based on one off my classmate creative strategy research https://lbnotlb.wordpress.com/2020/07/27/avozilla-creative-brief/
- With A4 print media requirement
- Mandatory information such as:
- Strapline: “More Than An Avocado”; “Just Avocado. No, it’s Avozilla!”
- Web address: avozilla.com
- Social Media: Facebook, Instagram, Twitter
- Branding archetype:
‘Artist‘ which represent imaginative, expressive and innovative (Sparkol, 2015, n.p). So i decided to created a combination of avocado and Godzilla illustration, contact details, and strap-line to encourage customer to buy the product.
- Objectives
1. Perception: To raise online awareness of this new product amongst Australian consumers in terms of health benefits, economic, lifestyle and more. It’s essential that local shopping from the Australian farms could support the local as well as global brand development.
2. Behaviour: Encourage trial and repeat purchase. ‘Known the avocado benefits? What if Avozilla?’, create believability among customers of Avozilla value entails qualitative.
3. Cognition: Providing customers with key information about Avozilla such as its value, benefits compare to avocado and ‘big picture’ of Avozilla – More than an avocado.
- Substantiation
- The gigantic avocados originated in South Africa and have an average weight of 1.2kg, with some as heavy as 1.8kg.***
- Avocados are very nutritious and contain a wide variety of nutrients, including 20 different vitamins and minerals.*
- It is loaded with healthy fats, fiber and various important nutrients.*
- One dietary survey found that people who ate avocados had a much higher nutrient intake and a lower risk of metabolic syndrome.*
- Avocados may aid weight loss by keeping you full longer and making you eat fewer calories. They’re also high in fiber and low in carbs, which may promote weight loss.*
- The Avozilla is not genetically modified, but is a cross between two sub-species of avocados, with the mother tree found growing in South Africa.***
- Avozillas had to be hand packed crate by crate in deeper boxes, with no machinery involved, hence quality is top of priorities.**
- A short season and short availability keep Avozilla unique and strong
Reference
Sparkol 2015, ‘The 12 brand archetypes all successful businesses are built on’, Engage Blog, 1 September, retrieved 31 July 2020, <https://www.sparkol.com/en/blog/the-12-brand-archetypes-all-successful-businesses-are-built-on>.
Daily Mail UK headline – ‘I’ve got nine smashed avos out of half of one of these!’ Farmer reveals enormous 1.2kg ‘AVOZILLA’ that’s hit the shelves – and you won’t believe how cheap they are’, retrieved 31 July 2020, Daily Mail (July 2018).
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