• Copywork365
  • Posts
  • 19-NOV-2025 | Excerpts from Sainsbury’s Bruised Potato Ad

19-NOV-2025 | Excerpts from Sainsbury’s Bruised Potato Ad

Author

Dan Bogachek
November 19, 2025

Toolbox by Copywork365

Liking the daily exercise?
Wait till you see this.

Toolbox is your swipe file on roids.

It’s a database of world-class excerpts just like the ones we cover right here on the daily.

Browse through hundreds of pieces (and growing!) spanning ad copy, webpage copy, and literature.

Each and every one comes with granular analysis on what makes everything tick and why it works.

All the tools, techniques, and psychology we touch on here, but in their full depth. Making it even easier to master these “devices” and apply them to your persuasive writing. And filtering by author or brand means you can steal the secret sauce from your very favorite writers, copywriters, and brands.

So if you’re looking to level up with a forever resource, I’ve got a forever deal for you.

Join the waitlist to get lifetime access for a single flat fee — when Toolbox launches.

Oh and I really do mean lifetime.

Even if the internet ceases to exist. I’ll work day and night to ensure you receive a physical book copy. Hell, clay tablets, if it gets that bad 😅.

Even when it’s 100’s of thousands of excerpts. Pinky promise.

Excerpt from Bill Bernbach’s 1947 Agency Letter

Can you tell which potato is badly bruised?

Neither can Sainsbury’s.

The potato on the top was the villain but you’d never have known just by looking.

It was harvested in frosty conditions and bruised beneath the skin where you can’t see.

And what you can’t see we can’t see either.

So at Sainsbury’s we’ve had to find another way round the problem.

It’s called prevention.

We buy our potatoes direct from a select group of growers and we lay down very strict conditions.

…

And whether you buy King Edwards, Maris Piper or Desiree (to name but three) you can be sure of one thing.

Their beauty will be more than skin deep. 🏁

High “oomph-per-word” ratio in this one.

For each paragraph and section, ask yourself:

  1. What is it achieving at the present moment?

  2. How does it relate to the previous part?

  3. How does it compel me to continue onto the next part?