1. Copywriting for F&F – Michelle Chai

2. What is it about working for F&F that appeals to you?

3. Truly diversifying brand:
from a select
range, digital phenomena
to a and now including a
standalone mezzanine
store space

4. The brand moves forward
and revolutionises
supermarket associated
shopping every day, in
line with current trading
and customer needs

5. How do you feel that copy can make a difference to the
customer experience on the website?

6. Innovation:
Keeping afloat and ahead
of digital editorial trend
with a niche edge

7. Deepens knowledge and
adds to customer’s
perception of the brand;
Encourages less
confident shoppers to
return

8. What are you passionate about at work?

9. PRECISION
FRIENDLY not
patronising
ELOQUENCE
SEEING/RECEIVING
DIRECT FEEDBACK
MEETING TARGETS
CONCISE
INSPIRING CONTENT
ACCURACY
NEW CHALLENGES
MAINTAINING BRAND
HANDWRITING

10. Michelle Chai

11. Michelle Chai