A big part of our job was adapting above the line work to the the shopper space. Hillshire Farm’s Oh, Hill Yeah campaign presented a a few challenges.
it was essentially a prose-copy campaign. Which, kudos, mystery writer. That’s the dream.
Shopper is fundamentally about economy of language. We work in a lot of small spaces. So we had to incorporate a very particular voice dependent on non-everyday vernacular, incorporate brand RTBs/strategic talking points, and do it using as few words as possible.
Several of our retailer partners felt uncomfortable with the wordplay. Here are a couple examples of what we were working against:
And here is how I adapted the work two ways across four different categories, trying to maintain the same tone of voice while adhering to our strict parameters.
