In discussion with Alice upon meeting to discuss our ideas, we have concluded that the Street Party concept is the most appropriate to target and has the most potential to be carried forward. We feel that the Summer Fête and Garden Party as events are perhaps too formal and/or participated in by older generations to appeal to the target of millennials - whereas a Street Party feels more accessible to all, including millennials, due to the sense of community that they inspire.
The Street Party concept has already provided both myself and Alice with initial ideas for potential campaign materials and products that could be used by the target to throw their own Greenall’s themed parties with the brand at their heart.
Although Alice and I are in favour of this idea above all others, we plan to carry out further
research before establishing a final rationale to be put to critique.
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