Oysters

Taste your escape.

Natalia Uribe
February 24, 2020
Focus Group
Methodology
I tried to get a diverse group of individuals for my research, to avoid bias or subtly making any
other errors. In order to gather this information, I spoke with 10 people about their perception of
and experiences with oysters. The group I questioned consisted of both male and female
participants, ages 20-59. Participants’ ethnicities were a wide range of Hispanic, Caucasian,
African-American, Canadian and Bosnian-European. With the various ages and ethnicities in my
group, I was able to explore various potential target age, gender, and ethnic demographics.

I started off my inquiry with my group by asking if they have ever had oysters before. If so, I
asked how they preferred them (i.e cooked, or raw). I also asked how often they eat them (i.e
frequently, rarely or once in a while). If not, I asked why they chose not to. Finally, I finished by
asking what they previously knew about oysters, their perception of them, and how oysters made
them feel in general.

Summary and Responses

To my surprise, the responses I received showed varying degrees of perception of oysters, with
various individuals who knew of some health benefits and others who knew relativity little. Six
individuals did not like oysters. Of those six, four had previously tried oysters and did not like
them. Most individuals who didn’t like oysters said consistency, texture, and appearance were
the reason they didn’t like them. Individuals said they were “slimy,” “too wet,” and looked like a
“booger.”One person did not like seafood at all. Three individuals did like oysters, preferably
cooked than raw. Although one person had no preference. One person said she liked the “fresh,
natural” taste of the oyster and how it made her feel “connected to the ocean, where we all came
from.” The same individual told me her mother’s engagement ring holds a pearl from an oyster
they caught. All but three individuals knew that oysters were aphrodisiacs and people mentioned
there were specific recommended months for eating oysters. I was also surprised to learn that
most people knew they were rich in calcium and protein.

Conclusion
Upon concluding my research, I found that there is a clear divide between people who enjoy
oysters and people who don’t. Texture and consistency are the main deterrents, and for those
who enjoy oysters, cooked is the preferred style. Oysters are a rarity, it seems. They are for
special occasions, and are perceived as healthy aphrodisiacs. For this reason, I have decided to
target males and females from 25 to 38 who haven’t branched out or experimented with their
food palate yet. With this in mind, I chose the Fantasy Adventure and Staying Alive trends
developed by Faith Popcorn. Fantasy Adventure upholds a notion of escapism through new
experiences and consumerism that my target age often plays into. Ads can show how oysters are
a new escape from simple everyday choices, which can motivate consumers to “treat
themselves” to new foods and wild, endless choices. An escape from real life. The Staying Alive
trend connects to my target individuals’ search for constant health and happiness. Ads will
connect oysters as a source of protein, as a form of healthy food, and a possible source to a
longer, happier life (“connected to the ocean”) and will motivate consumers to try them.
 Natalia Uribe
Creative Strategy and Plan
February 26, 2020
Creative Strategy Statement
Ads will target overworked, exhausted Millennial adults seeking a break or adventure from the
every day and introduce oysters as a healthy, thrilling escape from typical cuisine. A compelling
and aspiring portrayal of the relaxing, liberating escape they’ll experience will convince them.

Advertising Plan
Key Fact: ​Working Millennials have the opportunity to explore exotic, healthy food choices as a
result of income and boredom with current, possibly monotonous lifestyle.

Advertising Problem: ​Millennials do not like the appearance, consistency, and price-association
of oysters. Most are unaware of health and lifestyle benefits oysters can bring with its
aphrodisiac and nutrient-rich components.

Advertising Objective: ​To introduce oysters as a compelling, exotic food choice and show how
it provides a new culinary adventure to challenge daily life.

Target Consumers: ​Millennials, men and women ages 25 to 39 who are still testing their food
palate, overworked, and bored with a household income of under $60,000. They belong to the
Fantasy Adventure and Staying Alive trend.

Competition:
● Direct: ​Lobster, tuna, salmon, shrimp and other typical fresh seafood found in restaurants
that do not have associated stigma and misunderstanding that oysters do.
● Indirect: ​Price, less expensive seafood, frozen and fast food options like McDonald’s
Fillet-O-Fish or Wendy’s burgers. “Instagrammable” foods like avocado toast, green
foods, matcha, boba tea and other foods typically classified as Millennial food.

Key Consumer Benefit: ​New oyster consumers will feel confident in their experimentation into
unfamiliar foods and enjoy the adventurous, free feeling and health benefits that accompany it.

Support: ​Typical social understanding views Millennials as the determinants of various food
trends. Research has shown that as the soon-to-be largest age group in the United States,
Millenials want to purchase brands and foods that align with or kick start their lifestyle. Research
also finds that they like to eat out and describe themselves as “foodies,” and are open to trying
new foods. National TV, digital display, magazines, social media.

Tone Statement: ​Refreshing, liberated, and light-hearted.

Mandatories and Limitations: ​Logo, slogan. 30 second TV spot, digital, or print, full-page, full
color.
Yesterday, You Had Leftovers For Dinner.
Today, You Had Something Wonderful.

Oysters
Taste your escape.
 Yesterday, You Had Leftovers For Dinner.
Today, You Had Something Wonderful.
Are you tired of the same old dinner options? Treat yourself
to an escape from frozen fast food. Fresh oysters are the
perfect culinary vacation your taste buds will thank you for.

Take the plunge today at

Tom’s Seaside Grill & Bar

Located at
2367 Tamarinds Ave, Fort Lauderdale Beach, Florida 32267
(954)234-8989 www.TomsSeasideGrill.com

Tom’s Seaside
Grill & Bar
Oysters
Taste your escape.
Natalia Uribe 03/23/2020
Radio Commercial
What are you waiting for?

Background: “Future You” is talking directly to the listener. They are the listener.
For this commercial, the voice will be a young 20s female.

FADE IN: AMBIENT NOISE OF OCEAN WAVES GENTLY CRASHING

IN THE BACKGROUND. THE OCCASIONAL SEAGULL
CALLS DISTANTLY IN THE BACKGROUND. ICE CLINKS
GENTLY. THE SOUND OF SOMEONE SLURPING THEIR
DRINK COMES IN.
FUTURE
YOU: (A gasp, startled.) Oh! It’s you. You scared me.

SFX: A SMALL PAUSE. AMBIENT OCEAN AND SEAGULL

NOISE CONTINUES.
FUTURE
YOU: On your commute? Ha. I bet the traffic on the freeway is backed for
miles.

SFX: AMBIENT OCEAN WAVES AND SEAGULL NOISE HAVE

BRRIEFLY STOPPED. CAR HORNS BLARE BRIEFLY
THEN FADE OUT.
FUTURE
YOU: You’re hungry. And thinking of the fast food place off the next exit.
Or the leftovers in the fridge! (a small chuckle)

SFX: THE SOUND OF GREASE FRYING COMES IN FOR A

SECOND.
FUTURE
YOU: See, I’m you. From the future. Don’t do it. Don’t bore our taste buds
with the same dinner choices again. Instead, try the taste of
incredible, fresh oysters. What are you waiting for? Give our
taste buds a culinary vacation. (Animated) I mean, just picture
where we are now! Wait. (Pauses) No, don’t… Just focus on
the road.

ANNCR: (A male voice.) Oysters. Taste your escape.

FADE OUT: SEAGULLS AND OCEAN WAVES FADE OUT WITH THE
SOUND OF ICE CLINKING ONCE MORE.

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