Friday, March 13, 2009
HOW ARE THE DELIVERABLES YOU ARE CREATING POSITIONING AND SUBSTANTIATING BRAND?
Posted on Motion and Film's Page. Click title of post to link there.
Thursday, March 12, 2009
More research:
1.) What do they put in fast food? Is there a physical reason that people keep coming back for more?
2.) If so, are these health risks even more serious than those normally associated with fast food?
3.) Are the alternatives viable to everyone in an economic sense?
4.) How easy is it to break habits involved with what we eat?
5.) How is habit breaking marketed (i.e. stopping smoking)?
6.) Economic ramifications of fast food business decreasing slightly or dramatically given the current economic situation.
7.) Nutritional facts about all natural ingredients vs. what is used by the fast food industry.
8.) Success of industries like Food Network that provide information on alternatives to fast food.
Implementation:
1.) Campaign similar to Truth or Above the Influence that exposes people to some of the more shocking facts about fast food and obesity.
2.) Hand out a pamphlet or newsletter to people downtown or on campus full of our findings about fast food and alternatives to live healthier.
3.) Create a campaign that challenges people to go without fast food for a certain amount of time, something like “daring” them to go without fast food.
4.) 15 or 30 second TV spots that offer alternative meals that are so quick that they can be explained in this short of a time.
5.) Hold some protests in campus or mall food courts to shock people with the facts of the food that’s right in front of them.
2.) If so, are these health risks even more serious than those normally associated with fast food?
3.) Are the alternatives viable to everyone in an economic sense?
4.) How easy is it to break habits involved with what we eat?
5.) How is habit breaking marketed (i.e. stopping smoking)?
6.) Economic ramifications of fast food business decreasing slightly or dramatically given the current economic situation.
7.) Nutritional facts about all natural ingredients vs. what is used by the fast food industry.
8.) Success of industries like Food Network that provide information on alternatives to fast food.
Implementation:
1.) Campaign similar to Truth or Above the Influence that exposes people to some of the more shocking facts about fast food and obesity.
2.) Hand out a pamphlet or newsletter to people downtown or on campus full of our findings about fast food and alternatives to live healthier.
3.) Create a campaign that challenges people to go without fast food for a certain amount of time, something like “daring” them to go without fast food.
4.) 15 or 30 second TV spots that offer alternative meals that are so quick that they can be explained in this short of a time.
5.) Hold some protests in campus or mall food courts to shock people with the facts of the food that’s right in front of them.
additional research
8 additional areas of research topics:
- other easy changes to a healthier lifestyle like the example of switching to fat free or reduced fat milk.
- how many extra calories per day or week on average a fast food eater takes in compared to people that eat at home more often.
- how long it will take for the waste products from fast food restaurants to decompose from land fills. Like Styrofoam, cups, paper items.
- how much waste will be produced from fast food restaurants in the next 25 years if the trend stays the same or increases, how much effect that will have on land fills
- how restaurants can increase the quality of their food without affecting the cost too much
- the breakdown of nutrition people are getting from the most prominent fast food items. Like how much protein, fat, veggies, fruit, and breads/grains are in item like a Whopper, Big Mac, or burrito
- what initiatives can be taken to make restaurants recycle more
- how much money the long term effects of eating fast food can cost someone. i.e. heart attacks, strokes, gym memberships, etc.
5 ideas of how brand can be implemented and activated
- target parents and show them all of the health risks they are putting their child in danger of by giving them fast food and getting them hooked on it.
- show college students alternatives to eating fast food. Show them quick, cheap, and convenient ways to make meals, or places they can go for healthy food that is quick
- show moms ways to make healthy quick meals, and tell them how their food will impact their child compared to fast food. Show them all of the nutrition aspects and vitamins their kids are getting compared to the grease and fat of fast food.
- show how wasteful Americans are being right now and how a large part of that is due to fast food, and show them what it will look like in the future with all of this waste we are creating now.
- show restaurants what they can do to be more environmentally conscience and create and initiative for them to do it. Make a way for them to want to do it that out ways the added cost of going green
5 ideas that pertain to print and web (take into account our audience and media)
- websites and posters that show images of how much waste in land fills is due to fast food, & show how big the landfills will be in 25 years if the current rate persists. Maybe have an image of a landfill that people can choose to see what it will look like in different increments of time, like they can watch it grow from 10-15, 25-30, 45-50 years and so on if the rate stays the same.
