LINDT CAMPAIGN

This Lindt campaign is the largest campaign I’ve done in school, as I completed projects for it in several different classes. On a trip to London, I visited Hampton Court and saw a Lindt Gold Bunny Hunt with statues shaped like their iconic Gold Bunnies. In my strategic planning class, we were asked to take an existing campaign and improve it. I chose the Lindt Gold Bunny Hunt and expanded it into America.

First, I wrote a strategic plan for the campaign that included:

• Background research
• Situation Analysis
• Core Problem
• SWOT
• Goal
• Objectives
• SWOT
• Goal
• Big Idea
• Publics
• Primary and secondary messages
• Calendar and budget
• Evaluation

Then, for my writing branded content class, I created a print ad and radio ad that highlight the features and benefits of a Lindt Gold Bunny.

I also wrote a strategic message planner to guide the advertising efforts, and a news release that would be sent to a reporter. The goal of this news release was to be newsworthy and not be too marketing-sounding.

To create these advertisements I used Photoshop and Adobe InDesign, and also strengthened my copywriting skills.