2. Creative Brief
Key Fact:
Blue Bunny gives consumers a wide
selection of ice-cream products in a variety of
flavors that provides quality dessert at a low
price.
Problem:
Compared to its competitors, Blue Bunny
has low brand awareness.
Objectives:
To raise awareness and brand loyalty by 15%
in the Southeast Region of the United States
by December 2012.
Target Market:
Blue Bunny’s target market includes mothers
between the ages 25 and 50 who typically
want to provide fun, easy, and affordable
snacks for their busy families. These thrifty
mothers also follow home and family blogs.
Insights:
Stay at home mother:
I am a thirty-two year old mother of two young children. My life
never seems to slow down. I am constantly running my
children around to school, soccer games and dance classes.
With my husband working all of the time, we barely have
room for family time. On top of all this, there are always plenty
of my children’s friends running around my house begging for
tasty treats. With my Home Owner Association and PTA
meetings, as well as the local women’s tennis club, I do not
have the time to come up with creative snack ideas that will
appease everyone in my life, along with our strict family
budget. I need something easy and affordable that will bring
my family together every night and have the neighborhood
kids coming back for more.
Single working mom:
I am a 41 year old mother with two kids. As a single, working
mother, I’m always busy juggling work and family. Although I’m
not the typical tennis mom, I am still faced with the challenge
of making sure the kid’s homework is done, doing laundry,
and feeding my family all after I get home from work. Making
dinner is always a struggle because it seems like my kids are
never satisfied. They always want dessert in addition to
dinner, but with my tight budget there is barely room for three
meals a day. They crave something new outside of our every
day bland meals. I would love to have the extra hours and
money to prepare elaborate meals and dessert for my kids,
but my schedule does not allow for it. Their tastes and wants
are always changing, and I wish there was an easy,
affordable, and tasty solution.
Promise:
Blue Bunny offers a variety of ice-cream
products with rich and creamy taste at an
affordable price, allowing families and friends
to reconnect at home with fun and unique
flavors.
Support:
-Blue Bunny provides more per
serving than its competitors.
-Blue Bunny offers a variety of
unique ice-cream flavors,
including chef inspire flavors.
-Blue Bunny offers an array of
products, including several
novelty ice-creams.
-Blue Bunny’s unique plastic
packaging offers a snap on lid
that locks in freshness.
Mandatories:
-Website
-Brand Name
-Logo
3. Concept
Slogan
Feel the Bunny Frenzy.
After completing our research and understanding what the Blue Bunny brand is all about we
decided the concept for the new campaign would be based on joining in the love of the Blue
Bunny brand. Blue Bunny offers a variety of flavors and products that consumers enjoy. The
slogan “Feel the Bunny Frenzy” incorporates and completes the idea of craving and feeling the
Blue Bunny frenzy.
4. Print Advertisement
This colorful print ad expresses how
Blue Bunny ice cream satisfies kids.
The boy represents the emotions
children will feel when they eat the
product. He has a big smile on his
face and is about to enjoy a blue
bunny treat. The background is
blurred, indicating a frenzy all around
him. Although the ad is simple it is
attention grabbing. The boy’s
overzealous expression draws viewers
in. The print ad for Blue Bunny depicts
the same little boy from the
commercial, giving Blue Bunny a
recognizable character.
5. Out-of-Home Advertisement
The Out-of-Home advertisement
will consist of Blue Bunny Ice-
Cream Trucks placed in the top 50
markets. These special ice-cream
trucks will be painted in chrome
and will include blue bunny tails and
ears attracting all eyes and creating
attention for the brand. The trucks
will carry several of the top Blue
Bunny products for consumers to
try. The ice-cream trucks will stop in
various locations including the front
of grocery stores that supply the
Blue Bunny brand. These trucks
can also be followed with the use
of the Blue Bunny Mobile
Application.
6. TV CommercialSFX: NEIGHBORHOOD NOISES
(BIRDS CHIRPING, CHILDREN
PLAYING, CARS DRIVING BY).
SFX: ICE CREAM TRUCK JINGLE.
TRUCK WHIZZES BY.
SFX: DREAM CHIMES.
SFX: LOUD BANGING AND
SHOUTING. HEAVY BREATHING
AND THE CLANGING OF PEOPLE
HITTING THE TRUCK.
SFX: DREAM CHIMES.
SFX: NEIGHBORHOOD NOISES
(BIRDS CHIRPING, CHILDREN
PLAYING, CARS DRIVING BY).
1. MS A SMALL CHILD LOOKS BORED, WHILE GAZING
OUT OF HIS WINDOW. A FRIENDLY NEIGHBORHOOD IS
JUST OUTSIDE, WHERE OTHER KIDS ARE LAUGHING AND
PLAYING IN THE SUN. THE BOY PERKS UP WHEN HE
HEARS AND SEES THE BLUE BUNNY ICE CREAM TRUCK
COMING DOWN THE STREET. BOY LOOKS UP, AS IF HE IS
DREAMING AND THE SCREEN WILL START TO WAVER AND
BLUR. THE BOY HAS FALLEN INTO A DAYDREAM.
2. LS THE ENTIRE NEIGHBORHOOD IS SEEN DROPPING
THE ACTIVITIES THEY WERE PREVIOUSLY OCCUPIED BY,
AND RUSH TO THE TRUCK IN A FRENZY. EACH PERSON IS
WEARING A LARGE SET OF BUNNY EARS. UPON ARRIVAL
TO THE TRUCK, CHILDREN TAKE OVER. PEOPLE ARE
SEEN JUMPING ON THE TRUCK, AND EVERYONE GRABS
THEIR OWN INDIVIDUAL ICE CREAM TREAT.
