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AMB318 ADVERTISING COPYWRITING MESSY MONKEYS CONCEPTUAL PIECE

ASSESSMENT 1 Word Count: 1346 Tutor: Shayne Armstrong

TABLE OF CONTENTS 1.0

Copy Platform and Creative Strategy Worksheet

3

1.1

Advertising Problem

3

1.2

Single Minded Proposition

3

1.3

Target Consumer

3

1.4

Target Competition

3

1.5

Positioning

4

1.6

Creative Strategy Worksheet

4

1.6.1

Product

4

1.6.2

Product Description

3

1.6.3

Product Benefits

4

1.6.4

Principal Benefit to the Consumer

4

1.6.5

Support

5

1.6.6

Tone

5

1.6.7

Brand Character

5

1.7

Creative Strategy Statement

5

1.8

Execution

5

1.9

Supporting Copy

6

2.0

Copy Deck

7

3.0

Rationale

8

4.0

Layout/Mockup

10

5.0

Reference List

11

6.0

Appendix

12

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1.0 Copy Platform 1.1 Advertising Objective To increase product awareness of Messy Monkeys Choc Crunch Cereal within the target market by 70% over 6 months.

1.2 Distinctive Feature/USP/SMP “Chocolate taste, filled with hidden goodness” Messy Monkey Choc Crunch Cereal is a healthy cereal with a chocolate taste

1.3 Target Audience Messy Monkeys Choc Crunch Cereal branding and packaging suggests the product is targeted to young children. The front packaging includes a bright primary colour background, with a large, colourful, and easily recognisable cartoon character (the monkey), and an imaging showing what the product looks like. The use of bright colours, minimal text, images and recognisable characters are attractive to young children as they reflect “fun” and “play” (McNeal, J. U., & Ji, M. F. 2003).

The product is primarily targeted at young to middle age parents, who live in Australian cities and small towns. They are middle class to wealthy, health conscious and place a higher value on health over convenience and cost. They purchase regularly with their weekly shop. Their children are able to influence or “pester” the purchasing decision, however parents also factor nutritional value and health rating to make the final decision (Hill, H. & Tilley, J., 2002; Page, Montgomery, Ponder & Richard, 2008).

1.4 Target Competition Target competition for Messy Monkeys in the Australian market include Uncle Tobys, Kelloggs and Nestle. Messy Monkeys direct competition are Kelloggs and Nestle as they both have chocolate coated cereals. Coco Pops (Kelloggs) and Milo Cereal (Nestle) rated in the top 12 of popular Australian cereals in a study conducted by Canstar Blue (Canstar Blue, 2020).

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1.5 Positioning Messy Monkeys Choc Crunch Cereal is the best cereal for young children between 4-10 because its a healthy cereal which tastes of chocolate which would meet the preference of both parents nutrition and children’s taste. Messy Monkeys is far superior to Kelloggs and Nestle because it is gluten free, and rich in protein and fibre. Messy Monkeys Choc Crunch Cereal is more expensive per 100g but has a higher health star rating compared to Kelloggs Coco Pops and Nestle Milo Cereal (Fig. 1) (Woolworths, 2020).

1.6 Creative Strategy Statement

1.6.1 Product Messy Monkeys Choc Crunch Cereal

1.6.2 Product description This product “Messy Monkeys Choc Crunch Cereal is choc-full the hidden goodness of legumes, which help to deliver the protein & fibre in this cereal” (Freedom Foods, 2020)

1.6.3 Product benefits This product is gluten free, contains no artificial colours, flavours or preservatives and only 6.8g of sugar per serve. It also contains 28% of kids’ daily protein intake and 23% of kids’ daily fibre intake for kids aged 4-8 (Freedom Foods, 2020).

1.6.4 Principal benefit or promise to the consumer The principal benefit to the customer is to deliver the a healthy alternative cereal which still tastes like chocolate to satisfy the child’s preference, while providing protein and fibre.

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1.6.5 Support or reason why this benefit is possible This benefit is possible because the product is made with ingredients which help deliver protein and fibre, including legumes, chickpea fibre and flour. This product contains no artificial colours, flavours or preservatives and is a source of calcium (Freedom Foods, 2020).

1.6.6 Tone of the advertising The tone of the advertising should be fun and playful, yet simple. This will indicate to parents that Freedom Foods is health conscious and understands that an enjoyable cereal option for children does not have to be filled with sugar or “nasties”, and that the brand cares about their child’s nutrition and health.

1.6.7 Brand character The brand character is happy, playful and it is easily identifiable against competitors.

1.7 Creative Strategy Statement Advertising will convince health conscious parents with young children between 4-10 that Messy Monkeys Choc Crunch Cereal will provide a healthy alternative to other competitors chocolate flavoured cereals. This benefit is possible because the product is made with ingredients which deliver protein, fibre and calcium. Tone will be fun and playful, while suggesting a health conscious message. Character of the product is happy, playful and it is easily identifiable against competitors. The advertisement promises to be a healthy cereal your children will love because of the taste.

