TURNING A RETAIL PRODUCT INTO A CAUSE-BASED MARKETING CAMPAIGN
I developed the creative strategy and retail marketing materials for a national partnership between Atlas Graham and Prostate Cancer Canada, creating a cause-based campaign around a specially branded push broom sold through major retailers including Costco. The campaign combined retail marketing, packaging, promotional messaging and cause marketing, giving consumers an opportunity to support Prostate Cancer Canada through an everyday household product. For every broom sold, $1 was donated to Prostate Cancer Canada, directly connecting product sales with charitable impact.
THE OPPORTUNITY
Atlas Graham had an opportunity to support Prostate Cancer Canada while creating a retail promotion that would engage consumers in a simple and memorable way. The challenge was to communicate three things clearly at the point of purchase:
What is the product?
What is the campaign about?
How does purchasing the product make a difference?
What is the campaign about?
How does purchasing the product make a difference?
The campaign needed to work within a busy retail environment while remaining consistent with Atlas Graham's product and brand identity.
THE CREATIVE STRATEGY
I developed the campaign around the tagline:
"BRUSH UP ON THE FACTS."
The concept connected the everyday function of the push broom with the broader goal of raising awareness around prostate cancer. The messaging provided a memorable hook while allowing the packaging and supporting materials to communicate the charitable purpose of the campaign. The result was a promotional concept that connected product, cause and consumer action through a single retail experience.
RETAIL PACKAGING
I developed a bilingual packaging sleeve specifically for the campaign. The packaging needed to balance several competing requirements:
• Product information
• Promotional messaging
• Prostate Cancer Canada branding
• Atlas Graham branding
• Bilingual English and French content
• Retail visibility
• Production efficiency
• Promotional messaging
• Prostate Cancer Canada branding
• Atlas Graham branding
• Bilingual English and French content
• Retail visibility
• Production efficiency
The design used simplified packaging construction to keep production costs under control while maintaining a strong visual presence on the retail shelf.
IN-STORE MARKETING
To support the product at retail, I also developed a custom retail stand concept to increase visibility and communicate the campaign within the store environment. I created the stand mock-up using SketchUp, allowing the concept to be visualized before production. This provided retailers with a clearer understanding of how the product could be presented and helped create a stronger connection between the product, campaign and charitable initiative.
CAUSE MARKETING
The campaign created a direct connection between consumer purchasing and charitable contribution. With $1 from every product sold donated to Prostate Cancer Canada, the campaign gave customers a simple way to participate in the cause through an everyday purchase.This also created a clear commercial mechanism for measuring the campaign. Rather than relying solely on awareness, retail sales provided a tangible indicator of consumer response and charitable impact.
MY ROLE
CAUSE MARKETING
Developed the creative approach for the partnership between Atlas Graham and Prostate Cancer Canada.
Developed the creative approach for the partnership between Atlas Graham and Prostate Cancer Canada.
RETAIL MARKETING
Created marketing materials designed specifically for the retail environment.
Created marketing materials designed specifically for the retail environment.
B2C MARKETING
Developed messaging and packaging designed to engage consumers at the point of purchase.
Developed messaging and packaging designed to engage consumers at the point of purchase.
CREATIVE STRATEGY
Developed the central campaign concept and promotional messaging.
Developed the central campaign concept and promotional messaging.
PACKAGING DESIGN
Created the bilingual retail packaging sleeve.
Created the bilingual retail packaging sleeve.
CONTENT DEVELOPMENT
Developed the supporting campaign messaging and product information.
Developed the supporting campaign messaging and product information.
IN-STORE MARKETING
Developed the retail stand concept to increase product visibility.
Developed the retail stand concept to increase product visibility.
PRODUCTION MANAGEMENT
Developed a simplified packaging solution to balance visual impact with production efficiency.
Developed a simplified packaging solution to balance visual impact with production efficiency.
BUDGET MANAGEMENT
Managed the associated creative, production and media requirements.
Managed the associated creative, production and media requirements.
THE OUTCOME
The campaign created a national retail promotion supporting Prostate Cancer Canada, with the specially branded push broom sold through major retail outlets including Costco. The $1-per-sale donation model directly connected consumer purchases with charitable contribution, giving the campaign both a commercial and social impact.
The project demonstrated my ability to bring together brand partnership, cause marketing, retail strategy, creative development and commercial objectives within a single campaign.
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