Make and Believe with Milton’s.

Let’s talk about Milton’s. You know, the brand with the cult-favorite cauliflower crust pizza that somehow tastes like a Friday night splurge AND a healthy decision? Yeah, that one.

Well, it turns out Milton’s was ready for a makeover—not just a new look, but a fresh voice that could match the crispness of their products. Enter: Interact Brands, the Milton’s team and yours truly (brought in to help shape the tone and give this legacy brand the verbal swagger it was hungry for).

Because here’s the thing: Milton’s has been around since 1995. They’re not new to this. They started as a neighborhood deli and turned into a pantry staple by doing what they do best: making honestly good food without shortcuts or gimmicks. But the brand’s voice? It was starting to feel a little tired. A little too quiet for a product lineup that includes golden, crisp, sea-salty crackers and pizza bites that basically steal the show at snack time.

A Voice Worth Craving

Together with Interact, I got to reimagine what Milton’s could sound like: powerful, polished and proud without ever being preachy. Think: Relatable meets remarkable. Clear meets craveable. Confident, not cocky.

I helped craft a tone of voice that strikes the balance between warmth and WOW. A brand that invites you in with a smile, then surprises you with flavor and innovation that go way beyond expectations. Because Milton’s doesn’t need to shout to get your attention. They’ve been quietly crushing it since the nineties.

The packaging now speaks as confidently as the flavors inside. Every line was crafted to sound like the brand you trust and the one you want to invite to your next snack board.

A Tasty New Tagline

The website got a refresh, too. No fluff. No filler. Just smart, strategic copy based in the new tagline that I’m honored to have penned: MAKE AND BELIEVE. Here’s a look at what it means in the Milton’s manifesto:

Click image to explore the Milton’s site.

The web copy makes it easy to explore the flavors, feel good about your choices and maybe discover your next snack obsession. (Spoiler: it might be the Pizza Snack Bites. Those things are legit dangerous. Or the Protein Crackers of which I can’t get enough.) I had a fine time coming up with playful ways to talk about each unique flavor in a way that MAKES you BELIEVE in the power of Milton’s.

Some samples:

Not Just Talk

The best part? This new voice isn’t just for show. It’s rooted in truth. Milton’s is that rare mix of flavor, integrity and experience. It’s the kind of brand people are proud to have in their pantries and freezers. The kind that doesn’t need puns or flash to prove a point. They let the food do that.

And now, the voice finally reflects all of that.

Thank you to Interact and Milton’s for having me on the team, and you can consider me a brand fan for life. And to everyone reading this, hit up your fave grocery store and grab a box of crackers or a pizza (or several), and see what a brand sounds like when it knows exactly who it is.