croutons reframing bread

3rd Assignment

Team: Croutons

Sarita Kumari, Rakesh Kumar, Ana Curo

Fereshte Saidipour, Rui Estrela

• Look at bread in a new way

• Create as much value as possible with one loaf ofbread

• Measure the value in anyway you want

Challenge:

How much can a slice ofbread cost ?

Probably, not more than a dime (10 cent)!

Idea # 1– Use the generated value to fight famine

What if a Hollywood celebrity give us a slice of

her bread ?


Dehydration; Varnishing; Framing

Manufacturing process:

A slice of bread becomes a souvenir…


The money raised would go to help to fight hunger in the

world !


In an auction sell how muchcould be the price for a slice of

bread from Angelina Jolie ?

$100 !$500 !

$1000 !


Generated value :

Tangible: $0.1 to $1000

Non Tangible: 10 000 slices of bread = at least 2 500 smiles!


Who’s next ?


What does bread symbolize to people?

Home

Food Safety

Necessity

Idea # 2– Use the value to communicate a

marketing idea

What if we connect one of the symbols to a marketing idea ?

To emphasize a key message

To create awareness about

a social issue


marketing idea

• Goal of the campaign: Create awareness about orphanchildren and importance of increasing the number of foster families

• Key message: “Finding the way home”• Key visual: Bread crumbs

leading to a house,

showing the path to home


marketing idea

Marketing activities:

ATL activities (short TV ad, posters placed at frequent places in

the city with the key tagline)

Guerrila marketing (trails of bread crumbs in frequent places

leading to billboard poster or an info stand where they could find outmore about foster family program)

Social media activites (FB page, TW channel, YT channel, an

interactive application where users would follow the bread crumbs trail to get todifferent houses, collect candy on the way and gain points, with every sharesponsors could donate a dollar to the cause)

…


marketing idea


marketing idea

Idea #3–

Use the Value to raise funds for Uneducated Kids

Education Is a Human Rights

Every Kid Has a Right to Go to School

Idea #3

Everybody Invited

A Great Exhibition of Bread Sculptures

Idea #3

Buying One Sculpture, One Kid Can Go to School.

Idea #3

Buying Two Sculptures, Two Kids can go to School.

Idea #3

Buying Three Sculptures, Three Kids can go to School.

Idea #3

And Now, Think if You Buy all Sculptures What Will Happen?

Idea #3

During election campaigns many organizations like news channels, try to find expectations of

citizens from thegovernment

Idea # 4 – Using bread for things like campaigns

we can open bread stalls on busy

streets to findout the view of citizens about government


We will ask them to write about the changes they want from the government


we will provide them withsomething edible so that they can eat it as well but before that we will take picture of that


if we are working as anorganization such as anews company, then at the end of the day ,we can use different images to make a poster and use that for awareness among government and citizens


Idea # 5 – Fun games for children

we can organizesome games for children involving bread

we will make a rule where we will hang some bread with a thread in ground and the first top ten to get the bread with their mouth while their hands are tied will be winners

of course that

bread will be edible, as well as attractive prizes so that they can enjoy to their heart content


Well I think this will be fun to watch and maybe some day these type of thing get famous
