MILLENNIALS AND INSECTS AS FOOD
A N N A B AT T 200966350
1
CONTENTS
6 - 1 5
MILLENNIALS
4 2 - 4 7
1 6 - 2 3
INSECTS
4 8 - 7 1
C R E AT I V E C O N C E P T S
2 4 - 3 1
INSECTS AS FOOD
7 2 - 8 8
SOLUTION
3 2 - 3 5
I D E A G E N E R AT I O N
8 9 - 9 1
REFERENCE LIST
3 6 - 4 1
FA S T F O O D
9 2 - 1 O 1
I D E A C O N S O L I D AT I O N
FIGURE LIST
3
HEDONIC
H E A LT H Y
R E L A T I N G T O , C H A R A C T E R I Z E D B Y, O R C O N S I D E R E D I N T E R M S O F P L E A S A N T ( O R U N P L E A S A N T ) S E N S A T I O N S . CARBON
‘ C H A N G E O N E I N S E C T AT A T I M E ’ I N S TA N T G R AT I F I C AT I O N
PERSONAL PLEASURE
CREDIT CRUNCH
CRUNCH
TA S T E
WHEY
GREENHOUSE GASES
C L I M AT E C H A N G E SMALL
BETTER THAN BEEF
PROTEIN
‘BUGGED BY’
AFFORDABLE
FITNESS C O M PA N I E S / SUPERMARKETS
‘ H E AT ’ POCKET SIZE SNACK LEGS
‘BE THE CHANGE’
GYM SNACK
EMPHASISE PICK YOUR OWN SOMETHING ‘HAS LEGS’
CINEMA SNACK
HIPSTER
# LOUD
FIG 2
INDULGENCE
TREND SETTING
LUXURY
I N S TA G R A M M A B L E
WAY S I T C A N B E E AT E N
‘LET THEM E AT B U G S ’ S U S TA I N A B L E ENTOMOPHAGY GIVES THE CREEPY CRAWLIES
TRUFFLES
TURN IT ON ITS HEAD
LINK TO HIGH END FOODS
GLOBAL
‘2 BILLION PEOPLE ENJOY ... WORLDWIDE, YOU CAN BE THE FIRST ...’
N AT U R A L
ORGANIC
FA S T F O O D TROPICAL
EXOTIC
CARB A LT E R N A T I V E
T R A N S PA R E N T S O U R C I N G
H E A LT H TREND
RAW - NO NEED TO COOK
5
CAULIFLOWER RICE
COURGETTI
APPEALING TO STUDENTS
V E R Y W E L L E D U C AT E D 36% OF MILLENNIAL FEMALES AND 26% OF MILLENNIAL M A L E S H AV E A B AC H E L O R D E G R E E SINGLE 5 7 % H AV E N E V E R B E E N M A R R I E D
MILLENNIALS
GEN
Y
18 - 34
PA R E N T S THOUGH MANY ARE SINGLE, 1-IN-4 MILLENNIALS ARE N O W PA R E N T S
CITY DWELLERS 88% OF MILLENNIALS LIVE IN METRO AREAS
MILLENNIALS
MINORITIES O N LY 5 6 % I D E N T I F Y A S W H I T E . M I L L E N N I A L S A R E M O R E L I K E LY T O B E R A C I A L O R E T H N I C M I N O R I T I E S T H A N P R E V I O U S G E N E R AT I O N S
(MEDIAKIX, 2018)
7
FIG 5 FIG 4 FIG 3
MILLENNIALS
FIG 7
9 FIG 6
MILLENNIALS
FIG 8 FIG 9
11
TECH USE
6 3 % O F M I L L E N N I A L S S TAY U P D AT E D O N B R A N D S T H R O U G H S O C I A L N E T W O R K S ( C H E N , 2 0 1 6 )
P U R C H A S I N G B E H AV I O U R
M I L L E N N I A L S A R E F A R L E S S L I K E LY T O B U Y S O M E T H I N G B E C A U S E I T ’ S C O N V E N I E N T, S O M E T H I N G M A N Y C O M P A N I E S C A P I T A L I Z E O N . R AT H E R , T H E Y ’ R E F O C U S I N G O N VA L U E ( M A R T I N , 2 0 1 7 )
S M A R T P H O N E S A R E T H E M O S T P O P U L A R D E V I C E W I T H M I L L E N N I A L S A S 7 I N 8 M I L L E N N I A L S O W N O N E ( F L U E N T, 2 0 1 7 ) 4 6 % O F M I L L E N N I A L S R E LY O N S O C I A L M E D I A W H E N M A K I N G P U R C H A S E O N L I N E ( C H E N , 2 0 1 6 ) W H I L E S T I L L T H E TO P N E T W O R K , FAC E B O O K I S FA R L E S S I N F L U E N T I A L W I T H M I L L E N N I A L S T H A N I T I S W I T H O L D E R G E N E R A T I O N S ( F L U E N T, 2 0 1 7 )
MILLENNIALS SPEND ABOUT 27 HOURS CONSUMING ONLINE MEDIA (WADE, 2017)
T H E Y W I L L H AV E T H E M O S T S P E N D I N G P O W E R O F A N Y G E N E R AT I O N B Y 2 0 1 8 ( A N T O N O W, 2 0 1 7 )
M I L L E N N I A L S ’ C O N C E R N W I T H H E A LT H , C O M B I N E D W I T H A N I N C R E A S I N G P A S S I O N F O R E N V I R O N M E N T A L I S S U E S , I S C O N T R I B UTING TO HIGHER ORGANIC FOOD SALES (GOLDMAN SACHS, 2016)
MILLENNIALS SPEND ABOUT 25 HOURS PER WEEK ONLINE (WOODS, 2016)
T H E F I R S T G E N E R A T I O N T O G R O W U P O N L I N E ( Y O U G O V, 2 0 1 6 )
6 9 % O F M I L L E N N I A L S W A N T B U S I N E S S E S T O B E T T E R F A C I L I T A T E C U S T O M E R S G E T T I N G I N V O LV E D I N S O C I A L I S S U E S ( D O N N E L LY, 2 0 1 6 )
D ATA S H O W S T H AT A L M O S T A L L O F T H E M U S E T H E I N T E R N E T A S T H E I R M A I N S O U R C E O F I N F O R M AT I O N , S O M E T H I N G W H I C H N O T A B LY L E S S E N S W I T H A G E ( Y O U G O V, 2 0 1 6 )
U S E R G E N E R A T E D C O N T E N T I S A G R E A T W A Y T O P U S H M I L L E N N I A L S F U R T H E R D O W N T H E C O N V E R S I O N F U N N E L , E S P E C I A L LY S I N C E T H E Y T R U S T I T 5 0 % M O R E T H A N A N Y O T H E R T Y P E O F M E D I A ( D O N N E L LY, 2 0 1 6 )
T H E Y D O M I N A T E S O C I A L M E D I A U S E W I T H A L M O S T T W O T H I R D S ( 7 2 % ) U S I N G I T ( Y O U G O V, 2 0 1 6 )
F O U R I N T E N ( 3 9 % ) U N D E R - 3 5 S B E L I E V E T H E I D E A O F T H E “ N U C L E A R F A M I LY ” I S O U T D A T E D . T H I S I S C O M P A R E D T O 3 3 % O F 3 5 5 4 Y E A R - O L D S A N D 2 4 % O F T H E O V E R - 5 5 S ( Y O U G O V, 2 0 1 6 )
MILLENNIALS
M I L L E N N I A L W O M E N S P E N D A G R E AT E R P O R T I O N O F T H E I R O N L I N E T I M E O N T H E I R S M A R T P H O N E S T H A N M I L L E N N I A L M E N ( F L U E N T, 2 0 1 7 )
C O M PA R E D W I T H B A B Y B O O M E R S , M I L L E N N I A L S WAT C H L E S S T V ( - 4 3 % ) , L I S T E N T O T H E R A D I O L E S S ( - 6 0 % ) A N D R E A D F E W E R N E W S P A P E R S A N D M A G A Z I N E S ( - 6 7 % ) . M I L L E N N I A L S ’ I N T E R E S T L I E S I N C R E A S I N G LY W I T H O N L I N E T V A N D O N L I N E V I D E O S . T H E Y U S E S O C I A L M E D I A A S M U C H A S 1 0 0 % M O R E T H A N B A B Y B O O M E R S ( E X PA N D O N L I N E , 2 0 1 7 )
13
M O S T P O S I T I V E LY T A L K A B O U T B R A N D S A M O N G S T M I L L E N N I A L S FIG 11
FIG 12
NETFLIX ADVERTISING SOCIAL MEDIA AND NETFLIX ORIGINAL ADVERTORIALS
Rather than traditional advertising, Netflix uses tentpoles
to
advertise
themselves.
