Challenge: Write a New Year-themed email series for online butcher, Good Chop. This audience is disproportionately male, and this is the only online grocery category they are likely to use. They believe strongly in health, the environment, and ethically raised meat.

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Solution: I grounded this series in the aspirations and anxieties of early 2023 (as they relate to food)— grocery store prices, confusing labels, questionable sourcing, which creates tension with the desire to provide the best for oneself and family. Then I introduced Good Chop as the online butcher you can trust and proved it with their 100% money-back guarantee and sustainable sourcing practices, as well as their frank, down-to-earth TOV.