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 15th 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).
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
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