Project name: Chick-fil-A Creative BriefVersion: Classic Group Date: 6/17/2013Participants: Samantha Polizzi, Tierra Fishe...
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Creative Brief

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Creative Brief

  1. 1. Project name: Chick-fil-A Creative BriefVersion: Classic Group Date: 6/17/2013Participants: Samantha Polizzi, Tierra Fisher, Grace Balassone, Bridget Comber, BrookeDiClericoObjective: The goal is to gain the customers that were lost amongst the controversy. To regainconsumers mainly through supporting health.Time Frame: Within the next 6 monthsPrimary Audience Demographic: Women between the ages of 18-34 who have careers and eatmoderately healthy. The audience is women who purchase food for their family or impact thedecision of meals.Primary Audience Beliefs: These women believe that Chick-fil-A does not support same-sexmarriage and is donating to foundations due to their similar beliefs. They believe that Chick-fil-A is wrong for voicing an opposing opinion towards the subject. However, they believe theirfamily should eat healthy food if they need to prepare something fast.Current Behavior: They are avoiding Chick-fil-A to avoid conflicts of beliefs between theirfamilies and the establishment. People are verbally and even physically abusing workers atChick-fil-A establishments which are preventing consumers from visiting. They’re visiting otherfast food establishments due to lack of controversy and not due to healthy benefits.Desired Behavior: For consumers to once again purchase Chick-fil-A based on convenience andquality. Also for consumers to be lured by Chick-fil-A through health benefits and not themedia.Call to Action: Purchase Chick-fil-A because it offers enjoyable healthy chicken compared to theburgers offered at other fast food establishments. For consumers to appreciate its convenience asa nice, easy, and healthy family meal. Check out the Chick-fil-A website to notice the changesbeing made involving the company’s public political views.Tone: Friendly but firm tone that allows consumers to feel good and take the proposal seriously.The tone should portray that the company has recently reformed their position on the issue, butbecause they became more educated on the subject and not to raise sales.Key Message: Chick-fil-A offers fast service for a healthy, fulfilling meal that competitors can’toffer.Secondary Message: You can still get healthy food when you need it fast.

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