Advertising Client Ian's Natural Foods

Problem: Located in Lawrence, Massachusetts, Ian's Natural Foods is a national supplier of convenience frozen foods. Ian's found that the services provided by their advertising agency at the time was becoming increasingly expensive and lacked the quality they desired.

Solution: After meeting with Ian's marketing team and discussing their advertising needs, our agency felt that they needed more than just a fresh and creative advertising campaign.  What they needed was to send a clearer message.

In studying Ian's product lines and packaging, we became concerned that their audience wasn't fully aware of the difference between their Blue and Red Banner products – an important difference since their Red Banner products were allergen-free. Our solution would involve creating advertising that captured and educated their audience. Part of this education was to create and draw the customer's attention to Ian's 'Red Banner Guarantee' and likewise for their Blue Banner product line. Through research we discovered that Ian's target audience – primarily comprised of mothers of children with food allergies – carefully pores over ingredients before buying a new product to make sure the food won't make their children sick. Unfortunately, oftentimes children still end up having allergic reactions because of some ingredient not listed. Because of this, mothers didn't trust food manufacturers. We now saw cleary that our job was to convince Ian's audience they could trust Ian's Natural Foods.

Results: As one can see by looking at the advertising, the viewer is immediately captivated by the cute little girl who gets the reader to stop and notice the ad. The purpose of the rhyme is two-fold. First, is to inform the audience and second, is to have an emotional impact on the reader. We feel strongly that eliciting an emotional response from a reader is a very important part in getting the reader to remember the ad.

To reinforce the message, Ian's Red Banner Guarantee has been incorporated into the company's website so moms can be sure that when they see the red banner, they can feel confident that their children are getting allergen-free food.