Personalised
FIG 13
recom-
mendations are made between episodes for other Netflix originals, using the advertising method of content stickiness (West, 2018). FIG 15
MILLENNIALS
FIG 16
FIG 14
FIG 10
15
FIG 18 FIG 17
FIG 19
OV E R 1 M S P E C I E S O F I N S E C T S H AV E B E E N D I S C OV E R E D A N D D E SCRIBED I T I S E S T I M AT E D T H AT T H E R E M AY B E A S M A N Y A S 1 0 M S P E C I E S O N EARTH T H E R E A R E A P P R O X I M A T E LY 1 . 4 B I N S E C T S F O R E V E R Y P E R S O N O N EARTH T H E T O TA L W E I G H T O F A L L T H E I N S E C T S I S A B O U T 7 0 T I M E S M O R E THAN ALL THE PEOPLE
INSECTS
ENTOMOLOGY
S C I E N T I S T S E S T I M AT E T H AT I N S E C T S M A K E U P T O 9 0 % O F A L L S P E C I E S O F A N I M A L S O N T H E P L A N E T A N D M O R E T H A N H A L F O F A L L L I VING THINGS.
I N S E C T S H AV E B E E N A R O U N D F O R M O R E T H A N 3 5 0 M I L L I O N Y E A R S , LONGER THAN THE DINOSAURS AND FLOWERING PLANTS.
INSECTS
I N S E C T S C A N B E F O U N D I N A L M O S T E V E R Y H A B I T A T, F R O M M O U N T A I N RANGES COVERED IN SNOW TO THE HOTTEST DESERTS ON THE PLANE T.
THE LARGEST KNOWN ORDER OF INSECTS IS COLEOPTERA (BEETLES), S O M E 3 0 0 , 0 0 0 TO 4 0 0 , 0 0 0 S P E C I E S O F B E E T L E H AV E B E E N D E S C R I B E D T O D AT E ( R O Y A L E N T O M O L O G I C A L S O C I E T Y, 2 0 1 8 )
17
FIG 20
FIG 22
M AY F L I E S O R U P W I N G F L I E S
B R I S T L E TA I L S
EPHEMEROPTERA A R C H A E O G N AT H A O R MICROCORYPHIA
A P T E R Y G O TA WINGLESS PRIMITIVE INSECTS
P O LY N E O P T E R A
O D O N ATA
FIG 21
S I LV E R F I S H A N D F I R E B R AT S
INSECTS
ZYGENTOMA
FIG 23
DRAGONFLIES AND DAMSELFLIES 19
FIG 24
FIG 27
COCKROACHES, TERMITES AND MANTIDS
BEETLES
DICTYOPTERA COLEOPTERA
FIG 25
E N D O P T E R Y G O TA
HYMENOPTERA
FIG 28
ANTS, BEES AND WASPS
STICK-INSECTS
PHASMIDA
ORTHOPTERA
FIG 26
LACEWINGS
INSECTS
NEUROPTERA
P O LY N E O P T E R A
FIG 29
GRASSHOPPERS, CRICKETS AND BUSH-CRICKETS 21
MOST INSECTS ARE 100% EDIBLE, PA R E D W I T H A B O U T 4 0 % O F A C O W
COM-
M E A L W O R M S P R O D U C E O N LY B E T W E E N 1 % AND 10% OF THE GREENHOUSE GAS PER KILOGRAM PRODUCED BY PIGS
FIG 30 FIG 31
MANY INSECTS ARE HIGH IN CALCIUM, ZINC, IRON AND PROTEIN BEETLES MAKE UP 40% OF ALL RECORDED EDIBLE INSECT SPECIES
( PAY N E , 2 0 1 8 )
FIG 33
The majority of existing adverts using insects as either the focal point or an aspect of the advert use realistic photos rather than drawings or cartoons. In a food-related context this would make the insects seem more realistic as a food rather than merely the notion of an insect that one could eat.
FIG 34
FIG 36 FIG 35
INSECTS
FIG 32
23
FIG 42
FIG 41 FIG 38
FIG 37
FIG 40
FIG 43
INSECTS AS FOOD
FIG 44
FIG 39
25
FIG 45
INSECTS AS FOOD 27
Opportunity for advertising campaigns to push this prediction, in Europe as well as North America and ensure that all generations are targeted, rather than just the Baby Boomers with a higher disposable income
FIG 46
High-end packaging which would be advertised in a similar manner Implies that consumers would be receptive of correctly targeted insect advertisement
INSECTS AS FOOD
It has previously been attempted to advertise insects as a quirky and alternative food, which has been unsuccessful. This shows the need to normalise the food group and present it in a familiar context
FIG 47
I f a c c e s s i b i l i t y i s a b a r r i e r, c o n s u m ers need to be made aware of how and where to buy insects Necessity for insects as food to become normalised and compared to other types of food that the Western world are used to
29
FIG 48
FIG 49
E AT G R U B
INSECTS AS FOOD
FIG 50
Eating insects is advertised as being a revolution, an adventure and something different. Whilst this may be effective in drawing in those with a higher disposable income and able to experiment with more expensive snacks, the notion of being adventurous with food may not be as appealing to millennials. Their price sensitivity means that they may be less inclined to switch from what they are familiar with, thus advertising should look to address this.
31
ABOVE THE LINE
BELOW THE LINE
I D E A G E N E R AT I O N 33
SUMMARY AND INITIAL CONCEPTS
1 .
