Ad Campaign
Magic Spoon is a “healthy cereal that tastes like your childhood favorites” and is known for its slick and trendy design as well as being nearly singularly* available online. Our objective is to build Magic Spoon’s presence outside of social media through a new campaign.
Course
Creative Strategies
School
Stan Richard School of Advertising & Public Relations, University of Texas at Austin
Brand/Product
Magic Spoon/Cereal
Year
June - July 2022
Team
Sneha Balakrishnan, Sanika Chitnis, Allie Finkl, Loren Schriefer
What is Magic Spoon?
Founded in 2019 by college friends, Greg and Gabi, Magic Spoon is a healthy cereal alternative to the classic sugary cereals
High in protein, low in carbs and sugar, making it a great breakfast choice for any age
It is healthy to fuel our bodies but still tasty and enjoyable
Available online and also (as of June 14th) in Target
8 main flavors, while other flavors are available seasonally
Almost 3x the price as regular cereal
Research Findings
“During the aging process, physical activity decreases by 40%-80%, thereby increasing the likelihood of individuals developing metabolic disorders and other chronic diseases... Studies showed that an increase in physical activity tends to lower the risk of having cognitive disorders and improves the overall well-being of the human body”
- National Library of Medicine.
Close to 46% of adults in the United States have an overall poor-quality diet.”
- Everyday Health
“Start your day with a spoon full of magic.”
SMIT
Target Profile
Adults
Primary: 25-35 years, Secondary: 35-50 years
Middle Class
Working men and women
Trendy
Want to be in the know and with the latest trends
Problem
As you get older, your physical activity decreases by 40%-80% and almost half of adults have an overall poor-quality diet.
Insight
People don’t workout and eat healthy because it tends to be boring.
DITCH THE BORE.
DITCH THE BORE.
Carrots? Boring. Sit-ups? Boring. Cheerios? Don’t even get me started.
Being healthy doesn’t have to be mundane and getting in exercise shouldn’t have to feel like a chore.
Welcome to the healthy lifestyle for cool people.
Magic Spoon invites those playful enough to fuel their body with the good stuff and bring the fun to their daily exercises.
Ditch the Bore: Campaign Guide
Executions
Following are some ideas for
Ad Campaign - Magic Spoon: Ditch the Bore!
*During the course of this project, Magic Spoon was only available online.
Now, it is also available at Target stores next to you!
