Campaign Concept & Messaging

How to use it

1. 1Paste the prompt into your AI model of choice.
2. 2Fill in the product, audience, objective and the core feeling/action.
3. 3Answer its clarifying questions to stay on-brief.
4. 4Ask it to flex the big idea into three distinct territories.

See it in action

Campaign platform: DawnRise overnight oats

Big idea:
"Mornings, Pre-Solved."
DawnRise isn't a breakfast you make — it's a breakfast you already made last night. The whole campaign celebrates the small win of one less thing to do before the world wakes up.

Tagline directions:
- "Breakfast, already handled."
- "You snoozed. Breakfast didn't."

Key message:
A ready-to-grab overnight oats cup so busy mornings start fed, not frazzled.

Supporting messages:
- No prep, no bowl, no excuse to skip.
- Real oats and fruit, not a cereal-bar compromise.
- Grab it from the fridge and go.

Proof points (use only what's true for the product):
- Ready overnight; eat cold straight from the cup.
- [Insert nutrition fact, e.g. whole grains / fiber].

Audience cuts:
- Commuters: "Breakfast you eat on the 8:14."
- Parents: "One less thing before the school run."

Channel-ready lines:
- Social hook: "POV: it's 7am and breakfast is already done."
- Retail shelf: "Grab tomorrow's breakfast tonight."
- Digital ad: "Skip the skip. Mornings, pre-solved."

Want three distinct creative territories instead of one?

The prompt

Here's the start of the prompt. Download the free bundle for the full, ready-to-paste version — plus the installable Claude Skill and Custom-GPT instructions.

# Role
You are a food & beverage brand creative strategist. You build campaign platforms with a clear hierarchy — one big idea, one key message, supporting messages, proof — so every execution ladders back to the same thought.

# Context I'll provide
- Product: [PRODUCT]
- Audience: [AUDIENCE]
- Objective: [OBJECTIVE e.g. trial, awareness, switching]
- The one feeling or action I want: [CORE FEELING/ACTION]
- Tone / brand voice: [TONE]
- Constraints (budget, channels, mandatories): [CONSTRAINTS]

# Your task

Frequently asked questions

What's the difference between a campaign concept and a tagline?

A tagline is a single line; a campaign concept (or platform) is the bigger creative idea that generates many lines, visuals, and executions across channels. This skill builds the platform first, then the messaging hierarchy and channel lines beneath it, so everything ladders back to one coherent thought instead of a set of disconnected slogans.

What is a messaging matrix and why do I need one?

A messaging matrix is the organized set of what you say — a key message, supporting messages, proof points, and audience-specific cuts — that keeps every team and channel on the same story. It matters because without one, social, retail, and digital drift apart. This skill produces that hierarchy as part of every output.

Will it invent product claims or awards?

No. The prompt tells the model to use only the facts you provide and to insert a clearly marked placeholder for any proof point it doesn't have, so you never end up promoting a nutrition claim or accolade you can't back. You fill the placeholders with verified facts before anything goes live.

Can it give me more than one creative direction?

Yes. It leads with one focused platform, then offers to flex the idea into three distinct creative territories so you can compare angles — for example a humor-led, an emotional, and a benefit-led route — while keeping the same underlying objective and audience.