1) Brand History Analysis (1 Page):

a) words you'd use to summarize the brand (7 or more).

Authentic

Warm

Passionate

Enjoy life

Flavorful

Colorful

Hearty

b) Unique Selling Proposition of brand,

Fresh pasta to be prepared at home, with the best sauce to go along. A hearty meal will be
ready in 20 minutes for the whole family

c) Brand Positioning Statement

For busy professional that want to enjoy a professional kitchen quality pasta made at home. Riso
e Pasta is a prepared, fast cooking Italian pasta dishes. That shine with its varied, healthy and
delicious menu, because we seek the best ingredients to make our long trusted recipes.

d) your thoughts/reflections of their current image and what you've learned about them

e) reference images/screenshots/logo of the brand.

2) Brand Personality Analysis (1/2 Page):

a) 5 brand traits with a description under each trait that lists elements of the brand history
that go under each one.

Authentic

True to its root.

Passionate

Every recipe carry the history of its origin.

Fun

Cooking and eating can be fun.

Consistent

Every dish should be great. Nothing less.

Human

Customers are treated with a human touch.

3) Campaign Concepts (1-2 Pages):

Riso e Pasta is a fresh italian pasta store. It sells also sauces and ingredients.

Campaign objective: Brand awareness

Medium: Social Media: Instagram

Publish in Instagram about the brand with short tips about cooking. With occasional
coupons.

Use pictures of our cuisine. Vibrant colors, with steams if possible.

Campaign objective: Promote product

Medium: Content marketing. A blog entry with a short story about the product and a video
with a recipe.

Product promotion: Spaguetti al Nero

It is a spaguetti made with squid ink. First we will introduce the squid ink, the main
ingredient to make the noodle. We will mentions some ingredients that matches with this
spaguetti. And finally there will be a video showing some recipes.

Campaign objective: Promote product

Medium: Content marketing. A blog entry about ingredient origin.

Product promotion: Tomate sauce

We will make a video from soil preparation, sowing of tomato seed and harvesting. After
harvest, the host will bring a big basket of tomato to the kitchen and start preparing the
tomato sauce.
a) 3 concept ideas

b) description of each concept and how it communicates the brand personality (***don't
forget to include language of image-making from Week 1 to communicate your vision for
the look and feel of the campaign, for example, use of lenses, colors, patterns, etc.)

c) references (from web, your own sketches, drawings, screenshots, adverts, etc.)

4) Production Brief (1 Page):

Production brief for a blog entry. We will center our attention on content marketing.

Campaign objective: Promote Spaguetti al Nero

Medium: Content marketing. A blog entry with a short story about the product and a video
with a recipe.

Location: fish market and store kitchen

Styling: Nonna Mara will be the host. It is a 60 years old lady making the recipes. Dress like a
traditional Italian grandma.
Budget:

Host: 50

camera film crew: 150

Make up, stylist: 30

Ingredients: 50

Web technician: 75

Graphic design: 50

Helper: 25

Misc: 100

Transport: 20

Total: 550

This will be the cost to produce each blog entry with recipe and a short description about the
recipe.