Wawa Hoagies Awareness Campaign

Remind On-the-Go Customers of the craft and quality in every Wawa built-to-order hoagie

Team
Group Creative Director – Design
Brian Barto

Copy Creative Director
Katy Mancini

Designers
YangShan (Sandy) Chou
Carter Chen

Summary
I helped highlight fresh ingredients and the high level of craft put into a Wawa Hoagie Awareness promotion campaign.

VISITE SITE

— Process

Here is the overview of stages and design processes for the project.

— Problem Statement

Wawa’s launching a Hoagie Awareness promotion to bring additional attention to its built-to-order hoagie lineup.

In newer and fringe markets, Wawa continues to build awareness around “fresh made” hoagies. This evergreen campaign will supplement those efforts, stressing that Wawa hoagies are made to order, fresh, the way customers like them.

This effort launches with a consideration to 1) national competitors overhauling their menus with new sandwiches and introducing new campaigns with celebrity spokespeople and 2) awareness research captured in new markets around Wawa’s pre made and made fresh options.

— Project Goals

Protect Wawa’s market share and increase awareness of Wawa’s made-to-order process and hoagies.

PUSH ONE — On-the-go living demands an on-the-mark meal.
There’s no room for error when you’re living on the go. People living in the fast lane prefer to go with what they know because the right meal can truly make the day.

PUSH TWO — Wawa’s built-to-order hoagies don’t need spokespeople – the quality speaks for itself.
Wawa’s best-in-class deli style system is staffed by a team of Wingmates who take pride in making the perfect hoagies for their customers. People can trust that quality. And they can trust that Wawa hoagies will continue satisfying their appetites.

— Approach

Concept iteration

The team came up with four concepts to highlight the core idea - Quality you can count on. After the client’s review, the headline is Hoagie Made Fresh just for you to remind on-the-go customers of the craft and quality in every Wawa built-to-order hoagie.

The design team works on four touchpoints for the hoagie awareness campaign.

We discussed three considerations to apply for overall touchpoints.

Create messaging and ideas for both new/fringe and seasoned markets
Develop a spectrum of ideas to speak to freshness and quality (i.e. made
fresh, ingredients, etc.)
Explore a range of visuals of the made to order food process to show
freshness (i.e. ingredients, associate, CAT screen, etc.)

— Style Boards

Style board explorations played an impactful role in decision-making on the direction across both overall touchpoints.

According to the Wawa brand guide, we used the primary typeface "ASAP" for the campaign. After internal reviews, the design team decided to use teal as the primary color to show the contrast between hoagies and indicate freshness.

— WEBSITE DESIGN

Product channel takeover is one of the important touchpoints for the Wawa seasonal campaign.

I created three sketches for the initial review. After the internal discussion, I used a social image at the top to draw users' attention to their favorite varieties. There are two hoagie collages with the most popular made-to-order hoagie varieties to show FRESH and DELICIOUS with CTA buttons.

— Banner Ads

Because of the small sizes for the web banners, I need to deliver clear messages of the hoagie awareness campaign with the text and background images hierarchy. We worked with the motion team to create animated banners with made-to-order hoagies to show freshness.

320x50 Animated Banner

— Social Media Ads

Maximize awareness in markets showing a lack of sales and familiarity with the brand and fresh hoagie varieties.

The hoagies and sandwiches buyers are the primary target audience for this campaign. In FB, IG, and TW platforms, we used a range of visuals and videos to show freshness. In Tiktok and Snapchat, we used more motion effects to show the enjoyable daily moments with Wawa hoagies.

FB, IG Ad (Awareness)

Twitter Ad (Purchases)

TikTok Ad (Purchases)

— Learnings

Don’t customize word tracking in the website design for desktop and mobile versions.

When I worked with the developer to build the website, we worked through the individual title word tracking to match the design style. However, letter-spacing as it is inconsistent between platforms. We should keep the stand letter spacing for accessibility.

