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Hire A Copywriter Next Time

March 5, 2013 By 3 Comments

Iconic brands with money to burn ought not to miss the ball completely. But sometimes they do. What’re you gonna do?

catch_caught

Take McDonald’s recent effort to introduce the public to Fish McBites, a new menu offering.

Fish McBites are made of Marine Stewardship Council-certified sustainable Alaska pollock. That’s news that needs some ‘splainin’. Wouldn’t you agree?

Yet the brand chose to say, “The catch that’s caught here.” I’m underwhelmed. When launching a new product from the wilds of the ocean, you need taste appeal.

Here, let me help:

  • Line-Caught in Alaska!
  • The Other Other White Meat
  • Small Bites of Big Fish

Let’s also work the sustainability idea in:

  • Millions and Millions Will Not Be Served
  • Sustainably Harvested And Deep Fried

    • Hire a copywriter next time. Bad advertising is bad enough, but bad outdoor advertising is a public nuisance.

    Previously on AdPulp: A collection of McPosts

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    Filed Under: Creative Review, Out-of-Home
    About David Burn

    I wrote my first ad for a local political candidate when I was 17 (she went on to win her race, and I felt the power of persuasive copy for the first time). Today, I live near Portland, Oregon and spend my days building brands for companies that matter.

    • http://twitter.com/MintyFreshSF Minty Fresh Digital

      Nice. Hire a writer. Or, better yet, hire a persuader who writes. Clearly many copywriters don’t do that.

    • Wendy

      What makes you think this isn’t the work of a copywriter—and probably a highly paid one at that? My guess is it came from DDB, Leo Burnett or Arnold.

      • http://adpulp.com/ David Burn

        You’re right, Wendy. It was written by a copywriter. Not sure which agency has the Pacific Northwest regional account. I actually heard the radio spot from this campaign in the car today and it makes much more sense in that context. The line is the campaign tagline and the “here” is supposed to indicated the PNW, not just here as in here at McDs.

        So, if I were to revise the headline on this post, it might sat, “Hire A Creative Director, Next Time.”