Iceland supermarket is launching new product lines for kids, pizzas, and Christmas items. They want an advertising campaign to promote these lines and make their target audience - busy mothers on a budget - more aware of Iceland's products. The ads must be appropriate for daytime TV and magazines and avoid political or controversial themes. They need to be ready for the start of the Christmas season.

1. Creative Brief Example – Advertising

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.
In terms of opportunities for self-development, there are a number of different
possibilities for this type of brief.
Communication: working on this brief would require communication between
the worker and the client, to examine the needs of the client fromthe product
involved, such as content, deadlines, and production progress.
Time management: Since the advertisementis designed for and produced for a
specific time of year (winter, since one of the lines of products is the Christmas
line) the productwill mostlikely need to be prepared a number of weeks or
months earlier than when it will go into use: since it will need to be examined
and prepared to be put through the televising process for commercial
advertising, and the physicalproduction process for other types of advertising
such as posters, flyers, etc. As such, time would need to be managed for a

3. shorter amount of time, so the development and production process will need
to be tightly managed.
Technical skills: the production of this advertising campaign will need skills in
creative design, particularly in the field of visualmedia. Working on this type of
brief would develop skills in applying communication to media texts in order to
attract a larger amount of customers to the store.
Career progression: This typeof brief could give you the experience and skills
required to move on to work for a number of media and visualbased products,
including advertising, concept art, marketing, video and audio production, or
visualdesign for products.