Nicole Torossian/Account Executive PRS 441 MARCH 10, 2017

Commitment Communications MULTIMEDIA CAMPAIGN PROPOSAL BLUEPRINT

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About Commitment Communications

Commitment Communications is a large independent public relations firm located in Manhattan, New

York. Since 2015, Commitment Communications has been dedicated to providing our clients with

timely, impactful results. As our name suggests, Commitment Communications is committed to all 50 of

our growing client base. Commitment Communications services include Public Relations, Advertising,

Social Media, and Digital. We have been featured in Business Insider and PR Daily. Our team of 100

knowledgeable and passionate professionals have aided us in receiving award winning recognition,

including PR Agency of the Year, Digital/Social Media Campaign of the Year, and Product Launch of the

Year.

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Executive Summary –

This proposal provides the reader with an understanding of the strategic tactics to increase awareness of

acai and pitaya bowls produced by Playa Bowls. With the flair of a multifaceted approach, this proposal

illuminates the traditional and social media strategies to advance the goals of Commitment

Communications. A results-oriented survey revealed the specific needs of potential customers to shape

the direction of our recommendations. We at Commitment Communications look forward to your

reaction to this proposal.

Thank you.

Nicole Torossian, Account Executive

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1. SITUATION ANALYSIS –

The primary focus of this campaign is to

educate Generation Y on pitaya bowls and acai bowls, in

order to attract a new customer base to Playa Bowls,

which is a smoothie and juice bar that originated in New

Jersey. Playa Bowls positions themselves as a different,

creative brand that strives for fresh quality products and

bright colors. Pitaya and acai, which makes up the

blended base of the bowls, come with a number of health benefits. Pitaya,

also known as dragonfruit, is a superfruit discovered in Central

America, that is now grown all over the world. Pitaya is rich in

magnesium, which aids in increasing energy levels. The

magnesium also helps relax muscles, nerves, and anxiety. Pitaya is

a good source of iron, it is high in fiber, rich in antioxidants,

contains vitamins B2 and C, and is organic.

Acai, which is a reddish-purple fruit, comes from the acai palm

tree, which is native to Central and South America. Acai has a number of

health benefits such as a high level of antioxidants, high in iron, calcium,

fiber, and vitamin A. The properties found in acai berries may help prevent health problems such

as arthritis, inflammation, obesity, erectile dysfunction, neurological diseases, and allergies. Lab studies

have shown them to have positive effects on ailments associated with oxidative stress, heart disease, and

cancer.

Both the pitaya and acai bowls come with different topping choices, which include strawberries,

blueberries, kiwi, banana, pineapple, and mango, which include similar health benefits as acai and pitaya.

Playa Bowls logo

Acai bowl (on left,) Pitaya bowl (on right)

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Being that all of the ingredients are fresh and organic, there is a high price that comes with these

ingredients. Playa Bowls must price their bowls accordingly, in order to make a profit from the price they

pay for the materials. The bowls range from $9.00 to $10.00. Although the prices are a bit high, as

aforementioned, it gets expensive to supply the ingredients. On the up side, the bowls are large, and are

considered a full meal. The selected audience of acai and pitaya bowls are Generation Y, because this

generation places a large emphasis on a healthy lifestyle, which can be provided by consuming acai and

pitaya bowls. Generation Y are also media consumers, and many people enjoy Playa Bowls because they

are “Instagrammable.” These bowls are also fairly new in the U.S., being that the acai berry was brought

to the U.S. in the 2000’s, and Playa Bowls was established in 2014, although it became popular in

summer 2016, drawing in Generation Y.

Continuing on the healthy lifestyle that most of Generation Y lives, the tastiness and healthiness

of this product motivates a consumer to buy this product. Consumers enjoy acai and pitaya bowls after

the gym, or first thing in the morning, or for a healthy after dinner snack. Compared to other acai and

pitaya bowls, consumers enjoy Playa Bowls because of the generous portion. There are many other juice

bars that serve acai and pitaya bowls, relatively for the same price, or even more expensive, but the

portions do not compare to Playa Bowls. Based on experience, other brands do not fill the bowl with fruit

to the top, making the consumer disappointed in the money he/she spent. For this reason, consumers

prefer Playa Bowls.

