The sausage roll—a staple of any bakery—a staple of any lunch time offering.

 

So when Morrisons were dishing out a twelve-incher (the only one of its kind) we had to get that message out there.

 

This was as pure as it gets from a copywriter's perspective. No flashy graphics. No 3D renderings. Just some words.

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I wrote copy that centred (literally) around the letter ‘E,’ creating the ruler-like art direction which mirrored the twelve inches of fluffy pastry