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JERSEY FRESH


The Jersey Fresh brand helps its consumers connect with the meaningful aspects of their lives


JERSEY FRESH 1 Research 2 Process & Development 3 Style Guide 4 Solutions 5 Reference


1.0

Research

1.1 We all eat every day. Answering the questions of what fresh produce to purchase should be an informed decision. Jersey Fresh will be the first choice.


JERSEY FRESH 1.1

Overview

1.2

Brand Legacy

1.3

Discovery

1.4

SWOT Analysis

1.5

Brand Objective

1.6

Target Audience

1.7

Archetypes & Personas

1.8

Project Creative Brief Key Tenets Call to Action Unique Selling Proposition Brand Message


Research / 1.2

Brand Legacy The Jersey Fresh brand is a state government marketing initiative focused on creating links between consumers and local farmers. The brand’s primary goal is to build recognition of New Jersey grown produce in the North American produce market.

The mission of Jersey Fresh is to increase consumer awareness and preference as well as trade usage of New Jersey’s farm products

. Concept started in the 1984 . Initial marketing encompassed radio and billboards only . First campaign budget less than $400,000 . Policy study shows economic input worth cost of brand investment in 2000 . New Jersey fruit and vegetable harvest worth over 200 million in 2004

. In 2002 study shows public knowledge and belief in state produce difference . Jersey Fresh is incorporated into many state festivities and fairs . Some food banks and public assistance programs tied in with brand . Lists of roadside markets available . Lists of farmers markets made available


Research / 1.3

Discovery Currently Jersey Fresh attempts to instill confidence in consumers that the brand produce purchased is grown and harvested in the state.

Legacy Tagline “As fresh as fresh gets” Jersey Fresh’s existing USP is primarily one of freshness. Anyone can get fresh vegetables, or ones that look and cook like fresh ones.

Large global produce consortiums and quality produce from other states are the primary competitors.

Top Competitors PMA

Produce Marketing Association

FFVA

Florida Fresh Vegetable Association

UFPA

United Fresh Produce Association

Jersey Fresh has a 92% recognition rate within the state (this may not be enough of a tipping point when it comes to final purchase).

Jersey Fresh has large resellers. The recognition and value rate among resellers is substantially lower than with the typical end-consumer.


Research / 1.4

SWOT Anaysis SWOT analysis to explore and determine the strengths and opportunities for rebranding and re-focusing the target market.

Strengths

Weaknesses

. 25 year history . recognizable brand . continued government support . government owned channels . institutional stability . excellent growing climate . excellent distribution channels

. only promising “fresh� . budget politically dependent . lack of brand policy and policing . non-structured brand channels . leadership is politically dependent . vision investment tied to state budget . lack of benefit shown to farmers and re-sellers

Opportunities

Threats

. brand recognition in youth . brand cohesiveness across internal partners . leverage modern technologies . close gaps in customer needs . align with federal government trade laws . stronger farmer-state relationships . global brand recognition

. limited growing harvest season . larger budgets in other produce states . international importation of produce . continued perceptions of pollution . overall poor economy . lack of funding for long-term investments . low-cost only mentalities


Research / 1.5

Brand Objective When you buy Jersey Fresh, not only are you buying the freshest produce, you are getting to know the farmers and they are getting to know you. People believe in the goodness of life and Jersey Fresh makes a commitment to people and organizations to bring the best quality seasonal produce to you directly from New Jersey farms

Key Tenets

Healthy | Valuable | Recognizable Unique Selling Proposition

Jersey Fresh: It starts here Implying that food is a journey both through natural physical cycles and the deep human connection with food and it’s heritage, puts Jersey Fresh as an eco-understanding brand and one of concern with people.

Features and Benefits Feature

Finding fresh produce is easier with the brand label

Benefit

Feeling the connection between what we eat and how we feel is ancient and heart warming

Feature

The brand says the produce is grown in New Jersey

Benefit

Feeling the connection between what we eat and how we feel is ancient and heart warming

Feature

Fresh implies un-frozen or not somehow interfered with by machines

Benefit

Feeling the weight and texture of produce along with visual inspection adds anticipation not equaled to prepared foods


Research / 1.6

Target Audience Jersey Fresh implies that food is a journey both through natural physical cycles and the deep human connection with food and it’s heritage, puts Jersey Fresh as an ecounderstanding brand and one of concern with people.

