Welcome to the second instalment of Brew Copy’s Food And Drink Copywriting Of The Week.
I go into the world of food and drink, and find examples of incredibly-effective copy — from personality-driven brand voices, damn good package storytelling and effective e-commerce websites to sales emails and product descriptions.Then I break down what makes it good, so you can apply it to your brand.
I was first introduced to Con-Greg Grigoriou, the winemaker behind Delinquente, when I worked in a boutique wine store in Perth, Western Australia. …
Welcome to the first instalment of Brew Copy’s Food And Drink Copy Of The Week.
I go into the world of food and drink, and find examples of incredibly-effective copy—from personality-driven brand voices, damn good package storytelling and effective e-commerce websites to sales emails and product descriptions.Then I break down what makes it good, so you can apply it to your brand.
In recent years, the entry-level bottle by Maker’s Mark has become increasingly popular in Australia, being profiled on the liqueur shelves behind most bars.
It’s really good value for money, goes well in a number of cocktails…
There was a public company that built agricultural businesses for the future. They were a start-up and looking for early adopters to invest.
But like many companies that have multiple audiences and stakeholders and a complicated offering, they didn’t know how to communicate to their various audiences and so they were communicating to no one.
In the company, most people, chiefly the Directors, believed whole-heartedly that, at the end of the day, they were there for the investors, which is arguably true. They provided the capital that allowed the company to do what they do. …
In Mad Men, a series that follows an advertising agency on Madison Avenue in the 60s, Creative Director Don Draper sits before his clients, defeated.
The clients are a cigarette company and the Federal Trade Commission have recently outlawed any advertising that says or insinuates cigarettes are safe.
Don can’t think of any ideas for a campaign that resolves this problem. He’s failed them and the clients begin to walk out the door. As they do, one of them says to his colleague, “Don’t worry. At least we know everyone has this problem.”
At this, Don stands up. He gives…
On prac at a private girls’ school as a budding English teacher, I taught a unit on Shakespeare’s Romeo and Juliet. The unit required the girls to write an essay which, in the end, they collectively did quite poorly on.
There were many reasons for this and, of course, I’ll admit my inexperience in teaching was one.
But another reason was the girls’ ability to articulate themselves on a page. They could relay great insight into the text to me when discussing in class. On paper, though? Not great.
It wasn’t entirely their fault though.
The English Course didn’t have…
In Los Angeles, I was walking around a market and I came across a burger joint with a sign out the front that said, “Bill’s Burgers. BEST burgers in the world!”
I walked straight past the sign, across the road, and dined at another burger place instead, which also had a sign out the front. Though this one said, “Paddock to plate burgers”.
We are all in a commodity market and we are all sceptical. Telling people we are the best doesn’t work. Well, telling sophisticated people, anyway.
When I stumbled across Bill’s, my first thought was, if you had…
Books don’t always tell us anything new. Often they have an impact on us because they tell us something we already know to be true. They just place the content within a context which we can understand.
Brand messaging or brand storytelling doesn’t have an inherent reality. We’ve merely brought such concepts into the world by creating frameworks for people to understand quickly and simply.
When we start a business, we begin with a light-bulb idea, but as we go along the journey, the idea becomes muddled with the complexities of bringing the idea into a reality and, often, a crowded market of like-minded businesses.
Our job is to reverse engineer our complex offering back into that simple light-bulb idea. We need to develop our own framework to communicate our value and our scarcity in the market, for those we aim to serve.
There is too much choice. On the shelf. On the net. On the street. Standing out to the masses is too expensive. The best chance we have is to become hyper specific about who we are and who we are here for. In turn, our values, our personality, our story at large are our greatest assets.
Research shows that building brand trust is more important than ever. And we—as a brand, as a team—can do that by creating direct, meaningful and targeted messaging that builds attention, connection and loyalty with those we aim to serve.
We share this messaging through…
Ruth Ellis runs a winery in the Macedon Ranges in Victoria. She has been in the industry since she was a child.
So has her mother, Ann Ellis, who grew up on winery in the Hunter Valley and, in the 80s, built her own business, the one the family runs today.
As majority winemakers do, Ann Ellis began as a small producer but, over time, increased production. So much so, she began capitalising on the export market in China. Over the last 20 years, exports has accounted for 50 per cent of sales.
Covid has sparked many important conversations, and one of them is resilience. In an age of uncertainty, we have begun to shift from prioritising infinite growth to building resilience—in our communities, environment, and the world.
Building a resilient world means creating food, drink, farm, and hospitality businesses that are environmentally conscious. And as we are becoming more aware and interested in where our food comes from, the businesses that are moving in the direction of sustainability are getting rewarded.
Research shows people are increasingly showing support for businesses that demonstrate care for the environment. So much so, in the COVID-19…
Hi. I’m a copywriter and brand message strategist for hospitality, farm, food, and drink businesses who want to tell a better brand story.