BUGS ON A BUDGET
Eating insects as a more affordable alternative to expensive healthy snacks such
as nuts and protein bites. With them being more affordable, the insects are appealing to millennials on a budget
and parents seeking out affordable lunchbox snacks for children. If advertised
as both a cheap alternative to fast food and an affordable health food alternative, insects could appeal to a broad
target market.
2 .
INSECTS AS PROTEIN
Advertising insects as a high in protein snack or meat alternative appeals to the
g y m a n d p r o t e i n d r i v e r c o n s u m e r. P r e s e n t i n g t h e s e i n t h e f o r m o f p r o t e i n s n a c k s o r p o w d e r, i n s t e a d o f w h e y a n d
using buzzwords such as ‘lean’ allows these to be presented using both above
and below the line strategies. Also comparing these to ‘laddish’ culture of drinking and taking drugs, and offering
insects as a favourable alternative indirectly promotes a healthier lifestyle.
4 .
S U S TA I N A B U G S
T R E AT Y O U R S E L F
Insects are a more sustainable alternative to meat and fish, thus presenting them
in this light promotes the need to eat them to preserve the environment rather than the hedonistic benefits of
d o i n g s o . T h i s w o u l d a p p e a l t o t h e e n v i r o n m e n t a l l y c o n s c i o u s c o n s u m e r, w h i l s t
a l s o p r e s e n t i n g t h e m a s a n a t u r a l a n d o r g a n i c s n a c k w o u l d d r a w i n a s i m i l a r c o n s u m e r.
Selling bugs as a luxury product, comparable or able to be combined with hedonic
treats such as chocolate and cake. Playing with ad visuals and turning these recognisable luxuries on their head
promotes insects in both a familiar and desirable light to alter stereotypes and
subsequent purchasing habits.
I D E A G E N E R AT I O N
3 .
35
FIG 54
FIG 51
FIG 53
FIG 52
FA S T F O O D 37
S U B WAY
KFC
B U G WAY
KFC
KENTUCKY FRIEND COOTIE
G R U B WAY
FFB
FRICKA FRESH BUG
FIG 55
FIG 61
E AT F R E S H , E AT F L E S H
IT’S FINGER LICKIN’ GOOD
#SEARCHFORBETTER
‘ I T R U LY B E L I E V E I N T H I S ’
FOUNDED ON FRESH ‘IN MY HUMBLE OPINION ITS PURE GENIUS’
TA S T E S G O O D F E E L S G O O D FIG 56
S U B O F T H E D AY:
FIG 57
FIG 62
THINK OUTSIDE THE BUCKET
FIG 58
T H E S E L E G S W E R E M A D E F O R E AT I N
D I F F E R E N T D AY D I F F E R E N T B U G
T H E S E C L E G S W E R E M A D E F O R E AT I N THESE DADDY LONGLEGS WERE MADE FOR
FIG 63
E AT I N
SEASONAL BUG FIG 59
FA S T F O O D
SEASONAL SUB:
MINDFULLNESS
39 FIG 60
FIG 64
FIG 65
FIG 66
MCDONALD’S SUBWAY
I’M LOVIN’ IT PHOTOS OF PEOPLE WHO AL-
SUBWAY
SUBWAY
FIG 69
R E A D Y E AT I N S E C T S
FIG 76 FIG 68
I N S E C T B U R G E R T H AT L O O K S LIKE MCDONALD’S FOODS:
KFC
BUGMAC F I L L E T- O - S I LV E R F I S H
FIG 67
FIG 71
FIG 70
KFC
KFC
KFC
KFC
FIG 77
It’s finger lickin’ good
Z E B R A C R O S S I N G R O A D M A R K I N G S : C AT E R P I L L A R S / CENTIPEDES FIG 72
FA S T F O O D
F R E E B U G S & F R E S H B U G S I N S TA L L AT I O N S
It’s finger lickin’ good
E X T R A F R E S H B U G S . O N LY 1 0 K M
TA L L , D A R K A N D H A N D S O M E
FIG 73
FIG 74
McDonald’s
McDonald’s
McDonald’s
i’m lovin’ it
i’m lovin’ it
i’m lovin’ it
TRACK MY BUGS
FIG 75
FIG 78
41
BELOW THE LINE ABOVE THE LINE
I D E A C O N S O L I D AT I O N 43
CHOSEN DIRECTION
BUGS ON A BUDGET
I D E A C O N S O L I D AT I O N
The theme of bugs on a budget will be focused on for further idea development, with advert proposal and generation centring around existing fast food logos, strap-lines and adverts. Based on the 2016 statistic that 1 in 6 young people e a t f a s t f o o d t w i c e a d a y, a n d J u s t E a t ’s 2 0 1 7 v a l u a t i o n a t £ 5 . 6 b n , c o n s u m p tion of fast and convenient food is continuing to be on the up (BBC, 2016; The Guardian, 2017). With millennials contributing to the surge in fast food, and b e i n g a n e a s i l y i n f l u e n c e d t a r g e t m a r k e t , p a r t i c u l a r l y d i g i t a l l y, t h i s d i r e c t i o n suits both the consumer and the product. The following four techniques ident i f i e d b y Ta y l o r ( 2 0 1 8 ) i n h i s p a p e r , G e n e r a t i o n a l R e s e a r c h a n d A d v e r t i s i n g t o Millennials, will be used to communicate with and advertise to the millennial consumer: 1. Ads with artsy creative and high visual impact often score with millennials 2. Corporate social responsibility can be highly effective 3. Capitalising on the nature of the relationship millennials have with brands 4 . U s e q u i r k y, o f f b e a t h u m o u r
45
WHY WOULD THEY USE IT AGAIN? T A S T E , C O N V E N I E N C E , H E A LT H , T R E N D A N D H Y P E
HOW COULD IT GROW? A C R O S S A D V E R T I S I N G P L AT F O R M S I N T E R A C T I V E I N S TA L L AT I O N S W H A T P R O B L E M I S I T S O LV I N G ? INSECTS AS
O B E S I T Y, D I A B E T E S , F A S T F O O D M O N O P O LY, S T I G M A O V E R E A T I N G I N S E C T S , H I G H P R I C E O F M E A T, C A R B O N F O O T P R I N T A S S O C I A T E D W I T H M E A T ( P A R T I C U L A R LY B E E F )
W H AT M A K E S I T D I F F E R E N T ? U S P O F H E A LT H Y F A S T F O O D , O F F E R I N G A N A LT E R N A T I V E T O U N H E A LT H Y F A S T F O O D T U R N I N G T H E N OT I O N O F FA S T F O O D O N I T S H E A D
WHEN IS IT FOR?
PRESENTING INSECTS IN AN APPEALING AND DELECTIBLE LIGHT
LUNCH, DINNER, POST NIGHT OUT
I D E A C O N S O L I D AT I O N
FA S T F O O D
W H AT N E E D I S I T M E E T I N G ? F A S T F O O D T H A T I S S U S T A I N A B L E A N D H E A LT H Y, T I G H T B U D G E T, Q U I C K A N D E A S Y S N A C K
47
DADDY LO NG
T O P I C :
KFC
R A T I O N A L E :
Ta k i n g a n e x i s t i n g K F C a d v e r t , w i t h a r e c o g n i s a b l e c o l o u r s c h e m e and typography and correcting what is wrong with it to produce an insect alternative. Whilst the same typeface is used to merge the i n s e c t a n d K F C t e x t t o g e t h e r a n d p r o d u c e a s e n s e o f s y n e r g y, t h e i m -
and provide an obsious comical value to the advert.
