Analysis of a marketing campaign for a healthy snack bar product
Select a communication piece (e.g., TV, digital, or print ad, or social media ad, guerrilla marketing material, etc.) from a marketing campaign related to a healthy snack bar product.
The communication piece should be from an Australian campaign.
You are required to develop a critique of elements of the communication piece for the brand (i.e., discuss both positive and negative aspects) in terms of the communications objectives, creative strategies and tactics used, as well as the target customer and category positioning (mental partitioning) involved. In particular, look at positioning (market needs) and customer persona(s). Essentially you are required to apply many of the class concepts. Make sure to conclude with a paragraph stating overall how successful you think the campaign is in reaching the objectives you can infer they want to achieve, and, discussing at least one change (specifically to the material you chose for this assignment) that you think would make the campaign be more successful (even if you think it is already successful) and why.
It is likely that you will not have access to information about the entire campaign, so you can make informed inferences by using class content and researching industry information and other sources. You might not be able to consider all the stages (e.g., objectives and budgeting stages) as you would not necessarily have information, however, make an informed guess by stating for example that they appear to (or dont appear to), and then provide an explanation to why you think they appear to (or dont appear to).
University of Technology Sydney
24736 Marketing Communications
Spring 2020
ASSIGNMENT #1: Individual
Analysis of a marketing campaign for a healthy snack bar
Value 30%
Overview
The assignment requires you to analyse a marketing communications campaign within a
specific product category. In doing so you will understand the managerial decisions that
were made with respect to a campaign and appreciate the need to plan marketing
communications in a comprehensive and integrated manner.
Details
Select a communications piece (e.g., TV, digital, print, social media ad or guerilla
marketing material etc.) from a marketing campaign related to healthy snack bars.
Ideally the communications piece should be from an Australian campaign.
You are required to critique elements of the communication piece for the brand (i.e.
discuss the negative and positive aspects), in terms of the communications objectives,
creative strategies & tactics used, as well as the target customer and category positioning
(market partitioning) involved. In particular, look at positioning (market needs) and
customer persona(s). Essentially you are required to apply many of the class concepts.
Make sure to conclude with a paragraph stating how successful you think the campaign is
in reaching the objectives you can infer they want to achieve, and, discussing at least one
change (specifically to the material you chose for this assignment) that you think would
make the campaign more successful (even if you think it is already successful) and why.
It is likely you will not have access to information about the entire campaign, so you will
need to make informed inferences by using class content and researching industry
information and other sources. You might not be able to consider all the stages (e.g.,
objectives and budgeting stages) as you would not necessarily have information,
however, make an informed guess by stating for example what they appear to (or
dont appear to), and then provide an explanation to why you think they appear to
(or dont appear to).
24736 Marketing Communications Assignment #1
KC Spring 2020 UTS CRICOS 00099F Page 2 of 4
Formatting requirements
The report should use standard margins (2.54cm) and 1.5 spacing, 12 size normal
font.
The report should include a cover page with student name and number, the
tutorial the student is enrolled in (4pm, 5pm or 6pm) and the name of the
brand/product chosen. This should be followed by a page with the chosen
communication piece details such as an image of the print ad, a storyboard
snapshot and link to a video ad, etc.
In a new page start the critique, which should contain the following parts:
– Campaign Brief Description
– Category Positioning and Involvement by Motivation Grid
– Target Customers
– Marketing Communications Strategy and Objectives
– Creative Strategy and Tactics
Include references after the critique. If there are any appendices, include last.
Maximum limit of 800 words, excluding cover, chosen communications piece
information, references, and appendices (if any).
Appendices should not contain any content expected in the main body of the
report and should only be included if deemed necessary.
Submission requirements
Uploaded on Turnitin via Canvas)
Referencing: if the assignment is not properly referenced in text and does not
include a references list, marks will be deducted. For further information on
referencing see UTS Business School Guide for Writing Assignments.
Other requirements
Marks will be deduced for late submission of the assignment.
If there are any unforeseen changes to the information in this document, they will
be announced on UTSOnline and/or in class. It is your responsibility to note any
changes.
24736 Marketing Communications Assignment #1
KC Spring 2020 UTS CRICOS 00099F Page 3 of 4
Marking Criteria
The assignment will be marked using the following criteria:
Criteria Weight Description
Conviction 50%
Quality of the argument: strong, sensible,
deep, focused, conclusive.
Completeness 40%
How well the topic/issue is covered; both
positive and negative aspects are covered;
supported by reliable sources/materials.
Presentation 10%
How well the paper is presented; written
expression; proper referencing
Timeline
Due date: Week 6 4pm, 2 September 2020
FAQs
CHOOSING A COMMUNICATIONS PIECE
The communications piece should be delivering a more complete message by itself,
such as a print ad, a radio ad, a video (online or tv), one social media post
with its hashtags, text, and image(s)/video, one outdoor, one guerrilla marketing
campaign execution.
