America’s Best grew into a category leader by making eye care and eyewear affordable and accessible to everyone. The retailer’s low-cost bundle of two pairs and a free exam brought it a wide customer base and nationwide expansion. Whoooooose job (get it?) was it to increase the visibility of this deal? A droll, wise, and bespectacled great horned owl – a brand icon for America’s Best for eight years now.
The new campaign from TRG, was led by creative team, David Eastman and Jeff Hopper. America’s Best’s biggest advocate, the owl, recently shifted his focus from wallet to well-being. To highlight the importance and value of a thorough, affordable eye exam, he’s invited viewers along to his annual exam – and, for the first time, flown inside to chat with optometrists instead of potential customers.
This campaign marks a shift in America’s Best’s messaging. While the retailer’s core message centers around the offer of two pairs of glasses and a free eye exam for a low cost, the new work aims to spotlight the optometrists practicing at America’s Best locations and the significance of their work. The “wallet and well-being” strategy showcases the value-packed offer while emphasizing the integral role optometrists play in ensuring overall eye health.
