My Role

Project management, team management, strategy ideation, media plan, creative ideation, and campaign guidance.

Deliverables

B2B campaign inclusive of experiential activations, PR, OOH, social media, launch strategy, and media plan.

Playing Navigator

This project gave me the opportunity to really dive into a challenging brief. My team not only needed to sell a product that is easily and frequently substituted for more affordable Private Labels, but also needed to convince a very budget conscious niche target to save money somewhere else. This passed the client’s question to my team asking “how?”

Ultimately, our primary target is restaurant operators, making it imperative that communications ultimately lead to them. The client also uses the term “silly” to imply they are at the least open to a less serious tone in our proposed solution.

There is a key distinction between operators believing “Philadelphia isn’t worth it” and them simply not being able to afford it. This opens the door for arguing money needs to be saved elsewhere.

With small businesses battling for survival, Philly needs to be careful to not be fear mongering and rather need to express this message in an encouraging and empathetic way.

Repeated mention of focusing outside of bagel shops and showcasing versatility. This indicates a narrow association with bagels.

Consideration of consumer exposure to the work indicates an upper-funnel awareness request for the campaign. It also invites using consumers as a lever to pull.

Consumers have to do their own digging to know if they’re eating Philadelphia. Why don’t we bring it to the front of house?

Consumers choose Philly when it comes to their homes, but operators are able to keep them in the dark behind the curtain of the back of house.

NYC, Philadelphia, Houston, and SLC all offer significant exposure while also needing more help than the other target markets.

While Philadelphia is the only name in the market, operators would have to pay a significant premium for the brand. We lose the financial argument.

The combination of the “versatility” RTB and use cases that exclude bagels reinforces a clear signal to focus attention away from bagels.

Some “Brief” Priorities

Versatility

The brief makes it abundantly clear that Philadelphia is perceived hand-in-hand with bagels and the client wants a spotlight on other use cases.

Tone

The primary target are small businesses and consumer’s preference for Philadelphia should be used as an opportunity rather than a threat of them leaving our target.

Price Hurdle

Philadelphia has to overcome a 56% price premium with a budget conscious target by offering them something more.

Operators

The target is too small and niche for a full B2B campaign and the importance of consumer preference requires participation, but comms must ladder back to Street Operators.