Tasty Bite Digital Video Project Brief
Company Background
Tasty Bite is currently the largest selling brand of Indian food and amongst the top
selling brands of Asian food sold in North America. Its products include a range of
over 30 Indian and pan-Asian entrée, sauce and rice products. Tasty Bite products
are Ready-to-Eat, all natural, and WOW tasting.
Tasty Bite’s mission is to be a socially responsible company that creates consumer
delight. As part of this mission, the company is engaged in a tremendous ecosystem
of sustainability and community programs. These include:
1. 23-acre company owned demonstration farm to educate community farms
on sustainable farming practices.
2. 80% of energy at Tasty Bite comes from renewable energy.
3. Tasty Bite has a formal disaster relief program. Since its products require
no water and no cooking and are shelf stable, Tasty Bite has a program to
move food during natural disasters such as Katrina, the Asian Tsunami, the
tornadoes of 2011, etc.
4. Tasty Bite supports a variety of community programs in the villages
around its factory including a science lab at the nearby village school and
a women’s shelter. Tasty Bite also has a adult literacy programs on its
campus and a scholarship fund for the kids of its factory workers.
Project Proposal
Given Tasty Bite’s unique product benefits, high growth and social engagement, the
company believes video is a powerful medium to build brand awareness. In order
to leverage this platform, Tasty Bite is looking to partner with 2 teams of 1 to 2
people each at NYU.
Step 1 – Create Video Concept
o Concept Objective
Highlights any of these key benefits of the brand: great taste,
convenience(e.g.ready in 90sec), health(e.g. all natural). Needs
to be catchy, funky, engaging, on-trend, while being brand
compliant. Should not touch on brand’s social responsibility.
o Concept Components
Description
• Describe the concept idea by any means necessary. At
minimum include paragraph description on how it will
visually come to life. Include any visual stimuli if necessary.
How it meets the concept objective
How it executes
• Describe how you would launch the video (e.g., seed on
X website, pass to X blogger, Facebook post, etc.) in a low
cost/no cost manner so that it goes viral
Step 2 – Email Concept to TastyBite at Nathan@tastybite.com
Step 3 – Execution
o Develop script, recruit and train actors. Review with Tasty Bite team and
finalize.
o Shoot videos
o Editing, sound, post-production
Number of Videos Per team: 2
Length of videos: 1-4 minutes each
Payment: $1000 per team + pre-approved expenses
Timing: Concept Submission due June 15th. Video complete by July 2nd, 2012