This is an advertising campaign concept created for an Advertising Campaigns course. The specific product that is chosen, Sunbasket Meal Kit Services, is the product being advertised. This is a full report that includes the ad concept and an analysis for why it was chosen and how it works for three different ad elements. This report also features a client research section.

1. Brady Netzel | April 2022
Advertising Campaigns:
Sunbasket Campaign Final Concept and Costs with Client Research
Client: Sunbasket
Product: Meal Kit Services
Target: Millennials: 25-40
Message Objective: Sunbasket offers convenient meals for people who
want a health-conscience lifestyle.

6. Campaign Overview
The client for the final campaign is Sunbasket. Sunbasket is a premium meal kit subscription
service that offers a wide variety of recipes for consumers who have specific dietary needs or
preferences. Sunbasket takes pride in having locally sourced and quality ingredients used for
every meal and believes in the power of sustainability and strives to be 100% sustainable. The
message objective for Sunbaskets campaign is “Sunbasket offers convenient meals for people
who want a health-conscience lifestyle.” The chosen creative template that is used for the
campaign is a borrowed interest with the use of metaphors. The borrowed interested is derived
from headline driven campaigns such as the Economist campaign and the Citibank Live Richly
campaign.
The rhythm of the campaign I developed takes apart a common phrase or idiom related to food
or health and then relates it to Sunbasket utilizing a punchline-like pause. I chose to develop
two magazine print ads, two outdoor ads, and one newspaper ad. Each advertisement features
a different phrase that incorporates a different benefit Sunbasket offers to its consumers. The
headlines generated are thought provoking and require an extra second to understand. The
print ads and newspaper ads also incorporate body copy within the message that is set in a
more poetic tone that gives the audience an interesting way to read the message. With this
campaign, there isn’t a specific benefit that is highlighted, instead there are a few used through
each headline.
The target audience consists of both male and females who are between the ages of 25-40 with
an income of $80,000 or higher and have a bachelor’s degree or higher as an educational
background. This target audience lives a busy lifestyle and doesn’t have a lot of time to meal
plan but wants to learn to live a healthier lifestyle through the food they consume. Given the
income and educational background of the target audience, it can be assumed that they would
be on the look out for something that will stop and make them think. They want to be
advertised in a way that is sophisticated and makes them feel as if they are in a niche group of
people that understand the message. My campaign uses this consumer thought process and
gives the target audience a chance to think about the advertisement and what the benefit is,
giving them a reason to think and feel like they are apart of a niche group.
Media Decisions
Newspaper advertisement
I decided to put my newspaper advertisement in the Wall Street Journal “Section A” section
and made my newspaper advertisement a two-part ad. I chose to use the Wall Street Journal as
the newspaper placement because of the target audience. The target audience are the kind of
people to read the Wall Street Journal in order to stay knowledgeable and would want to read
something that makes them have to think. The “Section A” section was chosen because of the
wide variety of content that is featured in the section. The way my newspaper ad is laid out, I
will have the first part of my headline in the “skybox” section of the newspaper featured below.
The second half of the headline is placed in the “quarter strip page” that is located at the
bottom of the page. The use of a two-part advertisement creates an intriguing layout, especially
with the content that is being used to draw the readers eye to both parts. The layout gives the

7. target audience a reason to think about what is going on with the ad and delivers a sense of
satisfaction to the audience when they understand the message.
Outdoor Advertisement
I decided to have two different outdoor advertisements for the campaign. The first is a billboard
advertisement that is in the San Diego, CA area. The second is a poster advertisement that is in
the Los Angeles, CA downtown area. The decision to have ads in the San Diego and Los Angeles
locations is because both cities have a “comfortable living salary” average that is above
$80,000. Sunbasket is currently based out of California, and this is where most of their farms
they outsource are also currently located. Because of the salary income, the location of
Sunbaskets operations, and the kind of values the people of California tend to share, San Diego
and Los Angeles are my chosen DMAs for the outdoor ads.
Below is the Los Angeles, California location that I chose as the ideal placement. I wanted to
use the downtown Los Angeles area because of the high foot traffic and general busyness that
occurs in a downtown. The target audience is the kind of people that live busy lives and would
be able to see the poster advertisement and stop to think and figure out what it means to give
themselves a challenge during their day.

