Richmond's Peacekeeper Campaign

Richmond's Peacekeeper Campaign

The Campaign

Saatchi & Saatchi London and Kerry Foods are launching a new Television and Print campaign to promote their Richmond sausages, and promote their product as being the peace keepers at meal time. The campaign launches on a Saturday on the 15^th of February 2015, and was encouraged after Richmond Sausages were awarded the account last year by Kerry Foods.  

The campaign is directed towards families to remind them of the unique aspects in the sausages – the unique taste of the sausages that appeals widely to the general public, and the no bits texture of the product.

In the television advertisement made for the campaign, the peace the product supposedly brings to families is clearly displayed. The advertisement shows two young boys fighting at teatime, but when a Richmond Peacekeeper turns up with a case full of Richmond sausages, the boys soon settle down and their attention turns to the product. When the Peacekeeper enters the house, a dove carrying an olive branch accompanies him- the audience can easily link this with tranquillity, as due to the bible story ‘Noah’s Ark’ this symbol represents peace.

The content of the television advertisement depicts reality, as it tries to focus on something every family can experience at meal time – the family arguments. Whether it’s a couple bickering or the children fighting, every family has their moments. The advert tries to imply the sausages are so good, that they can distract us from these moments and bring peace to dinner time. This content shows that the Richmond’s Peacekeepers campaign have thought carefully about the timing, context, and target audience shown in the advertisement.

The advertisement was inspired by the thoughts of the marketing staff at Kerry Foods and employees at Saatchi and Saatchi, who came up with the idea that sausages brought tranquillity to dinner time. This is displayed through the following quotes:

“Richmond is a tasty, succulent sausage loved by the whole family. In fact, Mums tell us that Richmond night is one of the most peaceful, happy nights of the week because everyone, from the oldest to the youngest, just loves the taste. Saatchi & Saatchi have helped us bring this brand benefit to life in an entertaining and original way; and we are hopeful that this advertising will help us grow the brand and bring the great taste of Richmond to more British families.” – April Redmond (Chiel Marketing Officer at Kerry Foods)

“Peace at meal time is a promise which Richmond sausages really do deliver on. My kids will vouch for that.”- Paul Silburn (Creative Partner at Saatchi & Saatchi)

The Richmond Peacekeepers campaign cost over £6,000,000 to produce, and is ready to be aired on live television and promoted on the web in 2015.   

Annotation of the Print Advert

Purpose:

The purpose (similar to the television advertisement) is to remind people of how good the taste of the product is through displaying how much peace it brings at meal time.

Content:

As the print cannot display a squabbling family at dinner time and the effect the product can have on this in one image, the print features a bowl full of Richmond’s Sausages and in the foreground a dove holding one of the sausages on the tip of its olive branch. The dove is not only used in the print to symbolise peace, but also used as a link to the advert – as if the audience have already seen the campaigns television advertisement, they will be easily reminded of the message of peace it brings to dinner time. This print is also featured at the end of the television advertisement, so again is an obvious link and reminder to the campaign.  

Typography:

The typography is thin, slick and capitalized. This works well as due to the font being fine, it appears more fancy, but to make up for the more eye grabbing attention it would have received if it were bold – the writing is capitalized. The font is also white, matching the purity of the peaceful dove.

Composition/Layout:

The sausages are featured directly in the middle of the print, as the main product they are trying to market is effectively displayed as the central focus. Due to the composition, we then move our eyes to the bottom right of the print, where we see the dove in the foreground reminding us of the message the campaign is trying to tell us. There is also nothing else featured in the print excluding the slogans and logos, which doesn't distract us from the main content featured in the print.  

Slogan:

“Brings peace to mealtimes” – Again this is used to remind us of the impact the sausages have on families at mealtime, but is also effective and brings more sense to the print if the viewer’s haven’t already seen the television add.

Target Audience:

Although Richmond’s Sausages appeal to the general public, the campaign is specifically aiming their product towards parents of families, as the makers of the campaign have seen a trend in the impact it has on parents and children at dinner time.

Reach, Relevancy & Frequency:

Advertisements on television are shown frequently, so the advert will stick into both children and adults minds. It will most likely reach a lot of people if featured on a variety of channels, and to help the product stick in the viewer’s minds, the prints are there as a reminder of the product when the audience aren’t watching television in their living rooms (therefore reaches a broader audience and viewers can be reminded of the product everywhere they go).

