1. The Fruit Palette!
Plans Book
Springboard Advertising
Scott Gilbert
Matt Whiteley
April 21st, 2011
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2. Table of Contents
Advertising Problem.......................................................................................................03
Research (Quantitative).............................................................................................04-05
Research (Qualitative)...............................................................................................06-08
Target...........................................................................................................................09
Brand Destination..........................................................................................................10
Creative Work Plan.....................................................................................................11-12
Creative Campaign Ideas
! Traditional.....................................................................................................13-14
! Non- Traditional.................................................................................................15
! Owned...............................................................................................................16
! Earned...............................................................................................................17
Pre-Testing Research......................................................................................................18
Final Thoughts...............................................................................................................19
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3. Advertising Challenge
Challenge
The Fruit Palette needs to find a way to increase visibility and find a unique way to
brand themselves.
Objectives for Research
• To identify a target market
• To gain insight into consumer’s attitude and awareness of the Fruit Palette
• To understand the current consumer usage of the Fruit Palette
Methods of Research
• Quantitative: Survey
• Qualitative: Mind Mapping, Word Association, and Sentence Completion
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4. Research (Quantitative)
After surveying over 200 respondents, we found some interesting things about the attitude,
awareness, and usage of the Fruit Palette.
• This shows the vast majority of people in Rice Village are unaware of the Fruit Palette
• From those surveyed, we found that over 75% of respondents were either in or had completed
some form of college.
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5. • We also found that of those surveyed, over 80% of respondents were between the ages of 18-44
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6. Research (Qualitative)
Following our quantitative surveying, we followed this up with 150 quantitative research
impressions. We used a variety of methods.
Mind Mapping
Diagrams used to represent words, ideas, tasks, or other items linked to a central key
word or idea. Mind maps are used to generate, visualize, and structure ideas.
Through this technique we found that the general consensus is very positive. Of those who have
heard of the Fruit Palette, they consider the atmosphere to be relaxing, enjoyable, and happy.
They also see the Fruit Palette’s offerings as delicious and healthy. We found that customers link
the experience to the fruit itself and see the Fruit Palette as a unique, fun experience.
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7. Word Association
• By giving customers a bank of words and asking them to circle the ones they feel strongly
represent the Fruit Palette, we found how customers classify the Fruit Palette.
Most Common:
- Trendy
- Unique
- Fun
- Cool
- Original
Least Common:
- All-American
- Sophisticated
- Ageless
- Technical
- Surprising
By analyzing this data, we found that customers associated the Fruit Palette with being a unique,
fun place to visit. They enjoy the atmosphere just as much as the food. They value individuality,
and tend to reject the traditional, complicated, and uptight.
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8. Sentence Completion
We asked customers to finish these sentences:
= The Fruit Palette is for people that __________ .
- If you shop at the Fruit Palette, you are ____________.
- If I told them I ate at the Fruit Palette, my friends and family would say _____________.
- When I eat at the Fruit Palette, I feel __________.
From the answers, we found that the Fruit Palette is for people interested in fresh unique fruit-
based foods and a refreshing and relaxing alternative to the most common Houston restaurants
imbued with a trendy, relaxing atmosphere.
In conclusion to our quantitative data, we found:
- The Fruit Palette has already positioned themselves as a healthy alternative, so we feel that the
brand should be re-positioned as not only a healthy alternative, but also a unique, relaxing fun
place to take a break.
- General consensus of those familiar with the Fruit Palette is very positive - we saw very little
negative feedback.
- Due to lack of exposure, the Fruit Palette is unfamiliar to most locals, and more specifically, our
target.
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9. Target
HUSTLERS AND BUSTLERS
After researching the brand and the consumer, we have decided our target is best described as
the “Hustlers and Bustlers”
These are the hard-working, constantly moving professionals in the Houston area.
They can be different ages, ranging from 18-44, both male and female, and even different races.
But they all share in common a busy schedule and a desire and need to just take a break
occasionally.
Persona 1: Ashley (Hard Working Mom)
Meet Ashley. Ashley is a 29-year-old working mom
with two kids. Her full-time job keeps her busy, and
once you add in the two kids, her life is non-stop.
When she does take a break, she wants to relax. She
wants to feel like it’s a quick little vacation, where
she can sit back, relax, and enjoy a refreshing treat
before the rush of the day catches back up. The Fruit
Palette offers a Vaca-From-Her-Day.
Persona 2: Michael (Fast-Paced Executive)
! Meet
Michael.
