Righteous Foods Creative Brief

Righteous Foods: A Healthy New Way to Eat Out

Date:
Client:
Project:
Prepared by:

April&12,&2016
Righteous&Foods&
Eat&Right,&Eat&Righteous&
Lindsey&Lambert

Background/Overview:
Righteous*Foods*is*a*restaurant*serving*healthy*food*options*to*the*Fort*Worth*community.*The*
company*offers*a*variety*of*healthy*food*choices*for*breakfast,*lunch*and*dinner.*These*meals*are*
made*from*organic*or*natural*food*and*are*tailored*to*health*conscious*individuals*who*live*an*
active*lifestyle.*Opening*as*one*of*the*first*health*initiated*restaurants*in*the*area,*it*allows*the*
company*to*have*a*majority*of*the*market*share.*With*only*having*one*store*in*operation,*there*are*
three*main*men*behind*the*company;*the*Executive*Tastemaker,*Captain*Cook,*and*the*Kitchen*
Assassin.*The*restaurant*is*relatively*new*to*the*Fort*Worth*community,*when*it*opened*its*doors*
on*October*24,*2014.***
*
STRENGTHS
+Differentiation+from+other+restaurants,++
+Strong+social+media+presence,+
+Community+outreach++
OPPORTUNITIES

+Rising+demand+for+healthy+food+options

WEAKNESSES
+Expensive+costs+for+organic+foods,++
+Variation+of++fresh+food+availability+
(seasonal)
THREATS

+Increasing+food+competition+in+the+market

*
Objective(s):
The*advertising*objective*is*to*make*the*target*audience*20%*more*aware*of*this*unique*healthy*
food*restaurant*after*four*months*of*the*campaign,*so*they*are*interested*enough*to*stop*by*the*
restaurant.**

Target audience:
The*target*audience*comprises*of*younger*individuals*who*are*health*conscious*and*live*an*active*
lifestyle.*They*are*around*the*ages*of*20*to*35*years*old,*have*a*middle*to*upper*class*income,*and*
are*typically*single*or*in*a*relationship*but*usually*remain*unmarried.*They*are*health*conscious,*
live*a*relatively*active*lifestyle*and*tend*to*use*social*media*frequently.*They*are*willing*to*spend*
more*money*to*get*better*quality*products.*They*mostly*comprise*of*potential*users*who*are*
unaware*of*the*restaurant.*These*individuals*seek*out*quality*in*the*food*they*are*eating,*and*will*
return*regularly*if*they*find*good*quality*healthy*food.**These*individuals*live*close*to*the*Fort*
Worth*community.**

Consumer need/problem:
Advertising*should*address*the*need*for*healthier*food*options*in*the*Fort*Worth*community.*
Advertising*should*have*an*informational*motive,*emphasizing*that*the*target*market*now*has*a*
restaurant*that*caters*them*that*did*not*exist*before.*It*should*have*an*emotional*appeal,*allowing*
the*target*market*to*feel*relived*they*now*have*a*healthy*food*option*they*can*go*to*in*their*own*
community.**

Positioning:
The*main*positioning*point*is*that*this*product*differentiates*itself*from*all*other*restaurants*in*the*
Fort*Worth*area*by*serving*only*all*natural*or*organic*prepared*foods.*The*personality*of*the*
restaurant*is*a*fun,*quirky*place*that*gives*off*a*natural*feel,*along*with*serving*food*made*with*
naturally*made*ingredients.*Advertising*should*deal*with*the*unique*factor*that*the*restaurant*
holds,*emphasizing*there*is*no*other*restaurant*like*it*in*the*Fort*Worth*area.*They*should*also*
focus*on*the*weakness*that*the*company*has*of*price,*emphasizing*to*potential*customers*that*the*
quality*is*more*important*than*the*cost.***

Placement:
The*placement*of*the*advertisements*should*be*in*places*that*reach*as*much*as*the*target*market*as*
possible,*seeing*that*the*advertising*goal*is*to*make*them*aware*of*this*restaurant*and*encouraging*
them*to*stop*by.*The*message*will*be*communicated*through*social*media*platforms*and*through*
special*event*sponsorship.*Looking*at*the*target*audience,*it*shows*that*these*individuals*live*active*
lifestyles*and*are*health*conscious.*To*communicate*the*companys*strategic*message*with*these*
individuals,*the*company*should*be*sponsoring*local*special*events,*like*marathons,*sport*
competitions,*or*food*markets.*These*sponsorships*should*occur*in*the*spring*through*early*fall,*
capitalizing*on*the*fresh*produce*seasons.*These*individual*are*also*young,*so*social*media*vehicles*
are*also*important*to*advertising*in.**
*
Tonality:
The*approach*to*advertising*should*take*on*a*light,*fun*tone*that*makes*viewers*want*to*go*to*this*
fresh*product*restaurant.*The*copy*will*be*upbeat*and*positive,*encouraging*a*healthy*lifestyle*
while*promoting*the*restaurant*as*a*healthier*option*to*eat*out.*It*should*also*show*the*restaurant*
as*a*solution*to*the*need*of*a*health*conscious*restaurant*in*the*Fort*Worth*community.**The*
shortTterm*emotional*description*of*the*advertising*strategy*will*be*used*to*excite*the*target*
audience*to*try*this*restaurant.*In*the*long*term,*this*will*contribute*to*the*strong*brand*equity,*
because*these*once*these*individuals*try*the*restaurant,*they*will*become*brand*loyalists*because*of*
the*relatively*low*healthy*food*alternatives*in*the*area.*