Creative

Brief
Date: march 22, 2010
Client: Barrio Fiesta Restaurant
Brand: Barrio Fiesta Restaurant
Strategic Planner: Corciga, Mary Joie; Corro, Ellen; Lim, Jerome
Branch: BC2A

Background: What is the challenge for the brand?

Explain in your own words what is the brand’s challenge based on your
knowledge of the brand and the consumer, and your analysis of the market.

Barrio fiesta is well known for serving traditional Filipino foods. They
prepare it in the traditional Filipino way of cooking.

Started in 1958, barrio fiesta restaurant has been well-

known in serving Filipino dishes like Kare-Kare, Sinigang, Nilaga and
other seafood specialties. their most famous Filipino meals is their
Kare-Kare, and based on their manager they are serving their
customers with respect, love and care which they leave on the hearts
of their valued customers. They are also maintaining the tradition in
their set-ups, menus and attitudes towards their customers. They want
to stick to their vision and mission that to maintain the CULTURE of the
Philippines alive that should not be buried by the modern world.

Their greatest competitor is the CABALEN and KAMAYAN

which are also serving Filipino delicacies. Like the barrio fiesta, the
Cabalen and Kamayan are also offering the "Buffet Menu,” Which
makes the two Filipino restaurants the greatest competitor of Barrio
Fiesta.

Barrio fiesta is also offering their food in an affordable

price that can afford by their target market. They are offering more
cheaply than the CABALEN and KAMAYAN. But they are more
expensive than the CABALEN and KAMAYAN. But we can say it's worth
it. Because their food is great and the way they treat their customers is
worth the cost.

Based on the challenge, what is the opportunity for your

brand?
The opportunity is a strategic opportunity that has to be expressed via a
strategic goal based on the challenge for the brand.

Based on our interview with one of the staff of barrio fiesta,

one of their targets is independent individuals who are craving for "LUTONG-
BAHAY" foods. But they are more focused on Filipino families’ class A & B,
age 18-60 years of age who wants to eat with their families and spent some
time with them.

The Strategic Path

- I want to take my brand from Current perceived position

Their current position is that Barrio Fiesta is the only Filipino that serves all
provincial specialties in the Philippines and they are also serving foods that
can be only seen during fiestas in our native province in a traditional way.

- To that future perceived position

In the future perceived position Barrio Fiesta will maintain their

image as ethnic restaurant but also at the same time it is open for
modernization.

Brand Personality
To be described in 3 to 5 words and one picture

TRADITIONAL, ETHNIC and FIESTA!

Who are we talking to?
(GET) Describe the target audience but also add relevant insights about his
state of mind/lifestyle based on your research.

We are talking directly on Filipino FAMILIES class A & B aged 18-

60 yrs. of age. They are the families that wants to spend their family time
together but don't want to spend too much for the food. They are also the
customers that crave for their provinces "SPECIALTIES" like the Pancit
malabon, bicol express of Bicol region and other traditional and festival
dishes. Even though foreign restaurants are now more cliqued in some
customers they still want to taste a "LUTONG-BAHAY, and LUTONG-
PROBINSYA" foods. They are the consumers that are too busy to cook at their
homes of their favorite Filipino delicacies and don't want to spend too much
time preparing dinner or lunch for their family.

They are the consumers that are too busy to think or to prepare
food that will suites the needs of their families. They are also the consumers
that want to save time in preparing for their selves and to their families
without thinking the time of preparation. They are the want to eat Filipino
food well served and well-prepared by the one who cooks it. That while eating
you can taste that the food is served with love, compassion and dedication to
the one who will eat it. And barrio fiesta is serving it in your hands with their
menu's and attitudes towards their consumers/customers.

What consumer/market insight can help you get there?

(WHO) The insight has to be relevant to the category of products/services
being advertised: What is the unmet need or the desire?

Since we are talking the Families/individuals who crave for "LUTONG-BAHAY

and LUTONG-PROBINSYA foods”, then it is obvious that they are in the need
to feel that they are not that far from their native provinces and their families
because of the food that served by the barrio fiesta. They also have the need
to bond with their families without spending so much time thinking about the
foods. They need also a place where can they feel relaxed after a
busy/stressful day. they are also in a need of having a dinner with their
families well- prepared and it is not prepared by a pressured hands of the one
who will cook and of course to save time and money without thinking too
much about the quality of food and it's cost. But and lastly they are in need of
hospitality which nowadays only seen by people who are living in the
provinces.

What is the brand’s promise to answer the insight?

(TO) How does the brand fulfill that unmet need or desire?

Based on the staff we interviewed, the barrio fiesta promise that they will
served their customers as if they are served in their own home. They will
maintain the hospitality that every Filipino family or individuals wants to feel
even the world is changing.

They’ll still find a place that suites their needs in "LUTONG-BAHAY FOODS"
which make them comfortable. They will also make a way that the Filipino
culture and tradition will not be buried with our ancestors. They will still do
their best to make the culture and tradition ALIVE by using our own yantok
tables and chairs and still wearing our national costumes and of course
serving with respect and love for their customers.

And because their target market are the Filipino

Families they are offering "Buffet" menu's that consists of Filipino Delicacies
that fits their needs for Filipino foods. As you can see there are so many
foreign restaurants everywhere but for us Filipinos "LUTONG-BAHAY" is still
the best for us because it makes us comfortable because we know the food. It
tells us something like you are at your own house. It gives us a feeling of
contentment. And of course eating/sharing the food with your family is
priceless. And this entire factor is offered by the Barrio Fiesta. They are
serving their foods well prepared not in a hurried process.

Why should the consumer believe you?

(RW) Give us the most relevant reason(s) to believe that the brand will
answer the unmet need.

Barrio fiesta has been catering Filipino foods ever since

1958. They’ve been serving the best quality of Filipino foods for decades and
they've been around for ages. And since Barrio fiesta has been around for a
long time, they've been tested by time and they stood still through the years.
If you were to sum up your proposition in a selling line, what
would it be?
(BY TELLING THEM)
Imagine you’re the creative, look back at your brief and see if you could write
a tagline for the ad. Is your proposition broad enough to work across different
types of advertising?

“No other fiesta like Barrio Fiesta”

Group Account Director Signature: ………………………………………..

Client Signature: ………………………………………..

Client Rating: ………………………………………..