Where you shop matters


Where you shop matters, Visa / The Guardian / Publicis PO1: Starcom, Saatchi & Saatchi
The Challenge
Christmas is a time for giving and Visa take that very literally.
Our business is focussed on enabling local businesses to thrive so we know #whereyoushopmatters. Last Christmas we gave a platform to 100+ merchants nationwide, turning local business owners into stars. In 2019 we wanted to make an even bigger difference. On Thursday 21st of November, we turned The Guardian into a local media platform. VISA bought every single ad slot and gifted them to a local business, turning the spotlight on the shopkeepers that most need the support at this time of year.

In the newspaper, VISA used a full page to explain and then gave over every single subsequent slot to 26 regionally targeted local businesses. The following Saturday we created four regional issues of Weekend Magazine, wrapping each one with a feature on a brilliant local business.

Did it work? Readers got in touch to say how much they loved it - “Congratulations to Visa for their creative takeover of every ad in the Guardian, supporting local shops the length and the breadth of the country. How refreshing to see well targeted advertising with a clear message to support your local high street!“