Creative Strategy Statement 

Ads will target men and women, ages 18 to 54 and convince them to believe oysters are more appealing than they had originally thought.

Advertising Plan 

Key Fact: Oysters are highly misunderstood and actually contain high nutritional value to benefit the consumer. 

Advertising Problem: Consumers believe oysters are a dangerous food to consume, and are not aware of their nutritional values. 

Advertising Objective: To educate consumers to be accepting and open minded to oysters, despite bad reputation they had in the past. 

Target Consumer: People who eat seafood and other mollusks, but tend to avoid oysters because of the lack of trust and perceived risks in consuming the product. Also, people who are concerned about their health, and are looking for a new way to get the nutrients they need. 

Competition: Shrimp, Crab, Fish and other seafood that the majority of people eat instead of oysters.  

Key Consumer Benefit: Nutrition, Understanding 

Support: Print Ads, etc.

Tone Statement: Informative, educational