Instead of bemoaning the seemingly insurmountable discrepancy between goals and budget, Access got creative in a way that far exceeded the traditional agency model. We scoured the country for the best partners who had shared goals and audience demographics. We also focused hard on local partnerships that showcased the best, brightest, and most unique and iconic things about our area and forged relationships there as well.
Kroger is the nation’s largest traditional grocery retailer, operating 2,461 supermarkets and fuel centers in 31 states. Forty-two million card-carrying Kroger shoppers across the country make 40 billion purchases on four billion shopping trips each year. In addition, Access was aware that corporately Kroger was focused on regional and local partnerships for their stores and also very concerned about promoting healthy lifestyles for their customers. Access pitched Kroger on a unique partnership allowing both brands to benefit. With the addition of the Kroger name to the effort, local partnerships came on board quickly. First, Black Dog Salvage was an obvious choice because of the national prominence of their cable show, Salvage Dawgs, on the DIY network. Second, perhaps a seemingly less-likely partner was Six Eleven Bicycle Co., makers of award-winning, high-end, custom steel mountain, road and track bicycles right here in Roanoke. They represented a unique, entrepreneurial, young, hip audience that meshed very well with the national focus on “maker” products and companies. What Access discovered before anyone else was that Six Eleven was going to launch their first-ever consumer line of bikes. Finally, we needed to spice things up with a little more flavor. And local diner Texas Tavern, a Roanoke icon for nearly 100 years, fit that bill perfectly. Access found ways to provide value to our client and also help invest in local, vital businesses to essentially allow this campaign to support both tourism and local economic development.