- make a website with healthy, fast meals geared either towards college students or moms. It should be easy to navigate and have the food items broken up into several categories. Show them how much money they will save in the long run by eating at home, and the nutritional aspects compared to fast food.
- Have a website with images that shows the negative effects fast food is having on people’s bodies. Showing their arteries being clogged, their fat cells increasing, and the lack of good nutrients. A website where they can really see what fats food is causing.
- have a website that shows the simple changes restaurants can do to become more green, and show what people can do at home. Show the positive effects that recycling can have in the future.
- Make a website geared towards kids that creates fun characters out of nutritious foods, and shows them and their parents how to make healthy easy snacks and meals.
- other easy changes to a healthier lifestyle like the example of switching to fat free or reduced fat milk.
- how many extra calories per day or week on average a fast food eater takes in compared to people that eat at home more often.
- how long it will take for the waste products from fast food restaurants to decompose from land fills. Like Styrofoam, cups, paper items.
- how much waste will be produced from fast food restaurants in the next 25 years if the trend stays the same or increases, how much effect that will have on land fills
- how restaurants can increase the quality of their food without affecting the cost too much
- the breakdown of nutrition people are getting from the most prominent fast food items. Like how much protein, fat, veggies, fruit, and breads/grains are in item like a Whopper, Big Mac, or burrito
- what initiatives can be taken to make restaurants recycle more
- how much money the long term effects of eating fast food can cost someone. i.e. heart attacks, strokes, gym memberships, etc.
5 ideas of how brand can be implemented and activated
- target parents and show them all of the health risks they are putting their child in danger of by giving them fast food and getting them hooked on it.
- show college students alternatives to eating fast food. Show them quick, cheap, and convenient ways to make meals, or places they can go for healthy food that is quick
- show moms ways to make healthy quick meals, and tell them how their food will impact their child compared to fast food. Show them all of the nutrition aspects and vitamins their kids are getting compared to the grease and fat of fast food.
- show how wasteful Americans are being right now and how a large part of that is due to fast food, and show them what it will look like in the future with all of this waste we are creating now.
- show restaurants what they can do to be more environmentally conscience and create and initiative for them to do it. Make a way for them to want to do it that out ways the added cost of going green
5 ideas that pertain to print and web (take into account our audience and media)
- websites and posters that show images of how much waste in land fills is due to fast food, & show how big the landfills will be in 25 years if the current rate persists. Maybe have an image of a landfill that people can choose to see what it will look like in different increments of time, like they can watch it grow from 10-15, 25-30, 45-50 years and so on if the rate stays the same.
- make a website with healthy, fast meals geared either towards college students or moms. It should be easy to navigate and have the food items broken up into several categories. Show them how much money they will save in the long run by eating at home, and the nutritional aspects compared to fast food.
- Have a website with images that shows the negative effects fast food is having on people’s bodies. Showing their arteries being clogged, their fat cells increasing, and the lack of good nutrients. A website where they can really see what fats food is causing.
- have a website that shows the simple changes restaurants can do to become more green, and show what people can do at home. Show the positive effects that recycling can have in the future.
- Make a website geared towards kids that creates fun characters out of nutritious foods, and shows them and their parents how to make healthy easy snacks and meals.
More research:
1.) What do they put in fast food? Is there a physical reason that people keep coming back for more?
2.) If so, are these health risks even more serious than those normally associated with fast food?
3.) Are the alternatives viable to everyone in an economic sense?
4.) How easy is it to break habits involved with what we eat?
5.) How is habit breaking marketed (i.e. stopping smoking)?
6.) Economic ramifications of fast food business decreasing slightly or dramatically given the current economic situation.
7.) Nutritional facts about all natural ingredients vs. what is used by the fast food industry.
8.) Success of industries like Food Network that provide information on alternatives to fast food.
Implementation:
1.) Campaign similar to Truth or Above the Influence that exposes people to some of the more shocking facts about fast food and obesity.