Target Audience Overview Primary

. Supermarket Shoppers

Secondary

. Farmer’s Market and Produce Stand Shopers

Target Audiences Primary

Secondary 1

Secondary 2

. women

. young couples

. children

. ages 25 – 45

. ages 21 – 35

. ages 5-12

. no racial distinction

. no racial distinction

. multi-cultural

. college educated

. college educated

. grade school centric

. family oriented

. community minded

. vast and varied interests

. smart shoppers

. eco-concerned

. eager learners

. family food buyer

. socially conscious

. caregiver

. planning a family

Perceptions The audience’s perception of a value in a more connected and healthy lifestyle is what will drive and differentiate the campaign in the market place. Primary Tagline (if used in assets), is “Know your Farmer”. This helps drive the sense of connection with self, community, and the semi-amorphous farmer we all have in our head from childhood.


Research / 1.7

Archetypes & Personas Jersey Fresh creates connections and context for the brand narrative by personifying the farmer and showing people how this fits into their life by creating avenues to connect directly and indirectly, the fabric of Jersey Fresh is more deeply woven and more clearly understood as a way of life.

Archetypes The Innocent

. healthy, wholesome, community aware, civic minded, basics pleasures

Tribes . vegetarians . whole foods . nutritionists . New Jersey loyalists

Persona 1 The Community Farmer The empirical farmer we all have in our mind’s eye since childhood. The person who gets up early to milk the cows and till the field. He signifies strong family ties and bonds with the earth. The farmer conveys sturdiness and the good way of life. We all feel we know this farmer.

Persona 2 The Family Caregiver The family matriarch who does all those tireless small things that keep a family together and healthy. She is a smart shopper and balances family values with costs and benefits. Everyone sees their mom within this role.


Research / 1.7

Creative Brief The revitalized brand will have a new logo and new brand colors. The brand transformation will be highly recognizable and memorable, while creating a lasting emotional bond that remains relevant to the consumer. The current logo will be replaced by the new mark that will be more consistent with the updated brand strategy. The visual representation of the state of New Jersey is unnecessary and will be removed. With valuable space in any logo area there is no need to spell out the words “New Jersey” and then superimpose a graphic of the same state over top. It is borderline cliché’. The words “Jersey Fresh” and only those words will appear in the new logo mark and type. Although there may be instances were a tagline is incorporated into the logo lock-up. There will be no recognizable imagery associated within the logo itself. The new logo will consist of a strong typeface with a geometric shape that can be used to help associate the newly created brand personas with the exacting target and leverage the brand symbolism through the many touch points the consumer will encounter.

The typeface for Jersey Fresh should add a sense of authority. Not the same sense as a financial institution, but a font that adds credibility and intelligence to an otherwise very human endeavor. Legion Slab will readily fit the style that needs to be evoked through the personas to the targeted market. The logo font is substantial and evokes permanence without being blocky or slow feeling. Any subheadings will be in a traditional Garamond typeface that once again sends a message of clarity and civility. Garamnd is highly legible in both print and screen. Additional typeface for web and screen media such is Roboto, since it has a discernible style without being trendy. Over-used body types of Arial or Helvetica can be perceived as sterile.

The unifying geometric shape with four distinct non-iconic subsections will define the logo mark with the words Jersey Fresh. This shape will be used to bring a distinct mark to Jersey Fresh and the four colors will be leveraged in the campaign as a whole and as offshoots into more specific target marketing. These colors will become a harmonizing scheme used throughout all advertising messages. The four colors are red, blue, brown and green. Red will give the brand message a sense of power and action. The blue will correspond to trust, while the brown will keep the campaign (and consumer) grounded and natural. The green will give the brand a sense of earth, growth and eco-friendliness. These colors will affect consumer perceptions of the brand and associated advertising in a positive and cohesive manor. The colors will directly affect brand perceptions and influence the cognition and behavior of the consumer. The entire redesigned logo will convey sturdiness without appearing rugged, and be perceived as authoritative without appearing too corporate or governmental. These aesthetics will give the brand personality and influence consumer preferences. All imagery in print, web, and TV will be photographic in nature and convey the connection between the land, the farmer and the consumer. In print or TV, large photographic shots of bins of vegetables are not discernible in the market by themselves. Distance shots of a field full of produce must eventually convey a connected message. The visual focus of all ads will be on a single person or small group, be it the farmer or the consumer, with farms, farmers markets or super market, or family scenarios as settings. There will be a 2 archetypal personas created that will serve as “spokes persons” for the brand. These personas will have history, a distinct personality, a link to the consumer and a point of view which will be expressed. They will be portrayed visually and have a unique

