For this class, we had to choose a business and create an advertising campaign. We chose a local restaurant, Moosewood. We were encouraged to create an edgy campaign that would grab the local attention.

1. MOOSEWOOD
R E S T A U R A N T
BY: ERIN BATTY & KAITLYN TURKETT
HIPSTER FOOD THAT DOESN’T SUCK

2. CREATIVE BRIEF
M O O S E W O O D R E S T A U R A N T
HISTORY:
GOALS
MARKETING OBJECTIVES:
ADVERTISING OBJECTIVES:
This camapign will increase
Moosewood Restaurant’s
awareness amongst a younger
target market.
This campign will increase
comprehension by 70% and
conviction by 50%.
TARGET MARKET:
MISSION STATEMENT:
Spread the notion that protein and aesthetics need not be sacrificed
when you leave meat out of a meal.
Moosewood, Inc. is located in downtown Ithaca, NY and has been owned
collectively by nineteen members since 1973. It has grown from
a small natural foods resturaunt to a large and diverse company;
publishing 13 internationally acclaimed cookbooks. Moosewood focuses
heavily on local, natural and health oriented vegitarian cusine and has
been a pioneer in its industry. Ithas been named one of the “thirteen
most influentialrestaurants of the 20th century.”
This will be a year-long cam-
paign, starting January 2015
and ending Decemeber 2015.
Our primary target market is both men and women ranging from the
ages 18-34 otherwise know as Millenials. The primary target mar-
ket for this campaign will focus on the college students and young
professions in the Ithaca Area. These millenials lead both social and
health conscience lifestyles. The want a restaurant expierence that
will reflect and benefit their lifestyles as well as their values.
ADVERTISING PROBLEM:
TIME FRAME:
There is a lack of awarenss and understanding amongst the younger
generation with the Ithaca area. There is a general awareness of the
physical restaurant, but not a full undertstanding of its unique attri-
butes and principles.
The target market needs to be informed about Moosewood’s mission and efforts towards vegitarian and local
cusine, especially because it is a pioneer within its industry. There is great potential in the sub-culture ref-
ered to as hipsters. This target market’s values are very similar to Moosewood’s.
ADVERTISING OPPORTUNITY:
THE BIG IDEA-- “Hispster food that doesn’t suck”:
This campaign’s main strategy is to target the sub-culture of hispsters and millenials in general. We will
achieve this by using satiric content and ironic deisgns. Our main message is to show the target market how
similar Moosewood’s mission is to their lifestyle patterns by using “hipster humor.”
DELIVERABLES:
Within this campaign, there will be a circulation of three ads. There will also be a social media campaign
that coincides with the advertsiements. We will use the social media platform, Instagram, to interactively
spread buzz and awareness through creativity. We will provide incentive to particpate by using a socially
responsible strategy, by giving back 5% of the meals’ profits to local sustainability non-profits.

3. PRINT AD #1

4. PRINT AD #2

5. PRINT AD #3

6. WILDCARD: INSTAGRAM CHALLENGE
TO FILTER OR NOT TO FILTER
Our wildcard strategy will be a social media campaign using
Instagram as our platform. This campaign will run from Septem-
ber to November in 2015. The challenge will be a competition
for the best photo of one of our creative meals. We will select
two winners at the end of Novemeber and credit first place win-
ner with a $50 gift certificate and the second place winner with
a $30 gift certificate to Moosewood. They will both also recieve
a complimentary Moosewood Restaurant resuable shopping bag.
Additionallly, everytime someone instagrams a photo of
a Moosewood meal with the hashtag #MoosewoodIthaca, 3% of
that meal’s profit will be given back to local sustainability
nonprofits.
#moosewoodithaca

7. PROSSESS WORK: TRENDBOARD

8. PROCESS WORK : BRAINSTORM
THUMB NAILS, COMPS., ETC.

9. TARGET MARKET
PRIMARY RESEARCH
33% were not aware of Moosewood
67% have heard of Moosewood
33% have been to Moosewood
42% understand Moosewood’s values
SURVEY AMONGST TARGET AUDIENCE
INSIGHTS
SIMILARITIES OF
1970s & today
Social & health conscious
Non-materialistic ideals
Self-expression
Heavy emphasis on individualism
Love of music & Bohemian style
Spiritual adventurism
Environmentalism
METHODS
Surveys
interviews
Observations
Insights
Aidan
21 year old
Senior at Ithaca College
Environmental Studies major
Bikes to class/work
Vegetarian & Gluten-Free
Activist for the Green Party
Shops at GreenStar
Strong focus on buying local
and sustainable practices.
Hobbies:
Reading Vonnegut
Hiking the Natural Lands

10. CAMPAIGN GOALS & OBJECTIVES
1. Grow awareness amongst Millenials
2. Increase conviction & top of mind awareness
3. Increase understanding of Moosewood’s values
The Big Idea
CREATIVEEXECUTION
STRATEGY
“Hipster food that doesn’t suck”
Use of ironic
& satiric copy
Sketched & dramatized
animination
Simplicity
Textured & colored backgrounds
Use of ironic humor
Eye-catching visuals
Emphasize importance of
business model
Display
unique attributes