2.) Hand out a pamphlet or newsletter to people downtown or on campus full of our findings about fast food and alternatives to live healthier.
3.) Create a campaign that challenges people to go without fast food for a certain amount of time, something like “daring” them to go without fast food.
4.) 15 or 30 second TV spots that offer alternative meals that are so quick that they can be explained in this short of a time.
5.) Hold some protests in campus or mall food courts to shock people with the facts of the food that’s right in front of them.
2.) If so, are these health risks even more serious than those normally associated with fast food?
3.) Are the alternatives viable to everyone in an economic sense?
4.) How easy is it to break habits involved with what we eat?
5.) How is habit breaking marketed (i.e. stopping smoking)?
6.) Economic ramifications of fast food business decreasing slightly or dramatically given the current economic situation.
7.) Nutritional facts about all natural ingredients vs. what is used by the fast food industry.
8.) Success of industries like Food Network that provide information on alternatives to fast food.
Implementation:
1.) Campaign similar to Truth or Above the Influence that exposes people to some of the more shocking facts about fast food and obesity.
2.) Hand out a pamphlet or newsletter to people downtown or on campus full of our findings about fast food and alternatives to live healthier.
3.) Create a campaign that challenges people to go without fast food for a certain amount of time, something like “daring” them to go without fast food.
4.) 15 or 30 second TV spots that offer alternative meals that are so quick that they can be explained in this short of a time.
5.) Hold some protests in campus or mall food courts to shock people with the facts of the food that’s right in front of them.
Liz 031209
Target Market:
Parents - Moms
Middle income ages 23-35
Suburban
young rising communities i.e. Stapleton "hip mom" overly protective.
1- families for health
focus on health issues with fast food and alternatives
with fast food and alternatives
2-Food Fence
When is it ok to cross?
about the wall we should put around fast food chains - keep children out
3-Tied in Family
promote family togetherness and healthy lifestyle
4-Predetermined choices
Are your children being brainwashed - joe camel
5-Directional food
The direction lifestyles are moving away form fast food - act like the bandwagon is already moving and they need to get on
MOTION
1-Youtube Viral study//shocking -show statistics in a funny way
2-Tv Commercial-mom channel time
3-Short film to show in between movies at the movie in the Park events for families in the summer
4-Guerrilla marketing - build outdoor sculpture of screens and attract publicity and move to different neighborhoods - can simulate it in the space C4D and video of actual neighborhood with people put a sign up so that we can video tape people loooking at something
5-iphone- marketing campaign series.
Research
1-iphone marketing
2-Guerrilla marketing
3-successful motion in this area of persuasion
4 mediums to reach market
5-Bandwagon marketing Strategy
6-Targeting Parents
7-What marketing parents respond to
8-Actual research from parents - feedback on concept
Parents - Moms
Middle income ages 23-35
Suburban
young rising communities i.e. Stapleton "hip mom" overly protective.
1- families for health
focus on health issues with fast food and alternatives
with fast food and alternatives
2-Food Fence
When is it ok to cross?
about the wall we should put around fast food chains - keep children out
3-Tied in Family
promote family togetherness and healthy lifestyle
4-Predetermined choices
Are your children being brainwashed - joe camel
5-Directional food
The direction lifestyles are moving away form fast food - act like the bandwagon is already moving and they need to get on
MOTION
1-Youtube Viral study//shocking -show statistics in a funny way
2-Tv Commercial-mom channel time
3-Short film to show in between movies at the movie in the Park events for families in the summer
4-Guerrilla marketing - build outdoor sculpture of screens and attract publicity and move to different neighborhoods - can simulate it in the space C4D and video of actual neighborhood with people put a sign up so that we can video tape people loooking at something
5-iphone- marketing campaign series.
Research
1-iphone marketing
2-Guerrilla marketing
3-successful motion in this area of persuasion
4 mediums to reach market
5-Bandwagon marketing Strategy
6-Targeting Parents
7-What marketing parents respond to
8-Actual research from parents - feedback on concept
Liz 031209
Target Market:
Parents - Moms
Middle income ages 23-35
Suburban
young rising communities i.e. Stapleton "hip mom" overly protective.
