Field Trip Jerky Logo

Once upon a time, my brother launched a beef jerky brand...and it actually took off.

Not everyone can say their brother owns a beef jerky company… In 2010, the economy tanked. So, my brother Matt decided to capitalize on one of our family’s most coveted snacks: beef jerky. Yes, beef jerky. But not just any jerky. A very specific type of artisanal jerky that could only be found—like a prize—in a huge, glass jar by the cash register at Singelton’s Country Market in Ludlow, Vermont, where our parents kept a ski house for many years. We plowed like pros through pounds of the good stuff—not that gas station jerky crap, Slim Jim, which was long overdue for a much more authentic competitor.

Field Trip took off—first JetBlue began selling it on their snack menu, and then a year later, it was sold in every Starbucks in the U.S. So, the company decided it was time to freshen up their brand, including the packaging. Of course, I was honored—and delighted—when they tasked me with branding all eight flavors with their own unique personality in the form of product descriptions, which complimented the new, sleek packaging design perfectly. Today, Field Trip is more than just a thriving beef jerky brand, it’s my favorite success story of all time.

jerky image
fuzebox image fuzebox image fuzebox image
fuzebox image fuzebox image fuzebox image
Field Trip Jerky logo | BRANDING & PACKAGING | 2015 | PRODUCT DESCRIPTIONS | CD/COPYWRITER CONSULTANT

SPEC ADS

An ad a day (keeps the mediocrity away).

For an entire year, an art partner and I created one new ad a day. Just for fun. I never actually worked with James Groom when we were both at Avrett Free Ginsberg in 2005. James worked in the studio, while I was partnered up with Biba von Spyer. We reunited 12 years later—and thought about teaming up and applying for jobs together. However, we didn’t have a single shred of co-created work produced. So, mostly just for fun—and to flex our creative muscles after a decade of producing client-facing work—we decided to start playing around and accidentally made one new ad a day for an entire year. They’re potentially the best work I’ve ever done.

Were these ads ever produced? No. Is that sort of a no-no, putting spec work in your book? Perhaps. But I think if you really want to understand what’s going on in this creative’s mind, these ads—which were all my own original concepts and copy—do the best job at telling the stories, more so than any other work on this entire site. Here are a few of my faves from our yearlong joy ride together.

print ad 1 print ad 2 print ad 3 print ad 8
print ad 7 print ad 5 print ad 6 print ad 8
print ad 9 print ad 4 print ad 8 print ad 8
PRINT AD CAMPAIGNS | SPEC ADS CO-CREATED WITH AD JAMES GROOM | 2015-2016 | AD COPY + CONCEPTS | COPYWRITER
loading gif success checkmark

Every brand needs a reliable content partner.

Reaching out about a professional opportunity? Please connect with me on LinkedIn as well. If we’re a good match, I’ll get back to you ASAP. Thanks for visiting my site.

corey logo