Task 1: Research Portfolio (U20: P1, M1 U24:P1)
M&S Brain Food Campaign:
England women’s football programme accessed 2025 screenshot by me
Picture - screenshot from this website
Screen recorded by me https://youtube.com/shorts/AmaYSuQwuqE?si=lvTR3F4AtG8nn-I0U YouTube access 2025
M&S instagram page accessed 2025 for both screenshots accessed by me
Year of campaign 2025
Aims and Objectives:Aims - the aims of the M&S “brain food” range is to create a food range that is supposed to fuel and help your brain function and provide a steady supply of energy for a brain to function everyday normally. This new range was created which a wide option of sweet and savoury foods to entice their audience to buy a whole meal deal of food good for their brain. This is a rebrand of their healthy food range as its specific and pin points a bodily function to help and increase. The term brain food is supposed to entice the consumers.
Objectives - M&S chose to incorporate this within their food range as it campions six brain health - supporting nutrients that many of us lack in our diets such asa omega 3, iron, zinc, iodine etc. It was also made to support gut health, high protein meals and weight management.
Target Audience:
The main target audience for this food range is for people who life an active lifestyle. People who live a lifestyle which is included in sports, the gym or any kind of physical activity daily as they need a sufficient amount of brain health to help them maintain their physical needs. It is also targeted at people who live a hardworking life such as a very demanding thinking and or smart job as well as people who are studying in education such as GCSEs, A-Levels and further studies as they need to have sufficient amount of brain health to help them attack everyday mental challenges. It is inclusive for all genders, ethnicity, race, religion, disability and age as it has a range of food with a range of options with no limits.
It is targeted at a female audience aged 16-25 as it features female footballers who this target audience couldn’t aspire to be and look up to as well as they are similar ages so will be able to have personal identification and relate to them which would make them more inclined to buy the product.
Key messages:
The unique selling point is not only about raising awareness for the lack of nutrients in peoples everyday life and diet that helps stimulate brain nutrition but to also allow consumers to have their pick on a wide range of healthy food options that help support brain function as well as gut health which a lot of people struggle with, as well as high protein meals for people to help with muscle mass and also weight management foods to help people who are on restricted diets for health reasons and or calorie deficit.
Approach:
In order to attract their audience M&S have chosen to use bright and colourful packaging for the whole of the “brain food” campaign, this allows consumers to be enticed to have a look and or read up and research about this new range. The colours make people more inclined to buy it and try it as it is applying and satisfying to look at. Another way they are grabbing the attention of the consumers is through the celebrity endorsement they used their partnership with England football team and used famous England lionesses and men’s team in their campaign trying their new range to make people more likely to try it if their favourite famous people enjoy it as well.
Representation:
The video advert has a positive representation as its feature of the video includes England women football players, this is a positive representation as it is showing them in a good light. This gives mass exposure to women’s football as people are going to want to either follow their journey from this video and or want to start watching women’s football. So this advert not only allows for their brand exposure but also exposure to their partnership with women’s football. Also the women’s football fan community will feel more welcome by the M&S advert and therefore more likely to buy their brain food range. This positive representation is also translated through the poster in programme which includes close up of what the food looks like inside and out of the box so audience know what they are getting but also female women footballers which is a counter type and puts women in a dominant and positive light. The food is brightly coloured in the social media and poster this gives its positive and inviting representation from the audience.
Campaign Logistics:
Coming up is a very significant event of England lionesses in the euros and as a result of that and their ongoing sponsorship with the England teams M&S are sponsoring and promoting their new “brain food” range through out their programmes and on the England social media. The campaign was released at the start of this year, this is due to this year being women’s euros and it was beginning the countdown and excitement as they won the tournament previously. They will reach their target audience of active people as they are using England football team as a result the audience who watch them are more likely to follow an active lifestyle and therefore it will reach their targeted audience. Also they scheduled TV adverts on a a range of channels, this will target an older audience as they are more likely to watch the TV and therefore will reach an older generation. They are also posting this on their social media platforms as a way of attracting a younger audience as they are more likely to be on social media and therefore they reach they intended audience.
