ST. JOHN’S BOARD OF TRADE - DON’T GET DIEPPED

When we were asked to create a ‘shop local’ campaign for St John’s Board of Trade, we opted not to repeat the ‘shop local or these stores will close’ messaging that had been dominant over the past year. That message was already ingrained in people’s minds. Instead, we wanted to find a different way to convince Newfoundlanders to shop local rather than order online. The fact of the matter is, for a province that is an island and extremely remote - delivery of any sort is a major hassle. We wanted to let Newfoundlanders know that local goods already on the island beat online goods hands down. Enter the package sorting facility in Dieppe, New Brunswick. 

Dieppe, has been a sore spot for Newfoundland’s shoppers for years. When anything is ordered online from Newfoundland, the packages have a monumental journey before they make it to the island. And the last port of call on their journey is Dieppe, where packages are stored, delayed for months and sometimes lost altogether. It’s known locally as the ‘Bermuda Triangle of Packages’. This insight became the basis of our campaign, Don’t get Dieppe’d. By using Dieppe as a foil, it really accentuated the convenient and hassle free nature of not having to wait on packages stuck in Dieppe, and allowed us to have a little fun while doing an important job.