Blue Chip Initiative for P&G Promotes local heroes at Harris Teeter
By The Chicago Egotist / /
P&G and regional supermarket Harris Teeter are celebrating local heroes for Black History and Women’s History months, as the latest extensions in the Aisles for All platform. Designed by agency Blue Chip, this next-generation shopper program has consistently boosted sales during promotion months, taking P&G and Harris Teeter’s community support to the next level.
“We celebrate Black History by making it,” proclaim in-store ads, which spotlight local heroes throughout February. Students at HBCUs (historically black colleges and universities) will get tuition help through the HBCU Heroes Dollars for Scholars program. Highlighted P&G brands include Always, Gain, Olay, Pampers, Pantene and more.
“Women’s stories are works of heART,” is the focal point of the campaign materials, celebrating the power of shared stories throughout Women’s History Month. Aisles for All partnered with ArtPop Street Gallery to commission local artist Kalin Devone to depict iconic women on a Harris Teeter store or nearby community wall. Highlighted P&G brands include Always, Olay, Pantene, Secret, Tampax, and Venus.
“We are committed to creating better lives for our consumers and supporting their communities,” said Jeff Havermann, senior account executive at P&G. “Aisles for All gives us both a powerful platform for inspiration and unity. We raise the consciousness and helping spirit of shoppers’ willingness to give-back as we prove community builds business.”
Aisles for All launched in June ‘22 in support of Pride Month. Since then, the program has expanded successfully to support Hispanic (September) and Italian (October) Heritage months. P&G and Harris Teeter will also promote Earth (April) & Mental Health Awareness (May) months in 2023 before activating against Pride Month again in June.
“We started this with an eye toward a signature platform that the partners can own long-term,” said Kendahl Damico, creative director at Blue Chip. “In the process, we’ve created a model for celebrating and supporting the local community. It lines up with the heart of both P&G and Harris Teeter brands.”