Also, when thinking of an acai or pitaya bowl, most people associate these bowls with the beach,

because of the bright colors. Consumers prefer Playa Bowls as opposed to other brands’ acai and pitaya

bowls because majority of locations are conveniently near the beach, specifically, the Jersey Shore, and

surfers are huge fans of the bowls, because they are a refreshing after-surf treat.

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2. Brand History –

In the early 1970’s, frozen acai pulp began to make its way from the Amazon to northern

Brazilian cities. In the 1980’s, a Brazilian man, Carlos Gracie popularized the acai bowl (frozen acai pulp

blended with banana) in Rio de Janiero. Gracie established the Gracie Diet, and one of the main foods on

the diet was the acai bowl. Soon enough, Brazilian surfers and fitness enthusiasts began to partake in the

acai bowl trend through the 90’s.

However, acai bowls are a new trend in the U.S., having only been introduced in the U.S. in

2001, when Ryan and Jeremy Black, two brothers from Southern California, and their friend Edmund

Nichols, began exporting it to the United States. They first tried acai in Brazil in 1999, and from that

moment, “everywhere we went in Brazil we were scanning for the açaí bar,” Nichols says. He and Ryan

spent the last days of their visit on an island off the coast of northeastern Brazil. “We had this nonverbal

simultaneous epiphany,” Nichols says. They would import açaí to America and start their own Rio-style

açaí bar. Ryan had visions of turning the bars into a franchise that would rival Starbucks, which he

believed no longer appealed to younger customers. Nichols says, “We basically shook hands right then

and there, and said, ‘Let’s not give up until we make this work’ (Colapinto, 2011, “Strange Fruit – The

Rise and Fall of Acai”).

“Hawaii and Southern California became the first places that popularized the acai bowl. The acai

bowls became popular by Hawaiian and Californian surfers, who loved to have them as an after session

treat. Acai bowls can now be found all over Hawaii and Southern California, where they have become a

staple, and beyond (Tamboracai.com, 2014, “History of the Acai bowl).

Acai and pitaya bowls are the latest health trend in New Jersey, thanks to Playa Bowls, a

smoothie and juice bar with nine locations throughout the state. Robert Guiliani and Abby Taylor, two

surfers in their early 20’s, from Belmar, NJ, founded Playa Bowls in 2014. What they thought would be

just a simple business down the shore, turned out to be the Jersey Shore’s favorite treat. After college,

Abby was inspired after traveling; she experimented with acai bowl recipes, and after getting positive

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feedback from her friends and family, decided to sell her recipe on the Jersey Shore, with the first Playa

Bowls location being in Belmar.

Playa Bowls proved to be a success

from the start; the following began to grow

almost immediately. “With each passing

customer, word spread that a stand was

offering something totally unique. The bright

bowls mixed with adventurous combinations of

unique fruit gave plenty of beachgoers

Instagram-worthy posts, which was enough to

set off the rapid popularity. The official first offerings from Playa

Bowls were a limited acai bowl menu and a few smoothies.

(www.playabowls.com, “About Us). Today, Playa Bowls has expanded their menu to offer 10 different

types of acai and pitaya bowls, green bowls, coconut bowls, oatmeal bowls, smoothies, juices, iced

coffee, and even organic soups.

According to the Playa Bowls website, www.playabowls.com,

We are a business that thrives on bringing a happy vibe to every town we open in. What

we have is different. We have a story and a creative brand. We strive for fresh quality

products and bright colors. We feel that with serious quality comes a consistent

following. We have a lot of pride in what we do. What started with two blenders

working all hours of the day, treks up and down the beach with samples, fliers and

extension cords running out of an apartment, has become something new, fun…outside of

the box.

Playa Bowls mission statement says “We are three young founders and entrepreneurs with a

dream. We believe that the Playa Bowls brand is a healthy movement that has helped changed lives and

put smiles on people's faces” (www.playabowls.com, “Our Team”).

