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Final Project (MKT-610)
Amanda Martino, Brittany Mills, Rebecca Morgan, Amy Oliveira
Southern New Hampshire University
MKT-610
Final Project Submission
Veggies
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I. Industry and Company Review
Snapshot of Company
Darden Restaurants was founded in 1968 by Bill Darden with the opening of the first Red
Lobster restaurant in Lakeland, Florida. The company’s success in the casual dining market al-
lowed it to rapidly expand throughout the United States (Wikipedia contributors, 2025). Over the
years, Darden has diversified its portfolio of restaurants, acquiring several major brands,
including Olive Garden, Longhorn Steakhouse, and Yard House. In recent years, Darden has
taken steps to expand into new markets and adapt to evolving consumer trends. This includes the
re-cent entry into the fast-casual/fast-food market with the Veggies concept, reflecting a shift to-
ward healthier and more sustainable dining options.
Industry Overview
While the quick-service restaurant market remains primarily dominated by traditional
competitors like McDonald's, Taco Bell, and Burger King, the market is beginning to shift with
changing consumer preferences. Unlike conventional fast food, which focuses on low-cost and
quick-service dining, fast-casual establishments emphasize higher-quality food, better customer
service, and an upscale dining environment while remaining accessible to the mass market. More
and more people want to lead healthier lifestyles, which aligns with Darden Restaurants ’new
concept, Veggies, a rapidly growing sector within the broader food service market.
This growth is driven by increasing consumer demand for healthier, sustainable, and
plant-based options. As awareness of health, environmental, and ethical concerns rises in the
U.S., the popularity of organic, vegetarian, and vegan menu items continues to expand. The
market for plant-based foods was valued at $16.55 billion in 2022 and is projected to “grow at a
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compound annual growth rate (CAGR) of 10.7% from 2023 to 2030”. (Grand View Research).
Consumers are increasingly seeking alternatives to traditional fast food that align
more with their dietary preferences. According to a 2022 survey by the International Food
Information Council (IFIC), consumers under the age of 50 are following diet plans or eating
patterns that focus on clean eating, mindful eating, calorie-counting, and plant-based.
(International Food Information Council). Fast food chains like Chipotle, Shake Shack, and Taco
Bell are responding to this trend by expanding their plant-based menu options, creating new
competition in the growing health-conscious and organic food niche.
Present Status
With more than 1,800 locations nationwide, Darden Restaurants is one of the biggest full-
service restaurant chains in the US. The company operates corporate-owned and franchised
locations and has annual revenues exceeding $9 billion. With its new fast-food concept, Veggies,
which focuses on organic, vegetarian, and plant-based menu selections, Darden is entering the
fast-casual market (Farley, 2020). Darden promotes Veggies as a healthier substitute for
conventional fast-food restaurants by highlighting sustainability and locally sourced, fresh
ingredients.
Product Lines
Darden Restaurants has a diverse portfolio that spans multiple segments of the dining
industry. Key product lines include:
Casual Dining:
1. Olive Garden: Italian-American cuisine, including pasta, salads, and breadsticks.
2. Longhorn Steakhouse: Steak and grill-focused menu with various meats, seafood, and sides.
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3. Yard House: This casual restaurant offers a broad menu, including seafood, steaks, and an
extensive craft beer selection.
Fine Dining:
1. The Capital Grille: Upscale steakhouse offering dry-aged steaks, seafood, and fine wines.
Fast-Casual/Fast-Food:
1. Veggies: A new, fast-casual concept focused on organic, vegetarian, and plant-based options,
including veggie burgers, wraps, salads, pasta dishes, and desserts.
Sales History, Target Markets, Current Marketing Mix
The regional advertising campaign will utilize an integrated marketing communications
(IMC) approach to maximize impact. This will combine traditional, digital, and outdoor
advertising channels to build brand awareness and drive significant foot traffic to pilot locations.
The campaign will target health-conscious Millennials and Gen Z consumers in urban and
suburban areas. It will highlight Fresh Bite’s (Veggies) core values of fresh, locally sourced
ingredients and customizable menu options. The written advertising plan will detail strategic
messaging centered on the tagline "Fresh Made Fast," emphasizing quality and speed (Smith &
Taylor, 2022).
