Mock Campaign For: GoldCrest Honey.

GoldCrest Honey

Is a brand of honey that has the following properties compared to other brands:

• Fragrant
• Smooth
• Irradiated
• Sweet
• Has a golden colour

Observations gathered from a series of interviews with people regarding:

Q

• Their thoughts about honey.
• The various uses of honey and the one they prefer.
• Their knowledge of the various brands of honey.
• The health benefits of honey

A

• Everyone uses honey everyone uses honey every once in a while.
• Most ladies use honey as a beauty product.
• Most people prefer honey as a sweetener and they would replace sugar with honey for health reasons.
• People don’t care about the brands, honey is honey.People know that honey helps with flu.

Insights from the observation:

• A fair amount of people care about their health.
• A large number of these health fanatics don’t know which brands of honey they prefer

The purpose of this brief  is to make people aware of the brand.

This is an organogram that indicates the current insight story and the transition into the ideal insight story after the campaign has gone live.

                         Brand: GoldCrest honey

Target Market: Health Fanatics

Problem statement

How can GoldCrest Honey help the health fanatics out there to think honey brands are not the same because currently they feel unconcerned in doing so - get them to say: " GoldCrest Honey is the best honey".

Big Idea:

I can solve the problem statement by showing the health fanatics that GoldCrest honey is not just honey but it is:

Edible Gold.

Pay off line:

Sweet Golden Moments.

Campaign Deliverables

• 60 seconds Television advert

Copy for the TV Adverts

Cast:

Lelo – A talented model and actress, who is very health conscious and likes the occasional sweet treat.

Narrator : Caucasian male with deep masculine voice.

This is the Script for the TV Advert.

...Sweet as Honey!