ANDY Awards

Creative Award

New York, United States

Update

Meijer - "Juice"

8130

Title	Juice
Agency	DeVito/Verdi
Campaign	Meijer
Advertiser	Meijer, Inc.
Brand	Meijer
Posted	July 2004
Business Sector	Retail, Distribution & Restaurants
Tagline	Meijer. Higher standards. Lower price
Media Type	Television & Cinema
Length	30 seconds
Market	United States
AI Description	The advertisement features a focus group sitting around a table in a plainly decorated room. Participants are instructed to taste two different brands of juice: the National Brand and the Meijer Brand. Each group member takes a sip from identical cups, marked with different colors for the two brands. They are then asked to vote on which they prefer by raising their hands. More hands are raised in favor of the Meijer Brand, emphasizing the appeal of quality products at a lower price. The ad concludes with the Meijer logo and the tagline 'Higher standards. Lower prices.' It aims to highlight the value and quality comparison, suggesting that the only difference customers will notice is the price.
Production Company	Biscuit Filmworks LA
Creative Director	Sal DeVito
Art Director	John Clement
Art Director	Brad Emmett
Copywriter	Dan Giachetti
Copywriter	Lee Seidenberg
Agency Producer	Barbara Michelson
Director	Jeffrey Fleisig
Editor	Jerry Fried