The Season of Seasonings

I’ve been doing a lot of work in the seasoning aisle lately.
Not emotionally. Professionally.

From a legacy grill brands and MSG’s redemption to rice’s long-overdue main character moment, I’ve had the chance to write across three very different (but equally flavorful) brands. And yes, I now have VERY strong opinions about what I sprinkle on my veggies.

Weber Seasonings: Back at the Grill

Some projects feel like a full-circle moment—and this one came with grill marks.

I first worked on Weber back in my rabble + rouser agency days, so getting to come back and help shape the voice of Weber Seasonings felt equal parts spicy and nostalgic.

The team at B&G Foods was giving the brand a facelift—new positioning, new energy, same deep roots in grilling culture—and I got to bring that to life in words. I wrote everything from a full-on brand manifesto and key marketing messages to packaging copy across 30+ SKUs (and counting… these things multiply like burgers at a cookout). Bonus: I did a TON of flavor naming, which was an extra special treat given the brand’s bold new style.

Here’s the manifesto that set the tone:

FOR GRILLERS, BY GRILLERS™
Expertise is nothing without equally passionate people to share it with. That’s why every bottle, every blend and every sprinkle of perfectly balanced premium Weber® Seasonings are crafted For Grillers, By Grillers™.

It all started back in 1952 when George Stephen invented the revolutionary kettle grill and the Weber® brand was born. What began with one man has now grown into family of grillers around the globe—sharing ideas, recipes, techniques, and in our case, crave-worthy seasonings that go from grill to griddle and beyond.

Behind each of our sauces and seasonings is the culinary brilliance of a Weber® Grill Master. And every time you open a bottle, our connection grows stronger. Because us grillers, we’re in this together.

Welcome to Weber® Seasonings, where we’re with you every sizzle of the way.

Mighty Salt: MSG, But Make It Chic

Let’s just clear something up real quick: MSG is not the villain. It’s been misunderstood, misrepresented and unfairly maligned.

Mighty Salt said, “Cool, we’re fixing that.”

This brand leans all the way into umami—the deep, savory magic that makes food taste like more—and uses MSG as a feature, not a flaw. I got to write packaging copy and elements of the website, helping translate that big flavor energy into something clear, confident and just a little bit rebellious. I also coined the tagline MAKE IT MIGHTY™.

Because if you’re going to reintroduce MSG to the people, you might as well give it the flex to fight back.

Tone’s Spices for Rices: Finally, Rice Gets Its Due

And then there’s Tone’s Spices for Rices, which is exactly what it sounds like—and somehow also something that should have existed long before now.

I was fortunate enough to write the packaging copy for this line of premium dry seasoning blends specifically crafted to give rice its due. Because, let’s be honest, rice has been carrying a lot of meals on its back since ancient times with very little recognition.

Final Thoughts (Seasoned, Not Overdone)

Each of these projects was totally different. Different audiences. Different tones of voice. Different levels of spice tolerance. But they all had one thing in common: it was up to me and the team to make something small (a sprinkle, a dash, a teaspoon) feel like a pretty huge deal. Which, coincidentally, is kind of my whole schtick.

So with that, I just want to say THANK YOU THANK YOU THANK YOU to the teams at B&G for trusting me once again. You are truly the flavors of my life.