Saving a business that's being killed by kindness

Saving a business that's being killed by kindness

NBC's Today Show Main Street Makeover with Martin Lindstrom and
Vancouver based Juice Group Advertising breathe new life into a
struggling Baltimore corner store.


BALTIMORE, Aug. 22, 2014 /PRNewswire/ - Once the measure of neighborhood
America's commercial success, local corner stores are feeling the
squeeze.



(Photo: http://photos.prnewswire.com/prnh/20140822/138814)



Gone are the days of being a place to purchase necessities and greet
your neighbor. Now big box super markets have moved in. And vast tracts
of urban life have been turned into deserted ghettos.



In Baltimore, MD, NBC's Today Show found a corner store located in a food desert in Shipley Hill, one of the city's most economically depressed areas.
The only corner store in the neighborhood, it is an essential part of
the community. About 500 families live within a ¼ mile radius and the
median household income: approximately $30,000.



Tony and Mary's Corner Store is known for the charity of its proprietor,
Tony Lawrence. But this deeply religious man, who would rather give
food away than see a child go to bed hungry, has been facing a downhill
battle. And it's not just because times are tough. The store needed
serious flooring repair work to hold refrigerators. It also needed
access to fresh produce and a license to sell to mothers with young
children on WIC food stamps. In short a healthy corner store food model
needed to be created...in 1 week!



"We initially experienced serious doubts about the viability of this
project in the time frame, but after finding a group of passionate
local vendors, we decided to take on the challenge." says Juice Group
co-founder and CEO, Jonathan Greenstein.



Juice Group, a sought-after boutique global brand agency operating out
of Vancouver in Canada, spearheaded the creative end of the project.
"We worked with Lindstrom to develop a guiding strategy to transform
the store, and bring the ideas to life."



"We listened to the community and brought in necessities like fresh
produce and frozen meats. Working with the Mayor's office, we accessed
permits and foods to help change this store from a food desert, to a
food oasis. In addition a loyalty program was introduced to reward
healthy food purchases."



But will it work in the long run? Only time will tell. Today Show's
Samantha Wender and anchor Erica Hill will be back in late September to
report on progress. Meanwhile, catch the making of this Makeover on
August 24(th) on NBC's Today Show.


Still needed for Tony's Corner Store: New bullet proof glass panels for
the front booth and a security entrance door for the booth. Contact lara@juicegroup.ca

SOURCE Juice Group Advertising

Photo:http://photos.prnewswire.com/prnh/20140822/138814
http://photoarchive.ap.org/
Juice Group Advertising

CONTACT: Contact Jonathan Greenstein at Juice Group: jonathan@juicegroup.ca or +1-604-7678413


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