SHOPPER MARKETING

I freelanced for an extended period with Cooper Smith Marketing, a small niche agency that focused almost singularly on creating shopper marketing programs. Procter & Gamble was our biggest client. These campaigns were ultra successful at driving consumer behavior based on three key ingredients: meaningful offers that resonated with customers, deep understanding of the grocery environment and culture, and ‘cut through the clutter’ graphic executions.

The P&G campaigns were usually integrated with larger advertising and marketing efforts. The challenge was to take existing equities and transform them into engaging and concise in-store signage with attract visuals, instructions/calls to action, and legal disclaimers. Perhaps not the most beautiful pieces in a designer’s portfolio but worthy for the challenges they present and the marketing success they represent for the client.

Gold’n Plump Chicken was another client I was deeply involved with at Cooper Smith Marketing. We strategized and executed their “Season of Endless Grillin'” campaign, printing and distributing a calendar of fun events at which Gold’n Plump had a presence. Two campaigns, one for Wisconsin and one for Minnesota (shown here) were produced, and supported with newspaper ROP and grocery store promotions and sweepstakes.