During one of our creative workshops at LOOMIS, we were asked to come up with a campaign for Trader Joe’s. The catch? It had to be something you wouldn't do. Like, an idea so bad it would immediately get thrown out or shut down by higher ups. But it still had to be good.
Trader Joe’s employees are well-known for being flirty with customers, so I used that as my angle. I thought of all the sexual double entendres I could muster, and highlighted four things that set Trader Joe’s apart from other grocery stores: their unparalleled customer service, hometown charm, affordable prices, and sex appeal.
And to tack on one more thing you wouldn’t do, I decided not to mention Trader Joe’s or include their logo—the Hawaiian shirt gives it away to folks who already shop there, and rewards them for being in the know. As for anyone else? I think sexy grocery store ads might drum up some curiosity. Maybe they'll Google it.
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Customer Interaction
Trader Joe’s refuses to introduce self-checkout lines or offer delivery, because they want you to come to the store and engage with their employees.
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Affordable Prices
Trader Joe’s offers high-quality, organic items at a fraction of the cost. People who value their budget can shop here and still get great food.
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Hometown Charm
Trader Joe’s stores are tiny by design. They offer a limited selection and rotate their products seasonally to drum up interest. This is what makes TJ’s feel like a neighborhood store, rather than the massive chain it is. Knowing how to use “small” to their advantage gives them massive BDE.
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Sex Appeal
I’ll just say it: Trader Joe’s has more natural sex appeal than any other grocery store. The employees are hot. Everyone is always complimenting you. And it feels like a real treat to shop there.
I was having a lot of fun with this project, so I also…made a video. I couldn’t help myself. Please don’t tell Trader Joe’s about this. I don’t want to get banned.