Friendly City Food Co-op: Print/OOH Ads
The Friendly City Food Co-op is a community-owned grocery store that provides access to locally sourced, organic, and sustainably produced food and products.
The Medium
Using provided branding, create one magazine ad, one billboard ad, and one transit ad; along with a media plan of where those ads will be placed specifically.
The Team
Myself, Anna Hansohn, and Grace Pierce.
The Solution
Utilize “The Power of Cute” strategy to pull target audience in due to parents of children with allergies being more concerned for their children, even unconsciously on some level.
Create a cute character to evoke a happy feeling to associate the co-op and Babybel Dairy-free cheese, the product of choice. Having a character makes the ads unique, increasing the likelihood of memorability and engagement because it doesn’t look like a typical ad.
Magazine ad
Purpose
Educate consumers on what Green Miles and SAF is, how you can utilize the new leaderboard system, and earn rewards.
The Ask
Promote the store to a specific intended audience, parents of children with dairy allergies, using one product from the store as the focus of the advertisements.
Creative Brief and Sketches
Roughs
SMAD 342: Elements of Creative Advertising
Transit ad
Purpose
The leaderboard is an example of the top 5 airports in the USA whose flyers are using SAF-fueled flights the most.
Billboard ad
Purpose
The Instagram story is a quiz about sustainable aviation fuel, and users can earn miles by choosing correctly!