Michael is a 34-year-old insurance executive.
He usually starts his day fairly early and has
meetings throughout. He never knows when
he will get a break, as his schedule is
constantly changing, however when he does,
he wants some me-time. He wants that me-
time you get when you lay on the beach
without a care in the world. He heads to The
Fruit Palette, shuts off his blackberry and slips into calm.
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10. Brand Destination
Current Belief:
“I really need a break in the day and my choices are either fast-food or Starbucks. Neither place is
relaxing, however the latter used to be a nice place to chill but it is more of a coffee fast-food
place now.”
Current Behavior:
“I’ve never heard of Fruit Palette, and don’t know any of their benefits or offerings.”
Brand Insight:
“The Fruit Palette offers a soothing beach-like atmosphere and offers
delicious tropical treats that will allow me to slip into a vacation state of mind
for a few minutes in my day to regroup, recharge, and relax. It gives me a
VACA-FROM-MY-DAY”
Future Belief:
“When I get a break from my day, I know that a mini-vacation is just a walk or short drive away.
I know I can escape to a tropical state of mind and recharge the batteries, so to speak.”
“My little vacation is something I look forward to in my day.”
Future Behavior:
“I think about the serene escape at the Fruit Palette, and make it a point to take time in my busy
schedule to go sip a refreshing aqua or have a creamy fruit bar.”
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11. Creative Work Plan
What is the Problem?
The problem is that the Fruit Palette has very low visibility and has not found a unique way to
brand themselves.
To whom are we marketing?
We are marketing to the “Hustlers and Bustlers”. This market includes men and women ages
18-44, who all have in common a busy schedule and a desire to take a break occasionally.
What do they currently think and do?
They currently believe that for a break in their day, their only options are fast-food or Starbucks,
and consequently, when they have a little free time, they grab a quick, unhealthy bite to eat or a
coffee.
What do we want them to think and do?
We want them to believe that when they have a break in their day, the Fruit Palette is an relaxing
alternative to the fast food or chain coffee establishment.We want them to look forward to the
break in their day.
What is the idea that will get them to think that way?
“The Fruit Palette offers a Vaca-From-My-Day”
What are the best way s to connect the idea to the consumer?
The best way to connect this to the consumer (our target) is to make our advertising beach-like.
That is to say that when our consumer looks at our advertising, their first thought is a beach
vacation. Maybe they are reminded of a spring break or summer vacation.
Our print will be tropical in nature, filled with pictures and copy that takes them to that place in
their mind. That place they felt like they didn’t have a care in the world. Maybe it’s Cancun,
Maybe it’s Playa Del Carmen or the Mayan Riviera. In addition to the beach, images of delicious
fruit will be incorporated to advance the product idea.
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12. What tone do we want to take?
We broke our tone down into a couple different components
- Values of the Company: Genuine, Fun, New
- Personality of the Brand: Tropical, Exciting, Fresh, Fun
How will we measure success?
We will post-measure our target quarterly through qualitative research to track improvement
among our target audience. We will identify where we stand in terms of awareness of the brand,
attitude towards the brand, and usage of the brand.
What are the mandatories and key milestones?
The Fruit Palette logo must be used on all advertising
Milestones may include quarterly measurements on awareness, attitude, and usage.
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13. Creative Campaign Ideas
TRADITIONAL PAID
Print
The target is immediately thrown into a vacation by seeing the ad. Going back to the big idea, the
concept is going to be to conjure up relaxing, tranquil thoughts when the consumer reads the
advertising.
Examples:
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14. Out-of-Home
As with the print executions, we want to put the reader in a vacation state of mind. Our outdoor
boards will feature the beautiful beach with a simple question. “Need a Vacation?” Images of
Fruit Palette products can also be incorporated in these billboards.
Example:
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15. Creative Campaign Ideas
NON-TRADITIONAL PAID
Guerilla
Due to the nature of the budget involved, we have elected to use a majority of Guerilla
advertising.
Execution One: Around the Rice Village area, we will construct large Fruit Palette cups, that will
be tilted. Sand will be falling out of them, seemingly onto the concrete corner around them. In
the sand will be a beach chair, with a sign that says “This vacation brought to you by: The Fruit
Palette”
Execution Two: We will place dioramas of two buildings from the Houston skyline connected by
a hammock. The copy on the sign will read, “The Fruit Palette offers you a vacation from your
busy Houston life.”
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16. Creative Campaign Ideas
OWNED
In-Store
We recommend that the Fruit Palette improves its signage. We propose a large, colorful stand-
up sign in the front of the building. Currently the Fruit Palette has a chalkboard that is easy to
miss.
We also recommend Vacation Specials. Where you currently have your “Ambrosias”, we
recommend changing the names of these to travel destinations. For example, the “Tropical”
could be changed to the “Acapulco”. The “Citrus Fan” could be changed to the “Puerto
Vallarta”, etc. This would create a link between the product and the idea of a vacation.
Lastly, we recommend you “Beachify” the front entrance. This could be done by painting a nice
beach-scape on the walls, or adding a tiki=bar area.
Website
To stay congruent with the campaign, we also recommend “Beachifying” the website. Add a
tropical element to the brand.
Under the store tab, we recommend including a picture of the outside facade of the Fruit Palette.
We found through our research that it is easy to drive by and the location can be inconspicuous.
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17. Creative Campaign Ideas
EARNED
Social Media
Currently, the Fruit Palette has a Twitter and a Facebook, however with only 19 followers on
Twitter, we want to give guests an incentive to follow. Each time the Fruit Palette gains a new
follower, they will receive a direct message with a link to a 50% off coupon that will be located at
a landing site imbedded in the Fruit Palette website.
For Facebook, we want to incorporate our guerilla advertising with a contest. When consumers
see the guerilla advertising, if they take a picture and tag the Fruit Palette, they will be entered
into a contest. Users will vote on best, original, funny, exciting, fresh picture. The winner will
receive a weekend trip to Cancun.
Both of these will be advertised in-store.
Promotions
The Houston Museum of Natural Science does Mixers and Elixirs. We recommend the Fruit
Palette takes part and sponsors a beach-inspired mixer. Special cocktails can be inspired by the
Fruit Palette’s products or offerings.
The Fruit Palette should organize and sponsor a Fun-Run in Rice Village. With all proceeds
going to charity, this would create press and visibility for the Fruit Palette.
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18. Make You Famous
Springboard Advertising wants to bring the Fruit Palette even more visibility by using a “Make
Us Famous” stunt. So what’s the best way to become famous? Well, you have to do something
that warrants attention. Lots of attention. Media attention. And this is where the idea comes. We
want to place a radio personality (Rod Ryan) in a clear plexiglass box. He will broadcast his show
live from the box and eat only fruit. The event would be coupled with a charity, and at the event,
there would be opportunities to donate to the American Cancer Society. Rod Ryan would be
sponsored by different companies and travel agencies who would pledge a certain amount of
money for every hour he stays in the box. This would bring awareness to the health benefits of the
Fruit Palette, raise research money, and bring a large amount of visibility to the Fruit Palette as
news outlets would surely be interested in such a story.
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19. Pre-Testing
We have a technique that we truly believes sets us apart from the competition. Not only did we
create a great campaign, but after creating and drafting up mock ads, we decided to go back to
the Fruit Palette and Rice Village to pre-test our campaign. After a series of 35 on-the-street
interviews, here are our findings:
When we presented our Print Ads, the responses were:
“I love seeing the fruit in the ads. I want to connect my sight with taste.”
! - Megan, 28, Oil Industry
“Oh yeah. I would react to that. I would be curious enough to come in and check it out.”
- Hannah, 25, Graduate Student
“I’d love to see a summer-scape or beach atmosphere behind the fruit. That seems relaxing.”
! - Christine, 38, Full-Time Mom
After seeing the guerilla ideas, the responses were:
“I like that. That is really cool!”
! - Nikki, 26, Accountant
“Wow! That would definitely grab my attention. I would want to know what that business was all
about.”
! - Erran, 35, Marketing Executive
Because of this coupled with our initial research, we are confident that this approach will be
successful and will reach our target effectively.
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20. Final Thoughts
What separates our campaign with others is our ability to extend it.
We know that the leadership of the Fruit Palette really loves and wants to advertise that their
product is healthy. We completely agree that it is important, however we feel as if to introduce
and position it initially as healthy just puts it as one more place on the map for a healthy snack.
This is the reason we have chosen to position it as a vacation. However, because our campaign
has legs, we can then extend it to highlight the health factor after we have generated initial
interest already.
The way this can be done is we add to the taglines and headlines.
Example. “Relax” becomes “Relax...It’s only 100 calories”, etc.
We at Springboard Advertising are confident our research is sound and this positioning and
campaign will be effective.
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