RETAIL

We drive larger and more frequent purchases with our deep understanding of retail consumer shopping needs, behaviors, and preferences.

 

TELEVISION

What do you do when you’re tasked with introducing the client’s new president and promoting their abundance of organic products at the same time? For us, it was a no-brainer. Since TOPS President, John Persons, had 30 years’ experience with the company, we used the evolution of the grocery business during his tenure to convey that as times have changed, TOPS has remained aligned with what their customers want. Highlighting Mr. Persons’ genuine, down-to-Earth demeanor, we successfully combined two important messages into an organics-forward television spot that resonated with TOPS shoppers.

TOPS FRIENDLY MARKETS PRESIDENT'S ORGANICS CAMPAIGN
 
TELEVISION

As part of their official sponsorship of the Buffalo Sabres, Dave & Adam’s wanted to drive sales of their sports apparel and merchandise during hockey season at their two retail locations. The challenge was that Dave & Adam’s was better known for their trading cards and gaming-related products. To boost awareness of their wide selection of superior-quality and affordable sports merchandise, we created a television spot that mirrored the high-energy feeling of Sabres hockey to showcase Dave & Adam’s seemingly endless sports selection while highlighting their team sponsorship.

DAVE & ADAM’S CARD WORLD
SPORTS MERCHANDISE AWARENESS ADVERTISING
 
TELEVISION

To boost sales during the holidays, TOPS needed a program to retain business from their primary shoppers, while also attracting new ones. To drive customer traffic and loyalty, we created the TOPS Christmas Bonus promotion which rewarded shoppers with discounts on a range of retail gift cards—with no complicated rules or games to play. Our message of gift-giving while grocery shopping lifted sales compared to the previous year. The promotion went on to win the “Most Impactful Marketing Program” award at the annual Hawks Awards Ceremony, a national event that celebrates retail excellence.

TOPS FRIENDLY MARKETS RETAIL GIFT CARD SALES PROMOTION
 
TELEVISION

Marketing TOPS Brand Products offers a unique challenge, with external competition from other local stores, as well as in-store competition from national brands. To overcome these hurdles, TOPS changed the look of their private label, while working with vendors and suppliers to improve hundreds of products, removing ingredients like artificial sweeteners, colors and flavors. Our new logo, tagline, and positioning of “Home Made Happy” was marketed in-store and across numerous channels, promoting the exceptional quality, affordability, and overall value of TOPS Brand Products.

TOPS FRIENDLY MARKETS PRIVATE LABEL PRODUCT RE‑BRAND
 
TELEVISION

Why do you buy a new car? Is it the way it looks? How it handles? The cutting-edge technology? Nope. You buy a new car for how it makes you feel. So when our client, Northtown Automotive, wanted a television spot that leveraged their sponsorship of the Buffalo Bills, we bypassed images of sedans and SUVs in favor of what really sells cars: emotion. Our objective was to tap into the heightened spirit of the Bills’ rabid fan base in Western New York to not only elevate their sense of anticipation for the upcoming season, but also to align their fervent devotion with the Northtown brand.

NORTHTOWN AUTOMOTIVE BROADCAST ADVERTISING
 
TELEVISION

In Western New York, the recreational vehicle market is cluttered with plenty of competitive noise to attract those who want to hit the road with all the comforts of home. We helped Colton RV distinguish itself from the deal-heavy promotions of its competitors with branding and communications that not only spoke to Colton’s unmatched sales and service, but also to the emotional reasons to invest in an RV. Specifically, creating memories with family. Through our targeted event promotions, sales collateral, and display signage, Colton RV saw a 15 percent increase in sales during the first year of our partnership—with an additional 20 percent increase forecasted for year two.

