GENENRAL MILLS - RETAIL MEDIA
Retail Media Networks, everybody’s got one. I joined a content studio charged with creating custom, digital campaigns for General Mills media buys with Walmart, Amazon, Target, Instacart and Kroger. Worked with all the iconic brands American’s love and devour. Def learned to speak a new language so close to cart, a language defined by retailer differentiation and distinct shopper profiles. I eve mastered the art of campaign sell-in with buyers who have the power to gate-keep which programs go live.
WALMART
For starters, YES, I’m Walmart Connect Certified. As a creative who loves a good challenge, I am constantly pushing my team to discover ways to dynamically represent our client’s brands within the VERY stringent guidelines of this particular network. I’m always pushing for compelling, entertaining, yet-effective copy, exploiting visual restrictions to our advantage, and always representing the joy of each individual brand. Our products fill tummies, and lives.
AMAZON
BACK-TO-SCHOOL & GAME DAY
THE ASK: Take some of the marketing DNA of the national General Mills “Tastes Like a Touchdown” thematic and apply it to the Back-to-School and Game Day retail periods. Basically, “Make it sports, mmmkay?” We leveraged the celebrity power of Sportscaster Erin Andrews to bring our “BTS and Game Day Playbook” campaigns to life.
LÄRABAR
THE ASK: Create an above-the-line style campaign for Lärabar that would only live on Amazon. The brand was funneling all they had for the year into a single Amazon effort for PRIME DAY. Our campaign “Real. Good.” was inspired by the brands very ethos of real ingredients that are good for you and good tasting. The success of our idea prompted LÄRABAR to invest the idea across other retail channels.
TARGET
THE ASK: Create brand shops for Game DAY, Halloween and Holiday. Obvs, Roundel builds them and applies their editorial constraints, but our first-round presos with clients were met with much enthusiasm and tough decisions.
GAME DAY
HALLOWEEN
HOLIDAY
INSTACART
THE ASK: Tap into the insights of the Instacart shopper with messages that play into the retailer’s unique instant/last-minute reason-to-buy.