I’ll meet you at the Four Square, baby.
It’s all about engagement. A good ad can sell a can of beans. A good story can make them buy the whole brand. Marketing legend Jack Trout once said, ‘If you don’t have a single differentiating idea to drive your brand, you’d better have a great price.’
At Ideation we believe ‘always looking after the locals’ has always been Four Squares core offering. It’s what makes them unique. Like every Four Square around the South Island, it’s at the heart of the community. A place where locals are reminded of what’s so good about their town – caring, honest, and involving.
Four Square’s brand ‘I’ll meet you at the Four Square, baby’ campaign is all about this. Nurturing and growing brand loyalty by displaying appreciation, respect and fulfilment with a genuine community focus.
THE STORY
The television commercials/video content is a series of ‘Mini-sodes’ covering the principal attributes of Four Squares values – Convenience, Range and Fresh, all wrapped up in a community spirit. Pleasantly buffed with the gentle polish of humour, engaging the audience to ‘always looking after the locals.’
At the heart of our story is Frank – owner/operator of the local Four Square. A likeable chap – cheeky, charming and witty. It’s through him we get to meet a good few of the locals, and observe how the Four Square has earned its right to be at the hub of the community.
The local radio station even has loudspeakers mounted on top of the store so that the local DJ, ‘Tane-in-the-morning’ can keep the locals up-to-date with what’s happening in town!
THE THEME
It has to be ‘always looking after the locals’. There is no better way to observe this than to immerse ourselves in the community, getting involved with their lives, their stories. Savvy citizens – world-wise locals. They may live in a small town, but they know what’s going on beyond the hills. Endearing the audience to our well-loved brand, reminding them of Four Square’s core values.
THE LOCATION
Kiwi icons don’t come much bigger than Four Square. The people of Wakefield are living proof that the romance of this iconic brand lives on. Confirming Four Square delivers the expectation that locals enjoy the full supermarket experience everywhere. With the vet across the road, school just further up the road, rugby field, garage and fire station close by, this small close-knit town displays the familiarity that can only happen in small town New Zealand. A familiarity that came across in the production as 10 of the 13 performers were locals from the surrounding area.
LOOKING AFTER THE LOCALS
This campaign not only reflects the heritage of the brand, but endorses what is so good about our small town and rural communities through light drama as a powerful storytelling device.
Supported with brand radio commercials, billboards reminding the audience of those special moments in the TVC’s, online, point-of-sale, print media and other channels, the Four Square brand has a modern, relatable platform to move forward, build and grow.
