We chose fast food as the category, and came up with the brand name "Fretta" for gourmet italian fast food. We chose Fretta because in italian it means "hurry," and it's easy to say and remember.
This brand is already unique because the competition is slim in the fast food industry because they're aren't many italian fast food restaurants out there. It gives people a break from traditional fast food, like burgers or tacos, by offering italian food, where in most cases would have to include going to a restaurant with a sit down dinner. With Fretta, it's available through a window.
The key element we would want to get out with our ad camapigns are that it provides gourmet italian on the go. As far as advertisments go, we would send out flyers through the mail. These flyers would show pictures of our best menu items and highlight our low prices. In addition, coupons would be included to further lure our customers into our restaurant. Also, we would engage in product integration in the most popular television show at the moment. We would work with the writers of the show to ensure that our brand is repeated throughout the show to produce a positive image and so that viewers become very familiar with Fretta.