Advertising

Advertising with main stream media has definitely become more challenging in the past few years with the rise of social media channels but great creative can still cut through the clutter if the message is right, at the right time. This “Right to Know” campaign followed the movement that started in California and pushed its way across the US pretesting the right to know what is in your food and forcing food brands to be transparent about what ingredients they use in their food products. Many celebrities got on the bandwagon and helped force the vote which brought awareness to the issue and has since become a hot button with consumers since. These ads helped bring attention to the foods that are the most concern ie) corn & soy. These ads were considerations to use on the back of Nature’s Path Foods packaging to give more credence to the movement.

A transit billboard concept with an interactive focus was pitched to get people to see what is in their food. By taking a Non-GMO sticker off the billboard and sticking it to their clothing they would slowly reveal the negative ingredients found in their food. Making them aware of what was in their food would make them read the labels on their food and ask questions about the lack of labelling transparency.

POP Posters

Advertising has different rason d’être and convenience stores are a different environment than grocery or corporate. Impulse buys are normal fair and trying to shout above the clutter is a real challenge when every brand is doing the same thing. Here are some campaigns that worked with online contests and apps that Circle K’s local agency has involved me in.