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Jimmy Dean
Although current efforts, like the recent "toast" ad seems to focus
primarily on women looking for a low-calorie breakfast, I'd like to
offer an exploration into a potential secondary audience.
A Different Audience
College students.
Undergrad, grad, & postgrad.
Let’s engage those who
desperately need Jimmy
Dean.
Many of which already incorporate Jimmy Dean into
their breakfasts.
These college students [aged 18 to 30, undergrad
through postgrad] have a unique
relationship with food.
Credit: http://blog.grubhub.com/grublife/college-eating-habits-presented-grubhub-spoon-university/
Since they frequently don’t have time for breakfast
[and many times aren’t interested in it], breakfast food
permeates all the other meals of their day.
That same study also sifted through their own data to
find the colleges who make the most late night orders,
and those who are meat lovers. These colleges are
perfect targets for Jimmy Dean.
Credit: http://blog.grubhub.com/grublife/college-eating-habits-presented-grubhub-spoon-university/
“Energy drinks are 83 percent more commonly ordered by college diners, while coffee is
15 percent less commonly ordered.” - Grubhub
How do we know they order
late, and stay up to study?
Credit: http://blog.grubhub.com/grublife/college-eating-habits-presented-grubhub-spoon-university/
The Big Idea
Burn the midnight oil.
Fueled by Jimmy Dean.
Create a campaign that supports the struggling
college student by feeding their “study fire”. Be their
late night craving, their second wind, keep their eye
on the prize - study time.

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Jimmy Dean

  • 2. Although current efforts, like the recent "toast" ad seems to focus primarily on women looking for a low-calorie breakfast, I'd like to offer an exploration into a potential secondary audience.
  • 4. College students. Undergrad, grad, & postgrad. Let’s engage those who desperately need Jimmy Dean.
  • 5. Many of which already incorporate Jimmy Dean into their breakfasts.
  • 6. These college students [aged 18 to 30, undergrad through postgrad] have a unique relationship with food. Credit: http://blog.grubhub.com/grublife/college-eating-habits-presented-grubhub-spoon-university/
  • 7. Since they frequently don’t have time for breakfast [and many times aren’t interested in it], breakfast food permeates all the other meals of their day.
  • 8. That same study also sifted through their own data to find the colleges who make the most late night orders, and those who are meat lovers. These colleges are perfect targets for Jimmy Dean. Credit: http://blog.grubhub.com/grublife/college-eating-habits-presented-grubhub-spoon-university/
  • 9. “Energy drinks are 83 percent more commonly ordered by college diners, while coffee is 15 percent less commonly ordered.” - Grubhub How do we know they order late, and stay up to study? Credit: http://blog.grubhub.com/grublife/college-eating-habits-presented-grubhub-spoon-university/
  • 11. Burn the midnight oil. Fueled by Jimmy Dean. Create a campaign that supports the struggling college student by feeding their “study fire”. Be their late night craving, their second wind, keep their eye on the prize - study time.