1. MDes: What is my masters project?
by Tessa Jonson
2. Brief: What is the project?
A brand identified flexitarian movement will be created to
bring a diet consisting of less meat into the mainstream.
The brand image is the fundamental core of the entire
project and campaign and will set the direction for the
rest of the endeavor.
3. Example: When has this worked?
(RED) works with the world’s most iconic brands to make
unique (RED) products, donating up to 50% of their profits to
the Global Fund to invest in HIV and AIDS programs in Africa.
Their brand is simple, elegant, and instantly recognizable.
4. 1.Build the Brand:
Define a logo, colour scheme, and type treatment
Design a website
Develop a language and a marketing strategy
5. Competition: Why will people choose this over other options?
People are not prepared to commit to a vegetarian or
vegan diet of no meat at all.
Previous and current campaigns pushing for a diet
consisting of less meat consumption are not developed
or widespread enough for mainstream adoption.
Meat Free Mondays only calls for engagement one day
per week.
6. Problem: How will this campaign become successful?
The brand image must be very distinctive, rigorously
thought out, and meticulously executed.
The marketing strategy must be all encompassing, with
a large part concentrating on building a strong online
presence, to introduce many people to the brand. It must
also be unique to keep them excited and interested.
7. Example: When has this worked?
President Obama’s election campaign was arguably the most
successful presidential campaign in history, utilizing every online
resource possible and maintaining a consistent image.
8. 2.Establish Online Presence:
Make website active and implement marketing strategy
Create and maintain accounts on networking sites
Investigate collaborations with related brands
9. Target Market: What audience will respond most to this campaign?
By aiming this campaign at an audience that responds
to trends, it will catch on and spread faster to an even
larger group.
This audience will initially consist of teenaged females,
and then be expanded to the larger university and
family markets.
10. Target Market: Who is she?
Eccentric Ella:
-14 to 17 year old female living with mom and younger brother
-upper-middle class American upbringing
-has a few close friends and attends local high school
-works regularly at local coffee house
She is eccentric, independent, and temperamental.
11. Objectives: What are the goals of this campaign?
Develop a successful brand image and campaign, in
hopes of converting as many people as possible to a
flexitarian diet
Build strong brand support by informing and by
creating an online flexitarian community
Generate a profit by selling branded products
12. 3.Encourage the Community
Allow for user-generated content on website
Encourage flexitarian connections
Interact frequently with supporters
Develop and create product line
13. 4.Continue the Growth
Maintain site and accounts constantly
Recruit more supporters
Add more products to line
Sustain marketing strategy
