Tranquility
Studio Vision was approached with the challenge of predicting an upcoming food trend for 2023, and designing a food truck to meet that need. This concept combines ingredients you can trust with the health benefits of the Cannabidol extract to combine the two markets into one experience-focused food truck. Our truck, "Tranquility" would be transparent about our ingredients, the effects of CBD, and our ingredient sourcing, to prove our dedication to the informed consumer.
Opportunity: Changing stigmas around the CBD compound and the growth of a health consciousness presents an opportunity to appeal to both sectors.
Idea: Design a strategy for a food truck launch which incorporates the health benefitting effects of the CBD compound with pure ingredients.
Project Length: 15 Weeks
My Role: Market Research, Strategy, Production Coordination
Responding to the Market
Research into local CBD products in the Los Angeles area revealed that while shops that promote CBD infused foods had popped up, none focused on the health food market. Instead, we found restaurants dedicated to items like cheese pizza.
This is when we knew we were onto something promising that hadn’t been tried before. The growing interest in health following the Covid-19 pandemic and warming attitudes towards CBD, a health product, seemed to fit perfectly together. This idea is what we would base our concept around to create Tranquility, a food truck focusing on healthy breakfast pastry recipes, combined with CBD to leave our customers with something positive.
Objectives
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To assess the skills necessary to run this business, and address skill gaps unfulfilled by initial planned roles.
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To plan methods of talent acquisition and plan the onboarding process of new employees.
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To create cultural guidelines which address key motivational forces and enable strong creative work.
Would you be interested in consuming CBD through food or beverage?
Surveys gave us valuable insights to shape our campaign.
We needed to see if people were actually interested in consuming CBD in foods or drinks.
We found that people had concerns about the psychoactive element associated with the Marijuana plant. However, after reading information on the effects of CBD as opposed to THC, and learning the difference between the two, they were more open to the idea of consuming it.
Our launch campaign was centered around building anticipation for the opening of Tranquility, and maintaining excitement by attending local events throughout Los Angeles.
Using a 3 phased roll-out, we established a cadence of sustained engagement with our target market across digital and traditional media.
As the project planner, I ensured the media plan was attainable, resources were properly allocated, and the scope of work could be achieved within the $50,000 budget. I ultimately organized and presented the campaign into a complete schedule.
Making Meaningful Local Connections.
We will connect with local influencers online to promote our products, reaching out to trusted reviewers. We will also connect with California farmers to source trusted CBD ingredients that our customers can feel good about.
By making it clear what our products do to the body through information posted on our truck’s exterior and social platforms, we aim to attract people who stand in the crossroads of curiosity and fitness.
See the full project
The Team
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Hayley Kirk
Research, Brand Strategist and Marketing
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Kathryn Johnston
Research, Marketing and Event Planning
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Angie Boonsiri
Research, Marketing and Event strategy
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Jennifer Villagomez
Research, Trend and Customer Analysis, Surveyor