The media plan includes a $1.5 million budget allocated across TV, radio, and online
platforms, along with eye-catching billboard placements near high-traffic areas. Digital
advertising will leverage social media, display ads, and influencer partnerships to connect with
the target demographic. A mobile app offering loyalty rewards and personalized promotions will
be central to the sales promotion strategy, driving customer engagement and repeat visits (Keller
& Kotler, 2020).
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By integrating these elements, the campaign aims to position Fresh Bite (Veggies) as a
go-to option for busy professionals and families seeking a balance of health and convenience. A
partnership with Darden provides the advantage of a solid reputation and loyal consumer
following. The highly anticipated launch should drive business, and the continued marketing
efforts will bring longevity to regular business.
II. Objectives and Budget Request
To create SMART objectives for each proposed element in the Integrated Marketing
Communications plan for Veggies, the following objectives will be set according to the
Communications Effects Model, which includes brand awareness, knowledge, and interest.
1. Brand Awareness Objective
Objective: Increase brand awareness of Veggies by 15% among health-conscious
consumers aged 25-40 in the U.S. by the end of Q3 2025.
· Specific: Focus on health-conscious consumers aged 25-40 in the U.S.
· Measurable: Increase in brand awareness by 15%.
· Achievable: Based on past campaign data showing a 10-12% increase in awareness
within this demographic through digital ads and influencer partnerships.
· Relevant: Brand awareness is critical for Veggies as it is launching new products in a
competitive market.
· Time-bound: By the end of Q3 2025.
2. Brand Knowledge Objective
Objective: Increase consumer knowledge of Veggies' product range (including
nutritional benefits and sustainability practices) by 20% among existing customers, as measured
by an online survey conducted in Q4 2025.
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· Specific: Existing Veggies customers who are familiar with the product range and its
attributes.
· Measurable: 20% increase in product knowledge.
· Achievable: Online surveys can measure the knowledge level of existing customers
effectively, and a 20% improvement is achievable given the planned education-focused
campaign.
· Relevant: Consumer knowledge directly influences purchase intent and customer
loyalty.
· Time-bound: By the end of Q4 2025.
3. Interest Objective
Objective: Generate a 10% increase in the number of people who engage with Veggies’
social media content by the end of Q2 2025. Engagement will be measured in likes, shares, and
comments across Instagram, Facebook, and Twitter.
· Specific: Increase social media engagement (likes, shares, comments) for Veggies'
content.
· Measurable: 10% increase in engagement across the three social media platforms.
· Achievable: Based on past data showing 5-7% engagement rates, a 10% increase is
realistic with a stronger focus on compelling content.
· Relevant: Social media engagement is crucial for maintaining brand interest and
fostering community around Veggies’ products.
· Time-bound: By the end of Q2 2025.
4.Favorable Attitudes and Image
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Objective: Establish "Veggies" as a high-quality, sustainable, and healthful fast-casual
food choice.
· Specific: Within the first six months of operation, we aim to achieve a 75% positive
sentiment rating in social media mentions and online reviews. To accomplish this, we will take a
proactive approach to reputation management. We will actively search online for references to
"Veggies" and interact with consumers favorably and unfavorably. We will
promptly and professionally reply to reviews and comments to resolve issues and show
our dedication to client satisfaction.
· Measurable: measured using online review tracking and sentiment analysis on social
media.
· Achievable: through dependable communication and satisfying client interactions.
· Relevant: Essential for building brand loyalty and advocacy.
· Time-bound: Throughout the campaign period for about 4-6 months.
5.Purchase Intention
Objective: Drive trial and encourage repeat visits to "Veggies."
· Specific: Within the first six months of operation, we aim to raise customer frequency
(repeat visits) by 5% and the redemption rate for promotional offers (e.g., coupons, discounts) by
10%. This will be achieved through a multi-pronged approach that includes a robust loyalty
program, targeted email marketing campaigns featuring exclusive offers, and personalized in-app
promotions based on customer purchase history.
· Measurable: tracked using point-of-sale systems and coupon redemption data.
· Achievable: through loyalty plans and focused sales efforts.
· Relevant: Drives a successful business
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· Time-bound: Within six months of the restaurant opening.
Objective Budget for Veggies IMC Campaign
1. Objective for Awareness
Objective: Increase brand awareness among the target segments by 25% within 6
months.
