This is a good billboard campaign. Look at how non-terrible it is. It’s made for billboards, print ad locations, and would probably work just fine on the internets. This is made for Trader Joe’s, which carries strange products. Made by the Swiss German Nico Ammann for an adoring public, and maybe possibly Trader Joe’s.

Trader Joe’s is unlike any other grocery store in the US, as it carries no famous brand names and mostly imported foods. This campaign separates Trader Joe’s from other grocery chains in the brand over-saturated US market by focusing entirely on what Trader Joe’s doesn’t carry.

Trader Joe’s has good cookies.