2. creative brief
I want to persuade females between the ages
of 26 to 40 who wish to consume organic,
healthy, high quality foods to buy more at
whole foods market inc. my argument is
that whole foods market inc. is more than a
grocery store; it offers a variety of
products and services that will make their
shopping experience more enjoyable, and
will satisfy their needs for healthy
products all in one location.
3. target audience
Females between the ages of 26 to 40 (which
typically form the highest percentage of
grocery stores customers) who wish to
consume high quality foods, and that
belong to medium to high income
households.
4. consumers benefits
Consumers will avoid all the chemicals,
fertilizers and pesticides that processed
foods contain.
Consumers will benefit by eating tastier
foods that were grown in well balanced
soils.
Organic foods aid weight loss and provides
consumers with great nutrients.
5. Emotional appeal
Consumers will be able to provide others
with healthier meals; which will not only
stimulate their palates, but will also give
them a sense of safety.
6. tone statement
A campaign that is lighthearted,
entertaining, and honest which will make
Whole Foods Market Inc. the obvious and
healthier choice when it comes to food
shopping.
7. Print Ad.
Run Dates: February 1, 2010 - July 31, 2010.
Display: food magazines, health magazines,
and women’s magazines.
9. Radio Ad.
Run Dates: April 1, 2010 - July 31, 2010.
Will air on the following radio stations:
Country, adult contemporary, and
contemporary hit radio (which are all aimed
to the target audience)
11. Television Ad.
Run Dates: April 1, 2010 - July 31, 2010
Will air in the following channels:
Lifetime, Oxygen, We, Bravo, The Food
Network, and all the major networks.
13. Alternative Media Ad.
A promotional lunch bag was designed.
During the month of April shoppers that
spend over $20.00 will receive the bag at no
cost.
After the promotional period, the bags will
be available for purchase at all Whole
Foods Market Inc. locations.
