Who's for an 'ambient' sausage roll? 8 February 2010
Peckish? The Plain English Campaign was certainly hungry for an explanation about this product description from the Co-op. It turns out that the ‘ambient sausage roll’ label isn’t part of a new range of chilled out meat products, but the result of a clerical error.
Plain English please
The Plain English Campaign also highlights more deliberate copy bloomers with its annual awards. These celebrate the best (and shame the worst) of written communications.
Useful things
The Plain English Campaign website is worth a visit anyway if you haven’t had a look already. Try out the gobbledygook generator. It’s fun. But I would say that.
Written by Camilla Zajac
Camilla Zajac is an award-winning copywriter dedicated to uncovering what’s exciting and unique about organisations and empowering them to communicate that with impact. Learn more about copywriting services from Green Light Copywriting.
Heh! I suspected that’s what they meant. Over in Sainsbury’s, the banners over the aisles in Arnold and Castle Marina now have space dedicated to Ambient Fruit Juice.
— Alex Foster 8 February 2010 1:19