Waitrose pt.II
Campaign Strategy
To make the advertisements work, they must be a consistent with the brand. To do this, the obvious choice was to continue the quest for an emotive response in the reader, generated through the use of ‘naff nostalgia’.
The memories triggered by seeing a tacky family photo on a packet of sweets was the link needed to engage with the audience when in the store, and so the same method could be used to attract their attention when out of context.
As original photographs were used, not stock images, a lot of the copy for the ads came from the back of the photo, adding to the authenticity of the campaign.
The four press ads, intended for either magazines or billboards, use a large photograph from the era to grab the attention of the audience, while the strap line and pack shot link the memories to the product.
The email and direct mail adverts could afford to be slightly wordier and bring in the line ‘rediscover the taste of your childhood’. They also feature a discount on the sweets, to encourage the recipient to buy the product. These vouchers carry a barcode making the campaign’s success accountable.
Billboard/Print Ads
Direct Mail
Degree Show
The cabinet shown below was the point of sale unit used to display the final sweet packets at Birmingham City’s degree show. The piece of furniture was a perfect way of displaying the material, as it is very reminiscent of the era, especially when decorated with picture frames and a rug. Each shelf and window was put to full use on the cabinet, there was even space in the centre for a novelty-sized bag!
To the side of the cabinet was an A0 VSP showing the journey of the design process. The VSP used the form of shelves to display each major stage in the project, giving a comprehensive navigation through the decision making process.
This cabinet is how the project was displayed at the degree show. We took some furniture and ornaments that would be familiar with the target audience and set the scene for the sweet packets as well as providing frames for the print adverts. In the centre of the cabinet was a large space for shelves, which got replaced by a blown up version of one of the bags.
This brief was set by the Graeme Robertson Trust Awards.
