For my Journalism 345 class, my team and I developed a mock Grape-Nuts ad campaign that explored how a legacy brand could be repositioned for a younger, more active audience without losing its core identity. Built around the idea of “Real energy. Real grit,” the campaign combined brand research, audience insight, and creative experimentation to develop messaging, visuals, and media concepts that felt authentic rather than nostalgic. As a learning experience, the project pushed me to think critically about brand voice, target audience alignment, and strategic consistency across channels, while balancing creative risk with brand credibility.
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.
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