The new brand colors are rich in hue and medium to high in saturation, but not vivid to the eye. It is important to have a strong yet not trendy color scheme.

memorable voice in radio.


TV spots shot outdoors will have a panoramic feel with a narrative that is relatable to the consumer. Print ads will be bold and healthy, to set the tone for connection to farmer as person. The ads must not deteriorate into a showcase of hot sun and sweat. Advertisements are more about outdoor connections and pride from a farmer’s perspective or about the healthy, community, eco-minded attitudes of the consumer. The ads must convey part of the story of one of the created personas. Whether it’s a quick shopping tip or a deeper philosophical question there must be furtherance of the narrative between farmers and consumers.

The interactive brand assets of the website and web app will leverage the brand mission and fully embrace the ongoing narrative. The website is not a static repository for lengthy text. Social media, more lengthy opportunities to know about the food source, and interactive pathways to get deeper into the brand and lifestyle will be the focus.

All advertisements will acknowledge the shift in culture towards a healthier, greener world and see it as a given that the consumer is interested and wants to know more.


2.0

Process & Development

2.1 As a government driven brand, Jersey Fresh has the power to help both the general public and the producers of its products.


JERSEY FRESH 2.1

Overview

2.2

Mood Board

2.3

Logo Sketches

2.4

Ad Sketches

2.5

Website Sketches

2.6

Video Concepts

2.7

App & Social Media Sketches


Process & Development / 2.2

Mood Board

This mood board builds upon the already eco-conscious consumer and speaks to the holistic approach of self, family and community. It will help show the push towards the connection between the farmer and the consumer as a USP.


Process & Development / 2.3

The entire redesigned logo will convey sturdiness without appearing rugged, and be perceived as authoritative without appearing too corporate or governmental.

Logo Sketches


Process & Development / 2.4

Ad Sketches

Jersey Fresh consumers are looking for a healthy lifestyle (beyond just diet) and a quiet understanding of how they fit into the agriculture life cycle. Jersey Fresh must say, in not-so-many words, that you know what is best for you and you know these farmers.


Process & Development / 2.5

Website & App

Wire Frames / Sketches

The Jersey Fresh corporate website is a place to consolidate and disseminate the brand mission. The web site is more than just a digital repository of static text, it will be a place for consumers to join and evolve the brand narrative.


Process & Development / 2.6

YouTube Provide the consumer with low technology threshold avenues of joining in the brand narrative of their own lives. Inexpensive video cameras and built-in smart phone apps allow users to capture and then share what brings them value and meaning.

Television Television spots will allow 15 to 30 seconds of brand narrative in conjunction with visualization of the brand archetypes and personas. This will create a sense of context and relate-ability. The info provided will motivate the audience to become more informed and engage with the brand through purchase at the store, visits to farms via the app or online.

Video Concepts


Process & Development / 2.7

Mobile App The mobile app has the primary function of helping users explore the origins of their food—the farmers and farm markets of New Jersey. The interactive nature creates a sense empowerment helping to build brand loyalty. The app’s information is a motivation factor to incorporate Jersey Fresh into a lifestyle component. Social media integration allows users to share YouTube videos of their adventures.

Social Media Twitter and Facebook online sharing pages will advocate brand interaction and add credibility through real person narratives.