1- families for health
focus on health issues with fast food and alternatives
with fast food and alternatives
2-Food Fence
When is it ok to cross?
about the wall we should put around fast food chains - keep children out
3-Tied in Family
promote family togetherness and healthy lifestyle
4-Predetermined choices
Are your children being brainwashed - joe camel
5-Directional food
The direction lifestyles are moving away form fast food - act like the bandwagon is already moving and they need to get on
MOTION
1-Youtube Viral study//shocking -show statistics in a funny way
2-Tv Commercial-mom channel time
3-Short film to show in between movies at the movie in the Park events for families in the summer
4-Guerrilla marketing - build outdoor sculpture of screens and attract publicity and move to different neighborhoods - can simulate it in the space C4D and video of actual neighborhood with people put a sign up so that we can video tape people loooking at something
5-iphone- marketing campaign series.
Research
1-iphone marketing
2-Guerrilla marketing
3-successful motion in this area of persuasion
4 mediums to reach market
5-Bandwagon marketing Strategy
6-Targeting Parents
7-What marketing parents respond to
8-Actual research from parents - feedback on concept
Parents - Moms
Middle income ages 23-35
Suburban
young rising communities i.e. Stapleton "hip mom" overly protective.
1- families for health
focus on health issues with fast food and alternatives
with fast food and alternatives
2-Food Fence
When is it ok to cross?
about the wall we should put around fast food chains - keep children out
3-Tied in Family
promote family togetherness and healthy lifestyle
4-Predetermined choices
Are your children being brainwashed - joe camel
5-Directional food
The direction lifestyles are moving away form fast food - act like the bandwagon is already moving and they need to get on
MOTION
1-Youtube Viral study//shocking -show statistics in a funny way
2-Tv Commercial-mom channel time
3-Short film to show in between movies at the movie in the Park events for families in the summer
4-Guerrilla marketing - build outdoor sculpture of screens and attract publicity and move to different neighborhoods - can simulate it in the space C4D and video of actual neighborhood with people put a sign up so that we can video tape people loooking at something
5-iphone- marketing campaign series.
Research
1-iphone marketing
2-Guerrilla marketing
3-successful motion in this area of persuasion
4 mediums to reach market
5-Bandwagon marketing Strategy
6-Targeting Parents
7-What marketing parents respond to
8-Actual research from parents - feedback on concept
Liz 031209
Target Market:
Parents - Moms
Middle income ages 23-35
Suburban
young rising communities i.e. Stapleton "hip mom" overly protective.
1- families for health
focus on health issues with fast food and alternatives
with fast food and alternatives
2-Food Fence
When is it ok to cross?
about the wall we should put around fast food chains - keep children out
3-Tied in Family
promote family togetherness and healthy lifestyle
4-Predetermined choices
Are your children being brainwashed - joe camel
5-Directional food
The direction lifestyles are moving away form fast food - act like the bandwagon is already moving and they need to get on
MOTION
1-Youtube Viral study//shocking -show statistics in a funny way
2-Tv Commercial-mom channel time
3-Short film to show in between movies at the movie in the Park events for families in the summer
4-Guerrilla marketing - build outdoor sculpture of screens and attract publicity and move to different neighborhoods - can simulate it in the space C4D and video of actual neighborhood with people put a sign up so that we can video tape people loooking at something
5-iphone- marketing campaign series.
Research
1-iphone marketing
2-Garrilla marketing
3-successful motion in this area of persuasion
4 mediums to reach market
5-Bandwagon marketing Strategy
6-Targeting Parents
7-What marketing parents respond to
8-Actual research from parents - feedback on concept
Parents - Moms
Middle income ages 23-35
Suburban
young rising communities i.e. Stapleton "hip mom" overly protective.
1- families for health
focus on health issues with fast food and alternatives
with fast food and alternatives
2-Food Fence
When is it ok to cross?
about the wall we should put around fast food chains - keep children out
3-Tied in Family
promote family togetherness and healthy lifestyle
4-Predetermined choices
Are your children being brainwashed - joe camel
5-Directional food
The direction lifestyles are moving away form fast food - act like the bandwagon is already moving and they need to get on
MOTION
1-Youtube Viral study//shocking -show statistics in a funny way
2-Tv Commercial-mom channel time
3-Short film to show in between movies at the movie in the Park events for families in the summer
4-Guerrilla marketing - build outdoor sculpture of screens and attract publicity and move to different neighborhoods - can simulate it in the space C4D and video of actual neighborhood with people put a sign up so that we can video tape people loooking at something
5-iphone- marketing campaign series.
