The Knit Cafe Print Hug by McCann Canada


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Industry Culture, Leisure & Sport
Media Print, Magazine & Newspaper
Market Canada
Agency McCann Canada
Executive Creative Director Sean Davison
Photographer Tom Feiler Photography
Released November 2012

Credits & Description

Advertiser: THE KNIT CAFE
Category: Foods
Advertising campaign: HUG
Group Creative Director (Copywriter): Cam Boyd (MacLaren McCann)
Account Director: Rizwan Devji (MacLaren McCann)
Media Buyer: Ryan Van Dongen (UM Worldwide)
Executive Creative Director: Sean Davison (MacLaren McCann)
Photographer: Tom Feiler (Kith And Kin)
Group Creative Director (Art Director): Troy Mcguinness (MacLaren McCann)

The campaign definitely resonated with our target and with in craft and design blogs. There were no hard sales metrics tracked, but foot traffic and buzz around the neighbourhood definitely increased during the month long campaign.

Client Brief Or Objective
We were tasked to draw a “pinterest” loving female target into the store by creating a campaign that evoked the warm, fuzzy, tactile nature of all the products the client sold.

Based on the handmade nature of the products at The KNIT Café we decided that our ads would resonate best with the target if they were inspired by the offerings themselves. To do this we wrote headlines that were genuine, heartwarming and inclusive and then created hand lettered type, each letter individually wrapped, to evoke the softness and warmth of the store. We then carefully arranged the type against a backdrop of complementary coloured balls of yarn.

Brief Explanation
The target we were trying to reach is very adverse to advertising. They prefer first hand referrals, blog postings and word of mouth advice. In creating our campaign we had to be very careful to align to the sensibilities of our target without “selling” to them.