Font:
Impact Regular
Colour scheme: from KFC advert
C R E AT I V E C O N C E P T S
age is in cartoon form to distinguish it from the photo of the chicken
FIG 79
49
T O P I C :
KFC
R A T I O N A L E :
Using the KFC logo, that is immediately recognisable to the consumer with just a glance, the same font and colour is used in the customisation beneath. This causes the viewer to look further and draws the eye to the insect-related addition to the advert, holding their attention for longer and changing the meaning of the brand that they
FRIED
COOTIE
sects, in this case Cooties, in a fast food related light, making them s e e m m o r e f a m i l i a r a n d a p p e a l i n g . L a t t e r l y, t h e l o g o h a s b e e n t a k e n out of the adverts, to leave the KFC initials in order to strip away the corporate branding.
Font:
Charter Black Italic
C R E AT I V E C O N C E P T S
KENTUCKY
associate it with. This not only pokes fun at KFC, but also places in-
Colour scheme: from KFC advert FIG 80
51
FRIED
COOTIE
RIED
OOTIE
C R E AT I V E C O N C E P T S
KENTUCKY
ENTUCKY
53
C R E AT I V E C O N C E P T S
BUGWAY
55
T O P I C :
S U B WAY
R A T I O N A L E :
Using the Subway logo and strap-line, that are immediately recognisable due to their consistent colour scheme and fonts allows for manipulation of the words themselves. This causes the viewer to look further and draws the eye to the insect-related addition to the advert, holding their attention for longer and changing the meaning of the brand that they associate it with. Swapping sub for bug associates the bugs with sandwiches and sandwich fillings, making them seem more familiar and appealing. Maintaining the ‘eat fresh’ slo-
Bug
gan emphasises the freshness and healthiness of insects in relation to fast food options, whilst the placement of bug in the logo implies that eating bugs is the way forward. Removing the slogan and exact font, yet upholding the
tle tone to the advert. Adapting existing Subway adverts links the similarities b e t w e e n s a n d w i c h f i l l i n g s a n d i n s e c t s i n a m o r e o b v i o u s w a y, e m p h a s i s i n g the range of edible insects, thus could be used in conjunction with more subtle text advertising to influence as broad a millennial market as possible.
Font:
C R E AT I V E C O N C E P T S
colour scheme strips away the corporate branding and providing a more sub-
Impact Regular, Helevitica Neue Condensed Bold,
Helevitica Neue Bold Colour scheme: from Subway logo and advert FIG 81, FIG 82
57
RED BULL
R A T I O N A L E :
Altering the traditional Red Bull cartoons and playing with the slog a n ‘ R e d B u l l g i v e s y o u w i i n g s ’ t o a d o p t t h e b r a n d ’s t e c h n i q u e o f promoting a comical benefit of its consumption. This technique app e a l s t o t h e m i l l e n n i a l g e n e r a t i o n w h o r e s p o n d t o q u i r k y, o f f b e a t humour in advertising.
Font:
Helevitica Neue Condensed Bold
Colour scheme: from Red Bull advert FIG 83, FIG 84
C R E AT I V E C O N C E P T S
ROACHES GIVE YOU WIIINGS.
T O P I C :
59
T O P I C :
MCDONALD’S
R A T I O N A L E :
A d a p t i n g a M c D o n a l d ’s a d v e r t w h i c h d e s c r i b e s f r i e s a s b e i n g t a l l , blonde and gorgeous and applying it to an edible insect. The common catchphrase ‘tall, dark and handsome’ is applied to this to promote a comical sense of desire and to reduce the stereotype of
Tall, dark and handsome.
insects being dirty and disgusting. Using a similar technique, the M c D o n a l d ’s a n d K F C s l o g a n s a r e a p p l i e d t o a n i m a g e o f a g l a m o r o u s woman eating an insect, using their same respective typography and
also transforms insects into a luxury snack as a result of the type of person seen to be eating them, thus creating a character that the consumer aspires to become.
Font:
H e l e v i t i c a N e u e B o l d , N ote wo rthy B o l d ,
C R E AT I V E C O N C E P T S
colour scheme. Not only does this normalise insects as food, but it
Futura Bold C o l o u r s c h e m e : M c D o n a l d ’s r e d a n d y e l l o w t o n e s FIG 85, FIG 86
61
i’m lovin’ it
It’s finger lickin’ good
C R E AT I V E C O N C E P T S 63
T O P I C :
MCDONALD’S
R A T I O N A L E :
Using the classic McDonalds Big Mac and simply changing one letter or manipulating an image gives the advert a whole new meaning. M a i n t a i n i n g t h e b r a n d ’s c o l o u r s c h e m e a n d t y p o g r a p h y a n d t h e e s sence of the imagery ensures that it is still recognisable as being McDonalds in order to link bugs to desirable fast food. Building upon this, these adaptations are presented in a simplistic text form using t h e r e c o g n i s a b l e M c D o n a l d ’s t y p o g r a p h y a n d c o l o u r s c h e m e . T h i s plays with consumer expectations by stripping away the corporate
BugMac
for longer than if eating bugs was presented as an unfamiliar and unachievable concept. This not only pokes fun at McDonalds and encourages the consumer to ‘bug it’, but also places insects in a fast food related light, making them seem more appealing to millennials.
C R E AT I V E C O N C E P T S
branding, causing them to look further and holding their attention
i’m buggin’ it
Font:
Helevitica Neue Bold, Futura Bold
C o l o u r s c h e m e : M c D o n a l d ’s r e d a n d y e l l o w t o n e s FIG 87
65
C R E AT I V E C O N C E P T S
BugMac
i’m buggin’ it
67
Think different.
C R E AT I V E C O N C E P T S
Think different.
69
T O P I C :
APPLE
R A T I O N A L E :
Ta k i n g A p p l e ’ s s l o g a n ‘ t h i n k d i f f e r e n t ’ a n d m a i n t a i n i n g t h e m o n ochrome colour palette and font is a different technique to those e x p e r i m e n t e d w i t h p r e v i o u s l y. T h e s l o g a n i s n o t m a n i p u l a t e d i n a n y way but presented in a different context, one with insects, gives the phrase a new meaning. In this sense, the advert encourages the
a pest that eats their food, but as a food in themselves. This subtle message encourages the digitally native millennial to think beyond the slogan, without specifically depicting the adverts purpose.
