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by Mary Bolling Blackiston Jana Lahitova
Advertising Practicum 2012Peter Barnet
Opening
• Start in the USA (San Francisco, CA) Introduce the culture of crepes and galettes French themed
• Start a fast food joint with both crepes and galettes
• Fast, reasonably priced, healthier than other fast foods, fun experience
Strategy
Target audience: adults, families with children (everyone)
Promise: MB & J’s makes gallettes and crepes exciting for everyone.
Reason why: They are fun to watch being prepared, and fun to eat either in or out. They are made with low-salt and calorie-conscious ingredients.
Tone and manner: MB & J’s will be portrayed as a fun place for everyone, with food they enjoy and can feel good about it.
Significant features • Customer service• Hygiene • Employees in good mood• Visual appeal of food: eat with your eyes• Fun
Brand values
• FUN for everybody (red & yellow)Funilicous (“where food is funilicous“)
• Connection/friendship between France and USA (red, white & blue)
• Healthier than McDo• French Willy Wonka factory experience
Creation of name MB&J’s
• Decided not to use the word crepe in the name, since it implies crap and crappy
• Americans often use initials when referring to each other
• Implies individualism that our joint provides, as opposite to “chain production”
• Sounds similar to PB&J (peanutbutter and jelly) – appealing to children
Brand Colors
Red: stimulates adrenaline glands in brain and instantly attracts attentionYellow: optimistic, stimulates nervous system Also…-children respond to primary colors-colors of French & American flags (red, white and blue)
Thought process: Logo
• It has to feature: Brand colors Product Fun Slogan: MB&J´s – where food is FUNalicious
Process of logo creation
Issues to solve (based on logo pre-testing) :
• Font too similar to McDonald´s • Unclear product presentation • More original slogan needed• Put the logo „on the golden crepe plate“ • More consitency between the elements of the
logo
Logo
Brand cooperation with• More funky flavors for crepes• Relevant & differentiating • Brand is fun and especially appealing to young
people • Pro fair trade, activism
Our mascots – thought process
• 19-22, male and female• Healthy, sporty, dynamic,
smiley, attractive• Able to engage customers
and make them loyal • At the early stages, create
awareness of MB&J´s• Similar to the photo, but
featuring galette and crepe
Our mascots – execution
cartoon version
Funky French chef
• Funky, funny and appealing to children
• HYGIENE standards
• Any French person that can make crepes (does not have to be haut cuisine chef)
Store design proposition
Pricing & HoursPricing• a little bit higher than McDo• 9-10 euro/menu• affordable for everyone
Hours6am-11pm (open from early breakfast to late dinner to acommodate everyone´s needs)
Package design
• Make your own Consumer adds as
much as he wants of the filling
Children learn to be more self-sufficient
It´s fun
TV Campaign: thought process• Strategy: a fun family place• An array of people in commercials (families,
old people, couples) • inspired by music video featuring lost dogs: https://www.youtube.com/watch?v=A_ziG9iHs1g• A pet is often part of American families; its
use will trigger emotions in our viewers
Scene 1• Family is window shopping together – mother,
father, a little girl, older boy and their golden retriever.
Scene 2• Whole family is looking at the shopping
window, but the dog notices something else
Scene 3• He SNIFFS something.
Scene 4
• He sniffs some more and leaves without anyone but the little girl noticing.
Scene 5
• The dog runs away.
Scene 6
• And the little girl follows him.
Scene 7• On the way, the dog meets a woman having fun
eating her galette. He is drooling over it, the woman pets him and then he quickly runs off again.
Scene 8• Suddenly the family realizes that they have
lost their little girl…and the dog! The man worries and woman freaks out.
Scene 9 • The dog keeps
running and meets another woman, enjoying her delicious crepe. The tension is building: Where can he find these crepes??
Scene 10
Relieved, the parents finally see their girl in the distance, so they follow her.
Scene 11
• The dog stops in front of a fast food joint. He found what he was smelling.
Scene 12
The girl stops after him and hugs him.
Scene 13Then the parents stop too. Wow, a new fast food joint! They look pleasantly surprised.
