Community Natural Foods

2024 Campaign Creative

A comprehensive campaign to sustain CNF through all of 2024 featured various fruits, vegetables, and other products paired with classic wellness words and concepts (Balance, Stillness, Connect, Rhythm, etc.) This concept appears all over Calgary and Edmonton, from digital to OOH.

Each of these has unique subheads that were not ready when this image was assembled.

Radio Copy - Planet Protector

I wrote a lot of radio copy for CNF, everything from full 30-second spots like this one to campaign-specific donuts that had 10-second gaps for sales- or event-focused copy that could be mixed and reused as needed. My background in the performing arts was a big help here: as someone who has read radio ad copy, I know how to write it out so it’s easy for the actor to read and how to keep things under time.

Google Display Network Copy - Edmonton Store Opening

Now we’re into the real copywriting nitty-gritty. Here are some variations for GDN, which requires multiple unique variations for every ad placement. Writing these to be different, on-brand, and under a strict character count is a real challenge!