UREC Demonstration Kitchen Campaign
The Ask:
Promote the UREC Demonstration Kitchen through a video and radio ad to show JMU students that they can learn to be independent and not eat the same meal everyday.
Get JMU students to sign up for a free UREC Demonstration cooking class!
The Research:
“Many college students don’t even know how to cook. Nearly one in five college students don't know how to cook” (The Post, 2024).
“Cooking your meals is one of the best ways to save money and stay healthy as a college student” (New York University, 2024).
Andrea Borerro, senior at JMU, only knew how to make “quesadillas, pasta, frozen food” before learning about the UREC Demonstration Kitchen.
The UREC Demonstration Kitchen is a perfect hands-on opportunity for college students to become more confident in their independent living.
Connect through: (1) relatable humor (2) the college student struggle
The Creative Concept:
the drafts!
30-second radio ad
SFX: COOKING SOUNDS, FIRE ALARM, RUNNING FOOTSTEPS, LIGHT CLATTER
Narrator VO: "Ever burned pasta? Meet Jess, a college student who did...
JESS: "Hi..." [embarrassed]
Narrator VO: "—until she found UREC Demonstration Kitchen, where pro student chefs teach simple, budget-friendly meals. Learn to whip up tasty dishes on a budget, perfect for busy students!"
SFX: SIZZLING FOOD, FOLLOWED BY LAUGHTER
JESS: "I took a UREC cooking class, and I am already feeling more confident in the kitchen!
NARRATOR VO: "Sign up for a class on the UREC website to spice up your cooking!"