Scene 14• They all go inside (leaving the dog tied to a pole
outside) and experience MAGIC: friendly staff, the funny French chef and the chocolate fountain.
•
Scene 15
The chef welcomes the family in a thick French accent and dramatically flips the crepes, making it a fun show. The girl claps her hands excitedly.
Scene 16• The dog, who has been left outside, looks a little
sad. However, his eyes brighten as he sees the little girl coming outside. The girl sneaks a bite of ice-cream crepe for her little furry friend who has brought the family to MB&J’s.
Scene 17• Finally, the dog winks at the camera, as if to
say: ”That was a great place to spend lunch time with family, right?”
Commercial #1: thought process
• Use of a small child often closest with dog, triggers positive emotions & makes advertisement more memorable
• Every parent can relate to losing a child• Show product throughout the ad• Wanted to let crepes build tension
2nd Advertisement: Scene 1
An old couple is sitting on a bench.
Scene 2
Then, their small dog (who is on the leash) suddenly smells something in the air.
Scene 3
He runs off and the old couple is left there shocked.
Scene 4
After running for a second, the dog stumbles upon MB & J’s. He stops, his mouth watering.
Scene 5The dog runs into the restaurant and sees the following scene: a willy-wonka like restaurant with kids and families laughing and a chef flipping crepes/galettes. Happy, friendly people stop to pet him. “How adorable!” they say.
Scene 6
The scene flashes back to the old couple, who are walking down the street, looking for their dog. They ask people on the street if anyone has seen their dog. Everyone shakes their head.
Scene 7
The scene flashes back to the restaurant. The dog picks up a flyer of MB & J’s with his mouth (lying on the floor) and runs out of the door.
Scene 8 He runs into a young couple, who stop and kneel down to pet him (also saying that he is adorable) and take the flyer out of his mouth to look at it. They look excited about the restaurant.
Scene 9
The dog then snags the flyer out of their hands and runs off.
Scene 10
He then runs into his owners, who he got the flyer for. The old couple is happy to be reunited with their dog.
Scene 11They then take the flyer out of the dog’s mouth and look at it, pleasantly surprised. They look at the address on the flyer.
Scene 12The commercial closes with the couple and their dog walking down the street, with MB & J’s in the distance. The dog winks at the camera.
Commercial #2: thought process
• This time, we wanted to have old people• Wanted to use a different dog (a small one,
since old people generally have small dogs & and they are especially adorable)
• Let the dog experience MB & J’s this time
Commercial #3: Scene 1
A young couple is walking along the beach with their dog on a leash, holding hands.
Scene 2
The camera shows the man’s pocket, where he takes a peek at an engagement ring box. The viewer knows that he will propose.
Scene 3
The couple stops to kiss, clearly madly in love.
Scene 4
As the couple is kissing, the dog sniffs something in the air. He then runs off.
Scene 5
The woman runs after the dog. The man looks at the ring box again and sighs. Then runs after his girlfriend.
Scene 6
The scene flashes back to the dog, who is searching desperately for the smell. He runs though traffic, his owners chasing after him in the distance.
Scene 7
The dog keeps running until he finally stumbles upon MB & J’s. His relieved owners stop behind him. They look happily surprised, and intrigued, they go inside (after tying their dog to a leash outside).
Scene 8
Inside, the couple smiles as they see a very happy place. Suddenly, the man gets down on one knee in front of everyone and proposes. The girl says yes and they hug. The entire restaurant claps.
Scene 9
The commercial closes with the man and woman sitting at a table, happily eating a crepe and galette and holding hands (the woman’s shiny new engagement ring on her finger). The dog, outside, winks at the camera.
Commercial #3: thought process
• This time, wanted to incorporate a young couple and do something a bit different
• It’s a situation that many men can relate to (trying to propose to his girlfriend) and every woman dreams of.
Outdoor Advertising – thought process
• Poster should incorporate: Logo Slogan Mascots – happy, fun, amusing (galette and crepe) Fresh, healthy (healthier) and tasty looking
product that we offer Family and fun Additional advantage/information
Outdoor advertising – execution
Thank you for your attention
