CLIENT
The client is Northwest Bierhaus Jerky and Oregon Wine Country Jerky. Both Northwest Bierhaus and Oregon Wine Country jerkies are made with smoked—not dried—beef, and 100% natural ingredients. The only real preservative is celery powder. The jerky needs to be vacuum packed because it is moist, and lasts about a day after opening before it starts to lose some of its flavor. The wine and beer used is all grown and made in Oregon. If distribution extends to other states, the recipe will likely call for local wines and beers for those locations. A big part of the product’s appeal is that it is local and handmade. Retail outlets carry it because of its excellent flavor, because it’s soft (unlike most jerky), and because it’s more aesthetically pleasing to eat—it doesn’t turn white where a bite has been taken. And also because of the excellent customer service of the founder and his family, who personally deliver all orders. The client is looking to increase awareness of these two brands that can both drive retail sales and increase the likelihood of winning more wholesale customers.
BRIEF
Business Problem
We are new in the jerky market and are offering a premium beef jerky that is marinated with beer and wine. Bierhaus jerky is being held back by the stigma of the current jerky market. This is not the typical beef jerky sold in truck stops and convenience stores. This premium beef jerky is treated as a gift or a treat. Instead of a quick snack, it is a delicacy that is savored and appreciated.Obstacle
Beef jerky is typically seen as a quick, cheap, snack on the go. The obstacle is creating a high-end market for premium beef jerky for people who don’t even know they want it.Guiding Insight
This isn’t jerky, this is steak. This is for those with sophisticated taste, and those looking for something exciting and new.
CAMPAIGN
Strategy
Re-brandingI. Improve perceived value
II. Keep it simple
III. Stay true to Oregon
IV. One name, one brand
Campaign
"Jerky Worthy Of"This is not just jerky. This is tender, hand cut, skirt steak, marinated with Oregon’s finest craft beer and wine. With real ingredients and a traditional smoking process, we are evolving the way people think about jerky. Our steak jerky is the next level up. Let Oregon Smokesteak be a part of your journey from start to finish. What’s your jerky worthy of?
Medias
-Events-Postcard handouts
-Social media
Budget Breakdown
3 Events for $3,0003 Banners for $1,000
25,000 Postcards for $1,000
Total of $5,000
Summary
I. Rebrand - Higher perceived value
II. Events - Buzz and awareness
III. Campaigns - Brand retention
IV. Social - Connect with customers
II. Events - Buzz and awareness
III. Campaigns - Brand retention
IV. Social - Connect with customers
COMMENTS
This is one of my favorite projects that I've worked on. In a team with five other students, who were also fellow FIR members, we were given three days to come up with a campaign for Bierhaus' jerky product. On Friday morning we got briefed by the client and worked on our creative brief all day. On Saturday, we concepted for hours and worked on the campaign. On Sunday, we presented to our mentors in order to get feedback on our presentation. We cleaned up the presentation during the week before we presented to the client on Friday morning. Our team worked very well together, even under pressure and a tight schedule. My main role was writing copy for the campaign. I also helped with picking the visuals, writing the creative brief, and concepting ideas.
This is one of my favorite projects that I've worked on. In a team with five other students, who were also fellow FIR members, we were given three days to come up with a campaign for Bierhaus' jerky product. On Friday morning we got briefed by the client and worked on our creative brief all day. On Saturday, we concepted for hours and worked on the campaign. On Sunday, we presented to our mentors in order to get feedback on our presentation. We cleaned up the presentation during the week before we presented to the client on Friday morning. Our team worked very well together, even under pressure and a tight schedule. My main role was writing copy for the campaign. I also helped with picking the visuals, writing the creative brief, and concepting ideas.