The first Playa Bowls location (803 Ocean Ave, Belmar, NJ

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The bright colors, sweet acai, and tasty fruit are what draw consumers in to this superfood. In

addition, consumers value the nutritional benefits of the acai and pitaya bowl, as well as the fact that this

large bowl is one of the best healthy breakfasts (Thompson, 2014, “Everything You Need to Know about

Acai Bowls, The World’s Best Healthy Breakfast). As for the future, I predict that acai and pitaya bowls

will continue to become increasingly popular, first on the east and west coast, then in the southern and

mid west. Ryan Carpenter said, “I see a move away from juice and more towards smoothies and bowls.

Consumers are seeking out ingredients that serve a purpose and it’s much easier to accomplish this in

blends than in cold pressed juice. Acai bowls will continue to grow in popularity, but other smoothie

bowls (like those mixed with greens or dragonfruit) with an emphasis on superfood toppings will also be

more common.”

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3. Product –

Acai and pitaya bowls come packaged in a plastic bowl; bowls are not offered with caps, unless

ordered to-go, or if the customer requests for one.

There are five different types of Acai bowls

that are served at Playa Bowls. Each bowl

consists of a bottom layer, made with blended

organic acai, banana, and apple juice, and top

layer, which includes toppings that vary,

depending on the type of bowl. The “8th Ave”

bowl ($9) is topped with banana, organic

granola, and honey. The “Pura Vida” bowl ($9) is topped

with strawberry, blueberry, organic granola, and honey.

The “Tropical” bowl ($9) is topped with pineapple, banana, organic coconut shavings, organic

granola, and honey. Next, the “Nutella” bowl ($10) is topped with banana, strawberry, organic

coconut shavings, organic granola, and Nutella. Lastly, the “Power” acai bowl ($10) is topped with

banana, granola, and peanut butter. Each acai bowl sticks to the standard theme of an acai, banana,

and apple juice blended bottom, and customers can add or substitute toppings for each bowl.

Playa Bowls menu has five different pitaya bowls; the bottom layer is made with blended organic

pitaya, banana, pineapple, and coconut milk. Again, each top layer varies. The “Pink Flamingo”

bowl ($9) is topped with banana, organic granola, and honey. The “Electric Mermaid” ($10) is

topped with kiwi, pineapple, mango, organic coconut shavings, organic granola, and honey. The

“Goji” bowl ($10) is topped with banana, pineapple, goji berries, organic granola, organic coconut

shavings, and honey. The “Pink Power” bowl ($10) is topped with banana, organic granola, and

honey.

Electric Mermaid bowl (left), Nutella bowl (right)

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Lastly, The “Dragonberry” bowl ($9) comes with

strawberry, blueberry, organic granola, and honey.

(www.playabowls.com/new-food-menu/)

Each bowl ranges from $9 to $10, and any additional

toppings can be added for $1.00 each, or substitutions can

be made at no charge. There is only one size of bowls

offered. When gauging customer opinions through the

survey, it was discovered that customers like the

presentation of the bowls, being that the plastic bowl

allows the consumer to see everything that is in the bowl.

Customers enjoy the bright colors of the fruit, which was

discovered by the primary response to the survey, when shown a

photo of the bowls. Almost all survey takers indicated that it is

accurate for Playa Bowls to position themselves as a healthy breakfast alternative, with the exception

of one person answering “not sure.” Because of the results gleaned from the survey, Playa Bowls

products, specifically acai and pitaya bowls, will be marketed to potential and current customers on

the basis that these bowls are a healthy breakfast alternative, tasty, and therefore satisfy you like a

dessert, and as an added plus, provide significant health benefits.

Dragonberry bowl (with added organic coconut shavings)

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4. Price –

Bowls range from $9 to $10. Based on my research from the survey, consumers understand the

reasoning behind why bowls are expensive, however, they are not willing to pay more than the

current prices. In fact, 59% of the population of the survey indicated that they are willing to pay $5 to

$7 for a bowl. Based on this research, since the majority of the population would not even be willing

to pay the current prices, I do not think consumers are willing to pay more for this product in the

future. This product is sold at Playa Bowls, coffee shops, and juice bars

(http://spoonuniversity.com/place/best-acai-bowls-east-coast).