Budget Allocation:
· Digital Media Buys: $100,000
· Influencer Partnerships: $50,000
· Total for Awareness: $150,000
2. Objective for Knowledge
Objective: Educate 40% of the target audience about Veggies' health benefits and ethical
sourcing within 6 months.
Budget Allocation:
· Content Marketing: $60,000
· Email Campaigns: $20,000
· Total for Knowledge: $80,000
3. Objective for Attitudes
Objective: Improve positive brand attitudes by 30% within 4 months for both health-
conscious millennials and families.
Budget Allocation:
· Influencer Campaigns: $75,000
· Public Relations Campaigns: $50,000
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· Total for Attitudes: $125,000
4. Objective for Preferences
Objective: Increase preference for Veggies' meals over competitors (e.g., Chipotle,
Panera) by 15% within 6 months.
Budget Allocation:
· Promotions & Limited-Time Offers: $40,000
· Loyalty Program: $30,000
· Total for Preferences: $70,000
5. Objective for Conviction
Objective: Increase the conviction to purchase by 20% within 3 months after campaign
launch.
Budget Allocation:
· Retargeting Ads: $50,000
· Customer Testimonials and Case Studies: $25,000
· Total for Conviction: $75,000
6. Objective for Purchase
Objective: Increase purchases by 15% within 6 months from the target segments.
Budget Allocation:
· Discounts & Promotional Campaigns: $100,000
· Total for Purchase: $100,000
Budgeting Method:
The bottom-up method has been used to determine the budget for each element of the
campaign (Targosz, 2024).
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Estimating the Impact of Each Objective
Each communication phase has its own set of objectives and tactics to achieve those
goals. The estimated reach and scale for each phase informed the allocation.
Allocating Funds Based on Targeted Reach and Impact
Given Veggies market segmentation, the budget is distributed across digital media,
influencer partnerships, content marketing, PR campaigns, and promotional efforts.
Considering Campaign Duration:
Budget allocation also factors in the time it takes to achieve each phase.
Objective Budget for Veggies IMC Campaign
· Increase brand awareness by 25% within 6 months: $150,000
· Educate 40% of the target audience within 6 months: $80,000
· Improve positive attitudes by 30% within 4 months: $125,000
· Increase preference by 15% within 6 months: $70,000
· Increase conviction to purchase by 20% within 3 months: $75,000
· Increase purchases by 15% within 6 months: $100,000
· Overall IMC Campaign Total: $600,000
Explanation of Total Request Amount
The Total Request Amount of $600,000 is based on the strategic segmentation and target
audience outlined in the Veggies Restaurant Franchise Market Strategy. Each phase of the IMC
campaign is funded. Given the target audience’s tech-savvy and social media engagement
tendencies, digital media and influencer marketing play a major role in the budget (Matejko,
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2025). The budget allows for scaling efforts in key urban health-conscious cities initially, with
the potential for future expansion.
III. Creative Strategy and Marketing Mix
Copy Platform 1: Health-Conscious Millennial Consumers
The objective for targeting health-conscious millennials is to position Veggies as the go-
to snack for those seeking nutrition without sacrificing taste. The campaign will focus on
Veggies' fresh, wholesome ingredients and its convenience for active lifestyles. Millennials (ages
24-38) prioritize healthy eating, fitness, and sustainability, and are highly influenced by social
media and influencers. The creative approach will use vibrant visuals to highlight Veggies
’health benefits and convenience, integrating it into the busy routines of this target audience. The
tone will be energetic, friendly, and empowering, appealing to millennials striving for a balanced
lifestyle. Supporting information includes Veggies being organic, non-GMO, and packed with
essential nutrients, along with eco-friendly packaging and sustainable sourcing practices
(Sullivan, 2021).
Copy Platform 2: Busy Working Parents
For busy working parents, the objective is to position Veggies as a quick, nutritious, and
kid-friendly snack. The campaign will emphasize Veggies as a convenient solution for parents
balancing work and family life. The target audience includes parents (ages 30-45) with young
children, who need healthy, time-saving snack options. The creative approach will focus on
Veggies ’ease of use, promoting quick prep ideas that can seamlessly integrate into busy family
routines. The tone will be practical, reassuring, and approachable, making Veggies a trusted
choice for parents looking for health-conscious snacks. Supporting information highlights that
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Veggies are free from artificial additives, come in kid-friendly portions, and cater to various
dietary needs (Smith, 2020).
