Big Idea
Research Insights That Inspired the Big Idea
Halva is one of the world’s most ancient and popular sweets, especially appreciated in North Africa and the Middle East. However, research shows that this tasty product has potential health benefits and harmful effects (Kilci & Çetin, 2022). According to Kilci and Çetin (2023), the proportion of added sugar in halva is too high compared with the amount of sesame, meaning it can be eaten infrequently and in small portions. However, sesame is a source of rich nutrients and can play a role in managing high blood pressure and glucose levels (Abbas et al., 2022; Sohouli et al., 2022).
Big Idea
Therefore, the big idea inspired by these findings is to offer the target audience halva with a smooth and rich taste, a perfect color, and more tahini than sugar. With our high-quality and delicious halva, people in Egypt can enjoy the taste, avoid eating high amounts of sugar, and receive health benefits.
Slogan
Further, to highlight the unique proposition and benefits of the product, the following slogan seems relevant: “Taste sesame, not sugar.” This slogan is easily remembered, and the target audience can understand that our halva is unique because it has more tahini and less sugar.
Support Point for the Big Idea
Accordingly, the support point for this big idea will be that other brands do not offer such a unique product at a reasonable price.
Message
Source
Considering the message source, it is possible to refer to a figure famous among mothers from (A) class in Egypt. For example, an authoritative and popular female with kids can advertise the product, highlighting that it is tastier and healthier than halva from alternative brands. A famous woman who has the trust of mothers in Egypt is an attractive source, and the message received from this person will have power over the target audience.
Appeal
Considering the offer, the uniqueness of the product, and the target audience’s needs, it is possible to say that a rational message appeal is the best option. Instead of affecting the emotions of mothers and children, it is more efficient to prove to them that this halva is what they need. Simultaneously, it is also possible to combine rational and emotional appeals because some mothers are driven by logic and others – by feelings and emotions. Further, combining scientific evidence, comparison, and endorsement should be used as a message execution strategy.
Execution
To be more precise, a celebrity or a famous mother who is recognized by the target audience can mention that most brands sell halva containing high amounts of sugar, which is harmful to children, but sesame is healthy. This way, people will learn the difference, understand the scientific background, and understand that the famous figure trusts the brand.
Brand’s Tone of Voice
The brand’s tone of voice should be friendly, encouraging, and persuasive. The target audience should understand that the company aims to offer them a unique and healthy product at a reasonable price so their children can enjoy the taste and receive nutrients from sesame.
Rough Storyboard
Eventually, it is essential to create a storyboard rough:
- The advertisement will be presented as an interview with the selected celebrity.
- She enters the kitchen, saying that she and her children love to eat halva.
- A person behind the scenes is surprised and states that it has a lot of sugar, which is not beneficial for kids.
- The celebrity agrees that halva from other brands has little sesame but large amounts of sugar.
- An animation of halva breaking down into sesame and sugar components to show the proportion of each.
- The celebrity demonstrates and eats El Bawadi’s halva. The halva contains almost no sugar, and the highest-quality tahini is used.
- A list of sesame’s health benefits for children appears on the screen.
- Lastly, the woman states that this brand’s halva is tastier, healthier, and affordable.
References
Abbas, S., Sharif, M. K., Sibt-e-Abbas, M., Fikre Teferra, T., Sultan, M. T., & Anwar, M. J. (2022). Nutritional and therapeutic potential of sesame seeds. Journal of Food Quality, 2022, 1-9. Web.
Kilci, Z., & Çetin, R. Ü. (2022). Determination of chemical and microbiological quality in commercial tahini halva samples. Turkish Journal of Agriculture-Food Science and Technology, 10(sp2), 2982-2987. Web.
Kilci, Z., & Çetin, R. Ü. (2023). Chemical properties of tahini halva marketed in the Southern Marmara region of Turkey and their compliance with Turkish food codex. Akademik Gıda, 21(1), 20-26. Web.
Sohouli, M. H., Haghshenas, N., Hernández‐Ruiz, Á., & Shidfar, F. (2022). Consumption of sesame seeds and sesame products has favorable effects on blood glucose levels but not on insulin resistance: A systematic review and meta‐analysis of controlled clinical trials. Phytotherapy Research, 36(3), 1126-1134. Web.