When it comes to seasons,
we go over the top.
Problem: Trader Joe’s is not the top leader of grocery store brands, so we are trying to convince people already in the market to try this brand.
Opportunity: People are wanting to not only shop for necessities, but also shop for some fun items and follow trends of foods people are trying. There is an opportunity for people to try fun specialty foods that go along with the seasons.
Creative Strategy
Insight: Trader Joe’s has a lot of seasonal food that is weird but intriguing to consumers.
Consumer Profile: Meet Bella, age 21, who lives in Minneapolis, MN. She is a busy college student involved in clubs and a lot of classes so she does not have a lot of spare time. She is outgoing, friendly, trendy, likes eating healthy while maintaining a balance, and likes to be active. Bella doesn’t like every day to be the same and to have the same routine. She is spontaneous, likes trying new things, and likes looking forward to something new everyday. She loves the different seasons and going home for holidays.
Main Idea: When it comes to seasons, we go over the top.
Street Campaign
Illustrate Trader Joe’s unique seasonal products in a fun, abstract way that gets people talking.
Concept: Commission local artists to create murals in city neighborhoods, downtown, etc. These murals would be abstract and inspired by the fun and unique seasonal products.
Unfortunately, hand-licking is generally frowned upon...
Trader Joe’s hand cream smells so good to the point where you’re tempted to eat it. This billboard has a comical tone to it, sparks curiosity, and gets consumers talking.
Squash the Ordinary
Play on the idea that Trader Joe’s has “butternut squashed things you didn’t even know could be butternut squashed” (i.e., their unique butternut squash product line)
Concept: Transforming posters, billboards, buildings, bus stops, etc. into literal representations of butternut squash.