Project Type: Spec
Goal: Showcase range in brand voice, copy length, and audience targeting
Product: Literary-themed triple-layered kitchen sponges
The following five pieces of ad copy were written as part of a speculative campaign I developed for Neat & Novel sponges. After writing a product description for Neat & Novel as part of an application for the content coordinator position at Webstaurantstore.com, I saw an opportunity to develop additional copy to demonstrate my tonal range and rhetorical flexibility. I image each piece as part of a larger campaign to engage sellers across various social media platforms.
Please note that none of the following was commissioned by or is affiliated with the Genuine Fred brand or their Neat & Novel product line. Furthermore, I produced no part of the following for commercial use by Webstaurantstore.com.
Lifestyle copy, luxury tone, long form (91 words)
You choose your ingredients and prepare them carefully, slicing and simmering, savoring the sights and aromas of cooking. Let Neat & Novel help you transform cleanup into a similarly sensuous experience. Each sponge is designed to fit your hand and offers three layers to refresh cookware and surfaces. Tasteful book-cover designs allow for readerly immersion into clean-up. When all’s finished—countertops glowing, plates and bowls resting on their shelves, cutlery settled in the drawer divider—you’ll breathe freely, feeling as cleansed as the Neat & Novel sponge drying above the gleaming basin.
Campaign hook: “Your cleaning routine just got a plot twist.”
Narrative-driven Instagram caption (66 words)
Audience: Social home cooks
Once upon a time, cruddy counters and dirty dishes threatened to derail a long-awaited reading group luncheon. Then came Neat & Novel sponges. Their three cleaning layers, vibrant book cover designs, and clever literary puns make pre-party cleanup feel like savoring the last pages of Pride and Prejudish—er, Prejudice—as the party train rolls in.
The end? No yet—there’s still the bathroom to clean.
Tagline-driven blurb (76 words)
Audience: Gen-Zers
You always heart a well-plated meal. Your Instagram feed is full of how-tos for homemade baba ganoush and eggplant parm. But offline, there’s no scrolling past the crusty remnants on trays, plates, and counters.
No big. Neat & Novel’s got you. These compact scrubbers pack three layers of cleaning punch, and their classic book cover puns will add literary flair to after-photos of grit-free cookware and gleaming cutlery.
Add to Cart. Your post-worthy clean starts here.
Campaign hook: “Scrub up on the classics.”
Instagram caption (41 words)
Audience: Gifters
Need a gift for the bookworm in your life? Featuring colorful cover designs and puns of classic titles (Pride and Prejudish, anyone?), these lit-smart sponges charm long after the dishes are done and make the perfect little takeaway for literature lovers.
Tagline-driven blurb (58 words)
Audience: Literary lovers, print readers
Household chores cutting into your reading time? These novel hand-held scrubbers have three layers to soak up suds and cut crud, and their book cover designs and smartish puns (Much Ado About Scrubbing, Pride and Prejudish, The Sponge Also Rinses) infuse even the most gruesome grind with literary flair. Scrub up on the classics with Neat & Novel.
Created as part of a voice flexibility showcase for portfolio purposes.
Not affiliated with the Genuine Fred Brand or the Neat & Novel product line.
Patrick Faller 