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Copywriting examples for ecomm & FMCG brands

We've filled this copywriting swipe file with some of our favourite bits of copy and messaging from ecomm & FMCG challenger brands. Plus, we've added notes on how you can steal the thinking for your brand to each one, too.

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By Job

By Category

By Vibe

By Brand

English Heritage — English Heritage’s clever history buff copy

English Heritage

English Heritage’s clever history buff copy

See how to use it ➔

Botivo — Botivo’s really clever positioning move

Botivo

Botivo’s really clever positioning move

See how to use it ➔

Spudos — Spudos’ super honest eco copy

Spudos

Spudos’ super honest eco copy

See how to use it ➔

Who Gives A Crap — Who Gives A Crap’s *super* immature easter egg

Who Gives A Crap

Who Gives A Crap’s super immature easter egg

See how to use it ➔

Frida — Frida’s “we get you” copy

Frida

Frida’s “we get you” copy

See how to use it ➔

Fix8

Fix8’s brand-building welcome email

See how to use it ➔

A24 — A24’s in-group language

A24

A24’s in-group language

See how to use it ➔

Wildfarmed — Wildfarmed banging menu copy

Wildfarmed

Wildfarmed banging menu copy

See how to use it ➔

Dash — Dash’s growing-up messaging

Dash

Dash’s growing-up messaging

See how to use it ➔

Ecotalk — Ecotalk’s really smart hero section

Ecotalk

Ecotalk’s really smart hero section

See how to use it ➔

Living Things — Living Thing’s two-word banger

Living Things

Living Thing’s two-word banger

See how to use it ➔

Rubies in the Rubble — Rubies in the Rubble’s smart positioning copy

Rubies in the Rubble

Rubies in the Rubble’s smart positioning copy

See how to use it ➔

Pact — Pact’s *chef’s kiss* packaging copy

Pact

Pact’s chef’s kiss packaging copy

See how to use it ➔

Lucy & Yak — Lucy & Yak’s quietly rebellious copy

Lucy & Yak

Lucy & Yak’s quietly rebellious copy

See how to use it ➔

KFC — KFC’s all-timer of an apology

KFC

KFC’s all-timer of an apology

See how to use it ➔

Happy Tuesdays — Happy Tuesdays’ 4-word h1

Happy Tuesdays

Happy Tuesdays’ 4-word h1

See how to use it ➔

Tony's Chocolonely — Tony’s Chocolonely’s banger of an activation

Tony's Chocolonely

Tony’s Chocolonely’s banger of an activation

See how to use it ➔

Wild Dose

Wild Dose’s just-like-you brand story

See how to use it ➔

Patagonia — Patagonia’s “how did they think of this?!” ad

Patagonia

Patagonia’s “how did they think of this?!” ad

See how to use it ➔

Huel — Huel’s smart community naming convention

Huel

Huel’s smart community naming convention

See how to use it ➔

Free 7-day course

Fed up of wrestling with ChatGPT to get some half-decent copy?

Worn out your backspace button from deleting em-dashes and "this isn't just this. It's that" sentences? Let us jump into your inbox for a week and we'll show you how to properly define your brand voice and get AI to actually use it.

7-day email course followed by weekly newsletters. Unsubscribe at any time.

