SHOPPER MARKETING
Attract and convert buyers ‘from till to TV’
SHOPPER-focused CREATIVE
FROM integrated campaigns and on-pack promotions to point-of-sale and sampling, get your products noticed with shopper ideas that stand out.
Here is just a sample of my retail focused work, give me a shout if you'd like to know more.
Diageo Reserve Spirits Range – INTEGRATED CAMPAIGN WITH EXPERIENTIAL
Out of home media sites across Heathrow
Behind the idea: Each year, Diageo hosts a hunt for the World's best bartenders. On this occasion, the winner was Erik Lorincz, the top bartender at the Connaught Hotel in London. The brief was to leverage Erik and his beautifully crafted cocktails into a campaign to inspire high-end travellers to explore Diageo's range of premium 'Reserve' spirits, available in Duty Free.
The campaign, which included multiple touchpoints, from digital, and press, to a full-scale airport takeover, culminated in a bespoke luxury bar experience in Departures at Heathrow.
Travellers were invited to attend via ECRM, targeted digital skyscraper ads or handpicked by our in-airport reps. Inside the bar they were treated to one of Erik's signature cocktails. A large screen showed the man himself, theatrically crafting a variety of drinks. In-bar iPads allowed drinkers to discover the range in detail and Erik's tasting notes, alongside achievable recipe ideas. The bar was a luxury oasis of calm from the hustle and bustle of the airport. To top it off, a smaller-scale version of the bar also appeared in BA's First-Class Lounge.
In Duty Free, special-build displays showed off the bottles, Shelf Barkers featured unique tasting notes, and a gift-with-purchase saw travellers leaving with a bespoke gift-box and recipe book to enjoy, and further promote the range.
Role: Developed a targeted, fully-integrated campaign with the shopper experience at its heart, from concept to delivery. Also responsible for all copy development, digital and experiential elements.
Agency: Saatchi & Saatchi X
In-flight magazine media and press advertorial
Point-of-sale and premium gift box
In-terminal bar experience
Digital ‘invite’ (targeted at regular business travellers)
DIAGEO & SCHWEPPeS COcA-COLA – integrated CROSS-CATEGORY CAMPAIGN
Behind the idea: Pleasing one huge global brand is tough. Keeping two happy at the same time is damned near impossible. When Diageo and Schweppes Coca-Cola teamed up for a cross-category campaign for Summer 2010, art director Sarah Taylor and I, knew we had a big job on our hands. Through a bottom up manifesto and iconic imagery, the campaign embraced the best and worst bits of British summertime to rally the nation to get 'Together for a Better Summer'. The work appeared in outdoor, press, digital, in bars and in stores across the land.
The campaign was so successful they ran it again for the following two years. It even picked up an MAA Best Award in 2011 for the Best Communication Campaign Featuring Shopper Marketing.
Role: Developed the concept and line for the fully-integrated campaign. Also responsible for many written elements.
Agency: Saatchi & Saatchi X
Richmond Ham
front-of-store Sampling tour
Behind the idea: We needed a sampling campaign that would get shoppers excited about the quality of Richmond Ham.
Working with the above-the-line campaign idea we needed to remind shoppers that there were no nasty ingredients in Richmond Ham. So the key was an authentic ‘natural’ fresh from the farm feel.
The TV spot created by agency Quiet Storm showed naked farmers, for our front-of-store sampling idea we had to make do with checked shirts, wellies, flat caps and branded aprons. Even so, we had fun with the final stand, which didn't look too dissimilar to the original scamp, seen here below.
Role: Developed a front-of-store sampling campaign. Also responsible for copy on multiple in-store touchpoints.
Agency: TMS London.
RICHMOND MEATBALLS
Integrated campaign with full-store takeover
Behind the idea: The brief was for a through-the-line idea to engage and excite busy mums who want an easy addition to the mealtime mix, one that she could feel good about. Richmond Sausages had been a family staple for generations, and now came in a convenient modern meatball format. To engage mums, the platform idea 'a taste of wholesome fun', offered a playful slice of the traditional, for today, by sharing both recipe ideas and fun for her kids at every point of contact.
Role: Developed a targeted, fully-integrated campaign concept with the shopper experience at its heart. Also responsible for all written elements and activation ideas for this pitch-winning campaign.
Agency: TMS London
Robinsons Fruit Shoot
seasonal ASDA OVERLAY
Behind the idea: This Limited Edition range of packs was conceived specifically for ASDA. Not only were they party-pack sized (ready for all those haunting Halloween gatherings) but they also had a fun 'gruesome party trick' printed inside each pack. From demos on how to make fake blood to freezing your own eyeball ice cubes, we gave mums the ultimate spooky solution to this party occasion that had been growing in popularity. Note the cheeky brand name tweak made especially for this promotion.
Role: Developed a retailer overlay for Fruit Shoot at Halloween, from concept to delivery. Also responsible for all content ideas and copy elements.
Agency: TMS London
ROBINSONS SQUASH
on-pack promotion
Behind the Idea: Robinsons business challenge was increasingly to fend off competition from cheaper own-brand imitations. To win over the hearts and minds of mums we delivered an on-pack that answers one of her eternal worries, keeping her kids hydrated. By giving her the tools to make drinking more fun, we knew we could get kids to take on more water. This also played nicely into the above-the-line campaign 'Make Robinsons. Make Fun'.
Offering genuine added-value, we gave mums the chance to claim a 'Fun Freebie' (Cup, Dispenser, Straw or Cooler) with every bottle purchased.
Role: Developed an on-pack promotion in line with the existing above-the-line brand campaign, from concept to delivery. Also responsible for all written elements.
Agency: TMS London
