This creative brief outlines objectives for an advertising campaign to increase market share for Blue Band margarine in Kenya. The campaign aims to increase awareness of Blue Band's health benefits compared to substitutes, highlighting that it contains omega-3 and omega-6. The target market is lower to middle income families. The message will position Blue Band as healthy and essential for children's growth. Evaluation will focus on increasing overall sales by 15% through improved product and market knowledge.

1. CREATIVE BRIEF
FOR

2. BACKGROUND
 Blue band margarine is one of Unilever's well known and
used brand since 1955. Commonly seen on breakfast tables
for school children and as a constant companion in their
lockers to supplement the taste of food and spread on their
loaves of bread.
Blue band has the largest market share of the breadspreads
in Kenya.

3. CONT...
• Recently, there has been increased competition from other
blue band substitutes such as Biddy's, prestige, Gold band
and butter products and hence the need to advertise blue
band.
• Also the perception that blue band is unhealthy and has
added chemicals.

4. OBJECTIVES:
Corporate objective
Increase market share of blue band margarine from 15% to
25% by end of December 2016.
Increase annual profits to £200.
Advertising Objective
Create awareness of the blue band margarine, highlighting it's
benefits and availability.
Change perceptions that blue band is unhealthy and has
added chemicals.

5. CONT...
• Remind the target market of the blue band health benefits.
• Persuade the first time trials to buy the margarine.

6. EVALUATION CRITERIA
• Increase in overall sales from 10% to 15% - may result from
increased product knowledge and market knowledge

7. UNIQUE SELLING
PROPOSITION
• ' with omega 3 & 6 ' is the USP for the blue band
margarine.
• This is due to emergence of other margarine substitutes that
Unilever had to differentiate it from the rest.

8. STRENGTH
• Unilever is the world's leading manufacturer of margarine
and hence blue band is well known in this regards.
• Effective and attractive packaging
• Innovative aspect- seen through the proportioning ' with
omega 3&6'
• Quantity and variety

9. WEAKNESSES
• High prices
• Availability of substitutes - prestige, Biddy's
• Increase adaptation of healthy eating foods and choices.

10. TARGET MARKET
• Demographic
• Families
• Lower - middle income earners
• Behavioral
• Usage- blue band has various uses, spread, baking, cooking.

11. MESSAGE
• Blue band is healthy and helps in children growth and
development. Enriched with omega 3&6 and other essential
6 vitamins.
Tone:
Energetic.. in a voice that is friendly and entertaining.

12. CUSTOMER TAKE OUT
• Know where to buy blue band.
• Change perception that blue band is unhealthy and has
added chemicals- by pointing out it contains omega 3&6
which are essential for growth.
• Blue band has various uses.

13. SUBSTANTIATION
• Blue band is enriched with good fats and omega 3&6. All
which are essential for growth and development.

14. REQUIREMENT : AD AGENCY
• Have good portfolio in which I can have a reference from.
• Well trained and equipped staff
• Required resources
• Flexible and can negotiate price
•
• Media Agency
• Run campaign when consumers are most receptive E.g
morning hours

15. TIMEFRAME
• 3 months – the campaign will run for 3 months in TV, radio,
print and out- of -home channels.

18. • Blue band

19. THANK YOU