HELPING SHAKE 'N BAKE STAND FOR SELF-CONFIDENCE
THE ASK: REVIVE A STALE BRAND A FIND ITS NEW SENSE OF PURPOSE
The rise of convenient home cooked meal replacements and decreased time spent cooking has shifted cooking from a routine to an unfamiliar challenge.
It was created in the 1960s in response to the growing popularity of fast food. It was the perfect solution for housewives who wanted the taste of fried chicken, without the hassle.
TARGET: CONVENIENCE COOKERS
The current consumer is primarily middle-aged conservative women in the Midwest. We knew we had to find a complementary target with similar values and lifestyle. We targeted new parents (22-39) that are struggling with balancing their family obligations and hectic work schedule. Despite their serious need for easy to prepare foods, most consumers agreed they have an interest in cooking and would love to explore it more if they weren't so busy. During a social scour, we found that the brand gave customers a feeling of confidence in the kitchen.
FRom Convenience to confidence:
To help consumers feel less intimidated in the kitchen, we have three steps
Interpretation: help consumers reimagine the kitchen as a place where they have control
Repetition: make every meal as an opportunity to build your skill set and learn
Self-Affirmation: Be the voice in the back of their heads coaching them through it
Shake 'N Bake is a gateway to better cooking.
Self-confidence can make a home cooked meal an everyday achievement.
the champion of those intimidated by home cooking
CREATIVE IDEA: FOR COOKS WHO DON'T
BRANDING + PACKAGING + PRODUCT
Our new logo gives Shake 'N Bake a fresh look and allows the brand personality to shine in each individual flavor.
The new design cuts down on excess/unnecessary packaging, makes it easier to measure/apply the breading, and extends the value of the product beyond a single use. The separation of the spices/breading increases the users involvement and also allows novices to learn while they cook.
- The launch of marinades allows the brand to step outside of just the breading aisle and continue providing value during the "preparation" stage of cooking. Many consumers purchase Shake 'n Bake to mask the flavor of their bland meat product and marinades will add another layer of flavor to the meal.
BranD ESSENCE VIDEO
Point-of-sale methods will allow us to reach our target when cooking is top of mind. These ads will catch consumers’ attention as they are walking through the aisle and communicate our new product line extension into marinades. We will place island-style displays in the frozen aisles near the frozen chicken to encourage shoppers to spice up their dinner. We slo printed our manifesto onto bags.
OUT OF HOME
To reach a wider audience, we recommend using billboards with placements near fast food restaurants. As consumers are driving home from work or on their way to the drive thru, we can remind them of the importance of cooking at home. Although we may not stop them as they’re making a split second decision, we can lead them to question why they aren’t making a meal for themselves.
To target millennial parents, we will place our print ads in popular parenting and cooking magazines. We want to remove the intimidation and complexity out of cooking in the kitchen.
DIGITAL (SPONSORSHIPS + AD BUYING)
In 2014, “How to Cook That” became one of the ten most popular how-to searches on Google. Rather than creating our own social channels, we wanted to utilize product placement and influencers to more closely associate the brand with simple, affordable, family-oriented cooking. By creating co-branded content with food bloggers, we could influence the 40% of millennials that said they choose a brand featured in a recipe (if they believe it will add a unique flavor). Similarly, we could sponsor popular cooking shows on Youtube and complement them with pre-roll ads. We know that 68% of millennial moms said they watch instructional videos while they cook and 59% of 25-34 year olds cook with either smartphone or tablets handy.
Art Director - Anne Marie Wonder
Art Director - Shannon Smith
Copywriter - Scott Lucien
Experience Design: Emily Reese
Creative Brand Manager - Whitney Paul