Font:
Minion Pro
C R E AT I V E C O N C E P T S
public to think differently about insects, and see them not only as
C o l o u r s c h e m e : B l a c k & W h i t e m i m i c k i n g A p p l e ’s l o g o FIG 88, FIG 89
71
SOLUTION
P R E S E N T I N G I N S E C T S A S A C O M P A R A B L E A LT E R N A T I V E T O F A S T F O O D , M I L L E N N I A L S A R E M O R E I N C L I N E D T O A LT E R C O N S U M P T I O N H A B I T S W I T H I N A N A R E A T H A T T H E Y A R E F A M I L I A R WITH
R AT I O N A L E I N S E C T S A R E C U R R E N T LY P E R C E I V E D T O B E A P E S T, S O M E T H I N G T H A T E A T S M I L L E N N I A L S F O O D R AT H E R T H A N S O M E T H I N G T H AT C A N I T S E L F B E E AT E N . T H E Y A R E N O T N O R M A L I S E D A S A P R O T E I N A LT E R N A T I V E O R A D V E R T I S E D I N A F A M I L I A R M A N N E R T O T H E C O N S U M E R . H O W E V E R , WITH SAINSBURY’S BEGINNING TO STOCK CRICKETS, CONSUMERS ARE BECOMING INCREASI N G LY A W A R E O F T H E I R P R E S E N C E A S B O T H A Q U I R K Y S N A C K A N D G A R N I S H . P A C K A G I N G A N D ADVERTISING OF THESE REFLECTS THIS, PRESENTING EDIBLE INSECTS AS BEING DIFFERENT A N D A ‘ R E VO L U T I O N ’ . I N L I G H T O F M I L L E N N I A L S ’ H I G H C O N S U M P T I O N L E V E L O F FA S T F O O D , W I T H I T B E I N G B O T H A C O N V E N I E N T, A F F O R D A B L E A N D D E S I R A B L E O P T I O N , T H I S C A M P A I G N S E E K S T O P R E S E N T I N S E C T S I N A V I S U A L LY C O M P A R A B L E W A Y. FIG 90
C O M B I N E T H E F O L L O W I N G F O U R E L E M E N T S A N D S T R I P B A C K FA S T F O O D B R A N D S ’ C O R P O R AT E BRANDING:
SOLUTION
Change 4 Life is a public health programme in England run by the Department of H e a l t h . I t i s t h e c o u n t r y ’s f i r s t n a t i o n a l s o c i a l m a r k e t i n g c a m p a i g n t o t a c k l e t h e c a u s e s o f o b e s i t y ( c h a n g e 4 l i f e , 2 0 1 8 ) . Ta r g e t e d a t b o t h f a m i l i e s , m i l l e n n i a l s a n d a d u l t s , t h e programme aims to encourage small, sustainable yet significant improvements to diet, activity levels and alcohol consumption (change4life, 2018). It adopts an integrated marketing approach, using the slogan ‘eat well, move more, live longer’ and a variety of marketing channels including television and radio, digital, social media. These c a m p a i g n s a r e l e d b y M & C S a a t c h i a n d u s e s i m p l e c a r t o o n i m a g e r y a n d t y p o g r a p h y. Change4Life would pioneer the advertising campaign encouraging millennials to eat insects due to their previous campaigning to reduce fast food consumption, Therefore the programme would be most suited to the rationale for the advertising campaign due to its subversive twist on the logos and slogans of fast food giants.
CONCEPT
1 . A D S W I T H A R T S Y C R E AT I V E A N D H I G H V I S U A L I M PA C T O F T E N S C O R E W I T H M I L L E N N I A L S 2 . C O R P O R A T E S O C I A L R E S P O N S I B I L I T Y C A N B E H I G H LY E F F E C T I V E 3 . C A P I TA L I S I N G O N T H E N AT U R E O F T H E R E L AT I O N S H I P M I L L E N N I A L S H AV E W I T H B R A N D S 4 . U S E Q U I R K Y, O F F B E A T H U M O U R
73
BILLBOARD BILLBOARD ADVERTISING WOULD BE PLACED IN AREAS OF HIGH MILLENN I A L D E N S I T Y I N O R D E R T O C AT C H T H E I R AT T E N T I O N W H I L S T T H E Y G O A B O U T T H E I R E V E R Y D AY L I V E S . W H I L S T M I L L E N N I A L S A R E FAV O U R I N G P U B L I C T R A N S P O R T O V E R D R I V I N G T H E M S E LV E S , B I L L B O A R D S W O U L D S T I L L B E I N S TA L L E D O N M O T O R WAY S A N D N E A R S E R V I C E S TAT I O N S ( C H AT T E R J E E E T A L , 2 0 1 8 ) . T H E R E A S O N F O R T H I S W O U L D B E T W O F O L D ; T O T H E TA R G E T M I L L E N N I A L D R I V E R S A N D T H O S E B E I N G D R I V E N B Y PA R -
M E N T S T R AT E G I E S O F FA S T F O O D B R A N D S . A R E A S O F H I G H M I L L E N N I A L F O OT FA L L W O U L D A L S O B E U T I L I S E D F O R B I L L B OA R D A DV E RT I S I N G , P A R T I C U L A R LY A T B U S S T O P S , S H O P P I N G C E N T R E S A N D O U T S I D E F A S T
SOLUTION
ENTS OR CONTEMPORARIES, AND TO REFLECT THE ADVERTISING PLACE-
BUGWAY
FOOD CHAINS. FIG 91, FIG 92, FIG 93
75
BugMac
i’m buggin’ it
SOLUTION 77
TRANSIT BILLBOARD W I T H M I L L E N N I A L S I N C R E A S I N G LY U S I N G P U B L I C T R A N S P O R T, F O R B O T H M O N E T A R Y A N D E N V I R O N M E N T A L R E A S O N S , BILLBOARDS WOULD BE PLACED ON THE SIDES OF BUSES AND IN THE TUBES TO PERSUADE COMMUTERS AND SHOPPERS T O A LT E R F A S T F O O D C O N S U M P T I O N H A B I T S . T H E S E T R A N S I T B I L L B O A R D S W O U L D B E I N C I T I E S W I T H H I G H M I L L E N N I A L P O P U L AT I O N A N D I N A R E A S A R O U N D S C H O O L S A N D U N I V E R S I T I E S W H E R E S T U D E N T S L O O K F O R A C H E A P L U N C H T I M E B R E A K O R A P O S T- N I G H T O U T S N A C K .
FIG 94
Bug Mac
KENTUCKY FRIED COOTIE
SOLUTION
KFC
i’m buggin’ it
79
D I G I TA L B I L L B O A R D D I G I TA L BE
I N S TA L L E D
IN
WOULD
THROUGH
BUS
TION OF THE FULL STOP INTO
PA S S E R S - B Y
AN INSECT AS THE BILLBOARD
PA U S E A N D WAT C H W H AT H A P -
F L A S H E S , D R AW I N G AT T E N T I O N
P E N S I N T H E A D V E R T, D U E T O
TO
T H E FA C T T H AT 8 8 % O F M I L L E N -
LAR. FURTHER B2C COMMUNI-
NIALS LIVE IN METRO AREAS
C AT I O N W O U L D B E G E N E R AT E D
( M E D I A K I X , 2 0 1 8 ) . T H E N AT U R E
THROUGH THE ADDITION OF QR
OF
AU-
C O D E S O N E A C H D I G I TA L B I L L -
T O M A T I C A L LY A P P E A L S T O T H E
BOARD TO BOTH INTERACT WITH
D I G I T A L LY N A T I V E C O N S U M E R .
AND INFORM THE CONSUMER,
THIS WOULD DRAW THE CON-
I N S U R I N G T H AT T H E S U B T L E T Y
SUMER IN AND CAUSE THEM TO
O F T H E A D V E R T I S N O T L O S T.