1.8 Execution The advertisement will be a print ad in a magazine such as Woolworths Fresh Magazine. With over 4.7 million subscribers, this will expose Messy Monkeys Choc Crunch Cereal to a larger audience of parents who are consistent customers to Woolworths (Mediaweek, 2018). The execution will feature the product shot front and centre, supported by a cartoon jungle inspired background. Directly below the product shot, the headline and subheading

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will have consistent font and support the SMP. The Freedom Foods logo is in the bottom right hand corner. The tone is upbeat and playful, and is targeted at parents.

1.9 Supporting Copy Messy Monkey cereals come in three alternate flavours (Honey Buzz Banana Blast, Berry Shake). Advertising for the flavours could consist of the same background, with different supporting headlines and subheadings. Advertisement mandatories include: • Freedom Foods logo • Pack shot of product

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2.0 Copy Deck Client:

Freedom Foods

Product:

Messy Monkey Choc Crunch Cereal

Medium:

Full A4 page, full colour magazine ad (Woolworths Fresh Magazine) on recycled paper

Date:

01/01/2021 - 31/01/2021

Copywriter:

Lucy Edwards

Key No:

MOJ 1000

______________________________________________________________________________

Visual:

Cartoon image of green jungle inspired background, large product shot in centre, headline and subhead directly below, company logo bottom right hand corner

Headline:

No Monkey Business (Full Caps)

Bold/Subhead:

Just choc full of taste (Full Caps)

Pic 1:

Pack shot of Messy Monkey Choc Crunch Cereal

Logo:

Freedom Foods

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3.0 Rationale The big idea of the advertisement is structured from the single-minded proposition delivered in the brief. “Chocolate taste, filled with hidden goodness” communicates the “hidden goodness” combined with the chocolate taste is the unique selling proposition for the product. The structure and language of the SMP communicates to both the primary and secondary audience that the needs of both are able to be met. “Chocolate taste” is important as it is a key selling point to children who are predominantly interested in flavour, rather than nutritional value (Hill & Tilley, 2002). “Filled with hidden goodness” communicates to the person purchasing the product, typically parents, that the product is nutritionally beneficial for the child without compromising on taste and be visually appealing. Gelperowic & Beharrell (1994) identified that parents were more likely to purchase products that were perceived as “healthy” with messages including natural ingredients, or without any additives such as colourings or flavourings”.

The advertisement will be an A4 page printed on recycled paper, furthering the perception of the brand as healthy and natural. The advertisement will run for the period between 1st January 2021 and the beginning of the school semester within the Woolworths Fresh Magazine. This will target the customers who are preparing for the beginning of they school year, and are looking for products to become staples in their children’s morning routine. This platform was chosen as it has a direct connection with consumers. The consumer immediately knows where to purchase the product without having to do any external research, and as the magazine regularly shares new recipes, products and information, to increase purchase-influencing (Hindin, Contento & Gussow, 2004).

The advertisement features a background cartoon image of greenery in the jungle, this is to support the Messy Monkey cartoon monkey face logo, and further support the natural theme. The product shot is medium size and centred in the page, this is to ensure the product is easily recognisable during the consumers next visit to the cereal aisle at their local Woolworths.

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The headline “No Monkey Business” remains consistent to the brands use of monkeys (logo, brand name) and is a commonly used phrase which helps link back to the brand when used. The headline communicates in a playful tone that the product is straightforward, does what it suggest and builds trust between the brand and the consumer. The headline is supported by the subheading “Just choc full of taste”, which links to the SMP and suggests the product is full of flavour.!

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4.0 Layout/Mockup

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5.0 Reference List

10 most-read magazines in Australia: 12 months to July 2018. (2018). Retrieved 28 March 2020, from https://www.mediaweek.com.au/10-most-read-magazines-in-australia/ Breakfast Cereal | 2020 Brand Reviews & Ratings – Canstar Blue. (2020). Retrieved 28 March 2020, from https://www.canstarblue.com.au/groceries/cereal/

Gelperowic, R., & Beharrell, B. (1994). Healthy Food Products for Children:. British Food Journal, 96(11), 4-8. doi: 10.1108/00070709410074623 Hill, H., & Tilley, J. (2002). Packaging of children’s breakfast cereal: manufacturers versus children. British Food Journal, 104(9), 770. doi: 10.1108/00070700210443129 Hindin, T., Contento, I., & Gussow, J. (2004). A media literacy nutrition education curriculum for head start parents about the effects of television advertising on their children’s food requests. Journal Of The American Dietetic Association, 104(2), 192-198. doi: 10.1016/j.jada. 2003.11.006 McNeal, J., & Ji, M. (2003). Children’s visual memory of packaging. Journal Of Consumer Marketing, 20(4), 427. doi: 10.1108/07363760310489652 Messy Monkey. (2020). Retrieved 28 March 2020, from https://freedomfoods.com.au/product-category/brands/messy-monkeys/

Page, R., Montgomery, K., Ponder, A., & Richard, A. (2008). Targeting Children in the Cereal Aisle. American Journal Of Health Education, 39(5), 272. doi: 10.1080/19325037.2008.10599050 Woolworths Supermarket - Buy Groceries Online. (2020). Retrieved 28 March 2020, from https://www.woolworths.com.au/!

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6.0 Appendix Figure 1. Price - $/100g Health rating - Federal Government Health Star Rating system Data from Woolworths 29/03/2020

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