Roots Snarky Monthly

The Roots Snarky is the monthly email marketing newsletter for Roots Natural Kitchen, a salad and grain bowl company originally based out of Charlottesville. They currently have 12 different stores across the Northeast.

I was in charge of writing and overseeing the newsletter’s distribution via MailChimp, from February 2022 to January 2023. The newsletter is composed of three different categories unique to Roots's brand:

∙ The Root Awakening mimics early newspaper advice columns. It could feature anything from pop culture takes to casual wellness tips, with a focus on not sounding overly pushy or sales-pitchy. This was my personal favorite to write.
∙ Taste Comes First is for sharing recipes, or any food related news. It was usually seasonally related, but sometimes alluded to future seasonal bowls. (i.e A pineapple salad recipe was featured for the March 2022 edition, because the upcoming seasonal bowl featured pineapples.)
∙ Roots the Word is the brand announcement section. It grants readers a sneak peak to upcoming promotions, new store openings, and any other brand-related news.

The tone of the newsletters is casual and friendly, since Roots's brand focuses on being portrayed as a local business, as opposed to a restaurant chain.

The biggest changes I created for the newsletter were the inclusion of meme culture and pop-culture nuances, as well as the addition of Instagram polls to create a cross-platform conversation between social media marketing and email marketing.

The newsletter went out monthly to an audience of 100k people.