Home & Lifestyle copywriting examples for ecomm & FMCG brands

Bloom & Wild

Bloom & Wild’s thoughtful marketing copy

We loved B&W's first opt-out campaign. We love their new approach even more. Big, big fans of everything they do.

See how to use it ➔

A24

A24’s in-group language

A24 might be a film company, but with a hugely successful merch store, they're also a lifestyle brand. And this email they sent to promote The Lighthouse prop auction is a chock-a-block with lessons on how to create a brand that people feel seen by.

See how to use it ➔

COAT

COAT’s sneaky smart product description

Jack is in a seemingly Sisyphean state of renovating his house. Jack also has a four-legged office mate called Ziggy. No prizes for guessing why this bit of copy got screenshotted. <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]"></p>

See how to use it ➔

Firebox

Firebox demonstrating why they’re the OG of product descriptions

Firebox have been on our copy crush list since we first started typing. And with product descriptions like this, can you blame us? (PS. We're off to order a toilet piano.)

See how to use it ➔

Seep

Seep’s super clever mnemonic branding trick

Getting people to remember your brand name is not easy. Especially if you have a made up brand name or a brand name that's difficult to spell. Which is why we love this h2 on the Seep website. Turns their brand name into a mnemonic device to help people remember it.

See how to use it ➔

Hexclad

Hexclad’s really clever product description trick

This is one of those subtle bits of copy that hides just how clever it is. You see, while you've probably heard the phrase "sell benefits, not features" a thousand times, there are times you <em>should </em>lead with features. <strong>For example:</strong> 👉 When you’re selling a product that you know customers are thinking about very logically (like-for-like shopping, feature comparisons, etc…) 👉 When you’re selling a product to customers that are very category or product aware 👉 When your audience isn’t one audience at all, but a mix of customers across the stages of awareness all landing on the same page 👉 When your product has a technical side that <em>properly</em> <em>matters</em> (and that skipping would make you look vague or fluffy) All of those situations are proven to require differing degrees of leading with the features. In fact, decades of research shows that prior knowledge of your product or category fundamentally<em> </em>changes how people process information about your product and make buying decisions. <a href="https://journals.sagepub.com/doi/10.1509/jmkr.47.2.301" target="_blank" rel="noreferrer noopener"><strong>TLDR: </strong>studies show that the more category knowledge customers have, the more they rely on specs and features over benefits.</a> Put another way, some customers are scanning for specs to <em>validate</em> a decision to buy your product, while others are searching for language that helps them <em>imagine</em> using it before they start to justify and validate and buy. And Hexclad's super smart product description manages to balance that perfectly with just a few three-word phrases: "so you can" and "to help you".

See how to use it ➔

Bloom & Wild

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

Writing copy for gendered days is really, <em>really </em>hard. <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">And, sadly, most Mother's Day copy ends up doing one of two things. It reduces mums to a to-do list — celebrating the school runs and the packed lunches and the dentist appointments — or it goes so soft-focus and generic that it feels like a Hallmark card.</p> In fact, research from Peanut found that <a href="https://lbbonline.com/news/peanut-gives-voice-to-motherhood-in-new-invisible-mothers-campaign" target="_blank" rel="noreferrer noopener">94% of mothers feel their identity has been reduced to a single thing since having a child. Just: mum.</a> <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">But Bloom & Wild are big dogs of writing occasion copy for a reason. They just don't miss.</p> <p class="font-claude-response-body break-words whitespace-normal leading-[1.7]">Check this one out.</p>

See how to use it ➔

B&Q

Nice bit of DIY-ed copy in B&Q

This is proof that you don't need a huge agency (or even a studio of wickedly talented brothers 😉) to write good copy. This copy had been quickly typed up, printed, laminated and then stuck on the Venus Fly Traps in Jack's local B&Q by a member of staff just having a bit of fun. But that doesn't mean it isn't an absolute banger.

See how to use it ➔