CORPORATE REBRAND TO DRIVE AWARENESS AND SALES
 
ADVERTISING

For many, Lent is a time of healthy sacrifice in the weeks approaching Easter. In Western New York, it also means fish fry season. When promoting fish fry dinners, grocery stores can drown in a sea of competition from the number of restaurants that are better known for this Lenten favorite. Since TOPS boasts a hot, hearty, and ready-to-go fish fry at an affordable price, we developed a “Big Fish, Small Price” campaign which ran across multiple channels. Along with an aggressive PR campaign, our dual message of quality and convenience increased TOPS fish fry sales compared to the previous year.

TOPS FRIENDLY MARKETS FISH FRY AWARENESS CAMPAIGN
ADVERTISING

The Bisons wanted to drive attendance early and often, so they asked us to develop a campaign to convey a sense of urgency that would drive ticket sales throughout the season. Our strategy was to position Bisons baseball as not only an athletic contest for sports fans, but a unique recreational activity for the whole family that one can’t experience anywhere else in the city. The resulting creative highlighted the best things about going to the ballpark by showing fans a view from their seat, using dramatic photography and headlines that would stand out in print, outdoor, and social channels.

BUFFALO BISONS 2017 SEASON ADVERTISING CAMPAIGN
ADVERTISING

To boost sales during the holidays, TOPS needed a program to retain business from their primary shoppers, while also attracting new ones. To drive customer traffic and loyalty, we created the TOPS Christmas Bonus promotion which rewarded shoppers with discounts on a range of retail gift cards—with no complicated rules or games to play. Our message of gift-giving while grocery shopping lifted sales compared to the previous year. The promotion went on to win the “Most Impactful Marketing Program” award at the annual Hawks Awards Ceremony, a national event that celebrates retail excellence.

TOPS FRIENDLY MARKETS RETAIL GIFT CARD SALES PROMOTION
BRANDING

The Outer Harbor, an unspoiled stretch of Buffalo’s waterfront, had been underdeveloped for years—and largely forgotten. So when Be Our Guest planned to launch its rebirth, we needed to create a vibrant brand identity to get visitors excited. Our new logo and the tagline, “Where Buffalo Roams,” celebrated the Outer Harbor’s wide open spaces, where visitors could enjoy hiking, biking, boating, music, and more. We also developed a comprehensive launch strategy and social media content calendar. The results: an extremely successful inaugural season with 250,000 visitors in summer of 2016.

OUTER HARBOR BUFFALO BRANDING
BRANDING

Marketing TOPS Brand Products offers a unique challenge, with external competition from other local stores, as well as in-store competition from national brands. To overcome these hurdles, TOPS changed the look of their private label, while working with vendors and suppliers to improve hundreds of products, removing ingredients like artificial sweeteners, colors and flavors. Our new logo, tagline, and positioning of “Home Made Happy” was marketed in-store and across numerous channels, promoting the exceptional quality, affordability, and overall value of TOPS Brand Products.

TOPS FRIENDLY MARKETS PRIVATE LABEL PRODUCTS RE‑BRAND
EVENT

Nickel City Con is Buffalo’s premier comic and pop culture convention, presented by Dave & Adam’s Card World. Our challenge was to help them drive 10,000 attendees per day to the three-day event, in addition to promoting their celebrity special guest VIP packages. In the past, Dave & Adams relied heavily on broadcast advertising; however, our research indicated that their audience spent far more time online. Based on that behavior, we created animated and static display ads, as well as paid social ads, that targeted audience segments in both Western New York and Canada.

DAVE & ADAM'S NICKEL CITY CON DIGITAL ADVERTISING CAMPAIGN
EVENT

What do you do when you don’t have an occasion to celebrate with chocolate? You make one up! To boost Fowler’s Chocolates’ sales during the notoriously slow month of September, we created “National Sponge Candy Day.” The campaign—executed through broadcast television and digital advertising, and an aggressive public relations effort—increased sales by more than 30 percent, with Fowler’s signature sponge candy leading the way. The mayor of Buffalo even proclaimed that September 21 will henceforth be known as “Fowler’s Chocolates’ National Sponge Candy Day.” Pretty sweet!

FOWLER'S BRAND AWARENESS TO DRIVE SALES