Creative

Brief
Date: March 8, 2010
Client: BFMC
Brand: Barrio Fiesta Restaurant
Strategic Planner: Lim, Jerome B; Corciga, Joie; Corro, Ellen
Branch: CA215 BC2A

Background: What is the challenge for the brand?

Explain in your own words what is the brand’s challenge based on your
knowledge of the brand and the consumer, and your analysis of the market.

Barrio fiesta is well known for serving traditional Filipino foods. They prepare
it in the traditional Filipino way of cooking.

Started in 1958, Barrio Fiesta has been well-known by it's superb filipino
meals like kare-kare, sinagang, nilaga, and other seafood specialties. their
most famous filipino meals is their Kare-kare, a peanut-based dish which
consists of beef tripe as its meat with inclusions of vegetables such as
pechay, green string beans, and puso ng saging to name a few. This dish has
been made more delicious because of the "bagoong" that they added.

They proudly designed their restaurant in filipino ambiance with abaca chairs
being used inside, filipino country life paintings can also be found in the
interior of the restaurants.

Their prices are affordable and their specialties are:

Guisadong Betchuelas, Pansit Malabon
Pla Pla sa Dahon
Rellenong Talong
Adobo Fried Rice
Sago at Gulaman
kalamansi juice
Halo halo special
leche flan
Kare-kare.
Based on the challenge, what is the opportunity for your
brand?
The opportunity is a strategic opportunity that has to be expressed via a
strategic goal based on the challenge for the brand.

Their target is the people who belong in class A and B... although their
services are affordable, they need to lower the bar a little bit, they need to
target people who belong in the middle of class C or the people who are in
the class C society. Not only that, they should target people starting at the
age of 18 up to the age of 50(more or less, 50) so that it will be a Filipino
restaurant for college students and workers.

The Strategic Path

- I want to take my brand from Current perceived position

Their current position is that barrio fiesta is the only Filipino fiesta that
sticks to traditional abaca chairs and festival image... in short, traditional.

- To that future perceived position

Their current position will have no change whatsoever.

Brand Personality
To be described in 3 to 5 words and one picture

Filipino, Traditional, Fiesta!

Who are we talking to?
(GET) Describe the target audience but also add relevant insights about his
state of mind/lifestyle based on your research.

We are talking about students or workers who are living in the urban areas
who definitely loves eating... Whenever he/she wakes up in the morning,
he/she would think whether he/she would eat either tapsilog or tocilog.
During lunch, he/she would choose whether to eat adobo or sinigang, during
snack time, he/she would choose whether to eat isaw or squidballs, during
dinner, he/she would think of having either kare-kare or torta. In other
words… we are talking about people who crave for Filipino food.

What consumer/market insight can help you get there?

(WHO) The insight has to be relevant to the category of products/services
being advertised: What is the unmet need or the desire?

Since we are talking about those people who crave for Filipino food, then it is
obvious, they have this need of eating Filipino food. Whenever they hear
about a delicious kare-kare, they’ll immediately respond and act quickly to
consume that particular food. They have the need to eat delicious Filipino
food.

What is the brand’s promise to answer the insight?

(TO) How does the brand fulfill that unmet need or desire?

The brand’s promise to that particular insight is the food catered in Barrio
fiesta. They’re not just your average karinderia, they don’t just cater Filipino
food like those in school canteens, when you eat their food, you’ll feel like it’s
more than just an ordinary Filipino food. You’ll feel like what you’re eating is
the food for kings.

Why should the consumer believe you?

(RW) Give us the most relevant reason(s) to believe that the brand will
answer the unmet need.

Barrio fiesta has been catering Filipino food ever since 1958. They’ve been
serving the best quality of Filipino food for decades and they’ve been around
for ages.

If you were to sum up your proposition in a selling line, what

would it be?
(BY TELLING THEM)
Imagine you’re the creative, look back at your brief and see if you could write
a tagline for the ad. Is your proposition broad enough to work across different
types of advertising?

“Bringing you the finest Filipino food”

Group Account Director Signature: ………………………………………..

Client Signature: ………………………………………..

Client Rating: ………………………………………..