Project updates
- Dec. 2– Al Fresco understands that the attributes are quite lengthy and in the interest of creating more entertaining video that are less commercial consider the logo (al fresco All Natural) and tagline (Live life with flavor) at the MUST haves and the rest as the "Nice to haves". - GeniusRocket
- Nov. 26– Note that there has been a new graphic added to the RFB "Orecchiette.TIF.zip"
- Nov. 19– At the request of the client. All submission will be hidden until the close of the submission period. The client will be able to see all submissions as they come in.
- Nov. 16– The submissions deadline has been changed to Mon. Dec 07
Project Details
| Project Timeline: | The project ran for 1 month and 5 days closing on December 7th, 2009 |
| Awards: | $8,000+ |
| First Selection: | $6,000 |
| two Secondary Awards: | $1,000 each |
|
Each Additional Award: |
$1,000 (these awards are optional awards that the client may or may not pay out) |
| Client Website: | http://www.alfrescoallnatural.com/ |
The client's request
:20-:40 second viral video (live, animation, other) for use on-line, distribution channels, trade shows, in-store
Project objectives
Primary:
al fresco All Natural® Chicken Sausage is all about fresh and savory flavors, made from fresh ingredients that taste delicious! Live life with flavor™!!
We’ve done all the work! No need to break out the mortar and pestle, place the sausage grinder back in the garage! al fresco All Natural® Chicken Sausage is made fresh daily and has all the innovative ingredients tucked away in our lean, skinless, chicken meat. We’ve developed flavors that are easy to add to any recipe; salads, pizza, stir-fry, pasta, or straight up on the grill. These little super stars are fully cooked (bonus!) so it’s a no brainer –just heat, serve, and enjoy! You can prepare a meal for you, your family (or your mother-in-law) in just minutes and ensure a fabulous dish! Need something for dinner tonight? Go to www.alfrescoallnatural.com for lots of recipe ideas. Our fully cooked dinner sausage is 85% of our total sales.
al fresco All Natural® is looking for creative ideas and ways to gain brand and product line awareness to the consumer through viral video. We are looking to create a very fresh, creative, healthy buzz of our brand while delivering, (did I mention, delicious) flavors, versatility of product flavors, and a healthy lifestyle message. We envision a fun, entertaining, and engaging viral video that will showcase our brand and its ease of use.
Secondary:
We are looking to plug/announce the “My al fresco” consumer recipe contest featured in-book March/April and May/June issues of Eating Well.
(i.e.: “Look for the “My al fresco” recipe contest in the March/April issue of Eating Well!! On newsstands today!).
Note: We would LOVE to keep your video rolling forever! You may want to keep recipe contest announcement towards the end of the video to give the option of “editing out”.
Some background
al fresco All Natural® Chicken Sausage is the #1 brand of chicken sausage in the category today in America! We are sold nationally to most major retailers throughout the country. Our goal is to sell over 7 million lbs in 2010!
Brand Attributes
al fresco All Natural® Chicken Sausage is healthy goodness, easy & convenient, wrapped into a little green package:
Healthy Goodness
- 100% all natural-no preservatives, no nitrates or nitrites. No artificial flavors.
- Delicious
- Made with lean boneless skinless chicken meat
- Lower carb option
- 70% less fat than traditional pork sausage
- No trans fat
- Most gluten free
Naturally Delicious & Made Fresh Daily
- Dinner Sausage
- Sweet Italian
- Sweet Apple
- Roasted Garlic
- Spicy Jalapeno
- Sundried Tomato & Basil
- Roasted Pepper & Asiago
- Spinach & Feta
- Teriyaki Ginger
- Buffalo Style
Breakfast Sausage
- Country Style
- Wild Blueberry
- Apple Maple
Brand Personality:
- Fresh
- Creative
- Healthy
- Approachable
- Experiential
- Smart
- A little playful
- Socially aware
- Involved
- Charitable
- Dynamic
- Versatile
- Outgoing
- Adventurous
- More Rachel Ray than Martha Stuart
- More Sarah Jessica Parker than Kim Catrell
- More Sandra Bullock than Pamela Anderson
- More Michelle Obama than Laura Bush
Target audience
- The al fresco All Natural® consumers are women, age 35-54, HHI $75K+, health conscious, foodie, and LOHAS (lifestyles of health and sustainability).
Client preferences
Submissions Must have- Al fresco All Natural® logo
- Al fresco All Natural® tagline; Live life with flavor™
- (These are more NICE TO HAVE, vs the Must have.) Attributes (in the following order): Delicious!!... 100% All natural-no preservatives... no nitrates or nitrites... no artificial flavors... 70% less fat than traditional pork sausage... Made with lean boneless chicken meat... Lower in carbs... No trans fat... Most gluten free... Available in 12 gourmet flavors... made fresh daily... Easy & Convenient!
- (These are more NICE TO HAVE, vs the Must have.) If choosing a specific flavor/flavors or recipe, please focus on our line of fully cooked dinner sausage.
- Our Recipe beauty shots
- Our Print ads
- The sun in our logo
- al fresco All Natural® core brand color: PMS5747
- Whole sausage images or slices cut on the bias ½”
- Buitoni print ad campaign & website: www.buitoni.com
- We love wit, humor, and subliminal messaging and we all know where “FRESH” and “SAUSAGE” can lead to- Please keep it clean
- No sexually suggestive or inappropriate messaging / No fowl or vulgar language / No competitor bashing
- Although we like our website, it is not a clear representation of our brand personality (look & feel). Please stay clear of look & feel but content is accurate and recipes are DELICIOUS! Never pierce the casing...of ANY SAUSAGE! It lets out all the natural juices. Photos/imagery of ground, blended, emulsified or tiny, tiny pieces of chicken sausage – It’s just not appealing.
Project Resources
