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  

"Walmart Smart Network"

Challenge
Walmart wanted 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 while creating a more valuable shopping experience.

Insight
The moment of purchase is where attention is highest and buying decisions are made. The opportunity wasn't simply to display advertising, but to build a retail media ecosystem that delivered relevant content, strengthened brand partnerships, and helped shoppers make better decisions in the aisle.

Idea / Solution
Working with Walmart through Studio Squared at The Martin Agency, we helped build the creative operating model behind the Walmart Smart Network, a retail media ecosystem spanning more than 26,000 digital screens and reaching approximately 140 million shoppers each week. I helped establish scalable workflows that enabled the production of more than 1,500 annual content assets, translating national brand campaigns into contextually relevant in-store experiences tailored to shopper behavior and the retail environment.

As the platform evolved, we worked closely with STRATACACHE, collaborating with CEO Chris Riegel to help present expanded capabilities and future opportunities to Walmart leadership. The ecosystem also expanded to include digital experiences across Walmart's Deli, Pharmacy, Vision and Financial Centers, while mobile and social integrations created a more connected omnichannel shopping experience.

Impact
• Helped establish Walmart as one of the industry's leading retail media platforms.
• $75MM in annual advertising revenue.
• $100MM+ annual sales lift for participating brands.
• 26,000+ digital screens nationwide reaching approximately 140 million shoppers weekly.
• Built a scalable creative model supporting 1,500+ pieces of video content annually.

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.