This was our plan book for our client Veggie-Go's. It includes our strategic planning and examples of creative pieces.

3. We started making Veggie-Go’s in January 2011 a er returning home to
Boulder, Colorado a er a year of living, working, and most importantly
ea ng on organic farms in Greece, Italy, Spain, Switzerland and France. We
became addicted to the way we were ea ng on the farms where our diets
were made up almost en rely of the fresh, organic produce we were
growing.
UponUpon returning home we were shocked by the American way of ea ng and
what was being called “food”. We decided to take ma ers into our own
hands and create a snack the embodied the fresh, organic produce we were
growing; but that also fit into the American on-the-go lifestyle. And thus
Veggie-Go’s were born!
Our ini alOur ini al goal was simply to sell Veggie-Go’s at our local farmers market.
The response was overwhelmingly posi ve and our customers encouraged
us to try to get Veggie-Go’s into some of the local health food stores. As
soon as we did, we quickly realized that we were the only ones pu ng
veggies in a fruit leather. That just added fuel to our fire and ever since we
have been working relessly to bring Veggie-Go’s to a store near you!
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4. II
Chief Health Officer:
The Chief Health Officer (CHO), is the parent who is in charge of her family’s health and well-be-
ing. One of her biggest priori es is making sure that her
childchildren get the nutrients they need in order to live a healthy life. She considers this her respon-
sibility because she does the shopping and cooking for the family. That being said, she frequently
finds herself struggling to get her children to eat their fruits and vegetables, which o en leads to
unwanted meal me drama.
The CHO needs an easy, drama free way to get fruits and vegetables into her child’s diet.
MEetmary:
Mary is a busy mother of two who loves being a mom
almost as much as she loves her children. Her kids’
health is her number one priority, and she does
eeverything she can to ensure that they get the very best
foods. Some mes this means paying a li le extra for the
healthier op on, but Mary considers her children’s
health worth the extra dollar. She enjoys sharing her
family's accomplishment on social media so the in-laws
can stay up to date on the kids lives. When her kids are
at school, she can o en be found searching healthy
rrecipes and DIY projects on Pinterest. Her baking
essen als include almond flour and coconut sugar. Mary
is infamous in her house for sneaking vegetables into
baked goods.

5. The objec ve is to change the behavior of the Chief
Health Officer. In order to change the behavior of
the Chief Health Officer we need to create brand
awareness for Veggie-Go’s. To make the Chief Health
Officer aware of Veggie-Go’s we plan to posi on
Veggie-Go’s as a nutri ous alterna ve to fruits and
vegetables that both kids and parents can enjoy.
III

6. IV
Clif Kid ZFruit Rope
Welch’s Fruit Snack
Stretch Island Fruit Leather
While all of the abWhile all of the above are in the fruit snack category,
these compe tors contain added sugars, fruit purees,
and juice concentrates. Veggie-Go’s does not contain
any of these addi ves and are made en rely from
fruits and vegetables.
While tWhile tradi onal fruits and vegetables are natural and
nutri ous, they are also messy with a short shelf life.
Veggie-Go’s come in an easy to dispose of wrapper
that doesn’t rot over me.

7. V
With half a serving of fruits and vegetables in every
strip, Veggie-Go’s offer an easy way to sneak
nutri on inutri on into a child’s diet. Since Veggie-Go’s are
made with just fru s and veggies, they don’t contain
the added sugars, GMO’s or gluten that other fruit
snacks do.

8. VI

9. While families know that it is important to eat nutri ously, many
find it difficult to find a healthy op on that both parents and
children will enjoy. Because Veggie-Go’s are made strictly from
fruits and vegetables, they offer a healthy alterna ve to other fruit
snacks that are loaded up with sugars and fruit concentrates.
VVeggie-Go’s offer a tasty and convenient way for parents and
children to get their fruits and vegetables that come in an easy to
dipose of wrapper. They are one of the only fruit leathers that
contain vegetables, which opens up an en rely new market of
healthy snack alterna ves.
VII

10. PParents are prone to purchasing products from
popular brands that are labeled as “healthy”, even
if they are not the best op on. They purchase
these products because they know their kids will
eat them. Therefore parents feel good about what
they are feeding their child.
VIII

11. Veggie-Go’s eliminate the drama of ge ng children to
eat the healthy foods they need, while avoiding
addi ves. The Chief Health Officer can relax, knowing
that her child’s diet is one less thing to fight about.
IX

12. Background:
A er experiencing a healthy European lifestyle while abroad, John and Lisa McHugh recognized a
need in the snack market for an organic and fresh product adapatable for the on-the-go
AmeriAmerican. In January 2011, Veggie-Go’s was born. Veggie-Go’s filled a niche in the snack market
that no other company had. With a half of serving of vegetables, a half of serving of fruits, no
added sugars, and no GMO’s in the gluten free strip, Veggie-Go’s make for the perfect healthy
snack.
Goals:
By ini a ng this campaign, we hope to increase sales, while also increasing brand awareness and
comprehension of Veggie-Go’s in our target audience.
TTarget Market:
Moms with kids; classified as the Chief Health Officer.
Compe on:
Vegetables, Fruits, Fruit Snacks and Fruit Strips
Adver sing Problem:
Veggie-Go’s is currently unknown in snack market. Users o en choose whole fruits and
vegetables or products such as Clif Kid ZFruit Rope to suffice their nutri on consump on.
AdAdver sing Objec ves:
We plan to turn meal me into a drama free zone by crea ng awareness of the healthy aspects
of Veggie-Go’s. It is per nent for the CHO to view Veggie-Go’s as an nutri ous snack.
Underlying Emo onal Need
Moms con nuously find themselves struggling to get their children to eat fruits and vegetables.
This o en leads to unwanted meal me drama and are frequently searching for alterna ves.
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16. Teenage daughter comes down staircase
wearing inappropriate ou it for school.
XIV

17. Mother hands daughter Veggie-Go’s snack
in grocery store aisle.
Product shot with ad line.
Voiceover: “With no added sugar, no gluten, and
no GMO’s, ‘No’ doesn’t have to be nega ve.
WhileWhile Veggie Go’s can’t alleviate all of the drama
that comes with raising kids, this fruit leather can
help make meal me a drama free zone. With half
of a serving of fruits and vegetables in every strip,
you can finally say ‘no’ to drama without saying
‘no’ to nutri on.
XV
*Immediately cuts to next scene*

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21. This includes day-to-day posts and promo onal posts. Social media is a rela vely easy and
cost effec ve way to increase brand awareness.
Day to Day Posts will maintain brand awarness and maintain engagement.
Facebook:
Healthy recipes
ShortShort recipe videos
Ar cles about
GMOs,
Gluten free,
Added sugars, etc.
Promo ons
Instagram:
ImaImages of
Ingredients in the products
Packaging,
Fresh fruits
Short 15 second videos
Pinterest: Feature a variety of boards including product boards, healthy recipes, healthy
blogs, family ac vi es, etc.
Twi er: Promo ons, links to ar cles about health news, etc.
Promo onal Post: Share your Sweet Moment
We want to engage consumers with user-generated content. By saying no to drama with
Veggie-Go’s, there is more me for sweet moments. Veggie-Go’s will encourage consumers to
share their own unique sweet moments. Once a week Veggie-Go’s will share and repost a
consumer’s #VeggieGosSweetMoments. The consumer who is featured will receive a box of their
favorite flavor.

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