SIMPLE +

SWEET CLIENT
NOV 2021

BOOK
RYLIE BIRDWELL
ADPR 4423
INTRO
Date proposed - 12th of December 2021
This is the full client book for the small
business, Simple + Sweet Creamery. The
purpose of compiling this client book is to
gain an in-depth understanding of Simple +
Sweet's current position in the market
place so that we can develop a full-fledged
creative strategy for their advertising. In
this book, you will find comprehensive
research, analysis, and creative content for
Simple + Sweet.
 CLIENT
INFORMATION
 CLIENT
RESEARC H
Simple+Sweet Creamery is locally sourced ice cream that is made in
Arkansas with 50% of their profits going towards their cause (fighting child
hunger in NWA) It was founded in 2018 by Coleman Warren who is not the
student body president at the UofA. What they are really selling is the all
natural and locally sourced ingredients state that their ice cream is “premium”
and that they have the creamiest ice cream in the world because it is made
with 14% butter fat content; also their main push is for people to buy ice cream
so that they can feed the food-insecure in NWA.
Their advertising is done on social media platforms like Instagram and
Facebook. They have a decent following on these social media pages, but I
think they should do more advertising on campus as well as weekend specials
to get more traffic.

Simple+Sweet is local to the Northwest Arkansas Area, but they do not

have a storefront and they are an online business. They sell at the
farmer’s market, which is good because they are targeting people who
like local, all-natural ingredients; the motive is to get them to buy the
creamiest ice cream in the world and in turn they will help feed children
who are food-insecure (they get the delicious treat they crave and they
also gets to feed a child in need).
They fit into the ice cream marketplace because of the ingredients and
creaminess, but they are unique in that their cause is to make a
difference in this area. This brand will stick out because it is advocating
for a greater cause to end childhood hunger in NWA.

 S.W. O. T. S.W.O.T. analysis aims to identify

ANALYSIS
Simple + Sweet's strengths,
weaknesses, opportunities, and
threats so that we have a clear
perspective on where to
grow and improve.
strength, weakness, opportunities, threats

Strengths:
-will deliver for free to wherever you live after you buy three pints
-quick to respond to market changes (the pandemic)
-good recognition within the university (student body president co-founder)
-affordable product
-use local ingredients from other companies in their product

Weakness:
-social media posts promoting cause for their nonprofit
-only at the Famer’s Market in Fayetteville and delivers to the NWA
area
-it is only available online to order (freshman save money on Andy’s)

Opportunities:
-begin to cater towards other areas/larger cities in Arkansas
-outreach and pair with food pantry on campus
-projects within mcmillian innovation studio

Threats:
-They only have certain flavors available
-larger competitors get more market share and have a more reputable
name
-local ingredients could raise prices, causing them to hire their cost
-Being a delivery only ice cream place, limits advertising and customers
just coming in to try the product and it spread through WOM
CUSTOMER PERSONA
 CUSTOMER NEEDS
Needs statements express the specific needs our creative
strategy will be targeting and promoting. Selling statements
creatively and concisely express those needs in a headline-like
fashion.

Stimulation: Simple+Sweet Creamery offers locally sourced, creamy ice cream

that is unique to them. They have 4 unique flavors that will stimulate the
palette and they collaborate with other local businesses on using their
products in their ice cream. Those looking to have some of the creamiest and
most unique ice cream will purchase Simple+Sweet.

“Try the simple life. It’s pretty

sweet.”

Nurturance: Those who want to support ending childhood hunger in the NWA
area will buy this ice cream because 50% of their proceeds go towards that.

“It only takes something simple to

make a big change.”
 STRATEGIC
APPROACHES
Generic claim: “Life is melting away, enjoy it while it lasts.”
In this ad I would like to have someone driving down the road
with an ice cream cone that is melting with them smiling and
enjoying their life and it is super sunny in the image, which
would explain why the ice cream cone would be melting. I then
would have the lettering be in pink to contrast the blue sky. I
would have the car be a white Rav 4 and the car would be
driving on the road in.

Product feature: “Try something you never have before with

our 4 unique flavors.”
In this ad, I would have 4 bowls of ice cream in each corner of
the ad with a white background. Then I would have each of the
unique flavors in the bowls with the raw ingredients sprinkled
on the outside of the bowls going in towards the center. Then
in black lettering I would have the saying be centered in the ad.

