This was presented to the owner of Half Baked LLC, a pizza company headquartered in Burlington, VT. We researched the target market in order to come up with a multi-media ad campaign across TV, radio, and print.

1. “Half Baked, Wholly
Vermont”
Heather Johnston, Will White, Jeffrey Baur, J. Riley Price, Robert Miller-Shulman

2. Customer Face
New England: active, hikers, skier
Active life snack
Income: Middle/Upper middle-class
Age: Young adults/Young families (one or two kids)
PRIZM Category: ‘Up-and-Comers’(Burlington, VT, 05401)
‘Upscale Middle Age w/ Kids’ (Glastonbury, CT, 06033)
Health-conscious
Brand-loyal
The feel of Vermont

3. Research
“LOVE the packaging...
The ingredients are important to me and the non-GMO ingredients are appealing
to me” -Maureen Whitman, mother of 3.(Massachusetts, prefers a snack)
Over 90% of the American public favors transparent labeling.
“We see the consumer putting a higher value on the non-GMO than the organic label.” -WSJ
Highest-growth frozen Pizza Brands
- ⅓ associate w/ restaurant chains
- Another ⅓ associate w/ health & wellness
Associated w/
Restaurants
Health &
Wellness
Other

4. American Flatbread
Other local “All Natural” pizza
Feel good comfort food
Baked in wood fire oven

5. Amy’s Pizza
Non-GMO competitor.
Appealing to the
“Healthy” lifestyle.
Nations leading
frozen food brand.

6. PRINT ADVERTISEMENT
● Left half represents a Vermont
farmscape, and right shows off
the pizza itself.
● Really pushes the authentic
Vermont feel of the Half Baked
pizza brand.
● Opens up possibilities for
similar ads, such as using a
tomato or cheese instead of the
hay.

7. Television Ad #1

9. Television ad #2

11. Radio Ad

13. 2 Alternate media options
Sponsor popular healthy food blogs: (vegetarian)
acouplecooks.com greenkitchenstories.com
food truck- “find me” on social media
sponsor and be a part of New England farmers market

14. packaging
‘Meet The Pizzaman’ ‘Meet The Pizza’
4 year journey to make the pizza GMO free
Keep the pizza cut out
Cow spots in shapes that represent the title of the pizza

15. Why us?
For a handmade, fresh taste of Vermont, choose to eat
something you won’t regret: Half Baked pizza.
Our non-GMO pizzas will leave you without any question as to
what you ate.
Our ads, in conjunction with our research, will step up your
pizza to the next level!

16. THANK YOU!
ANY QUESTIONS?

17. Citations
American Flat Bread
Ad:http://del.h-cdn.co/assets/cm/15/10/54f88c2a1652c_-_nutrition_revolutionboxfront.gif
Vermont Family-http://orchardcovephotography.com/charlotte-vt-family-photographer/
PRIZM-https://www.claritas.com/MyBestSegments/Default.jsp?ID=20&menuOption=ziplookup&pageNa
me=ZIP%2BCode%2BLookup#
Amy’s non gmo Pizza ad: http://www.amys.com/images/uploads/non_gmo/non_gmo_head.jpg
Food blogs:acouplecooks.com greenkitchenstories.com Prepared Foods.com
Wall Street Journal(90% favor transparent labeling)
Wall Street Journal(Organic vs. non-GMO labeling).