Anyone who writes a radio commercial for a restaurant or a supermarket in which the food is described as “tasty” or “delicious” either doesn’t know what they’re doing…
…or is being lazy.
“Tasty” or “delicious” food is the price of entry for a restaurant. It’s like an Internet service provider advertising that “with our service, you can go online!”
Last year I offered some critical comments regarding a Trader Joe’s radio ad. They had a good story, but it was poorly structured.
But the copywriting for their printed flyers is excellent.
Trader Joe’s is a specialty supermarket. Theoretically, everything they sell is “delicious” or “tasty.” But the copywriters show great restraint when describing their advertised delectables.
In a recent 8-page flyer, a few “delicious” and “tasties” survived the editing process. But check out these examples of more appealing alternatives to those generic adjectives.
Their Gingerbread Cake & Baking Mix is “deep, dark, rich and old-fashioned — a beguiling, blissful experience for the ginger lover.”
Their Dark Chocolate Triple Ginger Cookies are fueled by a “triple dose of this sharp salacious root (that) gives the cookies a powerful bite.”
Trader Joe’s Salted Caramel Chai is “kind of like enjoying a salted caramel candy, only without the chewing.”
Their Spinach & Kale Bites (yeah, I know you’re skeptical) are “bite-sized and vibrant.”
Trader Joe’s Dark Chocolate Cashew Brittle with Sea Salt “starts with a buttery and sweet brittle, loaded with cashews, simultaneously crunchy and smooth. Its bottom layer of dark chocolate is rich and luxuriant.”
Their Chicken Parmesan Lollipops (I don’t make these up, folks) are “crispy on the outside, cheesy & savory on the inside.” (Actually, “savory” comes a bit too close to “tasty” and “delicious,” but….)
Trader Joe’s Huntsman Cheese is “mellow, tangy and rich.”
If you’re an advertising copywriter, take a world class lesson in copywriting by checking out Trader Joe’s Fearless Flyer.
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But what about their staff? Are they friendly and knowledgeable?
Thanks for sharing, Dan – very well-written copy. This is one of those things Itried to drive into our salespeople’s heads…that if write a commercial extolling things a customer expects (like ‘delicious food’ at a restaurant or the ‘latest models’ at a car dealer), you’re not really telling them ANYTHING.
Thanks Dan. Everyone who writes radio copy should read this! The novice to learn how-to…the experienced to refresh.