Woolsworth Advertising Campaign: Assignment

Running Head: Advertising
Woolsworth
Advertising
Campaign Proposal
Executive Summary

Advertising-Campaign Proposal P a g e | 1
The marketing problem here is manifold, reduction in the dairy farm milk
produce, marginal income of the farmers and the biggest problem here being less
reliability on the current milk labels in the country. Reduced transparency in milk
production makes people look for other option like milk powder as an alternative to
milk which reduces their nutrient intake on a daily basis. Farmers own milk want to
tackle this particular problem.
The marketing objectives here are to increase the brand awareness, create a top
of the mind recall of Farmers own milk, increasing revenue and sales for the company,
building trust and relationship with Australian population and urging people to drink
the superior quality, pure and nutrient rich milk from the farmland of Australia-
Farmers Own Milk.
The brand positioning of Farmers own milk is to be transparent, trust propelling
and a company whose product can be treated as an embark of trust, purity and quality,
in short an Ageless product.
The target audience of Farmers Own Milk is people falling in middle class to
upper class range. It is an ageless product and does not have any gender bias. Thus,
implying that the entire population of Australia falling in the middle to upper class
range.
The proposition statement of Farmers Own Milk is to create an environment of
healthy and happy Australia by serving them the best quality milk from the farmland of
Manning Valley.
The advertising objectives are manifold here:
 Creating transparency by showing how the milk is being produced at the Farms.
 Creating trust by making people aware of how the quality is ensured.
 Increasing the penetration of Farmers Own Milk.
 Creating business sustainability and improving the conditions of the dairy
farmers.

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Table of Content
Brief Background............................................................................................................................................. 4
Creative Strategy.............................................................................................................................................. 5
Concept of the Creative Strategy........................................................................................................... 5
Advertising Appeal...................................................................................................................................... 5
Personal Appeal....................................................................................................................................... 6
Pain Solution............................................................................................................................................. 6
Creative Technique..................................................................................................................................... 6
USP to Execution of the Creative Idea- A journey............................................................................... 6
Creative Rationale............................................................................................................................................ 7
Media Plan.......................................................................................................................................................... 8
Media Objectives.............................................................................................................................................. 8
Media Mix........................................................................................................................................................ 9
Budget................................................................................................................................................................ 10
Creative Execution........................................................................................................................................ 11
References........................................................................................................................................................ 16

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Brief Background
Woolworths is one of the largest supermarket/grocery store chains in Australia
which is privately owned by Woolworths Limited. The company which was founded in
the year 1924 specialises in selling groceries(vegetables, fruit, meat, packaged food,
etc.), besides this the company also sells DVDs, Magazines, health & beauty product,
household product, pet and baby supply, dairy items and stationary items. Thus, it is a
one stop solution for all the shopping needs of the customers. Woolworths along with
Coles have occupied over 80% of the Australia’s retail market (Bailey, 2017).
Farmers’ Own’ is an initiative of a number of Australian dairy farmers who have
joined hands together and collaborated with Woolworths to bring out the fresh and
tasty quality milk to the inhabitants of Australia. The company was found couple of
years back in 2013 with the bunch of farmers from the Manning valley in the New South
Sales. The company which was started initially with just 12 stores in Sydney and NSW
has now expanded into Victoria, Queensland, WA, SA and NT and has built strong
relationship with famers directly to maintain an adequate supply of the milk (Restrepo,
Lelea & Kaufmann, 2016).
The purpose of the assignment here is to create a proposal for the Farmers’ Own’
Brand in the Australian market. The assignment will focus on the creative concept for
the campaign, creating a rationale behind the idea, media strategies and schedule,
media mix and the media vehicle to be used in the fulfilment of the campaign objectives.

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Towards the end the report will also highlight the legal and ethical consideration in the
deliverables of the campaign proposal.
Creative Strategy
The creative strategy entails how the advertising campaign will meet the desired
objectives of the business (Blakeman, 2018) A creative message statement is highly
useful while designing a creative strategy; it outlines how the creative strategy will
appeal to the interest of the target audience. The critical approach which the brand
adopts lays down the success or failure of the campaign’s brand strategy. However, the
most important point of creative strategy is to engage with the target audience, connect
with them, increase the brand awareness and drive sales (Altstiel & Grow, 2015).
Concept of the Creative Strategy
The Preamble of the campaign is to make people aware of the utility of Farm
Produced milk, how it is manufactured and stored, the effort that goes in bringing 1 litre
of milk in the market, the dedication and efforts of the farmers and initiatives towards
ensuring safe and quality milk for the Australian Population. The concept will help the
target audience to make a well informed decision while buying the product, further it
will also target them at the emotional level and push them to make a purchase. At the
same time, they will get to know the benefit of consuming fresh quality farm produced
milk over the Powder milk and other formats.
Advertising Appeal
Advertisers have been urging customers to buy their product by the virtue of
Appeal; appeals are a direct method to address the needs, wants and desires of the
customers. The utility of advertising appeal is to catch the attention of the target
audience, the appeals are broken down into Rational and emotional appeal and it is the
prerogative of the advertisers to decide on the appeal to be used to target the audience
(Green & Peloza, 2014). Some of the different types of Appeal used are:
Emotional Rationale
Personal Appeal Pain Solution
Social Appeal Scarcity Appeal

