Print Ad (spec)

The client: AppleBerry Farms, a leading producer of frozen organic produce.

Target Audience: Mothers, ages 25–45 whose children are school age (K to 12). They want to feed their children healthy food and try to fit vegetables into every meal. Dinnertime is a busy time for them, though, and trying to cook the meal, help with homework, and catch up with their spouses and children often leaves them feeling frazzled. They often wish that there was an easier way to create healthy meals.

Business objective: This project is designed to help the company introduce its new product on the market and increase its sales by encouraging the target audience to purchase their first product.

My approach: To encourage the target audience to make their first purchase , I chose to lead the copy with the deeper benefit: relief. Not having to choose between qualiy time with the family and a healthy veggie meal resonates with busy moms. The overall copy brush off guilt -if any- and builds confidence in the product. Throughout the copy, I kept the Friendly, Promotional, Sincere, Empathetic, Fun tone of the brand.

Deliverable: One Print Ad that must include a coupon.

Design: Danni Exler.