Your Copy Can't Be Too Literal

I bought a bag of organic tortilla chips and most of the copy on the bag is as you would expect. It’s friendly, has an informal tone of voice, and really seems to be speaking to the kind of person who would buy organic tortilla chips. These are lime flavor, so they also happen to be quite delicious. But the copy on top of bag, right next to the pre-cut notch to help you open the bag, says “Tear to Eat.” I know that is shorthand for “tear open the bag here, reach in to grab some chips, and eat them,” but their version makes me think the bag is edible too. Crazy? Sure. But it’s a short trip from recyclable to biodegradable to edible.