Rachael Guay

tv | ooh | social | web 
Dominant supermarket chains Stop & Shop (in the northeast) and Giant (in the southeast) share common corporate ownership and marketing infrastructure. The brands were reinvented, from logo to physical store design, to communications. I was responsible for producing TV, online advertising, out–of-home, and a breakthrough campaign microsite. The “Works For Me” campaign used real customers, unscripted, and listened and asked for conversation at every opportunity. Ad Age’s "CMO Strategy" covered the campaign, lauding its modern, consumer-controlled conversation.