Do not pick a picture of packaging, or a picture taken of a website.
If you think it is necessary, you can include more than one execution of the same type
of communication, such as 2 or 3 Facebook posts if they are all slight variations that
would help interpret the same campaign, e.g., each post having a different flavour, or
using a different actor to deliver the same message.
You do not need to analyse all the campaign components, just choose one piece.
Different executions could have different objectives etc. Obviously, your critique will
be strengthened if you consider the broader context, e.g., the piece youve selected in
contrast to previous campaigns (e.g., how it builds on their long-term branding, or
whether they have repositioned, whether this is good or bad, etc.). You can also use
information about the brand (is it a National brand, new brand, market leader, etc.);
or, whether the campaign is a response or contrasts with a main competitor in the
same market, etc.
WHAT CONSTITUTES A HEALTHY SNACK BAR?
This is something for you to consider. I would recommend you think about something
that has natural ingredients only and is free from additives, etc.
24736 Marketing Communications Assignment #1
KC Spring 2020 UTS CRICOS 00099F Page 4 of 4
Feedback from previous projects
GENERIC FEEDBACK
Use spell check and grammar checking tools (e.g., Word or Grammarly, etc). UTS also has
assignment help available.
Objectives – Make sure you understand the difference between marketing and
communication objectives. Communication objectives you should not state that a
communications piece does them all, choose the main one. If you think that it is
awareness, consider whether it is recall or recognition.
CHARACTERISTICS OF OUTSTANDING PROJECTS
Thorough understanding of circumstances in which chosen ad piece was likely to
be consumed by the audience, including:
How a media type/vehicle was likely to affect one specific or different
target audiences
Audiences likely previous knowledge/attitudes toward the product/brand
Overall campaign/brand objectives and how the chosen piece fit within an
integrated communications strategy
Use of these circumstances in developing balanced critique OF THE CHOSEN PIECE,
& focused word count on the critique (this did not mean that listing all the
possible objectives that a communication can address form a good critique)
Opinions were well supported, e.g., if you claim the ad is focused on BLs then a
reasoning from within (& outside) the ad is used to support this.
Good level of research undertaken
Clear focus on likely objectives of the chosen ad piece, including what the level of
motivation, e.g., sensory gratification, problem removal, etc., and level of
involvement of the product and whether transformational or informational tactics
were used.
Fully addressed the brief with coherent analysis from start to end
Not spending words on tangential discussion; relevance is key
MAIN PITFALLS OF NOT-SO-GOOD PROJECTS
Failure to follow guidelines, including poor choice of ad, lack of discussion on
partitioning, lack (or wrong interpretation) of involvement by motivation grid, lack
of discussion on likely objectives / creative strategies / target audience, etc.
Inclusion of a token negative comment rather than development of a critique
Separate sections that did not seem to be connected to each other
Related to above, inconsistencies in argument
Spending word count on irrelevant / tangential discussion rather than deep
investigation of what mattered most (elephant in the room!)
Lack of understanding of circumstances in which chosen ad piece was likely to be
consumed by audience
Poor academic research use (either inexistent or used as a token, sparsely and / or
without real relevance)
Poor research overall showing lack of understanding of the ad chosen, target
market, brand, campaign, etc.
Poor writing, hard to make sense of sentences Marketing Communication
individual Assignment
UTS Marketing Communication (24736)
Lecture & Tutor: Dr Valeria Noguti
Name: Manni Xia
Student ID: 13011731
Tutorial5 pm
Brand: Quorn
Product: Chicken free slice
1. Campaign Brief Description
The TV advertisement of Quorn company in 2019, in this case, is about chicken free
slices. Structurally, this piece of television advertising is a question and answer
format. During the campaign, “Question” -what food is usually served to everyone at
a tennis tournament. Then the “Answer”- is delicious corn vegan chicken free slices,
and everyone agrees that the home-made wrap with this product is top-notch. Besides,
the characters throughout the advertisement are mainly women and children, showing
the shots of playing tennis and eating the product before and after, and communicate
to the audience with an active feeling. In addition, the advertising content is
accompanied by eye-catching product information shows that it is the high-quality
sources of protein, also benefit the growth and maintain muscles. The final shot ends
to give an attractive brand logo that emphasizes the brand’s core mission: “Quorn-
healthy protein, healthy planet” (see appendix).
2. Positioning and Involvement by Motivation Grid
Positioning refers to the place where the product fits in the market and how well it is
distinguished from others in customers’ minds. Quorn company used the problem and
solution positioning and benefit positioning. The problem, vegans had no variety in
lunchtime solutions, and Quorn made the chicken free slices precisely for that. The
slices cater for both their vegan and vegetarian customer base. Being gluten-free, high
in protein and low in saturates as clearly shown on the labels in the packaging, that
providing many health benefits to the consumers. The advertisement shows that the
product can satisfies both consumers’ taste and their nutritional needs.
