Dinosaur BBQ was recently named #1 BBQ in the nation. http://www.youtube.com/watch?v=Z2nyutMepaw They are very successful in central NY, but want to build more restaurants. They need to raise money. Help Dinosaur BBQ expand their BBQ sauce across the country with people that have never heard of Dinosaur BBQ.
The Process: Define the problem we are going to solve What do we know about BBQ What do we know about Dinosaur BBQ What is the BIG IDEA? Write Creative Brief
Started by bikers who became too old to ride… Dinosaurs Started making BBQ ribs at biker rallies on metal trash cans. Used everything they had to open the Syracuse restaurant Now have restaurants in Rochester and on 125 th St in Harlem.
67.8% of homemakers have used BBQ sauce within past 6 months. 20% considered heavy users No demographic major skews Kraft KC Masterpiece Bulls Eye Over 100 brands available in US.
African American Women 35-54 years old. High school graduate with some post high school training, HH income average ($52K), living in the south.
What do we want the advertising to do? Who is our target? What do they currently think? What would we like them to think? What is the single most compelling promise we can make them? How do we make it believable? Is there anything else worth considering that may get to great creative work? Are there any executional mandatories?
DINOSAUR BBQ Sauce Creative Brief Product / Brand to be advertised: Dinosaur Barbeque Sauce Due Date: 10/17 What do we want the advertising to do? Persuade our target that Dinosaur Barbeque Sauce is the best damn sauce in the world to stimulate retail sales in grocery stores. Who is our target? BBQ lovers. These people are passionate about making the best BBQ in their neighborhood and will go out of their way to get exotic ingredients as long as they dont become mainstream. BBQ Bob is 27 years old, married and this is the one domestic thing BBQ Bob does. Bob was the first to grill with real mesquite wood until it was available in any grocery store then he was off to something different. Bob has tried every sauce out there and feels the need to add his secret something extra to every store-bought brand. What would we like them to think? Dinosaur BBQ Sauce is the real deal; hard core BBQ for hard core BBQ'ers! What is the single most persuasive idea we can convey? Dinosaur Barbeque Sauce. Made by Hells Angels for Hells Angels. Why should they believe it? 100,000 bikers cant be wrong. Or at least youd never tell them even if they were. Is there anything else worth considering that may help us get to great creative work? o There is a great story here; maybe even a legend if we play it right. o Its all about what bikers do when they run out of gas. Are there any executional mandatories? o Full Page 4C Ad will run in Sports Illustrated.