What's a Flex Area?
These are separate sections within a weekly ad page that show off specific products for a holiday, event, special, or a snip-bit from another existing campaign. They typically have their own ad letter, assets, and headline copy.
These are separate sections within a weekly ad page that show off specific products for a holiday, event, special, or a snip-bit from another existing campaign. They typically have their own ad letter, assets, and headline copy.
Process Overview
Concept Development: A matrix is provided with the project specifications. It is checked for discrepancies and any questions are sent to ensure concepts are aligned with what is requested from Brand Marketing. During this time, products are requested, and information is coordinated with the Producer and Photography team for the photo shoot.
Photo Shoot: Art direction is required during the photo shoot to ensure the best composition and that the flex image communicates the overall idea/concept. Collaboration is involved with the Photographer and Food Stylist, as well as on-the-spot problem solving.
Layout: Any flexes that require pickups from other campaigns are completed. The final images from the photo shoot are provided by the photo retouchers and are reviewed for any adjustments. The flex is laid out with final assets and sent for review. Final layouts are passed to the Ad Layout team for the weekly ad production.
Final Layout
Concept
Wine Pour
Charcuterie Board
Entertaining
Messaging: Easy entertaining, perfect pairings, and flavor combos. Call out the St. Patrick’s Cheddar as a new, exclusive item.
Mandatories: Use proper glassware guide for any poured wines. If wine bottles are shown next to a poured glass, the bottle needs to be open. If wine bottles are shown without a poured glass, the bottle needs to be closed. Make sure wine bottle labels are legible.
Art Direction: Aim for interaction between the images and copy to have the strongest overall composition. Everything needs to relate to each other and work together as a unit.
Final Layout
Concept
Back-to-School
Messaging: Delicious breakfast options for a great start to the school year.
Talent: A 10-year-old was selected for the talent to align with the back-to-school messaging.
