target audience

The people who purchase Farmbake cookies are typically the ‘motherly shopper’, whoever is the one that goes out and does the grocery shopping and is bringing it back for the family. They would choose Farmbake because of its homely values and home made ideals.  The same kind of person would also purchase Earnest Adams cookies, but choose Farmbake instead because of the long term appeal it has on that customer. Someone might buy Earnest Adams cookies if they are not caring as much about what they are putting into their bodies. Although these biscuits arent healthy, there is more of a guilt when purchasing something that is a little cheaper and not as nicely packaged as that says that it is not going to be as good for you.

Our target audience is those that reach for Farmbake cookies. We want to show them that Earnest Adams is a trustworthy, genuine brand that can have just as much value as the Farmbake brand. The motherly shopper that we feel will buy these biscuits the most, will see Earnest Adams as a yum, fun, established brand that is a good treat for themselves and the family of people they are buying them for.

As well as the ‘motherly shopper’, we have more target audiences too. With the growing trend for sharing food and promoting companies on social media platforms such as instagram, our other target audience will be the ‘foodies of instagram’. When a foodie sees a beautifully designed product, it immediately makes them want to pick it up and buy it, so they can go home, test the product and do a review. The fact that we will be discrete about the fact that this product is vegan, once they find that info on the packet, it will seem like an added bonus since veganism is a growing trend among this community.