My project revolves around the use of a hypothetical client. In this case, I will be developing copy for an amazing brand, CORE Foods. My goal for this project is to adopt the copywriting framework explored in this class to simple ads and online content.
What is the challenge?
CORE Foods is a non-profit based in Oakland, California. Their mission is to “cultivate a healthier planet by empowering people with nourishing food and honest resources” (from site). CORE Foods produce two major meal bars: Defender Meal Bar and Warrior Meal.
Meal bars and organic foods are both markets that are thriving in America. In 2012 organic products grew to $35.1 billion in sales (The MCarthy Group) and meal replacement bars are fast approaching the $1 billion mark in annual sales (Baird and Co.). Both CORE meal bars use 100 percent plant-based ingredients, are certified organic by the USDA, certified gluten-free by GFCO and contain zero GMOs. In their product category CORE Foods can boast one of the most simple (and naturally occurring) ingredient profiles.
The challenge is to generate awareness of both the Defender Meal Bar and it’s functional benefits.
Who are we talking to?
The target market for this copywriting plan includes Millennials, both male and female (often called the young mature market). We are speaking to people who are beginning to explore health and wellness. These consumers are either bombarded with multiple promises or information overload when deciding on how to eat healthy. Similarly, there is often a negative association between meal replacement bars and candy bars (as in meal replacement bars are the equivalent to candy bars). Eating healthy is important and so is the discovery of simple ways to do so.
It has been shown that Millenials desire to understand where their food comes from. This can mean: heritage, preparation, origins and how it is served. Furthermore, as Millenials acquire more knowledge of food, transparency in both packaging and ingredients increase. This group is also beginning to explore newer protein options (for financial, ethical and health reasons).
Finally, snacking is becoming a part of most Americans’ day. Specifically, Millennials report a strong desire to find snack foods that are nutritionally dense.
What’s important to them?
What is the critical insight into the rational and emotional factors of this audience? This consumer is beginning to explore a healthy lifestyle and figuring out what that means in terms of food.
“I am trying my best to become as healthy as possible and finding products such as your makes it that much easier for myself” (Facebook customer)
What do we want them to do?
What do they get out of it?
This product is certified organic, gluten free and all ingredients are naturally occurring. CORE is a non-profit and reinvests 100 percent of its profits back into their food and community.
Defender Meal Bar is a high energy, ingredient dense, fully-fresh meal bar.
Why should they believe us?
The product carries multiple certifications and the ingredient label is the litmus test. We want to highlight the fact that our ingredient profile backs up our claims of being healthy and viewed as a meal.
Execution: Pair specific headlines with copy.
Headline: What happens when you combine five natural ingredients into an easy to eat meal bar? An expiration date.
Headline: This isn't a bar, it is a meal using only five ingredients
Headline: Snack sized, with nothing to hide
Copy: There is a reason why you will find our Defender Meal Bar in the refrigeration isle. We make our bars with 100 percent plant-based ingredients. With five simple ingredients we offer a high energy, ingredient dense, fully fresh meal bar. Our bars can be eaten as a snack or a meal. Defend your health!
Headline: How do you build a better bar? Use fewer ingredients
Headline: Ever wondered what all those ingredients are on the back of bars? Here, we made things easy.
Copy: Defender meal bars are created with only simple ingredients that can be found in nature. Our fully fresh, ingredient dense meal bars are certified organic, GMO free and gluten free. We know that navigating grocery store isles can be difficult. We want to make it easier. Defend your health!
(Note: This is a quick mock up)