Creating Bruno: Plaisirs Gastronomiques

Résumé du document

Fourteen years ago, Plaisirs Gastronomiques started with a simple idea: provide busy Quebecers with fresh, ready-to-eat food. The business caught on quickly, but Plaisirs Gastronomiques found that people were buying the products without knowing the brand. This was attributed to the fact that the firm had never attempted an advertising campaign in the entirety of its existence. The primary challenge was to raise consumers' attention to the brand and to make them fully aware of the brand. This was a unique challenge, because consumers were already purchasing the product, but they were not aware of the fact that it was Plaisirs Gastronomiques.

Extraits

[...] Plaisirs Gastronomiques also used the same style of advertising to sponsor these shows with opening and closing credits of fifteen seconds each. Bringing Bruno to life at POS with B2B Tools: Bruno was brought to life at point-of sales displays in which different retail packs were produced. In one of the TV spots, Bruno shows the viewers how to make their own messy apron (which makes them look as though they have been cooking). This apron kit was made available to retailers so that consumers could see that even their typical grocer was having fun with the brand. [...]

[...] Creating Bruno: Plaisirs Gastronomiques A. EXECUTIVE SUMMARY Introduction Fourteen years ago, Plaisirs Gastronomiques started with a simple idea: provide busy Quebecers with fresh, ready-to-eat food. The business caught on quickly, but Plaisirs Gastronomiques found that people were buying the products without knowing the brand. This was attributed to the fact that the firm had never attempted an advertising campaign in the entirety of its existence. The Essential Challenge The primary challenge was to raise consumers' attention to the brand and to make them fully aware of the brand. [...]

[...] Make Him Live on TV: Creative created 30-second TV television spots. The first wave of television spots ran for 12 weeks in the autumn of 2006 (October, November, and December). The second wave ran for another 12 weeks, starting in February 2007 until April 2007. The commercials followed a 9-18-3 structure in which the first 9 seconds of the ad show the product that will be made seconds of Bruno doing something comical in order to portray to his audience (and his date) that he has been slaving in the kitchen and 3 seconds in which he beckons the audience under the table to say, “Merci, Plaisirs Gastronomiques.” Make Him Live at POS: All the elements of the brand were adapted towards the new image that was created for TV. [...]

[...] The Competition: A Small Fish in a Gigantic Pond Competition in the fresh, ready-to-eat food market is fierce. Brands such as Kraft/Delissio, McCain, President's Choice, Loblaw's, Stouffer's, and Maple Leaf occupy distinguished places in the minds of consumers. AC Nielsen reports that the market is lead by the major family brands of Kraft and McCain who command more than 50% of the ready-to-eat market. Compared to a market leader such as McCain and Maple Leaf, Plaisirs Gastronomiques is 140 times smaller in terms of business sales. [...]

[...] From this, it is clear that Plaisirs Gastronomiques is quite a small player in an enormous and crowded market. The Communication: It's All About “Convenient and Good” Food One aspect of this market is that all competitors portray the same message of “home-made” and convenient-to-make food. This is evidenced in Delissio's, “It's not delivery,” and others' mentality which supports the idea that the meal is easy to make and tastes home-made. The typical execution for this message is to show a chef making the meal or a mother preparing a meal during a busy evening. [...]