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  • 25-DEC-2025 | Sainsbury’s “Squash 10% more fruit juice” Ad by David Abbott

25-DEC-2025 | Sainsbury’s “Squash 10% more fruit juice” Ad by David Abbott

Author

Dan Bogachek
December 25, 2025

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Sainsbury’s “Squash 10% more fruit juice” Ad by David Abbott

Sainsbury’s squash 10% more fruit juice into their squashes.

Sainsbury’s High Juice fruit squashes really do live up to their name.

They contain 50% more fruit juice (twice the legal minimum) and 10% more than the competition.

We squash on average seven oranges into our orange squash, nine lemons into our lemon squash and ten limes into our lime cordial. (Quite a squeeze but worth it.)

What we don’t put in are artificial colours, flavouring or sweeteners.

So even when you dilute to taste, it’s still a delight to taste. 🏁

  • So much number specificity. “Well 10% is kinda arbitrary, no?” — that’s alright, we’ve broken it down by flavor. All the numbers add credibility & make it sticky.

  • Tactical parenthetical sentence, woot woot!

  • Nice intra-sentence repetition. “Squash 10% more… squashes” and “dilute to taste… delight to taste.” Brings a pleasant symmetry.

  • Note how even thought the whole thing is written about the squashes (they) and what Sainsbury’s does (we) — it ends on “you?”