Sally Abbotts

I worked across several Costa Coffee campaigns, including their famous Christmas cups. Revolving around the magic of the festive season, I wrote lots of POS headlines, bus sides, digital OOH and in-store signage.

When Costa launched a new roast (quite a big deal in the world of coffee), I wrote the copy for an exclusive DM to be sent out to their Coffee Club members.

When Onken updated their website, I wrote all the copy (and I mean all) – everything from ‘about us’ pages to individual yoghurt descriptions. The brand has an informal, light-hearted warmth which made it a joy to write.

Having worked in house for TK Maxx several times, I’ve written everything from short-form copy (social, in-store signage, radio and tannoys) to long-form pieces (emails, web articles and PR lookbooks). As a brand, it’s bright, bold and never takes itself too seriously.

Having worked in house at Homesense (the younger sibling of TK Maxx) several times, I’ve worked across all sorts. From emails and web pages to social posts, radio and in-store signage – their strong brand identity make them a joy to write for. Fun, warm and a little bit silly…what’s not to love? Here are a few pieces I enjoyed writing the most.

I've written lots of eCRM for Honda – whether that’s for bikes, cars or racer cars. Their tone of voice flexes depending on the vehicle, but always feels direct and no-nonsense.

While at Gousto, I worked across email, web, social and push notification copy – as well as the odd leaflet found in amongst the box of goodies.

I’ve worked for the menswear brand, Charles Tyrwhitt, on everything from seasonal lookbooks and social posts to emails and web copy. Scroll down for a little selection.

I was responsible for writing Plusnet's monthly newsletter. With ‘Plusnet Joe’ at the helm, their tone of voice was warm, down to earth and a little bit cheeky.

I was tasked with re-writing the Thorntons website copy – everything from their 'about us' page to blog posts about their carefully crafted chocolates. As a chocolate fiend, it wasn’t the worst job in the world…

I’ve written several articles for Woman & Home as well as longer, blog-style pieces (usually style tips around a current trend) for both River Island and New Look – included below as videos.

I’ve also included a couple of the monthly articles I used to write for my local magazine, OVL – usually something a little bit silly, funny and vaguely topical. 

I wrote regular DFS 'inspirational emails' – providing customers with a short, snappy look at a current trend. They showed the reader ways of bringing it to life with the help of DFS furniture.

Below this you’ll see a pop-up house DM. When DFS wanted to capture the interest of new home-owners, myself and an art director came up with this concept. With the help of an illustrator we were able to feature real pieces of DFS furniture. The finished product was playful, engaging and ready to stand out on your door mat.