Focus Group
ASPA Creative Brief Overview
4/5/2018
WHY COMMUNICATE?
To help our clients become more profitable by improving the perceived value of Wild American Shrimp so
more consumers and buyers will choose our shrimp and pay more for our shrimp than for imports.
WHAT ARE WE TRYING TO DO?
American Shrimp Processors Association
DATE: 4/5/2018
REVISION: 1
Take what we’ve been doing to the next level. Continue to improve the image and value of our shrimp..
Differentiate and become the “Kobe Beef” of shrimp. Only so many shrimp harvested every year. Our
processors need higher prices for their shrimp to literally survive in business. Costs going up. Regulations
and compliance increasing. Imports have 90% of the market and rising, we have 10%. Imports are cheap.
People generally think shrimp are shrimp.
TARGET INSIGHTS?
TARGETS?
Retail buyers (chains and seafood shops)
Restaurant/foodservice buyers
Consumers
WHAT ARE THE FEELINGS THAT
MUST EVOLVE/CHANGE?
Most consumers still don’t know to ask or look
for the type of shrimp they are consuming.
-Not sure which type to buy for what
-Not sure how to cook, so many just don’t buy
They will choose chicken, beef for pork more often than they will shrimp at retail or restaurant.
When they do choose shrimp, they don’t know to look for or ask for Wild American.
If they do buy shrimp at retail, they don’t know which type (whole, peeled, deveined, which size?)
They are also not sure about how to cook and how quick easy they are to cook.
(See handout for many more indepth insights which may inspire creative thinking.)
KEY MESSAGE
Wild American Shrimp are the best-tasting, most
flavorful shrimp in the world. They are wildcaught, no antibiotics (veterinary drugs), nutrient
rich, good for you and are produced by hardworking American families. Look for Wild
American or Wild Caught American shrimp on the
package, ask for them im restaurants.
NOTES FOR COPYWRITER:
Friendly, articulate, “did you know?”, captivating, attention getting.
Seatotable.com (will provide others)
DELIVERABLES by 4/17
New umbrella campaign concept(s) and overall look.
New skinning of website recommendation based on new knowledge and
focus
Many sub deliverables to flow out of overall new direction.
WHAT SHOULD THEY
FEEL?
Hungry and wanting to eat shrimp. Obligated
to buy American shrimp. They will be
motivated to look for or ask for Wild Caught,
Gulf caught or Wild American Shrimp.
Take the previous look to a more fresh, polished,
modern look. Still warm and appetizing though. Still American.
Seatotable.com (will provide
others)
OTHER