Choice of media:
They used a print advert in women’s football programme, this was useful as the people who were going to consume this advert were people who were avid fans and followers of football this means they had reached the audience of people who are more inclined to live an active lifestyle, therefore they are more likely to go and buy the products. They also used their social media platforms as on instagram, this is very successful in order to attract a younger audience, this will attract a younger audience because younger people are always on their phones on social media so they are more likely to view it if it comes up on their feed. They also did a video including a taste test with women and men England football team players, this is very successful because people who see their favourite players it that food will make them more inclined to buy and eat that food as well as they are easily influenced by their favourite celebrities.
Call to action:
There have been multiple reviews on the new range and all if not most that I have seen have been very positive, in most reviews people have stated that the food has been extremely tasty as well as making people fell more healthy and happy when eating the food. The reviews have also said they have felt more focused after eating it which proves that the brain food is doing as it claims which is the best review possible. This campaign as a whole was extremely successful as many people bought the whole range to taste test just because the England women were in the campaign which means there purpose was met by including the lionesses as they reached their targeted audience.
Relevant legal and ethical Issues:
One legal issue surrounding the campaign video is that it could be misleading, misleading means that people could interpret the advertising wrong. This could be misleading to viewers as the range contains supplements that are supposed to help with brain functionality and therefore some viewers may believe that that’s all they need to eat to make themselves smarter and stronger and not study and or go to work or the gym. Another legal issue is copyright, copyright is a legal issue which means all content is original and not stolen. they needs to consider that all their advert and work into the campaign was all their own and nothing was stollen by other competitors, this makes their new campaign unique and exciting for consumers. To make sure their content wasn’t copyrighted they went out a researched and filmed and created original content which was all sourced in house. An ethical issue could be exaggerated claims of it improving your cognitive the development, this campaign could be seen as prioritising profit over health by promoting the brain food with questionable and unreliable benefits.
Regulatory bodies:
Ofcom allowed it to be put on Tv which means the advert was acceptable and wasn’t seen as harmful, to anyone who viewed it. This means the advert they made was successful enough to be used on the Tv in a very expensive time slot. The advert must have also been accepted by the ASA and met all the requirements to be allowed to be used on different platforms. The M&S campaign was inoffensive and therefore fit the guidelines.
Poppi
NEW FAVOURS SUPER BOWL CAMPAIGN - Jan 2025
https://www.youtube.com/watch?v=4LDn46rb_gc - video advert - YouTube Poppi - accessed 2025
Billboard
Screenshot by me - access drink Poppi instagram
Aims and Objectives:
The aims for the drink Poppi was to recreate soda in a new healthy and more positive way. This drink contains prebiotics which are a special type of fibre that act on the food for healthy bacteria in your gut. Each Poppi contains agave insulin, a prebiotic extracted from an agave plant. They wanted to make this drink accessible and affordable so it can convince everyone to prioritise their internal health with every sip. It has values of encouraging wellness and spreading joy. They chose this aim as there is a gap in the market for a nice tasting healthy fizzy drink that is good for your body instead of the stereotypical idea of fizzy drinks rotting your teeth. They will also create awareness through using a digital platform like TikTok and instagram and target it at influencers and people who follow the certain famous influencers.
Target audience:
Poppi’s target audience is for a dynamic mix of people who are health-conscious, prioritise wellness and enjoy living an active lifestyle. People who live an active lifestyle e.g. sports, gym or yoga this drink is supposed to support those who live an active lifestyle and make them feel as those their drink intake supports the lifestyle they intend to live. This main target audience is those aged 25- 45 but due to them having a big digital platform people of a younger age have been influenced to also buy such a teenagers and now their primary target audience is starting to become teenage girls. They aim their drink at stereotypical girls due to the exciting vibrant packaging and “girly colours”. It is aimed at upper class due to the price being $5 for one drink, it is also unavailable in the UK so aimed at Americans. They also include a range of diversity within the campaign video such as black and Indian people this is done to reflect diversity and entice a wider audience to drink their product and make everyone feel included.