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5. Influences –

Technology and Innovation – Technology and innovation has played a large part in customer’s

lives because customers are always on the go, and they want the packaging of the bowls to reflect

their fast paced lifestyles. Some juice bars, such as Playa Bowls, package their acai and pitaya bowls

in plastic containers with optional lids, while other juice bars and coffee shops serve their pitaya and

acai bowls to their customers in a glass bowl. If a customer does not prefer to sit down and enjoy

their acai bowl, plastic containers are offered to go, but not as a primary option. Different juice bars

have a more relaxed feel to them. Some encourage an on the go style, and some encourage sitting

down and enjoying the acai bowl. Playa Bowls is aware that their target audience are active people,

such as surfers and body builders, and people who go to the gym on a daily basis. Because of this

awareness, Playa Bowls takes into consideration that their customers are just coming in to grab a

bowl and leave, so they provide their acai and pitaya bowls strictly in plastic bowls with lids

(Superfoodly).

Legal & Political Efforts – There have not been any product recalls or lawsuits involving pitaya

bowls or acai bowls.

Environmental Concerns – The “Go Green” effort has impacted the production of this product, and

possibly the sales. As indicated on my survey, five of the participants stated that the packaging for

the bowls should be “organic or biodegradable,” “served in paper bowls,” eco-friendly,” “bio-

degradable,” and “environmentally friendly.” Since Playa Bowls are served in plastic bowls,

customers that are environmentally conscious do not support Playa Bowls because of this reason. In

addition, Playa Bowls do not recycle their bowls, which makes using plastic bowls even worse,

because being that they have nine locations, Playa Bowls acquires tons of garbage each week.

Social Trends – Many different kinds of toppings and fruits are offered in the bowls at Playa Bowls,

but there are always new vegan and super food trends that customers expect to be incorporated into

the bowls. After conducting research in my survey, I found that customers would be more happy with

Playa Bowls if they offered chia seeds, sweetened condensed milk, pomegranates, almonds, dark

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chocolate chunks, cocoa nibs, dried cranberries, whipped cream, and banana chips. Playa Bowls

serves bowls that make their customers happy, and by offering these additional toppings, they will

make their customers even happier, and gain more customers, as a result.

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6. Product Analysis –

Strengths Weaknesses Opportunities Threats 9 locations in NJ Expensive Expand market in coffee

shops/juice bars Competitors in NJ/US

Healthy Only in NJ Offer prepackaged bowls in grocery stores

Shortage of acai and pitaya

Great taste Not a large target audience – mostly consumed by millennials

Expand outside of NJ (put it on the map)

Rising prices of acai and pitaya= higher prices for customers

Can customize bowl any way (substitute/add)

Online ordering system to make ordering easier

The SWOT analysis above maps out the strengths, weaknesses, opportunities, and threats

pertaining to acai and pitaya bowls. Playa Bowls is a great business because they have nine locations

throughout New Jersey, mostly in North and South Jersey. In addition, acai and pitaya bowls taste

great; they are sweet, and are healthy, making them a great substitute for ice cream. If you do not

want certain fruit or toppings in your bowl, you can customize your bowl to add or substitute any fruit

or toppings. If you can’t decide between an acai or pitaya base, Playa Bowls will allow you to have a

combination of both. Since the line at Playa Bowls can get very long, they offer an online ordering

system on their site, playabowls.com. Users can place their customized order 30-45 before picking

up, and their order will be ready when they arrive.

Although Playa Bowls/acai & pitaya bowls have a number of strengths, there are a few

weaknesses. Acai and pitaya bowls are expensive, ranging from $9 to $10. This can add up for

someone who enjoys bowls on a weekly basis. Although Playa Bowls has nine convenient locations

throughout New Jersey, they do not have a presence in other states. This can be negative for someone

who comes to visit New Jersey and has Playa Bowls, then finds out they cannot get it in their home

town. This can be an opportunity for Playa Bowls to expand to states outside New Jersey, and maybe

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even sell prepackaged bowls in grocery stores and other convenient locations. If Playa Bowls were

present in states other than New Jersey, they would gain more business.

