Thrift Town
Out-of-home

Crunched from the top by the bigs - Wal-Mart, MacFrugal’s, BigLots!, CostCo - and from the bottom by every other thrift store on a neighborhood street corner; we needed to leverage our biggest assets.

Our pricing was much lower than those above, and our selection was much better than those below. But at the end of the day, low price messages are what inspire these shoppers.

Interestingly (see below), these ran on the backs of breakfast and lunchtime catering trucks (roach coaches), targeted at the low-to-mid income blue collar workers out at their jobs. With limited dollars to compete, we had to hone in as close to our target as possible.