4th Year Thesis Project
Breif: Create an integrated media campaign for Flesichmann's Yeast.
The Good Stuff: Fleischmann's Yeast is the only widely available brand of yeast in Canada.
The Not Good Stuff: Consumers are mostly interested in baking sweet treats at home, baking with yeast has become extremely unusual. Consumers have become satisfied with buying bread items at grocery stores and bakeries.
Website Relaunch: Fleischmann's will change from BreadWorld to SharetheLoaf, featuring a updated design the website is inspired by a bakeries ever-changing chalkboard menu.
Landing Page
During the launch of the campaign visitors can send the Direct Mail piece to someone they care about.
Direct Mail: From the landing page of Fleischmann's new website users are prompted to send a sample packet of yeast in a specially addressed card to someone they care about. The dm then directs the recipient to Fleischmann's website for help with using their gift.
Recipe Page
Breaducation
The Communal Oven
There's a lot of variables in baking, the communal oven connects new users with Flesichmann's experts to help them achieve the results they want.
Mobile: A easy to use mobile website means bakers can browse for recipes anytime they wish, and taking your recipe to the kitchen doesn't mean printing it out or lugging your laptop into the cooking danger zone.
Targeted Online Banner: Animated banners would play on youtube and the foodnetwork.
Transit: Bring to life the human feelings and stories, between people who bake and the people they bake for.
Double-wide in car card.
In-Store: The people we are trying to reach usually shop in the in-store bakery section of their grocery store. To catch their attention Fleischmann's will be placed in a basket along side the store made bread, as an even fresher alternative.
Documentation book for this project.
