Case Studies

Propane  

"Energy for Everyone"

Challenge

The Propane Education & Research Council (PERC) needed to shift perception of propane as a clean energy source and expand awareness beyond its traditional use for outdoor grilling, while achieving long-term awareness goals.

Insight

Propane wasn’t lacking relevance—it was lacking reintroduction. The opportunity was to reposition it as part of a broader clean energy ecosystem rather than a standalone fuel source.

Idea / Solution

We created “The Future Is Now,” a TED Talk–inspired platform that reframed propane’s role in modern energy through TV, digital, social, trade, and integrated print campaigns.

We expanded the platform with “Symphony,” a TV spot using a small orchestra as a metaphor for energy systems working in harmony. The work premiered during the 2024 Summer Olympics in Paris and extended across multiple channels and vertical markets.

Impact

• Achieved five-year awareness and perception goals in two years.
• +222% message memorability and +71% likeability among NBC Olympic audiences.
• Expanded across seven vertical markets with strong client adoption and satisfaction.

Walmart  

"The Walmart Smart Network"

Challenge

Walmart needed to evolve its in-store digital network into a scalable retail media platform that could serve both Walmart and CPG partners, delivering relevant messaging at the point of purchase.

Insight

At the moment of purchase, attention is highest—but so is decision friction. The opportunity was to turn the store environment into a dynamic media channel delivering the right message at the right time.

Idea / Solution

The Martin Agency / Studio Squared and Walmart developed the Walmart Smart Network, their in-store digital ecosystem spanning 26,000+ screens and reaching approximately 140M shoppers weekly. We created and managed 1,500+ pieces of annual content, translating national brand messaging into contextually relevant in-store creative shaped by shopper behavior and retail environment.

We also helped expand the platform through integrations with social and mobile, creating a more connected shopping experience.

Impact

• $75MM annual ad revenue.
• $100MM+ year-over-year box lift.
• 26,000+ screens across stores nationwide.
• Established Walmart as a leading retail media platform.

Safeway

“Ingredients for Life”

Challenge

Safeway was losing relevance as shopping habits shifted and competition intensified. High-end retailers like Whole Foods and Bristol Farms were winning on quality and experience, while value players like Walmart and Food Lion competed aggressively on price—leaving Safeway stuck in the middle.

The goal was to change how people thought about and used the store—no small task for an 80+ year-old brand—and increase awareness, drive visits, and grow spend per trip.

Insight

Safeway had become an errand, while competitors had become destinations. The opportunity was to reconnect by showing a deeper understanding of how the brand fits into people’s lives—from quick, everyday needs to more meaningful moments like family dinners and holidays.

Idea / Solution

We created “Ingredients for Life,” a brand platform that repositioned Safeway from a place to buy food to a brand that plays a role in people’s lives.

The campaign worked across TV, radio, outdoor, in-store, and beyond—bringing the full store experience to life, from grab-and-go meals to floral, pharmacy, and private label products. Every touchpoint reinforced the idea that Safeway wasn’t just providing ingredients for meals, but ingredients for life.

Impact

• Market share growth in 51 of 52 consecutive weeks.
• Significant increases in same-store sales, with remodeled locations up double digits.
• Increased awareness and customer engagement across key metrics.
• Contributed to a 20% increase in stock price.

‍Baby Ruth

“The Real Deal”

Challenge

Baby Ruth needed to reinforce its identity as an authentic, no-nonsense candy bar while connecting with 20–35 year-old sports-minded men in a culturally relevant way.

Insight

In this audience’s world, authenticity beats aspiration. Over-designed branding gets ignored—but straightforward, no pretense, confident messaging earns attention.

Idea / Solution

We created “The Real Deal” campaign, positioning Baby Ruth as exactly what it is: a thick, rich, satisfying candy bar.

The work lived in the audience’s world—baseball, bowling, trucks, and music—extending across print, signage, T-shirts, stickers, and napkins to create outsized cultural presence beyond its media budget.

Impact

• Generated strong buzz and exceeded expectations for a print-led campaign.
• So successful, it expanded into television.
• Earned multiple creative awards and a major bowling promotion.