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VCU STRATEGIC ADVERTISING THE ONE CLUB BOOTCAMP
The One Club held a 2-day Strategic Advertising workshop at VCU's Brandcenter. We were given less than 24 hours to create and present a creative brief for a "dying brand" which we then presented in front of a panel of judges from multiple agencies. We were assigned Chef Boyardee
THE SAUCE
Ettore Boiardi's family played an essential roll in the growth of his success. His wife helped him open his first restaurant in the 1920s where he began packaging his famous sauce in milk jugs with the intention of bringing his Italian family values along with the dish customers' homes. In 1938, Ettore launched the Chef Boyardee company with his brothers Mario and Paul.
THE ASK
Revive this dying brand.
THE PROBLEM
After the Chef Boyardee brand was sold to ConAgra Foods, their quality and value took a beating. Not only did competing brands offer cheaper and healthier canned food options, but the value of family in Chef Boyardee's family business disappeared.
THE TARGET
They don't need to eat a lavish meal at the dinner table.
They just want to enjoy quality time together.
Un-definable families come in all shapes and sizes.
They write their own rules and values.
THE INSIGHT
No one in the family wants to spend hours cooking
after a busy day.
With Chef Boyardee, cook time is only a minute and a half away, allowing for more quality time to spend with the family.
Because the dinner table means different things to different families, the dinner table can be
anything anywhere.
THE STRATEGY
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