The document discusses the branding and marketing strategy for Nancy's Gourmet Foods. It emphasizes maintaining consistent branding across different advertising media and formats using similar colors, fonts, messages and strategies. An example is provided showing how this consistency is applied to a magazine ad and freezer clings for Nancy's, with only minor logo differences and text size adjustments for visibility. The target audience for Nancy's products and branding is identified as women ages 30-60 years old.

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[ NARRATIVE ]
Project Title: supplying the advertising approach behind the
Nancy’s Gourmet Foods Nancy’s brand is comprehensive consistency– re-
gardless of the medium or format, the visual appli-
Media Used: cations must be consistent in color, type, message,
Adobe Photoshop CS4 and for the most part, strategy. The following page
Adobe InDesign CS4 details how that consistency is applied: the first
Adobe Illustrator CS4 image is a magazine ad, the two images to the right
Adobe Distiller are freezer clings. The only notable differences
between the three are minor logo differences, with
Research Criteria: which the magazine advertisement address the
Research based on the design brief provided by the latest iteration of the logo and the freezer clings
marketing and product development staff. Re- utilizing an antiquated version. Color of the head-
search is based on product price, availability, and lines are noticeably different simply because of the
the qualitative attributes of the target purchasing context/environment in which they appear– the
audience. freezer clings, seen in supermarkets, are more
noticeable in larger, white type as opposed to a
Target Audience: small, golden type.
Women ages 30-60 years.
Concept:
Create a clean, legible layout that accommodates
both heavy copywriting and pleasing imagery.
Solutions:
The Nancy’s stable of products celebrates a re-
spectable reputation amongst consumers both in
quantitative sales and qualitative tastes, and it’s af- (Right)
fordable in most, retail supermarket or chains like Nancy’s marketing collateral: full-page ad and
Wal-Mart, Target, and more. The pivotal action static freezer clings.

4. RJTHOMPSON H.J. HEINZ COMPANY

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