Friendly City Food Co-op Collaboration

Project Overview

For this digital interactive project, students in my SMAD 342: Elements of Creative Advertising class were asked to create a branded content marketing social media campaign for the Friendly City Food Co-op in Harrisonburg, Virginia. I asked them to focus the campaign on generating user interaction and engagement. Mackenzie Jenkins, marketing and events manager at the Friendly City Food Co-op, visited the class and asked students to re-imagine the co-op’s New Year’s resolution give-away.

The interactive campaign that Olivia Bolton, Nicole Hatcher and Julia LaFave created for the co-op played off the idea of New Year’s resolution vision boards. They asked co-op patrons to create a 2024 vision board (using a template they had designed), for the chance to be entered to win a themed gift basket. The team provided ideas about how to focus on self-care, sustainability, dry January, reading and nutrition in 2024.

Press & Awards

SMAD students win silver ADDY award for local co-op’s campaign

This project won a Silver Addy at the Western Virginia American Advertising Awards Gala in Roanoke, VA in 2024

Project Images

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Awards Gala

In 2024 the American Advertising Federation of Roanoke’s annual awards competition had 134 professional entries from agencies, firms, in-house creatives and individuals, as well as 67 student entries from Virginia Tech, Liberty University, James Madison University, George Mason University and Radford University. This project won a Silver ADDY award.