When thumbing through some cooking magazines looking for new and exciting recipes, I was drawn more, as I tend to be these days, to their adverts. I’m always interested in how effectively the advertisers address niche interests, and found some excellent examples here. Seeing as my past posts on copywriting examples found in general publications and for luxury hotels proved popular, it seemed only right that I pop up a bunch of food adverts to join them. And that’s what you’ve got here:
1. Maille Mustard
First an example of a classic advertising style, dramatic picture, striking headline, a body of copy that develops the idea. This is quite typical of a lot of food advertising, in that it plays on a classy, sophisticated product. A unique taste since 1747 tells the discerning cook that it’s flavoursome and has lasting heritage. The body copy develops it cleverly – the first paragraph plays on its exclusiveness (the pronounced MY toying with anyone who’s not familiar with the word), whilst the second bridges the gap to modern dining by saying they are introducing La Dunche, the latest Parisian dining trend. It’s a solid all-round ad, not trying to do anything new.
Playing on the same idea, Napolina opted for a more quirky approach with the exploding tomato can. It’s still got the dark elegant class of a classic food ad (Ogilvy would be spinning at the amount of reverse type in food ads), with a little extra oomph from the striking image. In case that body copy’s not clear, it ties it back to all the other products, It’s not just our Italian vine-ripened tomatoes that are bursting with flavour… They’ve also got their QR code for the obligatory ‘moving with the times’ edge. Again, solidly doing something tried and tested.
Now for something a little different. Yes, Warburtons stick to the classic image/headline/body copy style, but the advertising copy gives a novel twist. It puts the reader in the mindset of a bread-taster. The whole thing, with its not-so-subtly included percentage stats for how healthy the bread is, plays on the idea of putting their bread to the user-test. The tagline is especially effective, We care because our name’s on it. It’s all designed to tell you more about their quality standards than any attempt at a dark brooding fancy image might, by connecting personally with the customer.
4. Lurpak MIGHT
A different twist to the classic dark classy food ad, Lurpak have opted for less copy and one simple bold statement. This is mighty food. It’s a no-nonsense in-your-face approach, but the only thing attaching their brand to the advert is putting a logo over an essentially unconnected image and headline. It builds on a wider campaign, though, which has evolved through various mediums. To really get the full feel of this advert you need to be familiar with the TV spots like this one. It would be very brave copywriting for a lesser campaign, risking advertising without specifically tying in the brand, but in the context of their other adverts it helps to build an overall, simple brand message.
5. Saint Agur
Saint Agur’s approach looks similarly minimalist to Lurpak, but is based on completely different principles. The image is their product, and that’s all they really need. If you’re into cheese, that’s an alluring photo, no doubt. The copy simply confirms it, Wait until you taste it. It’s telling you ‘We know it looks damn good.’ And it does. Sinfully delicious, it’s decadent indulgence. Here’s a brand that can tempt you just by looking at it. Showing a good lump of cheese to a food connoisseur is definitely one area where knowing what your niche likes is going to drastically limit your copywriting needs.
6. Nestle Carnation
From examples and variations of classic advert styles to something a lot more unique and novel. You would think that faux recipe articles would be common in a cooking magazine, but they’d get lost in the magazine content if they were. This steps out of that box by striking the eye with a kid’s scrawl – a familiar image likely to draw the attention of any parent.
The ad gives an incredibly simple recipe that you can actually apply, which works on a few levels. Anyone who wants to make this cheesecake is going to buy the product, its main ingredient. It also has a call to action to visit the website for more recipes. Nestle are giving something away for free with the promise of recipes (something we know a cooking magazine reading is after), but really they’re building a rapport with the customer. And a demand for their product. And they’ve done it in a cute way.