ROBERT DYAS ANNIVERSARY
PUBLICIS STUDENT WORKSHOP 2022
TAYLOR HERRING BRIEF
Make Robert Dyas relevant – bring it into the modern age to appeal to millennials (but without alienating 55+ core customers).
Produce a show-stopping, attention-grabbing, brand
fame campaign that will generate widespread attention in national media and can also be pushed on social media.
A celebratory moment to mark the 150th year anniversary of the brand. Ideas could tap into heritage, but needs to be forward-looking. The anniversary is during August 2022 so can also tap into summer based products.
VEGAN BBQ's
IDEA ONE
Insight - Vegan diets have become much more impactful in the world. They help lower cholestrol and reduces the risk of heart disease. Not to mention how much better it is for the enviroment.
Greggs, Mcdonald's and other brands are stepping up their vegan product ranges.
So to poke fun at other brands Robert Dyas is celebrating their 150th anniversary by rolling out their new VEGAN BBQ range.
Robert Dyas can push out a series of parody how-to videos on social media showcasing various VEGAN products.
Vegan BBQ's / Vegan Pizza Ovens / Vegan Grills
There will be in store events and parties to celebrate the new range and their 150th anniversary.
"SESQUICENTENNIAL"
IDEA TWO
Insight - Exactly! It's hard to say on the first go. Try this -
SES-QUI-CEN-TEN-IAL.
This idea is to film real Robert Dyas employee's live reaction at trying to say "This year at Robert Dyas we are celebrating our sesquicentennial!"
Hopefully this will get some funny/poor attempts at trying to pronounce it. It would be a light hearted video that can be pushed on various social medias.
This yeat at Robert Dyas we are celebrating our sesguisheintanlil!!
