So Delicious Dairy Free
CAMPAIGN BOOK 1
CONTENT Creative Brief
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Mood Board
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Thumbnails
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Drafts
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Final Campaign
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Media Schedule
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CREATIVE BRIEF Brief
Current Brand Status
Create a campaign for So Delicious Dairy Free that can reach larger group of international consumers such as Asian countries to realize the advantages of dairy-free products by improving the reorganization of “pure” and “delicious”.
Born in Oregon, So Delicious Dairy Free is an already established national brand with light foot-prints internationally occupying the aisles in select grocery and natural food stores throughout the US, Canada and Korea. Though well liked among customers consuming dairy alternatives, the brand lacks the recognition among dairy consumers and on an international scale.
Brand History Turtle Mountain LLC, a private company that produces a variety of natural foods, created So Delicious Dairy Free brand, located in Oregon’s lush Willamette Valley. In the beginning, Mark Brawerman, the founder of Turtle Mountain, realized that they needed to create products that tasted like dairy counterparts but contained no diary ingredients. He started developing a series of non-dairy frozen dessert recipes. Mark’s work built a key frame for his company to become an industry leader in providing premium dairy-free frozen products. Since 1990, Turtle Mountain has turned into an organization that provides a complete portfolio of outstanding products that can be found in progressive supermarkets and natural food stores. Thanks to Mark Brawerman’s vision and the great efforts of a collaborative team of individuals, Turtle Mountain gain its success in providing the best dairy-free products in today’s marketplace.
Target Consumers The brand targets the dairy alternative seekers and caters to their dietary needs. The target customers tend to be more active in areas of food and environmental activism. Also, health conscious shoppers and people who are cautious about the effects of genetically modified foods frequent the brand counters. Social organizations such as PETA may appeal to the target consumers. Buyers of So Delicious may subscribe to magazines such as Healthyfood, SELF, Clean Eating, Fitness and Men’s Health. The individuals tend to be more active on social media platforms as well. Stores such as Wholefoods, Target, Kosher stores, Co-ops and many other health foods providers are the first choices of many of the brand loyalists. 3
Key Words • SO PASSIONATE – They are dedicated to bringing happiness and joy to dairy-free lives. They have a great team of passionate individuals who embrace the goal of becoming the best dairy-free products company in the marketplace. • SO PURE – From the stringent allergen testing methods to their subsequent innovative work, they do not rest until they know consumers are getting one of the purest high-quality products possible. • SO KIND – They believe we need a friendly and environmental society. They contribute to treat everyone and everything with respect and integrity.
• Non-traditional – Create a Chinese Weibo account for So Delicious Dairy Free to reach more consumers from Asian countries. (Weibo is a Chinese microblogging website. It is one of the most popular social networking sites in China. Sina weibo implements many features from Twitter such as 140-character limit, hashtags and reposts.) • Social – Create an ice cream party with the International Student Association (ISA) of the University Oregon in the beginning of spring term. Invite international students of UO to attend the party by providing foods and drinks of So Delicious. The major goal of this social event is to communicate with potential international consumers (focus on international students in UO) and raise their awareness of the advantages of dairy-free products.
• SO DELICIOUS – They are committed to delivering delight moment when a consumer eats their ice cream or drinks their coconut milk.
Media Plan • Traditional – Create 2 print ads or posters that strengthen “Global Delicious” of So Delicious Dairy. They can be placed in magazines that buyers partiicularly potential international consumers of So Delicious may subscribe.
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MOOD BOARD
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THUMBNAILS
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DRAFTS Print Ads for magazines and newspapers
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Non-Traditional
Social Event
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FINAL CAMPAIGN Traditional: Print Ads “Global Delicious – Fill Up With Dairy Free” is a print ad can be placed in magazines and newspapers that international students at the University of Oregon may subscribe to read. The design of coconut planet and world map elements tries to raise the recognition of dairy-free products on an international scale. It also shows the information of the ice cream party of the campaign. This print ad will be placed in UO newspapers such as Daily Emerald, and magazines such as Flux, Ethos, Envision and HuaFeng (a Chinese student-run magazine).
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Non- Traditional: Sina Weibo
Sina Weibo is a Chinese microblogging website. It is one of the most popular social networking sites in China. The Weibo account will post updated information of dairy-free products and social events of So Delicious to communicate with more Chinese consumers.
Sina Weibo also implements many features from Twitter such as 140-character limit, hashtags and reposts. Therefore, we will create a hashtag for the ice cream party. Students can share their photos and tell experience with So Delicious dairy-free products. 10
Social: Ice Cream Party The ice cream party will be hold during the International Student Orientation week and associated with the International Student Association (ISA) of the University Oregon. We will invite international students of UO to attend the party by providing foods and drinks of So Delicious. The major goal of this social event is to communicate with potential international consumers (focus on international students at UO) and raise their awareness of the advantages of dairy-free products.
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MEDIA SCHEDULE 1
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Traditional
Non-Traditional
Social Event
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ABOUT ME Emily Siyang Liu Ad major + Multimedia Minor | Strategist + Designer Email: siyang329@gmail.com | Twitter: @ siyang329
“I have three eyes. The first eye is in China. The second eye is in America. The third eye is in here, an idea industry that I’m ready to knock the door. “
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