2. In this brief, the client is Iceland, a supermarketcompany with a particular
focus on low-budgetgroceries such as frozen food products.
The requested media productis an advertising campaign centred around three
new ranges of products to be sold: Kids Crew, Pizzas and Christmas lines. Itis
also has the objective of making the target audience more curious aboutthe
products that Iceland sells.
The advertising campaign will need to be prepared for the startof the
Christmas season, as that is one of the core aspects of the product branding.
The client’s intended audience is mothers who are often busy and trying to
manage feeding a family on a relatively tight budget. There is also an aspect of
the advertising that is particularly targeted at people in this demographic who
do not explore to see whatIceland has stocked, instead going for items on
price-off sales, or particular favourites of that customer.
In terms of ethical and legal constraints, this productmustbe suitable for use
in the advertising timeslots of a daytime television show, or on posters and
magazine adverts. This means that there must be no active or directly implied
violent or sexual themes in the advertising. Another issueis that the
advertising will be desired to avoid any heavily politically or ethically charged
views in its subjectmatter.
