Creative Brief for Fast Food Restaurant

Project Title: Healthy Fast Food Everyone Will Love
Target Audience: With the increase of obesity in people ages 15-35, McDonald’s would like to start a campaign that introduces new menu items under 500 calories each. The target audience is men and women ages 15-35.
Product: Introduce sandwiches that are under 500 calories. No dark meat, only white meat. Sandwiches do not include mayo, mustard, or oils and vinegars. Lettuce, tomato, and other fresh veggies will be included on the sandwich. In addition to the already calorie packed salads, no salad dressing or bacon and other ingredients included in the salad.
Price: Sandwich will average around $4.50 a mean. Sandwich is included with small fries and choice of water or juice. Salads will be around $4.00 each.
Promotion: Create new advertisements including commercials, advertisements in magazines/newspapers. The commercial will be targeted towards men and women ages 15-35 with interviews concerning their weight and how they would like to fix it. Advertisements in magazines will be shown in Sports Illustrated, Maxim, Glamour, Cosmopolitan and any other magazine targeted towards young adults.
Problems: The menu will still include all of the same items as before plus the new health menu. Some might still wish to buy those old items instead of the new health ones. However, employees at McDonald’s should always ask first if they would like to try a new item from the health menu.