Newspaper Ad (spec)
The goal of this ad was to get readers to clip the coupon for frozen vegetables and use it at a local store. The audience was 25 to 45-year-olds, primarily women, who have school-aged children. This company prides itself on making healthy food choices simple. The challenge was to entice busy parents with that promise.
Understanding this audience means knowing that they often feel harried at dinnertime trying to get a meal ready while handling homework, doing other chores, or unwinding from a stressful day at work. I focused on how the product requires little exertion or supervision yet results in perfectly steamed vegetables. Since the process is simple and easy, the cook can relax and enjoy their family. The designer and I discussed photo options and agreed that a happy, relaxed family meal would illustrate this best.