Zimmerman's Peanut Butter
Our client is Smart Shopper, a regional discount grocery chain with storefronts in Pennsylvania and Virginia. It offers “closeout” goods from the grocery industry to reduce stock in these major chains. The chain operates under the same state and federal Department of Agriculture regulations as other chains, but prices are very reasonable. They also sell a lot of small business products like Zimmerman's Peanut Butter.
TARGET AUDIENCE: Our intended audience are families of 25-30 year old millennials who need to serve the needs of their entire family: on a budget and naturally. These consumers know and love popular brands, but don’t want to sacrifice their wallet to put them on their shelves.
RESEARCH: “Millennials are different than generations prior and are taking a proactive approach with their health. This impacts their food shopping behaviors, product preferences and the brands they support” (Topper, 2023) Health-Conscious
-Collaborated with Brooke Arthur and Lauren Fulton-
Transit Ad
Since there is a Sharp Shopper location in Harrisonburg, we felt a bus ad was appropriate
seeing as how many people use the bus as their primary mode of transportation.
Creative Approach
“We plan on marketing to young millennial families, who are focused on keeping a sustainable budget without sacrificing quality of natural products, (ex: Zimmerman's natural peanut butter).”
Magazine Ad
We chose to do a magazine ad because our target market, are known to still be intrigued and
regularly consume magazines, so we felt like that would appeal to them the most.
- Magazine placement: Taste of Home (food/entertainment)
- Dimensions: 8.5x11 standard
Billboard
We chose to create a billboard ad due to the amount of attention it would gain from customers
simply driving around Harrisonburg and other parts of Virginia.
