Marshalls Summer Shoe Newspaper Ads


Marshalls is a multi-billion-dollar off-price retail company whose shoppers (more female than male, roughly ages 25-55) are equally interested in fashion and value.


Planning ahead for when spring started to transition to summer, Marshalls wanted to run newspaper ads getting female consumers excited about summer shoes and motivating them too come into stores to shop.


While boot purchases are exciting at the beginning of fall, by the end of spring, Marshalls consumers are tired of wearing them and ready to buy sandals and other summer shoes. In the first ad, I played off that emotion with the concept of “kissing boots goodbye” — acknowledging that she can love them, but she’s ready to see them go (for a few months). In the second ad, I played up the excitement of transitioning into both wearing sandals and showing off pedicures (a favorite treat among many Marshalls shoppers), thereby highlighting another benefit and highlighting savings.