A.C.E
A.C.E
A.C.E
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A vital part of any campaign is understanding a company's context and position within the current market. For Marie Sharp's, this meant understanding how its transition into the U.S. market came with a multitude of challenges; the biggest being its inability to build a strong base of loyal consumers.
Strategist | Copywriter | Graphic Design
This campaign was created as spec work for my end-of-year solo project in Creative I, where each student developed and pitched a condiment campaign.
As a creative and strategist, this project was pivotal to my development. For the first time, I was responsible for understanding a brand at a deeper level and building a campaign without relying on the guidance of instructors or upperclassmen. Looking back, it marks the beginning of the strategic process that continues to shape how I approach every campaign today.
It was also the first pitch I ever won.
Problem:
Marie Sharp's has not been able to build a strong base of loyal consumers within the U.S.
Insight:
A segment of Gen Z and older Millennials pride themselves on having intimate relationships with the brands they love. The more niche and undiscovered a brand feels, the more valuable that relationship becomes—and the stronger their loyalty to it.
Solution:
First, introduce Marie Sharp’s to the target audience by establishing its authentic roots and distinct personality. Then, turn awareness into attachment through participatory campaigns that make consumers feel like they’ve discovered something niche, personal, and ultimately theirs.