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" ... Additionally, commerce-enabling food and CPG advertising that runs in recipe content is another way to leverage digital recipes. This enablement in recipes grows engagement and helps shoppers solve their meal planning with a click. The more that a shoppable experience can reach the consumer in the right context online, the more likely they are to add items to their baskets. While it may seem natural to add a bag of flour to your cart directly from a recipe, for items that are less natural to add to carts, like avocados and chicken, marketers can contextualize those items for a shopper. For example, try offering fresh chicken within a bundle that includes barbecue sauce, charcoal, and lighter fluid for grilling during the summer. ... "
" ... I never had a problem slicing and scooping my avocados, but taking the slippery, stubborn pit out was rarely quick or seamless. I, like many people in the culinary industry, witnessed someone cut through their hand by whacking a pit with a chef’s knife. It actually happens more often than you would think, and with just a little too much force, it is easy to cut all the way through the avocado pit to your hand. I promise, after you see that or do that, you will never approach an avocado pit the same way again. So, since I can’t unsee it, I have tried all of the safer methods that I could find. They all work, but none are quick and easy or fullproof. Most of the time, the safer methods would take a few turns and I would wind up with chunks of avocado clinging to the pit or on my fingers. I was ok with that, and just assumed that was what I had to do to be safe. ... "
" ... It seems likely that the success of the campaign, at least early on, will hinge on the extent to which a large proportion of the target audience becomes both aware of and engaged with the characters. Clearly, the data-driven consumer insight the campaign is built on is a strong one due to the reality that avocados are not easy to deal with. What is different here is that the aim appears to not necessarily get everyone familiar with the characters. The availability of finer analytics today would appear to make it easier to pinpoint target users, which is the goal. Yet, it will be interesting to see whether something is lost by not everyone in the general public recognizing a character such as the Geico Gekko. ... "
" ... We can all agree on one thing: nobody likes to wait. When we go to the airport, we like our flights to be on time, and when we head to the grocery store, we want our ripe avocados to be in stock. ... "