Promote Trader Joe’s Recipe Mixes with the Shelf to Plate Social Media Branding Initiative.
This project was part of my Content Writing Certificate program at School of Visual Concepts (September 2017 – December 2018.)
Problem: Trader Joe’s has a notable customer base of shoppers in the younger demographic who prefer to stock up on frozen entrees and other packaged goods. How could we get these shoppers to purchase Trader Joe’s recipe mixes and the related ingredients during their next visit, with the intent to plan and cook a meal?
Solution: Through Trader Joe’s List, the company’s more casual social media handle, we launch the “Shelf to Plate” branding initiative. Shelf to Plate will focus on Trader Joe’s recipe mixes and the related instructions/ingredients. If a customer has the urge to cook, relevant information will literally be in the palm of their hand. Upon creating a successful entree, customers will take it one step further and post their food photos to their social media accounts, raising the profile of Trader Joe’s exclusive recipes and to other online cooking enthusiasts.