LOOK BEYOND THE RECOGNIS-
FIG 95
CENTRES
STOPS
TO
D I G I TA L
AND
MAKE
AT
BILLBOARDS
C O R P O R AT E
BRANDING
AND HUMOUR TO THE SUBTLE
THE
THE
INSECT
TRANSFORMA-
IN
PA R T I C U -
Think different
SOLUTION
ABLE
TOWN
T H I S M E S S A G E I S P O R T R AY E D
AND
CITY
Think different
BILLBOARDS
M E S S A G E B E H I N D T H E A D V E R T.
81
I N S TA L L AT I O N free insects from april 20th A N I N S TA L L AT I O N W O U L D B E C R E AT E D T O M I R R O R T H AT O F M C D O N A L D ’ S F R E E C O F F E E B U S S T O P I N S TA L L AT I O N . F O L L O W I N G T H E T H E M E OF COFFEE BEANS, THE BUS STOP SIGN WOULD BE FILLED TO THE TOP LINE WITH CRICKETS. WITH THE SIGN ADVERTISING FREE INSECTS FROM T H E E N D O F O N E M O N T H T O T H E S T A R T O F T H E N E X T, T H E L E V E L W O U L D S L O W LY D E C R E A S E A S M I L L E N N I A L S B O U G H T I N T O T H E G U E R I L L A M A R K E T I N G C A M PA I G N . T H I S W O U L D B E A N E F F E C T I V E S T R AT E G Y T O P E R S U A D E M I L L E N N I A L C O N S U M E R S T O T R Y E AT I N G I N S E C T S , A S T H E Y A R E
OF HYPE SURROUNDING A NEW PRODUCT OR SERVICE. THROUGH INIT I A L LY O F F E R I N G T H E I N S E C T S F O R F R E E , P U R C H A S I N G H A B I T S W O U L D B E A LT E R E D A N D B R A N D L O Y A LT Y W O U L D B E S W I T C H E D A W A Y F R O M T H E
until may 20th
SOLUTION
U S U A L LY D E T E R R E D B Y B O T H T H E I R P R I C E S E N S I T I V I T Y A N D T H E L A C K
FA S T F O O D G I A N T S . FIG 96, FIG 97
83
ONLINE BANNER
i’m buggin’ it
O N L I N E B A N N E R S W O U L D P R O V I D E A S U B T L E P L AT F O R M T O S U B C O N S C I O U S LY C A T C H T H E A T T E N T I O N O F T H E M I L L E N N I A L C O N S U M E R . W I T H M I L L E N N I A L S S P E N D I N G A N E N T I R E D AY E V E R Y W E E K O N L I N E , T H I S PLACEMENT OF ADVERTS WILL ENSURE AS WIDE AN AUDIENCE AS POSSIBLE IS REACHED WITH MINIMAL EFFORT AND COST (HYMAS, 2018). WEBSITES WOULD BE SELECTED BASED ON THEIR INTERACTION WITH MILL E N N I A L S . R E F I N E R Y 2 9 , N I K E TA L K A N D T F L N A R E L I S T E N I N F O R B E S ’ 25 MOST VISITED SITES BY MILLENNIALS AND THEREFORE WOULD BE TA R G E T E D F O R O N L I N E A D V E R T I S I N G S PA C E ( P R I C O N O M I C S , 2 0 1 7 ) . O N -
T O T A L D I G I T A L U K A U D I E N C E O F 3 0 . 2 M U N I Q U E U S E R S , A N D T H E D A I LY M A I L 2 9 . 6 M P E R M O N T H ( T O B I T T, 2 0 1 8 ) . O N L I N E B A N N E R S W O U L D A L S O
SOLUTION
L I N E N E W S PA P E R S A L S O H AV E A VA S T R E A C H , W I T H T H E S U N H AV I N G A
BE PLACED ON THESE WEBSITES TO DRAW IN MILLENNIALS BROWSING AND READING ARTICLES, AS THIS IMPLIES THEY’RE UNDER NO TIME CONSTRAINT AND WOULD BE MORE SUSCEPTIBLE TO CLICKING THROUGH. FIG 98
85
PODCAST
‘ba da ba ba ba i’m buggin’ it’
A 2 1 0 7 L I N K E D I N S T U D Y P R E S E N T E D B Y F O R B E S S H O W E D T H AT 4 2 % O F M I L L E N N I A L S L I S T E N T O P O D C A S T S AT L E A S T O N C E A W E E K ( A R N O L D , 2017). THIS HIGH FIGURE IS DUE TO THE EASE AND EFFICIENCY OF THE ON-DEMAND SERVICE, ACCESS TO NON-FICTION AND REALITY DRIVEN C O N T E N T A N D I T S P R O V I S I O N O F I N F O R M AT I O N O N T H E G O F O R M I L L E N N I A L S I N C R E A S I N G LY B U S Y L I V E S . T H E R E F O R E , B Y A D V E R T I S I N G O N P O D C A S T S FAVO U R E D B Y M I L L E N N I A L S , T H E M E S S AG E I S B E I N G P R E S E N T E D T O T H E C O N S U M E R R A T H E R T H A N T H E M S E E K I N G I T O U T. T H I S MESSAGE WOULD BE IN THE FORM OF THE RECOGNISABLE MCDONALD’S JINGLE, CHANGING ‘I’M LOVIN’ IT’ FOR ‘I’M BUGGIN’ IT’ TO REFLECT T H AT O F T H E B A N N E R S A N D B I L L B O A R D S F O R A N I N T E G R AT E D C O M M U N I C A T I O N S T R A T E G Y. T H I S A LT E R A T I O N W O U L D S T O P A N D M A K E T H E L I S T E N E R C O N S I D E R T H E A D V E R T, D U E T O I T B E I N G O U T O F T H E O R D I N A R Y A N D E X P E C T E D . T H E J I N G L E W O U L D B E P L AY E D AT T H E S TA R T O F P O D CASTS WITH A HIGH MILLENNIAL AUDIENCE, SUCH AS ‘THE TELL SHOW’, T H O S E D I S C U S S I N G F O O D A N D H E A LT H A N D T H O S E P R O M O T E D B Y T H E NHS TO REMAIN IN CONJUNCTION WITH CHANGE4LIFE. FIG 99, FIG 100, FIG 101, FIG 102
87
REFLECTION Through the entirety of the module, I have become increasingly engaged with the project, as my solution has developed. Initial brainstorming sessions once the topic was selected were beneficial to encourage me to think a s a n a d v e r t i s e r, g e n e r a t i n g a h i g h v o l u m e o f i d e a s i n a s h o r t s p a c e o f t i m e . T h r o u g h t h i s , f o u r k e y t h e m e s w e r e generated, with the notion of insects providing an alternative to fast food specifically being selected. With this idea being chosen relatively early on, I was concerned that there would not be sufficient variety within my ideas t h e r e a f t e r a n d b e f o r e t h e s o l u t i o n s t a g e . H o w e v e r, I d e a l t w i t h t h i s b y u s i n g t h e a d v e r t i s i n g c o n t e x t s e s s i o n s to understand how different advertising mediums can be used to present the idea in a range of ways to target the entirety of the millennial audience. Therefore, whilst having a relatively narrow focus early on, I was in fact forced to expand upon each initial idea and experiment with how it could be presented to the millennial consumer for the greatest persuasive impact in the idea consolidation and creative concept stages. Having selected my solution topic relatively early on, I was able to become more invested in it than