Lastly, since acai and pitaya bowls are a fairly new product to the US, the target audience is

mostly made up of millenials. Baby Boomers really do not know what acai and pitaya bowls are,

unless their millennial children introduce them. By expanding their target audience to other

generations, Playa Bowls will gain more consumers who will grow to love the brand and incorporate

it into their daily lives.

Playa Bowls runs the risk of losing customers to competitors, and if there is ever a shortage of

acai or pitaya, this will be a huge threat to their business, being that these are two main ingredients

they need to continue their business. To add to this, if prices of acai and pitaya rise, this means that

Playa Bowls will have to increase the prices of their bowls, which will cause them to lose customers,

since they already think the prices are too high. To successfully market this product, I will focus on

the strength of acai and pitaya bowls having a great taste, and being healthy at the same time.

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Infographic –

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7. CONSUMER EVALUATION

a. Field Research – Screenshots of survey results

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Performing field research helped me to gain opinions and thoughts of what people think of acai

bowls in general, as well as Playa Bowls. In summary, 45.5% of the population who took the survey

knows what Playa Bowls is and loves it. The most popular answers for what people think Playa Bowls is,

based on the name, are “a bowl of something,” “clean and fresh,” and “fruit bowl.” When choosing what

bowl to order, majority of the people surveyed (45.5%) decide based on the type of fruit that is in the

bowl. More than half the population is most interested in trying an acai bowl, compared to a pitaya bowl,

coconut bowl, and green bowl. The most popular choices of what customers would like to see added to

the toppings list include the chia seeds, dark chocolate chunks, and cocoa nibs. Almost 60% of the

population would pay $5-$7 for a bowl, which is less than they are sold for, but, most of the population

also thinks that the set price of $9-$10 for a bowl is reasonable, because they said the ingredients are

expensive, and a bowl substitutes a regular meal which would cost that or more. Although, about eight

people said this too expensive, their reasons being because this can be made at home for cheaper, and it

gets expensive for those who buy acai bowls often. Playa Bowls and most other juice shops only offer

acai bowls in one size. However, 68% of the population would be more interested in buying Playa Bowls

if they were offered in small, medium, and large sizes.

Based on the photo shown of the bowls, users described the packaging of the Playa Bowls as

sturdy, because it looks like it will not spill or leak. The population likes how the bowls are clear, so that

you can see throughout the bowl, but some mention that being plastic is bad because it is not eco-friendly,

or biodegradable. They recommend switching to a green option. Although some love the packaging,

some say it could be improved by adding labels as to what bowl it is (for order accuracy,) different color

bowls, and the fruit could be arranged neater. When asked about their first reaction to the Dragonberry

bowl pictured, the most popular answers were “bright colors,” “fresh and vibrant,” “delicious,” and

“instagramable.”

Almost 91% of the population thinks it is accurate for Playa Bowls to describe themselves as a

healthy breakfast alternative, with the other 9% (2 people) answering “not sure.” The last survey question

revealed information on who the users think consumes acai bowls the most. Majority of the people

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answered that they think health conscious people probably consume acai bowls the most, and “anyone

who loves fruit,” came close to that.

After analyzing the information gleaned from the survey, strengths of the acai bowl include that

they are healthy, tasty, and colorful. Weaknesses are that they are expensive and not served in

biodegradable bowls. Opportunities are to serve the acai bowl in biodegradable bowls to match

customer’s beliefs and passions, and threats include losing current or future customers because the bowls

are expensive, and are not eco friendly.

b. User Satisfaction – Overall, most of the 22 respondents are satisfied with acai bowls/Playa Bowls. The

survey answers consisted of mostly positive feedback, except for a small amount of negative feedback

regarding pricing and packaging. As mentioned, some respondents said that the price is too expensive,

and the packaging should be eco friendly and biodegradable.

c. Secondary Research – Since acai berries were exported from Brazil to the United States starting in

2001, there has been a growing trend with acai bowls. In February 2008, Oprah Winfrey discussed the

acai berry on her talk show with Dr. Oz, when he included the acai berry on his “anti-aging checklist.”

