In Advertising Copywriting, a required course for Ad/PR majors, I created a brand book based on marketing oysters. We started in the research phase and then created different campaign items to encourage more people of a certain demographic to eat oysters. After completing my research, I decided to target single parents in their 30s and 40s. The ads played on the nutritional value of an oyster and how versatile they are in regard to the way you cook them. I made my decisions based on the research and my personal experience. I knew that single parents don’t have as much time to spare and can often times feel guilty for not cooking a real meal or spending quality time with their kids. I wanted to convey a sense of understanding for their predicament and offer a solution to it.
Below is the newspaper ad and magazine ad that I created for this campaign.
Emily Brady's Writing E-Portfolio 