The brief

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I was commissioned to create point-of-sale (POS) copy promoting Pets at Home's wild bird food range. The objective was to encourage customers to feed garden birds while highlighting the benefits of the products in a clear and engaging way.

Alongside this project, I also provided freelance support on a range of ad hoc POS campaigns across the business.

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The process

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When you're writing POS copy, space is at a premium. The challenge is communicating enough information to catch a customer's attention without overwhelming them.

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For this campaign, I focused on the simple benefits of feeding wild birds, particularly fledglings and nesting birds that require extra energy throughout the year. The copy needed to be informative, easy to understand and visually punchy enough to work alongside the supporting imagery and product packaging.

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The outcome

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Simple, effective retail messaging

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The finished POS copy helped communicate the benefits of the featured products in a way that was accessible and engaging for shoppers. By combining clear information with concise, customer-friendly language, the campaign supported both customer education and product awareness within a limited retail space.