MOOSEWOOD R E S T A U R A N T

BY: ERIN BATTY & KAITLYN TURKETT

HIPSTER FOOD THAT DOESN’T SUCK

CREATIVE BRIEF M O O S E W O O D R E S T A U R A N T

HISTORY:

GOALS MARKETING OBJECTIVES:

ADVERTISING OBJECTIVES:

This camapign will increase Moosewood Restaurant’s awareness amongst a younger target market.

This campign will increase comprehension by 70% and conviction by 50%.

TARGET MARKET:

MISSION STATEMENT: Spread the notion that protein and aesthetics need not be sacrificed when you leave meat out of a meal.

Moosewood, Inc. is located in downtown Ithaca, NY and has been owned collectively by nineteen members since 1973. It has grown from a small natural foods resturaunt to a large and diverse company; publishing 13 internationally acclaimed cookbooks. Moosewood focuses heavily on local, natural and health oriented vegitarian cusine and has been a pioneer in its industry. Ithas been named one of the “thirteen most influentialrestaurants of the 20th century.”

This will be a year-long cam-paign, starting January 2015 and ending Decemeber 2015.

Our primary target market is both men and women ranging from the ages 18-34 otherwise know as Millenials. The primary target mar-ket for this campaign will focus on the college students and young professions in the Ithaca Area. These millenials lead both social and health conscience lifestyles. The want a restaurant expierence that will reflect and benefit their lifestyles as well as their values.

ADVERTISING PROBLEM: T I M E F RAME :

There is a lack of awarenss and understanding amongst the younger generation with the Ithaca area. There is a general awareness of the physical restaurant, but not a full undertstanding of its unique attri-butes and principles.

The target market needs to be informed about Moosewood’s mission and efforts towards vegitarian and local cusine, especially because it is a pioneer within its industry. There is great potential in the sub-culture ref-ered to as hipsters. This target market’s values are very similar to Moosewood’s.

ADVERTISING OPPORTUNITY:

THE BIG IDEA-- “Hispster food that doesn’t suck”: This campaign’s main strategy is to target the sub-culture of hispsters and millenials in general. We will achieve this by using satiric content and ironic deisgns. Our main message is to show the target market how similar Moosewood’s mission is to their lifestyle patterns by using “hipster humor.”

DELIVERABLES: Within this campaign, there will be a circulation of three ads. There will also be a social media campaign that coincides with the advertsiements. We will use the social media platform, Instagram, to interactively spread buzz and awareness through creativity. We will provide incentive to particpate by using a socially responsible strategy, by giving back 5% of the meals’ profits to local sustainability non-profits.

PRINT AD #1

PRINT AD #2

PRINT AD #3

WILDCARD: INSTAGRAM CHALLENGE TO FILTER OR NOT TO FILTER Our wildcard strategy will be a social media campaign using Instagram as our platform. This campaign will run from Septem-ber to November in 2015. The challenge will be a competition for the best photo of one of our creative meals. We will select two winners at the end of Novemeber and credit first place win-ner with a $50 gift certificate and the second place winner with a $30 gift certificate to Moosewood. They will both also recieve a complimentary Moosewood Restaurant resuable shopping bag. Additionallly, everytime someone instagrams a photo of a Moosewood meal with the hashtag #MoosewoodIthaca, 3% of that meal’s profit will be given back to local sustainabilitynonprofits.

#moosewoodithaca

PROSSESS WORK: TRENDBOARD

PROCESS WORK : BRAINSTORMTHUMB NAILS, COMPS., ETC.

TARGET MARKET

PRIMARY RESEARCH

33% were not aware of Moosewood67% have heard of Moosewood33% have been to Moosewood 42% understand Moosewood’s values

SURVEY AMONGST TARGET AUDIENCE

INSIGHTS SIMILARITIES OF1970s & today

Social & health conscious

Non-materialistic ideals

Self-expression

Heavy emphasis on individualism

Love of music & Bohemian style

Spiritual adventurism

Environmentalism

METHODSSurveys interviews Observations Insights

Aidan

21 year old

Senior at Ithaca College

Environmental Studies major

Bikes to class/work

Vegetarian & Gluten-Free

Activist for the Green Party

Shops at GreenStar

Strong focus on buying local

and sustainable practices.

Hobbies:

Reading Vonnegut

Hiking the Natural Lands

CAMPAIGN GOALS & OBJECTIVES 1. Grow awareness amongst Millenials

2. Increase conviction & top of mind awareness

3. Increase understanding of Moosewood’s values

The Big Idea

CRE

ATIVE

EXE

CUT

ION

STRATEGY

“Hispter food that doesn’t suck”

Use of ironic & satiric copy

Sketched & dramatized animination

Simplicity

Textured & colored backgrounds

Use of ironic humor

Eye-catching visuals

Emphasize importance of business model

Display unique attributes