Creative

Brief
Date: ............................
Client: ........................................................
Brand: ........................................................
Strategic Planner: ........................................................
Branch: .......................................................

Background: What is the challenge for the brand?

Explain in your own words what is the brand’s challenge based on your
knowledge of the brand and the consumer, and your analysis of the market.

Barrio fiesta is well known for serving traditional Filipino foods. They prepare it in the
traditional Filipino way of cooking.

Started in 1958, Barrio Fiesta has been well-known by it's superb filipino meals like kare-
kare, sinagang, nilaga, and other seafood specialties. their most famous filipino meals is
their Kare-kare, a peanut-based dish which consists of beef tripe as its meat with
inclusions of vegetables such as pechay, green string beans, and puso ng saging to name a
few. This dish has been made more delicious because of the "bagoong" that they added.

They proudly designed their restaurant in filipino ambiance with abaca chairs being used
inside, filipino country life paintings can also be found in the interior of the restaurants.

Their prices are affordable and their specialties are:

Guisadong Betchuelas, Pansit Malabon
Pla Pla sa Dahon
Rellenong Talong
Adobo Fried Rice
Sago at Gulaman
kalamansi juice
Halo halo special
leche flan
Kare-kare.
Based on the challenge, what is the opportunity for your
brand?
The opportunity is a strategic opportunity that has to be expressed via a
strategic goal based on the challenge for the brand.

Their target is the people who belong in class A and B... although their services are
affordable, they need to lower the bar a little bit, they need to target people who belong in
the middle of class C or the people who are in the class C society. Not only that, they
should target people starting at the age of 18 up to the age of 50(more or less, 50) so that
it will be a filipino restaurant for college students and workers.

The Strategic Path

- I want to take my brand from Current perceived position

Their current position is that barrio fiesta is the only Filipino fiesta that sticks to
traditional abaca chairs and festival image... in short, traditional.

- To that future perceived position

Their current position will have no change whatsoever.

Brand Personality
To be described in 3 to 5 words and one picture

Filipino, traditional, fiesta!

Who are we talking to?
(GET) Describe the target audience but also add relevant insights about his
state of mind/lifestyle based on your research.

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What consumer/market insight can help you get there?

(WHO) The insight has to be relevant to the category of products/services
being advertised: What is the unmet need or the desire?

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What is the brand’s promise to answer the insight?

(TO) How does the brand fulfill that unmet need or desire?
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Why should the consumer believe you?

(RW) Give us the most relevant reason(s) to believe that the brand will
answer the unmet need.

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If you were to sum up your proposition in a selling line, what

would it be?
(BY TELLING THEM)
Imagine you’re the creative, look back at your brief and see if you could write
a tagline for the ad. Is your proposition broad enough to work across different
types of advertising?

“Bringing you the finest Filipino food”

Group Account Director Signature: ………………………………………..

Client Signature: ………………………………………..

Client Rating: ………………………………………..