CREATIVE BRIEF BACKGROUND Raising Cane’s wants a three phase campaign that will be effective in new and emerging markets. Raising Cane’s faces the challenge of being a young brand in these ma as it competes with other fast casual/ quick service restaurants. There is a shift in the market towards healthier options, sustainability, mobile app ordering, and mobile options in the form of food trucks are gaining popularity over QSR’s. Raising Cane’s brand youth, community involvement, and commitment to quality provides them the opportunity to really make an impact on its consumer base. Its origin story is one that can resonate among Millennials and Gen Z as research shows these generations tend to have an entrepreneurial mindset and aspire to become an entrepreneur.
OBJECTIVE The primary objective of this campaign is to increase brand awareness in new and emerging markets. The secondary objective is to increase restaurant sales by driving traffic through trial and repeat visits. These objectives will be met by motivating a visit by educating the consumer on Raising Cane’s commitment to quality and showing customers that Raising Cane’s has a vested interest in being actively involved in their communities.
Target Audience Primary Target: HH with no children; Ages 16-34 The target audience considers happiness, passion, diversity, sharing, and discovery as their strongest values as opposed to an older target audience. Instead of recognizing a brand by a name or a logo, millennials will find true value in the experiences they co-create with the brand. They are loyal to brands that speak to their values. They are sharing generations and it amplifies with Gen Z’s desire to help others. Gen Y and Gen Z both have higher incidences of entrepreneurship or the desire to become one. They are very digital savvy generations, although Gen Z is inclined to want more personal communication. Both generations desire to be engaged and entertained in a concise manner as they tend to be on the go. Millennials and Gen Z are looking for new and more engaging social media platforms in which they can interact with the brand in real time. Engaging and convenient mobile and digital is key to this target audience. Mobile pay will be the preferred method of payment by 2017 among this audience.
PRIMARY MESSAGE Raising Cane’s is a fun brand committed to serving the highest quality chicken finger meals and contributing to the community.
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