I thought I w o u l d ’ v e d o n e , a s I w a s a b l e t o r e s e a r c h t h o r o u g h l y, g e n e r a t e i d e a s a n d t h e n s p e n d t i m e r e f i n i n g t h e s e t o s u i t t h e m i l l e n n i a l c o n s u m e r. T h e r e f i n i n g o f t h e s e i d e a s c a m e i n t h e s o l u t i o n p h a s e , w h e r e I a d a p t e d a d v e r t s p r e v i o u s l y p r o p o s e d . I n i t i a l l y I u s e d e a c h f a s t f o o d b r a n d ’s e x a c t l o g o , w h i c h I m a n i p u l a t e d . H o w e v e r, f o l l o w i n g t u t o r a n d p e e r- g ro u p f e e d b a c k I re a l i s e d t h a t i t w a s i n f a c t m o re e ff e c t i v e t o s t r i p a w a y t h e c o r p o ra t e b ra n d i n g a n d i m p l y r a t h e r t h a n i m p l i c i t l y d i s p l a y l i n k a g e s a n d o f f b e a t h u m o u r. I t h e r e f o r e t o o k t h e c o l o u r s c h e m e a n d t y p o g r a p h y f r o m e a c h b r a n d r e s p e c t i v e l y, b u t c r e a t e d i t s o w n c o n t e x t a n d m e a n i n g , r e l a t i n g i t t o b o t h t h e b r a n d a n d the encouragement to eat insects. The simplistic nature of these adverts is purposeful and gives them greater impact, however I struggled with the fact that this might not resonate through the work. Therefore, explanations were added to each concept and touchpoint, with tutor feedback reassuring me that it is clear that time a n d t h o u g h t h a s g u i d e d t h e i r s i m p l i c i t y, r a t h e r t h a n t h e o p p o s i t e a s I i n i t i a l l y f e a r e d . A podcast was not initially included in the solution as one of my proposed touchpoints, however following research into their purpose and usage, I decided that this would be well suited to the millennial audience. Studies through LinkedIn, presented by Forbes, have shown that 42% of millennials listen to podcasts at least once a week (Arnold, 2017). Based on this, I decided that placing a jingle at the start of appropriate podcasts for millennials gives greater depth and reach potential to the campaign. I will take what I’ve learnt from this project and apply knowledge gained from successes, issues presented and feedback to future advertising briefs. I’ve learnt the value in taking risks with initial ideas, and I’d like to push these in future proposals to see where experimenting with the unexpected can take me. Furthermore, if a future project was time permitting, I would test the impact of proposed adverts on their target audience to ensure that their effectiveness wasn’t subjective, however being the target market myself during this brief, t h i s w a s n o t n e c e s s a r y.
REFERENCE LIST A ntonow, Z. 2017. 41 R ev eal i ng S tati s ti c s A bout Mi l l enni al s E v ery Mark eter S houl d K now. (Onl i ne). (A c c es s ed: 1 0 / 11 / 1 8 ) . Av a ila b le f r o m : h t t p s : / / w w w.agenc y as c end.c om/bl og/41-rev eal i ng-s tati s ti c s -about-mi l l enni al s -ev ery -mark eter-s houl d-k now A rnol d, A . 2017. 5 R eas ons W hy Mi l l enni al s Lead Other Generati ons In P odc as t C ons umpti on. from:
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Figure 2 : R e b e c c a . 2 0 1 3. Be e tle Ou tlin e Clip Ar t. ( On lin e ) . (Accessed: 08/11/18). Avai l abl e from: http://w w w.cl ker.com/cl i part-beetl e-outl i ne.html Fi gure 13: N udd, T. 2017. The Ori gi nal . (Onl i ne). (A c c es s ed: 15/11/18). Av ai l abl e from: https ://w w w.adw ee k . c o m / c r e a t iv it y / 11 - ik e a - a d s - t h a t Figure 3 : R a d i n , S . 2 0 1 7 . M ille n n ia ls: T h e Gr o win g Ge n e rati on. (Onl i ne). (Accessed: 09/11/18). Avai l abl e from: https://0-w w w -w gs n-c om.w am.
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Figure 4 5 : S t r a p p , G . 2 01 3 . To p 11 b u g r e cip e s. ( On lin e ) . (A ccessed: 12/11/18). Avai l abl e from: https://w w w.tel egraph.co.uk/f oodanddri nk /foo danddr i n k n e w s / 1 0 4 0 11 91 /To p - 11 - b u g - r e cip e s.h tm l
Fi gure 55: Integrated B rands . 2018. S ubw ay E at Fres h. (Onl i ne). (A c c es s ed: 28/11/18). Av ai l abl e from: http://www. in t e g r a t e d b r a n d s . o r g / b r a n d s / s ubw ay /l ogo-c orporate-i denti ty -1/s ubw ay -eat-fres h
Figure 4 6 : M c M a n u s , L . 2 0 1 8 . Gr u b ’s u p ! Sa in sb u r y’s will be B ri tai n’s fi rst supermarket to sel l IN SE C TS w hen ‘ smoky BB Q’ cru nc hy c ri c k ets hi t t he s he l v e s i n 2 5 0 s t o r e s o n M o n d a y . ( On lin e ) . ( Acce sse d: 16/11/18). Avai l abl e from: https://w w w.dai l ymai l .co.uk/new s/arti cl e-6400397/S ai ns -
Fi gure 56: S ubw ay. 2018. Thi s i s a s andw i c h. (Onl i ne). (A c c es s ed: 28/11/18). Av ai l abl e from: https ://w w w.s ub wa y. c o m / e n - J O
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Fi gure 57: S i nk er, M. 2017. S ubw ay D el ux e Feas t. (Onl i ne). (A c c es s ed: 28/11/18). Av ai l abl e from: http://freak y t r ig g e r. c o . u k / f t / 2 0 1 7 / 1 2 / t f t a c o x s dec ember-17-s ubw ay -del ux e-feas t/
Figure 4 7 : H o r t o n , H . 2 0 1 8 . Ed ib le in se cts h it UK su p e r m arkets as Sai nsbury’s stocks bug grub. (Onl i ne). (Accessed: 16/11/18). Av ai l abl e from: ht t ps : / / w w w. t e l e g r a p h . c o.u k/n e ws/2 0 1 8 /11 /1 7 /e d ib le - in se cts-hi t-uk-supermarkets-sai nsburys-stocks-bi g-grub/
Fi gure 58: S c hul tz , E . 2016. S ubw ay E x c l us i v i ty N ot Fres h. (Onl i ne). (A c c es s ed: 28/11/18). Av ai l abl e from: h t t p : / / m u lt ic u lt c la s s ic s . b lo g s p o t . c om/2016/01/12992-s ubw ay -ex c l us i v i ty -not-fres h.html
