1 / 23

INTRODUCING Dinosaur BBQ Sauce

INTRODUCING Dinosaur BBQ Sauce. Situation. Dinosaur BBQ was recently named #1 BBQ in the nation. http://www.youtube.com/watch?v=Z2nyutMepaw They are very successful in central NY, but want to build more restaurants. They need to raise money.

dextra
Download Presentation

INTRODUCING Dinosaur BBQ Sauce

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. INTRODUCING Dinosaur BBQ Sauce

  2. Situation • Dinosaur BBQ was recently named #1 BBQ in the nation. • http://www.youtube.com/watch?v=Z2nyutMepaw • They are very successful in central NY, but want to build more restaurants. • They need to raise money. • Help Dinosaur BBQ expand their BBQ sauce across the country with people that have never heard of Dinosaur BBQ.

  3. Your Client: Dinosaur BBQ • The Process: • Define the problem we are going to solve • What do we know about BBQ • What do we know about Dinosaur BBQ • What is the BIG IDEA? • Write Creative Brief

  4. What is the primary problem you must solve for Dinosaur BBQto be successful?

  5. What do I know about BBQ? • True BBQ fanatics are never 100% satisfied… • BBQ has its own brand image.

  6. Who do you want making your BBQ?

  7. Where should your BBQ come from?

  8. What kind of music do you want playing when you eat BBQ?

  9. Which restaurant has better BBQ?

  10. This is where great BBQ come from!

  11. This is your dad. Not a real BBQ man.

  12. What do we know about Dinosaur BBQ • Started by bikers who became “too old to ride…” • Dinosaurs • Started making BBQ ribs at biker rallies on metal trash cans. • Used everything they had to open the Syracuse restaurant • Now have restaurants in Rochester and on 125th St in Harlem.

  13. Name everything good about Dinosaur BBQ

  14. Name everything negative about Dinosaur BBQ

  15. Competition: MRI • 67.8% of homemakers have used BBQ sauce within past 6 months. • 20% considered heavy users • No demographic major skews • Kraft • KC Masterpiece • Bull’s Eye • Over 100 brands available in US.

  16. Ground Zero Target • African American Women 35-54 years old. High school graduate with some post high school training, HH income average ($52K), living in the south.

  17. Let’s write the creative brief What do we want the advertising to do? Who is our target?   What do they currently think?  What would we like them to think? What is the single most compelling promise we can make them?  How do we make it believable?  Is there anything else worth considering that may get to great creative work?  Are there any executional mandatories?

  18. DINOSAUR BBQ Sauce Creative Brief • Product / Brand to be advertised: Dinosaur Barbeque Sauce • Due Date: 10/17 • What do we want the advertising to do? • Persuade our target that Dinosaur Barbeque Sauce is the best damn sauce in the world to stimulate retail sales in grocery stores. • Who is our target? • BBQ lovers. These people are passionate about making the best BBQ in their neighborhood and will go out of their way to get exotic ingredients as long as they don’t become mainstream. BBQ Bob is 27 years old, married and this is the one domestic thing BBQ Bob does. Bob was the first to grill with real mesquite wood until it was available in any grocery store then he was off to something different. Bob has tried every sauce out there and feels the • need to add his secret “something extra” to every store-bought brand. • What would we like them to think? • Dinosaur BBQ Sauce is the real deal; hard core BBQ for hard core BBQ'ers! • What is the single most persuasive idea we can convey? • Dinosaur Barbeque Sauce. Made by Hell’s Angels for Hell’s Angels. • Why should they believe it? • 100,000 bikers can’t be wrong. Or at least you’d never tell them even if they were. • Is there anything else worth considering that may help us get to great creative work? • There is a great story here; maybe even a legend if we play it right. • It’s all about what bikers do when they run out of gas. • Are there any executionalmandatories? • Full Page 4C Ad will run in Sports Illustrated.

  19. What do we have to work with?

More Related