Wawa Hoagie Awareness

Wawa Hoagies Awareness Campaign

Remind On-the-Go Customers of the craft and quality in every Wawa built-to-order hoagie

Team Group Creative Director – DesignBrian BartoCopy Creative Director Katy ManciniDesignersYangShan (Sandy) ChouCarter Chen

SummaryI helped highlight fresh ingredients and the high level of craft put into a Wawa Hoagie Awareness promotion campaign.

— Process

Here is the overview of stages and design processes for the project.

— Problem Statement

Wawa’s launching a Hoagie Awareness promotion to bring additional attention to its built-to-order hoagie lineup.

In newer and fringe markets, Wawa continues to build awareness around “fresh made” hoagies. This evergreen campaign will supplement those efforts, stressing that Wawa hoagies are made to order, fresh, the way customers like them.

This effort launches with a consideration to 1) national competitors overhauling their menus with new sandwiches and introducing new campaigns with celebrity spokespeople and 2) awareness research captured in new markets around Wawa’s pre made and made fresh options.

— Project Goals

Protect Wawa’s market share and increase awareness of Wawa’s made-to-order process and hoagies.

PUSH ONE — On-the-go living demands an on-the-mark meal.There’s no room for error when you’re living on the go. People living in the fast lane prefer to go with what they know because the right meal can truly make the day.

— Approach

Concept iteration

The team came up with four concepts to highlight the core idea - Quality you can count on. After the client’s review, the headline is Hoagie Made Fresh just for you to remind on-the-go customers of the craft and quality in every Wawa built-to-order hoagie.

The design team works on four touchpoints for the hoagie awareness campaign.

We discussed three considerations to apply for overall touchpoints.

Create messaging and ideas for both new/fringe and seasoned markets

Develop a spectrum of ideas to speak to freshness and quality (i.e. made

fresh, ingredients, etc.)

Explore a range of visuals of the made to order food process to show

freshness (i.e. ingredients, associate, CAT screen, etc.)

— Style Boards

Style board explorations played an impactful role in decision-making on the direction across both overall touchpoints.

According to the Wawa brand guide, we used the primary typeface "ASAP" for the campaign. After internal reviews, the design team decided to use teal as the primary color to show the contrast between hoagies and indicate freshness.

— WEBSITE DESIGN

Product channel takeover is one of the important touchpoints for the Wawa seasonal campaign.

I created three sketches for the initial review. After the internal discussion, I used a social image at the top to draw users' attention to their favorite varieties. There are two hoagie collages with the most popular made-to-order hoagie varieties to show FRESH and DELICIOUS with CTA buttons.

— Banner Ads

Because of the small sizes for the web banners, I need to deliver clear messages of the hoagie awareness campaign with the text and background images hierarchy. We worked with the motion team to create animated banners with made-to-order hoagies to show freshness.

— Social Media Ads

Maximize awareness in markets showing a lack of sales and familiarity with the brand and fresh hoagie varieties.

The hoagies and sandwiches buyers are the primary target audience for this campaign. In FB, IG, and TW platforms, we used a range of visuals and videos to show freshness. In Tiktok and Snapchat, we used more motion effects to show the enjoyable daily moments with Wawa hoagies.

— Learnings

Don’t customize word tracking in the website design for desktop and mobile versions.

When I worked with the developer to build the website, we worked through the individual title word tracking to match the design style. However, letter-spacing as it is inconsistent between platforms. We should keep the stand letter spacing for accessibility.

Team
Group Creative Director – Design
Brian Barto

Copy Creative Director
Katy Mancini

Designers
YangShan (Sandy) Chou
Carter Chen

Summary
I helped highlight fresh ingredients and the high level of craft put into a Wawa Hoagie Awareness promotion campaign.

PUSH ONE — On-the-go living demands an on-the-mark meal.
There’s no room for error when you’re living on the go. People living in the fast lane prefer to go with what they know because the right meal can truly make the day.