This campaign proposal documents the full strategic process behind the concept, from situation analysis and target audience research to media planning, creative execution, and PR strategy. Working through each section pushed me to think beyond individual ads and consider how messaging, visuals, media placement, and promotions work together as a cohesive system. Developing mockups, a social and media plan, and a supporting media kit strengthened my understanding of how strategic decisions translate into tangible deliverables, reinforcing the importance of consistency and intentionality across every stage of a campaign.

Beyond execution, this project sharpened my ability to evaluate creative ideas through a strategic lens. Iterating on the campaign required balancing bold creative direction with realistic media placement, audience relevance, and brand constraints. Working through revisions helped reinforce how strategic decisions evolve over time and how strong campaigns are built through refinement, collaboration, and alignment rather than a single idea.

This project reinforced the value of intentional strategy in shaping creative work. It reflects my growth in connecting research, positioning, and execution while approaching campaigns with a more thoughtful, systems-driven mindset.

This project identifies Gen Z as the primary target for Grape-Nuts, highlighting their interest in health, variety, and adventure-seeking behaviors. Millennials serve as a secondary target, valued for their focus on wellness and need for convenient, dependable food options. The strategy positions Grape-Nuts as a nutritious, multi-use breakfast that aligns with active, goal-driven lifestyles while reinforcing the brand’s core values of reliability and perseverance.

The Creative Plan introduced me to how agencies translate brand insight into cohesive creative execution. Rather than starting with visuals, we began with a unifying idea—“Real energy. Real grit.”—and learned how a single strategic insight can guide messaging across audio, digital, social, and out-of-home placements. This process emphasized how creative teams must balance originality with brand consistency, ensuring that every execution reinforces the same core narrative. Working through this plan reflected how agency creatives collaborate with strategists to bring an idea to life across multiple platforms without losing clarity or purpose.

The Social Media Plan focused on how agencies approach platform-specific storytelling and influencer partnerships. I learned how to evaluate creators based on audience alignment, engagement, credibility, and budget—not just follower count. This stage of the project reinforced how social strategy in an agency setting requires both cultural awareness and practical decision-making, including cost considerations and brand safety. Developing this plan mirrored real agency workflows where social, creative, and media teams collaborate to ensure messaging feels authentic while still supporting broader campaign goals.

The PR Strategy demonstrated how agencies extend campaigns beyond advertising into earned media and real-world experiences. Through concepts like PR boxes, pop-up cereal bars, and immersive events, I learned how brands can create moments designed to spark conversation, press coverage, and user-generated content. This phase emphasized logistical planning, budgeting, and audience engagement—key skills required in agency environments where ideas must be both creative and executable. It reinforced the importance of thinking holistically about how consumers interact with a brand across touchpoints.