Mt. Olive Pickle Campaign
for SMAD 342 at JMU
I worked with two other Creative Advertising students to create a series of print and out of home advertisements for Mount Olive Pickles. Our assignment was to create a campaign that advertises our product for two different uses. Our group’s audience was low-income families.
Client:
Mt. Olive is a popular pickle company named after the rural North Carolina town where it was founded in 1926. Originally founded to help give local farmers a new market, Mt. Olive is still focused on giving back to their community.
Intended Audience:
The intended audience is low-income parents. In 2022 a family of four was considered low-income if they earned $34,500 annually (The Justice Gap, 2025). This audience is more likely to live in the rural south than in any other part of America (The Justice Gap, 2025). Low-income households spent on average $63 less on food products than high-income households, while also spending more money eating out (NLM, 2010). This audience frequently finds ways to reuse products and buy products second-hand when possible in an effort to save money.
Big Idea:
Mt. Olive will reach and appeal to low-income families by advertising that their product is beneficial for the consumer even after the pickles are gone. Because these families may not be able to afford specialized, more expensive products, they would find benefit in getting both a tasty snack and a reusable pickle jar that can be implemented in several day-to-day instances.
Media Plan:
Our transit and billboard ads will be placed primarily in the rural south in order to reach our target audience. The magazine ad will be printed in parenting magazines in order to focus our campaign to reach the target audience.
