THE MORNING HITS
Client: Tropicana & Thomas’ Bagels
Industry: CPG Beverage/Breakfast
Project Type: Co-branded 360 shopper campaign with springtime activation
My Role: Copywriter (campaign line & more) + Concept Ideation/Development
The Ask
Create a fully integrated national program that prioritizes emotionally resonant messaging (as opposed to functional benefits) in the Q2 timeframe. Make this campaign easily executable.
The Challenge
These two breakfast ‘power players’ were lacking distinction in their respective categories and not feeling relevant with their target demographics
The Insight
For many families, getting everyone fed and out the door is the hardest part of the day. When everyone’s not moving in sync, it can throw off the whole routine.
The Idea
With a strong correlation between dopamine levels & music, we’ll tap into their existing podcast/music-loving A.M. habits and give them a reason to lean on Tropicana & Thomas’ for a boost of good vibes — every morning! This came to life in two ways; a national giveaway, as well as a Fetch Rewards offer.
The Team:
GCD: Anthony Franzino, CD: Erin Collins, ACDs: Erin Heraty (CW), Laura Wilkens (AD), SAD: Abby Wilcox
In-Store Shelf Blade
Key Visual
Shelf Blade (Fetch Offer)
Tapped into existing Spotify playlists to elevate the breakfast occasion
Fetch Landing Page
Fetch In-App Ad
