CREATIVE BRIEF

PROJECT DESCRIPTION$/$BACKGROUND INFORMATION

Maple Leaf Foods is launching a new line of meal prep kits designed to meet the needs of health$-$conscious consumers who value convenience without sacrificing quality. The meal prep kits will be available in stores first, with the possibility of online availability at a later date. Our meal prep kits will feature fresh, local ingredients, easy$-$to$-$follow recipes, and a focus on balanced nutrition. We will have two main product lines, the Original line will provide people with different antibiotic$-$free chicken paired with fresh, locally$-$sourced vegetables, whole grains, and homemade$-$style sauces and the Plant$-$Based line will provide people with Organic tofu, tempeh, lentils, and creative meat replacements such as Beyond Meat are available, along with a variety of fresh veggies, nutritious grains, and plant$-$based sauces. Our goal is to position Maple Leaf Foods as a leader in the meal prep industry, highlighting our commitment to convenience, health and sustainability.

WHAT ARE THE COMMUNICATIONS OBJECTIVES? $($Behavior you$$re trying to change$)$ at least $2$ should be SMART objectives

Awareness$-$Within $6$ months, Maple Leaf meal prep kits will increase awareness of the new meal prep options by $70\%.$

Trial

$10\%$ of consumers in participating stores will test or demo the new customizable in$-$store meal prep kits.

Social Media

Increase social media engagement, comments, and exposure by $80\%$ within $3$ months of launch.

WHO IS THE TARGET AUDIENCE?

Aged $18-45$ years old

Customers looking for convenient options

Health$-$conscious professionals and vegans

Young working professionals looking for quick, healthy everyday meal solutions.

Food enthusiasts interested in trying new recipes and fresh local food.

WHAT IS THE CONSUMER INSIGHT?

Young working professionals and people who care about their health and well$-$being, but with busy lifestyles, they often struggle to find time to prepare nutritious home$-$cooked meals. They seek solutions that combine convenience without sacrificing quality or taste, and are willing to pay a premium for products that align with their values $$of health, sustainability and freshness. These customers want solutions that achieve a balance between convenience and wellness.

WHAT IS THE BENEFIT WE ARE TRYING TO COMMUNICATE?

Maple Leaf's new meal prep kit represents fresh, local, flexible, and deliciously easy.

WHAT CAN WE OFFER AS SUPPORT FOR THIS?

Promotional Campaigns

Utilize influencer marketing to showcase the benefits and versatility of the meal prep kits.

Offer introductory discounts or promotions to attract first$-$time customers.

Create a hashtag campaign to encourage user$-$generated content from followers of the influencers.

In$-$Store Demonstrations

Set up tasting stations in participating stores where customers can sample the meal prep kits.

Distribute free samples or small portions to encourage trials.

Implement a limited$-$time offer to create urgency and drive quick sales.

Community Involvement

Participate in local farmers' markets and food festivals to showcase the meal prep kits.

Collaborate with local chefs and nutritionists to host workshops and cooking classes.

Include a QR code on the packaging that links to the product page or a discount code.

WHAT IS THE BRAND$$S CREATIVE STRATEGY$/$CAMPAIGN THEME?

The campaign theme $$Freshly Prepped, Easily Enjoyed$$captures the core values $$of Maple Leaf's new meal prep kits: combining convenience with exceptional quality and nutrition with various options. This theme will run through all marketing materials and communications, creating a cohesive and compelling narrative that resonates with our target audience.

Appeal Technique$($s$)$ Rational $-$ Focus on logical benefits such as health, convenience, and quality.

Creative Tactic$($s$)$

Testimonial$-$ Use real$-$life stories and feedback$/$reviews from happy customers to build trust and authenticity.

WHAT$$S REQUIRED $/$ MANDATORIES$/$ EXECUTIONAL CONSIDERATIONS?

The tone of the campaign has to be authentic and down to earth, showing real food and ingredients

The creative executions have to be able to delivered across different media platforms, approachable.

PART TWO: MARKETING$/$COMMUNICATION PLAN REPORT AND PRESENTATION

Develop a $1-$year marketing$/$communication plan for your new product for the next fiscal year, which begins anytime after January $2025$ and runs for $12$ months for the Canadian market or a regional market within Canada.

You can run your plan up to $12$ months, but it doesn$$t need to be that long.

Submit your final report in Power Point. With the detailed information being communicated in the Notes Pages of Power Point $($this will be a version of your presentation$)$

Report: $1.$ Based on you approved creative brief, develop the creative for a multi$-$media campaign written proposal and oral $$pitch$$ that includes each of the following: Professional format including Campaign theme and key elements of the Creative Brief of the plan as well