Plated is a US-based meal kit service that creates chef-designed recipes, and sends the perfect amount of ingredients and an easy-to-follow recipe card for the ones you choose. They aim to provide a convenient, elevated, cook-at-home experience that satisfies a variety of dietary options and preferences. 

For examples of existing Plated content, please check out the links below:

• Plated Smoked Salmon Pizza Recipe Video 
• Plated Seared Gnocchi Recipe Video
• Plated's Most Recent TV Spot

Plated, a meal kit service, is looking for concepts for :15 (with the option to grow into :30) videos to test for future use in linear TV that drive people to subscribe, allowing them to choose from weekly chef-designed recipes, which are delivered straight to their door, with the perfect amount of ingredients and an easy-to-follow recipe card. Perhaps they've already tried a different meal kit company, and were left feeling underwhelmed. Or perhaps they're busy parents or working professionals who are unsatisfied with their dinner routines and are looking for a more convenient way to make fresh, satisfying meals for themselves and their families. Either way, we want viewers to be empowered to take control of their meal experience and start making amazing meals by signing up for Plated.

Your concepts should be centered around one of the two ideas below:

1. Switching - Switch to Plated to experience meal kits the way they should be. When other meal kits have let you down, try Plated to experience meals worth making.

2. Customization - Plated meal kits are designed to fit your individual tastes and your lifestyle. With 20 different dinner recipes each week that are customizable based on your dietary preferences, plus brunch and dessert options, Plated gives you the freedom and flexibility to build a meal kit that is made just for you.

EXPOSURE: 

• Videos based on these Concepts will live on Facebook and Instagram, with the possibility of eventually showing across linear TV.

Your Concepts should adhere to Facebook and Instagram best practices, which can be found here.

TARGET AUDIENCE:

• Women ages 35-54; busy parents and working professionals who believe that anything worth doing is worth doing well
• Women who enjoy cooking but don’t necessarily have the time to plan, shop, or cook amazing meals for themselves or their family, given their busy lifestyle/routine
• People who are dissatisfied with their prior meal kit experiences
• People who have never tried a meal kit service

TONE:

• Above all, concepts should be rooted in positivity/approachability
• Concepts should also focus on highlighting the following attributes of the Plated brand:
  • High Quality - Plated meals create an experience that is satisfying, elevated, and worth sharing
  • Experiential - The experience of making a Plated meal is meant to be gratifying and educational enough to help people be fully present and to get creative with the skills they’ve learned
  • Inviting - Plated strives for an atmosphere that’s warm and calming
  • Empowering - Plated meals are meant to be adventurous, but never too challenging. The experience of making a meal should be fulfilling, offering a sense of personal pride in newfound abilities
  • Approachable - The Plated voice is familiar and friendly. They acknowledge that life is imperfect, but that's what makes great things all the more achievable
  • Dependable - Plated is always there to lend a hand and enable customers to cook their best

EXECUTIONAL MANDATORIES:

• Your concept must be based on one of the below prompts:
  • Switching - Switch to Plated to experience meal kits the way they should be
  • Customization - Plated meal kits are designed to fit your individual tastes and lifestyle
• Your concepts should be adaptable for :15-:30 video
• Concepts should generate awareness for Plated, and encourage viewers to sign up
• Concepts should be rooted in positivity and empower viewers to take control of their meal experience
• Concepts should avoid cheesiness, puns, or pop-culture references
• Concepts should not refer to Plated meals as organic, healthy, or inexpensive

In order to be considered for this project you must include the below materials in your Pitch submission. For examples of effective Pitches, check out this gallery. 

• CONCEPT - 250 CHARACTERS (REQUIRED) – Tell us your concept for a :15-:30 video empowering viewers to take control of their meal experience and sign up for Plated in 250 characters or less. Your concept must be centered around either the Switching or Customization prompts outlined in the Objectives section above. Remember, a Concept is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the Video.  

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

6. Limit 5 submissions per member.

7. You must be at least thirteen (13) years or old to enter. The Sponsor reserves the right to repost the contest at their discretion.

8. Winners must submit the standard Tongal W-9, Winner Affidavit, and IP Assignment.

9. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.