Bloom & Wild — Bloom & Wild’s 10/10 Mother’s Day copy

Bloom & Wild

Bloom & Wild’s 10/10 Mother’s Day copy

See how to use it ➔

La Vie — La Vie’s A+ objection handling OOH ad

La Vie

La Vie’s A+ objection handling OOH ad

See how to use it ➔

Lucky Saint — Lucky Saint’s clever messaging judo

Lucky Saint

Lucky Saint’s clever messaging judo

See how to use it ➔

Bonnie Tyler — The greatest 404 message of all time

Bonnie Tyler

The greatest 404 message of all time

See how to use it ➔

Wild Dose

Wild Dose’s on-brand retargeting ad

See how to use it ➔

Raid — Raid’s no notes OOH campaign

Raid

Raid’s no notes OOH campaign

See how to use it ➔

Paynter Jacket Co — Paynter’s 10/10 label copy

Paynter Jacket Co

Paynter’s 10/10 label copy

See how to use it ➔

Spotify — Spotify’s sneakily clever OOH campaign

Spotify

Spotify’s sneakily clever OOH campaign

See how to use it ➔

Palace

Palace’s very on-brand product descriptions

See how to use it ➔

Peachies — Peachies’ customer-first PDP copy

Peachies

Peachies’ customer-first PDP copy

See how to use it ➔

B&Q — Nice bit of DIY-ed copy in B&Q

B&Q

Nice bit of DIY-ed copy in B&Q

See how to use it ➔

Treecard — Treecard’s audience-specific headline

Treecard

Treecard’s audience-specific headline

See how to use it ➔

Collider — Collider’s objection-handling ad

Collider

Collider’s objection-handling ad

See how to use it ➔

Patagonia — Classic Patagonia print ad

Patagonia

Classic Patagonia print ad

See how to use it ➔

Karma Cola — Karma Cola’s 3-word mission statement

Karma Cola

Karma Cola’s 3-word mission statement

See how to use it ➔

Nice Drinks — Nice Drink’s sneaky smart category move

Nice Drinks

Nice Drink’s sneaky smart category move

See how to use it ➔

PerfectTed — PerfectTed’s dad joke LinkedIn annoucement

PerfectTed

PerfectTed’s dad joke LinkedIn annoucement

See how to use it ➔

Dove — Dove’s banging voice of customer campaign

Dove

Dove’s banging voice of customer campaign

See how to use it ➔

Olipop — Olipop’s clever sneak diss

Olipop

Olipop’s clever sneak diss

See how to use it ➔

Minor Figures — Minor Figures’ banging pandemic email

Minor Figures

Minor Figures’ banging pandemic email

See how to use it ➔

Candy Kittens — Candy Kittens’ research-led OOH campaign

Candy Kittens

Candy Kittens’ research-led OOH campaign

See how to use it ➔

Aesop — Aesop’s almost anti-copywriting tone of voice

Aesop

Aesop’s almost anti-copywriting tone of voice

See how to use it ➔

COAT — COAT’s sneaky smart product description

COAT

COAT’s sneaky smart product description

See how to use it ➔

Hiut Denim — Hiut’s 🔥 product copy

Hiut Denim

Hiut’s 🔥 product copy

See how to use it ➔

Reformation — Reformation’s no notes tagline

Reformation

Reformation’s no notes tagline

See how to use it ➔

HaloTop — HaloTop’s guilt-free-free messaging

HaloTop

HaloTop’s guilt-free-free messaging

See how to use it ➔

Firebox — Firebox demonstrating why they’re the OG of product descriptions

Firebox

Firebox demonstrating why they’re the OG of product descriptions

See how to use it ➔

Headspace

Headspace’s really handy brand voice guidelines

See how to use it ➔

Free 7-day course

Fed up of wrestling with ChatGPT to get some half-decent copy?

Worn out your backspace button from deleting em-dashes and "this isn't just this. It's that" sentences? Let us jump into your inbox for a week and we'll show you how to properly define your brand voice and get AI to actually use it.

7-day email course followed by weekly newsletters. Unsubscribe at any time.