Research
1-iphone marketing
2-Garrilla marketing
3-successful motion in this area of persuasion
4 mediums to reach market
5-Bandwagon marketing Strategy
6-Targeting Parents
7-What marketing parents respond to
8-Actual research from parents - feedback on concept
Additional Research Needed
MORE RESEARCH NEEDED:
More research is needed in comparing campaigns such as the truth.com to McDonalds. Look into research of what exactly is in products you buy, and compare it to other everyday objects. (.ie truth advertisements comparing cigarette ingredients to rat poison.)
Although we have a decent amount of research on ways of creating a healthy lifestyle for yourself, we still need more pertaining to programs, directions to take, proven ways and methods of approach. If we are looking to take the route of creating fear, maybe we should look into health risks and the dangers of fast food.
Whomever we choose to target we need to investigate it further, because right now we really don’t have a whole lot of information for ‘Sean’ demographic, parental demographic and/or potential parents. We need more facts, figures, and statistics, how we will reach them, proven methods, etc.
Also we need to research effective methods of advertisements from billboard campaigns to television spots to websites to grassroots campaigns.
BRAND IMPLEMENTATION/ APPROACH:
I think one of our hardest parts of brand implementation is going to be getting people involved. I view this as creating a movement, a social change in the way we run our lives in terms of lifestyle choices. If we choose to make this a far-reaching campaign then we have to have consistency throughout all locations. If we hold meetings/programs there needs to be a set style. With our approach we don’t really have merchandise, products to implement our brand into.
The first way to approach our brand that comes to mind for me is taking a national viral marketing, grassroots approach. Almost like a mix of the truth campaign, meets Shepard Fairy’s “Obey” meets billboards.
Another approach we can take a scare tactic approach, by insinuating dangers and ‘truths’ within our branding that attempt to steer people away from fast food.
During our research I found an article relating Ronald McDonald to Joe Camel. I found it very interesting the comparisons made and how Joe Camel was removed to protect children and their health, but RD does the something and is still around.
Also I really like the approach that Joseph had with the reworking of the current fast food slogans. Although I’m not sure I would use some of the exact phrases he had mentioned, there is still a lot of potential there that we can exploit.
Lastly, I was thinking about a strictly college campus approach. The benefits of this is that we are now focusing our audience, but at the same time we are leaving out all the other people in this age bracket who don’t go to college. The college campus approach could incorporate seminars/meetings on healthy eating and lifestyles, poster campaigns, incentive programs, free guides/programs and free handouts.
GROUP BRAND IDEAS:
Create interstitials that give advice or facts relating to healthy living or dangers of fast food. Could be possibly implemented into a Promotional DVD
Create films in the style of truth campaigns; provide motion graphics
Viral videos that are made for YouTube
Create graphics and animation for Promotional DVD interface
Logo Animation- pending the creation of a logo.
Create a 5 minute film on the dangers of fast food and the healthy alternatives. Provide title sequence, credits, as well as transitions.
More research is needed in comparing campaigns such as the truth.com to McDonalds. Look into research of what exactly is in products you buy, and compare it to other everyday objects. (.ie truth advertisements comparing cigarette ingredients to rat poison.)
Although we have a decent amount of research on ways of creating a healthy lifestyle for yourself, we still need more pertaining to programs, directions to take, proven ways and methods of approach. If we are looking to take the route of creating fear, maybe we should look into health risks and the dangers of fast food.
Whomever we choose to target we need to investigate it further, because right now we really don’t have a whole lot of information for ‘Sean’ demographic, parental demographic and/or potential parents. We need more facts, figures, and statistics, how we will reach them, proven methods, etc.
Also we need to research effective methods of advertisements from billboard campaigns to television spots to websites to grassroots campaigns.
