Bodega – press ads

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.

Agency: Veracity Marketing


Yowk – brand development

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


DFS – radio ads

I worked on DFS for a year or so. Despite pitching against two other agencies for every single brief, I got a couple of radio ads signed off. Both brought to life by The Fast Show star, Jon Thomson.

Agency: Gratterpalm (CreativeRace)


SSE – TV & radio

The Scottish and Southern Energy account was a bit of a weird one, not only because the gas and electricity giant changes name for different regions (e.g. SWALEC for Wales), but also because there was a retail arm to work on (Scottish Hydro Electric). And that’s what you’ve got here: a north-of-the-border TV spot for Christmas electricals, and a Welsh radio ad for boiler maintenance.

Agency: Pravda Advertising
Art direction: Charlotte Smalley

SWALEC – Runner


Greggs – TV campaign

I was part of the creative team behind this TV campaign for Greggs. It ran on national telly in January 2013. More details here.

Agency: Gratterpalm (CreativeRace)
Co-Creatives: Vicki Munro, Bill Lyne, Paul Rutherford

Greggs – World Cup

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


Asda – radio ads

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.

Agency: Gratterpalm (CreativeRace)

Asda – student union table-wraps

As a fairly novel way of promoting Asda Northampton’s range to the local students, we took over their student union and put the products right under their noses, in the form of table-wraps.

Agency: Gratterpalm (CreativeRace)
Art direction: Gareth Ames



Asda – long copy ads

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.

Agency: Gratterpalm (CreativeRace)

Asda – national press ads

I debated whether to include these; the smell of cheese hangs ripely in the air. But they’re a good example of being up against tight retail constraints and a strict tone of voice. These national press ads ran towards Christmas and all headlines had to follow a simple pattern: be short, simple and shout ‘value’ through a rather large megaphone.

Agency: Gratterpalm (CreativeRace)
Design/Art direction: Mark Bollon