Stocked in Sainsbury’s, and featured in their in-store magazine, this challenger brand was looking to redifine antipasti and ‘salads’ with some truly flavoursome alternatives. We helped them do it with a series of long copy ads which focused on their commitment to going further.
I was part of the team behind creating and developing this national TV campaign. The backdrop – popular and iconic British locations to help illustrate that these are the nation’s favourite pork pies. The ads ran on all the main channels and were complemented with various events and PR.
Wall’s sausage rolls. The nation’s favourite and a staple food in many family homes. So, what better way to help flog them than with a camapign of mum-focused ads running in all the main ‘women’s weekly’ magazines. Together with brand new packaging and a big push to trade, this was Wall’s’ largest ever national press and digital marketing campaign.
Cook With The Kids. No, not a recipe book for would-be cannibals. More Persil’s initiative to get families into the kitchen for some creative, food-based fun. The end result – as ever when children are involved – is, of course, mess. Which is rather handy when you’ve got washing up liquid to sell. Anyway, this was the resulting press campaign which ran in all the women’s glossies. Beats reading about another Z-lister celebrity feud, eh?
Agency: Veracity Marketing Design/Art direction: Sam Richardson
Once in a while everything falls into place: you get to help launch a new product, and, before it’s even hit the shelves, media outlets are clamouring over themselves to report it. So why the interest? Because it’s a new convenience food. And the final nail in the coffin for dumbed-down Britain, according to some. Never mind that it’s healthy. Or that there are plenty of other near-ready-to-eat foods that you finish off by heating. Ah, good-old-fashioned misplaced outrage. I like to think that my strapline played its part.
Agency: Veracity Marketing
Design/Art direction: Sam Richardson
To celebrate the World Cup in 2010, Greggs launched the ultimate patriotic pastry – the England Doughnut. Parodying the famous Nike ad with Wayne Rooney, the poster we put together required a model who wasn’t afraid to get his hands dirty. Or his arms, or his face. Step forward one heroic copywriter named Matthew…
Agency: Gratterpalm (CreativeRace) Art direction: James Egan
Between 2010 and 2012 I was creatively responsible for Asda’s regional radio; writing and recording well over 100 ads for their stores across the UK. Whilst nearly always constrained by product and price, these were tons of fun to make. Mostly due to Spencer Bain at VTR North, and, more often than not, the Royle Family’s Ralf Little on V.O.
Occasionally, I got the chance to write longer pieces for Asda. In a desert of POS barkers and shelf wobblers, these were like a cool, refreshing oasis to the soul. Well, not really, but you get my point.
Here’s a few examples. Three ‘long copy’ advertorial-style ads for three very different subjects.