Jimmy Dean

Although current efforts, like the recent "toast" ad seems to focus primarily on women looking for a low-calorie breakfast, I'd like to

offer an exploration into a potential secondary audience.

A Different Audience

College students. Undergrad, grad, & postgrad.

Let’s engage those who desperately need Jimmy

Dean.

Many of which already incorporate Jimmy Dean into their breakfasts.

These college students [aged 18 to 30, undergrad through postgrad] have a unique

relationship with food.

Credit: http://blog.grubhub.com/grublife/college-eating-habits-presented-grubhub-spoon-university/

Credit: http://blog.grubhub.com/grublife/college-eating-habits-presented-grubhub-spoon-university/

Since they frequently don’t have time for breakfast [and many times aren’t interested in it], breakfast food

permeates all the other meals of their day.

That same study also sifted through their own data to find the colleges who make the most late night orders,

and those who are meat lovers. These colleges are perfect targets for Jimmy Dean.

Credit: http://blog.grubhub.com/grublife/college-eating-habits-presented-grubhub-spoon-university/

“Energy drinks are 83 percent more commonly ordered by college diners, while coffee is 15 percent less commonly ordered.” - Grubhub

How do we know they order late, and stay up to study?

Credit: http://blog.grubhub.com/grublife/college-eating-habits-presented-grubhub-spoon-university/

The Big Idea

Burn the midnight oil.

Fueled by Jimmy Dean.

Create a campaign that supports the struggling college student by feeding their “study fire”. Be their late night craving, their second wind, keep their eye on the prize - study time.