Thanks all for feedback on the first Herald ad. We’ve designed the next 3. That’s a slideshow, you can click through all 3. We took some of your initial feedback into consideration when designing them:
- Making it clearer that Clover is a restaurant, not a farm
- Highlighting the word “farmshare,” we think it’s more evocative/relatable than the word “CSA”
- Highlighting specifics about amount of food, type of food, farmers
We’re posting them here before they run, to let you guys give us your feedback. Use the comments section to leave your thoughts, impressions, etc. We think the Clover CSA program is one of the most exciting things to happen to local food in the whole country, and I’m not too practiced at the whole advertising thing. So tell us what you think.
These are certainly snazzier! I can only see two ads, though.
You guys just made a post about the Clover brand — in light of that, I think it’s worth considering that the phrase “more than you can eat” (which appears in both of the ads I see) seems very antithetical to that brand. The CSA project fits very well within your brand, but that phrase does not.
Have you guys tried to convert the “300 lbs of produce” figure into a weekly number? I’ve never met anyone in my life who thinks about the food they eat on an annual scale. No person is going to be able to contextualize that number — that’s why CSAs talk about how much produce you get per week, not per season. If someone asked me what I was going to cook with 300 pounds of produce, I would panic — I don’t have any way to store that, much less to even begin thinking about cooking it. It sounds like some kind of cooking show challenge; it’s just a jarring question. Three pounds of potatoes is exciting. Thirty is overwhelming.
I agree, “more than you can eat” got me too. I’ve been a CSA member for years and have grown accustomed to sometimes receiving vast quantities of veggies and the challenge to consume or preserve it before it goes bad, but you don’t want to scare people off at the outset. It might be better to describe the weekly amount of food by weight or container size or number of people it would feed.
Hi all,
Finn is echoing much of what I was thinking. Our CSA tells us we will get 14-17lbs per week of produce. Personally, I found the “more than you can eat in a week” statement to be a little irritating…it would make me worry that I would be wasting food. Perhaps instead you could put something about splitting a CSA share or about family size instead?
Great stuff, Finn, Mary and Jesse!
I was kind of trying to shock people and get their attention – maybe I went a little too far with the 300 pounds thing.
Just updated the third ad – see what you guys think of that one.
Hi Lucia,
I like the tomato add — except for the more than you can eat. I would just take that part out. Otherwise, it looks good
Don’t you think there’s a stigma that fresh/local/organic has to mean not filling/not affordable/not enough food? The “more than you can eat” was sort of an idea to counter that.
I think you’re right that it might turn off someone who already gets a CSA and knows about them, but what about those who have never heard of one?