Pinterest
+
+ Grocery Chatter/ Grocery Gadget
Creative Brief
The challenge: Streamline the online recipe process by creating an app that stores recipes and allows users to “check in” to recipes when they make them. In turn, the app will also suggest recipes to the user based on data gathered from his or her Pinterest account as well as information entered into the user’s profile (vegetarian, likes healthy food, etc.), and new recipes will be posted to the Pinterest account as they are added on the app. The app will be sponsored by KitchenAid and will include product placement, but its main purpose will be to associate the utility of the app with KitchenAid.
2) Who is the target audience?
The target audience is cooking enthusiasts, upper-middle class housewives, and food bloggers - using apps, smart phone owners, chefs/restaurant business
3) What does the audience currently think about the brand or group?
KitchenAid is most often associated with quality in kitchen products. It is geared toward an audience that has an appreciation/understanding of cooking.
4) What would we like the target to think and feel?
KitchenAid is the go-to brand for utility, organization, and innovation in the kitchen. KitchenAid simplifies and improves life in the kitchen.
5) Which facts, evidence, or thoughts will assist in this change of thinking? How can we support our proposition?
6) What is the brand essence?
Quality, usefulness, style.
7) What is the key emotion that will build a relationship with the core audience?
The emotion to market to is frustration with either lack of recipe organization or lack of ideas for recipes.
8) What media will best facilitate our goal?
A mobile app that connects with Pinterest and Grocery Gadget.
9) What are the most critical elements? What is the budget?
The app for recipes is most important as well as the data the user enters on their account.
10) What is the single most important takeaway?
The KitchenAid brand and app simplify and improve the kitchen experience.
11) What do we want the audience to do?
Buy more KitchenAid products as well as drive more traffic to the KitchenAid website. Also, they want to associate the brand with the usefulness of the app.
The challenge: Streamline the online recipe process by creating an app that stores recipes and allows users to “check in” to recipes when they make them. In turn, the app will also suggest recipes to the user based on data gathered from his or her Pinterest account as well as information entered into the user’s profile (vegetarian, likes healthy food, etc.), and new recipes will be posted to the Pinterest account as they are added on the app. The app will be sponsored by KitchenAid and will include product placement, but its main purpose will be to associate the utility of the app with KitchenAid.
2) Who is the target audience?
The target audience is cooking enthusiasts, upper-middle class housewives, and food bloggers - using apps, smart phone owners, chefs/restaurant business
3) What does the audience currently think about the brand or group?
KitchenAid is most often associated with quality in kitchen products. It is geared toward an audience that has an appreciation/understanding of cooking.
4) What would we like the target to think and feel?
KitchenAid is the go-to brand for utility, organization, and innovation in the kitchen. KitchenAid simplifies and improves life in the kitchen.
5) Which facts, evidence, or thoughts will assist in this change of thinking? How can we support our proposition?
6) What is the brand essence?
Quality, usefulness, style.
7) What is the key emotion that will build a relationship with the core audience?
The emotion to market to is frustration with either lack of recipe organization or lack of ideas for recipes.
8) What media will best facilitate our goal?
A mobile app that connects with Pinterest and Grocery Gadget.
9) What are the most critical elements? What is the budget?
The app for recipes is most important as well as the data the user enters on their account.
10) What is the single most important takeaway?
The KitchenAid brand and app simplify and improve the kitchen experience.
11) What do we want the audience to do?
Buy more KitchenAid products as well as drive more traffic to the KitchenAid website. Also, they want to associate the brand with the usefulness of the app.
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