Shop ‘n Save Tailgate Zone
Role
Graphic Designer at Gatesman Agency
What we did
Visual Identity, Multichannel Brand Campaign, In store activation
Brand Campaign
Shop ‘n Save is a group of independently locally owned grocery stores competing with national chains. We were challenged with driving in store traffic, sales, and brand relevance while reaching an expanded audience, so we tapped in to Pittsburgh’s passion for Steelers football.
We embraced the hometown pride to create a campaign playbook that broke barriers (without official NFL affiliation) and stayed true to what makes Shop ‘n Save unique: deep local roots, community familiarity, and in store shopper engagement. In partnership with Shop ‘n Save and the 63 participating stores in western Pennsylvania, we developed and launched the Shop ‘n Save Tailgate Zone Giveaway, featuring $450 worth of fan favorite grocery items and running throughout the NFL season.
Our creative strategy featured a layered content approach, including a multichannel campaign activation, in store signage and displays, user generated fan content, and influencer marketing with custom PR boxes that included tailgate essentials and branded merch.
A LAYERED APPROACH
THE GIVEAWAYThe Tailgate Zone Giveaway was a high energy seasonal campaign that gave customers the chance to win a free tailgate party each week of the NFL season, featuring $450 worth of tailgate essentials. Building excitement in store and online, we leveraged Pittsburgh’s sports culture with mobile billboards that targeted events like Tailgates at Acrisure Stadium and concerts downtown.
We partnered with Pittsburgh Steelers star Running Back Jaylen Warren to engage shoppers and increase in store traffic and giveaway signups with authentic short form video content designed for social. We also hosted a meet and greet with Warren to give back to the local community and drive traffic in store. Warren’s social content alone generated over 200K views and 5K+ interactions, and strengthened Shop ‘n Save’s position as a locally rooted brand competing confidently in a crowded grocery landscape.
CELEBRITY PARTNERSHIP