Case Study – Business to Consumer
Our client, General Plumbing Supply (GPS), is a supplier of upscale kitchen and bath products to the consumer and the trade, with fifteen locations throughout New Jersey. Most of their magazine advertising is co-op, and they wanted a campaign that, while using manufacturer-supplied photography, would provide a branded look for them — and not a typical photo and logo co-op ad — that positioned GPS as upscale kitchen and bath source, while setting them apart from their competitors.
The photography supplied by GPS’ manufacturers is stunning, and we determined that the new campaign should be created using fun, alluring, imaginative headlines, that spoke to the reader and their desire to possess kitchens and baths like the ones shown in the ads. There is no body copy in the ads, allowing the photography and the headlines to create an image of GPS as a sophisticated, upscale, quality retailer.
The campaign appeared in major design and consumer magazines, and has succeeded to raise brand awareness for GPS and position them in the upscale category, while also increasing consumer interest, in-store visits, and ultimately, sales. A total win-win, as SCG won Second Place in the consumer magazine category for this campaign in the recent NJ Ad Club Jersey Awards Competition.