Creative Brief

Client: Barrio Fiesta

Background: Cucina Higala

Explain in your own words what is the brand’s challenge based on your knowledge of
the brand and the consumer, and your analysis of the market.

Cucina Higala – Good friends, good food. This is the newest modern Filipino and
heritage cuisine restaurant to open in Cagayan de Oro City that offers its own twist
since it specializes in dishes from Northern Mindanao. It is located on Capistrano and
Mabini Streets (the former Thai Me Up). The restaurant gets its name from “Cucina,” the
Spanish word for “kitchen, while “Higala” is a vernacular word that can mean either
“friends” or “family.” This matches up perfectly with Cagayan de Oro as the City of
Golden Friendship. At present it can seat up to 200 customers all at one. Cucina Higala
is owned and managed by a local corporation called the TFC Group.

Objectives:

The Food (Cucina Higala)

Initially, the restaurant serves several dishes. Notably, local heritage cuisines from
around Region X such as the Surol from Camiguin, Beef Rendang from Lanao del
Norte, and Cagayan de Oro’s Sinuglaw and Humba.

Kinilaw with Dilis

 Humba
The specialty and best seller of the house remains the Kare-Kare and Callos.

Image Source | Facebook: Cucina Higala

And they also serve other best-sellers (according to those who were there during the
opening) like the Fresh Lumpia, Tuna Panga Flakes Salad, Chicken Barbecue, Pork
Liempo and Tinapa Fried Rice.
 Fresh Lumpia

Tuna Panga Flakes Salad

 Image Source | Facebook: Cucina Higala

The dessert is a local and different Sizzling Binaki with caramel sauce. Every Kagay-
anon knows what Binaki is as a type of steamed sweet corn tamales. This one really
gives a twist with its own caramel sauce and ice cream on top.

Based on the challenge, what is the opportunity for your brand?

The opportunity is a strategic opportunity that has to be expressed via a strategic goal
based on the challenge for the brand.
Based on our interview with one of the staff of Cucina Higala, one of their targets
is independent individuals who are craving for "LUTONG-BAHAY" foods. But they
are more focused on Filipino families’ class A & B, ages 18-60 years of age who wants
to eat with their families and spent some time with them.

The Strategic Path

-I want to take my brand from Current perceived position

Their current position is that Cucina Higala is the only Filipino that serves different
Region 10 provinces’ specialties in Cagayan de Oro and they are also serving foods
that can be only seen during fiestas in our native province in a traditional way.
-
To that future perceived position
In the future perceived position Barrio Fiesta will maintain their image as ethnic
restaurant but also at the same time it is open for modernization.

Brand Personality
To be described in 3 to 5 words and one picture
TRADITIONAL, ETHNIC, RESEMBLANCE AND FESTIVAL.

Who are we talking to?

(GET)
Describe the target audience but also add relevant insights about this state of
mind/lifestyle based on your research.

 We are looking for Filipinos ages 18-60 years of age who have bought their own
Brand-New Toyota Vehicle Unit and waited for their vehicle to be released.
 We are talking directly on Filipino FAMILIES aged 18-60 yrs. of age. They are the
families that want to spend their family time together (which they also want to
enjoy their freebie/gift certificate to different Toyota Cagayan de Oro Partners) but
want to have a good amount of discount. They are also the customers that crave
for their provinces "SPECIALTIES" such as the Surol from Camiguin, Beef
Rendang from Lanao Del Norte, and Cagayan de Oro’s Sinuglaw and Humba,
Sizzling Binaki from Bukidnon, and other traditional and festival dishes. Even
though foreign restaurants are now more cliqued in some customers they still want to
taste a "LUTONG-BAHAY, and LUTONG-PROBINSYA" foods. They are the
consumers that are too busy to cook at their homes of their favorite Filipino
delicacies and don't want to spend too much time preparing dinner or lunch for
their family.

What consumer/market insight can help you get there?

(WHO)
The insight has to be relevant to the category of products/services being advertised:
What is the unmet need or the desire?

Since we are talking the Families/individuals who crave for "LUTONG-BAHAYand

LUTONG-PROBINSYA foods”, then it is obvious that they are in the need

Sources:
http://aboutcagayandeoro.com/cucina-higala/
https://www.scribd.com/document/28696826/CREATIVE-BRIEF