There are 1.4 million people in Michigan who are on SNAP food assistance. Our client, the Michigan Department of Health and Human Services, needed to educate SNAP food assistance program recipients about the importance of reporting changes to their income, employment, family situation or address in order to help keep food on the table.
Together we created a statewide advertising campaign to get the message out. The TV commercial, “Aisle 4” was shot in a local grocery store to visually reinforce the message in a place where people use their benefits. And the people delivering the message are the people you would come across on a trip to the grocery store. The art direction features a retro grocery signage look that ties the entire campaign together. The statewide campaign is running on television, streaming TV, YouTube, social media, radio and audio streaming, multi-cultural print and radio, outdoor, bus shelters, transit, posters, gas station TV, grocery store TV, Amazon lockers and even Dollar Store receipts. There is also a grassroots PR effort.
SNAP helps families put nutritious food on the table, supports local farmers and grocers, and strengthens our communities and economy. Together with MDHHS, we are helping our neighbors keep SNAP food assistance benefits on the table.