According to SPINS, an Illinois-based market research firm, spending on acai-based products by

Americans seeking to lose weight, gain energy or slow ageing doubled to $104 million in 2008. In

addition, the fruit’s wholesale price in Brazil has risen about 60-fold. In 2008, exports from Para, the

South American country’s main producing state, went up 53 percent to account for about a quarter of

output, according to the local government. Not a lot of acai was being produced from 2005-2009 (Yarow,

2009, “Oprah Robs the Amazon’s Poor of a Staple Food!”) “Acai berries are embraced as a

“superfruit”—a potent combination of cholesterol-reducing fats and anti-aging antioxidants—açaí became

one of the fastest-growing foods in history, billed as a miracle cure for, among other things, obesity,

attention-deficit disorder, autism, arthritis, Alzheimer’s disease, and erectile dysfunction.”

Gracie, who was mentioned earlier, made açaí part of a special diet for the jujitsu fighters who

trained in their gyms, which were rapidly proliferating throughout Brazil. They touted açaí

as an ideal energy booster—a low-sugar food that did not sit heavily on the

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stomach. Other athletes—surfers and volleyball players on the Rio beaches of

Ipanema, Copacabana, and Leblon—began eating the fruit. Because açaí pulp

degrades quickly, it had to be frozen before being shipped, so in Rio and São

Paulo it is served like ice cream, its almost dirt like under taste made attractive to

urban palates by the addition of sugar and, often, extract of guarana, an

Amazonian fruit that is higher in caffeine than coffee. (Colapinto, 2011, “Strange

Fruit – The Rise and Fall of Acai).

Although Brazilian’s embrace the acai bowl and eat it with every meal, and say they are not full

without acai, we as American’s eat acai bowls as a treat. “You should really look at açaí bowls as more

of an occasional treat, not something you'd have as a meal, think of them as a replacement for ice cream.

The açaí bowl is basically a ‘sugar bomb;’ Açaí bowls can have 50g of sugar [the equivalent of 12

teaspoons], or double what the American Heart Association recommends for women for an entire day,”

says Ilana Muhlstein, R.D., a registered dietitian in Beverly Hills.

According to Baum Whiteman International Food and Restaurant Consultants, acai bowls, often

said to be the healthy alternative to ice cream or frozen yogurt, unfortunately contain between 60 and 90

grams of sugar, depending on the toppings the consumer adds. Google searches for acai bowls have more

than doubled in 2016 (Baum & Whiteman, “11 Hottest Food & Beverage Dining Trends in Restaurants

and Hotels, 2016”).

Amelia Winslow, a nutritionist, said, “While an Acai bowl is fine as an occasional treat, it’s

certainly not something you want to eat regularly for its antioxidant properties. Instead, eat a balanced

diet that includes a wide variety of fruits and vegetables, and if you’re hankering for a smoothie, make

one at home so that you can control the ingredients” (Winslow, 2010, “Acai Bowls: Keeping you Fit or

Making You Fat?”).

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8. MARKETING GOALS AND OBJECTIVES

Media Plan – The campaign will be rolled out through social media. The target audience for acai

bowls is millenials, or generation Y, who are the largest consumers of media. Being that acai bowls are

fairly new to the U.S., they have caught on with this generation the most. Generation Y also enjoy

working out and staying in shape, and acai bowls are packed with antioxidants and other natural benefits

that appeal to the millennial generation emphasis on staying in shape. I chose to reveal the campaign via

social media because based on research, generation Y are media consumers, according to Toolbox 3.

According to the The Drum, 91% of this generation is aware of Facebook, while 66% have a

Facebook account, which is the highest percentage of social media outlets (Macleod, 2013, “Infographic:

80% of Gen Y log on to social media daily – with 12% logging on while in the toilet”). Because of this

fact, I will also release the campaign through a series of Facebook posts, which will give clues to the

campaign, and then reveal it on the 4th post, which will take place over four consecutive days. I will also

make use out of Facebook Live, which will allow me to broadcast live from one of the nine Playa Bows

locations. If the first broadcast is successful with viewers and reactions, I will broadcast from more than

one location.

