Advertising brief for the launch of Müller "Crunchy Fantasy" ice cream

Client / Client contact information:

Müller Dairy UK

http://www.mullerdairy.co.uk/                 

Project: 
Campaign for the launch of a new ice cream product " Müller Crunchy Fantasy" ice cream

Prepared by:

Monica Ignat

10006575

igna1_10@uni.worc.ac.uk

1. Background / Overview:

Ice cream penetrates the market with more than 80%, the sales in 2012 reaching £1.1 billion. The market is constantly growing, the sales increasing by 10.4% since 2010, therefore launching a new ice cream product will be a good opportunity. The customers that buy Müller Corner are also the ones that purchase ice cream from different brands, and all we need to do is start persuading them to buy the Müller ice cream.

This is a campaign for the current customers of Müller Corner. We want them to try the new Müller "Crunchy Fantasy" ice cream, which will have the same range of flavours as the Müller Corner range. In certain publications the adverts will come with a coupon for a free ice cream to appeal customers.  

2. What is the objective, the purpose of the ad?

We want people acknowledge the launch of the new Müller "Crunchy Fantasy" ice cream and start buying the product as a regular.

3. Target audience: who are we talking to?

This campaign will be aimed specifically at the existing Müller Corner customers on the UK market. Ice cream is particularly appealing to women and the wealthy, which have above-average consumption. Also for the on-the-go consumers that live in one-person households. 
The primary target will be ABC1 women over 35 years old and C2DE women between the ages of 16 to 34, because they are the ones that are more likely to go shopping for groceries.

4. What's the single most important thing to say?

Müller Crunchy Fantasy combines the fun of Müller Corner with the amazing taste of the ice cream.

5. What are the supporting rational and emotional 'reasons to believe and buy?'

1. It's from Müller - the brand that they already know and purchase

2. They get a coupon for a free ice cream in specific publications

3. It will have the great range of flavours Müller Corner has

6. What else will assist creative development?

User quote: "So good you'll want another CRUNCH!"
                    "Nobody puts this ice cream in the corner!"

More info: More information will be found in the previously done report.

Insight: Adults living in one-person households are less likely to purchase ice cream due to the limited freezer space and they practice the on-the-go consumption when they buy ice cream from a van, a newsagent or a corner shop. The Müller Crunchy Fantasy cone is a solution for them. They will also be sold in packs of 5 for the consumers who live in large households.

7. Schedule: What do we need from the creative team? When do we need it?

1. Date 08.02.2013 - presentation and report regarding the expansion in the ice cream market

2. Date 17.02.2013 - initial creative review of rough pencil sketch ideas.

3. Date 22.02.2013 - final ideas for print advertising (computer made).

4. Date 08.03.2013 - final storyboards for TV/Cinema adverts.

5. Date 12.04.2013 - final ideas for radio adverts.

6. Date 26.04.2013 - [ digital, print, video, other ] final material delivered to broadcaster / publishers.

References: 

AdCracker (2012) Sample "Classic" Creative Brief for 2013. [Online]. Available from: http://www.adcracker.com/brief/Sample_Creative_Brief.htm [Last accessed 19th February 2013]

IPC Advertising (2012) Audience Uncovered – Upmarket Women. [Onlline] Available from: http://www.ipcadvertising.com/consumer-insight/2010/aug/23/audience-uncovered-upmarket-women [Accessed 19th of January 2013].

MINTEL (2012) Ice cream – UK - July 2012. [Online]. Available from http://academic.mintel.com.atlas.worc.ac.uk/display/590246/?highlight=true [Last accessed 19th January 2013]

MINTEL (2012) Yogurt and Desserts - UK - July 2012. [Online] Available from: http://academic.mintel.com.atlas.worc.ac.uk/display/590217/?highlight=true [Accessed 9th February 2013].

Stones, M (2012) Scoop of the year. [Online]. Available from: http://www.foodmanufacture.co.uk/Manufacturing/Scoop-of-the-year-ice-cream-sales-top-1bn [Last accessed 19th January 2013]