Beachbum — Beachbum’s smart positioning statement

Beachbum

Beachbum’s smart positioning statement

See how to use it ➔

Skin + Me — Skin + Me’s banging FAQ copy

Skin + Me

Skin + Me’s banging FAQ copy

See how to use it ➔

Thinx — Thinx’s taboo-breaking OOH campaign

Thinx

Thinx’s taboo-breaking OOH campaign

See how to use it ➔

Chubbies

Chubbies’ on-brand product descriptions

See how to use it ➔

Seep — Seep’s super clever mnemonic branding trick

Seep

Seep’s super clever mnemonic branding trick

See how to use it ➔

Little Freddie's — Little Freddie’s “we see you” OOH ad

Little Freddie's

Little Freddie’s “we see you” OOH ad

See how to use it ➔

Spudos

Spudos’ 10/10 brand story page

See how to use it ➔

Jason's Sourdough — Jason’s super smart pricing psychology trick

Jason's Sourdough

Jason’s super smart pricing psychology trick

See how to use it ➔

FeverTree — FeverTree’s 10/10 reframing move

FeverTree

FeverTree’s 10/10 reframing move

See how to use it ➔

Gousto — Gousto’s clever way to make customers feel seen

Gousto

Gousto’s clever way to make customers feel seen

See how to use it ➔

Patagonia — Patagonia’s 10/10 Black Friday posts

Patagonia

Patagonia’s 10/10 Black Friday posts

See how to use it ➔

Skyscanner — Skyscanner’s lightning fast OOH campaign

Skyscanner

Skyscanner’s lightning fast OOH campaign

See how to use it ➔

Starface — Starface making punctuation part of their voice

Starface

Starface making punctuation part of their voice

See how to use it ➔

Citizens of Soil — Citizens of Soil’s 3-word 10X tweak

Citizens of Soil

Citizens of Soil’s 3-word 10X tweak

See how to use it ➔

Riddim Snacks — Riddim’s 10/10 use of patois

Riddim Snacks

Riddim’s 10/10 use of patois

See how to use it ➔

Specsavers — Specsavers’ perfect Oasis reunion gag

Specsavers

Specsavers’ perfect Oasis reunion gag

See how to use it ➔

Brewdog — The Brewdog ad we (very reluctantly) love

Brewdog

The Brewdog ad we (very reluctantly) love

See how to use it ➔

Honest Mobile — Honest Mobile’s amazing B-A-B ad

Honest Mobile

Honest Mobile’s amazing B-A-B ad

See how to use it ➔

Barkbox — Barkbox’s 6-word banger

Barkbox

Barkbox’s 6-word banger

See how to use it ➔

Nike

Nike’s all-timer mission statement

See how to use it ➔

Free 7-day course

Fed up of wrestling with ChatGPT to get some half-decent copy?

Worn out your backspace button from deleting em-dashes and "this isn't just this. It's that" sentences? Let us jump into your inbox for a week and we'll show you how to properly define your brand voice and get AI to actually use it.

7-day email course followed by weekly newsletters. Unsubscribe at any time.

Tesco — Tesco’s refreshingly honest ad copy

Tesco

Tesco’s refreshingly honest ad copy

See how to use it ➔

Wype — Wype’s attention-grabbing campaign

Wype

Wype’s attention-grabbing campaign

See how to use it ➔

Days Brewing — Days Brewing’s clever messaging twist

Days Brewing

Days Brewing’s clever messaging twist

See how to use it ➔

Jack Daniel's — Jack Daniel’s oh-so-readable tube ads

Jack Daniel's

Jack Daniel’s oh-so-readable tube ads

See how to use it ➔

Liquid Death — Liquid Death’s 🔥 opt-in copy

Liquid Death

Liquid Death’s 🔥 opt-in copy

See how to use it ➔

Spotify — Spotify’s second time lucky OOH ad

Spotify

Spotify’s second time lucky OOH ad

See how to use it ➔

Bloom & Wild — Bloom & Wild’s thoughtful marketing copy

Bloom & Wild

Bloom & Wild’s thoughtful marketing copy

See how to use it ➔

Free 7-day course

Fed up of wrestling with ChatGPT to get some half-decent copy?

Worn out your backspace button from deleting em-dashes and "this isn't just this. It's that" sentences? Let us jump into your inbox for a week and we'll show you how to properly define your brand voice and get AI to actually use it.

7-day email course followed by weekly newsletters. Unsubscribe at any time.

