Northgate Market, the family-owned and operated supermarket chain, hijacked the much anticipated ads for one of the most important events of the year, the Super Bowl. Northgate Market and Circus launched an ingenious digital campaign in which they created multi-platform pre-roll parody ads, from SB spots. Using the same look and feel of the SB commercials, Northgate Market reminded viewers where to get the products they were about to see.
Through a clever, efficient and very strategic media placement on YouTube, digital green screen production, some guys that always wanted to be in a boy band and really cute puppies, Northgate Market delivered the message before the SB spots reminding audiences they can find those products at their stores and that they are the place to find the brands they enjoy. As part of this effort, and following user behaviour during Super Bowl week, Northgate Market also hijacked search keywords.