Giant Tailgating
A yearly campaign, tailgating is identified as a major market-driver during late-August/early-September. I was tasked with redesigning and updating collateral for this year's tailgating campaign.
This included using a variety of tactics in both print and digital to encourage sales on select items to not only make tailgating with your friends and family easier, but also cheaper.
I created two stanchion signs to be printed in stores to encourage sales of catering trays (as branded under GIANT Entertaining), as well as grab-and-go appetizers that you can heat and eat last minute on game day.
Digital Ads
Digital banner ads were created to encourage sales on Extended Bonus Buy items, which at the time were themed to tailgating and game day snacks such as soda, chips, fresh fruit, and more. (Extended Bonus Buys are month-long deals that run beyond the usual week-long deals customers are familiar with).
In-store Digital Screens
A variety of digital screens were requested to promote numerous aspects of tailgating and game day parties. The first of these screens promoted a meal deal on chili, where if you bought a package of ground beef, you would get four other participating items for free. The next two would promote GIANT Entertaining and grab-and-go apps for game day, similar to the in-store print pieces. The last would then promote the tailgating themed Extended Bonus Buys, also advertised through the above digital banner ads. These screens would play throughout the store in our meat, deli, and frozen departments.
Gas Station Screen
The above Extended Bonus Buy digital screen was then adapted to be played on GIANT gas station screens, to add another call to action at the pump to come in and save on tailgating and game day snacks.
GIANT Summer Moments
As one of my first major campaigns at the GIANT Company, I was tasked with leading the creation of digital assets for sales during those busy summer months.
As briefed within our marketing team, this involved using a variety of digital tactics to create the feeling of certain summer time moments and events that would encourage repeat visits from our customers. This included picnics, cookouts, pool parties, and general vacation needs.
I was heavily involved with the photoshoot where we captured much of the photography and video with an agency partner. From there, I identified the applicable assets that could be used within the deliverables assigned to me. A selection of these deliverables can be viewed below.
Summer Emails
Two emails were identified within our brief to drive sales during the summer months. The first was an email to inspire our customers to take advantage of numerous deals and promotions at our stores to help them with their summer cookouts. Specific items were identified to help our customers get the best value, so they could create the best summer cookout with breaking the bank.
The second email was sent out mid-week during one of the more slow weeks of the summer. This would encourage more sales during this time by enticing the customer to take advantage of high value deals, as well as a custom coupon to save on their whole cart.
Untappd Digital Ads
It was also important to encourage beer sales for summer cookouts and other summer gatherings. GIANT partners with the Untappd app to provide digital ads within the applciation to promote beer sales both in-stores and online.
In-store Digital Screens
Two digital screens were requested to encourage sales of common grilling items. The first was a general screen that would highlight GIANT’s own brand of grilling items such as burgers, hot dogs, and cheese. This would encourage saving money with higher savings, while still providing a high-quality cookout.
The second would then highlight items that were on Extended Bonus Buys during the month of July. Extended Bonus Buys are month-long deals that run beyond the usual week-long deals customers are familiar with.
Gas Station Screen
The above Extended Bonus Buy digital screen was then adapted to be played on GIANT gas station screens, to add another call to action at the pump to come in and save on summer items.