Baxters: The Richest Soup.

A PRESENTATION ON:

canned soup THE

ADVERTISING ASSIGNMENT 2: NEWSPRINT AD (DVC2514)

BY TOH YI QING & WONG XIU HUI

about baxters advertising objective target audience consumer’s perception desired consumer response campaign tone & style developmental sketches production process final outcome

placement

content

information

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flow

currently

about history &

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about baxters

currently

introducing BAXTERS.

history &

01

about baxters

currently

introducing BAXTERS. 1868 : established by George Baxter

history &

01

about baxters

currently

introducing BAXTERS. 1868 : established by George Baxter 1929 : Started soup business

history &

01

about baxters

currently

introducing BAXTERS. 1868 : established by George Baxter 1929 : Started soup business 1855 : appointed to serve the royal court

history &

01

about baxters

currently

introducing BAXTERS. 1868 : established by George Baxter 1929 : Started soup business 1855 : appointed to serve the royal court 1960s : started a worldwide business

history &

01

about baxters

currently

introducing BAXTERS. 1868 : established by George Baxter 1929 : Started soup business 1855 : appointed to serve the royal court 1960s : started a worldwide business 1980s : UK’s leading premium soup brand

history &

01

about baxters

currently

introducing BAXTERS. 1868 : established by George Baxter 1929 : Started soup business 1855 : appointed to serve the royal court 1960s : started a worldwide business 1980s : UK’s leading premium soup brand 1992 : Audrey Baxter took over management

history &

01

about baxters

currently

“ be better, be different�

history &

01

about baxters

currently

“ be better, be different� . biggest producer of Beetroot in UK by the 1970s

history &

01

about baxters

currently

“ be better, be different” . biggest producer of Beetroot in UK by the 1970s . 5 subbrands: Baxters Meal Pots, Fray Bentos, Garner’s, Jack Daniel’s BBQ Sauce abd Simply Delicious

history &

01

about baxters

currently

“ be better, be different” . biggest producer of Beetroot in UK by the 1970s . 5 subbrands: Baxters Meal Pots, Fray Bentos, Garner’s, Jack Daniel’s BBQ Sauce abd Simply Delicious

. 9 types of soup range

history &

01

about baxters

currently

“ be better, be different” . biggest producer of Beetroot in UK by the 1970s . 5 subbrands: Baxters Meal Pots, Fray Bentos, Garner’s, Jack Daniel’s BBQ Sauce abd Simply Delicious

. 9 types of soup range . expanded to other products like pasta sauces, jams and marmalades, fresh produce like Beetroot and Onions.

history &

01

about baxters

currently

“ be better, be different” . biggest producer of Beetroot in UK by the 1970s . 5 subbrands: Baxters Meal Pots, Fray Bentos, Garner’s, Jack Daniel’s BBQ Sauce abd Simply Delicious

. 9 types of soup range . expanded to other products like pasta sauces, jams and marmalades, fresh produce like Beetroot and Onions.

. food manufacturing outlets in Canada (est.2004) Australia (est.2007) Poland (est.2007)

history &

01

about baxters

idea objective

objective emphasis

02

advertising objective

idea objective

what we want to achieve and why.(usp)

emphasis

02

advertising objective

idea objective

what we want to achieve and why.(usp) . To emphasise on the quality taste of Baxter’s soup , making it a prestigious brand

emphasis

02

advertising objective

idea objective

what we want to achieve and why.(usp) . To emphasise on the quality taste of Baxter’s soup , making it a prestigious brand . The idea is to portray Baxters as a high-class, quality product that only provides the finest and freshest.

emphasis

02

advertising objective

idea objective

what we want to achieve and why.(usp) . To emphasise on the quality taste of Baxter’s soup , making it a prestigious brand . The idea is to portray Baxters as a high-class, quality product that only provides the finest and freshest. . The brand does not compromise the taste of the product just to have it sold at a price common to most canned soups.

emphasis

02

advertising objective

profile

target target

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target audience

profile

who would buy Baxters?

Mother

Domestic helper

Father

Siblings

Myself

Grandmother

target

03

target audience

profile

who would buy Baxters?

Mother

62%

Domestic helper

Father 15%

Siblings

13%

Grandmother

Myself

4% 1% 1%

target

03

target audience

profile

who would buy Baxters?

