DESIGNER

Maeve O'Connor

PROFILE/DESCRIPTION

Gold Medal was founded in 1866 by Cadwallader C. Washburn. He built his flour mill on the Mississippi river in Minneapolis, Minnesota. Now, 158 years later, Gold Medal is one of the almost recognizable leading brands in flour. The products of this brand are limited to nine different types of flour, ranging from all purpose to self rising to pizza flour. This series of advertisements are focused on all purpose flour. All purpose flour is compatible with every baking and cooking projects, and adds no color to dishes. Gold Medal values refinement and creating from scratch. This is why they are the only national retail flour company the owns and operates their own grain mills. They also encourage creativity of the user, by having endless recipes on their website that uses their products. The recipes include desserts, entrees, appetizers, and even condiments.  

 

Brand advantages

• Useful
• Simple
• Easy to access
• No additives

Brand attributes

• Credibility
• Consistency
• Trustworthiness
• Transparency

Brand experience

• Creative
• Freeform
• Friendly
• Stress-free 
   

GOALS

These ads will be located in Linn country, Oregon. The campaign encourages creativity in the home, through baking, cooking, and art. Because of this, the target market for the ads are upper midscale families with children. The low living cost and abundance of white collar jobs in the area suggests a commonality of homemakers in households, which are the more specific target for these ads.