Shopping local keeps profits local, allows for more local products on shelves, and supports
your own friends and neighbors.
Urm is a local shopping guide, bringing attention to local
products and highlighting the reasons consumers prefer
shopping local. Branded alongside Your Northwest, Urm
gives the Your Northwest campaign new legs, and takes its
message one step further.
The strategy behind Urm is to create consistent and
ongoing support for all the reasons our consumers already
prefer local. With Urm, we don’t need to change buying
attitudes, we just need to remind and reinforce –
‘Where You Shop Matters’
Initially, consumers will meet Urm at the store entrance
with a brief introduction to the program. Then throughout
the store, in both fun and engaging ways, Urm will reinforce
the message while also pointing out local products.
Overall, Urm is intended to be a drip-style experience. Over
the course of weeks and months, consumers will be given
multiple opportunities to take in the Your Northwest
message. Over time, we intend to swap our featured
products as well, allowing Urm to promote the ‘Where You
Shop Matters’ message as well as support specific
Northwest products.