BRAND IMPLEMENTATION/ APPROACH:
I think one of our hardest parts of brand implementation is going to be getting people involved. I view this as creating a movement, a social change in the way we run our lives in terms of lifestyle choices. If we choose to make this a far-reaching campaign then we have to have consistency throughout all locations. If we hold meetings/programs there needs to be a set style. With our approach we don’t really have merchandise, products to implement our brand into.
The first way to approach our brand that comes to mind for me is taking a national viral marketing, grassroots approach. Almost like a mix of the truth campaign, meets Shepard Fairy’s “Obey” meets billboards.
Another approach we can take a scare tactic approach, by insinuating dangers and ‘truths’ within our branding that attempt to steer people away from fast food.
During our research I found an article relating Ronald McDonald to Joe Camel. I found it very interesting the comparisons made and how Joe Camel was removed to protect children and their health, but RD does the something and is still around.
Also I really like the approach that Joseph had with the reworking of the current fast food slogans. Although I’m not sure I would use some of the exact phrases he had mentioned, there is still a lot of potential there that we can exploit.
Lastly, I was thinking about a strictly college campus approach. The benefits of this is that we are now focusing our audience, but at the same time we are leaving out all the other people in this age bracket who don’t go to college. The college campus approach could incorporate seminars/meetings on healthy eating and lifestyles, poster campaigns, incentive programs, free guides/programs and free handouts.
GROUP BRAND IDEAS:
Create interstitials that give advice or facts relating to healthy living or dangers of fast food. Could be possibly implemented into a Promotional DVD
Create films in the style of truth campaigns; provide motion graphics
Viral videos that are made for YouTube
Create graphics and animation for Promotional DVD interface
Logo Animation- pending the creation of a logo.
Create a 5 minute film on the dangers of fast food and the healthy alternatives. Provide title sequence, credits, as well as transitions.
Additional Research
8 areas of additional research:
1. How many young parents feed children fast food.
2. The willingness of college age kids to change habbits.
3. cheap food options that take little effort and time.
4. fast food design
5. advertising costs(tv, shirts, etc.)
6. how real the "savetheburger.org" campaign is
7. fast food and new freedom(independence)
8. waste statistics and posible outcomes.
5 ideas of brand implementation:
1. t-shirts
2. serious commercials
3. sacrasm
4. imagry of consequences
5. showing positive outcomes and examples of real life people/companies doing it.
5 motion ideas:
1. tv commercials, based on truth asthetic
2. viral videos showing fast food atmosphere
3. documentary on fast food life.
4. motion piece showing trash pile up
5. make none fast food look as cool as fast food companies make their products.
1. How many young parents feed children fast food.
2. The willingness of college age kids to change habbits.
3. cheap food options that take little effort and time.
4. fast food design
5. advertising costs(tv, shirts, etc.)
6. how real the "savetheburger.org" campaign is
7. fast food and new freedom(independence)
8. waste statistics and posible outcomes.
5 ideas of brand implementation:
1. t-shirts
2. serious commercials
3. sacrasm
4. imagry of consequences
5. showing positive outcomes and examples of real life people/companies doing it.
5 motion ideas:
1. tv commercials, based on truth asthetic
2. viral videos showing fast food atmosphere
3. documentary on fast food life.
4. motion piece showing trash pile up
5. make none fast food look as cool as fast food companies make their products.
Additional Brainstorming
Erin Aggeler Print and Web 03/12/09
Areas of additional research to consider:
1) Childhood obesity linked to fast food advertising.
2) Healthy choices and alternatives.
3) Environmental effects from waste, transportation and pollutants.
4) College students and fast food habits.
5) Negative health effects from the food.
6) Fast food advertising and positioning.
7) International fast food trends.
8) Parenting and fast food.
Ideas for brand implementation:
1) Create buzz with mass protests of fast food for a day. (Campaign could be applied in all groups medium).
2) Create a “mockumentary” style campaign that appropriates familiar fast food brand ideologies.
3) If we decide on the “Mind the Waist (or Waste?)” tagline, we could play with the typography of the word to allude to both connotations. In example we could create a measurement tape squeezing effect on the midsection of the word, and maybe arrange it in front of a silhouette of a trash can or recycling bin.
