Creative Brief for Weber-Stephen Products Llc

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Creative Brief for Weber-Stephen Products LLC
2011
Jose L Rodriguez
DeVry
5/14/2011

INDEX

Overview …………………………………………………………………………………. 3 Objectives ………………………………………………………………………………… 3 Target Audience …………………………………………………………………………. 4 Concept …………………………………………………………………………………… 4 Ad Copy ……………………………………………………………………………………. 5 References ……………………………………………………………………………….. 5

Creative Brief

Weber-Stephen Products LLC
200 E. Daniels Rd.
Palatine, IL 60067
847-934-5700
May 14, 2011
Project: Creative Brief for Weber-Stephen Products LLC
Prepared by Jose L Rodriguez
Overview
Weber is the premier manufacturer of grills and smokers in the United States and has a presence in 40 other countries around the world. It was established in 1960 as an alternative to the poor quality grills of the era and it has become a household name since then. Weber wants to capitalize on the changes in eating behaviors of Americans brought about by the recession. The goal of this campaign is to emphasize the relationship Weber has had with the American family throughout the years by sharing their understanding for what families are going through during this recession. Objectives

* Emphasize on the relationship Weber has had with the American family in the last 60 years * Capitalize on the need for savings by offering grilling with a Weber product as the solution to expensive restaurant dinners * Offer the value added proposition that grilling with Weber products unites the family Target Audience

The target audience is the American family feeling the pain brought on by the recession. Although men, at 61%, still account for the majority of the grilling in the United States more and more families are opting for grilling as an alternative to increased food prices and expensive restaurant outings. The Hearth, Patio, Barbecue Association (HPBA) reports that 72 to 77 percent of American households own a grill and this number is set to increase as more...
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