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Tesco ‘finest’ Re-launch

Brief
For the first time in 15 years Tesco was re-launching its ‘finest’ range. We were brought in to support the copy team with additional on-pack product descriptions as well as alternate descriptions for Tesco’s grocery sales website.

Working to an Established Tone
With a such a well-known range and so many products, understanding and employing the ‘finest’ tone was extremely important. We worked across numerous products including: prepared meals, desserts and cooked meats. Each product needed to emphasise high-quality, local ingredients and provenance, so understanding a range of information from various product mangers was key.

We wrote short and long on-pack copy that had to fit into the established design. We also delivered online descriptions in two lengths with pre-defined levels of detail.

Results
The project was completed on time and the re-launch has rolled out as planned.

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Posted on January 3, 2014
By Alex Genn

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VERTU

Brief

Vertu is the world’s leading luxury mobile phone brand. They required broad support, including: a new tone of voice, refreshed web content, eCommerce site content, email marketing, PR and social media.

Response

We developed a detailed brand-language document that identified new terminology and an enhanced tone for the brand. The previous voice was cold, verging on arrogant, so we added passion and emotion to drive a real connection with the audience. This was important, as the brand was looking to expand from its main customer base of mostly men to a more balance demographic.

Result

Following successful completion and company-wide adoption of the brand tone document, we wrote web and eCommerce content, as well as numerous other materials including: brochures, CRM emails, internal communications and social media. www.vertu.com

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Posted on January 12, 2015
By Alex Genn

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