Chicago-based agency Blue Chip has created a new program for Procter & Gamble and regional supermarket chain Harris Teeter tied to both Black History Month (February) and Women’s History Month (March). It’s part of a broader campaign, Aisles For All. The newest iterations celebrate local Black and Women's History makers.
“We celebrate Black History by making it,” proclaim in-store ads during February.
Students at HBCUs (historically black colleges and universities) will get tuition help through the HBCU Heroes Dollars for Scholars program, via a donation from P&G. Highlighted P&G brands include Always, Gain, Olay, Pampers, Pantene and more.
“Women’s stories are works of heART,” is the focal point of campaign materials highlighting the power of shared stories throughout March.
Aisles for All partnered with ArtPop Street Gallery to commission local artist Kalin Devone to depict iconic women on Harris Teeter store or nearby community walls. Highlighted P&G brands include Always, Olay, Pantene, Secret, Tampax, and Venus.
Harris Teeter is a subsidiary of Kroger. Based in Matthews, North Carolina, it operates an estimated 260 stores in seven South Atlantic states and the District of Columbia.
“We are committed to creating better lives for our consumers and supporting their communities,” said Jeff Havermann, senior account executive at P&G. “Aisles for All gives us a powerful platform for inspiration and unity.”
Blue Chip created Aisles for All for P&G and Harris Teeter last year in support of Pride Month. Since then, the program has expanded to support Hispanic (September) and Italian (October) Heritage months. P&G and Harris Teeter will also promote Earth Month (April) & Mental Health Awareness Month (May) before activating another Pride Month program in June.
“We started this with an eye toward a signature platform that the partners can own long-term,” said Kendahl Damico, creative director at Blue Chip. “In the process, we’ve created a model for celebrating and supporting the local community.”