Boston Market
Boston Market reached out to the students at University of Denver for ideas to re-brand and expand the target market for their company. Myself, Louis Barry, Angelica Oberlander, and Bronte Cochran developed multiple campaign elements to target the current ‘bad mom’ target audience, as well as appeal to a new, secondary consumer: on-the-go, young, working individuals. By conducting some market and brand research, we were able to develop a campaign centered around the concept: Let Boston Market Make Life Easier.
My focus in the project was to develop the video concept and the Finals Feast PR event. The video concept centered around the family-food that Boston Market delivers, with the tagline: For every type of family - let Boston Market make life easier. The commercial will feature a variety of family types of all ages coming together around the table to enjoy a meal together. As the camera pans to a birds-eye view of the family-style meal, the tagline and Boston Market logo is displayed. The Finals Feast concept focused on targeting the younger-millennial audience soon to be the next generation of the ‘cool mom.’ Boston Market would provide a free, Harry Potter-style feast at 5 universities in cities that have one or more Boston Market locations. The event would bring students together to relax and unwind, provide them a free meal during a stressful finals time, and greatly increase brand awareness.
Below is the creative strategy brief and the final Canva slideshow, which was presented to 10 Boston Market representatives who visited the University of Denver.
Creative Strategy Brief -
Client/Situation Analysis
CLIENT: Boston Market
Currently, they are in a competitive fast casual space. They believe they are filling the need for great sit down meals that are convenient, but doesn’t give up quality. However, many consumers who want fast casual do not know of/consider Boston Market. People that know BM are Baby Boomers, and have grown up with BM. Millennials and Gen Z are focused on the health, and don’t know BM as well as the older generations.
The Goal: Advertising Objective
BRAND GOAL: To deliver high quality food that makes life easier for its consumer. Boston Market needs to move beyond being “the place my grandpa loves.
PRODUCT GOAL: Increase awareness of Boston Market and differentiate it from its competitor.
The Target: Whom are we talking to?
Primary: Mom’s/families with children under the age of 16.
Secondary: On-the-go individuals, young professionals, new consumers.
Key Consumer Insight
· 50/50 split of male and female customers at Boston Market.
· Moms are the biggest consumer (Typically thinks of dinner after 2 pm).
· 43.07% of Fast Food consumers eat out at lunch.
· 42% of Fast Food consumers eat out at dinner.
· Mostly an older consumer that currently goes to Boston Market.
Main Message: The One Thing
We spend so much money on food that barely tastes good and you snarf down in 5 minutes in-between meetings or soccer practices. Boston Market gives you the power to take back that time, bring everyone together, so let Boston Market make life easier.
The One Thing: When You Already Have Too Much On Your Plate, Let Boston Market Make Life Easier
Support: Why should they believe it?
The world today is very fast paced and having time to eat healthy food is stressful. We show that Boston Market will be there for the people that live busy lives but still enjoy the ability to sit down and have a meal with their family and friends.
Media Strategy
PR
Finals Feast at Universities (at the largest university in the top 5 cities with the most Boston Market locations
“Fake restaurant” Pop-up Shop or Food Truck for free samples (New York and LA?)
· People don’t know its Boston Market, then after 2 weeks they reveal its been Boston Market the whole time.
· Viral Content: People are able to try Boston Market products without its association with the brand and see that it really is amazing. Helps re-position the brand.
Social Media
Paid ads based on user location on Instagram and Facebook to offer coupon if they download the Boston Market App. Focus the ads on the target audience (moms, millennials, busy individuals).
Restaurant Pitch - The Cluck Truck
Develop a food truck (a.k.a the Cluck Truck) to test out new Boston Market menu items in large cities, such as Denver and Los Angeles. The food truck will drive around the cities to youth sporting events, farmers markets, and other large, family-based public events. The Cluck Truck will allow Boston Market to test out new recipes and menu items before adding them in store to gain direct feedback on products, as well as drive brand awareness and sales.
Celebrity Sponsor
Chrissy Tiegen
· She is incredibly famous, having 26 million followers on instagram,
· Is a renowned “foodie” and chef, having her own cookbooks
· Is known for being very honest and truthful about motherhood, without sugar coating her relatable experiences with her two children and husband
Video/Print
“Family of All Styles” commercial (show multiple types of families, like same-sex, multi-racial, friends, coworkers, etc.),
· Tagline: For every type of family - let Boston Market make life easier.
Tonality
Give this brand a modern sassy vibe of the cool working mom, the Chrissy Tiegen’s of the world.
Portray health, convenience, and realistic/relatable people that aren’t perfect, but still want a sit down meal