Analysis of Project in the Real World

I believe that having this advertising campaign would help the company to put taro chips on the map. It might make people weary about what the product is because it is different, but it does get the consumer thinking and bit curious. An ad campaign ultimately gets the audiences attention and in the end purchasing the product. Our ad campaing for the taro chips will definitely get the audience wondering what is it? where can I get is so I can find out what this new hype is about.

“Advertising has no rules – what it always needs more than “rules” is unconstipated thinking.” (Landa, 136)

Creative Content

Here are two ideas we would like to have in our ad campaign. We want our audience to wonder if it's not potato chips, then what is it? By emphasizing the unique look of chip to intrigue the audience.

In this part of the ad campaign we are introducing the simple taro root plant. It looks similar to a potato but it's not. What is it?

“When something is emphatically stated, we tend to believe it.” (Landa,  83) “A declarations believability is affected by the tone and the origin of the voice.” (Landa,95)

In the first, the image is more dominate, where in the second image the copy is of dominance. The copy is what makes the ad campaign work.

Promotion

In ou ad campaign we'd like to target our audience through commercial messages in print work. Primarily because the company already has a great website, and several local commercials, but rarely any print work. "Commercial advertising sells brands by informing consumers about brands, endearing brands to consumers, promoting brands, and brand building" (Advertising by Design, Robin Landa, pg. 41) Our main source of promotion would be to have a single page ad in several health, food, and family living magazines. It would only make sense to place our ad in these types of magazines as we would like to target the number one group who would buy our products, the women of the house who does the grocery shopping. "Whoever is on the receiving end of a commercial or public service communication, either a group or an individual, is the audience." (Landa, 35) "In today's complex marketplace, advertisers often choose to target groups of people whether the group's are defined by age, interests, or ethnicity." (Landa, 37)

Our other means of promotion would be to place several billboards in highly populated cities.In those cites we would hold promotional social gathering in the community introducing the product. Letting the consumers finally get a taste and find out what the chips are, taro chips.

The Big Idea

The big idea would be to introduce the taro plant. Most chips are made from potato. So when we recognize a "chip" we automatically assume it's a potato chip. Why not introduce something unique that people wonder what is that? Let me try it. What's the hype about?

Who knew, but guess what the President of the United States of America likes to snack on when vacationing to Hawaii? Last winter in preparation of the rental property (on Oahu) where his family stayed for 10 days David Zimel, owner of Paradise Points Estates, found out otherwise.

"We brought some things in last year -- what we found out, what he really loves, is the sweet potato chips and the taro chips," said Zimel of the local Hawaiian chips, a presidential favorite. (http://abcnews.go.com/GMA/Politics/obama-christmas-first-family-heads-hawaii/story?id=9402011)

A lot of people don't like to try knew things, but will if a reputable person did (such as a famous actor/actresss or a political figure as big as the President of the United States. Taro chips are different from a potato chip on many different levels from it's look, it's taste, the way it's cooked, and more. The unique look is what steers some people away. We want to use the way it looks to grab the audiences attention and wonder "What is that?"

Competitive Analysis

The competition for this brand would be other chip companies such as Frito-Lay, Terra Chips, HAWAIIAN® Kettle Style Potato Chips. Taro chips is not a popularized product, because there hasn't been much advertising done for it. Frito Lay is one of the only chip companies that have done a great deal in advertising their products.

"For more than 75 years, we have enjoyed making the best snacks on earth, starting with simple, farm-grown ingredients." -Frito Lay (http://www.fritolay.com/about-us/our-company-vision.html)

"At the beginning of the twentieth century, many American brands [...] were advertised. Many more brands would appear in the coming century." (Advertising by Design, Robin Landa, pg. 4)

Frito Lay, a division of PepsiCo Inc. that produces a variety of snacks ranging in corn and potato chips, as well as other snacks. They are the most popular for their Lay's and Ruffles potato chips, Doritos, Cheetos, Tostitos, and Sunchips. Being such a big and popularized company, the produce their products in several states throughout the United States, Canada, and Indonesia with subsidiaries in seven countries including the United Kingdom and Mexico. Our goal is not to be bigger or better than this company, but to develop an advertising plan that set our product on the map.

We want it to be known nationally as the snack of Hawaii. When most people think Hawaiian snacks, their thinking of products that contain macadamia nuts, pineapples, or rice crackers. We want the Hawaiian Chip Company's Taro Chips to be on top. Basically sell more of the product through product awareness in a national advertising campaign. There is a lot of unique attributes about the snack product that will help make it easier to have it stand out from the rest.

Another direct competitor would be the Terra Chips from the Hain Celestial Group. They produce many similar products including taro chips.

HAWAIIAN® Kettle Style Potato Chips is another product that may be a big competitor for the product. They currently aren't as popular as most chip products, and as a result we can learn from their mistakes.

An innovative move that has put Frito-Lay on top of the map is their current green movement to improve the earth and creating healthier products through energy efficient processes.

“Comparing a product or service to something different from it can be a strong premise; it has the potential to be extremely effective and memorable.” (Landa, 79)

Hawaiian Chip Company Taro Chips: Not all chips are potatoes.

Why stick to your ordinary potato chips during snack time, when you can snack on gourmet sweet potato and taro chips made in the place of paradise, Hawaii. The quality picked taro plants used to make this delightful snack are all grown in the islands and are ensured to be fresh before cooking. This unique colored chip (with purple grains) takes you and your mouth on a mini Hawaiian getaway with its bold and unique flavors. This chip mix has a unique earthy taste, is all natural, and has 0% trans fat. This snack is healthier than most ordinary potato chips. Why?
"With the market currently demanding healthier foods, we strive to keep our chips as natural as possible. Without compromising the quality and taking our customers health concerns to heart, we switched our cooking oil from partially hydrogenated soy bean oil to canola oil, which is trans-fat free. In addition, our cooking process allows us to minimize the amount of sodium without sacrificing flavor, and it also allows us to keep our product preservative free. We don’t want you to worry about your health when you “inadvertently” munch away a whole bag." (http://www.hawaiianchipcompany.com/v/aboutus.asp)

"Each ad depends upon a specific idea. The idea, which is also called a concept, is the underlying unique creative thought; it is the thinking behind an as or an ad campaign that distinguishes a brand or social clausel communicates a message about the brand or social clause; brands it in the mind of the consumer; and motivates the consumer to purchase the product [...]" (Advertising by Design, Robin Landa, pg. 58)
In the end, "Not all chips are potatoes." They can be taro too. After brainstorming several ideas for our copy this is what we came up with to get the consumer asking "What is it?"

“Shocking, interesting, little-known facts can be the basis of any idea.” (Landa, 85)

By placing a few ads in magazines and on several billboards revolved around our slogan, the product would hit the chip market on a more national rather than just a local level. It worked for many other companies why wouldn't it work for us. "Advertising, unquestionably, drew people's interest."(Landa, 4)