Cully & Sully Advertising Plan
Advertising Brief
Company Background
Cullen Allen and Colum O’Sullivan first launched their business Cully & Sully in 2004 with a line of ready-to-eat healthy pies. From their base in Cork, Ireland they have grown their business and increased their product range to comprise of soups, deserts and hot pot meals. They are a leading Irish start-up enterprise having been nominated for Ernest & Young’s Entrepreneur of the Year Award. In this assignment we will seek to explore the launch of C&S food products in Spain.
Project Aims:
C&S movement into the Spanish market.
Create brand and product awareness amongst our chose target market and acquire new customers in Spain.
Firmly establish C&S soup in customers’ “consideration sets” through effective brand management.
Awareness through promotional activities.
Build high customer lifetime value, essential to long term customer-retention.
Educate Spanish people about the importance of healthy eating.
Promotional activities pertaining to a range of vegetarian, glucose free, low salt foods.
Target Market:
[pic]
Objectives
Providing consumers with the quick, easy and tasty food they need, full of natural goodness and nutrition, but without all the preservatives and high salt levels of competitors. C&S aim to do so at affordable prices.
C&S want to help us change our eating habits for the better.
Raising awareness of, and interest in, the importance of healthy eating is a core value of their business.
C&S utilize a market specialization strategy, aiming to meet different needs of their primary target market, the young, urban professional. New “Hot Pots” provide a bigger, more filling meal, that sees the time window shift from an afternoon lunch to an evening meal, yet the fundamentals – quick, easy food that’s wholesome, healthy and great tasting – stay the same
Main Message
C&S aim to provide consumers with the quick tasty food they need, full of natural goodness and
Company Background
Cullen Allen and Colum O’Sullivan first launched their business Cully & Sully in 2004 with a line of ready-to-eat healthy pies. From their base in Cork, Ireland they have grown their business and increased their product range to comprise of soups, deserts and hot pot meals. They are a leading Irish start-up enterprise having been nominated for Ernest & Young’s Entrepreneur of the Year Award. In this assignment we will seek to explore the launch of C&S food products in Spain.
Project Aims:
C&S movement into the Spanish market.
Create brand and product awareness amongst our chose target market and acquire new customers in Spain.
Firmly establish C&S soup in customers’ “consideration sets” through effective brand management.
Awareness through promotional activities.
Build high customer lifetime value, essential to long term customer-retention.
Educate Spanish people about the importance of healthy eating.
Promotional activities pertaining to a range of vegetarian, glucose free, low salt foods.
Target Market:
[pic]
Objectives
Providing consumers with the quick, easy and tasty food they need, full of natural goodness and nutrition, but without all the preservatives and high salt levels of competitors. C&S aim to do so at affordable prices.
C&S want to help us change our eating habits for the better.
Raising awareness of, and interest in, the importance of healthy eating is a core value of their business.
C&S utilize a market specialization strategy, aiming to meet different needs of their primary target market, the young, urban professional. New “Hot Pots” provide a bigger, more filling meal, that sees the time window shift from an afternoon lunch to an evening meal, yet the fundamentals – quick, easy food that’s wholesome, healthy and great tasting – stay the same
Main Message
C&S aim to provide consumers with the quick tasty food they need, full of natural goodness and