329 MEDIA KIT

L EGENdairy FR EE

sweet treats

TABLE OF CONTENTS

Creative Brief 4
Company Profile 7
Media Release 8
Social Media Campaign 10
Social Justice Campaign 12
Magazine Ad 15
Packaging Design 17
Contact Information 21

COMPANY OVERVIEW

Legendairy Free is the latest dairy free sweet treat brand. It comes premade and easy to store in
the freezer and then pop into the oven, air fryer, or microwave. Legendairy Free is a simply dairy
free sweet treat brand: not gluten free, not vegan, just dairy free. They make cupcakes, cakes,
brownies, cheesecakes, cookies, and more in a variety of satisfying flavors.
Legendairy Free was inspired by baking with children. Because the CEO, Natalie Bonter, suffers
from a dairy allergy, she wasn’t able to enjoy the treats she would make with her kids. Baking is the
perfect activity for families because it is enjoyable and tasty. Because about 36% of people in the
United States suffer from a form of a dairy intolerance, this product appeals to and will be bene-
ficial to a large portion of the country. With Legendairy Free sweet treats, people like Natalie can
enjoy quality time with loved ones and a tasty treat.

CREATIVE BRIEF

Background:

Legendairy Free is a new company making dairy free sweet treats that will be found in most gro-
cery stores. They will be ready to make, bake, and heat up for when a craving strikes. Legendairy
Free is simply dairy free: not to be confused with vegan or gluten free.

Marketing Objective:

•Gain distribution of new product in key retail chains (Whole Foods, Jewel Osco, Mariano’s,
Walmart, Target, Meijer)
•Sell out first year production for $500,000 in sales
•Establish leadership and recognition the Sweet treat market

Advertising Communication Objective:

•Introduce Legendairy Free as the leading company that focuses solely on being dairy free
•Generate awareness among the target of those with and without a dairy allergy or intoler
ance

Advertising Strategy:

•Position the product as an easy solution to enjoying treats without the harsh consequences
of dairy
•Use a combination of TV, social media ads, and print ads
•Promote ad schedule to retail channel
•Schedule advertising during winter for sweets like cookies and brownies & through summer
with ice cream and frozen yogurts

Target Audience:

•Young to middle age Americans (ages 18-45) who have a dairy intolerance or allergy, and
prioritize their health and wellbeing. People that have children with or without an intolerance
and do the main grocery shopping for the household. They are looking to find alternatives
the sugary treats they are already eating, while introducing new flavors to their children.

Competitive Frame:

•Cookies, brownies, cheese cakes, cupcakes, cakes, ice cream, and frozen yogurt: all dairy
free and not necessarily vegan or gluten free

Current Position:

•The target audience is ready for more options when it comes to dairy free products.
We have seen a 5% increase overall since 2020 (and will only continue) for the soy
and almond milk production alone sue to steady demand.

Desired Position:

•“I am really in the mood for a cupcake right now, but I am not interested in chocolate
or vanilla. Most of my options seem to be two flavors with a drier consistency. Lucki-
ly, I grabbed some Legend-Dairy Free snacks from Target today. I am excited to try
this strawberry short cake flavor!”

Consumer Promise:

•Legend-Dairy Free treats are a way to enjoy and satisfy the craving for something
sweet without the pain of eating something that contains dairy.

Reasons Why:

•Faster—don’t waste time researching where you can find a readily available treat
that doesn’t contain dairy
•Satisfying—focus on the flavor without how you will feel after
•Versatile—with many options and flavors, you are sure to find something that satis-
fies you

Call to Action:

•Sign up to be on the mailing list that announces specialty flavors each season.
•Visit Legend-Dairy Free website for a full list of products, flavors, and ingredients

Tone & Manner:

•Legend-Dairy Free will be your go to craving so that you can enjoy your craving with
out thinking of the consequences. Positive and inviting tone.

Other Considerations:

•Fun design that incorporates colors found in nature
•Advertisements should focus on the abundance of flavor options and easiness to
prepare.

MEDIA
RELEASE

Release Explination:
The media release will be sent to journalists who work for health, beauty, and fashion publications. It will
also be sent to a list of dieticians across the United States. The release will detail the company overvew,
what it stands for, and the products Legendairy Free is selling. The release will also include where consum-
ers can find this new brand. Journalists will be excited to share and send to other writers, and dieticians will
share the product information with their clients and patients. The media release will also detail a product
launch date.

LEGENdairy FREE

FOR IMMEDIATE RELEASE Contact: Natalie Bonter,
Legendairy Free

Phone: 231-881-7037
Email: [email protected]

Legendairy Free: A solution for your late-night cravings

CHICAGO, April 5, 2022 -- Legendairy Free is the latest way to satisfy a sweet tooth without the
pain that usually follows. Consumers will never say “I shouldn’t have eaten that cupcake” again.

