Phillips Edison & Company

Phillips Edison & Company’s unique approach scored the talk of the town.
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CLIENT CHALLENGE

Missed opportunities to tell the PECO story.

Pick up any issue of Shopping Centers Today, and you’ll see a dozen ads for retail properties that only show one thing: the shopping center itself. Other than the monotony of using a building as the hero, this type of advertising doesn’t say a single thing about the brand of the property, or its owner. Phillips Edison & Company (PECO), a privately-owned developer and owner of more than 320 grocery-anchored shopping centers across the country, engaged COHN to conceive a better approach.

OUR SOLUTION

Reimagine the retail real estate ad playbook.

The objective of PECO’s new ad campaign was to position Phillips Edison & Company as the most hands-on, experienced privately-owned developer and owner of grocery-anchored shopping centers in the nation. And the ads would not feature a building/property. The idea was that potential tenants seeing the ad should think, “Any time I consider locating my business in a grocery-anchored center, I need to talk to the team at Phillips Edison & Company first.”

Relying on beautiful imagery, smart wordplay, and straightforward headlines, COHN’s campaign, “Grocery Focused. Retailer Centered.” conveys one key theme per execution, and each execution uses grocery-centric language and imagery to illustrate why any retailer interested in grocery-anchored centers should look at PECO centers first.

RESULTS

A campaign that people are talking about.

“Grocery Focused. Retailer Centered.” captures the essence of what makes Phillips Edison unique within the industry. The memorable visual applications have been well received by the entire PECO leadership team; in fact, they extended the scope of work into many other touchpoints that are being developed now. "Grocery Focused. Retailer Centered" Campaign won Gold at the ICSC Maxi Award in May 2017 for B2B Corporate Brand Campaign. The award-winning ad campaign launched in December 2015 and is slated to take its final bow in February 2018 to make room for an exciting new corporate campaign that's in the works at COHN. The new campaign is slated to debut in March 2018.

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