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Traditional Media Relations Efforts –

PLAYA BOWLS 803 Ocean Avenue Belmar, NJ 07719

732-556-6897

Announcement News Release FOR IMMEDIATE RELEASE MEDIA CONTACT: March 10, 2017 Abby Taylor

Founding Partner abby@playabowls.com

Playa Bowl Health Food Shop Set to Open on The Jersey Shore

Belmar, NJ. — On Friday, March 10, Playa Bowls, a health food shop specializing in Acai

Bowls, Pitaya Bowls, Juices, and Smoothies, will open its first location, in Belmar, NJ. The trio of

partners, Robert Giuliani, Desi Saran,

and Abby Taylor, Rutger’s University

Alumni, founded Playa Bowls after

experimenting with acai bowl recipes,

and decided to open up a shop. The

grand opening event will take place from

12 pm – 4 pm at the Playa Bowls

location, 803 Ocean Avenue, Belmar,

NJ. All locals are encouraged to attend, as acai berries and dragon

fruit contain natural antioxidants. The Playa Bowls grand

opening will feature a live DJ, as well as various contests and

giveaways for a chance to win prizes.

Playa Bowls location at 803 Ocean Ave, Belmar, NJ

-More-

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About Acai Bowls

Acai, a fruit berry, has been a staple food in Brazil for a number of years, as Brazilian surfers

used the berry to enjoy acai bowls. However, this superfood is fairly new in the U.S., having made its

way from Brazil to the U.S. in 2001. It was popularized by Ryan and Jeremy Black, two brothers from

Southern California, and their friend Edmund Nichols, after the three vacationed to Brazil and were

introduced to acai bowls, and had the idea to export the fruit to the United States.

About Playa Bowls

The Playa Bowls menu consists of acai bowls, pitaya bowls, coconut bowls, green bowls, oatmeal

bowls, smoothies, juices, iced coffees, and organic soups. The bright fruit bowls mixed with adventurous

combinations of unique fruit appeals to beachgoers and health conscious people. The full menu can be

viewed at www.playabowls.com. “Like” and tag three friends on this Playa Bowls' Belmar Instagram

Advertisement to receive 25% off your first Playa Bowls order.

“We are a business that thrives on bringing a happy vibe to every town we open in. What we

have is different. We have a story and a creative brand. We strive for fresh quality products and bright

colors. We feel that with serious quality comes a consistent following. We have a lot of pride in what we

do. What started with two blenders working all hours of the day, treks up and down the beach with

samples, fliers and extension cords running out of an apartment, has become something new,

fun…outside of the box.” –Playa Bowls Website. Robert, Desi, and Abby say they plan to open eight

more locations throughout New Jersey by 2020.

###

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Conclusion – In conclusion, the primary focus of this campaign is to educate Generation Y on pitaya

bowls and acai bowls, in order to attract a new customer base to Playa Bowls. Playa Bowls is a health

food shop specializing in acai bowls and pitaya bowls, smoothies, and juices, which originated in Belmar,

New Jersey. Playa Bowls is a different, creative brand that strives for fresh quality products and bright

colors. Pitaya is rich in magnesium, which aids in increasing energy levels. The magnesium also helps

relax muscles, nerves, and anxiety. Pitaya is a good source of iron, it is high in fiber, rich in antioxidants,

contains vitamins B2 and C, and pitaya is organic. Acai has a high level of antioxidants, and is high in

iron, calcium, fiber, and vitamin A. The properties found in acai berries may help prevent health

problems such as arthritis, inflammation, obesity, erectile dysfunction, neurological diseases, and

allergies.

Consumers, who are typically surfers and gym-goers, enjoy Playa Bowls because of the generous

portions, as well as proximity to the beach. There are nine Playa Bowls locations throughout New Jersey,

including Belmar, Manasquan, Pier Village, Bay Head, Food Truck, Ocean Grove, Rutgers, Red Bank,

and Montclair. I hope you enjoyed this campaign, and are aware of the great campaign that Commitment

Communications can provide to you.

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Works Cited

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