Julie's Campaign 2019

Creative Brief

Julie’s Campaign 2019 – Healthy
Choice Made Fun

Producing & Presenting Creative Deck

Creative Brief

Client’s Brief

• Since 1985
• Julie’s is a Malaysia household brand name
known for quality and tasty biscuits.
• 3 local factories in Melaka
• Global brand

Objectives

• To promote Julie’s Oat Cookies
- Oat 25 Strawberry
- Oat 25 Chocolate

Message

• It is a healthy choice

Tagline

• Healthy Choice Made Fun

Market Analysis

Current Performance

Julie’s Munchy’s Hup Seng
- Simple - Cheerful - Messy
- Fun
- Yellow is the
main colour
- Happiness

Brand Positioning

Vision

• To be in the leading position in every
country that we compete in

Mission

• To provide fun, cheeky, yummylicious
biscuits and snacks for everybody around the
world

USP

• 25 % rolled Australian Oat
• Oligofructose

Tone of voice

• Excitement
• Happiness
• Energetic

SWOT Weaknesses Opportunities Threats

Strength • High cost of • Awareness of • Strong
raw materials healthy competitors
• Strong brand Lifestyle
awareness • Do not have increased • Increasing
wide flavour price for the
• Good quality range for oat • Having ingredients &
and safety cookies customer materials
loyalty & trust
• Healthy
products

• Convenience

Target Audience • High Education
• Middle income and above
Demographic (household)

• Age 30 – 40 years old - average RM 5,228
• Female
• Married

- have children
• Urban area
• Worker or housewife

Psychographic

• Concern with the healthy lifestyle
• Have the personal responsibilities for child care
and family care

Marketing Strategies

Consumer Insight

• Australian rolled oat is a trusted brand

Distribution Channels

Media Distribution

Traditional Media
• Campaign Poster
• Outdoor Banners
• Celebrity Chef Endorsement

Distribution Channels

Media Distribution

Non-Traditional Media
• Social Media

- Facebook
- Instagram
- Julie’s official website
• Web Banner

Consumer Journey

• Celebrity chef attract the attention of customer
• Customer curious about the oat cookies
• They feel the interesting of the campaign and want to
join the celebrities to prepare breakfast recipe together
• Participate the activities
• Have fun during the campaign
• Support to buy the oat cookies

Campaign Calendar (Roll-out Plan)

Pre launch ( 3 weeks before launch)

• September
•Make the consumer curious about the oat cookies
• Introduce the message & feeling for the target
audience through video
• Launch the poster stand in the shopping mall
• Post the advertisements of the campaign through
social media (fb, insta & official website)

Campaign Calendar (Roll-out Plan)

• Can register for participating the workshop & own
healthy recipe contest through the Julies Campaign
2019 Website
• Limited place for participants (total 40 participants for
each of the workshop & contest respectively)
• Celebrity endorsement (Danielle Peita Graham & Lee
Samantha)

Storyboard

Storyboard

Pre launch poster stand in mall

Pre launch poster stand in mall

Pre launch celebrities’ insta

Pre launch Julie’s official insta

Web banner in Julie’s official website

Launch (1 month)

• October
• 4 days (every Sunday)
• 4 venues (outdoor):

- Wetland Putrajaya (6 Oct 2019)
- Dataran Merdeka, KL (13 Oct 2019)
- Merdeka Independence Square, KL (20 Oct 2019)
- Perdana Botanical Garden, KL (27 Oct 2019)

Launch (1 month)

• Launch poster in Julie’s fb, insta, website and Julie’s
campaign 2019 website
• Outdoor Banner will be put
• Julie’s booth

• Snap & Win Contest
- Purchase RM50 of Julie’s oat cookies
- Take creative photo with the oat cookies
- Upload to fb & insta with the hashtag,

#healthychoicemadefun
- Prize for 4 winners that will be selected from the 4

workshops with many likes
 limited edition sport t-shirt
 coffee mug
 two 300g of Julie’s oat cookies

• Workshop & Healthy recipes contest are opened for
mother with her kid
• All the participants will get a free apron & two 300g
Julie’s oat cookies
• Workshop (morning session)

- Bake the Julie’s cookies with the flavour of
Strawberry & Chocolate

- Celebrities (Danielle & Lee) are the demonstrator

• Own Healthy Breakfast Recipe Contest (Afternoon
session)

- Create their own healthy breakfast with Julie’s oat
cookies

- Celebrities (Danielle & Lee) will be the mc and
judge for the contest

- Winners will be announced on that day

- The grand prize of each contest:
limited edition sport t-shirt
coffee mug
the winning recipe will be published on the front page
of Clean Eating Magazine, Julie’s official fb & insta and

the Julies Campaign Website
 Julie’s gift bouquet RM100

- 5 Consolation prizes:
limited edition sport t-shirt
 coffee mug
 recipe published in Julie’s official fb & insta and the
Julies Campaign Website
 Julie’s cookies hamper worth RM60

Launch poster stand at mall

Launch outdoor banner

Launch poster in insta

Launch poster in fb

Launch Web Banner

Web Banner in Julie’s official website

Post Launch (1 month)

• November
• Announcement of the winners of the snap & win
contest

- announce in the Julies campaign 2019 website
• The chosen recipes will be published on the clean
eating magazine accordingly
• Video of the event will be available to watch
• 50 % discount for Julie’s oat cookies

Web banner (Winner announcement)

Julie’s Campaign 2019 website

Prizes

Prizes recipe contest

Prizes recipe contest

Prizes snap n win

References

Thank You