Food ingredient messaging is often written in the ingredient company’s voice and focuses on the products/services that it can provide to its customers. By writing this from the customer’s perspective, ADM has succeeded at giving the message more weight. It allows other foodservice operators to see the value ADM can provide, as the ad is much more relatable.

While the angle of the message is refreshing, the copy seems to read like it came from a paid writer. This ad could have been stronger if ADM had gathered actual quotes from its customers. (Note: ADM may have done this. We are making an assumption that they did not.)

In addition, the close-up food photography shots and the large, blocked headlines help to grab the reader’s attention. The on-location kitchen shots add credibility and personalization as well.