Client & Ask
The Advertising Campaigns course at Roger Williams University collaborated with Naked Fig, a local company that specializes in creating handmade Mediterranean food products. Founder Ava Lambert tasked teams with developing a comprehensive marketing campaign that would promote their classic Naked Fig hummus while adhering to the provided brand guidelines.
Strategy
Target Audience: Health-conscious mothers, 35-55, in the middle class who care about authentic taste of food.
Tone/Manner: Honest, Proud, Inspirational.
Think: Naked Fig is the best option for Mediterranean traditional hummus.
Feel: Inspired to add Naked Fig to your tradition.
Do: Become a loyal customer to Naked Fig. Visit the website.
Main Idea: To portray the strong tie of Mediterranean culture and importance of tradition to the Naked Fig brand.
Tagline: Tradition That Inspires
