Here’s a selection of advertising concepts I created during the spring of 2022.
Client: Taster
Brief:
Create exciting, impactful posters to make TasterKitchens the only food delivery experience you will have today.
Taster has an interesting business model—they design restaurant-style meals optimised for delivery. This USP differentiates them from the typical food delivery options on the market.
I wanted to emphasise this in the ad by contrasting the food quality people associate with restaurants with the convenience of eating at home. It’s an appealing combination for consumers, so I made this value proposition the focus of my headline in both concepts.
Taster is a large operation, with over 50 restaurants across the UK and Europe. I highlighted the scale of their business in the information at the bottom of the ad to provide social proof and build trust. The photos were supplied by the client.
Client: One Minute Briefs
The brief was simple: Create posters to advertise #AirFryers
No specific brand, no target market, no USP. Usually, I like to have a little more information to chew on in a creative brief. But sometimes, the freedom of simplicity can be a lot of fun when coming up with ad concepts. And sometimes, you hit upon an idea that works so well there’s no need to overthink it—especially when you lack detailed information.
Those were the conditions for creating this ad concept promoting air fryers. It took me about ten minutes from reading the brief to shipping this work. Despite (or perhaps because of) the speedy execution, it was one of the winning entries.
Client: Grenade
Brief: Squeeze the day and create posters to promote Grenade’s new Lemon Cheesecake Protein Bar
There are two well-understood sacrifices or obstacles to building a strong, healthy body:
- the amount of effort it takes
- how diligent you must be with your diet
I used each pain point to create a different ad concept for Grenade’s new lemon cheesecake flavoured protein bar, presenting it as a cheat code or hack for getting around each obstacle. The first suggests the bar makes building muscle easier—so easy, it’s a piece of cake.
The second concept positions the bar as giving you something for nothing—’having your cake and eating it’ and lists the product’s macros—something prospective customers value highly and use to make purchasing decisions.
I used a pack shot for both ads to make the product recognisable and added an attention-grabbing bright lemon yellow background to help people imagine how it tastes while viewing the ad.
If you’d like me to work on a creative ad project with you, drop me an email. I’m always happy to lend my copywriting and design skills to creative ad campaigns and I’d love to hear from you.