Ann Sofie, Eliise, Jolita, Andrei
Dalemans
08-11-2013
Daelmans Stroopwafels Introduction Daelmans Stroopwafels is a caramel waffle, which is very popular in the Netherlands; they even call it “Original Dutch”. The Stroopwafels are already on the Danish market just under private labels such as: Tiger and Urte Kram. Our assignment is to get Daelmans Stroopwafels into the Danish marked.
Project kick-off In the beginning of the project we needed to do different research. First off all we needed to read the briefing that the Dutch men send us and find out what the came up with from the correspondence we had with them. After reading and understanding their briefing we talked with some different people in the canteen and at the school just to hear what their opinion were on the waffles and we also talked to the people who works at Tiger to see who bought the waffles.
Target audience After doing different researches we had to make a creative brief (See appendix 1) and in that we had to come up with the target audience. The Dutch men didn’t really specify the target audience, they had two different segmentations in the briefing, therefore we had to come up with a new one and send to them so we could specify it together. Unfortunately the Dutch men have not answered us and therefore we are going with our own because we are running out of time. Primary target audience: • Adults in Denmark in the age between 30-45 years old. • They who prefer quality snacks. • They appreciate a story behind a brand. • They want a culinary experience • They have access and use the Internet daily. Secondary target audience: • All people n Denmark who likes snacks.
Message In the creative brief we also came op with message we want to send with our campaign: • We want people to experience a piece of unique taste of caramel waffles with rich history.
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