The Distillery Project and Meijer Debut Second Round of Community Outreach Advertising
By thelaegotist / /
The Distillery Project (TDP) has completed its second annual community campaign for Midwestern retailer Meijer. The creative is running on online video and social media in the six states where Meijer has more than 258 supercenters – Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin. It will run through October 31.
Meijer has always been about providing families with the essentials, such as groceries and jobs. But for decades, it has also quietly supported countless essential programs and organizations in the communities where it does business.Today, Meijer’s commitment is to a much broader understanding of what’s truly essential to create and maintain healthy, vibrant relationships with thosecommunities.
The events of 2020 unleashed a desire to lead with purpose and to highlight the real stories, people and businesses that are at their core. The real difference in Meijer’s giving strategy is its accessibility: The company takes a more grassroots approach by empowering its store directors to fund the local initiatives that matter most to each community, whether that’s cleaning up a beach or helping teachers buy educational supplies.
Each :15 or :30 ad highlights work being done in local communities and connects it back to people making purchases at Meijer stores. Meijer customers are thanked for their loyalty, which makes the outreach possible.
“Dream Big,” for instance, shows how shopping at Meijer’s supports Boys and Girls Club and Girls Who Code.
“Nobody’s There” opens with an empty park bench during a rainstorm, then shows homeless people safe and warm in beds at shelters.
“Meijer is a beloved regional retailer that has always been deeply embedded within the communities it serves—its Midwestern values and humble origins are woven into the brand’s character,” explained John Condon, chief creative officer at TDP. “Above all, Meijer is a good neighbor who believes that all charity starts at home.” TDP is Meijer’s AOR.
A privately owned and family-operated company since 1934, Meijer pioneered the “one-stop-shopping” concept. They have evolved through the years to include expanded fresh produce and meat departments as well as pharmacies, comprehensive apparel departments, pet departments, garden centers, toys and electronics.
CREDITS
Client: Meijer
Agency: The Distillery Project
Chief Creative Officer: John Condon
Founding Partner/CSO: Ben Kline
Head of Operations/Partner: Kim Tanner
Head of Production/Partner: Nik Traxler
Creative Director: Phil Jungmann
Creative Director: Kristi Neitzel
Creative Director: Jean-Pierre Bovie
Business Affairs Manager: Bonnie Kalaf
Senior Producer: Brenda Cortés
Production: Bob Industries
Partner: John Grady
Director: Christian Loubek
Director of Photography: William Peña
Producer: Russell Vannortwick
Editorial Company & City: Rock Paper Scissors / Santa Monica
Editor: Adam Pertofsky
Assistant Editor: Erin McCaffrey
Producer: Janae Abraham
Post Production & City: A52 / Santa Monica
Producer: Diane Valera
Color Co.: Primary
Producer: Jenny Bright
Colorist: Kya Lou
Audio/Sound Design Company & City: Margarita Mix / Santa Monica
Sound Designer: Nathan Dubin
Music Company & City: JSM / New York
CEO/CCO/Co-Composer: Joel Simon
VP/Executive Producer: Jeff Fiorello
Senior Producer: Norm Felker
Senior Producer: Andrew Manning
Producer: Sharon Cha
Co-Composer: Seamus Kilmartin
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