top of page
Three Wishes
Marketing Proposal
This project was a marketing proposal my team developed as the master's capstone for a granola brand, Three Wishes. The brand is a relatively new granola company that has some presence in the market but is seeking to stand out, broaden its audience, and increase its sales in the competitive granola market. The project was completed between May and July 2024, and we won the final pitch with the client.
Client Brief
Three Wishes is a granola brand redefining breakfast with its innovative approach to healthy eating. Founded on the principles of clean ingredients and great taste, Three Wishes offers a range of grain-free, gluten-free, and low-sugar granola options that cater to health-conscious consumers. The brand aims to stand out in the market by delivering a nutritious and delicious alternative to traditional granola. Perfect for breakfast or snacking, Three Wishes is designed for those seeking a balance of wellness and indulgence.
Problem Statement
-
Three Wishes is facing a competitive market. Granola confronts competition not just from other health-focused items like breakfast bars and yogurt, but also from traditional meal options.
-
Granola is generally not a popular breakfast choice. In a 2022 Mintel report, granola bars came as the last decision when asking about breakfast choices.
-
The audience of granola is young people between 18-34, but not many parents and elders are choosing it. Granola is also mainly used as a topping or paired with other food such as yogurt, milk, ice cream, or pudding.
Primary Research of Target Audience
Americans are trying to eat healthier.
PEW RESEARCH
"54% of Americans say that
compared with 20 years ago,
people pay more attention to
eating healthy foods today."
STATISTA
"50% of Americans claim to
actively try to eat healthy."
THE BARBECUE LAB
"93% of Americans express
desire to eat healthy, and 63%
say they try to eat healthy most or all of the time."
Barriers to healthy eating often include cost, time, and lack of knowledge.
STATISTA
"46% of U.S. adults said eating healthy is too expensive, 23% said they have too little time, and 20% said they lack the knowledge."
BRIDGE SURVEY
"55% of the people we surveyed did not eat breakfast due to a lack of time."
When they try to eat healthy, most Americans miss the mark.
"Out of over 9,700 participants,
85% inaccurately assessed their diet quality."
"Of those, 99% overrated the healthfulness of their diet."
National Health and Nutrition Examination
Target Audience
Based on GWI, their favorite media is...
HEALTH CONSCIOUS, 18-35 YEAR OLDS
(183.9i)
TIKTOK
(153.3i)
(131.6i)
(148.1i)
When do they think about granola?
![AdobeStock_469314615 [Converted].png](https://static.wixstatic.com/media/2a200c_5b24350b02324f57a8c65268febc1375~mv2.png/v1/fill/w_460,h_460,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/2a200c_5b24350b02324f57a8c65268febc1375~mv2.png)
Upper-funnel tactics to increase awareness.
Media Plan
Budget: $5M
We allocated $3.7 million of our media budget to social networks, based on research showing our target audience's high social media usage.
An additional $804,947 was assigned to out-of-home executions to create memorable experiences through event and magazine advertising.
Lastly, $304,771 went to digital channels, with a greater focus on platforms that better align with audience preferences.
Media plan generated by Commspoint
Creative Strategy
BIG IDEA
Three Wishes provides health-conscious individuals with the opportunity to understand the truth behind the so-called “healthy” food they consume by unveiling today’s “healthy” facade...
PROPOSITION
Three Wishes Granola is the healthiest granola brand
at your supermarket.
REASON TO BELIEVE
LESS SUGAR,
MORE FIBER,
MORE PROTEIN,
GLUTEN-FREE.
Creative Executions
#FACETHEFACADE
AND CHOOSE
THE GRANOLA THAT GETS IT RIGHT.
TikTok
For our first tactic, we chose to focus on utilizing social media platforms through user-generated content and influencer marketing. With user-generated content on TikTok that focuses on leveraging trends, trending sounds, and relevant hashtags, Three Wishes can build reliability and authenticity among younger consumers. They can also spin their messaging in a more comical and lighthearted manner, ultimately avoiding the risk of feeling over-produced and “ad-like.”
Influencer
For influencer marketing, we chose to collaborate with dietitians on social media/blogs who focus on teaching people how to better their health habits and relationships with food. During people’s health journey, they often turn to the internet to find trusted advice from those who have been where they are or are experts in that field. Hearing recommendations from registered dietitians reinforces credibility in what Three Wishes provides and builds trust around what the brand stands for.
Pinterest AD
We then utilized Pinterest to speak directly to consumers who are turning to social for health inspiration. Our audience is often inspired by the visuals they find on Pinterest when building their granola bowls. We chose to create a moving advertisement that would appear with key phrases, like “healthy granola,” to draw attention and meet consumers where they are at. Overall, our messaging aims to call out their current behavior and motivate them to think about the choices they are making at that moment.
Magazine AD
We will place ads inside magazines that focus on health and lifestyles that would also be found at Sprouts and Wegmans, like Good Housekeeping. The ad is designed to show the huge difference in sugar content between Three Wishes and the leading granola brands. We will also include coupons for in-store Three Wishes Granola purchases. The goal of these ads will be to show consumers the fact that most granola has large amounts of sugar per serving, and that Three Wishes is the healthier option for them.
Instagram AD
Furthermore, we chose to transform the magazine print ad to an Instagram video ad to show the versatility of our messaging. Instagram was also ranked as a high media usage platform for our audience.
Vegandale (Out-Of-Home)
Finally, we chose to get involved out of home by making an appearance at the Vegandale food festival in New York. At this festival, Three Wishes would have a blacked-out tent with the #facethefacade and some questions on the outside to create curiosity. We aim to have people wander into the tent to see what is inside. Once they come in, Three Wishes would then have the opportunity to demonstrate the truth behind other granola brand ingredients and show how Three Wishes granola is the only one getting it right. This appearance ultimately allows them to be in the right space with the right audience and creates a personal first impression with new consumers.
Looking Forward
After a panel we surveyed, we saw that our audience liked having a window to see what was in the bag. Since we want to tell the truth, we suggest having a window so consumers can see that we have nothing to hide. We also suggest adding “The Granola That Gets It Right” to emphasize the idea that Three Wishes Granola knows how to make the healthiest granola available at supermarkets.
NEWLY
DESIGNED
PACKAGING
bottom of page