Advertising Campaign for Marble Slab Creamery
1 - Brand Information
1.1 - Company Overview
Marble Slab Creamery is a leading purveyor of super-premium hand-mixed ice cream and the innovator of the now famous “frozen slab” technique. Founded in 1983, the Houston-based company offers homemade ice cream that is prepared to order on a marble slab, using a variety of mix-ins. The brand’s slogan is called “the freshest ice cream on earth” and has now expanded to over 400 locations worldwide.
Locally, Marble Slab Creamery is owned and franchised by Thirty Three Pte Ltd. In 2009, the first Marble Slab store in Singapore opened at Iluma Shopping and has expanded to six outlets today. They are expecting to open 6 more outlets (Refer to Appendix A) by the end of next year.
Through our survey research, we found out that brand awareness for Marble Slab currently stands at 50%. Some of the key reasons for their poor brand awareness were due to their lack of advertising efforts and their lack of product differentiation. The problems and our proposed solutions will be further discussed later in the report. 1.2 - Proposition
Unique Selling Proposition (USP)
The slogan for Marble Slab Creamery is “The freshest ice cream on earth™”. Their high set of standards aims to bring the exquisite taste of fresh-made gourmet ice cream. Although Marble Slab creamery focuses on “freshness” as their main USP, we feel that it is not unique enough as many ice cream brands also offer freshly made ice cream. Moreover, through our survey, we found out that most consumers value novelty and uniqueness in ice-cream brands rather than the freshness (refer to Appendix B). Hence, what truly differentiates Marble Slab Creamery from other ice cream brands is its variety of 40 mix-ins, such as candy and fresh fruit, which they offer with their ice cream.
Product Attributes
Freshness - The local central creamery produces the ice cream daily and their ice cream has no additives, preservatives or artificial flavorings. In
1.1 - Company Overview
Marble Slab Creamery is a leading purveyor of super-premium hand-mixed ice cream and the innovator of the now famous “frozen slab” technique. Founded in 1983, the Houston-based company offers homemade ice cream that is prepared to order on a marble slab, using a variety of mix-ins. The brand’s slogan is called “the freshest ice cream on earth” and has now expanded to over 400 locations worldwide.
Locally, Marble Slab Creamery is owned and franchised by Thirty Three Pte Ltd. In 2009, the first Marble Slab store in Singapore opened at Iluma Shopping and has expanded to six outlets today. They are expecting to open 6 more outlets (Refer to Appendix A) by the end of next year.
Through our survey research, we found out that brand awareness for Marble Slab currently stands at 50%. Some of the key reasons for their poor brand awareness were due to their lack of advertising efforts and their lack of product differentiation. The problems and our proposed solutions will be further discussed later in the report. 1.2 - Proposition
Unique Selling Proposition (USP)
The slogan for Marble Slab Creamery is “The freshest ice cream on earth™”. Their high set of standards aims to bring the exquisite taste of fresh-made gourmet ice cream. Although Marble Slab creamery focuses on “freshness” as their main USP, we feel that it is not unique enough as many ice cream brands also offer freshly made ice cream. Moreover, through our survey, we found out that most consumers value novelty and uniqueness in ice-cream brands rather than the freshness (refer to Appendix B). Hence, what truly differentiates Marble Slab Creamery from other ice cream brands is its variety of 40 mix-ins, such as candy and fresh fruit, which they offer with their ice cream.
Product Attributes
Freshness - The local central creamery produces the ice cream daily and their ice cream has no additives, preservatives or artificial flavorings. In