Grillo's Pickels

Banner Ad Campaign

PROJECT BRIEF: Create a Google Display ad campaign that drives to drive qualified traffic to the Grillo's Pickles merch landing page.

PROBLEM: Low consumer awareness that Grillo's sells more than just pickles

DESIGN INTENT: Combine existing and recognizable brand assets with motion to create compelling ads. Place the ads on sites where the audience is likely already visiting.

INSIGHT: With the limited space of a banner ad, every single design decision must be backed by a meaningful "why"

OUTCOME: Five web-ready banner ad displays

SEE THE FULL CASE STUDY HERE

CAMPAIGN GOAL: Over a fall campaign, drive Google banner ad traffic to Grillo's Pickles merch page.

PERSONA:

Victoria

Female, 29
Chicago, IL
Marketing Coordinator, $70,000/year

Active on Instagram, TikTok, and YouTube. Follows a handful of lifestyle brands but worries that she's spending too much time on her phone. Is politically engaged and keeps up with the news. Values health and is environmentally conscious. Hobbies include jogging around the lake, thrifting, and arts and crafts. Buys Grillo's Pickles occasionally from Target or Whole Foods. Supports local businesses and regularly wears tee-shirts from her favorite coffee shop.

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BACKGROUND: Grillo's has built a successful brand by focusing largely on video-focused social strategy, counting nearly 2 million followers across TikTok and Instagram.

“We don’t want you to feel like you’re following a brand, we want you to feel like you’re following your best friend who happens to be obsessed with pickles.”

SKETCHES: Before designing, I took some notes on copy, brand assets, and how I wanted to feature movement in the ads before sketching out a few ideas for five of the most common banner ad sizes.