BBDO Creative Brief for Roudybush Pellets

For this blog post, I came across a creative brief by BBDO for Roudybush Pellets. Roudybush Pellets are maintenance pellets for pet birds that fall under the category of specialized nutrition for better looking birds. Due to the relatively dry subject matter, this creative brief followed suit and detailed the strategy, positioning, and support in a relatively boring fashion.

BBDO's creative brief can be found at the following link:
http://www.unc.edu/~cachi/j171-roudybush.pdf.pdf

The brief was broken into ten categories that provide direction for where the creative should go with the Roudybush Pellets campaign. Those categories include USP (unique selling proposition), Long-Term Position, Communication Strategy, Brand Personality, Target Audience, Competition, Buying & Usage Habits, Values Attitudes and Lifestyles, Selling Proposition, and Support.

The thing that is unique to Roudybush in comparison to other animal nutrition supplements is that Roudybush specializes its products for various types of birds, as oppose to a generic bird supplement. Their long-term position is that Roudybush fosters a healthier, better looking bird. The brief details the brand personality, calling it: loving, caring, educated, direct, and serious.

One of the stronger elements to this creative brief, in my opinion, is their detailed target audience and acknowledgment that they're trying to reach a very specific type of pet owner, not just anyone. They label these individuals as "serious bird owners," and even categorize the birds as those that have longer life spans (20+ years). The creative brief also acknowledges that these are bird owners who are willing to spend more money on bird food that is higher quality and is nutritionally well-balanced. Roudybush consumers are most likely males and females, 30 years of age and older.

The creative brief ends with a support section that describes its international renowned product as the safest, cleanest and all around best nutritional supplement that is specially formulated for specific birds. As oppose to their competitors, Roudybush eliminates potentially harmful bacteria, fungi, and insects by a steam pelleting process instead of boiling them.

In conclusion, I think the success of this creative brief was the simplicity and attention to specific details about the product. BBDO didn't try to oversell a product that isn't very interesting and really doesn't apply to a broad audience. Instead, they relied on pure facts that serious bird owners will resonate with and find confidence and a sense of loyalty with the brand.