3. MS DREAM WORLD FADES. CUT TO THE BOY SITTING
IN HIS FIRST POSITION AT THE WINDOW. HE GRINS AND
STANDS. BOY APPROACHES HIS MOTHER, WHO HAS
BEEN STANDING IN THE KITCHEN. “HEY MOM,” HE
POLITELY ASKS “CAN I PLEASE HAVE A DOLLAR?”. CUT
TO MOM. SHE LOOKS DOWN, PLEASANTLY. “SURE YOU
CAN, HUN,” SHE SAYS. SHE REACHES INTO HER POCKET
AND GIVES HIM THE MONEY.
4. LS THE BOY PLAYFULLY RUNS OUT OF THE DOOR AND
DOWN THE STREET. THE BOYS FACE IS SEEN THROUGH
THE POINT OF VIEW OF THE ICE CREAM TRUCK DRIVER.
“THANK YOU!” HE SAYS, AS THE TRUCK DRIVER HANDS
OVER A BLUE BUNNY ICE CREAM TREAT.
5. CU THE BOY IS BEAMING, AND AS HE TAKES HIS FIRST
BITE OF ICE CREAM BAR, THE SAME BUNNY EARS FROM
THE DREAM GROWS ON TOP OF HIS HEAD. THE BOY
STANDS WITH THE BUNNY EARS ON HIS HEAD, ICE
CREAM BAR IN HAND, SMILES, AND GIVES THE CAMERA A
THUMBS UP.
6.TILT CAMERA TO THE SKY, WHERE ONLY THE BUNNY
EARS ARE SEEN IN THE BOTTOM OF THE SCREEN. THE
BLUE BUNNY LOGO APPEARS, ALONG WITH THE
SLOGAN, “FEEL THE BUNNY FRENZY.
8. Promotional Items
The first promotional item suggested is a self-
warming ice-cream scoop that transfers heat
from a person’s hand to the bowl of the scoop.
This allows for easy ice-cream scooping. In
addition, the scoops’ handles will turn Blue
Bunny blue from the heat of a hand (shown
below). The promotional item will include Blue
Bunny’s logo on the handle as well.
The second promotional item is Blue Bunny cell
phone cases. The phone cases will be made for
the most popular cell phone models (iPhone,
BlackBerry, Android). Blue Bunny’s logo will be
placed on the back of the cases and will include
a blue bunny tail. This promotional item
excellently portrays the Blue Bunny Frenzy taking
over America.
9. New Media Solution
The new media solution for our ‘Feel the Bunny
Frenzy’ campaign includes a mobile application and
traveling Blue Bunny experience bus. There will only
be one Blue Bunny bus that will travel from city to city
throughout the United States. The bus will be stocked
with every Blue Bunny product and will serve not only
as a delicious complementary treat but a great way to
personally connect and experience the brand. The
mobile application will include a locator for the traveling
Blue Bunny experience bus as well as digital coupons
for in store purchases. The mobile application will also
include ‘Track the Truck;’ which will locate the chrome
Blue Bunny ice-cream trucks; which serves as our
out of home advertisement.
10. Cause Related Marketing Effort
Blue Bunny will partner up with Feeding America,
the nation’s leading hunger-relief charity. Feeding America
assists in feeding America’s hungry through a nationwide
network of member food banks. Their programs include
child hunger programs, mobile pantries, disaster relief,
and public assistance programs. These programs run
on food and monetary donations.
Feeding America is the ideal cause for Blue Bunny
to support. Blue Bunny is a part of the food industry and,
through this campaign, will mainly market to families, who
will be most touched by this cause.
This cause-related marketing effort will include Blue
Bunny allocating 10% of their profit from the sales of their
Premium Ice Cream Products for donation to Feeding
America. Blue Bunny’s premium ice cream products will
feature orange lids marketing their promise to donate
10% of its sales to Feeding America (shown to the left), for
every carton sold three children are provided with a meal.
The reason for orange lids is due to the fact that orange
is the color of hunger. This cause will give Blue Bunny the
advantage over its competitors, while more importantly it
allows Blue Bunny to give back to the community.
11. Guerilla Marketing Technique
In order to portray our campaign, ‘Feel the Bunny Frenzy‘ there
will be blue bunny tracks in stores that provide Blue Bunny
products. The blue bunny tracks will lead customers from the
front of every store to the freezers that hold Blue Bunny
products. This will cause curiosity and frenzy among grocery
store shoppers. In addition, there will be spotlights beaming
blue light onto the Blue Bunny freezers to attract more attention
and help with brand awareness.
12. Rationale of Campaign
Based on our research, we have laid out a campaign that will effectively increase Blue Bunny’s brand
awareness as well as increase sales nationwide. We have discovered that Blue Bunny caters more
towards the family market. Therefore, we have created a campaign to target families via the household
grocery shopper. We have determined that mothers are more often than not the ones who buy
groceries. By targeting the mother, we hope to raise her awareness of Blue Bunny so that she will be
more inclined to buy Blue Bunny brand ice-cream for her family.
In order to do so, we have created the “Feel the Bunny Frenzy” campaign." This campaign seeks to
make people feel a part of the Blue Bunny brand. Blue Bunny offers such a variety of unique flavors that
it suits just about everyone. People have reported becoming automatically hooked to Blue Bunny ice-
cream after their first try. The only issue is getting the word out. Therefore, our campaign will put Blue
Bunny’s name out there with the use of television, print and out-of-home advertisements as well as
mobile applications, promotional items, cause-related marketing and guerilla marketing efforts. In the
end, we want mothers to realize that Blue Bunny is the answer to family gatherings. Blue Bunny ice-
cream brings families together with its irresistible products that draw everyone into the Bunny Frenzy.
