Friday, October 31, 2008

Position Paper- Burger Planet

Creative Brief

Burger Planet is now offering healthy choice menu options in the quick service food industry. Not only do we want to add items to our menu we want to position ourselves in the minds of our customers, especially women between the ages of 30 and 40, as a healthy alternative. Our partnership with Jayne Peterson will help give us positive publicity and a voice for our campaign.

Our research has shown that although women between 30 and 40 years of age have stopped coming to Burger Planet as often they still enjoy the concept of quick service food. Our target audience also is the target audience of Opal Whitcomb. Those who support her and her ties with Jayne Peterson and weight loss will also support Burger Planet’s new menu.

We believe that through a series of press releases and various advertisements including radio, TV, and billboards associated with Jayne Peterson we will be able to positively position Burger Planet in the minds of all our customers.


Julee_Baird said...

I thought that your positioning paper was to the point. I thought you did a great job addressing the main points. Nice job!

Karlie said...

I like that you focused on your target audience and how to capture their attention. I would maybe include more concerns Burger Planet CEOs may have about adding healthy choices.

R. Craig Morris said...

Does quick service in the first sentence need a hyphen? Other than that I thought it looked good. You hit on all the main points that I would have.

m e g a n said...

You did a great job of giving an exact idea of who the target audience is. I was really impressed with that! Only suggestion I have would be to incorporate the fact there are existing menu items.