Copy Platform 3: Eco-Conscious Consumers
The objective for eco-conscious consumers is to emphasize Veggies ’sustainability, both
in sourcing and packaging. The campaign will highlight the brand’s commitment to ethical
farming and environmentally friendly practices. The target audience is consumers (ages 25-45)
who prioritize sustainability and make purchasing decisions based on eco-friendliness. The
creative approach will focus on the brand’s sustainable sourcing and recyclable packaging, using
nature-focused visuals that demonstrate Veggies ’positive environmental impact. The tone will
be authentic, passionate, and aligned with the values of eco-conscious consumers. Supporting
information includes Veggies being sourced from organic farms with ethical practices, packaged
in recyclable materials, and supporting environmental initiatives (Miller, 2022).
Creative Strategy Statements for Veggies IMC Campaign
1. Health-Conscious Millennial Consumers
Objective: Create an engaging, informative campaign that drives awareness, builds
knowledge, and nurtures interest in Veggies' health-focused fast-casual offerings. The goal is to
position Veggies as the go-to brand for health-conscious, environmentally aware consumers
looking for quick, nutritious meals.
Target Audience: Health-conscious millennials aged 25-40, who prioritize clean eating,
sustainability, and convenience. They are tech-savvy, engaged with digital platforms, and spend a
significant portion of their disposable income on healthy food choices.
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Creative Approach: The creative will focus on Veggies ’fresh, nutrient-packed meals
and sustainable sourcing. The tone will be vibrant, energetic, and empowering, encouraging the
target audience to make smarter food choices. We will use visually appealing images of the
meals and highlight key nutritional benefits.
Tone: Friendly, aspirational, and informative. The creative will reflect the lifestyle of the
target audience, emphasizing that choosing Veggies aligns with both health and environmental
values.
IMC Mix
● Advertising (30%): Heavy focus on digital advertising through social media
(Instagram, Facebook) and search engine marketing. The aim is to reach health-conscious
consumers with educational content, user-generated posts, and meal ideas.
● Sales Promotion (20%): Focus on digital coupons and loyalty programs that encourage
trial and repeat visits. Targeted promotions to drive immediate purchases and encourage word-of-
mouth.
● Public Relations (10%): Leverage influencer partnerships and media coverage to raise
brand awareness and solidify Veggies ’image as a trustworthy, health-focused brand.
● Internet/Interactive Marketing (25%): Engage consumers with interactive social media
campaigns, healthy eating challenges, and influencer collaborations. Online content will empha-
size Veggies' nutritional benefits and sustainability practices.
● Direct Marketing (10%): Email campaigns offering tailored promotions based on pur-
chase history to increase engagement and repeat visits.
2. Busy Parents
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Objective: Develop an approachable campaign that emphasizes convenience, value, and
healthy meal options for families with busy schedules. The goal is to position Veggies as the
ideal solution for quick, nutritious meals for families who want to eat healthier without spending
too much time.
Target Audience: Parents aged 30-45 who juggle work, family responsibilities, and
personal time. They are motivated to provide their families with healthy meal options but need a
convenient, cost-effective solution.
Creative Approach: The creative will highlight Veggies ’fast service, kid-friendly menu
items, and customizable meal options. The tone will be warm, family-oriented, and practical,
showing how Veggies makes healthy eating easy for families.
Tone: Relatable, supportive, and reassuring. The creative will convey that Veggies
understands the challenges of family life and offers a simple solution to help parents nourish
their families with-out hassle.
IMC Mix
● Advertising (25%): TV and digital ads will feature family-friendly scenarios,
emphasizing the ease of ordering Veggies ’meals for the entire family. Ads will also target
parenting blogs and websites.
● Sales Promotion (20%): Family discounts, special “kids eat free” promotions, and
loyalty programs to incentivize repeat purchases.
● Public Relations (15%): Work with family-oriented influencers and parenting websites
to build trust and awareness among the target audience.
● Internet/Interactive Marketing (20%): Utilize social media platforms to create family
meal challenges, offer easy meal prep tips, and encourage user-generated content.
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● Direct Marketing (10%): Send targeted offers through email campaigns to families with
children, promoting exclusive discounts and family deals.
● Outdoor Advertising (10%): Focus on billboards in residential areas, near schools, and
family-focused locations.
