safcol canned tuna- advertising, media & creative brief

8/4/2019 SAFCOL Canned Tuna- Advertising, Media & Creative Brief

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FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B

Develop a Media Plan

Advertising Brief: SAFCOL Canned TunaBackgroundSAFCOL commenced operations as a co-operative formed by a group of SouthAustralian fishermen in 1945, with initial capital of £33. In the ensuing 65 yearsSAFCOL has cemented its reputation in the production and supply of premium

quality seafood including tuna, salmon and sardines throughout Australia andaround the world. In 1955 SAFCOL took control of the Adelaide Fish Market, andcontinues to manage it today.

SAFCOL has earned the reputation of “The Seafood Experts”. SAFCOL is the onlyseafood company in Australia controlling all aspects of its production from “Shipto Shelf”.

For its Tuna product SAFCOL uses Yellow-fin, Northern Blue-fin and Skipjack. ItsSalmon product is caught off the cost of Southern Chile, and is Medium Red,Pink, or Atlantic Salmon.

SAFCOL are also pioneers in canned seafood, employing a revolutionary andunique cooking process known as ‘single cook technology’. A marked point of difference from competitors who still mainly cook their product twice. SAFCOL’sinnovative process allows for the fish to be cooked once under a steam-vacuum-pressure process, with the finished product superior in taste and succulence,retaining the nutritional and wholesome properties of the fish.

In 2000 SAFCOL brought innovation to the category by becoming the first andonly canned Tuna product to be canned fresh and never frozen, giving the meata lighter, tighter texture, providing a visible quality difference.

Existing competition between tinned tuna brands has increased significantly inrecent years with the introduction and growth in popularity of supermarkethouse brands. Brands compete on price and ability to produce innovativeflavoured tuna products. Packaging design and size is very similar betweenbrands, and consumers perceive there to be little quality difference betweenbrands, making their purchase decision based on in-store promotion (ie buy 5tins get the 6th free), spot-price reductions (ie daily specials), with consumers notidentifying with specific tinned tuna brands, and not demonstrating consistentloyalty to a preferred brand.

Marketing ObjectivesIncrease sales of SAFCOL canned tuna products by 11% during campaign period.Increase SAFCOL’s market share in canned tuna category by 4%.

Advertising ObjectivesIncrease perception of SAFCOL canned tuna as the healthiest choice for myfamily by 35% in the target audience.Increase perception that SAFCOL canned tuna is the best quality product in itscategory by 25% in the target audience.

Target AudienceFemale grocery buyers, 25-45, in metropolitan Sydney.

JADDAN BRUHN





Brand History & PositioningBased on the visible quality difference of the product and it being a premiumproduct, with the USP “you can see it’s better”.

Competitors

Greenseas, John West, Seakist.

Competitor’s AdvertisingPrint ads (magazines), TVC, website, social media, radio

Current Media Strategy TVC & print ads (magazine).

Key Message / USPSAFCOL Tuna serves flavour straight from the sea.

Tone / MannerInformative, bright, contemporary, enticing.

MandatoriesSAFCOL logo, online links (company website & social media), package shot,product shot.

Budget$2,000,000

Timing

Jan – Mar 2011

JADDAN BRUHN



FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

SWOT ANALYSIS – SAFCOL Tuna

STRENGTHS• Heritage brand with long Australian history

• High brand awareness

• Controls vertically integrated supply chain

• Unique cooking technique

•

Healthy choice product

WEAKNESSES• High resourcing cost of packaging

• Brand has not diversified

• Has not kept up with product extensions of competitors

OPPORTUNITIES• Product has global appeal (unencumbered by religious

or ethnic restrictions)

• Market positively responsive to innovation /experimentation with flavour

• Long shelf life makes product less sensitive to glitchesin supply

• Strong export demand for product

THREATS• Highly competitive market with global brands

competing in the local market

• Periodic negative publicity on global fishing practicestarnishes perceptions of locally sold tinned tunaproducts

• Industry as a whole very sensitive to environmentalissues and to potential cost impact of future

introduction of ETS / carbon trading scheme

JADDAN BRUHN





The Media Brief

SAFCOL Canned Tuna

Media Objectives

The Media Plan is designed to reach the majority of the target audience with a frequency of at least four times during the campaign period. Utilising the selected media the campaignflight pattern is continuous with bursts of activity at key points during the campaign;familiarising the target with the campaign message and inspiring a call to action as keyevents during the campaign promotion approach.

