Sweetbay Supermarkets | motley bivalve

Sweetbay Supermarket

It's the classic story. Boy meets supermarket. Boy writes for supermarket. Supermarket becomes a casualty of the recession, and gets absorbed by a larger supermarket.

Sweetbay gave me a taste of what it was like to work in heavy retail focus, while maintaining a conceptual message.

Kevin the Meatbay Butcher

Honestly, we weren't sure they'd go for it. Sweetbay wanted something that displayed their butcher shop—what they contended to be their great innovator (even though there aren't many differentiators in the Grocery scene). So instead of talking about differentiators that weren't really differentiators, we decided to create one.

The office joke had been "Meatbay" for some time. And we were just as surprised as anyone when they went for it. We were able to create Kevin, the Meatbay Butcher. The character, client sign-off, and hilariously juvenile name all lent itself to some fun work.

It started with an introduction. This guy (Benny) riffed really well on a character that we spent a lot of time creating, and it gelled.

This was a spot to promote a money-back guarantee. I have a cameo at the end there. Can't really make it out, but trust me—I'm there. Also, this is one continuous shot, which made it a real joy to shoot. Did I say joy? I meant challenge.

We followed up with a holiday spot to capture the true Meatbay cheer.

We had these added-value 4-second bumpers that aired locally during the Super Bowl (I won't get sued, right?). They were a lot of fun to produce. Some of these were written, and some were riffed.

Much like the Wu-Tang Clan, busted-up grills really bum Kevin out.

Radio

Radio was a fun execution. We brought the character to life, and still had to work in a retail-specific message.

One-Off Executions

A lot of the Sweetbay work was one-off executions and brief campaigns. We focused on grilling, family-friendly-on-a-budget vibe, and holiday cheer. I've included some TV, radio, and print stuff.

We were challenged to create a series of spots (and meals) that cost $10 for a family of four. It was a fun challenge, and I like where the spot ended up.

You want whimsical holiday rhymes? Cause I got some whimsical holiday rhymes.

One-off summer spot centering around the fun of a backyard barbecue, with Sweetbay's meat as the hero.

Radio always presented an interesting challenge. The client insisted on product and price integration, so we had to get clever with how we built in stories.

Florida Grown Easel This was an in-store poster we made to promote Sweetbay's locally sourced produce.	Sweet Spot Print Sweetbay had a partnership with the Tampa Bay Rays, so we developed the Sweet Spot print.	Sweet Spot Print I'm not a huge sports guy, so I always have to start with my good buddy Wikipedia.
Sweet Spot Print

I'm Hunter Savage.

I Make Words Sound Nice.