Konsep Perancangan Kampanye Iklan Toko Ryossafood untuk Pembentukan Citra Perusahaan

Abstract

The bright prospect of the frozen processed food industry or frozen food, driven by the changing lifestyle of the current millennial generation, demands food that is easy to enjoy and serve anytime and anywhere. Ryossafood is a frozen food supplier located in Sukabumi City and has been operating since 2012. Over time, many business actors have emerged, engaging in similar businesses, leading to increased competition in attracting consumers. Until now, Ryossafood's promotional efforts have been relatively ineffective, particularly in conveying the company's image and distinguishing it from competitors.

 Therefore, this design aims to develop a strategic advertising campaign concept that effectively communicates Ryossafood's corporate image, creating a unique brand positioning that sets it apart in the competitive market. The method used in this design follows a qualitative approach, with data collection conducted through observation and interviews with shop owners, employees, and frequent consumers. The results of this research provide insights into consumer perceptions and brand positioning, which contribute to the development of an effective advertising campaign. Through this campaign, Ryossafood is expected to strengthen its brand identity, increase customer trust, and enhance overall market competitiveness.