Varying the media utilised and shaping the communication around the target’s media andlifestyle habits, acting on the target’s creative instincts and interest in finding out more,reducing wastage and acting to ensure the target is exposed to the campaign message

many times over the campaign period is best achieved through the media selected, avoidingheavily pushing the campaign message in traditional media only, which may negativelyimpact the target’s perception of the advertisement’s focus.

Geographic areas to be covered

The draw area is metropolitan Sydney. Target audience lives and conducts their life in thegreater suburban area of Sydney, with a specific focus on the areas of more notablepopulation density, and areas where there is a greater propensity for households with two or more children, i.e. Western Sydney.

When do we talk to them

As a FMCG, this has a very short purchase cycle, and may even be purchased several timesa week. The target needs to be reminded several times leading into a purchase toencourage brand shifting, to aide recall and help differentiate from competitor brands at thesupermarket shelf.

Creative requirements

The product packaging and contents will need to be shown to visibly highlight the qualitydifference. To invoke desire for the product and develop consumer interest, colour andmovement would be used.

JADDAN BRUHN



FMCG – SAFCOL Canned Tuna – BSBADV512A Develop an Advertising Strategy and Brief & BSBADV507B Develop a Media Plan

Media Plan Budget

January to March 2011

SAFCOL Tuna

JAN JAN JAN JAN FEB FEB FEB FEB MAR MAR MAR MAR MAR TOTAL

2-8 9-15 16-22 23-29 30-5 6-12 13-19 20-26 27-5 6-12 13-19 20-26 27-31

Radio2Day FM (mon-fri x 4breakfast)

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00

6,000.00 $78,000

MagazineWoman's Day - Full PageColour (NSW only) 307 x230 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 28,775 $374,075Aust Women's Weekly -Full Page Colour (NSWonly) 285x230 24,495 24,495 24,495 $73,485

Online

dailytelegraph.com.auLeaderboard(728x90pixels) - weekly 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 11,250 $146,250

Woman's Day eDM(weekly newsletter) 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 2,000 $26,000

Sub Total $697,810cost pertarp TOTAL

Television

Sydney

Channel 7 50.00 50.00 50.00 50.00 50.00 50.00 50.00 50.00 2,500.001,000,000.

00

Channel 9 25.00 25.00 25.00 25.00 25.00 25.00 25.00 25.00 2,000.00 400,000.00

Sub Total$1,400,00

0.00

FINAL TOTAL$2,097,81

0.00

JADDAN BRUHN





The Creative Brief

Client: SAFCOLBrand: SAFCOL Canned TunaDate: 29/09/2010

Account Director: Jaddan BruhnCreative Team: Jaddan Bruhn

Role for AdvertisingIncrease sales of SAFCOL canned tuna products by 11% whilst growing market share of canned tuna category by 4% during campaign period. Improve perception of SAFCOLcanned tuna as the healthiest choice for my family by 35% in the target audience, andincrease their perception that SAFCOL canned tuna is the best quality product in itscategory by 25%.

Target Audience

Demographics – Females, 25-45, married with children, employed and stay at home

mothers, residing in greater suburban Sydney.

Psychographics – Conventional Family Life, grocery buyers, managing competingconstraints of balancing family budget, keeping up with mortgage payments, providingfor needs of growing family, whilst making affordable healthful choices to supportfamily’s nutritional requirements. Weekend time is spent entertaining at home and onoutdoor activities with the children.

Behaviour and usage – Canned tuna is more likely to be consumed on a weekday, andis perceived to be a healthy choice. Large size cans of tuna are used as a mainingredient in family dinners & the target buys several in advance of use to keep on hand“in-case” due to long shelf-life, medium size cans are used for salad lunches at home, orconsumption straight from the can at work, and the small size cans are used for snack orlunchtime consumption straight from the can at school or work, and purchase volumereflects volume of consumers in the home times the days of the week.

Key consumer insight – Eating tuna straight from the tin at lunch means I don’t needto take a sandwich, so I can reduce my carbohydrate intake – with SAFCOL it looks andtastes as though I am eating something real.

Key Thought or USP – SAFCOL Tuna serves flavour straight from the sea.

Support – SAFCOL is the only tuna canned fresh and never frozen. It also employs aunique “single-cooking” process it pioneered that produces a healthier, better qualitycanned tuna product.

Tone and Manner - Informative, bright, contemporary, enticing.

Desired Mediums – TVC, Print (magazine), radio, online banner, electronic direct mail.

Budget - $2,000,000

Timing - Jan – Mar 2011

Mandatories - SAFCOL logo, online links (company website & social media), packageshot, product shot.

JADDAN BRUHN

safcol canned tuna- advertising, media & creative brief

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