62% Mother

target

03

target audience

profile

who would buy Baxters? . Grocery Buyer

62% Mother

target

03

target audience

profile

who would buy Baxters? . Grocery Buyer . Housewifes/Working mothers

62% Mother

target

03

target audience

profile

who would buy Baxters? . Grocery Buyer . Housewifes/Working mothers . 30 yrs old and above

62% Mother

target

03

target audience

profile

who would buy Baxters? . Grocery Buyer . Housewifes/Working mothers . 30 yrs old and above

62% Mother

. Convince to buy Baxters even though its not cheap,

target

03

target audience

profile

who would buy Baxters? . Grocery Buyer . Housewifes/Working mothers . 30 yrs old and above

62% Mother

. Convince to buy Baxters even though its not cheap, . choose quality over commonality

target

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target audience

& feel

perception think

04

consumer’s perception

& feel

what consumers currently think about Baxters?

. From packaging alone:

think

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consumer’s perception

& feel

what consumers currently think about Baxters?

. From packaging alone: 1. “royal feeling”

think

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consumer’s perception

& feel

what consumers currently think about Baxters?

. From packaging alone: 1. “royal feeling” 2. “looks nice and delicious”

think

04

consumer’s perception

& feel

what consumers currently think about Baxters?

. From packaging alone: 1. “royal feeling” 2. “looks nice and delicious” 3. “appetising”

think

04

consumer’s perception

& feel

what consumers currently think about Baxters?

. From packaging alone: 1. “royal feeling” 2. “looks nice and delicious” 3. “appetising” 4. “looks professional”

think

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consumer’s perception

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desired consumer response

response

& feel

what consumers should think and do.

think

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desired consumer response

& feel

what consumers should think and do.

. Have in mind that Baxter is a elegant brand that provides high quality canned soups.

think

05

desired consumer response

& feel

what consumers should think and do.

. Have in mind that Baxter is a elegant brand that provides high quality canned soups. . Convinced to buy Baxters to have a go at the taste and not for convenience and price.

think

05

desired consumer response

& feel

what consumers should think and do.

. Have in mind that Baxter is a elegant brand that provides high quality canned soups. . Convinced to buy Baxters to have a go at the taste and not for convenience and price. . After trying once, be tempted to buy more. think

05

desired consumer response

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campaign tone & style

tone style &

development

Previous advertisements campaigns

thinking &

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campaign tone & style

development

Previous advertisements campaigns

thinking &

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campaign tone & style

development

Previous advertisements campaigns

thinking &

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campaign tone & style

development

Previous advertisements campaigns

thinking &

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campaign tone & style

development

Previous advertisements campaigns

thinking &

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campaign tone & style

development

Previous advertisements campaigns

thinking &

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campaign tone & style

development

Previous advertisements campaigns

thinking &

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campaign tone & style

development

Previous advertisements campaigns Classy and rich (full of flavour)

thinking &

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campaign tone & style

development

Previous advertisements campaigns Classy and rich (full of flavour) Elegant, ethical

thinking &

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campaign tone & style

development

Previous advertisements campaigns Classy and rich (full of flavour) Elegant, ethical Serif fonts

thinking &

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campaign tone & style

development

Previous advertisements campaigns Classy and rich (full of flavour) Elegant, ethical Serif fonts Photography & image manipulation

thinking &

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campaign tone & style

07

developmental sketches

sketches

development

ideas for thought

thinking &

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developmental sketches

development

ideas for thought

thinking &

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developmental sketches

development

ideas for thought

thinking &

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developmental sketches

development

ideas for thought

thinking &

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developmental sketches

development

1. always with you

thinking &

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developmental sketches

development

1. always with you

thinking &

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developmental sketches

development

1. always with you

thinking &

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developmental sketches

development

1. always with you

thinking &

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developmental sketches

development

1. always with you

thinking &

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developmental sketches

development

1. always with you

thinking &

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developmental sketches

development

1. always with you

thinking &

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developmental sketches

development

2. because you need it

thinking &

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developmental sketches

development

2. because you need it

thinking &

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developmental sketches

Situations

development

2. because you need it

. Drenched in the rain . Someone overseas, overseas alone . 50 anniversary . Couple anniversary . Arctic/winter > need something hot, to warm up . OT at office, drink soup instead of coffee . Hospital . Proposing . Natural disasters

