KRAVE is not well known and facing an increasingly competitive artisan jerky market. KRAVE needs to stand out in this market while also establishing itself as a sophisticated jerky brand. This was the problem my group aimed to solve for this campaign.

The target audience for KRAVE is 18 to 30-year-old men and women who are college students or young professionals. This audience values the finer things in life like craft beers and unique flavors. They are also very trend-conscious and active outdoors.

Given our challenge and target audience, we began to think of people around us who embodied this audience. After talking to individuals in KRAVE's target audience, we decided to combine the sophistication of this target audience with the adventure of the outdoors.

Our big idea, "You Are What You Krave," focuses on the idea that KRAVE consumers are sophisticated, adventurous, and true to themselves.

To be like the KRAVE consumers, you should "krave" this lifestyle and persona. This idea ties in adventure with the difference in flavor as well. Each ad features different flavors of KRAVE jerky. The ads will be magazine ads that overlay each other. The first page will be a cut out of a person doing an activity outdoors with the line "You Are What You Krave" on the page. The second page will show the outdoor setting and flavor of KRAVE. The line "Find Your Flavor With" will be on the bottom right-hand corner with the KRAVE logo to the right of that.

I contributed to the campaign's idea, creation of the digital extension, and book design.