Gorillas Growth

Context – With inflation rising and German shoppers turning more price-sensitive, customers were quietly defaulting back to physical supermarkets. Sales and commercial had already matched supermarket prices on key products. The creative job was to make that fact impossible to ignore.

Approach – I developed the key visual and campaign concept around a direct price comparison, deliberately avoiding lifestyle imagery or product storytelling. The fact itself was the hook, and dressing it up would have weakened it. I then built a set of frameworks and templates that worked as a small design system for rapid weekly production and scaling across markets.

Scope: ∙ Concept and art direction ∙ Key visual design ∙ Design system and templates for weekly rollout ∙ Adaptation across social ads, Google, DPA, in-app display, and CRM

Results – The campaign ran weekly with a different product each time across paid social, Google, DPA, in-app, and CRM –

∙ Basket value up 25 to 30% ∙ Retention up 10 to 15% ∙ Strong scroll-stop rate across paid channels ∙ Direct and indirect competitors launched near-identical visual approaches a few weeks later.