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RETAIL ACTIVATION // INITIAL CONCEPTS // PHOTOSHOOT ART DIRECTION
Shopper marketing campaign for Alpen’s new Oat Granola range.
I presented several ideas to the client, all of which had considered retail activations. Once a route was selected, I developed a photo brief and art directed the photoshoot. The campaign idea was then rolled-out across various retailer touch-points, including; in-store displays, retailer magazine ads and OOH displays.
ALTERNATIVE CONCEPTS (below):
No.1 + No.2 ‘Mountains of…’
Playing to the heritage of the brand, the spoons heaped with granola create mountains of the product. The phrasing ‘mountains of…’ boasts the product’s credentials and generosity of ingredients. ACTIVATION IDEAS: Sampling station in the style of a ski lodge, die-cut mountain scenes. WIN skiing holidays etc.
No.3 Start Bright
A play on ‘start right’, but also has connotations of being healthy, positive and making an intelligent breakfast choice. The word ‘Bright’ also supports
the sunburst device from the packaging. ACTIVATION IDEAS: Using light (LED/illumination) throughout signage and display units. Gift with purchase/WIN: Prizes to help brighten your morning: light-up alarm clocks, travel paid-for etc.
