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OPPORTUNITY
Merb’s Candies challenged us to come up with a way to showcase their famous Bionic apples online. Somewhere in the discussion the client asked if we thought creating a billboard was a good idea. Well, who wouldn’t be tempted by a 10’ tall plump caramel-coated, pecan-encrusted beauty of a Bionic apple as they zip by on the highway? We thought this was a great idea and got to work.

STRATEGIC APPROACH
Bold product shots and imagery combined with sumptuous straight forward copy. In less than 24 hours we had the perfect product shot supporting the concept. A layout followed, then client approval and production. It was up alongside Highway 44 in 7 days. (Urgency wasn’t our mission, but everything came together beautifully!). Over the next 6 months we rolled out 2 more boards that featured signature Merb’s selections, appropriate for the season. (Fall: Bionic Apples, Winter: Molasses Puffs, Valentine’s Day: Chocolate Covered Strawberries)

RESULTS
The billboard campaign was a success. Several times over the course of the campaign the client was flooded with so many new customers that daily they sold out of the featured candy.

Even at 70mph, the original Bionic Apple billboard really stood out. And, so much so that a local correspondent for KSDK noticed the ad on her way into work, the first week it was up, and ended up doing a full feature story on Merb’s that aired on NBC (Link This). Proof that even a 30+ year old St. Louis institution can use a little promotion!

A strong outdoor campaign coupled with solid brand communication can really sweeten your chances of attracting new customers. Scorch could do the same for you.