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Project Summary: Challenge: Create an FSI that would (1) promote an adult cookie, (2) promote a kids cookie, and (3) feature savings on either of the two brands. Solution: At first, I tried to write two headlines, one for each target group. But I thought the messaging became too lengthy and complicated, and the tonalities clashed. Then I realized I could combine the messaging with what the products had in common: chocolate chips and savings. A complex message was delivered to moms in four syllables in one upbeat visual. Concept: Keith Gillespie Copywriter: Keith Gillespie Agency: QLM Marketing

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