INTRODUCING

Dinosaur BBQ Sauce

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.

Situation

The Process:

Define the problem we are going to solveWhat do we know about BBQWhat do we know about Dinosaur BBQWhat is the BIG IDEA?Write Creative Brief

Your Client: Dinosaur BBQ

What is the primary problem you must solve for

Dinosaur BBQ to be successful?

True BBQ fanatics are never 100% satisfied…BBQ has its own brand image.

What do I know about BBQ?

Who do you want making your BBQ?

Where should your BBQ come from?

What kind of music do you want playing when you eat BBQ?

Which restaurant has better BBQ?

This is where great BBQ come from!

This is your dad. Not a real BBQ man.

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 125th St in Harlem.

What do we know about Dinosaur BBQ

Name everything good about Dinosaur BBQ

Name everything negative about Dinosaur BBQ

67.8% of homemakers have used BBQ sauce within past 6 months. 20% considered heavy users

No demographic major skews Kraft KC Masterpiece Bull’s Eye Over 100 brands available in US.

Competition: MRI

African American Women 35-54 years old. High school graduate with some post high school training, HH income average ($52K), living in the south.

Ground Zero Target

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?

Let’s write the creative brief

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 don’t 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 Hell’s Angels for Hell’s Angels.

Why should they believe it?100,000 bikers can’t be wrong. Or at least you’d 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 It’s 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.

What do we have to work with?