Working with key stakeholders at Irving Oil, an energy company based in New Brunswick, Canada, Frei Agency helped craft a customer-focused content strategy for the company’s redesigned website, IrvingOil.com, which launched in May 2019. Frei Agency also wrote and helped refine almost all of the copy that appears on the new site: Pages about the company’s Big Stop Restaurants and Bark Parks, stories about their environmental initiatives and commitment to diversity, strong value propositions and CTAs that appear on their home energy pages, and much more. All copy was written to align with the brand’s “informed enthusiast” voice.