App & Social Media


3.0

Style Guides

3.1 “... it’s not the actual logo but how it is used.” — Michael Beirut


JERSEY FRESH 3.1

Overview

3.2

Brand Attitudes & Identity

3.3

Imagery Styles

3.4

Logo - Usage & Guidelines

3.5

Typography and Color

3.6

Examples

3.7

Digital Usability Guidelines


Style Guide / 3.4

Logo Mark & Type FULL COLOR

JERSEY FRESH Know Your Farmer

logomark

JERSEY FRESH

Full FULL Color COLOR w/ Tagline

JERSEY FRESH Know Your Farmer

FULL COLOR

JERSEY FRESH

JERSEY FRESH

FULL COLOR Full Color

FULL COLOR

FULL COLOR

logotype

JERSEY FRESH Know Your Farmer

JERSEY FRESH Know Your Farmer 1 COLOR

JERSEY FRESH

1 GRAYSCALE

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logomark logomark

Logomark

Grayscale

logotype

logotype

Logotype

JERSEY FRESH Know Your Farmer

JERSEY FRESH Know Your Farmer

JERSEY FRESH

1 COLOR

1 Color

1 COLOR

Primary tagline

1 GRAYSCALE

Know Your Farmer Secondary taglines

JERSEY FRESH 1 WHITE

White

JERSEY FRESH

JERSEY FRESH

Know the Difference Lifestyle Experience Question? 2 COLOR

1 WHITE

2 Color

JERSEY FRESH

1 GRAYSCALE

2 COLOR

2 COLOR

JERSEY FRESH

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JERSEY FRESH JERSEY FRESH


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Style Guide / 3.4


Know the Difference

Know the Difference

Taste and Nutrition have an Origin!

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JerseyFresh.com

Logo Guidelines Know Your Know theFarmer Difference

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Examples and FindTaste out about theNutrition farms have where your an Origin! produce grows:

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Print

Restrictions

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Print

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Distortions

Know Your Farmer

JERSEY FRESH

Invert or Flip

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Logo integrity is paramount to retain brand perception

FULL COLOR

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No Knock-Out

Find out about the farms where your produce grows:

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Print

JERSEY FRESH

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Clear Space

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Know Your Farmer

Taste and Nutrition have an Origin!

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Style Guide / 3.5

Typography League Gothic Headlines and logo only!

Jersey Fresh Garamond Bold Italics Taglines and Brand Reminders. Phrases and consumer cognitive lifestyle questions.

Garamond Regular Long body copy. Instances where snas-serif legibility is low. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla dapibus condimentum lobortis.

Roboto Condensed Web and digital applications. Roboto is specifically designed for on-screen legibility. Aliquam vel nisl ipsum. Suspendisse sit amet dapibus velit. Pellentesque habitant morbi tristique senectus.


Type & Color

Color earth

barn

growth

sky

RGB 93 49 12 CMYK 41 73 97 52

RGB 153 42 51 CMYK 27 94 79 23

RGB 142 154 47 CMYK 48 26 99 4

RGB 0 169 210 CMYK 75 13 9 0

RGB 167 169 172 CMYK 36 29 27 0

RGB 167 169 172 CMYK 36 29 27 0

RGB 97 97 99 CMYK 62 53 51 22

RGB 97 97 99 CMYK 62 53 51 22

Jersey Fresh colors symbolize the farm to aspiration cycle


4.0

Creative Solutions

4.1 Jersey Fresh does not sell produce —it sells happy fulfilled lives


JERSEY FRESH 4.1

Overview

4.2

Print

4.3

Television

4.4

Website

4.5

Social Media

4.6

Video

4.7

App


Creative Solutions / 4.2


Print Know the Difference

Know thethe Difference Know Difference

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Taste and Nutrition have an Origin!

Taste and Nutrition have an Origin!

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Bold original large photographic style print ads. Closely cropped images or uniquely Know the Difference styled photos to differentiate in the marketplace from standard fresh produces ads in supermarket isles. Taglines can pose questions to consumers to show the Jersey Fresh understands where they may be at or aspire JERSEY FRESH to be when it comes to food purchase and food lifestyle decisions.

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Television TV spot 1

Know Your Farmer

Television campaign 1 focuses on the origins and quality of the produce. This lifestyle series takes the consumer from making the choice in the supermarket to mentally journey back to the natural growth of Jersey Fresh produce to solace of being informed and an active participant in your daily activities.

