ShopRite is proud to sponsor the ShopRite LPGA Classic tournament. Since 1986, the greatest professional golfers in the world have descended upon the Jersey shoreline for this legendary tournament. For ShopRite, the best part of the tournament is our commitment to charitable giving. Over the years, we have donated over 40 million dollars to local charities to support food-insecure communities in our trading area. Our goal was to build awareness of our commitment to the community and, at the same time, bring excitement to the LPGA, the game of golf and the ShopRite brand overall.
Golf is More Than a Game: Our advertising for the 2023 event center around this core message. We leveraged iconic food and golf imagery that brought our donation efforts to life through on-site signage, broadcast television, online video and social media.
For our broadcast messaging we needed to find a simple way to express the extent of our donation efforts to local community, as well as, encourage patrons to attend the event. And…we needed talk about it in a way it didn’t feel preachy. Not a small task! We decided to tap into humor – by creating a TVC centered around something that all golf fans relate to – the driving range ball dispenser. We showed a seemingly endless supply of golf balls pouring out of the machine, representing the millions of dollars we have donated over our 20-year tenure as sponsors of the event. We feel this was the ideal metaphor for our message.
On social media, we invited local influencers to the tournament weekend to immerse them in everything the ShopRite LPGA has to offer. Influencers captured their experience, shared with their followers, and elevated the ShopRite brand name within their content. Content was then shared to the ShopRite Social Channels to further expose the message to our 1MM+ Followers.
The campaign was a local success – for a variety of reasons.
On social, we delivered:
