Creative Advertisement Strategies Report: Organic Bread Brand

This report provides a comprehensive analysis of creative advertising strategies for Mestemacher Organic Whole Rye Bread, an organic bread brand. It begins with an overview of the assignment brief, including the client (health and environment-conscious Australian customers) and the product. The report delves into key market trends, such as the growing demand for organic food and increasing health consciousness among consumers. It identifies the advertising problem as low brand awareness and outlines specific advertising objectives, including increasing brand awareness and sales. The report then analyzes the target competition, lists product benefits, and defines the unique selling proposition. A creative strategy statement is presented, along with a detailed discussion of the "big idea" and its rationalization. The report also includes sample advertisements, a logo, and a list of references. The report emphasizes the importance of organic farming and ethical sourcing, aligning with consumer values for a healthier and more sustainable lifestyle. The report also provides a detailed look at the target market and the creative strategy statement.

Running head: STRATEGIES FOR CREATIVE ADVERTISEMENT
STRATEGIES FOR CREATIVE ADVERTISEMENT
Name of the Student:
Name of the University:
Author note:

1STRATEGIES FOR CREATIVE ADVERTISEMENT
Table of Contents
1. The Brief.............................................................................................................................2
1.1. The Client....................................................................................................................2
1.2. The Product.................................................................................................................2
2. Research..............................................................................................................................2
2.1. Key Trends..................................................................................................................2
2.2. Advertising Problem....................................................................................................4
2.3. Advertising Objective..................................................................................................4
2.4. Target Competition......................................................................................................4
2.5. List of Product benefits...............................................................................................5
2.6. Unique Selling Proposition or Distinctive Feature:.....................................................5
2.7. Product Benefits..........................................................................................................5
2.8. Positioning of product.................................................................................................6
2.9. Single minded proposition...........................................................................................6
2.10. Target Market..........................................................................................................6
2.11. Creative Strategy Statement:...................................................................................7
3. The Big idea........................................................................................................................8
3.1. Concept........................................................................................................................8
3.2. Rationalisation.............................................................................................................9
3.3. Samples.....................................................................................................................10
3.4. Logo...........................................................................................................................10

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4. References:........................................................................................................................11
.Creative Strategy
1. The Brief
1.1. The Client
The health and environment conscious Australian customers.
1.2. The Product
The chosen product for this assignment is organic bread that is highly specialised in terms
of taste, fragrance, quality and health. It is derived from wheat crop and is produced from the
farming methods that restricts the use of any kind of chemicals or pesticides (organic
farming) (Balcombe et al., 2014)
2. Research
2.1. Key Trends
The concept of “organic” and “sustainability” is booming among the modern health
conscious and environment conscious customers’ world-wide. In Australia, more number of
people are turning into consuming food items that are organic as of the fact that organic diet
increases the intake of minerals, antioxidants, vitamins as well as the essential fatty acids
(Uneasangkomsate & Santiteerakul, 2016). The non-organic food on the other hand are made
of harmful pesticides and hormones that are very unhealthy of human beings. With the same,
it is also to note that organic food are often considered to be as ethical, tastier and healthier
than the food that are grown with the pesticides (non-organic). Below are mentioned that key
trends surrounding the consumption of food products in Australian consumers:

3STRATEGIES FOR CREATIVE ADVERTISEMENT
a) There has been a push towards the more organic methods of farming- better soil
management, biodynamic methods and fewer chemicals.
b) There are has been an ever increasing competition among the supermarkets in the
developed and developing countries to stock more amount of food that are guaranteed to
have been stored, produced and processed without any type of chemicals and fertilizers.
c) As per the recent survey, about 93percent of the Australian customers are turning to
chemical-free food products and at the same time there has been significant increase in
the number of households that occasionally buy the organic products, i.e., from 59
percent to 70 percent De Carvalho, De Fatima Salgueiro and Rita (2015).
d) Health motivation is still the top reason behind going organic among the Australian
consumers
e) Increasing health consciousness and concern of the customers over healthy eating and
food safety (Verain, Dagevos & Antonides, 2015)
f) Rising demands of bakery products with growing consumption of organic foods in the
developed and developing natiors.
g) Increase in disposable income of the Australian customers and change in lifestyles.
h) High demands and increase in sale for value-added premium food products that make use
of natural, fairly and organic traded ingredients.

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Figure 1: Organic food sales categories in Australia
2.2. Advertising Problem
a) Very low brand awareness of Mestemacher Organic Whole Rye Bread in Australian
market.
b) Reaching the potential consumers in compelling and meaningful manner.
c) Building long-term brand loyalty of the customers
d) High competition
2.3. Advertising Objective
a) Increasing brand awareness by 30% by the end of 3 months.
b) Creating strong brand image and identity among the local Australian customers
c) Delivering ultimate organic bread experiences and engaging the customers with the
Mestemacher Organic Whole Rye Bread brand.
d) Increasing the sales of the product by 15% towards the end of 6 months.
2.4. Target Competition
There are has been an ever increasing competition among the supermarkets in the
developed and developing countries to stock more amount of food that are guaranteed to
have been stored, produced and processed without any type of chemicals and fertilizers.
The primary, secondary and indirect competitors of the company are:
a) Primary competition
The primary competitor of the company are Loafer Bread Organic Bakery, Organic
Bread Bar and Organic Bread Bar Darlinghurst as they hold the majority of the market
share in bakery industry.
b) Secondary competition

5STRATEGIES FOR CREATIVE ADVERTISEMENT
The secondary competitor of the company is Brasserie Bread as this brand is in top of
mind of majority of the customers within the category of organic breads.
c) Indirect competition
Indirect competition comes from the Rudi’s organic bakery, Naturis organic Bread
and Manna Organics bakery.
2.5. List of Product benefits
a) It is healthier as organic bread is rich in fibre source that is very essential to have
healthy digestive system (Wee et al., 2014).
b) It provides vitamin B that are very important for the body for converting food into
energy efficiency.
c) No intake of harmful chemicals and pesticides.
d) It is better for the environment as it does not use pesticides and has very clear set of
rules regarding how the crops are harvested and are grown (Islam, 2014).
e) It tastes better and is ethically sourced.
f) It is priced fairly.
2.6. Unique Selling Proposition or Distinctive Feature:
Mestemacher Organic Whole Rye Bread is a fully fair trade and organic bread that
provides the consumers with ultimate indulgent experience on the basis of long-standing
traditions as well as rich taste of the pure and healthy
2.7. Product Benefits

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Figure 2: Product Benefits form Mestemacher Organic Whole Rye Bread
It is to note that Mestemacher Organic Whole Rye Bread promises to become a perfect
bakery of organic breads that can be used for every occasion and every taste that comes with
the exceptional chemical and pesticide free ingredients. The company believes that people
who live, eat and breath organic and sustainable could deliver the ultimate organic and
healthy experience and the add value to the environment, community and consumer.
2.8. Positioning of product
Mestemacher Organic Whole Rye Bread is at present positioned as an organic bread
company. It appeals to the consumers that love to have healthy and pure food and are highly
concerned about the environment and their own health (Wolter et al., 2014). With the same, it
is also to note that this organic bread is a premium product that is priced fairly and is
produced and processes naturally through organic farming.
2.9. Single minded proposition
Organically produced, organic bread that is ethically sourced to the Australian customers.
2.10. Target Market
The ideal customer of Mestemacher Organic Whole Rye Bread are the ones who are
health conscious and are willing to take extra time and spend some more amount for eating
Humanistic
Brand
Taste and
Quality Organic Environment
friendly
Premium
Brand Fair Price

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healthy and naturally grown food in the morning. They know the difference in between the
street vendor baked bread or the store-bought bakes breads, which make no promises about
high quality and purity. With the same, these are the customers who know about the tastes of
organic food and believes that “there does not need to be any difference between eating what
is good for the environment and eating what is healthy”. Below is mentioned that target
market of the target market are:
a) Both females and males
b) 18 to 35 years
c) They eat bread as their morning breakfast
d) They are willing spend higher than the average amount on healthy and organic
food.
e) Dweller of the Australian metropolitan areas as of the food availability, good
range of supermarkets and food culture.
f) Believer of nutritional value of the organic breads
2.11. Creative Strategy Statement:
Mestemacher Organic Whole Rye Bread provides its customers something different.
They produce the organic breads through organic farming and they ensure that all the breads
are vegan, kosher and carefully hand-made (Mohamad, Rusdi & Hashim, 2014). Its signature
product is the organic bread that is free of salt, no sweeteners or leavening agents. It is one of
the best organic bread brands for the special diet needs and for healthy eating.
Advertising Tone:
Indulgent, inspirational and delicious are the key words that are to be used in the
advertising of the product (Nenkov & Scott, 2014). It needs to be premium, organic, healthy

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and amazingly delicious in terms of taste for creating an emotional bonding with the target
segments of the products and to ensure that more number of products are sold in the market.
Creative strategy statement:
Advertising would convince the females and males from the age range of 18 to 35 years
about Mestemacher Organic Whole Rye Bread and the fact that this brand’s organic bread
blocks the taste delicious and that it is a premium product that is sustainably and organically
produced to ensure that the consumer feel good about their health and they are not taking any
advantage of the customers.
Customer insight:
Mestemacher Organic Whole Rye Bread encourages the on-the-go commuter to slow
down for few moments in the middle of their morning rush and take into consideration the
healthfulness of what they are eating. This regular choice would be highly important for both
the environment as well as the individual and Mestemacher Organic Whole Rye Bread wants
to help them in making the right decision that is beneficial for both of them.
3. The Big idea
3.1. Concept

9STRATEGIES FOR CREATIVE ADVERTISEMENT
The modern customers are highly image and visual conscious and they perceive a brand
to be premium or local on the basis of the amount of advertising they do and how they do so.
Also, they view brands a status symbol and they are always ready for paying a premium price
for reflecting certain healthy lifestyle. Mestemacher Organic Whole Rye Bread’s message of
its value and is promoted through all of its marketing and the service experience and at the
same time, it differentiates from its competitors on this basis. The daily choice breakfast has a
high impact on the health of the individuals and the environment where these ingredients
come from. The light brown and orange colour theme is used for approximate the colour of
the bread. The tagline of “Your Breakfast Matters” shall be used to target the customers to
have organic breads as their breakfast. It is basically to target the ones who are health
conscious and are willing to take extra time and spend some more amount for eating healthy
and naturally grown food in the morning
3.2. Rationalisation
Your
Breakfast
Matters

10STRATEGIES FOR CREATIVE ADVERTISEMENT
The concept speaks to the current consumers of Mestemacher Organic Whole Rye Bread’s. it
appeals to their needs for having and maintaining a healthy lifestyle and doing right things for
environment. This concept further addresses the below mentioned insights:
a) The current trends towards the organic food.
b) Unique selling proposition of fair-trade where Mestemacher Organic Whole Rye
Bread are aiding to the happiness, health and livelihood of the local Farmers.
c) Challenges the idea that Australia do not produce the best organic bread
d) Samples to give the product a try.
3.3. Samples
3.4. Logo

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4. References:
Balcombe, K., Bitzios, M., Fraser, I., & Haddock‐Fraser, J. (2014). Using attribute
importance rankings within discrete choice experiments: An application to valuing
bread attributes. Journal of Agricultural Economics, 65(2), 446-462.
de Carvalho, B. L., de Fátima Salgueiro, M., & Rita, P. (2015). Consumer Sustainability
Consciousness: A five dimensional construct. Ecological Indicators, 58, 402-410.
Islam, S. (2014). Marketing organic foods through conventional retail outlets. Journal of
Marketing Development and Competitiveness, 8(1), 98.
Mohamad, S. S., Rusdi, S. D., & Hashim, N. H. (2014). Organic food consumption among
urban consumers: Preliminary results. Procedia-Social and Behavioral Sciences, 130,
509-514.
Nenkov, G. Y., & Scott, M. L. (2014). “So cute I could eat it up”: priming effects of cute
products on indulgent consumption. Journal of Consumer Research, 41(2), 326-341.
Ueasangkomsate, P., & Santiteerakul, S. (2016). A study of consumers’ attitudes and
intention to buy organic foods for sustainability. Procedia Environmental
Sciences, 34, 423-430.