Press Ad Concepts example



Bakermill bread. (12 selected from Brand Names example 2)

     

  1. ‘Grainstore’
  2. Headline:

    "Best of Breed" (with ‘e’ crossed out and ‘a’ handwritten over)

    Graphic:

    A loaf with ‘1st’ rosette, on dog-show judging table.

    Strapline:

    Grainstore Bread out of Bakermill – the all-round winner on taste and goodness.

     

  3. ‘Betterbread’
  4. Headline:

    Tastes better, feels better, is better - for you and your family!

    Graphic:

    Child seated at table gazing hungrily at loaf with slices tumbling out towards her.

    Strapline:

    The new sensation - Betterbread is here. You can feel it doing you good

     

  5. ‘Wheaten Glory’
  6. Headline:

    "Brings the cornfield straight to your plate"

    Graphic:

    Loaf on plate; slices gradually transforming into stalks of wheat.

    Strapline:

    Wheaten Glory bread – still as natural as the day it was corn.

     

  7. ‘Harvest Home’
  8. Headline:

    Bring your Harvest Home

    Graphic:

    Mother in baker’s hat carries tray of loaves towards family table.

    Strapline:

    "Bread so good you’ll knead no other!"

     

  9. ‘Country Fair’
  10. Headline:

    Get a slice of the action!

    Graphic:

    Cartoon of large flat slice of bread, arrowed with ‘goodness baked in’, ‘less water, less air’, ‘great taste’.

    Strapline:

    New Country Fair bread has all you could ever asked for.

     

  11. ‘Miller’s Choice’
  12. Headline:

    The toast of the town .…

    Graphic:

    Gent in top hat raises champagne glass to set of loaf- shaped toasters with popped-up slices (cf wedding presents).

    Strapline:

    Miller’s Choice bread - marries goodness with taste.

     

  13. ‘Baker’s Best’
  14. Headline:

    "I want the best for my little treasures – so I get Baker’s Best."

    Graphic:

    Smiling Mum wheels shopping trolley full of loaves, with two little (corn-haired) children in the jump seat.

    Strapline:

    The ultimate feel-good factor – Baker’s Best from BakerMill.

     

  15. ‘My Goodness!’
  16. Headline:

    "Man cannot live by bread alone…"

    Graphic:

    A man in a suit sits at table brandishing knife and fork in front of plateful of sliced bread.

    Strapline:

    "…unless it’s My Goodness!" Fills the gap other breads leave behind.

     

  17. ‘mmm-Manna!’
  18. Headline:

    (Thought bubble) "For what we are about to receive…"

    Graphic:

    Young boy at table looking longingly sideways towards loaf at the other end. (Though bubble above)

    Strapline:

    mmm-Manna! The ultimate bread experience (if there’s any left, that is).

     

  19. ‘Thoroughbred’
  20. Headline:

    "From the Bakermill stable comes another winner – Thoroughbred!"

    Graphic:

    Jockey riding a loaf (with added legs, etc) past a winning post.

    Strapline:

    Canter over life’s ups and downs with this new health- giving superbread.

     

  21. ‘Healthygrain’
  22. Headline:

    Dr Miller prescribes …

    Graphic:

    Doctor examining branded loaf with stethoscope.

    Strapline:

    …Healthygrain. Your daily bread.

     

  23. ‘Gaia’
  24. Headline:

    Use your loaf …

    Graphic:

    A globe cut into vertical slices which gradually transform into bread.

    Strapline:

    Gaia … the holistic alternative. Organic bread for life.

 

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John Clutterbuck, DipCW

Copyright 2004 © John Clutterbuck