ShopKo

As a leading Midwest discount department store chain, ShopKo was competing with larger national players like Walmart, Target and Kohl’s. As Sr.VP-Creative Director/Copy at Zimmerman Advertising, I identified Moms with Midwest values of family and home as the core audience for new television creative supported by my branding slogan: “My life. My style. My store.” The television creative resonated so well with consumers and company employees that the branding was used throughout the client’s multiple media channels including in-store, online, and print.