Creative pitch to increase brand awareness for Patagonia's expanded company for food service

2. Kimiko Cacioppo - Art Director
Christian Ianniello - Copywriter
Laurel Kane - Copywriter
Kyle Foehner - Copywriter

3. assignment:
To “drive awareness” of Patagonia Provisions and their new website and it’s
unique offerings relative to its competition.
objective:
To associate Patagonia Provision with adventure while generating
awareness for its new website.
assignment / objective

4. challenge:
How do we encourage people to rethink their traditional food-buying methods
and food sources in the name of healthier food options and improved solutions
for our environment?
strategic approach:
Demonstrate that Patogonia Provision’s understanding of its consumers’
spirit of adventure sets the company apart from its competitors.
main competitors:
challenge / strategy / competitors

5. the adventurer:
ThePatagoniaProvisionscustomerisaged25-40,singleandlivesinurbanareasthatarestillsurroundedby
nature, such as Denver, Seattle or San Francisco. They are college educated and make an excess of $75,000.
They shop at Patagonia, REI or Sports Chalet to compliment their adventurous lifestyles. They care about
their environment, recycle, and shop at grocery stores that carry organic and eco-friendly products.
Before work they exercise to stay in shape for their weekend adventures. For lunch they pack their own
protein packed meal, such as a salmon salad or chicken breast with veggies. If they don’t have time to make
a nutritious energy filled snack, they grab a protein bar. They carry around a reusable water bottle and fill
up throughout the day. Adventure is always on their mind and they cannot wait for weekend to play with the
environment they cherish.
target audience

6. research

7. goals:
- Make the best product, cause no unnecessary harm, and most important, inspire
solutions to the environmental crisis.
- Offer a growing selection of foods that address environmental issues, and
continue to encourage support of local food producers.
values:
- Simpler life isn’t impoverished life, it’s a more simple life.
- Good food lifts our spirits and helps us understand the world a little better.
- In a partnership with nature
“What we did with clothing, which is show that you can make clothing more responsibly, I want to do the same thing with food.” -Patagonia CEO Yvon Chouinard
brand identity / value

8. idea:
Foryou,adventureisvital;Whenyou’renothikingthroughsnowcappedmountains
or discovering hidden tropical coves, eating sustainably at home connects you to
the natural world in which you feel most comfortable.
However, making the meals you love can be time consuming and you don’t want to
waste valuable hours that could be spent planning your next exploration.
Luckily, the convenience of Patagonia Provisions gives you the freedom to unleash
the adventurer within.
creative solution

9. inspiration:
inspiration

10. bringing the concept to life

11. social media

13. the getaway giveaway

15. adventure box

17. cook book