Background
This print advertisement was made for the ThermoWorks Signals™ BBQ Alarm Thermometer with Wi-Fi and Bluetooth® Wireless Technology. The task at hand was to inform the target audience about the thermometer without using the price as a selling point. The client wanted an inventive product-focused approach in a long body copy format. The position of this product was described as, “Food so good that family and friends do not want to leave the table.” This product was focused on avid grillers.
Creative Brief and Copy
Client & Product/Service/Brand: ThermoWorks Signals™ BBQ Alarm Thermometer with Wi-Fi and Bluetooth® Wireless Technology
- What is the product’s personality or character?
The SignalsTM BBQ Alarm Thermometer with Wi-Fi and Bluetooth® Wireless Technology (Signals) is a device that serves as a coach alongside grillers throughout the entire grilling process. This enables them to mimic their dad’s grilling abilities with technological ease and enjoyment.
- What is the client’s objective for this ad?
To reinforce the current personality of Signals by informing consumers that this product will bring back the home-cooked quality food their dad once made. Not only does Signals ensure a quality finished product, but it serves as a father-like coach during the grilling process itself to build the griller’s confidence.
- Who is the audience?
Signals’ consumers include people like Ted. Ted is a fifty year old man who is married and has children who live at home. He is more educated than his parents technology wise, but not as adept as his children. Ted is not a trendsetter, and instead he would rather spend his time, money, and energy on something that is tangibly rewarding to him (Mintel, “Marketing to Gen X”, pp. 24-29). As a consultant, Ted values flexibility in his work schedule so that he can enjoy quality time with his family (Indeed, “Characteristics of Gen X”, 15 September 2020). While working hard during the week, Ted looks forward to the weekend as a time to unwind with his family and is always looking for products that will make running his household easy and effective (Mintel, “Marketing to Gen X”, pp. 37). Being such a hard worker, Ted does not have time for many hobbies, in fact for him grilling has simply been an efficient way for getting food on the table (Keseric, “Gen-Xers”, 6 January 2016). However, Ted still wants the best for his children, and while he has lacked confidence in his grilling, he still desires the ability to provide the same high quality food that his father provided for him growing up (Mintel, “Marketing to Gen X”, pp. 26; “Grilling and Barbecuing”, pp.42 ).
- What does the audience currently think/feel about the brand/product or similar?
Ted currently thinks that the Signals thermometer satisfies his desire to have a coach-like figure alongside him, but there are some drawbacks. Ted found the thermometer itself a bit pricey, the ninety-five foot Bluetooth range was too limited, and there is lack of note taking within the mobile application to record his own data (The Grilling Life, “ThermoWorks Signals Review”, 16 November 2018). He does however enjoy the duality of the software application being available in both iPhones and Androids, allowing a wide range of people to access it like his friends and family members (Thermoworks, “Signals BBQ Alarm”, no date). Ted thinks the pros outweigh the cons, with an impressive mobile application experience offering live temperature channel updates and grill graphs that justifies the cost of the product. Ted enjoys the sturdy design, the strong mounting, the dual WiFi/Bluetooth connection, the fast and easy set up, and the accurate temperature probes (Smoking Meat Geeks, “Signals Thermometer”, 3 February 2019).
- What do you want them to think after they see the ad?
Our advertisement should leave Ted thinking that this BBQ thermometer will make it as if his dad is coaching over his shoulder and helping him through every step. Ted should feel that not only will this thermometer make his grilling hobby more fulfilling by highly improving his cooking skills, but will also make the experience itself more relaxing and enjoyable. Overall, this will enable his grilling abilities to improve and his love for the hobby to grow as our product makes grilling an activity he can now fully excel at and not stress over.
- What is the “big idea” or “one thing” you want them to know?
Ted will know that this thermometer is more than just a piece of technology to improve his grilling, but is a way to elevate the entire experience by coaching him through the process just as if his dad was alongside helping him through it.
- Why should they buy this product?
