Case Study
Coborn’s
AAF of Central Minnesota
Judge’s Choice
Oh my! Branding Campaign
The challenge
Coborn’s is a growing retail company that owns 120+ grocery, convenience, liquor and other retail stores throughout the Midwest. The company wanted to develop a brand identifier and promotional campaign around an assortment of new signature items that were unique to the Coborn’s and Marketplace Foods brands.
The solution
Our first step was to establish target market demographics that would set the tone of the brand and drive the strategy for the campaign. As a result, we worked toward creating a brand identifier that’s colorful and attention-getting and campaign messaging that’s fun and informal.
The identifier we created is bright and expressive…and implies that the product is so delicious, it will trigger an emotionally audible response. It includes an urgent call to action.
From there, we developed a campaign that promotes the first three signature items—a chewy peanut butter cookie dipped in chocolate, maple-infused breakfast sausage and a Chickle on a Stick (chunks of chicken and dill pickles double dipped in batter and deep fried). Oh my! The campaign leans into light-hearted, bold headlines atop a bright tablecloth pattern and includes digital display ads, social media, print ads and in-store signage.
What we did
Branding
Campaign Strategy
Print
Branding is more than colors and fonts. It’s your entire experience with the product or service. It’s the taste of the gooey cookie, the in-store experience and the overall personality of the brand. When a customer feels an authentic connection with the look, tone and message of the marketing, every other experience is affected.