Unique selling proposition: “End childhood hunger one scoop

at a time.”
In this ad I would have the outline of an ice cream cone on the
left and black lettering inside the image with the selling
statement. I would have a picture of young kids on the right.
There would be a fade from the ice cream cone to the image on
the right. The color would be in color to bring the ad some life.
The ad would be simple, but it would get across the message of
the company.
 STRATEGIC
APPROACHES
Positioning: “Shop local. Shop Simple+Sweet.”
In this ad, I would have an image of someone holding the
product in their hand in front of different local businesses that
Simple+Sweet pairs with in their ice cream flavors in NWA. It
would be a grid like picture with 2 of the boxes images, and 2
with text in them. The top left box would say “shop local” and
the bottom right box would say “shop Simple+Sweet.” This
would target people that live in NWA where most people
advocate shopping locally and encourage them to continue to
do that with shopping Simple+Sweet.

Brand image: “Nobody ever turns down something sweet in

life.”
In this ad I will have white lettering with the saying in blue to
symbolize cold ice cream. I then would have the pint of ice
cream sitting on the table which is white, with a white
background. So the ice cream is sitting there, tempting to eat
because it looks so good. The lettering would be in a type that is
like a typewriter.
 STRATEGIC
APPROACHES

Lifestyle: associate the product with a way of life; “Keep life

simple. Keep life sweet by giving back to your community.”
In this ad I will have a hand in the middle of the picture coming
from the right side (horizontal) with the pink of ice cream in
their hand and the saying from above would outline the top of
their arm. The lettering would be more of a bubble typeface in
the color yellow or pink to bring a bright pop of color. Then it
would have the local food pantry for ending childhood hunger
in the bottom left-hand corner.

Attitude: “If you need a minute. Take one.”

In this ad I will have a college aged person sitting in their
apartment with their feet up on the couch and them enjoying a
bite of Simple+Sweet ice cream. Everyone needs a minute to sit
back and take a break. So they associate enjoying the quiet and
the simple moments of life with eating ice cream and enjoying
themselves.
 CREATIVE BRIEF
We aim to establish Simple+Sweet Creamery as the choice for adventurous, kind-hearted, and fun people,
looking to satisfy their sweet tooth. Our advertising presents how simple, fresh, and amazing our platform is
and how we use our ice cream to benefit the local community. Our target audience is young adults that are in
college or fresh in the working field, compelling them to buy the ice cream, donating 50% of the profits to
feeding kids in NWA and supporting local businesses. They will want to buy because it is their peer that
created this business, the student body president at the University of Arkansas.

Creative Strategy Statement: We aim to establish
Simple+Sweet Creamery as the choice for adventurous,
kind-hearted, and fun people, looking to satisfy their sweet
tooth. Our advertising presents how simple, fresh, and
amazing our platform is and how we use our ice cream to
benefit the local community. Our target audience is young
adults that are in college or fresh in the working field,
compelling them to buy the ice cream, donating 50% of the
profits to feeding kids in NWA and supporting local
businesses. They will want to buy because it is their peer
that created this business, the student body president at the
University of Arkansas.
Summary of Key Facts: This ice cream company was
founded by the student body president at the University of
Arkansas. The target audience is college aged students, or
young adults. Also, could include families with young kids to
target mothers and fathers to help them want to support
feeding kids in NWA. The company donates 50% of its profits
to donating meals to kids at the NWA food bank and they
have already donated over 12,500 meals. So we are
encouraging them to shop local, and we make it simple for
them to make a difference in their community. Also, we want
to make it so fun and inviting to buy our ice cream.
Communication Objective: We should make consumers
want to act on buying our delicious ice cream, that has
unique flavors they have never tried, and making a
difference in the local community. We are to make it look
sweet and simple and to cast the vision of joy, love,
generosity.
Target Market:
Demographics:
·18-25 years old
·College student/ young adult
·Lives in the NWA area or goes to school at the UofA
·Earning undergraduate at Walton College of Business
Psychographics:
·Creative and very outgoing, very sociable because she
likes to go to events like the farmer’s market
·Involved in volunteer opportunities in the community
like the food pantries
·Enjoys hanging out with their friends by going to get ice
cream
·Prefers social media post and word-of-mouth reviews
to purchase the ice cream

