A brief portfolio

Lisa McLean519-896-2928lisa.mclean1@sympatico.ca

lines of communication

Client: Nedlaw Living RoofsProject: websiteRole: copywritingShown: home page

Client: Leif Benner Designer/GoldsmithProject: Wedding Bells magazine adRole: concept & copywriting

Client: Maple Leaf FoodserviceProject: quarterly newsletterRole: copywriting (incl. research/interviewing)Shown: inside spread

PERF LINE

Bye Bye Bali

Postcards from the Edge

“Wild Wing: where saddles meet the sea.”

Howdy Partner: Wild Wing saddles up with Maple Leaf Foodservice

Once you’ve eaten at a Wild Wing restaurant, you’ll never think of chicken wings in the same way again. Instead, you’ll think of them in 101 di!erent ways. "at’s the incredible number of mouth-watering #avours this award-winner eatery serves up daily. Whether you prefer the classically naked wing, a saucier BBQ #avour like the “Daisy Duke” or even the hot jerk spiciness of “Island Girl” — there’s a #avour and heat combination for every palate.In fact, with the growing popularity of Wild Wing’s creative menu, business has really taken #ight. Ontario’s fastest growing family-restaurant franchises, Wild Wing celebrated several grand-openings this past year. And the orders keep coming. A total of 47 restaurants will be open across the province by the end of 2008, 21 slated for 2009.What’s feeding the frenzy over this franchise? It’s not just the delicious foods, which, in addition to the notorious chicken wings, include big salads, “wild” fries, amazing appetizers and tasty wraps. It’s the entire dining experience.Back in 1999, when Founder, Rick Smiciklas, opened his $rst Wild Wing, in small-town Sunderland, Ontario, he set out to create something memorable. Consider the atmosphere: One part wild west; one part tropical escape. Restaurants are dressed up as old-time saloons with the warm touch of colourful murals and palm trees. Large screen TVs entertain the sports enthusiasts in the crowd; while music from the Wild Tunes Video Jukebox keeps everyone’s toes tapping.What‘s the secret ingredient for a fun atmosphere? "e folks at Wild Wing will tell you it’s great people who create great dining experiences. Every member of the team

— whether management or support sta! — is empowered to do their best every time. Continuous improvement is a philosophy that runs throughout the organization and extends to the bene$t of the patrons it serves. All Wild Wing restaurants are locally owned and operated by franchisees who take pride in supporting their own communities. Recently, Wild Wing and Maple Leaf Foodservice found a new way to do things even better, together. Wild Wing, which has previously purchased its fresh split wings from Maple Leaf, will now see Maple Leaf fully processing and cooking the wings using Wild Wing’s own proprietary recipes and seasonings. "is value-added step will see Wild Wing saving time, money and labour. And best of all, it will ensure product consistency across Wild Wings’ ever expanding chain. So, whether you’re hankerin’ for the #avour of dill pickle, garlic parmesan or maybe a little thai on your wings, you can always count on Wild Wing to continually satisfy your particular craving.Getting hungry? You can get a little taste of the Wild Wing experience by visiting them at www.wildwingrestaurants.com and www.bestchickenwings.com. But we suggest you really put your $ngers into it at the Wild Wing franchise nearest you. One great partnership, 101 feisty #avours and an endless supply of napkins. It all adds up to some good eatin’.

The facts on foodborne illness

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Public health experts estimate there are 11 to 13 million cases of foodborne illness in Canada every year1. "e following information, which comes from "e Canadian Food Inspection Agency and Health Canada, provides some facts about four of the most commonly known causes of foodborne illness in Canada.

What is E. coli?Escherichia coli bacteria are found naturally in the intestines of cattle, poultry and other animals. If

Uremic Syndrome (HUS), an unusual type of kidney failure and blood disorder, which can be fatal.

Where’s the risk: E. coli has been traced back to: ground beef, raw fruits and vegetables, untreated water, unpasteurized dairy products, unpasteurized fruit juices and ciders, as well as petting zoos.

What is Botulism?Clostridium botulinum (C. botulinum) is a bacteria that exists commonly in nature, but cannot grow in the air. Botulism is a rare but serious illness caused by botulinum toxin, a nerve poison that can cause paralysis.

Where’s the risk: Improperly prepared home-canned, low-acid foods are most likely to represent a risk for botulism . Other dangers stem from the improper storage of low-acid fruit juices and baked potatoes. Honey may also be contaminated with C. botulinum and has been linked to cases of infantile botulism.

