CONTENT HUB: GROUNDWORK
AGENCY: MADWELL

Tetra Pak makes the aseptic cartons that keep food shelf stable without refrigeration. (Pick up a boxed broth or juice, and there’s a good chance you’re holding a Tetra Pak.)

Madwell was tasked with making the carton story resonate with younger consumers. Our strategy was to create a content hub called Groundwork and fill it with rich, interesting articles on food, sustainability, and our shared future.

WHAT I DID:
Name • Content strategy • Story concepting, writing & editing • Managed writing team