Primary Competition: Our competitors are going to

Definition of the Primary Advertising Problem: This
product let’s you donate to a cause and let’s you enjoy
something that you love, it’s a win-win situation. This is
unique because no other ice cream company does this, and
it is similar to Taco’s for Life, which is Mexican food not ice
cream. So they can come have dessert that makes a
difference too. We want to make sure that we really hit on
how they use local ingredients in their artisan ice cream,
which makes it super creamy. They want to advertise that
they donate to the food pantry, but don’t want that to be
their sole focus. We need to establish that the ice cream is
worth purchasing first, people won’t continue to buy for the
cause if the ice cream is not good.
be brands like, Ben and Jerry’s, Andy’s, Braum’s, and any
ice cream that is easy to go pick up at the store. We will
have to overcome that you can get a whole pint of ice
cream for the price of a small concrete at Andy’s, but
also if the price of the local ingredients goes up, then
then the price increase could deter people. This is a
new company that just opened a food truck in NWA so
that people can have access other than online to their
ice cream. The future goals are to have it become the
place that college/young adults chose to go instead of
other ice cream places. They are low in the market since
they are new and so they are still trying to get their
name out there to compete in the market, and they
have a small social media following, but good aesthetic.
 CREATIVE BRIEF

Key benefit: The basic benefit is that you get to eat ice
cream, which you enjoy, and you also get to donate to
feeding a child in NWA. What other ice cream company
is making a difference in your every-day lives and
someone else’s too?
Mandatories and Limitations:
Please use the Swiss and late modern era for the design
of the ads
·logo: Simple + Sweet Creamery
·Slogan: “Have a little, help a lot”
·Contact information: simple-sweet.com;
coleman@somple-sweet.com
·visuals must be created for these ads

·I like having a white background for most of the ads,

Support: Simple + Sweet has already donated over
12,500 meals for the NWA food bank. 50% of our
proceeds go towards continuing to make this a reality
for our community and children.
with black lettering for the logo or slogan. If it is just an
image of the ice cream, I would like it to have some of
the ingredients spread out on the sides, and then just
someone or something fun with the ice cream as the
focus

Tone: tone should be light-hearted, and funny since it is

ice cream. We want users to feel like it is fun, easy, and
simple to buy this ice cream, which in term helps feed kids
in the community. These adjectives should give them a
sense of simple and sweet satisfaction, not just for
themselves. The visuals will be very simple or a picture of
people holding the ice cream in a very fun location or
outdoors to get the message of fun and sweet. You could
also use an advertisement where they have a kid holding
the ice cream with a big smile and then the logo of the
food pantry in NWA. The style, I would like to use is Swiss
with colors from late modern. I also would not mind using
a font that is from late modern, but I want the ad to be
very simple.
 CLIENT STORY

"You experience your first breakup…. You go get ice cream.

When you experience a big victory in life…… you get ice cream
to celebrate.

To fight childhood hunger…. You buy ice cream

It’s simple…. Ice cream is for every occasion."

Simple + Sweet Creamery

CLIENT STORY
HEADLINES AND
VISUALS
#1

#2

#3
HEADLINES AND
VISUALS

#4

#5
 CREATIVE
EXECUTION
Print Poster
Print Poster Mock Up
Postcard
Postcard Mock Up
Magazine Ad
Magazine Ad Mock Up
Social Media Ads

Facebook:
Instagram:

Twitter:
Radio Ad Script

AGENCY: CREATIVE STRATEGY

CREATIVES: RYLIE BIRDWELL
PRODUCER: RYLIE BIRDWELL
CLIENT: SIMPLE + SWEET
SONG: ADOBE STOCK

MUSIC: GUITAR PLAYING

RYLIE: “ONE PINT OF ICE CREAM. 12 FLAVORS OF

SUPER PREMIUM ICE CREAM DELIVERED RIGHT TO
YOUR DOOR.”

MUSIC STRUMS

RYLIE: “INGREDIENTS SOURCED FROM LOCAL

FARMERS AND HALF OF THE PROFITS FIGHTING
AGAINST CHILDHOOD HUNGER.”

RYLIE: “VISIT SIMPLE + SWEET.COM TO CHECK OUT

OUR NEWEST FLAVORS.”

RYLIE: “SIMPLE + SWEET, HAVE A LITTLE HELP A

LOT.”
 THANK YOU

THANK YOU FOR TAKING THE

TIME TO LOOK THROUGH MY
IDEAS AND DESIGNS FOR
SIMPLE + SWEET CREAMERY'S
ADVERTISING.