In a world where you find a Walgreens on almost every corner, how do independently owned, mom-and-pop pharmacies manage to stay in business?
Easy.
By partnering with PIPCo, a cooperative that fights for the little guys by leveraging their combined buying power and negotiating on their behalf.
While their competitors focused almost exclusively on pricing in their marketing, PIPCo wanted to escape the number-crunching rat race and set themselves apart with a campaign that was less about profits and more about personal attention.
To foster the sense of human connection and small-town Americana PIPCo was looking for, I designed an emotionally-driven ad campaign telling the stories of real customers and what they loved most about PIPCo — benefits that no other buying group offered: personal attention, integrity, transparency, and an appreciation of small business values.
I was thrilled to hear the authenticity of the campaign resonated with customers like nothing PIPCo had done before. But I can’t say I was surprised.
After all, who doesn’t love a story about a giant cow named Elsie?