The task was to develop a new product and create a suitable advertising concept for this. The product we have developed is a line expansion to the minced meat chopper «Hackit».
Splitit is a kitchen tool that helps you to cook in a fast and simple way. It divides the frying pan into several parts, so that you can cook several things simultaneously, without mixing the food.
The product is made of silicone so that it can withstand high temperatures.
Sketch
There is a heavy magnet located in the middle part to give substance, so that the parts will have enough strength to remain stable in the pan, and the ingredients and grease does not overflow in another part. In addition to the heavy magnet in the middle part, there are also magnets in each "foot". This makes it possible to take the parts on and off as desired. This way you can choose how big each part should be, or if you just want to share the pan into two parts.
At the bottom of each "foot" there are two thin "stripes" which protrudes a few millimeters from the part. This way it will be possible to turn the product on the pan, without mixing the ingredients and grease.
Splitit is easy to clean, because the parts are made of silicon. It is also possible to wash Splitit in the dishwasher. The product will be available in three different colors; black, pink and blue.
USP:
Unique. Only one of it’s kind on the market.
UBR:
A kitchen tool that makes it possible to fry several things at once, thus faster cooking.
Goals:
- Become as strong on the market as "big brother" Hackit
- Sell at least 10 000 products during the first three months on the market
- Have a steady increase on the market, and emerge as a leader above any potential future competitors
- Sell at least 10 000 products during the first three months on the market
- Have a steady increase on the market, and emerge as a leader above any potential future competitors
Target audience:
Primary: People living alone who are interested in using less time cooking, and in addition tends to be concerned about having a healthy diet.
Secondary: Students and young people who live in multi-occupied houses, that faces the same challenges as the primary target audience.
Tertiary: Families who make more diverse food depending on wishes and needs within the family.
Concept:
Splitit will primarily solve the problem of time pressure, and the message of the campaign is both to show how the product works and what problem it solves.
Commercial/advertising film:
Storyboard
The film lasts for two minutes and are led by master chef Ørjan Johannessen who will be used as a front figure for Splitit. He is an award-winning Norwegian chef, and is the gold winner of Bocuse d'Or 2015. In the film, he shows how to make a simple dinner using Splitit, and how the product works. He shows the cooking step by step, while he talks about the importance of a healthy diet and nutritious food. The film will be distributed in social media and as an ad film on webcast tv and YouTube.
Brochure:
Frontpage
The brochure demonstrates how Splitit works. It consists of four pages where the front is the main element that shows how the product works. You can see that there are holes in the front, where the ingredients are. When opening the brochure, and the product is removed, one can see what happens in a frying pan if you do not use Splitit as a tool in cooking. The brochure also contains information about the product, and the reader is directed to the campaign website.
The brochure will be distributed in the grocery stores where Splitit will be distributed. In the stores there will be a shock seller, where one can find both the product and the brochure. The brochure will also be an attachement in the selected newspapers weekend magazines.
Campaign website:
The website will give the target audience access to published cooking videos, product information and user tips. They will also have the opportunity to order the product home or to find recipes that are designed for the use of Splitit.
PR:
It will be sent press releases to two national newspapers, five local newspapers and two online newspapers. It will also be sent press releases to two different bloggers. The bloggers will receive the product so that they can test it.