What is Salmonella?Salmonella bacteria are found naturally in the intestines of animals (especially poultry and swine), some pets and some humans. The bacteria can also be found in the environment. Salmonellosis can be spread from person-to-person, animals/birds/reptiles-to-people and by consuming contaminated food.

Where’s the risk: Some foods linked to salmonella include: raw and undercooked meats, raw fruits and vegetables and their juices, raw and undercooked eggs, unpasteurized dairy products, !sh and shrimp, sauces and salad dressings, dried gelatine, peanut butter, cocoa and chocolate.

What is Listeria? Listeria Monoctyogenes is a type of bacterium that can cause a rare but serious disease called Listeriosis.

patients), the elderly, pregnant women, and newborns. The infection can begin with fever and gastrointestinal symptoms, but can spread to the blood stream and/or the nervous system, and can cause death. The incubation period can be as much as 70 days after exposure; however, symptoms usually appear within two to 30 days.

Where’s the risk: Listeria is widespread in the environment and exists in a number of sources, including soil, water and foods. Listeria can be found in unprocessed food such as raw dairy products, meat, poultry, !sh, as well as processed foods such as deli meats, hot dogs, cheese and ice cream. It is sometimes found in raw vegetables. It can also be spread with an infected product or surface, such as hands or kitchen counters

2

For more information on these, and other causes of foodborne illness, visit:

www.inspection.gc.ca/english/fssa/concen/cause/ecolie.shtml www.inspection.gc.ca/english/fssa/concen/cause/botulisme.shtml www.inspection.gc.ca/english/fssa/concen/cause/salmonellae.shtml www.hc-sc.gc.ca/hl-vs/iyh-vsv/food-aliment/listeria-eng.php

Foodborne illness can occur when a person consumes food contaminated with bacteria, viruses, toxins or parasites.1 Sometimes called “food poisoning,” foodborne illness can feel like the #u. Symptoms — which can start soon a%er eating contaminated food or can hit up to a month or more later — may include stomach cramps, nausea and fever.Sources: 1 Canadian Food Inspection Agency, 2Health Canada

Place MAPLE LEAF Grilled and Ready™ Premium Pork Strips and sliced red pepper in oiled skillet over medium-high heat. Add hoisin sauce and toss well to coat. Combine diced pineapple, "ai bird chile, lime juice and zest, honey, vegetable oil, green onions and cilantro. Mix well. Spoon steamed rice over warm tortilla and add pork mixture. Spoon pineapple relish over top and roll tightly into cylinder. Serve with a refreshing cucumber salad.

In a greased skillet over medium heat, add tomato, garlic, Kalamata olives, red onion and balsamic vinegar. Cook until fragrant and tomatoes begin to so%en. Add MAPLE LEAF Roast Beef Au Jus and heat thoroughly. Spoon mixture into hollowed-out garlic bread and serve with York Crinkle French Fries.

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Client: Nedlaw Living WallsProject: magazine adRole: concept & copywritingShown: double-page spread

A Nedlaw Living Wall will take your breath away.

But it will return it fresh and purified,

Naturally.Nature is phenomenal. It calms. It energizes. It breathes life. And, as in the case of Nedlaw Living Walls, it truly inspires. We’ve spent years studying how nature cleans outdoor air. So proficient; so perfect. Then we did something almost as amazing. We brought those biological processes indoors. Beautiful and smart.Fully integrated into a building’s own air-handling system, a Nedlaw Living Wall isn’t just a bunch of pretty plants. While a typical plant grouping can’t remove anything, our internationally patented biofilter technology not only captures airborne pollutants, it breaks them down. Off-gases. Odours. Chemicals. They aren’t just filtered; they’re quantifiably eliminated. So, we can all breathe a little easier.

It’s time we changed the indoor landscape. It’s time to talk to Nedlaw Living Walls.

www.nedlawlivingwalls.ca

Client: St. Joseph’s Health Care LondonProject: Capital Campaign KitRole: theme & copywritingShown: cover and inside panel (1st of 2 pages)

Client: St. Joseph’s Health Care LondonProject: Capital Campaign KitRole: theme & copywritingShown: selected insert portion (2nd of 2 pages)

Client: Town of ShelburneProject: civic recruitment brochureRole: copywriting of heads, intros and flourishesShown: four sample pages or portions

Clients: variousProject: tag linesRole: tag generationShown: seven samples in application