Key messages:
The key message of the Super Bowl campaign was to hopefully make poppi the summer drink of the year by making their drink an exciting fizzy drink yet healthy and aesthetic. In the campaign they included the reaction famous influencers having the drink and the happiness it brought them, also they were all in swimwear looking active, this would as a result promote the viewers to drink Poppi and live an active lifestyle. This campaigns message was successful as at the time of the Super Bowl advert people were all getting food and drink out and about at half time and due to them seeing this advert convinced people to go and buy a Poppi as a healthy alternative instead of something else. Another key message is to have a wide range of fun flavoured drinks as shown on the print advert which features new flavours such as wild berry, orange cream and cherry cola this means that everyone can find a flavour that they will enjoy.
Representation:
In the advert poppi include people of a multitude of different races and ethnicities this is a positive representation as it will make more people want to buy the drink as they feel welcome and included by the brand, in the video it also shows people being happy and smiley while being active this gives living an active lifestyle a positive representation and might influence other to life a healthy and happy lifestyle. To enhance the idea of living a healthy lifestyle an influencer Alex Earl was included in the advert who is known for drinking, the advert also includes people of different ages, this makes the older generation as well as the younger generation feel invited and welcomed to buy and consume the drinks poppi produce. The billboard shows their bold and vibrant drinks this has a positive representation as it will make people more likely to buy their product as it looks appealing. Whereas the social media post links in the Super Bowl this brings it into a positive representation as it allows the drink to be not just a girly drink but also a sporty drink as its on a football field.
Campaign logistics:
The campaign was really smart as it was targeted at the Super Bowl and therefore they booked an advising slot in the half term adverts, these half tv adverts for a slot are very expensive but are also very effective. These slots are seen by billions if people who watch the Super Bowl and the adverts are always very well know, this is great exposure for Poppi and their brand as it will reach their target audience and more. They also had a billboard and a social media advert which was all to do with Super Bowl to entice people to get the drink to have to watch with the Super Bowl and as the audience of Super Bowl are within their target audience they will certain all reach their aim to expose.
Choice of media:
Within the campaign they did a Super Bowl advert this was successful as the billions of Super Bowl watches all over America and more will have been tuned in to watch the infamous Super Bowl adverts and as a result leads to mass exposure for the poppi brand which convinces more people to drink it then unhealthy drinks. They also had influencers within the advert this would make teenagers who love those influencers more likely o buy the product so they can be more like their favourite influencer. They also posted on instagram with their Poppi drinks on a football field which eluded to their customers to watch the Super Bowl advert. There was also a print advert which portrayed the different flavours that are included within the campaign such as orange cream, wild berry and cherry cola.
Call to action:
Their expected outcomes from this campaign is that Poppi will become the new summer drink, they want their drink to be the go to drink for the summer season, this outcome would go perfectly with their aesthetic as the bright and fun colours perfectly coincide with the bright fun colours of summer. Another outcome of their campaign I that it would be the drink for the Super Bowl season and then maybe for watching American football as its within their desired target audience and therefore they might be able to sponsor American football stadiums and or teams to gain more revenue. They also used influencers like Alex earl and Noah beck within the campaign this was in hope to inspire their followers to buy the drink Poppi as they see their favourite influencers enjoying it and therefore feel more inclined to do so as well.
Relevant legal and ethical issues:
One legal issue is misleading, this means people could interpret the message wrong and or be offended by the message or persuaded in a bad light. This campaign could be misleading as their are images of influencers being pretty and happy and skinny drinking Poppi so people who are apart of the plus sized and curved community may not feel included and or welcome as people could think that only skinny people an drink it. Some other people may feel that all they need to do is drink poppi and they will become skinny which could lead to eating disorders.