8. Below is the San Diego, California location that I chose as the ideal placement. I wanted to have
a billboard that was in this city that is in a high traffic area. Also, the billboard is placed next to
the “Little Italy” district. This was strategically chosen because many people who live in this
area tend to be surrounded by many restaurants and diners, essentially a lot of food places.
Having the billboard showcase Sunbasket services could entice these people surrounded by lots
of restaurant food, to try something new with Sunbasket.
Magazine Advertisement
I decided to have two separate full page color magazine print ads for this campaign. The chosen
magazine for these ad placements is the Food Network magazine. Food Network is an ideal
magazine publication for the campaign because the target audience is a group of people that
care and want to learn more about food. They are the kind of audience that would watch the
food network on television while they are making their meal so that they can become better
cooks. The three months the advertisements will be placed in is the Jan/Feb “Meatless Flip”
issue, and the March/April “Comfort Food Cookbook” issue. These two issues are ideal out of
the rest of the 2022 edit calendar because of what each headline entails. The “Meatless Flip”
issue implies a lot of articles and information about eating meatless or finding new ways to eat
meat, which is a type of dietary plan that Sunbasket subscribers can take advantage of with
their customizable subscriptions. The “Comfort Food Cookbook” issue implies that there will be
articles that teach readers how to cook their favorite kinds of foods. Sunbasket subscribers
already are having to use instructions and learn how to cook with eat meal kit, the cookbook
issue helps to encourage people to become more creative with their meals. For more
information about the Food Network magazine, here is a link to their media kit.
Media Costs: Build spreadsheets that outline and calculate your costs for each media
type for a 3-month campaign. Be sure to somewhere add all media costs together for an
overall campaign cost. Integrated concepts will not be priced. Summarize your media
costs in about a paragraph.

9. The total cost for the three-month campaign is $885,600. This total cost is broken
down from two outdoor ads, two magazine ads, and one newspaper ad. For the outdoor
ads, the total cost of the three-month campaign when only using two different DMA’s
and having one location for each sums up to $30,000. Combined, there is a total
number of weekly impressions that comes out to 468,981 and a total estimated number
of people at 117,245. The cost for running the newspaper ad is based on the number of
total column inches (Col. In) that makes up the total amount of space used up by the
advertisements. My total column inches come down to 48 inches. When calculating the
total column inches with the open rate cost of $2,200 at three insertions, the total
campaign cost would be $316,800. Then comparing this campaign cost with Wall Street
Journals Rate guide, the potential costs fall within the $250,000 net revenue contract
tier. Determining this allows for there to be a 2.5% discount per ad cost which brings
the discount rate per column inch to $2,145 and not the starting $2,200 rate. Then
calculating the number of column inches, with the three insertions, and the now
discounted $1,782 per column inch rate determines the total cost for the campaign to
be $308,880. The cost for running the two magazine print ads three times as a full page,
full color ad is $91,120 per ad per month, with a total campaign cost being $546,720
and a CPM equaling out to $8.
Prepared by Brady Netzel
3/23/2022
DMA/CBSA (Designated
Market Area / Core
Based Statistical Area)
Type of
Outdoor
Location
4-week Total
Cost
No. of
Months
Total
Campaign
Cost
Weekly
Impressions
People
Estimate
CPM
(Impressions)
CPM
(People)
San Diego, California Bulletin
GRAPE ST. NL
200'W/O I-5 ENT $7,000 3 21,000
$ 331,387 82,847 21.12
$ 84.49
$
Los Angeles, California Junior Poster
MAIN ST EL 200F
S OF 3RD St. $300 3 900
$ 137,594 34,399 2.18
$ 8.72
$
Outdoor Totals/AVG 21,900
$ 468,981 117,245 12
$ 47
$
(total) (total) (total) (avg) (avg)
Magazine Name Day of Week
Placement /
Location
Ad Size (col. In.)
Open
Rate Per
Col Inch
Rate
Number of
Insertions
Total Campaign
Cost at Open
Rate
Discounted
Cost / Col.
Inch
Actual Cost
Per Ad
Total Cost Circ. (000)
Pass along
estimate
Total
Audience
(000)
CPM
Wall Street Journal Sunday Section A 48 2,200
$ 3 316,800
$ 2,145
$ 102,960
$ 308,880
$ 1,005 2 2,010 154
$
Magazine Name
Cost Per Ad Ad Size
Ad
Position/Color
Number
of
insertions
Total
Campaign
Cost
Rate Base (000)
Pass along
rate
Total
Audience
(000)
CPM
Food Network Magazine 91,120
$ Full Page inside, color 3 273,360
$ 1,700 5.2 12,123 8
$
Food Network Magazine 91,120
$ Full Page inside, color 3 273,360
$ 1,700 5.2 12,123 8
$
Magazine Totals/AVG 6 546,720
$ 24,246 8
$
(total) (total) (total) (avg)
Magazine Placements
Final Campaign Costs for Sunbasket
Outdoor Placements
Newspaper Placements