Know the Difference

H

er

TV spot 2

Know Your Farmer

Discovery Jersey Fresh

Know the Difference

This series speaks to how the consumers caring and food purchase choices carries over into the meals prepared for the family. Informed decisions create a physically and emotionally healthier life. Featuring the ability to use the web app or QR codes to seek further nutritional info or know more about the actual farm the produce was grown.


Creative Solutions / 4.3

Jersey Fresh sponsored family cooking tips on Food Network and Good Morning America. The sponsored clips will be family oriented and direct audience to website for more Jersey Fresh recipes and farmer connections.


Creative Solutions / 4.4

The Jersey Fresh website is the central repository and authoritaive voice for the brand online.


Website The website’s main goal is to engage consumers and offer information that inspires them to interact with the brand in real-time. The site’s interactive features will focus on brand engagement through events, farm and store locators, user-created videos as well as corporate mission type video.


Creative Solutions / 4.5 Facebook Business Channel

The Facebook Business page and Timeline help consumer see the shift in brand aspirations and serve as an ancillary event and lifestyle info portal. Ease of sharability and the size consumer market penetration will promote brand awareness.


Social Media Twitter

Twitter will help propagate the brand mission and narrative through the voices of its consumer via social media. Allowing others to get the word out and propel the brand is key to further integrating Jersey Fresh into a lifestyle choice.


Video Consumer Initiated Online Video

Jersey Fresh consumers recap their recent trip to a farm marekt near the jersy shore.

A consumer posts a mock-interview with farmer and son on a rcent trip to central Jersey.


Creative Solutions / 4.6

YouTube videos help translate the real-world of farming into an experience


Mobile App The mobile will facilitate farm and produce geo-location, social sharing and user-initiated YouTube videos. “Find Your Farmer� is the tagline associated with the primary function of the app.


Creative Solutions / 4.7

The mobile app will bring a face to the hypothetical personas of the brand.

QR codes can facilitate the connection between farm and consumer at point of purchase.


5.0

Resources & Credits

5.1 “Increasingly, there are only two kinds of companies: brave and dead.” — Seth Godin


JERSEY FRESH 5.1

Overview

5.2

Thought

5.3

Imagery

5.4

Conclusion


Resources & Credits / 5.2

Creative Thought The ladder of success is best climbed by stepping on the rungs of opportunity. —Ayn Rand

Richmond, L. (April 6, 2004). ‘JERSEY FRESH’ Program Marks 20th YEAR. Retrieved, September 29, 2012, http://www.state.nj.us/agriculture/news/press/2004/press040615.html New Jersey (2012). Jersey Fresh. Retrieved, October 1, 2012, http://www.state.nj.us/ agriculture/divisions/md/prog/jerseyfresh.html Robinson, J. (2012) The Brand Name Bandwagon. Eat Wild. Retrieved, October 2, 2012, http://www.eatwild.com/articles/brandname.html Govindashamy, R., Italia,J. (1999). State promotion of Rural Agriculture. Rutgers University. Retrieved, October 1, 2012, http://www.ser.tcu.edu/2001-Pro/SEP2001%20Govindasamy%20et%20al%2085-92.pdf New Jersey (2012). Pick Your Own Fruits & Vegetables. Retrieved, September 28, 2012, http:// www.jerseyfresh.nj.gov/searches/pyo.htm New Jersey (2012). Marketing and Development. Retrieved, September 28, 2012, http://www. state.nj.us/agriculture/divisions/md/ Jacobson, A. (October 16, 2008). Powerful Value Propositions. Marketing Experiments. Retrieved, October 2, 2012, http://www.marketingexperiments.com/improving-websiteconversion/powerful-value-propositions.html Bentley, T. (June 29, 2010). ‘Jersey Fresh’ products expand and are now easier to recognize. The Express-Times. Retrieved, September 28, 2012, http://www.lehighvalleylive.com/food/index. ssf/2010/06/jersey_fresh_products_now_easi.html


