PROPERCORN
Creatively bring to life our ethos of
'Done Properly'
Welcome
We see huge value in fresh, creative
ideas and welcome you to join our young, dynamic team.
As a young brand, we’re in a position to
make your ideas happen. We’re all hugely passionate individuals and urge you to
push us and challenge our creative thinking.
We take a collaborative approach in
everything we do, so please don’t hesitate to contact us if you want to touch
base on any of your ideas.
There’s nothing like popcorn to fuel a creative
session, so send over your address and we’ll get a stash sent over.
We welcome
new people into our environment whether it is in the form of an internship or
hot-desk.
Contact: becky@propercorn.com
About PROPERCORN
We believe that everything should be as
good as it can possibly be. That’s what we mean when we say ‘done properly’.
This mantra underpins everything that we do as a team and aids our creative
thinking. It isn’t flawless or perfect; it’s a dedication to detail and
uncompromised effort, a commitment to deliver everything with passion and a
personable edge. It’s always the best possible version.
It’s why Cassandra set out to create a
snack that is genuinely tasty and leaves you satisfied, without that guilty
feeling. It’s also why our packs are vibrant and hand-illustrated. They are
designed to stand out on shelf and set us apart from the rest of the snack
category.
If we were to brand a black cab, we
wouldn’t just skin the outside of the taxi with our branding. If done properly,
the inside of the taxi would be as beautiful as the mass-facing exterior; we
would consider the passenger’s comfort and the needs of their journey. We
wouldn’t just see it as an advertising opportunity.
We often gift journalists and bloggers
with our popcorn. Done properly, this should always arrive in a beautifully
packaged box, with a hand written note on the reverse side of an illustrated
postcard.
We pride ourselves on making sure that
our popcorn is delicious and that every pack is guilt-free; low in calories,
high in fibre and gluten free. Our popcorn is available in 5 naturally seasoned
flavours; Lightly Sea Salted, Fiery Worcester Sauce & Sun-Dried Tomato,
Sour Cream & Chive, Sweet & Salty and Sweet Coconut & Vanilla. Our
popcorn is predominately eaten on-the-go but is also available in a sharing
sized pack.
Having launched in October 2011, we are
now an ambitious team of 16 under 30’s. Bursting with entrepreneurial spirit,
we have very consciously positioned ourselves as a lifestyle brand and strive
to communicate this in all that we do. We’re the Official Snack of London
Fashion Week and have natural ties within the Arts, Film, Music and Fashion
industry.
In the last 3 years, we have sold over 13
million packs of popcorn and can now be found in 7,000 stockists across the UK.
Largely considered as the aspirational snack of choice for the everyday
shopper, PROPERCORN can be found in the likes of Waitrose, Ocado, Tesco, Boots
and W H Smith, whilst retaining demand in premium outlets such as Whole Foods,
Planet Organic, Leon, Chop’d, Selfridges and Harvey Nichols. As work continues
on our distribution, we are now really focusing on how to share our brand with
the UK and the world...this is where you come in.
Our Target Audience
Opinion formers, young professionals,
20-35 year olds. They are; time-poor, urban, health conscious, culturally savvy
and have an appreciation of the arts. Our product and packaging naturally
appeal to women but we aren’t driven by this.
Creative Challenge
How can we creatively bring to life our
ethos of ‘done properly’ to our customer?
We want to consider the daily touch
points of our customer’s life where they will be most receptive to engagement.
How can we creatively connect with them in these moments and give them a
memorable burst of our brand and beliefs. This could be in the form of a
campaign or piece of communication in a more traditional sense, or it might be
an altogether more radical physical engagement or experience.
This is deliberately a very open brief,
and we’re interested in your individual interpretation. If you are studying
animation, you might want to think about how we could bring our illustrative
world to life. As an illustrator, you might want to extend the narrative of our
pack design. If you are interested in consumer experience, you may want to
revolutionise the corner shops we are stocked in. As a brand we want to
challenge the status quo, so welcome creatives from all disciplines.
Creative Considerations
• What are the places and spaces that we
can best connect with our audience? Consider their journey to work, their desk
environment, their online interactions, their daily excursions and their
experience in our stockists.
• What do you think exists in the world
that could be improved by being ‘done properly’ and what scope is there for
PROPERCORN to own this process? How can we bring our brand to life in moments
where something is being ‘done properly’ for the first time.
• A key area for us is in-store. We
welcome ideas on how we can bring our brand to life in a shop environment. This
ranges from independent delicatessens, cafes and shops to office canteens,
corner shops, pubs and bars, to nationwide supermarkets. What are we doing to empower
the people that work in these places to communicate our brand? Feel free to
think small, or think big. You may even want to think about a specific shop
that is local to you.
• Is there some kind of reveal, or pay
off for the customer in engaging with your idea?
Mandatories
Your ideas should be faithful to our
brand, encouraging awareness and loyalty. They should also be commercially
viable, in the sense that they could be made to happen. However, please don’t
let this limit your creativity, we’d rather you thought big.
The PROPERCORN logo and pack shots are
included in the Project Pack (downloadable from the YCN website). You are free
to incorporate these into your work if appropriate.
Deliverables & Additional
Information
Please adhere to the main deliverables
information found at the YCN website. All additional elements referenced in the
brief can be found in the Project Pack at the YCN website.
For a steer on our behavior as a brand,
please refer to our Instagram feed. Our website is very much
under construction.
PROJECT PACK
An accompanying Project Pack
includes all relevant logos, artwork, a PDF version of the brief and any other
elements referenced.
what is the problem: how can I bring the brand to life in moments where something is being ‘done properly’ for the first
time.
what does it ask of me: think of places their customers are most likely
to be receptive in engagement with the product, and make them remember their
brand and the brands beliefs.
What do you think exists in the world that could
be improved by being ‘done properly’
ideas on how i can bring our brand to life in a
shop environment.
what is the brief trying to
achieve:
who will benefit:
who is the
audience: Opinion
formers, young professionals, 20-35 year olds. They are; time-poor, urban,
health conscious, culturally savvy and have an appreciation of the arts. Our
product and packaging naturally appeal to women but we aren’t driven by
this.
what are you expected to
communicate to them: the band
ethos – ‘done properly’. The popercorn logo. Awareness and loyalty.
Campaign,communication piece.
how will that message idea
of concept be delivered-
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