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Project Summary: Challenge: Create a trade ad that announces a peg-packs redesign to convenience store owners. Solution: Go beyond announcing the re-design—to the benefits the redesign offers the trade magazine's readership. "Designed to hang, but not hang around" very effectively shouts (1) it is peg-packs we're talking about and (2) the reader will enjoy more turns as a result of the redesign. It is strategically grounded while both showing the redesigned packages large as possible and focusing on the concerns of the target group. Concept: Keith Gillespie Copywriter: Keith Gillespie Agency: Geraghty & Roman

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