The Lose Weight for You campaign for ZAVA was a fresh, modern take on outdated weight loss messaging. It flipped the traditional “Lose Weight for Summer” trope on its head, poking fun at the pressure to slim down for beach season while instead encouraging people to focus on their health—on their own terms. The campaign used playful, self-aware copy to challenge old-school dieting narratives, positioning ZAVA’s weight loss service as a supportive, medically backed solution for those looking to make meaningful, sustainable health changes.

Over the past two years, I’ve played a key role in shaping Harry’s email marketing, crafting compelling copy that captures their signature tone—witty, sharp, and effortlessly engaging. From major Christmas campaigns and seasonal promotions to regular monthly emails, I’ve ideated and delivered copy that resonates with Harry’s audience while driving engagement and conversions.

Working closely with Harry’s creative and design teams, I ensured each email aligned seamlessly with their brand voice and visual identity. Whether it was playful gift guides (Jingle All the Shave!) or punchy product launches, every campaign was tailored to feel distinctly Harry’s—clever, conversational, and always on-brand.

The Find Your Reason campaign built on the success of Lose Weight for You, further solidifying ZAVA’s commitment to patient-first, pressure-free weight loss. Every patient has their own personal reason for losing weight—whether it’s keeping up with their kids, feeling more confident, or improving their overall health—and this campaign puts those real, deeply personal motivations front and centre.