Creative+Brief+-+Updated

Candice Shavalia, Josh Kehn, Matthew Kliewer, Nico Ion New Product Design –Creative Brief

We are Korova Farms Dairy, local family dairy farmers who have been in the dairy business for four generations.

Product/Purpose: Organic Dairy products, including milk. We believe that by keeping it natural and real, we can maintain the high quality and success that previous generations have had. We do not use hormones and invest in the pastures that feed their dairy cows. We believe in the interconnectivity of all things and have finally decided that the time is right to invest in an ad campaign to make more people aware of the work we do and our business philosophy. We feel that we have the right combination of land, equipment and personnel to take our product beyond the local realm into regional sales.

Who is the target audience? Who we are addressing communication to? Young, educated consumers who may/may not have a family. They are interested in eating better, promoting local farmers and doing so in a way that is not harmful to the environment. They are holistic in their view of the world.

Audience Profile: Gender - Primarily women Age - 25-40 Income Level - $40k+ Education - college graduates Computer Experience - very computer savvy Design Expectations - green, creative but without waste Cultural References - urban, whole is greater that the sum of it's part, want to lower their impact on the planet These are consumers who are willing to spend a little more for products that they perceive to be mutually beneficial – good for them, their families, the producers and the environment. We want a to deliver our message through the use of a regional magazine ad that highlights our product. We want to communicate that our product is better for them and the planet. We want people to experience and make the switch of their life.