Trader Joe’s – Media Strategy (Fall 2022)

This project focused on creating a $5M spot TV media buy for Trader Joe’s 2022–2023 holiday campaign to boost visibility and in-store traffic.

I conducted market research, identified target segments, and built a media plan based on audience behavior and TV preferences. I also created a detailed Excel buy sheet including DMA, daypart, network, GRPs, and cost.

The final plan stayed within budget and effectively aligned with Trader Joe’s goals for seasonal brand engagement.