thinking &

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developmental sketches

development

2. because you need it

thinking &

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developmental sketches

development

2. because you need it

thinking &

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developmental sketches

development

2. because you need it

thinking &

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developmental sketches

development

3. The Royal’s Choice

thinking &

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developmental sketches

development

3. The Royal’s Choice

thinking &

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developmental sketches

development

3. The Royal’s Choice

thinking &

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developmental sketches

development

3. The Royal’s Choice

thinking &

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developmental sketches

development

3. The Royal’s Choice

thinking &

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developmental sketches

development

3. The Royal’s Choice

thinking &

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developmental sketches

development

3. The Royal’s Choice

thinking &

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developmental sketches

development

3. The Royal’s Choice

. Forbidden city . Headset . Badge . Crown . Crest . Blue blood . Soldiers . Carriage . Purple . Specific furnitures . Castles . Dragon & Pheonix . Jade . Yellow note . Royal seal (Chinese, English)

thinking &

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developmental sketches

development

3. The Royal’s Choice Western Influence

thinking &

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developmental sketches

development

3. The Royal’s Choice Western Influence

thinking &

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developmental sketches

development

3. The Royal’s Choice Western Influence Promoting the Best!

The Royal’s Choice.

Baxters Because taste matters.

thinking &

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developmental sketches

development

4. Richness (in ingredients)

thinking &

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developmental sketches

development

4. Richness (in ingredients)

thinking &

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developmental sketches

development

4. Richness (in ingredients) . Warmness . Happiness . Quality . Richness

thinking &

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developmental sketches

development

4. Richness (in ingredients) . Warmness . Happiness . Quality . Richness

“Dripping gold�

thinking &

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developmental sketches

development

4. Richness (in ingredients)

thinking &

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developmental sketches

development

4. Richness (in ingredients)

“How can you make a soup rich?

Add 24 carets (carrots) to it.�

thinking &

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developmental sketches

development

4. Richness (in ingredients) The Richest Soup

“How can you make a soup rich?

Add 24 carets (carrots) to it.�

thinking &

07

developmental sketches

development

4. Richness (in ingredients) The Richest Soup

“How can you make a soup rich?

Add 24 carets (carrots) to it.�

Soup of Richness thinking &

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developmental sketches

development

chosen idea: “the richest soup” Flavours chosen to represent “richness”

thinking &

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developmental sketches

development

chosen idea: “the richest soup” Flavours chosen to represent “richness”

Carrot & Coriander

Golden Vegetables

The Royal Game

thinking &

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developmental sketches

development

chosen idea: “the richest soup�

thinking &

07

developmental sketches

development

chosen idea: “the richest soup�

Carrot & Coriander

24

thinking &

07

developmental sketches

Carrot & Coriander

Golden Vegetables

development

chosen idea: “the richest soup�

Dripping gold

24

thinking &

07

developmental sketches

Carrot & Coriander

Golden Vegetables

development

chosen idea: “the richest soup�

Dripping gold

24

Golden Vegetables Dripping gold thinking &

07

developmental sketches

Carrot & Coriander

Golden Vegetables

development

chosen idea: “the richest soup�

Dripping gold

24

Golden Vegetables Dripping gold

Royal Game Using beef strips to create crown

thinking &

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developmental sketches

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production process

process

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production process

painting brocolli with gold paint

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production process

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production process

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production process

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production process

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production process

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production process

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production process

cutting carrot strips to form diamond shape

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production process

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production process

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production process

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production process

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production process

photoshoot for golden carrots

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production process

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production process

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production process

photoshoot for beef

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production process

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production process

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production process

o

o

The Richest Soup.

The Richest Soup.

Dripping Gold

24 Carets (Carrots)

o

o

The Richest Soup.

The Richest Soup.

The Prized Catch

The Prized Catch

The finest.

Because taste matters.

The Golden Vegetables

Carrot & Coriander

The finest. Because taste matters.

The Royal Game

The Royal Game

o

o

The Richest Soup.

The Richest Soup.

The Prized Catch

The Prized Catch

o

The Richest Soup.

Your Prized Catch

o

The Richest Soup.

The Prized Catch

The Royal Game

The finiest and the freshest.

Because taste matters.

The Royal Game

The Royal Game

The Royal Game

Because taste matters.

Because taste matters.

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production process

o

Baxters.

Baxters. o

The Richest Soup.

The Richest Soup.

The Richest Soup. o

24 Carets (Carrots)

Carrot & Coriander The Royal Game

Because taste matters.

The Royal Game Because taste matters.

09

final outcome

outcome

09

final outcome

09

final outcome

09

final outcome

o

The Richest Soup.

Your Prized Catch

The Royal Game

o

The Richest Soup.

Dripping Gold

Golden Vegetable

o

The Richest Soup.

24 Carats

Carrot & Coriander

thank you.