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SAFCOL Canned Tuna - Advertising, Media & Creative Brief
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SAFCOL Canned Tuna - Advertising, Media & Creative Brief

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SAFCOL Canned Tuna - Advertising, Media & Creative Brief SAFCOL Canned Tuna - Advertising, Media & Creative Brief Document Transcript

  • FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanAdvertising Brief: SAFCOL Canned TunaBackgroundSAFCOL commenced operations as a co-operative formed by a group of South Australian fishermenin 1945, with initial capital of £33. In the ensuing 65 years SAFCOL has cemented its reputation inthe production and supply of premium quality seafood including tuna, salmon and sardinesthroughout Australia and around the world. In 1955 SAFCOL took control of the Adelaide FishMarket, and continues to manage it today.SAFCOL has earned the reputation of “The Seafood Experts”. SAFCOL is the only seafood company inAustralia controlling all aspects of its production from “Ship to Shelf”.For its Tuna product SAFCOL uses Yellow-fin, Northern Blue-fin and Skipjack. Its Salmon product iscaught off the cost of Southern Chile, and is Medium Red, Pink, or Atlantic Salmon.SAFCOL are also pioneers in canned seafood, employing a revolutionary and unique cooking processknown as ‘single cook technology’. A marked point of difference from competitors who still mainlycook their product twice. SAFCOL’s innovative process allows for the fish to be cooked once under asteam-vacuum-pressure process, with the finished product superior in taste and succulence,retaining the nutritional and wholesome properties of the fish.In 2000 SAFCOL brought innovation to the category by becoming the first and only canned Tunaproduct to be canned fresh and never frozen, giving the meat a lighter, tighter texture, providing avisible quality difference.Existing competition between tinned tuna brands has increased significantly in recent years with theintroduction and growth in popularity of supermarket house brands. Brands compete on price andability to produce innovative flavoured tuna products. Packaging design and size is very similarbetween brands, and consumers perceive there to be little quality difference between brands,making their purchase decision based on in-store promotion (ie buy 5 tins get the 6thfree), spot-price reductions (ie daily specials), with consumers not identifying with specific tinned tuna brands,and not demonstrating consistent loyalty to a preferred brand.Marketing ObjectivesIncrease sales of SAFCOL canned tuna products by 11% during campaign period.Increase SAFCOL’s market share in canned tuna category by 4%.Advertising ObjectivesIncrease perception of SAFCOL canned tuna as the healthiest choice for my family by 35% in thetarget audience.Increase perception that SAFCOL canned tuna is the best quality product in its category by 25% inthe target audience.Target AudienceFemale grocery buyers, 25-45, in metropolitan Sydney.Brand History & PositioningBased on the visible quality difference of the product and it being a premium product, with the USP“you can see it’s better”.JADDAN BRUHN Page 1
  • FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanCompetitorsGreenseas, John West, Seakist.Competitor’s AdvertisingPrint ads (magazines), TVC, website, social media, radioCurrent Media StrategyTVC & print ads (magazine).Key Message / USPSAFCOL Tuna serves flavour straight from the sea.Tone / MannerInformative, bright, contemporary, enticing.MandatoriesSAFCOL logo, online links (company website & social media), package shot, product shot.Budget$2,000,000TimingJan – Mar 2011JADDAN BRUHN Page 2
  • FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanSWOT ANALYSIS – SAFCOL TunaSTRENGTHS• Heritage brand with long Australian history• High brand awareness• Controls vertically integrated supply chain• Unique cooking technique• Healthy choice productWEAKNESSES• High resourcing cost of packaging• Brand has not diversified• Has not kept up with product extensions of competitorsOPPORTUNITIES• Product has global appeal (unencumbered by religious or ethnicrestrictions)• Market positively responsive to innovation / experimentation withflavour• Long shelf life makes product less sensitive to glitches in supply• Strong export demand for productTHREATS• Highly competitive market with global brands competing in the localmarket• Periodic negative publicity on global fishing practices tarnishesperceptions of locally sold tinned tuna products• Industry as a whole very sensitive to environmental issues and topotential cost impact of future introduction of ETS / carbon tradingschemeJADDAN BRUHN Page 3 View slide
  • FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanThe Media BriefSAFCOL Canned TunaMedia ObjectivesThe Media Plan is designed to reach the majority of the target audience with a frequency ofat least four times during the campaign period. Utilising the selected media the campaignflight pattern is continuous with bursts of activity at key points during the campaign;familiarising the target with the campaign message and inspiring a call to action as keyevents during the campaign promotion approach.Varying the media utilised and shaping the communication around the target’s media andlifestyle habits, acting on the target’s creative instincts and interest in finding out more,reducing wastage and acting to ensure the target is exposed to the campaign messagemany times over the campaign period is best achieved through the media selected, avoidingheavily pushing the campaign message in traditional media only, which may negativelyimpact the target’s perception of the advertisement’s focus.Geographic areas to be coveredThe draw area is metropolitan Sydney. Target audience lives and conducts their life in thegreater suburban area of Sydney, with a specific focus on the areas of more notablepopulation density, and areas where there is a greater propensity for households with two ormore children, i.e. Western Sydney.When do we talk to themAs a FMCG, this has a very short purchase cycle, and may even be purchased several timesa week. The target needs to be reminded several times leading into a purchase toencourage brand shifting, to aide recall and help differentiate from competitor brands at thesupermarket shelf.Creative requirementsThe product packaging and contents will need to be shown to visibly highlight the qualitydifference. To invoke desire for the product and develop consumer interest, colour andmovement would be used.JADDAN BRUHN Page 4 View slide
  • FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanMedia Plan BudgetJanuary to March 2011SAFCOL TunaJAN JAN JAN JAN FEB FEB FEB FEB MAR MAR MAR MAR MAR TOTAL2-8 9-15 16-22 23-29 30-5 6-12 13-19 20-26 27-5 6-12 13-19 20-26 27-31Radio2Day FM (mon-fri x 4breakfast)6,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.006,000.00 $78,000MagazineWomans Day - Full PageColour (NSW only) 307 x 230 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 $374,075Aust Womens Weekly - FullPage Colour (NSW only)285x230 24,495 24,495 24,495 $73,485Onlinedailytelegraph.com.auLeaderboard (728x90pixels) -weekly 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 $146,250Womans Day eDM (weeklynewsletter) 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 $26,000Sub Total $697,810cost pertarp TOTALTelevisionSydneyChannel 7 50.00 50.00 50.00 50.00 50.00 50.00 50.00 50.00 2,500.00 1,000,000.00Channel 9 25.00 25.00 25.00 25.00 25.00 25.00 25.00 25.00 2,000.00 400,000.00Sub Total$1,400,000.00FINAL TOTAL$2,097,810.00JADDAN BRUHN Page 5
  • FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanThe Creative BriefClient: SAFCOLBrand: SAFCOL Canned TunaDate: 29/09/2010Account Director: Jaddan BruhnCreative Team: Jaddan BruhnRole for AdvertisingIncrease sales of SAFCOL canned tuna products by 11% whilst growing market share of canned tuna categoryby 4% during campaign period. Improve perception of SAFCOL canned tuna as the healthiest choice for myfamily by 35% in the target audience, and increase their perception that SAFCOL canned tuna is the bestquality product in its category by 25%.Target AudienceDemographics – Females, 25-45, married with children, employed and stay at home mothers, residing ingreater suburban Sydney.Psychographics – Conventional Family Life, grocery buyers, managing competing constraints of balancingfamily budget, keeping up with mortgage payments, providing for needs of growing family, whilst makingaffordable healthful choices to support family’s nutritional requirements. Weekend time is spent entertainingat home and on outdoor activities with the children.Behaviour and usage – Canned tuna is more likely to be consumed on a weekday, and is perceived to be ahealthy choice. Large size cans of tuna are used as a main ingredient in family dinners & the target buysseveral in advance of use to keep on hand “in-case” due to long shelf-life, medium size cans are used for saladlunches at home, or consumption straight from the can at work, and the small size cans are used for snack orlunchtime consumption straight from the can at school or work, and purchase volume reflects volume ofconsumers in the home times the days of the week.Key consumer insight – Eating tuna straight from the tin at lunch means I don’t need to take a sandwich, so Ican reduce my carbohydrate intake – with SAFCOL it looks and tastes as though I am eating something real.Key Thought or USP – SAFCOL Tuna serves flavour straight from the sea.Support – SAFCOL is the only tuna canned fresh and never frozen. It also employs a unique “single-cooking”process it pioneered that produces a healthier, better quality canned tuna product.Tone and Manner - Informative, bright, contemporary, enticing.Desired Mediums – TVC, Print (magazine), radio, online banner, electronic direct mail.Budget - $2,000,000Timing - Jan – Mar 2011Mandatories - SAFCOL logo, online links (company website & social media), package shot, product shot.JADDAN BRUHN Page 6
  • FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media PlanThe Creative BriefClient: SAFCOLBrand: SAFCOL Canned TunaDate: 29/09/2010Account Director: Jaddan BruhnCreative Team: Jaddan BruhnRole for AdvertisingIncrease sales of SAFCOL canned tuna products by 11% whilst growing market share of canned tuna categoryby 4% during campaign period. Improve perception of SAFCOL canned tuna as the healthiest choice for myfamily by 35% in the target audience, and increase their perception that SAFCOL canned tuna is the bestquality product in its category by 25%.Target AudienceDemographics – Females, 25-45, married with children, employed and stay at home mothers, residing ingreater suburban Sydney.Psychographics – Conventional Family Life, grocery buyers, managing competing constraints of balancingfamily budget, keeping up with mortgage payments, providing for needs of growing family, whilst makingaffordable healthful choices to support family’s nutritional requirements. Weekend time is spent entertainingat home and on outdoor activities with the children.Behaviour and usage – Canned tuna is more likely to be consumed on a weekday, and is perceived to be ahealthy choice. Large size cans of tuna are used as a main ingredient in family dinners & the target buysseveral in advance of use to keep on hand “in-case” due to long shelf-life, medium size cans are used for saladlunches at home, or consumption straight from the can at work, and the small size cans are used for snack orlunchtime consumption straight from the can at school or work, and purchase volume reflects volume ofconsumers in the home times the days of the week.Key consumer insight – Eating tuna straight from the tin at lunch means I don’t need to take a sandwich, so Ican reduce my carbohydrate intake – with SAFCOL it looks and tastes as though I am eating something real.Key Thought or USP – SAFCOL Tuna serves flavour straight from the sea.Support – SAFCOL is the only tuna canned fresh and never frozen. It also employs a unique “single-cooking”process it pioneered that produces a healthier, better quality canned tuna product.Tone and Manner - Informative, bright, contemporary, enticing.Desired Mediums – TVC, Print (magazine), radio, online banner, electronic direct mail.Budget - $2,000,000Timing - Jan – Mar 2011Mandatories - SAFCOL logo, online links (company website & social media), package shot, product shot.JADDAN BRUHN Page 6