CREATIVE STRATEGIES

Team 2
Manda Corral
Sara Downs
Delaney Davin
Madison Gielda
Creative Strategy 1:

Client:
Newman’s Own Pizza

Communication Objective:
To inform 70% of the target audience Newman's Own pizza is preservative-free and has natural
ingredients in every bite.

Target Audience:
Demographics: ​The target audience demographics for Newman’s Own are men and
women ages 24-54. They are employed full time with an income of $50,000 to $120,000, a
family size of 2 or more and may have one child in their home under the age of 12.

Psychographics:​ The average person who purchases our products is a fully employed
parent who is health conscious. They are at the gym or running outside 2-3 times a week and
shop at stores like Whole Foods and Sprouts for family groceries. They are living in a suburban
neighborhood and are an active member on the PTA at their child’s school. Often spending free
time shuttling children to and from soccer practice in their SUV. As a very busy parent, it is
difficult to cook a wholesome meal for the family 7 days a week. On days the parent needs a
break they know they can count on Newman’s Own to provide a healthy meal for the family.

Key Benefit:
Newman’s Own is a preservative-free option of frozen pizza with natural ingredients so you’ll
feel better about eating frozen pizza.

Reasons Why:
Newman’s Own is one of the few frozen pizza brands that has no artificial flavors, no artificial
colors, no preservatives, and no uncured pepperoni. It also has multigrain crust options.

Tone Statement:
● Reassuring
● Conversational
Creative Strategy 2:

Client:
Newman’s Own Pizza

Communication Objective: ​To inform 70% of the target audience that Newman’s Own is a
brand founded on philanthropic values.

Target Audience:
Demographics: ​The target audience demographics for Newman’s Own are men and
women ages 24-54. They are employed full time with an income of $50,000 to $120,000, a
family size of 2 or more and may have one child in their home under the age of 12.

Psychographics:​ The average person who purchases our products is a fully employed
parent who is health conscious. They are at the gym or running outside 2-3 times a week and
shop at stores like Whole Foods and Sprouts for family groceries. They are living in a suburban
neighborhood and are an active member on the PTA at their child’s school. Often spending free
time shuttling children to and from soccer practice in their SUV. As a very busy parent, it is
difficult to cook a wholesome meal for the family 7 days a week. On days the parent needs a
break they know they can count on Newman’s Own to provide a healthy meal for the family.

Key Benefit:
​Newman’s Own gives 100% of its’ profits to charity.

Reason Why:
Newman’s Own donates 100% of the profits from the sale of its products to the Newman's Own
Foundation, a non-profit foundation which gives money to various educational and charitable
organizations.

Tone Statement:
● Inspiring
● Compassionate
Recommendation:
We recommend using the first strategy. This is because our target audience is families that tend
to be busy most of the week but still prefer a healthy meal. Newman’s Own is one of the few
brands that are healthy including no artificial flavors, no artificial colors, no preservatives, and
no uncured pepperoni. Our target audience tends to think (as per our Focus Group Section 2) that
natural ingredients and preservative free frozen pizza is more important than the ‘noble’ idea of
philanthropic values. Our consumers tend to prioritize themselves over the community. The point
of our strategy is to tell our audience that Newman's Own pizza is preservative-free and has
natural ingredients in every bite (as per our Optimized Positioning Statement in our Focus Group
Section 2.) The use of reassurance tone with actors having a conversation with one another in the
advertisement will show to this strategy to the audience.