Coupon pages are a pretty limited canvas. For the Kroger MyMagazine, we're limited to their specific fonts, an awkward L-shaped visual space, and even specific language and tone restricts the copy.
However, after learning a few new insights about these shoppers and their affinity for tips, tricks, and do-it-yourself projects, my copywriter and I challenged the client to try something new. We presented them with two concepts for an upcoming "Spring Cleaning"-themed coupon: a traditional layout with a stock image hinting at the spring season, or, a custom in-house photoshoot integrating their product with a simple seasonal cleaning tip.
They went for it.
What was even better, however, was the photoshoot allowed us to capture even more than needed for this one layout. We were then able to create a stop-motion animation for use on social channels, where their brand has even more engagement.