How To Develop An Advertising Campaign – Peperami Bites

Objective of the Advertiser for promoting Peperami Bites

How to Develop an Advertising Campaign.
 

Peprami, a meat snack brand is launching a new type of Peperami snack- Peperami Bites. These are dried sausages shaped likes bites, which can be kept and stored in the fridge. There are ten to fifteen little sausages in each of the Peperami snack bags available in three exciting flavours: BBQ, Original and Hot.

The objective of the advertiser can be summed up in the following points:

To increase brand awareness within the target market about Peperami Bites, the target audience being young school going kids.

To efficiently communicate the benefits of consuming the snack to the customers

• To increase sales of the snack
• To give nutritional details about the snack to the customers
• To enhance the brand image of Peperami
• To eventually convince the customers to switch brands
• To build up the confidence level of the organization 

The advertiser wants its customer to think of nothing else but Peperami Bites when they want to much on a snack in between the meals. They want to portray it as a snack which can have no substitutes. The Campaign has to be planned and implemented within a short span of two months because there is always a threat from the rivals to come up with a similar product to attract customers on its side (Parente et al. 2014). The Peperami product needs to be widely promoted for it falls into the category of FMCG (Fast Moving Consumer Goods). The customers need to know that there exists a snack which promises to help the hunger pangs which hits the active and young school going kids in between meals.

A lot of market factors can also influence the advertising campaign such as the political scenario, the customer’s cultural affluence, competitors, legal constraints and so on. The Advertising campaign of the Pepperoni Bites abides by all these factors. 

When an advertising campaign is planned, the advertisers have a certain goal in mind as to how the consumers will react. Should they be reminded or informed about the product or should they laugh or shed a tear looking at the advertisement? To appeal to the perception of the consumers, The Peperami Bites Advertising campaign will aim for not only maximise the interest of the people by luring them to read and listen to the advertisements but also fascinate their senses.

Another factor that entices the customers towards a brand is the emotional appeal of the advertisements. The Peperami advertisements will be designed in a way to convince the consumers that the brand is in touch with their needs. The image of the brand suggested by its mascot: The Animal is an unconventional, unorthodox one which will evoke a positive response from its customers who are young and enthusiastic, school going fellows. The appeal of the advertisements will be humoristic and far from being politically correct which will connect with its target audience.

Factors influencing the advertising campaign

The Peperami Advertisements are also simple enough for the audience to understand. There are no mixed messages and ambiguities in the advertisements. It clearly says what it wants to. Eat Peperami Bites when you are hungry. The advertisements are also persuading and convincing in nature. Elaborating about all the nutritional facts about the product, the advertisement is especially appealing to the mother of the young adolescents not to be sceptic about the health benefits of the snack.

The advertising campaign of Peperami bites adheres to the legal and ethical constraints that are prevalent in Australia. They are purely factual and do not intend to mislead its customers in any way. The advertisements confirm to the Australian Consumer Law, which prohibits deceptive and misleading ads, false representations and unacceptable conduct. The law also strongly stands against bait advertising. The Peperami Advertisements have been designed in a way to confirm and abide by all the guidelines mentioned in the ACL (Davidson 2013).

The Client profile is of Peperami, a pure meat snack brand. The brand sells separately wrapped pork salamis. The company makes 100% high quality pork sausages made by the kings of Salamis of Ballarat. The salamis are dried fermented sausages which are naturally smoked. The advertising campaign revolves around the launch of a new range of salamis from the same Brand Peprami- Peperami Bites. These are dried sausages shaped likes bites, which can be kept and stored in the fridge. There are ten to fifteen little sausages in each of the Peperami snack bags available in three exciting flavours: BBQ, Original and Hot.

The aim of the advertising campaign is to create advertisements and feature them in the most popular mediums like print and televisions to its customers so that they are attracted towards the product and buy them (Moriarty et al. 2014).The objective of the campaign is also to position the brand Peprami as an unconventional and quirky one in the eyes of its target audience which is young school going kids.

Keeping in mind that Peperami is launching a new range of snack under its brand name; the goal is to create awareness among the target audience about its new product. The customers are already aware of the brand; therefore, the image of the brand needs to be reassured among the target audience. The theme being:” A bit of an animal” is unorthodox and apolitical and very much synonymous with the image of the brand. The aim of the advertiser is to convince the audience that they are the only solution they can turn to when their stomachs are growling with hunger. The advertising campaign will feature advertisements which are innovative and enticing to the audience. This will require huge budget allocation from the brand to promote its new line of product- the Peperami bites (Watson et al.2016).

