Zambezi | Campaign Creative Brief | Strategy and Creative
TL;DR
The Ask:
Develop summer campaign concepts to position Nature's Bakery as the go-to warm weather snack that fuels summer fun for everyone.
Audience:
Sometimes planning the right snack can make all the difference
Our Better Believers are looking for things to help make their summer planning easier and less stressful so everyone can enjoy the summertime fun.
Strategic Media Approach:
Create more unforgettable family moments this summer
The Challenge:
Parents have yet to understand how Nature’s Bakery can help elevate summer adventures.
The Campaign:
The third year that the Summer Sidekick tour will happen.
This tour builds scalable experiential programs to sample our full portfolio of bars and considering that our budget allows us to activate during one key seasonal period. Last year this tour traveled to 14 different cities across various places including beaches, festivals, sporting events, and more to reach snackers when they needed our soft-baked bars the most.
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The goal of the tour is spread snacks and smiles, bringing to life our mission of nourishing families and enabling them to thrive
The foundation of the Summer Sidekick concept is meeting consumers where they are already making memories: favorite outdoor spots, concerts, sporting events and local community events.
The Opportunity:
Amplify media efforts through omnichannel communications to bridge the gap between digital and traditional to fully leverage all creative.
My Role:
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Researched trends, audience. and competitive landscape surrounding summer activities and feelings
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Helped to craft the strategic approach and opportunity for the campaign
Cultural Force
The bar is high when it comes to the perfect family summer 90% of adults look forward to playing with their children during the summer, and 89% appreciate the importance of leisure time for adults as well.
Insight
Parents want to create summer memories, but it’s not always easy keeping the whole family happy.