While at Mittera, I worked on a specialized ad for one of our clients, a grocery store chain, called the Grand Opening (GO) ads. These were 8 page 8 x 8'' ad inserts that run along side the weekly ads. GO ads ran for 8 weeks for new stores only - these you'll see below are for a new store in Minnesota. They promoted and informed potential customers about what Hy-Vee had to offer and had a distinct style that separated them from the regular weekly ads.
The top GO ad was the first of eight ads for the Shakopee, MN Hy-Vee.
The backpage for one of the GO ads. This backpage was different from the normal form of this page, due to the all of the items being alcohol. Typically the black sidebar callout for the Market Grille ran along the top and usually three or less alcohol items ran and had to be placed in a box to follow Minnesota state law.
Here you can see the standard backpage (bottom) and the more playful backpage (top).
This was a fun page because it broke the norm for this ad. I got to use different backgrounds, colors (that adhered to the Urban Organics brand standard), and play with the overall layout of the page elements, all the while maintaining some of the stylistic characteristics of the GO ad.
Below is a more editorial style direct mail piece that was sent to potential customers before the 8 weeks of the GO ad. These were informational guides on departments, services counters and brands that Hy-Vee had. It set up the style of the GO ads.
This pre-GO mail piece was already designed with most assets when I worked on it for the Shakopee store, but each varied just slightly for each store, depending on location and what they felt customers would want to see.
This was a spread that required a lot of changes from the original document. The OrangeTheory ad space had never been in the pre-GO before, so I had to collect the new assets for it and make it fit for the space. We cut a lot out from the original document and simplified most of the sections.
