Gourmia Gets It
Strategy:
The air fryer saves people time and uses less oil, but with crispier results.
Big idea:
The Gourmia air fryer makes eating healthy so much easier. Less time and less work are what we care about most in creating a product. Our air fryer will make anyone’s life easier because it does all the work for you, and all you have to do is listen to your appetite.
Brand Manifesto:
At Gourmia, we believe that every household deserves great food. The sizzling, searing, boiling, all the way to the crunch is what we live for. We value the opinions of chefs and that’s why we settle for nothing but the best. What is the best you ask? Dishwasher-safe, easy-to-use tools, all to make your time in the kitchen a breeze. Atop every bowl, dish, or tray, we believe delicious food should be served without the hassle or the guilt.
Gourmia knows it's more than just food.
Gourmia gets it.
Print Ads:
“Do Yourself a Flavor”
No really, do it. You won’t believe how much I live up to the hype! I’m a dream for nonstick lovers. All you gotta do is put me in the dishwasher when you’re done. No more, no less. Now go on, you have a life to live. So do I.
Yours Truly,
Gourmia Air Fryer
“No Foil, No Oil”
That’s our motto here at Gourmia. We know you don’t like using so much tin foil when you cook, and all that oil can make for a crappy trip to the can, pun intended. We like to keep things simple. So you can eat delicious food, feel good, and repeat.
Headlines:
Crackle without the Hassle
Say Peace to the Grease
Air-Fry-or-Die Type Friend
Take Out your Take Out
Break up with Love Handles
Eat Your Heart Out, Not Your Takeout
Meet your Needs and Ditch the Grease
All the Crunch, Without the Junk
Break up with your oven
Eat Great, Feel Great and Never be Late
Give Yourself Cardiac Arrest
Core Message: Gourmia Airfryer saves you time and energy in the kitchen.
“A Whole Lotta Hoopla” :30
The scene starts out with a split-screen showing two different people making the same meals for a week, with “Day 1” in the top right corner. The man on the left is repeatedly shown waiting a long time for his food to be ready, throwing out the tin foil, washing baking sheets, trying to fit baking sheets in the dishwasher, and overall having a hard time. For each same meal, the man on the right is shown repeatedly placing the same foods in the Gourmia Air Fryer with no tin foil, no oil, pressing a button to start, and watching TV with his partner while he waits for his meal to be ready. Once the Air Fryer’s timer goes off, the man on the right simply gets up, pours his food onto his plate, eats it, and the camera cuts to him placing the Air Fryer basket in the dishwasher for clean up. On Day 7, when the man on the right takes his first bite of crunchy buffalo cauliflower wings, the screen is no longer split. The man on the right is now center screen, taking his first bite in slow motion, and the audience hears the crunch. The scene cuts to a close-up of the dishwasher running and zooms out as the voiceover begins. The logo is shown center screen with the running dishwasher still going.
SFX: Classical music plays throughout, while the man on the left is huffing and puffing, tapping his foot while waiting, and grunting struggling to cook and clean. The man on the right is almost silent, except for the beeping of the Air Fryer timer, and the crunch as he takes a bite of the last meal shown on Day 7. The hum of the dishwasher is used for the ending scene with a button on the end of the music when the logo is shown.
VO: Gourmia knows that your time is valuable, that’s why we made sure our AirFryers get the bite right every time, without the trouble. That’s what we call the crackle, without the hassle. Gourmia gets it.
LOGO: Gourmia
Guerilla Idea:
For my guerilla marketing idea, I chose to do something that would highlight how fast the Gourmia Air fryer cooks food.
Gourmia could rent a subway car, print the outside like the outside of an air fryer and the inside of the car as the inside of the air fryer basket with all of the different foods you can make. Each food should be correlated with the seats, for example, chicken takes 20 minutes to cook on 400, and the print would have an image of chicken breast in the air fryer, with text that says “Your chicken would take the same amount of time as a ride from the Oregon stop all the way to Allegheny.” Or “Chickpeas would take as long as going to Race Vine to Cecil B Moore,” and so on. This would give people a tangible, (or as close to tangible as possible) comparison to what the air fryer would do for them, in real-time.
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