Initial Insight
Ketchup Stinks (...literally)
Source: http://hwww.emilysstomach.com/
Observations
Innovation
How can we transform the smell of ketchup to make it appealing to the senses?
Add bacon.
Creative Brief What are we advertising? Bacon flavored ketchup, a new alternative condiment
Why are we advertising? To inform people that Bacon Ketchup is available and a good substitute to regular ketchup. To generate $7.5 million in sales for the fiscal year. !
Creative Brief Who are we talking to? The target audience includes sauce affectionates, condiment aficionados, bacon lovers, and munchers from all walks of life and ethnicities. People who are not afraid to add a little variety into their palettes and their lives. These are not eat a PB&J sandwich for lunch everyday type of people; these are people who want to dress up their food with a little something extra, who live life on the edge and want to try new things. They re early adopters. They go try the hot new restaurant in the neighborhood on a Wednesday, just so they can tell their friends about it on Thursday, and by the time everyone else hits it up on Friday, it s old news. They do not take themselves too seriously. It s ketchup; it s not Grey Poupon.
Creative Brief
Why would they care? People are busy. Cooking bacon takes time. Bacon ketchup allows anyone to add the taste of bacon to his or her food without having to cook it separately. The product will be sold in plastic squeeze bottles to make it user friendly and accessible.
Creative Brief What do they currently think? I am so tired of eating the same foods day in and day out. I want some variety. Condiments should be more than just cheap add ons to enhance the taste of foods; they should be different and adventurous. That being said, I don t always have the time to make new, exotic recipes from scratch. I have things to do friends to catch up with. Also, more foods should taste like bacon. Just sayin .
What do we want them to think? We want them to rethink condiments. Bacon? And ketchup? Combined? That sounds a little wild. Why has this never been done before? It s like regular ketchup, but with more flavor. My buddies will get a kick out of this!
Creative Brief What s the single most important thing that we can convey? Ketchup does not have to be boring
Why should they believe it? Bacon and ketchup go on the same foods. We don't have to sell how compatible they are because people instinctively know. The company propels a laid back culture so that people feel how anyone can connect with the product. The product is not elitist, and our customers are not either. Bacon ketchup eliminates unnecessary steps. You get the flavor and the texture with one squeeze.
Bacon Ketchup Tagline: !
It doesn t need a slogan
Communication tactics !
pop art campaign
Communication tactics ! television commercials Our television ad campaign will consist of commercials that embody a similar style and attitude to our magazine and billboard ads.
art contest and exchange The contest will encourage people to Instagram or tweet their art with the hashtag #baconketchupbottle to find their art printed at the back of the label.
partnership with Wendy s Similarly to Doritos partnership with Taco Bell, we will partner with a fast food chain to help distribute and spread awareness about our product. Wendy s is a good choice because many of their products and promotions focus on bacon.
Communication tactics ! Thanks Bacon Ketchup for making this burger that much better! #justaddbacon #selfie #nomnomnom
instagram campaign