'Are you kidding? I would buy this immediately': Internet completely divided over utterly bizarre food label

Author image for Remy Millisky
Remy Millisky • Writer and Editor
Jan 10, 2023 11:00 AM EST

As the saying goes, in marketing, all attention is good attention, but is that really true of this bizarre labeling choice? People had very strong opinions, both positive and negative, about the super weird label on this food. 

Twitter user @theactualemma shared a photo of a plant-based food product, with the caption, "I've never put something back on the shelf so quickly lol." The photo, as you can see below, shows a long mismash of a paragraph, with phrases like "yesss wee knowwwwww iiiit's on EVERYYY PACCKKKKKKKK." 

The singular sentence, which also has no punctuation, is proving quite divisive. Some people loved this copywriter's bold idea, and said they'd be swayed to purchase the product for themselves. Meanwhile, it was a major turnoff for other people, and there were tons of jokes to be made about this run-on sentence. 

I tend to side with copywriters doing whatever they feel like, for obvious reasons. However, in this case, I think the writing does look a bit last-minute, and it's not very informative about the product, which is certainly helpful when you're in the supermarket deciding between brands. I'd probably put it back on the shelf too, if only because it's a major eyesore to read! I hope the copywriter is out there still bringing big ideas to the table, where ever they may be now. 

Next, check out these tiny animals (and their owners) who are having a very bad day. 

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  • 01
    Sky - Emma Devlin Ⓒ @theactualemma I've never put something back on the shelf so quickly lol
    via @theactualemma
  • 02

    Here's the photo @theactualemma shared.

    Font - TM THIS is plant-based food for meat loverssss yesss wee knowwwwww iiiit's on EVERYYY PACCKKKKKKKK ummm haveihitthewordcountyet wham bamthankyoumammmm iicccannnnttbeeellieeevvee tthhhaatttthiiiisssissssss myyyyjoobbbbbbbbbbbbb lolllthoidovaluethecreative freedoommmzzztheysaiidi couldwriteliterallyanythingi wantunluckyyyybyeeeeee thankscheersbye HOW INGR Plant pea p Wate (7%), (Radi Rape Asco For a May SUITA STO Store Suita not re CON Email or wri 100 C
    via @theactualemma

    It's a long run-on sentence, and it takes us on a journey. It starts off normally for the most part, before devolving into nearly-unreadable chaos. "theysaiidicouldwriteliterallyanythingiwant," claims the writer. 

  • 03

    The comments and QT's were popping off. Some people loved the sentence, others couldn't stand it.

    Font - generalised mangxiety disorder @mangmangmang Replying to @theactualemma and @janhopi I absolutely hate that this company actually makes good stuff
    via theactualemma
  • 04
    Font - Emma Devlin Ⓒ @theactualemma Replying to @mangmangmang and @janhopi To be fair, I would normally go for it. I think I was just feeling particularly curmudgeonly today. I'll check them out!
    via theactualemma
  • 05
    Font - generalised mangxiety disorder @mangmangmang Replying to @theactualemma and @janhopi No, not at all, I don't blame you for recoiling from the horrible copywriting, maybe a customer boycott will make them rethink their strategy
    via theactualemma
  • 06
    Font - Party Boys @BowcatManifesto Replying to @theactualemma @mangmangmang and @janhopi I couldn't bring myself to buy it due to a sort of "about" section that said something along the lines of "THIS is a zany idea that came out of the bearded heads of these two guys" with a picture of the two guys in question. No clue if it's a good product
    via theactualemma
  • 07
    Sky - from a woman's perspective @femaleballer98 I stand with lazy copywriters
    via femaleballer98
  • 08
    Font - lil psoriasis @earthw3rm : Are you kidding? I would buy this immediately. Instant solidarity with anyone f around at their job.
    via @earthw3rm
  • 09
    Sky - Carly Ayres @carlyayres counterpoint: 10/10 no notes
    via @carlyayres
  • 10
    Font - tian @tianboleyn every introvert has hung out with a person like this and gone home EXHAUSTED
    via @tianboleyn
  • 11
    Human - bug man @hewwocourt This is how I text
    via @hewwocourt
  • 12
    Sky - Flacko Adventure @FourthTimeHuh You'll never be Dr Bronners Fake Meat stop trying
    via @FourthTimeHuh
  • 13
    Sky - KRIMINAL KOMATS The S Poster @ARTHURdented There's a way to pull this off. But this is absolutely the worst way.
    via @ARTHURdented
  • 14
    Sky - aly @antifrwgile when my cats sit on my keyboard
    via @antifrwgile
  • 15
    Font - callithump J @calli_thump companies trying to act human makes me think of skinwalkers
    via @calli_thump
  • 16
    Organism - Erin McPherson @mcpherserin I know some copywriters if you want to pay someone for actual work.
    via @mcpherserin
  • 17
    Font - f capitali$m! @thotawan I don't know when or why companies decided to market to us like we are all 11-13 on Instagram in 2012 but I need them to stop immediately
    via @thotawan
  • 18

    Lots of folks were tired of the shenanigans. Just tell us the dang ingredients and what it tastes like!

    Font - Goofxist @goofxist We're so h*ecking relatable awesomesauce amirite
    via @goofxist
  • 19
    Sky - Lianna Patch @punchlinecopy the cringe is strong with this one
    via @punchlinecopy
  • 20
    Font - dreaming like a crash test mannequin @butwhyalex I'd actually buy this based on this copywriting alone.
    via @butwhyalex

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copy label food writing plant-based grocery store
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