Perception and emotional appeal in advertising

The advertisements will run in regular short intervals in television channels to infuse the product and its attributes deep in the mind of its customers and enhance its recall value. The advertisement will be aired in all lifestyle channels with special attention to the ones which are dedicated to young teenagers like ABC kids, Disney XD and Discovery (Australia). The advertisements will also be featured in magazines and newspapers whose target audience are young adolescents like Animania, Historicool, Storybox, etc.  

This will require a huge budget allocation because the campaign will be an extensive one. Spending profusely in an advertising campaign is a type of investment and should not be considered as expenditure (Kumar and Patra 2012).If the advertisements successfully meet its objectives then no matter how much capital is spent on them, the results will be certainly worth it.

The snack industry in Australia is highly competitive. Peperami Bites is going to face competitors from a range of different types and resources from each of their product lines.  The Australian snack food industry is also very concentrated with the 50 most popular companies generating 80% of the industry revenues (Aleksandrovs 2014). Peperami Bites’s has an edge over its competitors regarding logistics and the efficiency of production. The profitability can be increased by raising the volume of production and lowering the production cost per unit.

Although Peperami Bites will be one of a kind in the snack category, it has a lot of substitutes in the Australian market which can prove to be a threat to the brand. The major competitors are Grain waves, Doritos and Red Rock Deli. The rate of new entrants into the industry is also very high considering the competitiveness of the industry. But Peperami Bites is not so prone to this threat since it has high product differentiation within the snack food industry in Australia. 

Even though the threat of substitutes will be a matter of concern for Peperami Bites, the quality control which the brand maintains and the wide availability of its product across the country lessens the risk. As long as Peperami maintains its quality, it need not worry about the threats from its substitutes.

The power of the buyers concerning the given brand Peperami is high. The customers are rational enough to switch to other brands if they get the same kind of product at a better price or quality. In such a scenario, it is imperative on the brand to work constantly towards maintaining its excellent quality which appeals to most to its customers. Another way of retaining its customers is to offer the product at a price much lesser offered by the substitutes.

Simplicity and clarity in advertisements

The target audience of Peprami Bites is young adolescents, who due to the high rate of activities throughout the day become tired and look for a fulfilling snack to eat. It is often observed that the brand preference begins with the young people before the buying process. The brand preference among kids depends on two factors- the positive experience of the kids with the brand and their parents liking the brand. Therefore, the advertising campaign of Peperami bites should be mainly directed towards the kids and their parents. While marketing one’s products towards kids, the ethical and legal constraints should be kept in mind.

 The advertising campaign of Peperami Bites adheres to the Legal and ethical codes provided by the Australian Association of National Advertisers which says that advertising directed towards children should be suitable regarding the theme, language and visuals that are used. The campaign has kept all the considerations in mind while designing the advertisements and in no way, they intend to deceive or mislead its target audience.

The Advertising budget allocated for the campaign is a flexible one with methods like objectives and task, a unit of sales and percentage of sales method all compiled in one. The adjustments can be made as and per needs of the advertising campaign in its different stages. To ensure a flexible budget, a contingency fund should be there as a backup to deal with special situations. 

The television and print advertisement will run for a minimum span of 60 days so that it effectively reaches its target audience. To ensure that the frequency is effective, the audience should be exposed to at least four advertisements viewing per week. On print advertisements, it should be regularly featured in all the suitable newspapers and magazines dedicated to the target audience, which is in this case, young school going adolescents.

The audiovisual version of the advertisement would be regularly running at the prime time and as well as during the afternoon when they get back from school and immediately switch on the television. This will guarantee that the advertisement reaches its target customers.

The service providers for the advertising campaign are the media buying agencies which provide the advertisers with the suitable media for their campaign. The campaign managers should form a good rapport   with these service providers and ask them for the best deal possible. The service providers can offer best deals regarding the media if the advertising plans are explained to them in a detailed manner. Television channels require much allocation of the budget since they are an expensive media (Shrimp and Andrews 2013).The advertising space and time slot is also concentrated due to the growing industry and exhaustive competition.

Legal and ethical constraints for advertising in Australia

The service provider’s choices include featuring advertisements on television and print. These two can prove to be the most effective on the given brand, Peperami Bites. The target customers of the brand are mostly exposed to these two forms of media. The advertising campaign will include airing the Ad in eight channels which cover the lifestyle as well as channels which are solely dedicated to the children, like Disney XD, ABC Kids and Discovery Kids.  The campaign will also be carried out in the print media with the print version of the advertisement appearing in the popular newspapers paying special attention to newspapers and magazines dedicate to the younger section of the population. For example, Historicool, Animania,Girl, etc.

