Grocery store advertising is the home of coupons, free-standing inserts, and shelf-talkers—not the stuff that drives most ad people to work in the morning. That being said, advertising that truly connects with people is about finding an opportunity where none existed before.
Lowes Foods and Winston-Salem ad agency, The Variable, are finding ways break through the typical grocery store clutter. The chain’s new campaign asks customers to fill in the blank—a strong engagement strategy if there ever was one.
“Grocery can be a pretty safe category, so when a client like Lowes Foods wants to push boundaries, we’re excited and ready to deliver game-changing work,” said Joe Parrish, partner and chief creative officer for The Variable. “Being distinctive works. The combination of provocative, no-nonsense language and a stellar in-store experience has helped Lowes Foods breathe new life into the category.”
