Devour Desserts

Integrated Communications Campaign

Courtney Hopper
Advertising Copywriting
Buckley, T/R 11
Final Project
12/11/16

Integrated Communications Campaign: Devour Desserts

Creative Brief:

The Problem: Millennials are not visiting the store because they are under the impression that
Devour Desserts is for older people. Too classy/sophisticated. Not welcoming to young adults.

Target Audience: Millennials (21-34). Primarily those in relationships.

Consumer Insights: Currently the consumer thinks that Devour Desserts is not a fun date spot to
visit after dinner or to grab some dessert. Millennials are under the impression that Devour
Desserts is too sophisticated for them and they are more likely to visit a more casual location
for dessert. With this campaign, we want consumers to be aware that Devour Desserts is a fun and
welcoming location for everyone.

Brand Imperatives: Fun, welcoming, lively, and inviting, etc. The brand offers a wide array of
award-winning desserts and treats. Aside from offering mix and match boxes, they also offer
private tastings and a selection of baked goods, chocolate dipped fruits, and truffles.

Communications Objectives: We want millennials to visit Devour Desserts on their next date
night instead of choosing another option for desserts.

Unique Selling Proposition & Slogan: The perfect ending to date night. Planning a day with bae?
End it the right way with Devour Desserts.

Support: Using millennial slang will entice the audience and provoke their curiosity, encouraging
them to visit the store. Incorporating a hashtag into the campaign will also increase our social
media presence as well as get the customer involved with the company, resulting in brand
awareness and customer loyalty.

Creative Direction & Strategy Statement: Using millennial slang will help relate the brand to
the target audience. This kind of language is present in their everyday lives. Using a hashtag as
well will increase involvement on social media and result in increased business. To entice
millennials that Devour Desserts will be the perfect ending to date night because they are fun and
lively.

Media Imperatives & Rationale: print, direct response, radio. I chose to do these three because of
the target audience. Millennials are constantly listening to the radio in the car, scrolling through
social media, and if in college looking to save money!
Print:

Planning a day
with bae?

Radio:
Slogan: Planning a day with bae?
End it the right way with Devour
Desserts.
DATE: 12/12/16
CLIENT: Devour Desserts

JOB #: 01

End it the right way with

Devour Desserts.
Wine. Dine.
#DevourDesserts.

RE: :30 Radio Script Devour

Desserts

00:00
BOY 1(00:02 00:05): BABE, WHAT DO YOU WANNA DO NOW?

GIRL 1(00:06 00:08): I HAVE AN IDEA!

BOY 1(00:09 00:11): OH NO. *with sass* WHERE ARE WE GOING?

GIRL 1(00:15 00:17): DEVOUR DESSERTS! I SAW MY MOM GO THERE THE

OTHER DAY! SHE SAID IT WAS SO GOOD!

BOY 1(00:18 00:19): UGH OKAY FINE. BUT ISNT THAT PLACE FOR, YOU
KNOWOLDER PEOPLE?

GIRL 1(00:20 00:21) WHAT? NO WAY. CMON, LETS JUST GO!

Planning
BOY 1(00:21 00:22) a FINE.
UGH. OKAY day with bae?
00:23 00:24 *sounds of doorbell ringing, door opening, and chatter in the
background.*

BOY 1(00:24 00:26): OH WOW! THIS PLACE IS REALLY COOL. YOU WERE
RIGHT!

GIRL 1(00:26 00:27): I KNOW. *with sass* HEY LOOK! THERES KATE
AND JOHN!

I DIDNT KNOW YOU TWO CAME HERE TOO! THIS PLACE

IS GREAT!

End it the right way with Devour Desserts!

NARRATOR(00:28 00:30): PLANNING A DAY WITH BAE? END IT THE RIGHT WAY
WITH DEVOUR DESSERTS.

Direct Response:
 Wine. Dine.

25% off your next purchase!

15% off your next private
10% off your next party
Contact Us! Store Hours
856.468.8000 Monday: closed
devourdesserts@yaho Tuesday Friday: 12
o.com 8
671 Bridgeton Pike, Saturday: 10 - 6
Mantua NJ