Strategy Spec.
An example of work that I have not done, but would love to do. Particularly in the realm of brand and advertising strategy.
Disclaimer: This is not real. Well, it’s real, because I did it, but no one asked me to do this. I’ve never spoken to anyone at either of these companies. This is all hypothetical.
Anyway, now that it’s abundantly clear that literally no one asked for this, here’s The Ask (that I made for myself).
Take two brands that have never collaborated before, and combine them to create a product offering that drives cross-sales.
L.L. BeanZ
Sustainable, plant-based, and convenient meals perfect for your lifestyle.
Yes, this should be a picture of someone cooking beans. But for reasons beyond me, the Squarespace Stock Library doesn’t seem to think beans are very aesthetically pleasing, so we will have to use our imagination.
Cultural Context.
What they need is reasonable access.
Since the Covid 19 Pandemic, people’s craving for the outdoors has increased dramatically.
20 million first-time campers have ventured outside since 2021.
65% of consumers are searching for more sustainable food options.
People want to be outside.
People want to be healthy.
The Myth.
Goya Beans are cheap, reliable, simple. They are there for you when you need it.
There’s nothing more to them.
L.L. Bean is a reliable, quality, and reserved for an older generation who can afford it.
They’re not for everyone.
The Opportunity.
Open up L.L. Bean to a younger, culturally and environmentally conscious generation.
Reintroduce the humble bean as what it truly is - the superfood powering everyone, everywhere.
Target Goya’s loyal base and L.L. Bean’s affluent buyers with ready-made, plant-based meals that can be enjoyed just as easily inside as they can be outside.
The Audience.
Audience Profile 1:
The Briefcase Backpacker
L.L. Bean's target customer profile are college-educated men and women that love the outdoors.
They work in the corporate world, and wish they were able get outside more.
They have the resources.
They need time.
Who They Are
35-55 years old
Outdoorsy, but struggle to find time
Demanding schedule, appreciate convenience
What They Believe
The outdoors are for the whole family
Work hard, play hard mentality
Free time is precious
Their family deserves the best
What They Like
Spending time with their family outside
Quiet luxury
Kayaking, Hiking, Sailing
How They Buy
Value comfort and function
Clean, simple style
Family aesthetic
Media Habits
Amazon Prime Video
Facebook
Instagram
New York Times
Audience Profile 2:
Green Gastronomers
Goya prides itself on its deep Latin roots and on being the choice for health-conscious families that won’t compromise on flavor.
As culturally and environmentally conscious young people turn to plant-based meals, Goya has become a staple in studio apartments and shared pantries.
The canned bean is more than an accessible and affordable option. It’s the correct choice.
Save your health, save your time, save your planet.
Who They Are
20-30 years old
In college or graduated
Involved in social causes/civil protest
What They Believe
We all need to change our habits to save the environment
They are in charge of their own health and happiness
They create their own reality
What They Like
Gardening
Trying food from all around the world
Spending time with friends
Using lowercase letters
How They Buy
Influenced by social media trends
Buy brands that support social causes
Environmentally conscious
Health conscious
Media Habits
Instagram
TikTok
Reddit
Youtube
