New print ads from ADM focus on a unique perspective—one from the foodservice operator’s point of view. The ads utilize testimonials from actual ADM customers. In both ads, the operator references a trusting relationship with Gary, the distributor, who works closely with the ADM sales rep. Gary recommends a specific ingredient to the operator that meets the needs of the application at hand, i.e., ADM Springup® baking flour for new Cinnamon Swirl Bread, which offers consistent quality at an affordable price.
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.