Creative Brief Background In a saturated market, Cape Cod Potato Chips stand apart from their competitors. With a kettle-cooked approach that creates a big crunch, and humble beginnings from Hyannis, MA, Cape Cod Potato Chips have a different approach than most well known potato chip brands and provide snackers with a number of different varieties of chip to match any taste, occasion or lifestyle.
Role of Campaign We aim to increase recognition of the brand for consumers who have not been to Cape Cod, MA and to position Cape Cod Potato Chips as possessing the qualities that match the target audience’s lifestyle.
Target Audience
Demographics: • Young professionals, ages 25-40 • Driven by professional goals • Yearly income of around $75,000 • Not yet married or starting families • Not price conscious Psychographics • Aspire to hold higher-level positions in management, business and financial operations • Consume media based on professional goals • Interested in travel and recreation • Spend money on “luxury” items, whether it be everyday purchases or one-time vacations
Supporting Evidence • • • •
Primary research showed that 100% of respondents that had never visited Cape Cod were also unable to recall Cape Cod Potato Chips as a brand. Cape Cod Potato Chips come in varieties aside from kettle cooked, which include waffle cut, 40% reduced fat, and Chef’s Recipe. Within the US snack market, potato chips rose from 6.5% of the market in 2005 to 9.1% in 2010. A single serving bag of Cape Cod Potato Chips can cost up to $2.00 more than a similarly sized bag of another national brand’s potato chips.
Promise Just like you’re aspiring to be top notch, Cape Cod Potato Chips work hard to consistently provide a quality product and be the best in the industry.
The Tone The tone of this campaign is formal and matter-of-fact, reflecting the nature of the target audience. It will focus on highlighting the quality of the product through specific information and statistics rather than using humor or similar techniques.
Executional Mandatories • • •
Current Logo Campaign Tagline: “Quality Crunch.” Call to Action: “Learn how we deliver you the best at www.capecodchips.com.”