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.
B2B accounts may not always be glamorous, but often they provide the chance to write some nice, longer copy. I’ve had the pleasure of doing it for pan-European manufacturers of container glass and plastic sheets, for one of the UK’s most renowned construction companies and for regional suppliers of industrial paint.
We were tasked with relaunching mypetstop, a chain of high-end pet boarding centres. To show that any furry or feathered guests would be left in the best possible hands, this first campaign featured the staff acting exactly like pets (within reason – no bum fun). It was all held together with a line which added an underlying reassurance: ‘Relax, we’re pet people.’
Agency: Gratterpalm (CreativeRace) Art direction: James Egan
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.