At least 1 in 113 Americans suffer from Celiac Disease, myself included. The only acceptable treatment for Celiac Disease is a strict adherence to a 100% gluten free diet for life. This means avoiding all products that contain wheat, rye, and barley which can be very challenging. So for my Social Media Campaign, I am going to create an app that lists all restaurants, bakeries, and grocery stores that have gluten free options available.
What is the challenge?
To create a smart phone app that makes eating, shopping, and living gluten free more convenient for those who suffer from Celiac Disease, gluten intolerance, as well as those who choose to eat a gluten free diet. Many products (even some lipsticks) contain hidden sources of gluten so reading labels is important but this makes a “quick trip” to the grocery store nearly impossible. For this reason, the app will have a barcode scanner that will alert shoppers if certain product contain gluten. If it does, the app will ask the shopper if they would like an alternative suggestion. NO Glu will also offer printable or scanable coupons for gluten free products. Eating out can also be a challenge so the app also allows users to find and search for restaurants and bakeries that have gluten free options. The app will be linked to Google, Google Maps, and Yelp so the users can find out more about the menu options, locations, and get feedback/reviews from other gluten free users. Also for the users convenience, the app allows users to browse recipes and save them to their recipe box for later use.
Who is the target audience?
Men and women of all ages who suffer from Celiac Disease, gluten intolerance, as well as those who choose to eat a gluten free diet.
What does that audience currently think about the brand or group?
People who live a gluten free life already know the difficulties of shopping and eating gluten free. For example, not all people or places offer a gluten free option so it can be embarrassing to bring your own food to restaurants or parties or not eat at all. Parents also struggle to find good tasting gluten free foods that their kids will eat which is why No Glu has a food blog where people can post, discuss, and suggests brands and recipes.
What would we like the audience to think and feel?
I want to audience to feel like they’re not alone. By creating this app and linking it with other social media, users will be a part of a specific community where they can share their experiences at restaurants as well as new recipes. I want the audience to know they can depend on NO Glu to find locations and products that suit their diet needs.
Which facts, evidence, or thoughts will assist this change of thinking?
Hopefully the blog posts and reviews will allow others to see NO Glu’s success and they will rely on NO Glu to find the best gluten free restaurants and products. Also they fact that the app offers thousands of recipes will make the users feel they have options and are able to try new things without worrying about certain ingredients.
What is the brand essence
Reliable, helpful, part of a community, new experiences, care about users well being.
What is the key emotion?
Relieved that shopping and eating out just got easier and excited to try new recipes and restaurants.
What media to facilitate this goal?
Food blogs like Gluten Free Girl and the Chef, Gluten Free Mommy, and The Gluten Free Food Blog will advertise NO Glu. It will also be advertised in local grocery stores in coupon books and on carts. Blogs and recipes can also be shared through Facebook and the Food Network.
What is the most critical element?
I think the most critical element is variety. These users have most likely been gluten free for a long time and know what’s around and what’s offered. The app needs to have constant updates for places, products, and recipes so the users don’t get bored with NO Glu.
What is the single most important takeaway?
NO Glu makes shopping, eating, and living gluten free easier than ever.
What do we want the audience to do?
Use NO Glu when they want to go out to eat with friends, family, or co-workers. I want the audience to depend on NO Glu to get the newest recipes and I want NO Glu to be a must at the grocery store.
Well, I don't have any clever name ideas, but I think this is a great idea. I briefly checked the app store for anything similar and it seems like there are one or two, but from my own quick read of the descriptions, it seems like you want to accomplish a lot more with your app than they do.
ReplyDeleteGreat concept, it'd be really useful for all those people who need to take gluten out of their diet. More useful for the people who are also removing gluten from their diet because it's a fad (so they don't have to badger people who work in food service about gluten content). As for names, you don't have to be so literal and straight forward with the name. For example, just off the top of my head "NoGlu" comes to mind. It's simple, yet still is relevant. It may not be a solid idea, but something you can play off of.
ReplyDelete^I like the name NoGlu. Sweet and simple. I have a friend with this disease and she always has that problem so this app would be very useful for her.
ReplyDeleteI think this is a great idea. I have friends that suffer from this as well. One thing I might say is that maybe you could expand this into a bigger idea. Maybe you could do all food allergies, or at least the top common ones. Something to think about.
ReplyDeleteI think this is a really good idea, especially since you have a personal tie to it. I love the idea of scanning the bar codes and making life easier. I like the "NoGlu" name above!
ReplyDeleteThis is great, my dad's had celiac for the past 18 years, so I've witnessed first hand the hassle of celiac. I think you can definitely roll with this idea; this is a good time for this app too because it's getting more popular. If you haven't noticed, restaurants have been adding gluten free menus for the past couple years. This is something you could actually try and achieve in ife too if you're passionate about it or think you can do it well enough to make some money.
ReplyDeleteThis would be very helpful. I'm not sure you have to link it to pinterest. Just make sure you link to things that make it helpful, just like you mentioned google maps.
ReplyDeleteLose the Glut! I love this idea, it's definitely the trend now, despite the fact that this has been a condition for a while. I think the scanning the barcode idea is brilliant!
ReplyDeleteThis is a great Idea! I can't wait to see the final product. You should look at an Iphone App called "Fooducate" It is kind of what your talking about except you can scan anything and it gives it a grade on how healthy it is, and it provides healthier alternatives.
ReplyDeleteGreat idea, this app seems to be extremely helpful and useful for people who absolutely need to know where to find gluten free food. It looks like you have a very clear direction/strategy of what you want to do for your campaign, very interested as to how to execute it because it seems like you are integrating a lot of different elements into your ap.
ReplyDeletethis is a really cool idea. this is something that is useful and there is a specific market for that you can probably count on 100% of those 1 in 113 Americans using granted they are the right age group and technology savy. DePaul student center market would be included, they have a whole gluten free section of groceries now.
ReplyDeleteI really like this idea. I know a few people that suffer from celiac disease and just recently my nephew found out he has to eat gluten free. Having an app that makes this kind of information easy to access would be a huge help to so many people.
ReplyDeleteGood idea and clearly very useful for you! I am aware of the struggles finding gluten free foods and the benefits of eating gluten free even if you dont have the condition. I dont know if this is a repeat idea but maybe you could add gluten free recipes.
ReplyDeleteMy brother has had celiac for the last 20 years. When he was first diagnosed there were barely even food options out there, but recently it has become much more common. I know this app would have been great growing up for both my brother and my parents. Great idea that solves a real problem.
ReplyDelete