One ethical issue that they could’ve thought of is discrimination against different races and making people feel into welcome to buy or consume anything within the brand as a result Poppi decided to include people of different races, ethnicities and religions within the Super Bowl campaign advert to make sure very one who watched or came across the campaign feels included and welcome at Poppi.
Regulatory bodies:
Ofcom allowed it to be put on Tv which means the advert was acceptable and wasn’t seen as harmful, to anyone who viewed it. This means the advert they made was successful enough to be used on the Tv in a very expensive time slot. The advert must have also been accepted by the ASA and met all the requirements to be allowed to be used on different platforms. The Poppi campaign was inoffensive and followed the guidelines correctly.
M1 (Evaluation) :
Consistency of M&S “brain food” campaign:
Throughout the whole of the campaign M&S are consistent with the bright striking colours of pinks, green and blues, this is a strength as people will be able to recognise these bold colours on the adverts either digital or traditional and they will be able to instantly know that its apart of the M&S “brain food” campaign. Also throughout the whole campaign they use the same typography through on the packaging which is included in the advertising, by having the titles and the words of the adverts the consumers will be able to recognise instantly that, that particular font is linked with the M&S “brain food” campaign. The imagery is consistent thought out as in all of them there is a little yellow puff which says eat well which means this will be easy to recognise the brain food campaign from this, also they include an outline of a brain and a lightening bolt this is constituent throughout so therefore its a strength as this will be easy to recognise by consumers so they know certain food is apart of the M&S campaign food range. The imagery is also consistent as the food in it bright bold packaging is in very single advert so people will know and remember what the food looks inside and out of the packaging. A weaknesses of the advertising is that the billboard and the print vert could be too wordy compared to the ratio of pictures which would make people uninterested and bored, so people are les likely to read the whole advert which means people less likely to want to buy.
Consistency of Poppi drink campaign
One weakness of this campiagn is the print advertising of the range of flavours of the drinks this is a weakness as it doesn’t follow the same theme as the rest of the campaign as there is not mention or link to the Super Bowl so therefore could confuse their audience as it doesn’t have any significance. In the social media advert and the Super Bowl advert there is a link to Super Bowl where is mentioned in both, this is a strength as people will know and understand that these two are linked and are apart of the same campaign. Another strength of the campaign is that their is a continuous use of the same font, this is a strength as the typography is the same throughout the campaign this will mean that their audience will be able to easily recognise the brand and therefore feel more enticed to buy and consume. Another strength of this campaign is the use of their online platform and their links to influencers this is a strength as they will be able to reach their target audience of teenage girls and older this means they will get more revenue as more people will feel inclined to buy their products. Another strength to this campaign is the consistency of the colours throughout all the different advertising they use bright and striking colours, these vibrant colours are successful as they grab the attention of the viewers and sticks in their brain this will make them more likely to remember the brand and therefore go and buy it.
Message of delivery for M&S “brain food” campaign:
Their key message was to have a range which contained nutrients for brain health which is unlike anything on the market at the moment. They wanted a range that would raise awareness of the lack of nutrients in peoples everyday life and diet that help stimulate brain nutrition but also gives consumers healthy options which not only help with brain health but also weight management and gut health.
This was very successful as throughout the whole campaign the main key message was clear throughout, in the video advert their talk about key facts about brain health, within the print add this is seen as well and then it is spoken about within the social media campaign too. The reviews from people state that after eating this delicious range they reported that they actually felt more focused on their work whether it be working or active lifestyle such as sports. They used both digital advertising through social media and videos this is beneficial as it will reach a younger target audience and also by using female football it will reach an audience who life an active lifestyle and are more likely to buy the range. On the other hand they also used traditional advertising through billboards and print adverts in programmes this reached both a young and old target audience as the billboards were in shops and older people are more likely to read it on their weekly shop and then in programmes at football matches as young and old audiences will get the programmes and will read it and be enticed to go buy and or try the range.
