I have chosen to make an advertisement for the product "Hellmann's Mayonnaise".
Target Audience
The target audience is a modern audience, quoted "Modern open minded individuals who love 'real' food." Also, the target audience is families and young adults, implied when the brief says "Families and young adults are the biggest squeezy fans." So I think that the advert should be constructed around a friendly, non-aggressive idea, with a short plot that could be easily understood by passive viewers, and young adults. I also think that it should be made in a comical way for families to enjoy, while selling the product and advertising it effectively.
The brief says that "Eating is a real source of pleasure - they enjoy eating not simply for the food itself but for the social side; sharing good real food with their family and friends."
I believe that the brief is implying that Hellmann's Mayonnaise should be used on all occasions, not just dinner time. I think it suggests that Hellmann's should be used at special times of the year e.g Christmas, birthdays, significant holidays.
Business Opportunity
The business opportunity is that squeezy bottles are working well in the dressings market. According to the brief, "squeezy bottles are the fastest growing segment in the dressings market, and also cropping up in the spreads market."
The opportunity is therefore to launch the new and improved squeezy pack in Spain, Portugal, France, Italy, UK, Ireland and Greece.
What Hellmann's want people to do as a result?
The brief for Hellmann's advert wants the audience to do the following things after they have seen the advert:
- They want people to go out and try the new 'squeezy' bottle for themselves, so the advert should be driven towards that aspect of the advertisement, and the 'squeezy' element of the product should have a high emphasis.
- They also want people to feel free to use their Hellmann's however they like, so I think the advert should portray the different ways you can use the Hellmann's product daily with the different meals of the day.
- Finally, they want people to believe that no matter how they use the squeezy bottle, "Hellmann's always hits the (taste) spot". I think the advertisement should put a higher emphasis on a satisfied person after they have used the bottle and tasted the mayonnaise.
The structure of the brief is simple. The layout of the brief is set under different headings. Each heading of the brief explains how the product is planned to be portrayed in the advertisement.
The business opportunities and their target audience is explained clearly and as a professional it is done well.
Professional development
I believe that this assignment can improve my professional development in the media industry.
While working on this assignment I am improving my development of working with a professional brief, and following the demands of the brief.
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