EACH WEEK, I MAKE THE MOST OF MY DAILY COMMUTE AND GIVE MY TAKE ON SOME OF THE ADVERTISING ON LONDON UNDERGROUND. SOME OF IT'S DECENT, SOME OF IT'S CRAP. THIS WEEK... FARMDROP.
The original Farmdrop tube ad.
Spring has finally sprung here in London and Farmdrop caught my eye on the tube recently with their ad promising me fresh products straight to my door. Although Farmdrop as a brand is familiar to me, I've never used one of these types of service before. That said, the benefits of getting high quality food delivered straight to your door is hard to ignore.
The original Farmdrop ad is a bit different to what we're used to here at MTCG. There's a lot more text than we're used to which can be a good thing on tube ads because generally people on tube trains have time to read. However, that doesn't mean its easier to get your message across if there are more words to use. Often, longer ads become rambling and fail to get the message across as succinctly as they might. This offering from Farmdrop isn't far off that.
The copy on the ad is meandering and fails to provide one call to action throughout the ad. Even the heading, which should grab attention, falls flat. Swap up a bit of your grocery shop would struggle to sound less enticing if it tried. The idea of going back to how food used to taste is a long-winded way to get to the food being freshly made and produced. And while I like the detail about butter whacking and wood-fired ovens, it still feels like Farmdrop are simply describing some of their products as opposed to engaging with the audience.
In my reworked ad, I've tried to liven things up while still keep with Farmdrop's original longer copy style. Freshen up your groceries immediately engages better with the audience while having a double mean with freshen up meaning fresh and change. In the rest of the copy, I've focused on fresh food over and over again. Farmdrop should represent fresh products and I feel this reworked text makes that stand out much better.
My re-worked Farmdrop tube ad.