Food & Drink copywriting examples for ecomm & FMCG brands

Browse real-world food & drink examples from the best challenger brands in ecomm and FMCG. Click any example to see exactly how to use it for your own brand.

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Lucky Saint

Lucky Saint’s clever messaging judo

Full disclosure: one half of this studio doesn't drink. So we've seen, read, and tried pretty much everything the AF beer category has to offer. And most of it sounds like this: "so good you won't know it's AF." "You won't miss the booze." "Sober never tasted so good." And that's alright. Emerging categories have to do the inelegant work at the beginning before they can go bigger, we get that. But sometimes, this kind of copy accidentally puts the absence front and centre. And that kills the vibe. Lucky Saint don't do that. And that's why this ad went straight in our swipe file.

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Karma Drinks

Karma’s 5-word banger

This is Joe's absolute favourite bit of copy ever. And it's not hard to see why. On-brand, on-mission, a shot at their competitors and a 10/10 pun all rolled into 5 words? Nice. Very nice.

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Surreal

Surreal’s cheeky “famous people” ads

We're massive fans of everything Surreal do with their copy, and this was one of their first massive moves with everyone from Serena Williams to Dwayne Johnson. It's funny, it's on-brand, it's attention-grabbing, it's memorable... no notes.

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Tesco

Tesco’s refreshingly honest ad copy

We absolutely love this ad. Imagine leading the meeting to pitch this idea. "Hey. Well, thanks for taking the time to meet with us today. We think we're going to tell everyone that our product is cheap and comes in an ugly can..." But this ad is so good precisely because it's so brave and bold. But, even more importantly, it's based in really, really knowing how your customers think about your products.

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Karma Cola

Karma Cola’s 3-word mission statement

Karma Drinks wrote Joe's fav bit of copy of all time, so don't be surprised if they crop up a few times in this swipe file. And we know this one is probably the most obvious bit of Karma copy to include, but it was just too good to leave out. In just 3 words, they've managed to pack in their mission, give you a reason to buy their drink AND take a direct shot at their competitors, all with a wink and a smile. It's so, so good.

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