Questions and Topics We Can Help You To Answer:
Paper Instructions:
**Background**
A study in Belgium shows that kids between 6 and 13 years old only eat 100 grams of vegetables per day rather than the recommended 250 to 300 grams per day.
As a reaction to this study, the international supermarket chain Delhaize - with its headquarters in Belgium - decided to design a new campaign to make vegetables more attractive to kids.
First, in a radio spot and on the package of the vegetables, Delhaize vegetables will be given new names that should appeal more to children: e.g. tomatoes become “clown noses”, carrots become “orange rockets”, green beans become “frog ski’s”, endives become “dragon teeth”, etc.
Additionally, Delhaize made a new package design for its vegetables. Most importantly an image on the package visually illustrates the new name (see pictures in attachments for the before and after package design).
If this campaign turns out to be successful in Belgium, the supermarket chain wants to launch it globally, as the problem of a low vegetable intake among children is one that is also present in many other countries.
**Essay**
As a Neuromarketing expert, the supermarket chain Delhaize reaches out to you, to find out whether you think this campaign is a good idea or not. They ask you to write an essay, to explain your view and to give a recommendation: launch the campaign or cancel it?
The main elements (and structure) of your essay:
1. Introduction: restate the business case in your own words.
2. Neuromarketing Topics: Discuss this potential campaign by Delhaize in a concrete and detailed way, using adequate Neuromarketing terminology (and where relevant referring to the possible brain regions involved), why you think this is a good or bad campaign. In this part of the essay, you have to discuss the campaign from the point of view of each of the main topics:
*Senses & Perception
*Attention & Consciousness
*Emotions & Feelings
*Learning & Memory
*Wanting, Liking & Deciding
3. Neuromarketing Toolbox: Considering the entire Neuromarketing Toolbox, what do you think would be the best way to test this campaign before launching it? Which tool(s) would you use and why? How would you set up the research concretely? (i.e. What stimuli would you use? Who would you test? etc.) Be as concrete and specific as possible in describing how you would set up the research and how your research could predict whether the campaign will be a success or not.
4. Ethical considerations. Discuss the ethical side of this campaign. What could be an ethical neuromarketing related worry to this campaign? Also argue for your own opinion: do you personally think the ethical worry is a problem or not?
5. Conclusion. Briefly summarize your essay to come to a clear recommendation: Should Delhaize launch this campaign or not?
