Creative Brief for Kashi Cereal

To become the most well-known brand in produce by establishing NatureSweet as THE best brand of tomatoes.

NatureSweet tomatoes are hand-picked from the vine at the peak of sun-ripened freshness. And they’re grown with expert care.

“NatureSweet tomatoes are the best tasting tomatoes I can get at the store. And because tomatoes are so important to my meals, why would I ever buy anything other than NatureSweet?”

Consumers who LOVE tomatoes and believe they are an essential ingredient in their meals. They buy tomatoes regularly in multiple sizes. They appreciate quality in all the products they buy, and are willing to pay more for a better-tasting tomato. They are more than likely unfamiliar with the NatureSweet brand name. Demographically, they represent 43% of adults, are equally male and female, all ages, and with varying levels of household income.

“I love tomatoes and everything about them; they’re a part of so many of my meals. The best tomatoes are homegrown tomatoes. The ones in the store are all pretty good, but they don’t taste homegrown.”

There is nothing closer to homegrown than NatureSweet.

NS BRANDS, LTD.

BRAND BRIEF 04/12/18

Leverage our packaging and color equity. Need a campaignable, extendable idea that can translate to social, website, in-store, etc. Leverage one of the brand conflicts to tell an emotive, engaging story that doesn’t resolve itself.