Creative Brief for Red's Best

CLIENT: RED’S BEST

PRODUCT: RED’S BEST SEAFOOD

DATE: 03/30/2020

WRITER: RHEA JACOBS

BUSINESS OBJECTIVE

Awareness: Red’s Best aims to educate consumers about the benefits of purchasing the company’s seafood.

BUSINESS PROBLEM

As competitors make seafood traceable, Red’s Best seeks to strengthen consumer awareness of and preference for the brand.

PRODUCT PROFILE

Red’s Best seafood is fresh, locally sourced and high-quality. Using a traceability system, Red’s Best allays concerns of seafood fraud and narrows the gap between consumer and fisherman.

TARGET PROFILE

M/F, 30-40, parents with children aged 5 to 15, mid-high income, New England.

Parents X and Y are working professionals in New England with young children. They carefully select good-quality ingredients to prepare nutritious meals for their children. They regularly consume seafood and purchase fish based on quality and freshness to protect the health of their family. They care about fostering a sense of community and remain close to their New England roots.

TARGET PROBLEM

We regularly consume seafood as a family and enjoy experimenting with different kinds of fish. We care about the health of our young children and want to provide them with fresh, nutritious meals. We have heard that seafood fraud is a growing concern, so we are worried whether the fish we feed our children is true to the information provided. A sense of community is important to us, so we look for ways to support local communities.

TARGET SOLUTION

Advertising will convince parents who want transparent and verifiable information about their fish and care about local communities to purchase fish from Red’s Best because the brand offers fresh, traceable seafood that is good for the health of their family and makes the purchase experience more personal by narrowing the gap between consumer and fisherman.

SOLUTION SUPPORT

Fresh, high-quality fish; a traceability system that allows Red’s Best to provide consumers with information about the fisherman, species, vessel, gear type and port of origin, thus allaying concerns of seafood fraud; Red’s Best fish is sourced from New England, so consumers support local fishing communities with every purchase; a variety of local fish, so consumers can experiment with different seafood.

BRAND IDENTITY

Shades of black and white; brand logo features the Cormorant; reliable, straightforward, transparent.

MANDATORIES

Copyright notice: © 2020 [Red’s Best]. Contact info.