marketing communication

Marketing Communications

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Gardein Meatless Meatballs

Campaign Brief Description

The image presented in the print advertisement focuses on three particular products which belong to the company, Gardein, one of the companies involved in the production of meat-free alternatives. The three products featured in the advertisement are the classic meatless meatballs, the stuffed turk’y, and the seven-grain crispy tenders. The background featured behind these particular products is a Christmas tree which has been decorated with red and gold ornament balls. Based on the image provided in the print ad, the dark background was used to enhance the image by drawing one’s eye towards the three products. The packaging used for the product is white. However, there are other colors such as orange, yellow and beetroot red. Each package has an image of what is being sold by the company such as the meatballs, the stuffed turk’y and a small picture of the crispy tenders. The positioning of two of the products was done accurately to draw the eye of the viewer towards the product. However, the third product, the crispy tenders was not positioned accordingly since the product’s packaging was cut off from the scene. In two of the packaging, the nutrient content has been provided which shows the number of calories present in the product. Further information provided in all three products is “I’m meat-free.” This particular statement present in the three products was offered to show that the three products ought to be regarded as meat-free alternatives. Furthermore, two of the products stated that the product would be suitable for veggie lovers as well as meat lovers.

Category Positioning and Involvement by Motivation Grid

One of the positioning strategies which was employed in this particular advertisement will focus on product features. The print ad focuses on the Christmas holiday. However, the meaning of the ad will highly revolve around holidays. The product features focused on products which will be consumed during the holidays such as turk’y and so on. Hence, it is different. The products have been privately labeled which denotes their quality as well as their price. Therefore, the exact market that Gardenia will compete in will focus on the food industry, in particular, in the meat-alternative industry since the products being made and sold are meant to serve as alternative to meat (Percy, 2016). 

Expensive

Product one: meatless meatballs

Product two: stiffed turk’y

Product three: crispy tenders

Low Nutritional value High Nutritional Value

Inexpensive

The involvement by Motivation Grid will highly focus on recall brand awareness. The customers who decide to purchase the product will buy it to satisfy their need for meat since the product bought can be regarded as a meat alternative. The brand attitude will focus on low involvement since the product will be purchased frequently by the customers. The negative motivation will concentrate on meat, and the positive motivation will focus on meat-free produc,

Target Customers

The target customers for this particular advertisement will focus on vegetarians who may wish to cook alternative meat products during the holidays or any day. Furthermore, the target customers of the ad will also concentrate on meat lovers who may want to try alternative meat products which will not only have a similar taste to meat but will also be more nutritious.

Marketing Communications Strategy and Objectives

The primary objective of the advertisement is to increase the brand’s sales volume. The sales volume will focus on an increase in the number of sales made regarding the three products which have been presented in the print advertisement. The print advertisement, which draws the eyes of the viewers towards the products, can be used by the company to increase its sales since it showcases the products in positive light. Furthermore, the product’s packaging is quite attractive. One of the primary projective will focus on market share. The market share for alternative meat products has highly focused on Beyond Meat and other brands. The print Ad will be able to gain a good percentage of the market share (Fill, & Turnbull, 2016). 

Furthermore, it may also lead the brand to encounter profits which is another primary objective. The advertisement managed to meet its intermediary goals by making customers aware of its products and nutrient values. The ad also managed to increase the brand’s performance as well as its reputation as an organization which produces quality alternative meat products.

Creative Strategy and Tactics

The original strategy which was employed in the print ad focused on the Christmas tree and the ornamental decorations. The products being advertised suit the theme of the advertisement since the theme focused on food which can be eaten during holidays. The advertisement’s message which was executed through the ornaments and the tree focused on alternative meat products that can be eaten during holidays by vegans and meat lovers (Blakeman, 2018). 

References

Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.

Fill, C., & Turnbull, S. L. (2016). Marketing communications: brands, experiences and participation. Pearson.

Percy, L. (2016). Strategic advertising management. Oxford University Press.

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