Plastic crates aren’t sexy.

I know, it’s shocking. But they are important, especially when it comes to food. Compared to corrugated cardboard, they’re sustainable, durable and efficient.

The mission: turn those plastic crates into page and scroll-stoppers.

From the outset, the biggest challenge was that the client had LOTS to say.

To borrow from Vince Lombardi:
”Copywriting is a game of inches, and inches make the champion.”

So we devised a plan:

  • Grab the reader with a headline that stood out from all the stodgy B2B ads you find in a trade .

  • Make the most of our negative space

  • Keep the eyeball moving in a hierarchical order.

Why is this in my book? Because sometimes you don’t get the glamorous work— you get plastic crates. And the client is passionate about them.

Respect and celebrate that. Then deliver something that makes others do the same.

Art Director: Laura Azran
Copywriter: Kevin DeLury

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