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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