Message of delivery for Poppi “Super Bowl” campaign:
The keep message of this campaign was to entice people watching the Super Bowl to go and buy poppi it was also a way to expose this smaller brand into the mass consumer world of marketing buy showing off their drinks that are fizzy but great for your gut health. Another part of this campaign was to hopefully make it so well known that it becomes the drink of the summer and increase their sales. This was done perfectly in theory Super Bowl campaign as they included people drinking this drink in the summer influencing influencers this will make people more inclined to drink it in the summer as they have seen their favourite influencers drink it in the summer and they will want to be just like them and or look up to them as inspiration of what to drink. They also promoted it well on instagram by catching the eyes of Super Bowl fans by having their drinks being photographed on a football field and the caption “poppi bowl day” this worked perfectly with their campaign as it tied in the theme of the Super Bowl and the drink. They also had a print advert and billboard this is where the campaign was let down slightly as they should’ve included the Super Bowl within these two but instead shared the differently flavours of the drink so therefore could mislead their audience into thinking they aren’t connected. The message translated perfectly as people watching the half time Super Bowl stated that they felt inclined to go and drink Poppi instead of another fizzy drink competitor to quench their thirst.
U24 (P1):
Advertising - campaign promoting a media product or an idea which can persuade or interests a target audience to purchase or use products and services. The campaign may use many different forms of media to promote a message for a set amount of time.
- Social media advertising
- Video
- Billboard
- Tv advert
- Radio advert
- Magazine
- Leaflet
- Pamphlet
- Newspaper advert
- Magazine advert
M&S “Brain Food”
screenshot by me accessed 2025
Through the social media advert they targeted a younger demographic this is due to the idea that most younger people are on social media and this is where they will be more successful to catch the eye of that audience. The billboard has more words which appeals to an older target audience whereas the social media instagram video post attracts a younger audience as there are more pictures then words and the entertaining video as kids are more likely to watch then read content. In the social media advert they used bright and exciting colours which are within their campaigns colour scheme, this was successful as it caught the eyes of their audience which made them want to read more about the products within the campaign and hopefully consume the products. Through the print advert in a football programme they have successfully captured the attention of a wide range of audiences, this is due to the fact that people of all different ages buy these programmes and then read them so the campaign will be read by a multitude of demographics. Through the use of a football programme they are also targeting people who are most likely to live or hoping to live an active lifestyle and that is exactly what the campaign’s products are helping them to accomplish. They also captained an older audience through the use of billboards in their shops, these billboards will catch the attention of the older generation as they are more likely to be doing the weekly shops, the billboard also is quite wordy which is what an older generation will prefer.
Instagram screenshot - accessed by me 2025
Create brand across cross-media products and platforms:
Throughout the whole of the campaign M&S are consistent with their brand identity. One way this can be seen in the campaign is through the striking colours of pinks, teals, and blues this allows for brand identity as it can bee seen though all of the different adverts, this means consumers will be able to identify that the products are apart of the M&S “brain food” campaign. Another way they are consistent with their brand identity is through the yellow puff which says “eat well” this is seen on every advert this sign means it has the healthy meal seal of approval from M&S, this as a result means that people who see this sign will instantly know its apart of M&S campaign as well as the products being healthy. Another way they have brand awareness within their campaign is through the typography, within the campaign they use the same front this means that when people see the advert they will know that its apart of M&S so therefore they know where to go and buy it but also that its apart of the “brain food” campaign.
Products are adapted: - changing from one day to another advert
One way that the campaign has been adapted from one advert to another is through the pictures from the social media advert to the video to the billboard they all include pictures of the food, this is helpful for the consumers as they get to see what the food looks like inside the packaging which will make the audience more likely to buy the products as it looks appealing. As a result of it being in all of the adverts the audience know it is all apart of the same campaign. Throughout the campaign they include the women and men’s England football team the use of football players throughout the campaign promotes not only the food due to a pre existing fandom of each individual fan of the players used such as Jude Bellingham and Alessia Russo featured within the video adverts.
Comments
Post a Comment