Figure 4 8 : S t e e l e , R . 2 01 8 . Ea t Gr u b str a p lin e a n d ca ll to acti on . (Onl i ne). (Accessed: 20/11/18). Avai l abl e from: https://w w w.ri c hards teel e.org/ work / 20 1 8 / 1 / 6 / e a t - g r u b - str a p lin e
Fi gure 59: S ubw ay. 2018. S ub of the day. (Onl i ne). (A c c es s ed: 28/11/18). Av ai l abl e from: https ://w w w.s ubw ay. c o m / e n - NZ
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Fi gure 60: Wohl , J . 2018. S ubw ay ’s fi rs t w ork from new agenc y team tri es for an emoti onal c onnec ti on . (Onl i ne ) . ( Ac c e s s e d : 2 8 / 11 / 1 8 ) . Av a ila b le from: https ://adage.c om/arti c l e/c mo-s trategy /s pot-s ubw ay -s -pus h-mak e/312380/
Figure 5 0 : E a t G r u b . 2 0 1 8 . We ’r e n o t a fr a id to a d m it it. ( On li ne). (Accessed: 04/12/18). Avai l abl e from: https://tw i tter.com/eatgru boffi c i al ?l ang= en Fi gure 61: Trademark i a. 2018. It’s fi nger l i c k i n good. (Onl i ne). (A c c es s ed: 29/11/18). Av ai l abl e from: https : / / www. t r a d e m a r k ia . c o m / it s - f in g e r l i c k i n-good-86794995.html
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Figure 6 2 : I s a a c . 2 0 1 7 . A q u e stio n a b le a d ca m p a ig n fr o m KFC . (Onl i ne). (Accessed: 29/11/18). Avai l abl e from: http://afro-i p.bl ogs pot.c om/2017/10/
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Fi gure 73: B es t A ds . 2010. Mc Fri es : P edes tri an C ros s i ng. (Onl i ne). (A c c es s ed: 30/11/18). Av ai l abl e from: https :/ / www. b e s t a d s o n t v. c o m / a d / 3 0 8 6 8 /
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Fi gure 74: Tom. 2009. Fres h C offee. (Onl i ne). (A c c es s ed: 30/11/18). Av ai l abl e from: https ://w w w.boredpanda. c o m / 3 1 - c r e a t iv e - a d s - f r o m - m c d o n -
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Figure 6 5 : C a m p a i g n L i ve . 2 0 1 8 . KF C ‘Ain ’t n o sm a ll fr y’ by Mother. (Onl i ne). (Accessed: 29/11/18). Avai l abl e from: https://ww w.c ampai gnl i v e.
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Fi gure 78: D IY Logo D es i gns . 2018. Mc D onal d’s Logo. (Onl i ne). (A c c es s ed: 30/11/18). Av ai l abl e from: https :/ / d iy lo g o d e s ig n s . c o m / b lo g / m c d o n -
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objec t - 1 Fi gure 79: C l k er. 2018. D addy Long Legs C l i part . (Onl i ne). (A c c es s ed: 01/12/18). Av ai l abl e from: http://w w w.c lk e r. c o m / c lip a r t - 3 3 6 7 . h t m l Figure 6 9 : A d A g e . 2 0 0 8 . 2 0 0 8 cr e a tivity a wa r d win n e r : M cD onal d’s: Fresh S al ads. (Onl i ne). (A ccessed: 30/11/18). Avai l abl e fro m: https ://adage. c om / ar t i c l e / t h e - c r e a t i v i ty- a wa r d s/2 0 0 8 - cr e a tivity- a wa r d - winner-mcdonal d-s-fresh-sal ads/127048/
Fi gure 80: C l i partx tras . 2018. K FC Logo . (Onl i ne). (A c c es s ed: 01/12/18). Av ai l abl e from: https ://c l i partx tr a s . c o m / c a t e g o r ie s / v ie w/ 5 8 f c f 0 d a f0ee95aa60e65080b8192789e741eb10/k fc -l ogo-draw i ng.html
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Fi gure 81: E x pres s . 2018. S ubw ay i ntroduc e new ‘ S ub Of The D ay ’ menu . (Onl i ne). (A c c es s ed: 01/12/18). Av a ila b le f r o m : h t t p s : / / www. e x p r e s s . c o.uk /v i deos /541234/S ubw ay -i ntroduc e-new -S ub-Of-The-D ay -menu
Figure 7 1 : To m . 2 0 0 9 . C o ffe e Be a n . ( On lin e ) . ( Acce sse d : 30/11/18). Avai l abl e from: https://w w w.boredpanda.com/31-creati ve-ads -from-mc don alds -ar e - y o u - l o v i n g - i t / ? utm _ so u r ce = g o o g le &u tm _ m e d iu m =organi c& utm_campai gn=organi c
Fi gure 82: 123R F. 2018. Gras s hopper. (Onl i ne). (A c c es s ed: 01/12/18). Av ai l abl e from: https ://k r.123rf.c om/ph o t o _ 1 4 9 1 0 3 4 7 _ % ED% 8 A% 8 0 % EA % B 8% B 4-% E B % A 9% 94% E B % 9A % 9C % E A % B 8% B 0.html
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Fi gure 97: Mak orns en, T. 2018. P i l e of dead i ns ec t. (Onl i ne). (A c c es s ed: 04/12/18). Av ai l abl e from: https ://w w w. s h u t t e r s t o c k . c o m / im a g e - p h o t o /
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the s hel v es i n 250 s tores on Monday. (Onl i ne). (A c c es s ed: 16/11/18). Av ai l abl e from: https ://w w w.dai l y mai l .c o . u k / n e ws / a r t ic le - 6 4 0 0 3 9 7 / Sa in s -
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houet t e - 2 Fi gure 100: A ppl e. 2018. The Tel l S how. (Onl i ne). (A c c es s ed: 06/12/18). Av ai l abl e from: https ://i tunes .app le . c o m / g b / p o d c a s t / t h e - t e ll- s h o w/ Figure 9 0 : N H S . 2 0 1 8 . Ch a n g e 4 L ife Be F o o d Sm a r t . ( On l i ne). (A ccessed: 03/12/18). Avai l abl e from: http://w w w.i psw i chandea s ts uffol k c c g.nhs .
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uk / S t ay i n g h e a l t h y / S t a y in g h e a lth y/Ch a n g e 4 L ife .a sp x Fi gure 101: A ppl e. 2018. H oney and C o: The Food Tal k s . (Onl i ne). (A c c es s ed: 06/12/18). Av ai l abl e from: http s : / / it u n e s . a p p le . c o m / g b / p o d c a s t / Figure 9 1 : I m a g e G r o u p . 2 0 1 8 . Billb o a r d s. ( On lin e ) . ( Accessed: 04/12/18). Avai l abl e from: https://w w w.i magegroupuk.com/print/pri nt-for-w al l s -
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daily / 20 0 9 / m c d o n a l d s - d o u b le - b illb o a r d s- p le a se / Figure 9 3 : K i n e w a . 2 0 1 8. M a cr o fit. ( On lin e ) . ( Acce sse d : 04/12/18). Avai l abl e from: https://w w w.ki new a.com/proj ect/macrofi t/i m agen-3/
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