THIS WAS THE BRIEF WE RECEIVED
Objective : To develop Daily Fresh into a premier food outlet and market leader in India.
Who are we talking to? : Core consumer segment will be Middle Class: 25-44, Male and Female;
An annual income between Rs 3.4 lakh to Rs 17 lakh (at 2009-10 price levels) falls in the middle class category.
Currently India has 31.4 million middle class households (160 million individuals).
Describe them :
Middle Income Group - 24 - 50, M & F. May have a cook/maid. Dual income working families. Have no time.
Climbing up the social ladder. Have high aims, hard workers and ready to pay for quality of life.
May not have travelled abroad but aspire international flavours. Love McD, Pizzahut. Primarily watch regional movies.
Very Aspirational. Hard working lifestyle. Ready to sacrifice their wants to provide better for family.
Logical decision makers. Once a week restaurant goers. View brands as a measure of social progress.
Middle to Upper Income Group - 24 - 50, M & F. A typical IT audience. Dual or single income families. Car owners. Affluent. Love english movies. Foodies, watch masterchef. Have Maid. Cooking is a stress reliever and Hobby.
Like to barbeque. Active Social life. Take vacations. Stressful lifestyle. Ready to sacrifice money for quality to life. Emotional decision makers. Frequently visit Restaurants.
Who are we talking to? : Core consumer segment will be Middle Class: 25-44, Male and Female;
An annual income between Rs 3.4 lakh to Rs 17 lakh (at 2009-10 price levels) falls in the middle class category.
Currently India has 31.4 million middle class households (160 million individuals).
Describe them :
Middle Income Group - 24 - 50, M & F. May have a cook/maid. Dual income working families. Have no time.
Climbing up the social ladder. Have high aims, hard workers and ready to pay for quality of life.
May not have travelled abroad but aspire international flavours. Love McD, Pizzahut. Primarily watch regional movies.
Very Aspirational. Hard working lifestyle. Ready to sacrifice their wants to provide better for family.
Logical decision makers. Once a week restaurant goers. View brands as a measure of social progress.
Middle to Upper Income Group - 24 - 50, M & F. A typical IT audience. Dual or single income families. Car owners. Affluent. Love english movies. Foodies, watch masterchef. Have Maid. Cooking is a stress reliever and Hobby.
Like to barbeque. Active Social life. Take vacations. Stressful lifestyle. Ready to sacrifice money for quality to life. Emotional decision makers. Frequently visit Restaurants.
Action : What exactly do we want them to do? Go to Daily Fresh, taste, buy and enjoy the their life.
Promise : What is the one thing that we can say to get them to do this?
Get the healthiest, freshest and most delicious non-veg foods at your favorite Daily Fresh mart.
Get the healthiest, freshest and most delicious non-veg foods at your favorite Daily Fresh mart.
Proof : Why should they believe it?
Suguna has poultry factories and network factories with the highest of quality standards in most districts all over India.
The existing line up of frozen chicken does provide a variety of tasteful options.
The new idea of “World Cuisines Live Kitchen” further broadens the spectrums of flavor, taste and experience.
This enables to deliver food produce that is fresh, healthy and tasty. Their Quick Service Restaurant (QSR) concept of Crisp n' Crunch also needs to be promoted as a tasty entertainment option for the audience.
Suguna has poultry factories and network factories with the highest of quality standards in most districts all over India.
The existing line up of frozen chicken does provide a variety of tasteful options.
The new idea of “World Cuisines Live Kitchen” further broadens the spectrums of flavor, taste and experience.
This enables to deliver food produce that is fresh, healthy and tasty. Their Quick Service Restaurant (QSR) concept of Crisp n' Crunch also needs to be promoted as a tasty entertainment option for the audience.
Media : Print Ads in newspapers and TV ads during primetime programs are the best connection points.
Tone : What should the attitude of this advertising be?
Experience the joys in life. Food is fun. Enjoy every bit of it. Delicious, Tasteful, and Smart.
Experience the joys in life. Food is fun. Enjoy every bit of it. Delicious, Tasteful, and Smart.
Tagline : Go Healthy, Enjoy Life
This was the logo the agency chose to promote, these were some of the other options.
