Borrow a Bag Campaign

The Borrow a Bag campaign for Fresh St. Market and IGA Stores of BC was more than just a marketing effort—it was a solution to a growing problem. With reusable bags becoming the norm, the issue of overconsumption and waste became evident. Too often, customers would forget their bags and purchase more, leading to unnecessary excess. This initiative was designed to combat waste, offering a convenient, sustainable alternative: a simple borrow-and-return system that makes it easier for shoppers to stay eco-friendly. As the creative lead, I oversaw the entire process, from concept to distribution, ensuring the message was not just heard, but felt. This was a multi-channel, full-production campaign, requiring careful coordination across multiple platforms.

Fresh St Market:
IGA Stores of BC:



The Borrow a Bag campaign for Fresh St. Market and IGA Stores of BC was more than just a marketing effort—it was a solution to a growing problem. With reusable bags becoming the norm, the issue of overconsumption and waste became evident. Too often, customers would forget their bags and purchase more, leading to unnecessary excess. This initiative was designed to combat waste, offering a convenient, sustainable alternative: a simple borrow-and-return system that makes it easier for shoppers to stay eco-friendly. As the creative lead, I oversaw the entire process, from concept to distribution, ensuring the message was not just heard, but felt. This was a multi-channel, full-production campaign, requiring careful coordination across multiple platforms.

Fresh St Market:
IGA Stores of BC:



Accomplishments

Accomplishments

Messaging & Taglines

We crafted clear, compelling messaging that resonated with customers, making sustainability feel effortless and accessible.

Scriptwriting & Storytelling

The heart of this campaign was in the storytelling. Fresh St. Market’s creative took an emotional approach, highlighting community and environmental impact, while IGA Stores of BC’s campaign embraced humor, making sustainability engaging and memorable.

Casting & Directing

I led the process of sourcing actors, planning shot lists, and directing both video productions to ensure authenticity and engagement.

Production & Editing

From filming to post-production, I worked to shape the campaign’s narrative into polished, high-quality content that could be shared across various platforms.

Multi-Channel Distribution

The campaign reached audiences through social media videos and ads, Performance Max (PMax) campaigns, YouTube content, website messaging, radio ads, and lifestyle photography, ensuring maximum visibility.

The Borrow a Bag campaign successfully tackled a real consumer pain point—forgetting reusable bags and buying more than needed—while reinforcing Fresh St. Market and IGA’s commitment to sustainability. By blending informational storytelling with humorous, relatable content, we made an environmental initiative both meaningful and engaging. The campaign resonated with shoppers, sparking conversations and making sustainability a more approachable, everyday choice.

More work

Freedom Capital

Fresh St. Market

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