Chefs Plate
Advertising Campaign & Design
Advertising Campaign & Design
THE SITUATION
I know that home-cooked food is the right choice if I only had the skills, the confidence or the energy to cook after a long day at work.
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THE DILEMMA
Knowing I have an easy and convenient pre-planned quality dinner is a great plus, and one less thing to worry about in my everyday to-do list. But, Is it really that easy?
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THE PERFECT SITUATION
I have to try this at least once because the advantages are just too good and too many to ignore.
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THE SPOTS
With the proposed spots we tempt the customer to let go of their fear or insecurities about cooking by comparing the simplest of shores in the kitchen (like filling a pot with water or cutting a lemon in half) with the feat of producing an extraordinary meal. In other words, having a spectacular home meal is as easy as cutting bread, and requires less effort than perhaps you thought. Thus the campaign tag line ‘With Chefs Plate it’s that easy!’
1st TV idea
30 sec
We see a regular guy (still in office outfit) who places a cooking pot under the faucet and starts filling it with water. We watch for a few seconds the not-so-interesting shot of the pot slowly getting filled with water. Lettering on screen reads: 'If you can do this'.
Cut to a delicious Italian Sausage Pasta meal from Chefs Plate. Lettering on screen reads: 'Then you certainly can do this'.
Then we see a succession of takes while the guy prepares the delicious Pasta (taking ingredients out of the box, following the instructions, amazed at how fresh vegetables look, etc.). Then we see him having a great time at dinner with his young wife who arrived just in time from work.
Voice Over (or on screen lettering) > 'Easy, thoroughly tested recipes'
'All fresh, quality pre-portioned ingredients delivered right to your door'
'Delicious recipes from great renown Chefs'
Cut to animation of logo, phone and web address Lettering: Weekly menu with meals starting at $8.99 With Chefs Plate It’s That Easy!
2nd idea
10 sec
We see a young woman’s hand slowly turning the knob of her stove. Lettering on screen reads: 'If you can turn'. We then cut to a delicious Panko Pesto Chicken from Chefs Plate. 'You can turn dinner around'. We then see a very quick succession of takes while she prepares the delicious dish and finally with her husband and daughter having a great time during dinner.
Voice Over (or on screen lettering) > 'Easy to follow, thoroughly tested recipes’
'Classic, Family, 15 Minute or Vegetarian Meal Plans'
Cut to animation of logo, phone and web address Lettering: Weekly menu with meals starting at $8.99
With Chefs Plate It’s That Easy!