Spec Ad: A heroic piece that convinces Moms to try something new for dinner.

• The Client: Appleberry Farms, a (fictional) leading producer of frozen organic produce.

• Business Objective: To introduce a new product called Simply Healthy Steamed Veggies and increase its sales.

• Target Audience: Mothers, ages 25-45 with school age children. With active lives and limited time, they need an easier way to create nutritious and delicious meals for their family.

• Value Proposition: The new product can help her to create a healthy meal for her family, without trapping her in front of the stove. She can trust that the veggies will turn out perfect without having to spend precious moments monitoring them as they steam.

• Deliverables: One full colour broadsheet print ad.

• Graphic and Logo Design : Mike Lamb