Creative brought on by the recession. Although men,

Creative brought on by the recession. Although men,

Creative Brief for Weber-Stephen Products LLC 2011 Jose L Rodriguez DeVry 5/14/2011 INDEX Overview …………………………………………………………………………………. 3 Objectives ………………………………………………………………………………… 3 Target Audience …………………………………………………………………………. 4 Concept …………………………………………………………………………………… 4 Ad Copy ……………………………………………………………………………………. 5 References ……………………………………………………………………………….

. 5 Creative Brief Weber-Stephen Products LLC 200 E. Daniels Rd. Palatine, IL 60067 847-934-5700 May 14, 2011 Project: Creative Brief for Weber-Stephen Products LLC Prepared by Jose L Rodriguez OverviewWeber is the premier manufacturer of grills and smokers in the United States and has a presence in 40 other countries around the world.

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It was established in 1960 as an alternative to the poor quality grills of the era and it has become a household name since then. Weber wants to capitalize on the changes in eating behaviors of Americans brought about by the recession. The goal of this campaign is to emphasize the relationship Weber has had with the American family throughout the years by sharing their understanding for what families are going through during this recession. Objectives Emphasize on the relationship Weber has had with the American family in the last 60 years * Capitalize on the need for savings by offering grilling with a Weber product as the solution to expensive restaurant dinners * Offer the value added proposition that grilling with Weber products unites the family Target Audience The target audience is the American family feeling the pain brought on by the recession. Although men, at 61%, still account for the majority of the grilling in the United States more and more families are opting for grilling as an alternative to increased food prices and expensive restaurant outings.

The Hearth, Patio, Barbecue Association (HPBA) reports that 72 to 77 percent of American households own a grill and this number is set to increase as more families realize the savings gained by grilling healthy foods at home. Another segment of the population showing an increased interest in grilling is Hispanics. “Researchers think this reflects the family-centered focus for Hispanic families and a general interest in outdoor activities” (Alison.

2009). Concept Our concept embodies humor, family, and savings. We want to bring a sense of understanding to the American family that Weber fully realizes the difficult times they are going through.Our ad copy will deliver that message through humor without being insulting; delivering in a one page ad a connection to the consumer of familiarity.

The ad will also incorporate a qr code. Consumers with smart phones will be able to point to the code and be redirected to www. Weber.

com where they can download e-books full of grilling recipes and the new Weber app for the iPad and smart phones. This specific campaign seeks to capitalize on the increased interest in the Hispanic community on grilling by offering a Spanish version of the advertisement. The colors are vivid evoking memories of summer, heat, and fun.Ad Copy Please see attachments for ad copy in English and Spanish. References Allison, C. (2009).

Don Johnson Shares Information about Grilling and Barbecue for 2009. Retrieved from http://www. yesyoucangrill.

com/hpbadonjohnson. php Hearth, Patio and Barbecue Association. (2010). Grilling Statistics.

Retrieved from http://www. hpba. org/statistics Toluna. (March 1, 2011). NATIONAL STUDY SHOWS AMERICANS CONTINUE TO SPEND MORE TIME GRILLING OUTDOORS. Published by Weber-Stephen Products LLC.

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