4) Similar to the televised “TRUTH” campaigns that demonstrate shocking statistics through social demonstrations, we could organize a demonstration on campus in a similar fashion as the cigarette exposing campaign.
5) Advertise the dangers of eating fast food like a surgeon general’s warning label on cigarettes. Gain support to persuade the label to be required on all fast food packaging.
Ideas for print and web implementation:
1) Find compelling facts and images that illustrate the effects of fast food, combined with small, simple and probably one line type that summarizes the message.
2) Create a poll for the web that tracks trends of the viewers fast food habits and displays average results for each question, i.e. how many times a month do you eat fast food or how much money do you spend on fast food compared to groceries?
3) Produce stickers (I have a vinyl plotter and create a lot of them very cheap), handouts, buttons, and other disposable print materials in addition to the posters and web promotion.
4) Create a series of info-graphics that visually demonstrate interesting portions of our research and can be included in both print and web deliverables.
5) Build a small flash game to be included on the web that is themed fast food.
Areas of additional research to consider:
1) Childhood obesity linked to fast food advertising.
2) Healthy choices and alternatives.
3) Environmental effects from waste, transportation and pollutants.
4) College students and fast food habits.
5) Negative health effects from the food.
6) Fast food advertising and positioning.
7) International fast food trends.
8) Parenting and fast food.
Ideas for brand implementation:
1) Create buzz with mass protests of fast food for a day. (Campaign could be applied in all groups medium).
2) Create a “mockumentary” style campaign that appropriates familiar fast food brand ideologies.
3) If we decide on the “Mind the Waist (or Waste?)” tagline, we could play with the typography of the word to allude to both connotations. In example we could create a measurement tape squeezing effect on the midsection of the word, and maybe arrange it in front of a silhouette of a trash can or recycling bin.
4) Similar to the televised “TRUTH” campaigns that demonstrate shocking statistics through social demonstrations, we could organize a demonstration on campus in a similar fashion as the cigarette exposing campaign.
5) Advertise the dangers of eating fast food like a surgeon general’s warning label on cigarettes. Gain support to persuade the label to be required on all fast food packaging.
Ideas for print and web implementation:
1) Find compelling facts and images that illustrate the effects of fast food, combined with small, simple and probably one line type that summarizes the message.
2) Create a poll for the web that tracks trends of the viewers fast food habits and displays average results for each question, i.e. how many times a month do you eat fast food or how much money do you spend on fast food compared to groceries?
3) Produce stickers (I have a vinyl plotter and create a lot of them very cheap), handouts, buttons, and other disposable print materials in addition to the posters and web promotion.
4) Create a series of info-graphics that visually demonstrate interesting portions of our research and can be included in both print and web deliverables.
5) Build a small flash game to be included on the web that is themed fast food.
Tuesday, March 10, 2009
Film and Motion Consolidated Research
Living healthier:
~Work less
~Make meals at home, take food to work
~Healthier Fast Food(noodles, chipotle)
~Smaller portions
~Eat Fatty Meat(Fat doesn't make you fat, excess calories do)
~Multivitamins
~Step Programs and healthy living guides
~Tap water is cheaper and often the same quality as bottled water
Average Waste
~18,000 tons of carbon emission every year from food road traffic
~Fast food is biggest contributor of liter
~Average American throws away 1.3 lbs of scrap everyday
~Americans are the champions of trash: on average they jettison over 700kg each a year.
~Average human produces 1 ton of waste.
~On average, American households waste 14 percent of their food purchases.
~The U.S. Department of Agriculture reports that Americans throw out over 11 billion pounds of fruit and vegetables every year.
~The average restaurant produces about 8200 pounds of waste a month, over 98,000 pounds a year. About 15% of that waste is in the form of reusable materials. That means nearly 15,000 pounds of waste per month can be completely eliminated.
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Getting rid of useless materials helps the environment and saves resources. It also lessons waste.
~67,000 lbs of waste saved by taking ink out of the napkins.
Also, reusing excess food in appropriate manners. For example using left over food to feed animals.
Reaching different demographics
Business are targeting children because they remember younger and are loyal sooner. Children also nag parents into purchasing items they wouldn't have normally bought.