10. Introduction
This Sunbasket Client Research Paper skims the surface of what the current
situation within meal kit marketplace. It also takes a deep dive into who
Sunbasket is as a company and what they can offer their consumers. Then lastly
it covers the psychographic, demographic, and geographic situation of the
consumers who purchase meal kit subscriptions and why people subscribe.
The Meal Kit Marketplace
Although the concept of a consumer receiving a recurring delivery of food items is
nothing new, the industry of a meal kit subscription box is relatively fresh, with the
first known meal kit launching in 2007. The original intention of this first meal kit
service was to assist families in having their own home-cooked dinner without
having to stress over the logistics of meal planning and shopping. Ever since this
launch, the popularity of meal kits and the over all meal kit service industry has
continuously increased (Scalco, 2019). Up until 2020, meal kits had steadily grown in
popularity, but received a significant boom and had accelerated its market growth
due to the COVID-19 pandemic (Market Line, 2021). The success of the meal kits
during the pandemic stems from the abundance of time consumers were spending
at home. This more time at home affected the cooking and dining habits of many
consumers, especially when consumers were not as available to shop or order their
meals like they could before. Another reason for the success of meal kits during the
pandemic is because of the more health-conscious decisions consumers were
wanting to experience, and meal kits are seen as being a cheaper and especially
healthier alternative. This drastic boom increased the popularity of meal kits
immensely and changed the lives of many consumers so much that they plan on
continuing their subscription even beyond the pandemic. It is suggested that the
pandemic permanently altered the grocery shopping and cooking habits of
consumers (Market Line, 2021).
There are many players in the meal kit market, and each offer their own unique style
or recipe for their service. With all the different options to choose from, consumers
often find themselves wondering what is the best meal kit subscription plan that
best suits their wants and needs. Thanks to a review written for Wirecutter by
Preston (2020), consumers can determine what’s the best meal kit for them based
on the unique selling proposition of the meal kits. The meal kit that is best for
beginners, or those getting started is Blue Apron. Blue Apron has recipes that are
consistent and easy to follow meals that have a broader appeal. The meal kit that
has more fresh meals with a little more work is Martha and Marley Spoon. Martha
and Marley Spoon has recipes that are easy to follow but appeals to most of the
testers that had more cooking knowledge. Lastly, the meal kit that is the most
organic and is good for those with dietary restrictions is Sunbasket. Sunbasket’s
ingredient list is almost all organic and provides meals that are designed for people
with various dietary restrictions.

11. Sunbasket
At Sunbasket, ingredients matter, its important to be sustainable to the core, and
they believe they can only move forward when they give back. This combination of
values makes up the Sunbasket difference and helps separate Sunbasket from other
meal kit companies. Sunbasket is a meal kit delivery service that began in 2014 and
have recently undergone a re-branding of the company. Sunbasket has reestablished
their brand to better represent the values they want to be known for. Sunbasket’s
brand goal is to stand for human connections, especially the relationship humans
have with food. Sunbasket’s mission is to “empower people to live their healthiest
lives, starting with what’s on their forks” according to their website. The concept
that food plays such a critical role in a person’s overall health, including their
physical, mental, and social wellbeing, is what drives Sunbasket to provide as
healthy of an experience as they can for their consumer. The new visual identity
displays this goal by showcasing an environment where the best naturally grown
food and livestock come together as organic ingredients that create a delicious and
healthy meal for the consumer to enjoy thanks to the brand’s award-winning chefs
(PR Newswire, 2021).
Sunbasket has established an organic and sustainable reputation that allows the
brand to separate itself from its competitors. Sunbasket is committed to providing
the most organic meal kits to it’s consumers by striving to use 100% organic fresh
produce in all their meals. Sunbasket is proud to work with quality farmers,
ranchers, and fisherman that respect and enrich the animals and produce they care
for. They have a USDA certified organic handler recognition to prove it. Sunbasket
doesn’t stop thinking just about the next meal, but what the impact the next 1000
meals could have on their environment. Sunbasket has a packaging line up that is
mostly recyclable or compostable, with a goal of having 100% sustainable packaging
soon. Sunbasket is also the kind of company that believes life is a two-way street
and respects the relationship it has with its consumers and environment. Sunbasket
chooses to donate food to several non-profits and underserved communities across
the United States to provide healthy food options. Such non-profits like Second
Harvest Food Bank of Santa Clara and the Farmers Against Hunger.
Sunbasket is the most customizable meal kit for dietary needs (Preston, 2020). This
translates to Sunbasket having an extensive menu that fits for any lifestyle. The
selection of meals Sunbasket’s menu contains food groups such as paleo, vegetarian,
lean and clean, gluten-free, carb-conscious, Mediterranean, diabetes-friendly and
pescatarian. Sunbasket provides these different menus in two different options. The
first option is the fresh and ready meal that is a faster way to a healthy dinner (meals
ready in as little as 4 minutes), and then there are the meal kits that are consumer
cooked meals with easy-to-follow directions (meals that are ready in 15-40
minutes). The Sunbasket team consists of nine members, four sous’ chefs, three
nutritionists, one executive chef of research and development, and executive chef
and co-founder Chef Justine Kelly.

