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Concepts and headlines/body copy for a campaign to sell "heirloom" tomato seedlings by mail. Ads to appear in gardening and upscale food magazines.  


 
First photo:

guy in full rural hippie regalia in commune garden, 
holding homegrown 
"weed," 1969
 

Head: 

GREW HIS OWN, 
1969

Second photo: 

same guy,
30 years later, in Armani business suit, holding tomato seedling and sterling silver trowel, etc.

Head:

GROWS HIS OWN, 1999

Body Copy:
 

Times change. Tastes change. But your taste in home-grown greenery has always been impeccable. Which is why we're pleased to offer you our Island Girl Heirloom Tomatoes.

They're more than delicious--they're good for you (full of cancer-preventive anti-oxidants) and they're easy to grow. We include everything you'll need to get them started.

Unlike certain other foliage you might once have enjoyed, our tomato seedlings can be obtained entirely legally through the United States Postal Service with the coupon below.


Island Girl Heirloom Tomatoes:
The sophisticated way to feed your head.
 

_____________________



 
 
 
 

Photo:
lunch of ketchup, Chef BoyArDee-type
macaroni,
tomato and iceberg lettuce salad


Head:

YOUR TASTES HAVE CHANGED.

SO HAVE YOUR TOMATOES.


 

Body copy:

Our heirloom tomatoes are more than delicious. They're easy to grow (we supply seedlings, compost, and everything you need to get started), and even contain cancer-preventive anti-oxidants.

Island Girl Heirloom tomatoes: the sophisticated way to enjoy good taste and good health.
 
 

_____________________







Art: delicate antique-looking illustrations with captions beneath in calligraphy script:
 

Pansies mean
"I'm shy"
Roses mean 
"I love you"
Daisies mean 
"I miss you"
Tomatoes mean 
"I'm hungry...how 
about Italian?"

Tag line: Say it with tomatoes.
 
 

_____________________







Photo: tomatoes with early-American image in background

Head:

WHAT MRS. REVERE HAD IN MIND
WHEN SHE TOLD PAUL,

"EAT YOUR VEGETABLES!"

It's true. Heirloom tomatoes really are grown from heirloom seeds--pure, unadulterated, untreated, chemical-free tomato seedlings, nurtured from plants that have been around since Mrs. Revere's little boy was a toddler.

They're delicious. They're easy to grow. They contain cancer-preventive anti-oxidants. You might say they're the perfect food. After all, look how well Paul turned out.
 
 

_____________________
 
 

"GREAT FRUITS IN HISTORY"



art: photos or illustrations of  fruits and people mentioned

(A) Eve's apple (ca. 2000 BC)

(B) Tomato, flung at early Shakespearean actor (ca. 1519)

(C) Banana peel, first slipped on in Charlie Chaplin movie (1923)

(D) Einstein discovers you can't compare apples and oranges (1936)

(E) Quentin Crisp--or Uncle Miltie in drag (1954)
 
 

Head:

Island Girl Heirloom Tomatoes 
proudly offers you an opportunity 
to enjoy a direct descendant of (B)
at your next meal.

Body copy:

Maybe you already knew that tomatoes are technically a fruit...something to do with all those seeds. But did you know that Island Girl Heirloom Tomatoes are the sweetest, juiciest, plumpest tomatoes this side of a watermelon patch? Delicious, easy to grow, and full of cancer-preventing anti-oxidants. They may just be the greatest fruit in history.

tag:      Serve a legend in your next salad.
 
 

_____________________
 
 
 
 

art: period cartoon illustration of 20's zoot-suited 
big-bad-wolf guy, eyeballs popping from head, 
looking at curvy woman with sexy, smiling "tomato" head


Head: 

One Cute Tomato.
 
 

_____________________



 
 
 

art: plain tomato OR 
bottle of ketchup

Head: in plain typewriter font: 

"Tomato

art: sunlit fancy seedling tomato

Head: in elegant swirling 
calligraphy script:

"Tomahto"

Headline:    Accept No Substitutes.

Body copy:

You hardly need to taste them to know the difference. That subtle zest, that sweet spiciness, that indefinably delicious flavor of warm summer afternoons at the roadside produce stand...they're still waiting for you, in every Island Girl Heirloom Tomato. 

We send you everything you need to grow your own heirlooms, outdoors or in. Green thumb not required.

Island Girl Heirlooms...one smart tomato.
 
 


____________

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Art: three photos: 
 

creamy tomato sauce 
on tortellini
salsa and blue corn chips
bruschetta

Head: 

Now available in all leading formats.



fourth photo: 

sliced tomatoes with mozzarella

Head

Or enjoy it in the original package.
 
 
 

____________________







Art:  Killingly hip, modern young couple (or older couple) in designer outfits with modern furnishings and table top items, all very sleek and contemporary; tomatoes on table.

Alternate Heads:
 
 

Impress your dinner guests with your heirlooms.

Guests always feel welcome when you use your heirlooms.

Feel free to use our heirlooms at your next dinner party.
 
 

_____________________




 
 
 
 
 

Art:
very upscale tabletop shot, mimicking a very rich, elaborate Lenox  china / Tiffany silver ad; a few red and yellow cut tomatoes as accent.

Head:

(This is an ad for the tomatoes.)
 
 

____________________







Art:
1950's style man handing bouquet of tomatoes and leaves to 
thrilled-looking 50's-style woman at her front door.

OR: heart-shaped candy box filled with red and 
yellow tomatoes in frilly papers, etc.

HEAD:

Scientific evidence shows that
the shortest way to 

pretty much EVERYBODY'S heart
is through their stomach.

 

_____________________



art:    tomato atop ice cream cone. or cherry tomatoes garnishing a cake.

head:
 
 

One of the few things our product
isn't sweeter than.

 
 

_____________________




Head:           
Which is the sweetest fruit in your garden?

Four photos:

strawberries
pear tree
grapevine
tomato plant

Body Copy:

Maybe you know that a tomato is technically a fruit...something to do with all those seeds. But did you know that Island Girl Heirloom Tomatoes are the sweetest, juiciest, plumpest tomatoes this side of a strawberry patch? Delicious, easy to grow, and full of cancer-preventing anti-oxidants, Island Girl Heirloom tomatoes are sure to be the sweetest fruits of your summer.
 
 

_____________________




Photo or illustration:

shy, flirty Rubenesque young model in off-the-shoulder sundress, holding basket of tomatoes.

Head:

Sweet. Plump. Blushing. Delicious.

(We're talking about her tomatoes.)

_____________________

 
For more copywriting samples or to see my portfolio, please contact me:

iaconetti@usa.net
tel  212.254.9311 

fax  206.222.9114

 
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