New Lower Prices

Overview 

Faced with significant economic challenges, our client required a campaign designed to attract consumers by emphasizing price reductions. In a competitive landscape where competitors were also vying for market share, we launched the New Lower Prices initiative to not only spotlight the most affordable grocery offerings but also reinforce value and support within local communities. This campaign marked a strategic shift, directly addressing economic pressures through meaningful price adjustments across stores. By investing in lower costs, the initiative sought to re-engage price-sensitive shoppers, increase store traffic, and ultimately drive sustainable growth.

My Role 

Creative Client Service Supervisor 

Key Audiences 

Primary  Price-sensitive, secondary & lapsed shoppers: 

Lapsed Secondary Shoppers (35-40% of focus) and Downgraded Secondary Shoppers (35-40% of focus). 

Secondary - Competitive Acquisition Targets

Current competitive shoppers matching our Secondary shopper profile and price sensitive shoppers within the trade area.

Deliverables 

1. Paid Media: Radio spots, digital audio, Meta social, display ads, Taboola, Fetch, and CTV.

2. POS: Hero banners, bag stuffers, A-frames, register signs, solution ends, and price tags.

3. Digital: NCR screens, In-Store Connect screens, email assets, landing pages, slider adaptations, and BRTV screens. 

Role and Responsibilities 

1. Led client onboarding through structured intake and kickoff briefings to define project scope, objectives, and success metrics.

2. Allocated budgets and developed estimates for services outside of retainer agreements, ensuring financial transparency and strategic alignment.

3. Conducted in-depth competitor analysis and audience segmentation to inform positioning and maximize campaign reach.

4. Collaborated cross-functionally to prepare internal departments for execution, aligning creative strategy with media planning and overarching client goals.

5. Structured detailed timelines and managed budgets throughout campaign development, ensuring deliverables remained on track and within scope.

6. Directed integrated teams across creative, strategy, and media, fostering collaboration and maintaining alignment with brand vision.

7. Delivered mid-campaign performance reports and final campaign analysis, translating insights into actionable recommendations for future initiatives.

Conclusion

The campaign stayed fully within budget while over‑delivering across key performance areas, achieving strong reach through streaming audio, CTV, and display. By expanding into these channels, the initiative connected with consumers in new, high‑impact environments and strengthened overall visibility. Additionally, Fetch played a crucial role in reactivating lapsed shoppers and driving significant customer engagement, reinforcing the effectiveness of the New Lower Prices strategy.

The campaign drove nearly 85,000 tracked in‑store and online purchases across Meta, Google, and Fetch, alongside approximately 873,000 verified store visits attributed to Catalina, display, and CTV. Additionally, Taboola value‑add media delivered 455 new Rewards program sign‑ups, further strengthening customer engagement and loyalty.

Holiday Branding 2025

Overview

During the holiday season, consumers are cautious with their spending yet still seek festive experiences, creating a challenge to deliver both value and joy across three distinct banner brands. Each brand requires tailored messaging that highlights its unique value proposition while maintaining a cohesive holiday theme designed to resonate with both primary shoppers and secondary or lapsed audiences. The campaign objective is to build a unified holiday strategy that reinforces value while elevating the emotional aspects of shopping, using in‑store décor and carefully crafted messaging to strengthen loyalty and attract new customers. This approach ensures that each banner contributes to a larger, cohesive narrative while still speaking directly to the needs and motivations of its specific audience.

My Role

Creative Client Service Supervisor 

Timeline & Team 

8 months - Creative Director, 6 Designers, 1 Media Director, 1 Media Planner, 2 Project Managers, and a Production Team

Key Audiences 

Primary  Price-sensitive, secondary & lapsed shoppers: 

Previous customers who shifted to competitors and deal‑seeking shoppers comparing prices across multiple stores are cross‑shopping heavily during the holidays.

Secondary Active loyalty members and frequent shoppers: 

Rewards members and regular shoppers represent a loyal base that already appreciates the value model. These customers prioritize quality and convenience while seeking competitive pricing, and their established shopping patterns make them key to sustaining long‑term loyalty and engagement.

Deliverables 

POS Visual Merchandizing: Flyers, hanging banners, register signs, floorstands, A-frames, clings and weekly ads.

Paid Media: Social media, display, PMAX, digital audio, CTV, High Impact Display, and digital billboard.

Digital Ecommerce: Landing page, email blocks, and web sliders.