shop 'n save airshow
Sponsorships can be great for a brand. Or they can devolve into a yawning money pit.
The trick is making a brand part of the thing they’re sponsoring and not just a big logo on an event program.
That was our goal for Shop ‘n Save’s sponsorship of the Westmoreland County Airshow. At first blush, there doesn’t seem to be a nexus between a large independent grocery store chain and an aviation event. But there is. Shop ‘n Save’s brand is all about being more akin to a local market than a faceless corporate chain. That means originality and approachability – having a personality and not just a bunch of price points.
Armed with this as creative director and writer, I knew we had to extrapolate these brand characteristics onto the event. The goal wasn’t to usurp the air show but rather demonstrate how it was one more way Shop ‘n Save goes above and beyond for its customers. (Which, of course, helps cement their relationship with existing clientele and hopefully gains some new customers along the way.)
The campaign created a great deal of social engagement, eclipsed the previous year’s ticket sales. And since tickets were sold at Shop ’n Save locations, generated more in-store traffic.
Time for a fly-by, Maverick.
Work created while serving as chief creative officer, partner and writer at Gatesman+Dave.