Help people choose for the task
DIY shoppers may be trying to solve a specific problem or compare unfamiliar products. We noticed examples of direct product explanation, including Ronseal messaging and Lick’s colour-selection tools. When developing this kind of creative, begin with the question the shopper is likely to bring to the fixture.
Give the brand a clear presence
Kärcher’s recognisable yellow and its seasonal promotions stood out on our July store visits. A distinctive visual identity gives the creative a foundation; the offer or product story then needs a clear place within it. Our Kärcher case study sets out Juice’s own contribution to promotional work.
Plan around the household calendar
Across supermarkets, the roundup included summer outings, football activity and the beginnings of back-to- school communication. These moments overlap. The useful planning task is to choose the occasion that best fits the product and the audience, rather than trying to cover the whole season in one message.
Review the display as a shopper would
Stand back and check what is understood first. Then move closer and check the detail. Can someone identify the brand, the product’s purpose and the next step? That simple review helps connect the creative idea with the practical task of shopping.
Planning your next retail campaign?
Tell us about the brand, the shopper and the challenge. We’ll help you explore the creative possibilities.
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