A Gift from the Heart, A Healthy Start: The Advertising and Promotional Plan for Flora de Fruta Specialty Gift Shop

The study concentrates in the conceptualization, design and development of the advertising and promotions campaign for Flora de Fruta Specialty Gift Shop, a store that offers fresh-cut fruits with colorful arrangements to create a bouquet of fresh fruits dipped in fine chocolates. Image for Flora de Fruta is sweet, wholesome and creative where it exhibits innovation and artistry on fruit bouquet arrangements as a way of expressing love and appreciation. Target market for this product will include the Class A (Upper lass) and the Class B (upper-middle class) markets. Fruit bouquets are relatively a new idea and is in fact at the pioneering stage due to very few competitors but within a growing economy and a highly diverse range of tropical fruits to be used as primary ingredients, the launching of advertisements to highlight the product’s unique approach and its long known benefits will be marked by the design of highly stimulating ads. Media vehicles that will amplify the message that the ads convey will be the turning point. The goal of this campaign is to introduce and turn familiar fruit ingredients into something to crave for by bringing in images that are pleasant, warm and inviting. For this proposed advertising and promotions campaign that the following media channels are selected: 1. Magazine 2. In-store media 3. Interactive Media 4. Special Events The advertising and promotional plan aims to present in a different way the art of gift-giving. It showcases how fruits can be turned into delightful presents to someone very special. Altogether what is being obtained from these campaigns is to give the target consumers a whole new idea of giving