Sons — Sons’ empathetic AF copy

Sons

Sons’ empathetic AF copy

See how to use it ➔

Surreal — Surreal’s banging, non-discount abandoned cart email

Surreal

Surreal’s banging, non-discount abandoned cart email

See how to use it ➔

Jubel — Jubel’s fantastic story page

Jubel

Jubel’s fantastic story page

See how to use it ➔

Allplants — Allplants’ super clever Veganuary campaign

Allplants

Allplants’ super clever Veganuary campaign

See how to use it ➔

Grind — Grind’s super-specific sustainability copy

Grind

Grind’s super-specific sustainability copy

See how to use it ➔

innocent — A classic example of the innocent TOV

innocent

A classic example of the innocent TOV

See how to use it ➔

Fussy — Fussy’s super clever TOV shifts

Fussy

Fussy’s super clever TOV shifts

See how to use it ➔

Bol — Bol’s rhyming headline

Bol

Bol’s rhyming headline

See how to use it ➔

Naked Paper — Naked Paper’s properly clever tagline

Naked Paper

Naked Paper’s properly clever tagline

See how to use it ➔

Goodrays — Goodrays’ clever positioning copy

Goodrays

Goodrays’ clever positioning copy

See how to use it ➔

Graza — Graza’s playful disclaimer copy

Graza

Graza’s playful disclaimer copy

See how to use it ➔

— Lush’s non-showy inclusive AF copy

Lush’s non-showy inclusive AF copy

See how to use it ➔

Hexclad — Hexclad’s really clever product description trick

Hexclad

Hexclad’s really clever product description trick

See how to use it ➔

Bold Bean Co

Bold Bean Co’s distinctive brand language

See how to use it ➔

Surreal

Surreal’s banging generation effect Insta post

See how to use it ➔

Spacegoods — Spacegoods’ really clever comparison trick

Spacegoods

Spacegoods’ really clever comparison trick

See how to use it ➔

Toast Brewing — Toast Brewing’s trick to get remembered

Toast Brewing

Toast Brewing’s trick to get remembered

See how to use it ➔

Overherd — Overherd’s pastiche challenger tone

Overherd

Overherd’s pastiche challenger tone

See how to use it ➔

Karma Drinks — Karma’s 5-word banger

Karma Drinks

Karma’s 5-word banger

See how to use it ➔

Big Tea — Big Tea’s bold OOH campaign

Big Tea

Big Tea’s bold OOH campaign

See how to use it ➔

Free 7-day course

Fed up of wrestling with ChatGPT to get some half-decent copy?

Worn out your backspace button from deleting em-dashes and "this isn't just this. It's that" sentences? Let us jump into your inbox for a week and we'll show you how to properly define your brand voice and get AI to actually use it.

7-day email course followed by weekly newsletters. Unsubscribe at any time.

Harper Wilde — Harper Wilde’s VOC-led email

Harper Wilde

Harper Wilde’s VOC-led email

See how to use it ➔

Ocado — Ocado’s *really* clever positioning play

Ocado

Ocado’s really clever positioning play

See how to use it ➔

Yeti — Yeti’s super smart price sensitivity handling

Yeti

Yeti’s super smart price sensitivity handling

See how to use it ➔

Good Pair Days — Good Pair Days’ sneaky smart copy

Good Pair Days

Good Pair Days’ sneaky smart copy

See how to use it ➔

Rock Face — Rock Face’s 10/10 category judo

Rock Face

Rock Face’s 10/10 category judo

See how to use it ➔

Surreal — Surreal’s cheeky “famous people” ads

Surreal

Surreal’s cheeky “famous people” ads

See how to use it ➔

Higher Moor Farm Campsite — Higher Moor Farm’s 10/10, no notes wordplay

Higher Moor Farm Campsite

Higher Moor Farm’s 10/10, no notes wordplay

See how to use it ➔

Huel — Huel’s crystal clear USP

Huel

Huel’s crystal clear USP

See how to use it ➔

Oh look, some witty copy about reaching the end of the page in a swipe file full of witty copy. How very meta.