Ted should buy this product because it makes it possible for him and his children to enjoy the same kind of flavorful and high-quality food his dad once provided for him. Signals will not only enhance Ted’s grilling ability, but will also boost his confidence as it coaches him along every step of the way. With Signals, grilling for Ted is no longer just putting a meal on the table, but is an easy and enjoyable experience that he can look forward to even after the longest workday.
- Competitors: How and what are they advertising?
Based on blogs and review sites, some of Signals’ top WiFi meat thermometer competitors include Weber’s Connect Smart Grilling Hub, the FireBoard, and the Flame Boss 500. The Weber advertisement presents a masculine, intense, and powerful tone that is overall more informative rather than providing any sort of narrative. Their advertisement message along with Flame Boss’ is more feature based rather than taking a product as hero approach, targeting competitive grillers rather than the average dad (“Weber Connect Launch” 00:00:00-00:01:16; Facebook, “Flame Boss” 6 August, 2019). Weber’s print ad campaign for their cookbook also relies heavily on big and bold fonts that pop off the page in loud exclamations claiming the product’s value (Abby Elise Creative, “Weber’s New Real Grilling Cookbook + Campaign”, 2020).
- What approach will you use to achieve the client’s objective?
The advertisement will be taking the product as the hero strategy. Signals will coach Ted through his grilling experience to cook excellent meals like his dad grilled when he was younger. The device serves as the hero by supporting Ted with the necessary technology to provide the best meal for his children, just as dad did for him. When Ted is grilling, Signals is able to step in and make both the experience and the result more overall fulfilling and satisfying.
- Tone:
Trustworthy, nostalgic, comforting, and supportive
Works Cited
“Characteristics of Generation X Professionals.” Indeed. (2020, September 28).
“Flame Boss.” Facebook. (2019, August 6).
“Grilling and Barbecuing.” Mintel. (2019, July).
Keseric, Peter. “Gen Xers.” ERE (2016, January 6).
“Marketing to Gen X: Incl Impact of COVID-19.” Mintel. (2020, September 24).
“New ThermoWorks Signals Review and Rating- A Wi-Fi and Bluetooth-Enabled, 4-Channel Cooking Alarm Thermometer.” The Grilling Life. (2018, November 16).
“ThermoWorks Signals Thermometer WiFi + Bluetooth [Full Review].” Smoking Meat Geeks. (2019, February 3).
“Signals™ BBQ Alarm Thermometer with Wi-Fi and Bluetooth® Wireless Technology.” ThermoWorks. (2020).
Weber Grills. “Weber Connect Launch.” Online Video Clip. Youtube. Youtube, 7 Jan 2020. 28 Sep 2020.
“Weber’s New Real Grilling Cookbook + Campaign.” Abby Elise Creative. (2020).
Copy
Headline: When it comes to grilling, there’s no better coach than your dad.
Subhead: ThermoWorks Signals™ BBQ Alarm Thermometer, all the techniques but without the dad jokes.
Long Body Copy: It’s finally the weekend and you’re ready to grill a meal just like your dad did for you. But wait… your dad isn’t right by your side to help. Although there’s no better coach than your dad, Signals™ BBQ Thermometer sure comes close. ThermoWorks Signals™ BBQ Thermometer allows you to connect with the user-friendly app using bluetooth wireless technology, making grilling an easy and enjoyable activity. The app connects with the Pro-Series temperature probes enabling you to accurately read your meats’ temperatures as often as you’d like. It also tracks your grilling data through charts and will send you alerts along the way, just as if your trusty dad was helping you out. With all these features, your grilling skills are sure to mimic those of your dad! We can’t guarantee Signals™ BBQ Thermometer will be as entertaining as your dads’ jokes, but we can guarantee a perfect grill each time.
[Logo and Logotype Here]
Tagline: Easy grilling, accurate results.
Insert *company URL. “The lowest internet prices for ThermoWorks products are available at thermoworks.com.”*
Ashley Noelle Somma 