Specimen as proof

The pattern

This commercial ad is filed under Specimen as proof.

Define

A specimen (type, material, finish) is shown so the product proves itself under comparison.

Mechanism

Controlled display. Same conditions, side by side, no adjective required. The sample is the sentence.

Verdict

Buyers choose by eye or by hand and we can put the real thing in front of them.

Why it works

Naming the breed, 'خروف نعيمي', and the cut, leg or shoulder, speaks to buyers who choose meat by breed, and 'ORIGIN SAUDI' with a 'طازج' badge answers the freshness question before it is asked. The grapes come in two sizes, per kilo or a 3.95 punnet, so a small household is not priced out.

The big idea

Six fresh foods shown close and well lit, as a shopper inspects them, each labeled with origin and per-kilo price, with Naimy lamb and camel flagged as Saudi.

The offer

Per-kilo prices, 11 to 14 Shawwal (3 to 6 June 2020): grapes 6.95 SAR or a 500 g punnet 3.95, tomatoes 4.95, Naimy lamb 49.90, camel 39.90, Roumy cheese 32.95, sea bream 27.95.

The proof

Country of origin on every panel, 'fresh' badges on the Saudi lamb, camel and fish, and the Roumy cheese's old price of 42.95 struck through with 10 SAR saved.

Lines from the ad

أكثر بكثير من مجرد توفير!

Much more than just savings

Steal this when

When a grocer's fresh counter carries local products that shoppers value by breed or origin.

The emotion

Written to Desire. It makes the Say move.

The grapes, meat, cheese and fish are shown up close and appetizing, with the per-kilo price, origin and offer dates printed plainly beside each photo.