3.2 MindTap Assignment: Part 3 Case Activity

1.

Scenario: Originally named Pronto Markets, Trader Joe's has been in business since the 1950's where it began as a small chain of convenience stores. It has since evolved into an "alternative" grocery store, in the vein of Whole Foods, that offers value and a reasonable cost to its customers while supporting the local economy and promoting joy and healthy living. Along the way, they have provided innovative methods for not only promoting consumer value but also for promoting an environmentally and physically healthy lifestyle. Long before the move towards sustainability, Trader Joe's developed a canvas grocery bag in 1977 that they'd like to think is still being used and has always been a leader in stocking organically developed foods. In addition, they recently made a commitment to ensure the removal of all added trans fats from their private label brands and took the lead in introducing appropriate symbols on packaging so that customers could make more appropriate choices.

In short, Trader Joe's is committed to not only their own profit but also to the health of their customers and of the environment in general. And now they are coming to your town and would like to develop an advertising strategy that expands upon their current advertising efforts while addressing the needs of your community. Traditionally, Trader Joe's has simply advertised through radio advertisements and a customer newsletter; however, they are open to new opportunities that will address both the customers they are looking to target while still maintaining the charm and charisma of their brand. Your job is to help them develop just such an advertising campaign.

To do so, you will need to develop a creative brief that will allow you to set the goals and determine the strategy for the advertising to come. Based on this brief, you will then set about developing the message strategy that will be used to address each of three target audiences that Trader Joe's hopes to reach during the course of a year. And finally, you will develop the advertising copy and art that emerges from the message strategy that you develop. Your work will culminate in a portfolio that you will present to your client.

Please answer the following question in 10 sentences or less.

What is a creative brief and what is in it?

2. What is more important for brand success: the creative or the media? Justify your response.

3. How can Trader Joe's use elements of message strategy, as seen from this scenario?

4. In what ways does Trader Joe's use art direction?

5. Describe the target market for Trader Joe's. How does this relate to the creative message strategy, in 23 sentences?