DISRUPTION

5.4.2016

THE CHALLENGE

Add value to the FEED Brand and offering

Grow awareness & loyalty

DESIRED OUTCOME / GOALS

Grow community of 1000 subscription customers

in 3 months

THE PROBLEM

THE PROBLEM

WOULDN’T IT BE GREAT

To enjoy healthy grub without the hassle of

preparing it yourself or spending your precious lunch

hour in a queue.

“We believe that a life starved of adventure, music, great people and beautiful food is

no life at all. Feed your life well”

FEED creates deliciously nutritious lunch boxes to feed Dublin’s hungry foodies.

RESEARCH TOLD US…

60% Liked the Food

66% Would get it delivered for lunch

But…But…

Some barriers remain

“I want to get away from my desk for lunch”

It’s a bit bland

“A Salad is boring

on its own”

I want more choice

SPICE IT UP

But its not just about the food…

It’s about creating a brilliant lunchtime experience

VAGUE TARGET AUDIENCE

So, to overcome this barrier…

“I want to eat consciously and creatively

but I know there is a balance between healthy, whole

foods and reality of getting it in work for lunch.

“We’re sick and tired of being sick

and tired. We want to eat well and hang out

with adults for lunch!

“I have a wholesome and

compassionate approach to life & that extends to the

food I eat too”

1.DEFINED TARGET AUDIENCE

2. ENHANCING THE BRAND ESSENCE

Fresh Healthy Socially-

Conscious

Creative Mindful Exciting

Adventurous Fun

Convenient Responsive

Intuitive Performance

GOODNESS CREATIVE ADVENTURE

DELIVERED

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G E N I U S

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T R I B E S

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B R I L L I A N TL U N C H T I M E

E X P E R I E N C E

}3. THEMES FOR CREATIVE CAMPAIGN

Teasertuesday

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Thinkersthursday

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be kind to your mind with adult art colouring mandalas, brain teasers and weekly creative adventures

INTERACTIVE PACKAGING

mondaYMindful

Destress with adult colouring

+

winterWrap-up

SPRINGForwardAU

TUMN

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S U M M E RS izzlers

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SEASONAL “EAT FOR COLOUR” MENU

quarterly promos & occasional specials

3 INGREDIENTS FOR A BRILLIANT LUNCHTIME EXPERIENCE

1. great grub 2. creativity 3. sociability

creativity / mind / senses / conscience / tribe / genius ...f r e s h , f u n , w h o l e s o m e f u e l t o f e e d y o u r L i f e

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