12. Target Audience
Psychographic characteristics
It’s important to understand that meal kits aren’t just for anyone, given the
limitations of a meal kit service. The kind of people who could benefit from a
meal kit subscription can help explain what consumers want from a meal kit.
Meal kits are ideal for consumers who want to learn how to cook given the
easy recipes and exact quantities they provide. Meal kits offer a relief for
consumers who are too busy to plan or shop for a meal, because they provide
the ingredients. Meal kits can also be for consumers who are looking to
change their eating habits, whether it’s a different diet, or just healthier
eating. (Preston, 2020). According to the Numerator psychographic data, the
top two reasons people purchase a meal kit is because it saves time on meal
planning and saves time on shopping. (Schoenbauer, 2019).
When a consumer chooses Sunbasket, they are choosing a meal kit service
that offers the most organic ingredients and sustainable impact. Sunbasket
takes pride in almost having 100% organic produce and almost 100%
recyclable packaging. This mission value resonates with many consumers
who choose to purchase a meal kit subscription because they are wanting to
live a healthier and more conscientious lifestyle.
Demographic characteristics: Write about any demographic characteristics you
discover in your research. Some characteristics may be assumed based on, for
example, price. Write about your observations and conclusions.
The kind of consumer that is a meal kit buyer, tend to follow a trend of
shoppers that have a higher income, higher levels of education, and fall into
the Millennial and Gen X’er age group. Out of all the shoppers with a higher
income, 59.2% make over 80k per year, and 57.3% of those with higher levels
of education have a bachelor’s degree or higher.
Geographic characteristics: Your assignment is to target "nationally". You can
identify specific DMAs if you'd like so your Outdoor media buy has more focus.
Sunbasket is a company that targets consumers nationally and does not have
a specific DMA. Although, Sunbasket is currently based out of California right
now and this is where most of their farms they outsource are currently
located. With the concept of a consumer living comfortably with an $80,000
income and are health conscious, there are cities in California that are
considerable options for DMA’s. Cities such as San Diego and Los Angeles
would be ideal DMA’s. San Diego has a “comfortable living salary” average of
$83,257 and Los Angeles’ average is $87,260 (Lisa, 2019). The salary income,
based with the location of Sunbasket’s operations, as well as the kind of

13. values the people of California share, San Diego and Los Angeles are ideal
chosen DMA’s.
Summary bullet list:
o Target’s Psychographic Summary
 Lives a busy lifestyle and doesn’t have time for meal planning
 Someone wanting to learn how to cook and embraces new foods
 Wanting to live a healthier lifestyle while also reducing a carbon
footprint
o Target’s Demographic Summary
 Gender: Man and Woman
 Between the ages of 24-40
 Income of $80,000 or higher
o Target’s Geographic Summary
 San Diego, CA and Los Angeles, CA
Message Objective
Sunbasket is the ideal meal kit service for consumers wanting to eat healthier
and live more sustainably.
I believe this is the message objective for Sunbasket because it demonstrates the
two unique selling points that Sunbasket offers for its consumers. Sunbasket
gives it’s consumers more healthy meal options because of their almost 100%
organic produce, and Sunbasket is striving to have 100% sustainable packaging
in the near future. These two unique selling points encompass Sunbasket’s
values as a company and what they want their consumers to resonate with.

14. Works Cited
Lisa, A. (2019, Apr 13). 13 US Cities Where You Need at Least $80K a Year To Live Comfortably.
GOBankingRates. https://www.gobankingrates.com/saving-money/home/cities-need-80k-live-
comfortably/
Market Line (2021, May 10). The meal kit industry boomed in 2020 and will continue to thrive beyond the
pandemic. Verdict Food Service. https://www.verdictfoodservice.com/comment/meal-kit-boom-
continue-beyond-pandemic/
Preston, M. (2020, Mar 26). The Best Meal Kit Delivery Services. Wirecutter.
https://www.nytimes.com/wirecutter/reviews/best-meal-kit-delivery-services/
Schoenbauer, A. (2019, Aug 13). Meal Kit Market: The Whos and Whys Behind Meal Kit Buys.
Numerator. https://www.numerator.com/resources/blog/whos-and-whys-behind-meal-kit-buys
Sunbasket Evolves into Full-Service Health-Forward Food Delivery Company. (2021). PR Newswire.
https://www.prnewswire.com/news-releases/sunbasket-evolves-into-full-service-health-forward-food-
delivery-company-301215176.html
Scalco, D. (2019, Sept 23). The History and Future of Meal Kits. Food Box HQ.
https://foodboxhq.com/blog/history-future-of-meal-kits/