Client: Silver Spring Foods
Objective: Relate to the younger generation by introducing bright colors and modern attention-grabbing advertisements.
Story of how I got the client: I had met the owner of Silver Spring Foods at a dinner party for mutual friends. He had been telling me he was having trouble connecting with the younger audience and that it was crucial that he do so in order to sustain business for the next generation. They had tried re-branding the packaging but it did not make a difference.
I took it upon myself to go out and purchase a few bottles on my own and create an advertisement that would be different than what they had done up to this point. I called upon a friend and photographer that could help me, and we created this "DEMAND BETTER TASTE" composition.
I came up with the slogan by reverse-engineering what the owner had told me about their product. He said that the mission of their products is to ADD FLAVOR to whatever it was going on. I wanted to position the brand as the best at adding flavor for those who demand it.
I printed out the piece on a 2'x3' ft tag board and personally delivered it to Silver Spring's office. I was not allowed to go further than the front entrance, so I dropped it off with a message for this to be given to the owner.
Two days later I received an email from the owner saying, "This is the best work we've ever seen, and I'd like you and your team to come in for a meeting to see how we can improve our marketing."
