A Simple CPG Brief

A condiment client was relaunching a little known line of BBQ and dipping sauces. They needed a short simple brief for a small, social focused project.

Why are we advertising?

BRAND has a reputation for making the best CONDIMENT in the South, but many people don’t realize that we make the best barbecue and dipping sauces too. Awareness is low, and BRAND needs a message that will let our consumers know about the sauces and encourage them to give them a try.

Whom are we talking to?

Our current users in the Southern core. These people embody the new South, bringing together modern sophistication and a love of tradition. They see the value in maintaining the family meal and their family’s favorite foods, but they’re also curious foodies who follow the latest from local chefs and are up for new culinary adventures.

What do they currently think?

“I trust BRAND to bring that tangy goodness to my foods. I wish there were a way to bring that same Southern flair to my meals when I am not using CONDIMENT.”

What would we like them to think?

“BRAND’s line of Southern sauces lets me bring that unique twang to my barbecuing and dipping too.”

What is the single most persuasive idea we can convey?

BRAND sauces – six new ways to bring that BRAND’s twang to your table.

Why should they believe it?

BRAND is a name trusted by generations to be the authority on Southern cuisine. All six sauces are rooted in the South’s culinary traditions and made with carefully sourced ingredients from the featured geographies.

When and where is the target most receptive to our message?

When they’re thinking about their next barbecue or tailgate. They may be checking the latest updates on their college team. They might be looking for recipes from their favorite chefs or browsing food pages like Tasty. They’re planning a meal that’s an event – a chance to grow together with their friends and family.

Internal Culture Change Brief

A home chemicals client needed an internal campaign to culturally realign and promote a cohesive experience for the employees across their house of brands.

Why are we advertising?

Through mergers and acquisitions BRAND has become a collection of trusted brands, but in the process, we have seen a tenfold increase in turnover. BRAND needs to fit together as a "BRAND family" and a way to share that vision with our members. We must do this while keeping our place in people’s homes, and staying true to our mission — To enable a better experience of nature for our customers.

Whom are we talking to?

To those who are new, who want to know what the BRAND mission is. Many arrived as brands were combined, and do not understand the broader structure of the group they are now a part of. And to those who have been with BRAND for years, who want to know how they still fit within a changing organization. Both need to know that they belong in the BRAND family of brands, and to be reassured in how they fit and why we are better together.

What do they currently think?

"I do not really understand the purpose of my company, and I am suspicious of changes meant to elevate it from the practical to the aspirational. I hear that a mission has been declared from on high, but I don't see how I can have an impact on something so big picture or how something so lofty will impact my day to day. I'll just keep my head down and wait for this to blow over like the last one"

What would we like them to think?

"I understand why I am here, and how I am a part of the BRAND vision. I see my place in the broader family of brands, and how that partnership is improving people’s experience of nature. I truly believe in this mission and in my agency to impact it and to see it through"

What is the single most persuasive idea we can convey?

Only you make it possible for BRAND to responsibly make homes safer, yards more full of play, and the food on tables more plentiful and delicious.

Why should they believe it?

BRAND has a track record of delivering on our promises to the customer, and now we are committed to delivering a vision employees know how to fulfill. We are making a sacred promise to help employees find their place in the organization.

When and where is the target most receptive to our message?

For new employees this answer is simple, the onboarding process. For those who are already here that answer is a little more complicated. They will be looking to see this change infused through the whole organization, they need to see its mark in the break room, when they work with their manager and in all communications from BRAND. Commitment from leaders is important, but every day touch points for employees of all levels is even more so.