3. Urban Professionals
Objective: Target young urban professionals with a focus on convenience, health, and
sustainability. The goal is to position Veggies as the perfect lunch or dinner option for busy
individuals looking for quick, healthy, and socially responsible meal options.
Target Audience: Urban professionals aged 25-35, who live fast-paced lives and value
health, sustainability, and efficiency. They are typically tech-savvy and prefer to make conscious
decisions regarding food choices and their impact on the environment.
Creative Approach: The creative will emphasize the convenience of Veggies' quick-
service meals while showcasing the brand's sustainable practices. The messaging will appeal to
the target audience's desire for both efficiency and ethical consumption.
Tone: Modern, sleek, and sophisticated, with a focus on convenience and eco-
friendliness. The messaging will reflect the urban lifestyle, balancing work, health, and social
responsibility.
IMC Mix
● Advertising (40%): A mix of digital ads on LinkedIn, Instagram, and Google, targeting
professionals based on location and interests in sustainability.
● Sales Promotion (10%): Introduce time-limited offers and weekday lunch deals
targeting office workers.
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● Public Relations (10%): Partner with sustainability influencers and work with corporate
wellness programs to endorse Veggies as a health-conscious, eco-friendly brand.
● Internet/Interactive Marketing (25%): Engage the target audience with digital
campaigns on platforms like LinkedIn and Instagram, focusing on healthy office lunches and
environmental impact. Include interactive challenges to share sustainable eating habits.
● Direct Marketing (5%): Use targeted email marketing with corporate discount offers
for bulk orders.
● Outdoor Advertising (10%): Digital billboards in high-traffic urban areas, near office
buildings, and public transport hubs.
IMC Mix and Budget Allocation
The IMC campaign for Darden Restaurants' improved Veggies menu will take a
multifaceted approach, stressing the significance of consistent messaging on all channels. To
increase recognition and appeal, this plan intelligently distributes resources, allocating 35% of
the budget to advertising, mostly through social media and targeted digital video ads. This is
consistent with the knowledge that target audiences may currently only be reached through
digital media (Htet, 2009).
Sales promotions, which account for 20% of the budget, will encourage trial and return
business by giving limited-time menu items and rewards through loyalty programs, which
reflects the need to encourage customer action. At 15%, public relations will generate positive
media coverage and establish Darden as a leader in diverse dining through media outreach and
partnerships. Internet/interactive efforts, also 15%, will enhance the online experience with
website and app updates showcasing detailed menu information and engaging social media
content, recognizing the growing importance of online customer experiences.
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At 10%, direct marketing will leverage email and mobile app notifications for
personalized outreach and increased loyalty, emphasizing the potential for targeted
communication. Finally, personal selling, at 5%, will ensure restaurant staff are well-trained to
promote the new vegetable dishes and enhance the in-restaurant experience, reinforcing that even
in a digital age, personal interaction remains vital.
IIII. Specific Media Objectives/Mix and Two Creative Executions
Internet and Outdoor Components
An integrated marketing communications (IMC) mix for the Veggies brand should
incorporate both internet and outdoor advertising to maximize brand awareness and engagement.
Internet advertising is a crucial component, utilizing digital platforms such as social media,
search engines, and display ads to reach target audiences effectively. Social media advertising on
platforms like Facebook and Instagram allows for precise audience targeting based on
demographics, interests, and online behavior (Kotler & Keller, 2022). Additionally, search engine
marketing (SEM) through Google Ads ensures that potential customers searching for fresh,
organic vegetables find the Veggies brand easily. These digital strategies enable real-time
engagement and data analytics to optimize campaigns for maximum reach and return on
investment.
Outdoor advertising remains a valuable element of the IMC mix by providing high
visibility and reinforcing brand messaging. Billboards placed in high-traffic areas, such as
highways and urban centers, create widespread awareness and brand recognition (Belch & Belch,
2021). Transit advertising, including bus wraps and posters in public transportation areas, further
ex-tends brand exposure to commuters and pedestrians. This form of advertising works well in
conjunction with digital efforts by directing consumers to the brand's website or social media
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pages through QR codes or short, memorable URLs. Combining outdoor advertising with
internet marketing ensures that both offline and online audiences are reached, creating a cohesive
brand presence.