In addition, according to the theory of “partitioning”, which is a hierarchy that
determines attributes and defines a subset of competing products, it is designed to
determine the optimal level of advertising (Carter& Silverman, 2004). The “chicken-
free slices” is another sub-category of the total product category. In this campaign, it
is in order to stimulate consumers to switch to choose chicken flavour products,
instead of others such as beef and pork.
This chicken free slices product category requires a low-involvement transformational
brand attitude. The risk of purchase is low, just a simple trial and experience is
enough to entice the customers as they taste very good with close similarity to the real
chicken slices (Whitby 2018). Informational motivation drove the campaign. In
addition, the picture of the homemade part presented by the advertisement conveys
the diversity of product consumption. Moreover, it can be appreciated by vegetarian
consumers looking for something satisfactory and easy to prepare. So that consumers
can easily perceive the characteristics and advantages of the product, also encourage
consumers to try and taste. Providing a gluten-free diet to a growing number of
vegans is certainly Quorn’s objective.
3. Target Customers
The young people, women and wealthy people eat meat substitutes more frequently
(Bogueva, 2018). This also reflects that the target customers are mainly focus on
women and young people who are brand loyalists and switchers, also preferring high-
nutrient, high-protein, low-fat products features. The health characteristics of the slice
and the similar texture of the chicken help to convey positive motivation and allow
people to consider switching to a meat-free diet. In addition, chicken pieces are also
suitable for people with gluten intolerance and sports cultures that require low fat and
high protein. Therefore, the ad uses positive and beneficial effects to maintain brand
loyalty and reduce the likelihood of brand conversion.
4. Communications Strategy and Objectives
The campaign’s objective is to organize popular meat products and provide, not just a
healthy alternative but a delicious one as well. Positioned as cheap and highly
nutritious vegan chicken slices, the strategy to use the TV ad as market
communication was perfect to advertise the slices effectively. Women, especially
mothers, are avid TV watchers, and they also form a considerable population of the
vegan customer base as they try to tackle the threat of unhealthy fast foods in their
households (Radzicki, 2017).
The ad is short and very informative. Within less than thirty seconds, the company
was able to make the customer feel already comfortable with the product. Focusing on
their health-based pivot points of gluten-free and low-fat, the ad is able to deliver key
components of the slices that could have otherwise gone unnoticed. The TV ad is
relatable and has an appealing vibe to the audience, from the smooth soundtrack to the
soothing narrating voice. The choice of the environment as the tennis court adds even
more of that athlete-friendly atmosphere.
5. Creative Strategy and Tactics
With a shift in trends, from the unhealthy, environment-harming meat products to the
healthy and nutritious meat substitutes, the chicken-free slices are entirely plant-
based, making it environment-friendly which is the opposite of the real chicken slices.
The big labels on their packaging, promoting their main selling points, was an
effective tactic. It is sure to catch the eye of lots of people on the lookout for gluten-
free products.
The ad aimed to make you hungry, and it surely does a good job of it. The video shots
are exquisite; the slices in the ad look magical and will leave you wanting just to grab
a bite.
6. Conclusion
The downside to using the TV ad as a marketing medium is that TV viewership has
gone down over the years. The TV has been a victim of streaming and social media
(Luckerson, 2014). It no longer commands the same respect as it did before the
internet. The money-driven meat industry is not taking lightly to the intrusion into
their culture and is currently fighting the plans to organize meat-based products.
The campaign was an overall success. The ad has more than four thousand views on
YouTube with positive comments. The video is perfectly short, just enough to keep
you attentive and alert to the content. The chicken-free slices are highly regarded for
their taste and all-vegan constituents. It has a lot of positive reviews, from customers
to chefs. If they could make more such ads, and also explore other marketing media,
such as social media to get to their target customers, it would be helpful in achieving
their objectives.
Appendices:
Quorn chicken free slices TV advertisement screenshot
Website link:
dex=1.
References list:
Bogueva, 2018, Marketing Meat Alternatives: Meat Myths and Their Replication in
Advertising for Plant-Based Meat, Handbook of Research on Social Marketing and
Its Influence on Animal Origin Food Product Consumption pp. 313-326.
Carter& Silverman, 2004, An empirical approach to market Partitioning, Journal of
Targeting, Measurement and Analysis for Marketing Vol. 12, 4, viewed 24 August
2019,
Luckerson, V. 2014, Here’s Proof Television Is Slowly Dying, viewed 20 August
2019,
Radzicki, M. 2017, Why 79 Percent of American Vegans are Women, viewed 22
August 2019,
Whitby, R. 2018, Quorn Launches Vegan Deli Line, viewed 23 August 2019,
