Where copywriting needs to be at its most concise. Words counts are stingy and often expressed in numbers of characters. So you need to make sure you get to the point with verve and immediacy. If you can inject some colour and personality while you’re at it, so much the better, often but it’s a little like squeezing more letters into a crossword box.

We’ve written packaging copy for Bottle Green, Crabtree & Evelyn, Dove, PepsiCo and Walker’s among others.

You need to remember when people are supermarket shopping, they’re not looking for a good read — it’s a case of information first, and then finding a quick way to make an emotional connection.

In a book shop, it’s a different matter though. For three years on the trot, we created a series of fun Christmas table-top posters for Waterstone’s (left), putting a festive spin on different book genres.