Two hundred 48x72 posters, hung as four panel sets and live across San Francisco on one day, October 12.
How it happened, phase by phase.
Phase 01
Grocery Outlet runs 42 stores across the Bay Area, from Clearlake down to South San Francisco. The agency, B&R, did not have the budget to hit every store one by one.
They wanted something broader: a market wide presence that would make a real splash across the whole footprint.
Phase 02
We reviewed all 42 locations and built the plan around one question: where does wheatpaste work? Wall inventory is strongest in San Francisco proper, and San Francisco also holds 8 of their stores.
So the campaign concentrated there, with placements weighted toward the neighborhoods and corridors closest to those 8 stores. We told the agency where the medium works and where it does not, instead of spreading thin across the region.
On top of our existing San Francisco wall inventory, we scouted new walls for this campaign and shared an editable map with the agency so they could layer in their store locations and see the coverage for themselves.
Phase 03
A 48x72 jumbo is four times the size of a standard poster. Fewer, bigger placements read across an entire street, not only to the person walking past. That is what a market wide splash needs.
Phase 04
Four designs, hung side by side as a four panel set on each wall: a red "shop smart" product spread, a yellow panel with a purple can, a red "shop smart, discover more" panel with an orange slice, and a yellow "discover more!" panel listing brands on the shelf with a QR code.
Red and yellow, back to back, repeated down the block. The colors pop on gray plywood, black storefronts and tagged walls alike.
Phase 05
All 200 jumbos went up at once, live October 12, installed by our own crews. The photos in this album are time-stamped from 4:11 AM to 11:09 AM on October 12, from the Outer Mission up through the Mission, Market Street and SoMa.
One day, one city, every set on the street at the same time. That is the difference between a campaign people notice and one they half see.
Phase 06
Every placement was photographed and geotagged, and the editable map let the agency see the coverage against their own store locations.
Every dot is a spot the crew photographed, across these areas:
The client
Grocery Outlet is a discount grocery retailer selling name-brand groceries for less.
groceryoutlet.comAgency
We put the budget where wheatpaste performs, went big on size instead of count, and landed everything on the same day.
Tap what fits, add a city, send. Ranges are fine; we firm it up together.