Client: Freshslice Pizza Date: [Insert Date] Name: [Your Name] Section: Creative Brief

QUESTION

Please help me with create a creative brief for Freshslice Pizza. https://www.freshslice.com/ Thank you so much· for your help. This is really confusing me. You’re my life savior. Template： Client: Date: Name: Section: Background Relevant background information that would be important for the creative people to know about. This might include the competition, the specifics of an offer, a history of the company, whatever is important to know before creative advertising for the company. Positioning Statement To (target audience), (company) is the (product or service offering) that (point of difference, USP, etc.) Consumer Problem What is the problem the consumer is facing that the company can help solve? (Can be a quote from a consumer, or a description of the problem.) Key Insight What is happening, either in society or within the company, that this product or service can solve? (This is important to find the Big Idea.) Communications Objective Why are you telling people about this? What are you hoping to achieve with the communications? It’s not about sales, it’s what people need to know to draw them into a purchase. Communications Strategy What specifically do you want to say to people? What do you need them to know about the company/product? Motivating Support Points 1. What are some of the specific attributes that support the statement you made in the Strategy? 2. 3. 4. Target Audience: Primary: Who is the key group of people you are trying to reach. Be as specific as possible. More than just age and income, what about their attitudes and behaviours? How do they feel when they think about this category? Secondary: Who is another group you hope to reach, but may not be in the Primary target group? Tone and Manner: How you want the message to come across. This will create the feeling of the advertising. Do you want humour, serious, dramatic, playful, other? Can be a combination of things. Brand Essence (Consumer): Rational: What are the rational reasons for buying this product or service. Emotional: How does being associated with this, or using this, make you feel? Key Take-Away In quotes, what do you want the consumer (hoping to be your customer) to say about the communication they have just seen? This can follow a Think > Feel > Do form

ANSWER

Client: Freshslice Pizza Date: [Insert Date] Name: [Your Name] Section: Creative Brief

Background: Freshslice Pizza is a well-established pizza chain known for its emphasis on freshness, quality ingredients, and value for money. With numerous competitors in the fast-food industry, Freshslice Pizza stands out by offering a wide variety of delicious pizzas at affordable prices. The company has a history of delivering quick service without compromising on taste.

Positioning Statement: To pizza enthusiasts seeking both quality and value, Freshslice Pizza is the go-to destination for mouthwatering pizzas that combine the freshest ingredients with unbeatable prices.

Consumer Problem: Consumers are often torn between wanting high-quality, flavorful pizzas and the need for affordability. Many pizza options sacrifice either taste or price, leaving consumers unsatisfied.

Key Insight: In today’s fast-paced world, consumers crave both taste and affordability. They want to enjoy their favorite foods without breaking the bank.

Communications Objective: The objective is to inform potential customers about Freshslice Pizza’s unique offering – high-quality, fresh pizzas at competitive prices. This communication aims to establish Freshslice as the solution to the pizza dilemma consumers face.

Communications Strategy: Communicate the message that Freshslice Pizza offers the perfect blend of taste and value. Highlight the company’s commitment to using the freshest ingredients while keeping prices accessible to everyone.

Motivating Support Points:

Freshslice sources locally and focuses on the quality of ingredients.
Pizzas are made to order, ensuring freshness with every bite.
Competitive pricing ensures affordability without compromising quality.
Wide variety of flavors and toppings cater to diverse preferences.

Target Audience: Primary: Pizza lovers aged 18-35 who seek quality, value, and convenience. They enjoy indulging in satisfying meals that don’t break the bank. They are open to trying new flavors and appreciate customization options. Secondary: Families and groups looking for affordable dining options that cater to varying tastes and preferences.

Tone and Manner: The tone should be inviting, friendly, and approachable. Humor can be integrated to create a relatable and enjoyable experience.

Brand Essence (Consumer): Rational: Freshslice Pizza is a smart choice because it provides high-quality pizzas at prices that won’t strain your wallet. Emotional: Ordering from Freshslice Pizza makes you feel like you’re treating yourself to a delicious and affordable experience that doesn’t compromise on taste.

Key Take-Away: As a consumer watching the advertisement, you’ll think, “Finally, a pizza place that understands my cravings for both quality and affordability. I can’t wait to try their mouthwatering pizzas with my friends and family.” This communication aims to evoke a sense of excitement, satisfaction, and anticipation.

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