Sharp Shopper Campaign

This projects focus was for print and out-of-home ads for Sharp Shopper, a local grocery store in Harrisonburg. This project was done in collaboration for Elements of Creative Advertising.

The Challenge

Create a campaign to promote the store, using one or more products in the store as the focus of your advertisements.

Intended Audience

Millenials

Role

Art Director, Transit Ad

Deliverables

Magazine Ad, Transit Ad, Billboard Ad, Mockups of all 3, and a final presentation.

The Big Idea

Beat the lunch rush and the price

Creative Rationale

In our research we found that millennials are at a point in their lives where they are focused on a lot of different things and eating healthy isn't the top of the list. So we chose Lean Cuisine as our product in order to advertise a cheap option that is quick and good for you.

Sketches

Each of our group members sketched 4 sketches for the magazine, transit, and billboard. Our focus was to come up with different copy and layout ideas.

Roughs

After creating our sketches we all created roughs for one deliverable. Mine was the transit ad, and we all used the same copy in different ways.

Finals

Some of our feedback included a lighter background on mine, confusion about the texting concept, and an overall lack of clarity. So, I changed to a more simple design with

Key Takeaways

Proper preparations for creating an effective social media campaign.
How to conduct a social media and a competitor audit.
The importance of understanding and analyzing metrics and data.
How to use InDesign properly and create a social media strategy book.