Shop Small®

Client | American Express Canada

Role | Creative lead and art direction, design and production

Studio | BT/A Advertising

Shop Small is an ongoing marketing campaign created by American Express that encourages cardmembers to support small businesses, such as local neighbourhood restaurants, boutique retailers, independent grocers and small online businesses. Cardmembers receive special offers that are communicated through a variety of online channels and targeted print pieces. Small merchants are supported through the development of cardmember-facing email campaigns and complimentary digital and physical supplies and signage.

Two campaigns were developed in 2020 to respond to the Covid-19 pandemic. For the Shop Small Recovery Campaign that ran from June 14 – September 13, 2020 a large variety of digital and print assets in English and French were developed including a landing page, prelaunch and launch emails, direct mail pieces and a merchant kit. The 2020 Holiday Campaign was smaller in scale and focused more supporting merchants during a difficult time with complimentary signage such as sticker kits to decorate customizable white boards and driving cardmembers to participating stores.

Assets Developed

• Landing page for merchants and cardmembers. Click here to view.

• Prelaunch, launch and reminder emails

• Cardmember direct mail pieces

• Digital assets and promotional web banners banners

• Merchant custom kit with branded hand sanitizer, social distancing floor decals, customizable white board sign and kick-off postcard.

• Winter sticker kit to decorate customizable whiteboard open/close signs