Reference no: EM133297795

Case Study: This project requires students to develop a targeted Food Advertisement. Before reading the instructions, please note that this project does not require a review of market research or marketing background, and it is not evaluated based on the quality of marketing information it presents. The basis for grading is essentially the student's ability to appropriately align a food with nutrients, biological functions, and consumer nutrition needs while gaining insight into nutrition claims and marketing.

GETTING STARTED

Select one food item that will star in the advertisement. It can be a singular, whole food, like a banana, a recipe or a dish, like potato salad, an ingredient, like cinnamon, or even a broad product category, such as 'Ready-to-Eat Cereal', or 'Instant Oatmeal'. Keep in mind that the advertisement must be original, so do not use existing packaged products, like 'Naked Juice' or 'Cliff Bar', or grocer's brands, like 'Trader Joe's Milk', since their marketing will be easy to unintentionally copy.

THE WRITTEN PORTION

The written portion is a 300-600-word summary that describes the advertisement as specified in section headings A. B. C. Works cited are not needed.

Question 1: Describe the food in 200 words max. Include information like where it originates, how it's customarily eaten or used, where it's purchased, what food group it fits, and for multi-ingredient products, what the main ingredients are. The most important part of section A is to identify 2-4 nutrients or phytochemicals that are featured in the food, including the amounts provided per standard-size serving. Be sure that the amounts per serving qualify to use the FDA nutrition claims described in section C and satisfy the audiences' nutrition needs described in section B.

Question 2: Describe the audience in 200 words max. Include demographic information about who buys the food, what they value about it, which styles and cultures they might identify with, and most importantly, what their nutrition needs are.

Question 3: Describe the advertisement in 200 words max. Include information about the delivery format, like whether it's a video, a graphic, a song, etc., and the styling used to attract the target audience, such as fonts, colors, and artistic themes. The most important part of section C is to identify at least two FDA-approved nutrition claims that will be featured in the ad. The claims can be Nutrient Content Claims, Health Claims, or Structure-Function Claims, but they must be relevant to the target audience, legitimate, and properly worded. To learn the FDA criteria to use NCCs review Appendix A-B, and review Appendix C to differentiate between Health and Structure-Function claims and learn the criteria and language for their use.