Text Wizard Copywriting - soup carton copy

Background

The marketing team at New Covent Garden Food Co had a problem. The packaging design for the forthcoming relaunch was stunning, the brand essence was as sharply defined as any – and yet no one could convert that identity into customer-friendly carton copy.

A chance conversation in the pub landed me this job. Three drafts later and the style was established. Since then I've written copy for every single soup. For the most part NCG lets me get on with it. They trust me to come up with interesting stories – and to stay firmly on-brand.

By the way, most of the copy at the New Covent Garden Food Co website is mine too.

Examples from permanent range above

Copy for a seasonal Valentine's Day soup below

	Love & Hearts Tender artichoke hearts and sweet lovage set lips and tongues a-tingling. When simmered with spicy pancetta and cream, the mood is irresistible. Best served, shared, and sipped from a single spoon. Soup and seduction The power of the aphrodisiac lies in the mind. The knowing wink that accompanies the nibbling of succulent artichoke leaves tells us more about ourselves than the properties of the artichoke. But that doesn't mean we should abandon the tastes and textures of romance. The trick is to choose dishes that set a mood, to send the right signals – and to make a fuss of our partners. Love & Hearts is the perfect starting point. The rest is up to you. Who knows, you may never reach the second course.