PARSIPPANY, N.J. – Garden Savings Federal Credit Union has launched what’s being called a “quirky: new branding campaign throughout Morris and Essex Counties in New Jersey.
According to the New Jersey CU League, which reported the news first, the campaign is designed to increase overall brand awareness while casually marketing other products indirectly by striking “a chord that resounds to many New Jerseyans … food!”
Imagery in the ads ranges from pork roll to late night diner stops to disco fries and Jersey tomatoes.
“When the ad agency I use, Prager Creative, first pitched this concept to me I paused for about five seconds because it was very different but then I laughed and shook my head and said I absolutely love it!” Michael Powers, vice president of marketing and lending for Garden Savings, told the New Jersey league. “Let’s face it … banking ads can be boring but food ads? Who doesn’t stop to look at those? So, catch the consumer visually with what looks delicious and hits home on New Jersey familiarity. Get them to read the ads, which are running on billboards and buses throughout our markets, and then get them to read about the credit union difference. Free ATMs, free checking, low loan rates and more. Catch their eye then deliver the message. There’s no rule that says your visual has to match up precisely with what you’re marketing.”