The advertising campaign is scheduled to run for two months which is an ideal period for an advertisement campaign to ensure that it grabs its customer’s attention. If a campaign is carried out for more than a span of 45 days, the audience can retain the advertisement in his mind and also recall it later. An advertisement campaign which lasts for more than a span of one and half months ensures that the marketer has shared the information relating to the product or service long enough for the customers to act in the buying process.

Running a campaign for more than two months has a probability to lessen the effect on its customers since they become mundane and less significant to the customers. The target audience, in this case, is young adolescents who might get bored of the campaign and switch to other brands.

It is crucial for the marketers to measure the effectiveness of the advertisement campaigns to ensure that the main objectives of the advertisement campaign are met. The objectives of the Peperami Bites advertising campaign is to create awareness about its products among the young adolescents and their mother to buy Peperami Bites. The financial objective of the advertisement campaign is to drive the sales force and generate revenues for the company which is more than the budget allocated to the campaign. Since the Peperami brand is an established and a renowned one, introducing a new line of product required a huge budget allocation for the campaign process. The financial effectiveness of the advertising campaign can deem to be positive if it generates desired sales for Peperami Bites. 

Television Script Brand: Peperami Bites; Title – “A bit of an animal in every bite.”
Serial Number	Audio	Video	Duration
01	Teenage boy:” Oh my God! I have never been sooooo hungry!” Mom is there something to eat?	A teenage boy is rushing through the door of his home after school.	05 seconds.
02	Mom: Its only 5.30 in the evening. How do you expect me to prepare lunch so early?	Mom comes out of the kitchen.	03 seconds.
03	Peppy instrumental music of the Peperami jingle.	Teenage boy raids the fridge and grabs a packet of Peperami bites and starts nibbling on the Peperami chunks.	04 seconds.
04	Mom: Don’t tell me you will be having this junk right now!	The teenage boy’s mother is infuriated seeing her son munching on Peperami.	04 seconds.
05	Teenage boy: This is anything but junk mom. It is 100% high quality pork meet; naturally wood smoked with a bit of an animal in every bite. Imma loving this totally mom! You must keep a stock of it at home.	A teenage boy is munching and nibbling on Peperami bites taking all his time to enjoy its juicy flavour and explains to his mom the extraordinary taste and nutritional facts about Peperami.	07 seconds.
06	Oh, I did not know all that. I would surely get Peperami bites for my little animal(laughs)	Mom comes and sits with the teenage boy on the sofa and shares a bite of the Peperami snack.	04 seconds.
07	Peperami Bites- for that animal in you. A snack is so yummy you can’t keep your hands off it. Available in four flavours-original, bbq, fire and hot stick.	Peperami brand  mascot: The animal- makes an appeal to his customers to buy Peparmi bites in his own, quirky way.	03 seconds.
			Total duration: 30 seconds.

References:

Aleksandrovs, M.L., Goos, P., Dens, N. and De Pelsmacker, P., 2015. How Consumers’ Media Usage Influences the Advertising Media Mix that Maximizes Campaign Recognition. In Advances in Advertising Research (Vol. V) (pp. 307-319). SpringerFachmedien Wiesbaden.

Danaher, P.J. and Dagger, T.S., 2013. Comparing the relative effectiveness of advertising channels: A case study of a multimedia blitz campaign.Journal of Marketing Research, 50(4), pp.517-534.

Davidson, M.P., 2013. The consumerist manifesto: Advertising in postmodern times. Routledge.

Kumar, B. and Patra, G., 2012. Marketing Exposure a tool for Effective Advertising Campaign. Journal of Marketing & Communication, 8(1).

Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R., 2014. Advertising: Principles and practice. Pearson Australia.

Parente, D. and Strausbaugh-Hutchinson, K., 2014. Advertising campaign strategy: a guide to marketing communication plans. Cengage Learning.

Shimp, T. and Andrews, J.C., 2013. Advertising promotion and other aspects of integrated marketing communications. Cengage Learning.

Watson, W.L., Kury, A., Wellard, L., Hughes, C., Dunford, E. and Chapman, K., 2016. Variations in serving sizes of Australian snack foods and confectionery. Appetite, 96, pp.32-37.