Appleberry Farms is a leader in the market of frozen, organic produce. Though originally a smaller, family-owned company, Appleberry Farms has grown into a much larger market competitor. They strive to maintain that quaint, wholesome family feel. They pride themselves on making products they would be proud to serve their own families. Their brand voice is simple, healthy, friendly, and helpful. Nutrition is of upmost importance to them but they never sound scientific, elitist, or overly complicated.

*Note: Appleberry Farms is a fictitious company.

The project was to create a newspaper ad for the new Simply Healthy Steamed Veggies by Appleberry Farms. The new product is a bag of steamed vegetables that consumers can either microwave or boil. When the vegetables have been steamed to perfection, the bag turns from white to green. The idea behind the new bag concept is that people can trust that their vegetables will cook to perfection without having to constantly monitor them. The main goal is to have the customer cut out the coupon and use it to purchase the new product.

The target audience consists of mothers, ages 25-45, who have school-aged children. They want to feed their children healthy food and fit vegetables into every meal. Dinner time is usually busy and between helping with homework, preparing a meal, and trying to catch up with their spouses, they often feel overwhelmed and frazzled. They seek an easier way to create healthy meals their family will enjoy and that they are proud to serve.

I crafted copy to highlight the desire of mothers in our target audience to spend more quality time with their families and less time in front of the stove. I chose words like hugs and memories to help mothers connect emotionally to the benefit of this product.