Parent's are concerned with money, education, social causes, and creating quality family time. They are also concerned with what makes their family happen.
Number one food choice for school cafeteria is PIZZA (Dominos).
Companies use sponsors to reach school demographic.
Buzz marketing - using popular individuals to advertise their product.
For targeting ages 18-24, individuals are more concerned with quality rather than brand loyalty.
We take Joe Camel off the billboard because it is marketing bad products to our children, but Ronald McDonald is considered cute. How different are they in their impact, and what they're trying to get kids to do?
Differences between Slow Food and Fast Food Restaurants
http://www.thedailyplate.com
Slow Food- sit down restaurant like red robin, chili's, etc.
~Less likely to eat more during the day after eating from a slow food restaurant.
~Table service meals have more calories because they're bigger portions.
~both have more calories than eating at home.
Fries (Applebee's)
Serving Size: 1 serving; Calories: 430, Total Fat: 26g, Carbs: 43g, Protein: 4g
French Fries - Medium French Fries (McDonald's)
Serving Size: 1 medium order / 4 oz (114g); Calories: 380, Total Fat: 19g, Carbs: 48g, Protein: 4g
Steak Fries (Red Robin)
Serving Size: 1 side; Calories: 390, Total Fat: 17g, Carbs: 53g, Protein: 6g
Tag Lines
1. Save the Food
2. Food Please
3. Fast Food Poison
4. Real
~Work less
~Make meals at home, take food to work
~Healthier Fast Food(noodles, chipotle)
~Smaller portions
~Eat Fatty Meat(Fat doesn't make you fat, excess calories do)
~Multivitamins
~Step Programs and healthy living guides
~Tap water is cheaper and often the same quality as bottled water
Average Waste
~18,000 tons of carbon emission every year from food road traffic
~Fast food is biggest contributor of liter
~Average American throws away 1.3 lbs of scrap everyday
~Americans are the champions of trash: on average they jettison over 700kg each a year.
~Average human produces 1 ton of waste.
~On average, American households waste 14 percent of their food purchases.
~The U.S. Department of Agriculture reports that Americans throw out over 11 billion pounds of fruit and vegetables every year.
~The average restaurant produces about 8200 pounds of waste a month, over 98,000 pounds a year. About 15% of that waste is in the form of reusable materials. That means nearly 15,000 pounds of waste per month can be completely eliminated.
-------------------------
Getting rid of useless materials helps the environment and saves resources. It also lessons waste.
~67,000 lbs of waste saved by taking ink out of the napkins.
Also, reusing excess food in appropriate manners. For example using left over food to feed animals.
Reaching different demographics
Business are targeting children because they remember younger and are loyal sooner. Children also nag parents into purchasing items they wouldn't have normally bought.
Parent's are concerned with money, education, social causes, and creating quality family time. They are also concerned with what makes their family happen.
Number one food choice for school cafeteria is PIZZA (Dominos).
Companies use sponsors to reach school demographic.
Buzz marketing - using popular individuals to advertise their product.
For targeting ages 18-24, individuals are more concerned with quality rather than brand loyalty.
We take Joe Camel off the billboard because it is marketing bad products to our children, but Ronald McDonald is considered cute. How different are they in their impact, and what they're trying to get kids to do?
Differences between Slow Food and Fast Food Restaurants
http://www.thedailyplate.com
Slow Food- sit down restaurant like red robin, chili's, etc.
~Less likely to eat more during the day after eating from a slow food restaurant.
~Table service meals have more calories because they're bigger portions.
~both have more calories than eating at home.
Fries (Applebee's)
Serving Size: 1 serving; Calories: 430, Total Fat: 26g, Carbs: 43g, Protein: 4g
French Fries - Medium French Fries (McDonald's)
Serving Size: 1 medium order / 4 oz (114g); Calories: 380, Total Fat: 19g, Carbs: 48g, Protein: 4g
Steak Fries (Red Robin)
Serving Size: 1 side; Calories: 390, Total Fat: 17g, Carbs: 53g, Protein: 6g
Tag Lines
1. Save the Food
2. Food Please
3. Fast Food Poison
4. Real
5. Mind the Waist(or Waste)
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