Resourceful sites: 
http://saatchi.co.uk/en-gb/work/peacekeeper/
http://saatchi.com/en-uk/news/saatchi-saatchi-london-launches-first-work-for-richmond-sausages/
http://www.thegrocer.co.uk/opinion/bogof/richmonds-peacekeeper-serves-up-a-smooth-sausage/354694.article

Advert Analysis

On Agency: Greenpeace ‘Save the Arctic’

Purpose:

This adverts purpose is to persuade the audience to donate money towards saving the Arctic, and more specifically raise awareness towards the destructive contribution oil companies have in these habitats.  

Content: 

They have deliberately chosen to feature a polar bear in this advert due to it being an endangered species that the viewers are already aware of. Polar bears are pure and aseptically pleasing to look at, which contrasts with the black oil also featured in the advert. The positioning of the polar bear is extremely effective, as the animal is looking directly at the viewers as if to tell them it’s dependent on them. This way the viewers have no choice but to look at its helpless face, and therefore may feel a sense of guilt for doing nothing. The polar bear is surrounded by broken ice, which again shows us the damage oil companies have on this habitat. Lastly, there is a black hand print smothered on the leaflet, which is clearly a humans print – this represents the damage oil companies have had, but also enhances the fact that we are the species causing it (bringing even more guilt to us as viewers). 

Typography:

“All oil companies see is profit” - The typography is thick, large and bold which draws the audience’s attention to it first. The font colour is black, which stands out against the light and pure colours of the polar bear and habitat. The font type is also extremely effective, as the text is dripping which clearly represents the oil and pollution that is having a negative effect on the environment.  

“We see the pristine wilderness” – This typography is a juxtaposition to the other slogan featured in the print, as it is pure white font and there is no oil connected to it- which is exactly what the campaign claims to see for the future.

Composition/Layout:

On the leaflet the stable ice in which the polar bear is standing on takes up only a fraction of the print in comparison to the broken ice displayed. This could symbolise the amount of pollution that is taking up and destructing the artic- representing the polar bears losing their home.

 Slogan:

“All oil companies see is profit” – This text featured on the prints purpose is to manipulate the audience into thinking oil companies are selfish, don’t care about the habitat, and only want to swallow up people’s money. They believe that if they can persuade the audience to turn against the oil companies, they will be more encouraged to donate money to their campaign.

“We see the pristine wilderness” – In other words, they see hope for the future and by making this evident on the broacher they are trying to reassure us that it is something achievable, encouraging us to put our trust in them and donate our money towards the cause.

Target Audience:

I believe the target audience is very broad, as many people are environmentally conscious.  They are trying to appeal to animal rights activists as well as the general public. If they were targeting any specific ages, I believe the target audience would be 25+ as children and students may not have the money to be donating money towards campaigns.

Link to the campaign page: http://www.onagency.co.uk/on-integration

Brownstone: Ashcroft Antony

Purpose:

Ashcroft Anthony are an accountancy that appoint people for strategy expertise, and are try to persuade their audience to go to them for support.

Content:

They have chosen to feature someone standing on a man in well-worn clothing who’s on his hands and knees. This is a position that displays self-sacrifice, and an act that shows support from one person to another. This is used to portray that Ashcroft Antony are an accountancy who will go out of their way to help out their clients. There is also a fence in this shot, which implies the person with support is attempting to look over it in search for something. This could represent the accountancy helping the clients to find exactly what they are looking for, with all the support they can offer.  

The image is also in black and white, which could link to the idiom “black and white” – which means it’s a very clear choice in which you can’t go wrong (maybe referring to the use of their company).

Typography:

The Ashcroft Anthony slogan font is simple yet classy, which doesn’t distract too much from the main content. Again it emphasises the level the company are trying to get to with the clients, as the font is soft and un-capitalized which gives it a welcoming/homely approach. The logo which accompanies the Slogan is purple, which compliments the black and white- bringing colour to the image, but also helping the Slogan stand out amongst the image.

Composition/Layout:

As the man on his hands and knees represents the accountancy, and the person standing on him represents the clients, the layout of the print also enhances the messages they are trying to get across. By having the accountancy positioned bellow the clients, they are trying to imply that the company put their clients before themselves – therefore again trying to gain trust from them.

Slogan:

“We’re different, we’re unique. Understand our position and enhance it.” – Yet again the company is pointing out their position through their slogan, and are pointing out their originality and helpful intentions towards their clients. They state that the clients will be enhancing their position by coming to them for support, reminding them their job is to put their clients first.

Target Audience:

I would call the target audience 18+ plus as they’re targeting business and people with large amounts of money (students and people bellow this age are very unlikely to be looking for this financial support).  

Link to the campaign page: http://www.brownstone-design.com/the-work/?cid=ashcroft-anthony