CREATIVE BRIEF

Front Row Marketing Agency

Client / Client contact information:
Scott C. Wallace
Gardenburger, Inc.
15615 Alton Parkway, Suite 350
Irvine, California 92618 U.S.A.
Telephone: (949) 255-2000

Prepared by:
Front Row Marketing Agency
Valerie Roa-Baez, Ashlin Gomez, Mackenzie Magrath, Maurrio Brown, Kyle Carter
1. Background and Overview:
Wallace, the current CEO of Gardenburger, has sent out a request to create a fresh and modern
marketing communications campaign for Gardenburger utilizing a $5 million dollar budget. We
will be pitching the proposal to Wallace and Gardenburger executives May 1, 2017, and if we are
selected the campaign it will run until October 31, 2017.
Millennials are becoming more aware of the adverse effects of unhealthy eating leading
to a trend in the health food market. We believe that this is the perfect opportunity for to market
to millennials. Millennials are constantly searching for new ways to enjoy easily prepared foods
that can also be tailored to the individual. We want to demonstrate that Gardenburger is unique
from its competitors because customers use their creativity to customize their own burger.

2 . Competitive Analysis
Direct competitors include Morningstar Farms, Boca Burger, and Amys Garden Burgers.
Morningstar Farms highlights the tagline Just What the World Ordered which focuses on
giving their consumers a product that is not only healthier for themselves but for the planet. They
focus on allowing consumers to see the effects of cutting down their meat consumption for just
one meal a week ("Quick, Feel-Good, Veggie Cuisine"). This idea targets a different audience
than Gardenburger, who focuses on the idea of Eat Positive with simple, natural ingredients
("Simple Ingredients You Can Feel Good About."). Amys positions themselves as a brand
known for having all organic ingredients that are free of pesticides and GMOs complete with a
wide variety of vegan options, something that Gardenburger does not offer (Amys Kitchen
Promise). Boca Burger positions themselves as allowing their consumers to a variety of easy to
serve products (Boca Products). Their outward focus is less about the environmental benefits
of eating vegetarian and more about the accessibility and convenience of their products. These
direct competitors are threats because they provide a wider range of products that are not only
meat substitutes for vegetarians, but also for vegans.

3. Objectives:
These objectives are set over the next year:
1. To increase trial of Gardenburger among millennials ages 18-34 from 5% to 20% within
one year.
2. To increase awareness of the Gardenburger brand by 5% within one year.
Success will be measured by comparing pre-campaign survey responses to post-campaign
responses at various health-food stores.

4. Target Audience:
Our clients target audience are millennials ages 18-34 who desire to improve their health.
Gardenburgers audience are college and graduate students, young professionals, young parents
and on-the-go established professionals. A representation of this ideal consumer would be
Amanda, a 22 year-old college female student who attempts to eat healthy despite her hectic
schedule. Amanda is always in a rush to get from work to school so she doesnt always have
time to prepare a healthy meal from scratch. However, Amanda knows that she can create a
healthy and quick meal using the Gardenburger veggie patty as the staple in the meal.

5. Major Selling Idea:

Gardenburger is a healthy, easy to prepare, veggie burger that allows for creativity through
customization. We want to make customizing a Gardenburger with veggies and other toppings an
experience that goes beyond simply preparation and consumption among millennials.

6. Reasons To Believe:.
Gardenburgers products prepare time ranges from 2 minutes and 45 seconds in the
microwave or 12 minutes on the stove.
The Gardenburger veggie patty can be customized by incorporating different types of
toppings such as vegetables and condiments to create an entirely different flavor at each
meal
In a recent study by Cone Communications, when selling to millennials one size does
not fit all(Kaye, 2014). Gardenburgers ability to be customized to each individual helps
accommodate a multitude of different taste preferences and enhance the overall
experience.

7. Campaign:
Theme: Gardenburger is more than just a veggie patty, it is a burger that is unique to
each person through customization of toppings. We aim to convey Gardenburger as a
versatile product that brings out the creative aspect in millennials.
Tagline: Our Gardenburger, Your Way
Tone: A feeling of excitement, happiness, inventiveness, and creativity.
Visuals: We want to emphasise the garden in Gardenburger through showing all the
possibilities of customization with veggies and other toppings.
Execution: Mediums such as Youtube, Instagram, Twitter, Facebook, and other social
media outlets. We also want to utilize questionnaires and demonstrations at grocery
stores as well as booths at popular music festivals.

8. Promotion Mix:
We plan to use social media as the main promotional component as well as a TV ad for the new
image of Gardenburger. These ads will occur during TV shows that also target millennials such
as The Walking Dead (Chris Ariens, 2016). Finally, we intend to use event marketing to raise
awareness of the Gardenburger brand among millennials and thus increase trial.

9. Important Details:
We will pitch our proposal to Gardenburger May 1, 2017, and if we are selected the campaign
will run until October 31, 2017. This timeline is especially crucial for Gardenburger because
millennials, our target market, tend to be more active on social media during the spring and
summer seasons (Catania, 2017). The tagline for this campaign will be Our Gardenburger, Your
Way and will focus on the way millennials can uniquely customize their Gardenburger.
 References

"Amy's Kitchen Promise." Amy's Kitchen. N.p., n.d. Web. 27 Mar. 2017.

"BOCA Products." Kraft Foodservice. N.p., n.d. Web. 26 Mar. 2017.

"Quick, Feel-Good, Veggie Cuisine." Quick, Feel-Good, Veggie Cuisine | MorningStar Farms.

N.p., n.d. Web. 27 Mar. 2017.

"Simple Ingredients You Can Feel Good About." Gardenburger Veggie Burgers. N.p., n.d.

Web. 27 Mar. 2017.

Ariens, Chris. "Millennials Couldn't Resist Streaming These 10 TV Shows." Adweek. N.p., n.d.

Web. 16 Mar. 2017.

Catania, Lyndi. "Ideas for Seasonal Marketing Strategies." Business.com. N.p., 22 Feb. 2017.

Kaye, Debra. "Marketing to Millennials? Make It Personal and Customized." Entrepreneur. N.p.,

03 July 2014. Web. 27 Mar. 2017.

Kamila, Avery Yale. "Millennials lead food industry toward greener territory - Portland Press

Herald." Press Herald. N.p., 08 Sept. 2015. Web. 19 Mar. 2017.

<http://www.pressherald.com/2015/09/09/vegetarian-kitchen-millennials-lead-food-indus

try-toward-greener-territory/>.