Resources & Credits / 5.3

Imagery Credits Action is the foundational key to all success. —Pablo Picasso

CorbisImages.com: Corbis-42-17117551, Corbis-42-17225375, Corbis-42-17225391, Corbis-42-17225398, Corbis-42-21091093, Corbis-42-21091164, Corbis-42-21859402, Corbis-42-21859421, Corbis-42-22074029, Corbis-42-23119062, Corbis-42-23119062, Corbis-42-23887226, Corbis-42-23955673, Corbis-42-23978438, Corbis-42-24503696, Corbis-42-27147203, Corbis-42-28244028, Corbis-42-30896175, Corbis-42-33084083, Corbis-42-34098884, Corbis-42-34982816, Corbis-42-34982847, Corbis-42-35242443, Corbis-42-35951147, Corbis-42-36135626, Corbis-42-36277080, Corbis-42-36616793, Corbis-42-37277812, Corbis-42-38188086, Corbis-42-38399218, Corbis-42-38571118, Corbis-42-42276669, Corbis-42-43675367, Corbis-42-43677280, Corbis-42-43880413, Corbis-HU010209


Resources & Credits / 5.4

Conclusion When you buy Jersey Fresh, not only are you buying the freshest produce, you are returning to the understanding of your food source. Jersey Fresh empowers its consumers to get to know the farmers while they are getting to know you. People believe in the goodness of life and Jersey Fresh makes a commitment to people and organizations to bring the best quality seasonal produce to you directly from New Jersey farms. By personifying the farmer and showing people how this fits into their life by creating avenues to connect directly and indirectly, the fabric of Jersey Fresh is more deeply woven and more clearly understood as a way of life.

Š Robert T. Whyte

LOR

JERSEY FRESH

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JERSEY FRESH Know Your Farmer


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have an Origin!

New Logo JERSEY FRESH The Jersey Fresh brand helps its consumers connect with the meaningful aspects of their lives through better understanding of Your the benefits Find Farmerof eating healthful and knowing more about the food source.

JERSEY FRESH Know Your Farmer

FULL COLOR

FULL COLOR

logomark

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logotype

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RGB 142 154 47 CMYK 48 26 99 4

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RGB 153 42 51 CMYK 27 94 79 23

RGB 167 169 172 CMYK 36 29 27 0

RGB 97 97 99 CMYK 62 53 51 22

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purchase decisions are made in-store

Mobile App

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of Americans Exposed to “Tweets” from Traditional Media

Social Media

Know the Difference

Taste and Nutrition have an Origin!

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80%

Know Your Farmersmartphone

owners want more mobile-optimized product info

Know Your Farmer

Modern flat design style. Focus on community building and branded social engagement.

Sharing of ideas that will lead to real-time brand interaction.

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Find out about the farms where your produce grows:

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Video

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Know Your Farmer

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User-generated online video content.

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70%

1 WHITE

say user-generated video content influences purchasing

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Legacy Logo

Website

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Imagery JERSEY FRESH

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Color 2 COLOR

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Discovery Jersey Fresh

FRESH All imageryJERSEY is to be vivid and bold with people interacting with the product or with memnebers of the community.

Television scenes will have people incorporating the product into their daily lives and making brand related choices.

Brand exploration on-thego. Specifically narrowed interactive focus. Maps and video sharing.

Redsicker, p. (February 6, 2013). 9 Consumer Social Media Trends That Could Impact Marketers. Retrieved from http://www.socialmediaexaminer.com/9-consumer-social-media-trends-thatcould-impact-marketers/ N.A. (2013). Mobile Commerce and Engagement Stats. Retrieved from http://www.digby.com/mobile-statistics/ Platt, S. (Feb. 14, 2012). REVISITING THE 70 PERCENT RULE. Retrieved from http://www.signagesolutionsmag.com/article/by-the-way-revisiting-the-70-percent-rule-2755 Images: Corbis.com 42-29939455, 42-26026858, 42-33322458, 42-25254539, 42-18292697, 42-41529180, 42-35951147, 42-16050752, 42-21179468


JERSEY FRESH


Know Your Farmer

JERSEY FRESH Robert Whyte

Whyte 10 4 1 final  

Jersey Fresh - Book Final

Whyte 10 4 1 final  

Jersey Fresh - Book Final

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