Legendairy Free is a dairy free sweet treat brand: not gluten free, not vegan, just dairy free. Leg-
endairy Free makes cupcakes, cakes, brownies, cheesecakes, cookies, and more in a variety
of satisfying flavors.The different treats come premade, frozen, and ready to pop into the oven,
microwave, or air fryer.

Legendairy Free will be available in all major retailers across the country including Whole Foods,
Target, Walmart, Meijer, Kroger and Jewel Osco.

With every purchase, a percentage will be donated to the International Foundation for Gas-
trointestinal Disorders (IFFGD). Legendairy Free’s CEO, Natalie Bonter believes that “Ev-
ery person should have access to resources that help identify and understand gastroin-
testinal disorders, so that they can get back to living their lives pain free.” By purchasing
Legendairy Free sweet treats, you will not only be treating yourself, but you will also be spread-
ing awareness on the different gastrointestinal disorders someone might be suffering from.

Legendairy Free sweet treats will be available in all major retailers starting on May 3, 2022.

For more information regarding Legendairy Free, visit: www.legendairyfree.com

SOCIAL MEDIA
PLAN

Platform: Instagram
Instagram was chosen for this campaign because it gives the opportunity to reach the highest
number of young and young-middle aged adults combined. This campaign will start at the end of
summer, and run through October. The targeted age range for this product is 20-45, including
college students and parents.

Percentage and age:
- 18-24, 30.1%
- 25-34, 31.5%
- 35-44, 16.1%
Goal:
Build awareness to the new brand. The goal the Instagram campaign is to highlight the dif-
ferent flavors and types of products: i.e. brownies, cookies, and cupcakes in a variety of flavors.

Solution:
By featuring images of the products and using the hashtag, #mooveover, consumers will get a firm
grasp on all of the options they have for treats. Because this campaign starts toward the end of
summer, the focus on the unrealistic “perfect summer body” will be nearing an end, and the crav-
ings for sweet things will kick in.

Results:
- Increased number of account clicks
- Increased website traffic from link in Instagram bio
- Stories incorporating the hashtag #mooveover
- i.e. discussing personal gut health journeys



SOCIAL JUSTICE PLAN

Legendairy Free x International Foundation for Gastrointestinal Disorders

Partnership Plan

With every purchase, a percentage will be donated to the International Foundation for Gas-
trointestinal Disorders (IFFGD). IFFGD is a reliable source for knowledge, support, and as-
sistance about gastrointestinal disorders. This is an important organization because many
people struggling with gastrointestinal disorders either don’t know they have one, or they are
often misdiagnosed. We believe that every person should have access to resources that help
identify and understand gastrointestinal disorders, so that they can get back to living their
lives pain free.

More About IFFGD

The International Foundation for Gastrointestinal Disorders is an organization that funds re-
search and provides assistance to those suffering from chronic digestive disorders. IFFGD
can match you with a care provider based on your symptoms, and provide diets, treatment
plans, and tips for daily living. IFFGD seeks to improve digestive health for people of all ages.

“Our mission is to inform, assist, and support people affected by gastrointestinal (GI) disor-
ders.

IFFGD was founded in 1991 by one person struggling with the challenges imposed by a
chronic GI disorder. Many others, from all walks of life, have joined with us.”



PRINT
ADVERTISEMENT

Print Design:
The main purpose of the print advertisement is to showcase that a dairy free sustitute doesn’t have
to be a substitute: it can be something of equal satisfaction. The copy of the advertisement is in
the form of a call to action. The questions involve the consumer and require an interaction between
them and the ad. The image of tasty desserts shows the consumer that they can enjoy their crav-
ings without painful consequences.
Publication Specifics:
This advertisement will run in the magazine: Women’s Health. Women’s Health targets women and
adults with a median age of 46.8 whom are looking to maintain a healthy lifestyle for themselves
and their families.
This print ad will run ull page with no bleed.
Specific dimensions: 7.5 x 10.375

LEGENdairy FREE
A dairy free craving made easy.

Tired of your cravings not satisfying you? Wanting your options
to look more like the image below? Legendairy Free is the solu-
tion for you. Check out www.legendairyfree.com for more infor-

mation on the product list and where they are sold.

PACKAGING

ConfettiCUPCAKE

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-
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Dimensions:
3.5 x 3.5 x 3.5

LEGENDAIRY FREE

Legendairy Free is the latest way to
satisfy a sweet tooth without the pain
that usually follows. Legendairy Free
is a dairy free sweet treat brand sold
in local grocery stores across the
US.

United States @legendairyfree www.legendairyfree.com

Email: [email protected] Phone: 231-123-4567
1234 Sweet St. Chicago, IL 60660