'Heinz brings out the unexpected in food' original objectives, print posters and magazine.
FIRST CLASS
75%
To create a chosen piece of content for any brand with a constructed strategy.
To demonstrate mastery of concepts and techniques covered in the unit for the creation of effective, professional-level marketing communication content.
OBJECTIVES:
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To demonstrate the stated business and marketing objectives throughout the content.
CORE SKILLS EXECUTED:
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Creative thinking; generation of new, creative solutions.
Problem solving; answering the objectives relative to the chosen brand.
Communication; writing and content creation.
Strategic thinking.
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ORIGINAL STRATEGY
(NOT REVISED -
OBJECTIVES ARE SPECIFIC, MEASURABLE, ATTAINABLE, REALISTIC AND TIMELY).
ORIGINAL POSTERS
(BEFORE REVISIONS)
ORIGINAL MAGAZINE
REFLECTIVE CRITIQUE FOLLOWING GIBBS' (1988) "REFLECTIVE CYCLE."
Critiquing and adapting involves identifying the strengths and weaknesses, and revising the work with the determined weaknesses (Beyer and Davis 2009).
“Your critics are your best-friends…” I also considered feedback from my lecturer, alongside friends who constitute the target audience, adding valuable perspective.
The magazine-copy demonstrates effective use of Cialidini’s (2001a) “Weapons of Influence;” studied on the unit and well-respected by researchers (Dietz 2011; Fang and Jiang 2015). For example: “Deference-to-Authority'' by mentioning, “world-leading food scientists.” Upon reflection, the print-posters lacked this. Feedback also claimed the message was “unclear.” A focus was maintained to highlight Heinz’ great taste; avoiding confusion that it’s the food instead. I feel that by claiming Heinz uses “the juiciest tomatoes” highlights this and portrays product-uniqueness, adhering to the consumer loyalty objective. This further adopts Cialidini’s (2001b) “Weapon-of-Scarcity” by emphasising the scarcity of Heinz’ “juiciest tomatoes,” therefore, enhancing the unique-selling-proposition.
The visuals seemed inconsistent regarding Heinz’ branding. For example: white background. Since my "Brands and Branding" unit stressed importance of consistency (Seric et al. 2020), this revision was vital. Further brand print advertisement research was conducted. As the advertisements typically incorporated red backgrounds, revised versions adopted this. Regarding colour psychology in my ‘Content Creation’ unit, red symbolises passion, energy, and excitement (Akcay 2011; Kumar 2017); coordinating with Heinz’ purpose of “passion” and “joy.” Feedback claimed the magazine-copy had “good energy,” therefore, the red background aligns.
I switched the magazine positioning. Human-attention remains right-side when turning pages (Dancer 2004). The added-QR code was strategically placed; direction to the website aims to build loyalty.
I recognise typography as my weakness; adjusting the poster fonts would better-align with the brand identity. Across the next week, I will dedicate 10-hours-of-study to Google Fonts skill-tutorials (Google 2023) to “choose and use type with purpose.” Then, apply further revisions. Learning is continuous.
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300 words.