By integrating internet and outdoor advertising, the Veggies brand can effectively build a
comprehensive IMC mix that strengthens consumer engagement and brand recall. While internet
advertising facilitates personalized interactions and direct engagement with consumers, outdoor
advertising ensures broad reach and repeated exposure in everyday settings (Shimp & Andrews,
2019). The synergy between these elements allows for a balanced marketing approach that
leverages the strengths of both mediums. As digital and physical touchpoints work together, they
drive awareness, influence purchase decisions, and ultimately enhance brand loyalty for Veggies.
The objective for targeting health-conscious millennials is to position Veggies as the go-to snack
for those seeking nutrition without sacrificing taste. The campaign will focus on Veggies' fresh,
wholesome ingredients and its convenience for active lifestyles. Millennials (ages 24-38)
prioritize healthy eating, fitness, and sustainability, and are highly influenced by social media
and influencers. The creative approach will use vibrant visuals to highlight Veggies ’health
benefits and convenience, integrating it into the busy routines of this target audience. The tone
will be energetic, friendly, and empowering, appealing to millennials striving for a balanced
lifestyle. Supporting information includes Veggies being organic, non-GMO, and packed with
essential nutrients, along with eco-friendly packaging and sustainable sourcing practices
(Sullivan, 2021).
Strategic Media Objectives / Mix
The primary objective of the Veggies brand IMC plan is to increase brand awareness,
drive consumer engagement, and boost sales through a strategically integrated media approach.
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This campaign utilizes multiple media channels, including radio, internet advertising, television,
and direct mail, to effectively communicate the health benefits of consuming more vegetables. A
multi-channel approach ensures that the message reaches a broad audience, including health-
conscious individuals, busy professionals, and families looking for convenient and nutritious
meal options. Research has shown that an integrated marketing approach improves brand
recognition and purchase intent by 23% compared to single-channel campaigns (Keller, 2020).
Veggies Creative Execution 1 – “Health-Conscious Millennial Consumers”
The purpose of the television commercials for Veggies is to position the brand as a
convenient, fresh, and sustainable snack that seamlessly integrates into the fast-paced, health-
conscious lifestyles of busy millennials. The commercials will emphasize Veggies’ benefits—
freshness, convenience, and sustainability—aligning with the target audience’s values of
balancing work, health, and social life. The upbeat and energizing tone will appeal to families,
health-conscious individuals, and grocery decision-makers.
The ads will run on local cable networks (e.g., WMUR, NH1) with 30-second
commercials costing $400,000 annually. They will air 3-4 times per week during prime-time
slots (7 PM – 10 PM), with an estimated reach of 60% of households in the Concord market
(Forrester Research, 2021). The CPM is estimated at $25.00 for local TV, ensuring a high-
frequency exposure. The objective is to increase brand awareness and influence purchase intent,
with TV advertising shown to increase purchase intent by 30% in food-related categories
(Forrester Research, 2021).
Veggies Creative Execution 2 – “Busy Working Parents”
The purpose of the direct mail campaign is to resonate with busy working parents by
showcasing Veggies as a healthy, convenient, and trustworthy snack for their children. By
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providing personalized educational content, coupons, and promotional offers, the campaign
emphasizes Veggies' ease of use, health benefits, and appeal to kids. This approach aims to
simplify healthy eating for families while being both delicious and fun for children.
The campaign will include postcards (4” x 6”) and newsletters (8” x 10”), mailed to
targeted households with a budget of $22,500 annually. The audience includes suburban families,
health-conscious individuals, and those subscribing to health-related newsletters. Direct mail
campaigns have an estimated CPM of $60.00 per 1,000 households and will be sent bi-monthly,
with additional mailings during key seasons such as back-to-school and the holiday period.
Direct mail has a response rate of 9%, with strong engagement from recipients who prefer
tangible communication (USPS, 2021). The objective is to encourage trial and repeat purchases
by leveraging the effectiveness of personalized outreach and offering coupons, making it a
valuable tool for building brand loyalty.
Veggies: Media Elements, Plan/Timing, and Objectives
Veggies' integrated marketing communications (IMC) strategy utilizes a mix of media to
drive brand awareness and sales.
Radio Advertising ($35,000/year) aims to reach a mass audience, especially commuters,
with frequent messaging about Veggies' health benefits. Ads will run during peak listening hours
(6 AM – 9 AM and 4 PM – 7 PM) on health and lifestyle stations, and mainstream music and talk
radio, for six months. Radio advertising has been shown to increase brand awareness by 21%
(Westwood One, 2020).
