Moments & Generations
Smart & Final’s year-long campaign commemorates the store’s 150 year history helping families, friends and neighbors celebrate all of life’s moments, big and small. The multichannel approach leveraged a healthy dose of cultural nostalgia while underscoring the brand promise of value, variety and convenience available to shoppers in just “One Trip & That’s It.”
From a 19th century feed and grain outlet serving ranchers and farmers, to a flourishing grocery chain carrying everything from cereals and meats to candy and wine, the story of Smart & Final’s longevity is that of a business closely attuned to the changing needs of its customers. Davis Elen’s campaign highlights the brand’s exceptional history and celebrates its continuous evolution with creative inspired by the sights and sounds of the most recognizable decades of the last 150 years.
Radio spots backed by original music emulating hits from various periods in American history and graphic design that captured the spirit and style of the changing times helps the campaign present a unified portrait of Smart & Final as a brand with a history of commitment to value, variety, quality and customer service.
Across Smart & Final’s social channels, campaign strategy included throwback recipes for decade-specific dishes, a call for shoppers to share throwback photos of their own, animated cinemagraphs and other visual media that broke out of our traditional still-photo format, and posts that shared the history of the store itself, reinforcing the campaign message of “150 years and Counting.”