Summery structures, rustic archway play up Camp Backyard campaign
2019 CAMP BACKYARD SUMMER MEGA
Campbell Snacks client | Packaging Corporation of America entrant
Shop! 2020 OMA Awards:
DISPLAY OF THE YEAR — Temporary
GOLD AWARD: Snack Products — Temporary
Aiming to make salty snacks synonymous with summer fun, this large thematic lobby kit display was developed to secure prime seasonal retail positioning at mass and grocery retailers during the summer promotional period. The replica display structures, designed in the form of an inviting wooden canoe and a bright-hued Adirondack chair, help communicate the theme of getting outside during the warm summer months while enjoying the Campbell portfolio of salty snacks.
Development of the display blossomed from ideating around camping and outdoor themed activities that could translate well into a replica display vehicle and effectively tie in with an agency-developed logo for a Camp Backyard themed summer promotion. Through multiple rounds of conceptual sketches and renderings, the canoe- and Adirondack-shaped structures ultimately took the lead. Taking the theme a step further, a woodgrain spanner/archway stretches above the shaped structures, serving as an ode to the traditional summer camp entryway. Green-grass graphics inject an additional element of the outdoors.
Initial display vehicle engineering, specifically with the canoe, was challenged by the need for the pointed bottom. This issue was overcome issue by incorporating a cradle structure into the design and then blending it graphically. The construction of the Adirondack chair was also unique to this program: Rolled up hutch sides and shelf lips help create a depth to the structure elements not commonly found in a traditional hutch structure.
All displays were constructed in store by the client’s retail execution team with extreme success. The initial production run was based off historical order quantities of 1,500 displays. Due to the popularity of this promotional vehicle and program, a subsequent rush replenishment order was executed at an additional quantity of 1,200 displays. More display vehicles on the floor ultimately yielded greater sales results year-over-year.