First reverse brief

Project plan (reverse brief)

Background

Arnotts Farmbake has been taking market share from Ernest Adams biscuit range, and ernest adams is looking to create a sub-brand in the biscuit isle that will take the market share back.

Requirements

We have been asked to create a sub-brand of Ernest adams that, while reflecting their brand values, also engages the interest of the current Farmbake buyers. We need to create 5 flavour combinations, including packaging, brand identity, and retail display solutions.

Objectives

The brand needs to be positioned in a competitive market against Farmbake with and identified target audience.

Audience

Middle class, suburban families that like a bit of luxury in their lives at an affordable price.

Contextual tangibles and intangibles

People are experimenting with higher quality foods and flavours. Our biscuit range will remove exclusivity from already existing gourmet brands and bring it to the every-day supermarket shelves.