Overview: To boost our visibility in the community, we incorporated billboard advertising into our marketing strategy. By positioning our message in high-traffic areas, we effectively grabbed the attention of both suburban and urban commuters and pedestrians, making our brand impossible to miss. We designed vibrant visuals and clear messaging that had been tested and proven to resonate with our target audience. This focused approach not only expanded our reach but also deepened our connection with the community, solidifying our brand as a trusted name in the local market.
This design ran across 18 billboards - digital and static - for one month across four cities in the Northwest Metro. The goal was to further expand brand awareness in cities we were seeing success in, as well as hoping to grow. This area housed our target demographic - single family homes in middle to high class neighborhoods with families that skewed on the younger side.
Design elements:
Color: Our brand color, yellow, is both vibrant and eye-catching, yet still allows for legibility. Our full yellow billboards are unique and stand out amongst other billboards along the highway.
Messaging: Minimal text, easy to read, with the value props prominent and highlighted.
Made in MN added to resonate with our fellow Minnesotans and acknowledge our local status.
Iconography: The van, a familiar sight in neighborhoods, symbolizes delivery and service.
The goal of this design was to create FOMO among potential customers and implement a sense of social influence among peers. This design was featured for three months on two billboards in Minneapolis areas that are buzzing with foot traffic and commuters visiting boutique stores and restaurants. Additionally, in an area where grocery and big box stores are sparse, apartments are frequent and eco-friendly initiatives are ripe, the idea of reducing one’s carbon footprint by joining a delivery route that is aggregating orders from suburban stores is enticing.
Design elements:
Color: Our brand color, yellow, is both vibrant and eye-catching, yet still allows for legibility. We maintain consistency in our brand identity by always sticking with full yellow billboards.
Messaging: Being that these billboards weren’t being quickly passed on the highway, we were able to add a bit more text. While still simple, this message creates FOMO and also legitimizes the newer service by being transparent with the number of customers in the area.
Iconography: The yellow grocery bag (along with the van) are recognizable brand assets used in the field that both are identifiable and translate the purpose of the service.
*Due to the fact that these billboards were located in small pockets of a huge city, I wasn’t able to obtain an accurate data depiction of the impact of these specific boards on order volume.
This design was featured for two months on a billboard along the main highway of a newly serviceable zip code in which we were trying to increase brand awareness and order volume.
Design elements:
Color: Our brand color, yellow, is both vibrant and eye-catching, yet still allows for legibility. As highways are saturated with billboards, our full yellow design stands out amongst the rest.
Messaging: Minimal text, easy to read, with the value prop prominent and highlighted. The three-word quip is used to quickly provide context of our service while showcasing how we are more beneficial to a potential customer than the nationally-recognized grocery delivery brands.
Iconography: The food icons are not only symbolic of groceries, but they are fun, bright, and friendly - the depiction of which we hope for families to view our brand and service.
