The Big Idea

The Big Idea

The big idea about Chef Boyardee is that they sell their products to aim towards kids rather than adults. “Where do big ideas come from? Every advertising creative professional talks and dreams of “the big idea.” The idea is the unique thinking behind an ad or an ad campaign, usually based on an emotional or functional benefit, or on brand spirit or style.”(Advertising by Design by Robin Landa, pg. 67) The big idea for Chef Boyardee is based on these observations. Their visual analogy is using the chef on each one of their products to show some kind of person has cooked this food and it is delicious. “Visual Analogy: is a comparison based on similarities or parallel qualities.”(Advertising by Design by Robin Landa, pg. 67) The chef was made to make the brand known and recognized between kids and their parents. “Visual Metaphor: When you use one thing to identify another, that’s a metaphor.”(Advertising by Design by Robin Landa, pg. 69) Chef Boyardee also has a visual metaphor between overstuffed ravioli and mini ravioli’s. On one you can see big ravioli and on another you see a bunch of tiny ravioli’s and if you open the cans the pasta would look like that too. “Comparison: Comparing foods or beverages based on taste is not a strong premise.”(Advertising by Design by Robin Landa, pg. 79) Chef Boyardee is always in comparison with SpaghettiO’s, people can never usually decided which one is better for you; they just know that Chef Boyardee offers more choices. For example, Chef Boyardee has kits that come in pizza (both cheese and pepperoni) and lasagna. I have never seen SpaghettiO’s produce kits; they usually just come out with new shapes. The facts about Chef Boyardee are that it is all about the fun and the pleasure of eating Chef Boyardee. That is why they are aimed to kids and parents.
Also there are three things I asked myself about Chef Boyardee. It is original? Is the idea relevant? And does it make an emotional connection with the target audience? First question: I think that Chef Boyardee is original based on the fact that it was made by Boiardi and he first had a restaurant and when the demand became to great for his masterpiece, he built a factory and called it Boyardee so people would say his name right. Later on it was sold to ConAgra Foods and has been produced ever since. Second question: I think the idea is relevant. I mean hey what is better than to aim towards families that need food for a cheaper price. The food is delicious and healthy so what could be better? Third question: Chef Boyardee does make that emotional connection with parents and kids because it is a trusted brand and the customers are used the changes of pasta along with Chef Boyardee. In conclusion Chef Boyardee’s big idea is to make their food delicious and cheap for families.