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Belgian biscuits, packaging & why copywriting matters more than you think

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Belgian biscuits, packaging & why copywriting…

Jan 13, 2020
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Share this post

Belgian biscuits, packaging & why copywriting matters more than you think

creativesamba.substack.com

A few years ago Rory Sutherland and his team at Ogilvy UK received a phone call from a Belgian colleague. The guy was super worried. One of their clients, a leading Belgian biscuit manufacturer, decided to replace their most popular brand with a new and healthier low-fat recipe.

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