Just a Good Ad. Food and Drink Storytelling of the week. #18


(7 August, 2021)






I don't have much for you this week but I do have something. Here is a very clever ad from one of the best copywriters of all time: David Abott.

If you can’t read the body text, it says:

'The best mince is fresh mince

So all our ground beef and mince beef has a sell-by date of just one day.

What we don't sell in a day comes out of the cabinet as a fresh supply comes in.

Does this mean we waste a lot of mince?

On the contrary.

It seems when people know you sell good lean mince at good keen prices, they can't wait to buy it.

Not even for a day."


I don't know if that needs explaining or not. But here's what the copy does:

  • States the unique selling prop: Fresh mince.

  • Makes a bold promise

  • Anticipates and answers the question we have about waste. Then turns it into a positive

  • Creates scarcity by saying it sells out everyday

  • States other unique selling props: Good price and lean.

Reads simply. But hard to do.

Warmly,

Jayden

P.S.
If you do need a brand message strategist and copywriter to consult or edit your work, let me know.

If you liked this little Food and Drink Brand Storytelling of the week and haven't already signed up to receive the next one, you can do so HERE.

(I post every one to people who've signed up to the Newsletter. While every second one, I post here on the blog.)

Brew Copy, a storytelling studio that helps you build your brand—with words. Contact me at jayden@brewcopy.com. Stay in touch on Instagram. Or on Linkedin.