The ad, which aired locally on Channel 7, generated 315,000 impressions and is designed to get people in the funnel, said Stefanie Michaels, marketing director for Jars.
“While we have some steeper restrictions and red tape with broadcast, we can take the consumer through the journey,” Michaels said. “The consumer sees the ad and hopefully goes to ShopJars.com and then we can promote our products more in plain sight and market them more blatantly than trying to stay compliant with broadcast. It’s only part of multiple channels we’re using to ensure the customer has a clear and direct path to Jars because we’re pulling all the levers to make sure it’s not just awareness, but a stream of conversation to becoming a Jars shopper.”
Abro said the company worked closely with Scripps Media to ensure its ad didn’t violate any federal laws.
“WXYZ provided the client with Scripps’ advertising guidelines, which include guidance around ads for CBD/Marijuana/Medical Marijuana and related products, and the client crafted the creative to meet these guidelines,” Scripps Media said in a statement.
“Deli Style” is actually the fifth different ad by Jars. Last year, it aired another broadcast spot during the Oscars. More iterations of its “Deli Style” ad will air locally over the next several months, Abro said.
While a normal 30-second spot would cost $50,000 to $75,000, Abro said the company was able to get a discounted rate, making the benefits greater. He declined to reveal the total cost of the ad.
But he said the ads are worth it in the state’s heavily competitive market.
“I think you don’t see the benefits in TV right away,” Abro said. “We had 315,000 impressions on the one drop. It’s really to remind people we are here and we provide an adequate product. Over the long term, the benefits go into effect and you get those customers.”
The latest TV spot coincides with Jars’ new May 3 event “The Deli Day,” which celebrates the five-year anniversary of the opening of its Detroit store with deals and free product at its 30 locations across the state.
