McClure’s makes its pickles just outside of Detroit, Michigan and in Brooklyn, New York. Every jar is hand-packed, the cucumbers hand-sliced, and the labels, by eco-friendly printer Rolling Press, are printed with soy and vegetables inks and chemical-free plating using wind-powered electricity. Their most recent advertising, created by Dearborn, Michigan-based Team Detroit is a copy-intensive print ad that questions the practice of taking wine to dinner parties. The sepia-toned ad uses negative space, strategically-placed wine splatters, a McClure’s label and lots and lots of copy to effectively make its point.
Nando Costa’s title treatment highlights the duality of inspiration and competition.