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The Distillery Project and Meijer Debut Second Round of Community Outreach Advertising

20/09/2022
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Ads highlight work being done in local communities and connects it back to people making purchases at Meijer stores

The Distillery Project (TDP) has completed its second annual community campaign for Midwestern retailer Meijer. The creative is running on online video and social media in the six states where Meijer has more than 258 supercentres - Michigan, Ohio, Indiana, Illinois, Kentucky and Wisconsin. It will run through October 31st.

Meijer has always been about providing families with the essentials, such as groceries and jobs. But for decades, it has also quietly supported countless essential programs and organisations in the communities where it does business. Today, Meijer鈥檚 commitment is to a much broader understanding of what鈥檚 truly essential to create and maintain healthy, vibrant relationships with those communities.

The events of 2020 unleashed a desire to lead with purpose and to highlight the real stories, people and businesses that are at their core. The real difference in Meijer鈥檚 giving strategy is its accessibility: The company takes a more grassroots approach by empowering its store directors to fund the local initiatives that matter most to each community, whether that鈥檚 cleaning up a beach or helping teachers buy educational supplies.

Each 15 or 30-second ad highlights work being done in local communities and connects it back to people making purchases at Meijer stores. Meijer customers are thanked for their loyalty, which makes the outreach possible.

鈥淒ream Big,鈥 for instance, shows how shopping at Meijer鈥檚 supports Boys and Girls Club and Girls Who Code.

鈥淣obody鈥檚 There鈥 opens with an empty park bench during a rainstorm, then shows homeless people safe and warm in beds at shelters.

鈥淢eijer is a beloved regional retailer that has always been deeply embedded within the communities it serves鈥攊ts Midwestern values and humble origins are woven into the brand鈥檚 character,鈥 explained John Condon, chief creative officer at TDP. 鈥淎bove all, Meijer is a good neighbor who believes that all charity starts at home.鈥 TDP is Meijer鈥檚 AOR.

A privately owned and family-operated company since 1934, Meijer pioneered the 鈥渙ne-stop-shopping鈥 concept. They have evolved through the years to include expanded fresh produce and meat departments as well as pharmacies, comprehensive apparel departments, pet departments, garden centers, toys and electronics.

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