Brand Relaunch | Campaign | Art Direction | Strategy
Compliments Relaunch Campaign
To improve the brand’s perception and increase sales, it was important to reposition Compliments in the minds of customers as a brand that offers products of equivalent quality to national brands but at a better price. We needed to drive value perception, increase trust in the brand, and encourage customers to discover and try Compliments products. Additionally, it was crucial to raise the profile of the brand, and build a strong association between Compliments and the banner brands as the go-to place to buy high-quality, affordable products.
We produced an attention-grabbing sizzle reel that highlighted Compliments' key products, which was utilized on Compliments.ca and edited into bite-sized clips for our social channels.
In addition to snagging some bright and bold shots, my team and I also captured a bunch of images that showcased the food in a neutral setting with a hint of motion to balance out the brightness of the others.
We also shot food forward How To videos that were housed on Compliments.ca
My team was responsible for building the content and social strategy for Compliments.ca and our social channels driving trial and discovery of Compliments products.
We also had paid digital banner ads, POS in-store and a dedicated flyer highlighting hero products.
In partnership with BBDO, our aim with the TV spot was to unveil the new Compliments brand to Canada and generate excitement about our wide range of top-quality products.
THE SUCCESS:
Within a mere 10 weeks, we successfully executed the largest Private Label Campaign in Empire's history, revolutionizing customers' perception of Compliments products to be on par with national brands in terms of quality, but at better prices. This was achieved by creating a robust Compliments mnemonic that was consistently utilized across all channels, providing value-driven content that facilitated discovery, and seamlessly integrating with the banner websites and Voila.ca to drive purchasing.
WHAT MY TEAM DELIVERED:
- Campaign platform
- Funnel funnel campaign development
- Broadcast - partnership with BBDO
- Content strategy
- Social Strategy
- OOH
- Art Direction
- Photography and video direction
- Storyboards
- Flyer
WHAT WE ACHIEVED:
- Creative territory and tagline tested above norms(IPSOS)
- Heightened brand awareness and market share
- Increased product consideration
- Successful cross-functional collaboration across the business