Internet Advertising ($132,539/year) focuses on building digital engagement, driving
traffic to Veggies' website, and encouraging interaction on social media. Weekly posts,
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sponsored content, and display ads targeting health-conscious consumers will run on wellness
sites. This strategy leverages precise targeting and real-time tracking, with research showing a
45% higher conversion rate for brands engaging across digital platforms (Chaffey, 2021).
Television Commercials ($400,000/year) aim to create high-impact brand awareness by
showcasing Veggies' freshness and nutritional benefits. Ads will air during prime-time slots (7
PM – 10 PM) on major networks and cable channels, especially during summer and holiday
seasons. TV ads increase purchase intent by 30%, particularly for food-related products
(Forrester Research, 2021).
Direct Mail Campaigns ($22,500/year) will provide personalized content, coupons, and
offers to target households, with a focus on suburban families. Mailings will be sent bi-monthly,
with extra outreach during holidays and back-to-school seasons. Direct mail boasts a 9%
response rate, higher than email marketing (DMA, 2020).
Budget Allocation is as follows:
· Internet Advertising (30%): Cost-effective, precise targeting.
· Television Commercials (35%): Mass reach and brand recall.
· Radio Advertising (20%): Frequent messaging reinforcement.
· Direct Mail (15%): Personalized engagement and incentives.
This strategy ensures Veggies' messaging reaches a broad audience through multiple
touchpoints, enhancing brand awareness, engagement, and sales.
Veggies Creative Execution 1 – “Health-Conscious Millennial Consumers”
Storyboard Breakdown:
Scene 1:
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Setting: A bright, modern kitchen. A millennial woman is juggling work on her laptop while
preparing a Veggies snack.
Action: She opens the fridge, and the camera zooms in on the vibrant, fresh vegetables. The
woman smiles as she grabs a pack of Veggies’ fresh, pre-cut vegetables.
Voiceover: "Fuel your body with fresh, nutritious snacks—without skipping a beat."
Scene 2:
Setting: Outdoor urban park. The woman is meeting friends for a quick lunch during a break.
Action: The camera focuses on the Veggies packaging, highlighting the easy-to-grab and
portable design. The woman shares the Veggies snack with her friends, who react positively.
Voiceover: "Veggies fit into your busy lifestyle—packed with the nutrients you need to stay
active and healthy."
Scene 3:
Setting: Close-up of a sleek Veggies pack.
Action: The woman takes a bite, looking satisfied. The camera shows the fresh ingredients and
eco-friendly packaging. The sound of crunching vegetables is heard.
Voiceover: "Fresh. Sustainable. Delicious. Veggies, the snack that works as hard as you do."
Scene 4:
Setting: Cut to a bright, energetic shot of the Veggies logo with tagline.
Action: The logo fades in with the tagline: “Nourish your hustle.”
Voiceover: "Veggies – snack smart, live better."
Veggies Creative Execution 2 – “Busy Working Parents”
Print Ad Concept
Headline: “Healthy Snacks for Busy Families—No Prep Required!”
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Image: A busy kitchen scene where a mother is preparing dinner while her young children are
enjoying Veggies snacks at the kitchen table. One child is dipping a veggie stick into a hummus
bowl, while another is munching on pre-sliced veggies directly from the pack. The mother looks
relieved, as Veggies allows her to balance her hectic life.
Copy:
“Veggies snacks are perfect for families on the go. No chopping, no mess—just fresh,
wholesome snacks that kids love and parents’ trust. Whether it’s a mid-day snack or an easy
addition to dinner, Veggies offers a convenient, healthy solution for busy parents. Free from
artificial additives, packed with essential nutrients, and available in kid-friendly portions. Let
Veggies help make your families healthy eating a breeze.”
Call to Action: “Make healthy eating easy. Visit Veggies website for exclusive family deals and
tips for quick meal ideas!”
Visual Design Elements: The ad features bright, natural colors that highlight the fresh veggies.
The design is clean, with ample white space around the text to allow the imagery of the family
and the product to stand out. The brand logo is prominently displayed at the bottom right.
Tagline: “Veggies – Fresh, Simple, Family Friendly.”
See the flowchart below:
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Final Project (MKT-610)
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Final Project (MKT-610)
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