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Fear Appeal Statistics Appeal
Humour Appeal Testimonial Appeal (Chiang, 2016).
Endorsement Appeal(Chang & Tung,
2016)
Contrasting Appeal
Sexual Appeal Status Appeal
Romantic Appeal Transparent Appeal
Youth Appeal Beauty Appeal
Adventure Appeal Natural Appeal
Popularity Appeal
Musical Appeal
Empathy Appeal
Potential Appeal
Brand Appeal
Personal Appeal- The advertisement of Farmers’ Own’ Milk will have personal
appeal for its target audience. The appeal is personal as it will focus on the health
benefits of drinking farm produce milk, which will be enunciated by the process to
further increase the strength of trust of customers in the company’s product offering
(Pang & Bi, 2015)
Pain Solution- It is a part of Rationale appeal of advertisement, the pain point
here is the difficulty in getting the right quality fresh milk to the customers. Company
will thus address the pain point of customers by using this type of appeal in its
advertisement.
Creative Technique
The creative technique used here besides creating a commercial, ad campaign
and documentary for producing fresh milk is collaboration with LEGO to target the
children of Australia. Farmers’ Own’ milk in collaboration with LEGO will built a game
on Dairy farm which can be purchased either directly from the stores of LEGO or can
avail it for free after buying 5 litres of Farmers own milk. This will help in creating
awareness of the brand among the Children and also engage with the game and develop
an understanding on how the dairy farm looks in actuality. The creativity is a technique
of plotting mind map of the Farmers own milk and the mind map of the company,
assessing the current marketing practices and the market in study (Wilson & Brown,
2016).

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USP to Execution of the Creative Idea- A journey
USP of the Product
 A well -recognized brand name
 Collaboration with the largest supermarket chain-Woolworths
 Fresh quality produces.
 Rich in nutrition such as Proteins and Calcium
 Transparency in Product creation.
 Calcium packed and full of Vitamins
 Directly from the Cow to the consumers.
 Unique transformation of Milk into different categories of milk product.
 Reflection of purity (Moatsou & Park, 2017).
Execution of the Idea
The idea will be executed by collaborating with the farmers and the marketing
executives of Woolworths. The idea here is to capture the essence of milk production at
dairy farm and how it reaches the end consumers. It will also highlight the time and
effort required to produce a bottle of milk for the end consumers.
Creative Rationale
There is a 100% chance that the customers will strongly relate to the content of the
ad commercial (Gladding, 2016). The same can be said with absolute surety because of
the following points:
 Australians need for fresh quality milk.
 Australians need to trust the brand before making a purchase.
 High sentimental values of Australians
 Understanding of the plight of Farmers.
 The downfall in the prices being paid to dairy farm producers.
Above mentioned points clearly identify the creative rationale behind the campaign
and its success rate in the Australian market. There are a number of Private label and
brands which are competing for a share in the Australian milk industry, thus Farmers

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milk has a great opportunity to address the personal needs ad pain solution of its
customers with the campaign.
Media Plan
The idea of media planning is to find the best possible combination of Media to
achieve the marketing campaign objectives. It basically entails the usage of media
vehicle to derive successful results for the brand (Casey, 2014).
Media Objectives
The essence of defining media objectives is to understand the purpose of the
advertising campaign for the marketers and the consumers. A set of SMART objectives
are created for Farmers own milk.
SMART Objectives Implications
S-Specific  Increase the brand awareness.
 Increase the sales of the product.
 Promoting the dairy farms.
 Creating awareness on the
usefulness of dairy milk.
 Creating a solid fan base of the
Farmers Own Milk
 Increasing the sales by a factor of
2.5X
M-Measurable The above defined specific objectives are
easily measurable through:
 Sales number and figures
 Brand advocacy
 Traffic on the website.
 Number of milk products on the
shelf.
 Increased engagement on social
media (CTR,CPM and so on)
A-Attainable The above identified objectives are easily
attainable through the effective use of
traditional and web 2.0 marketing tools.
R-Realistic Australia has a population of over 20
million; also milk is a daily dietary
requirement. Thus the goals are realistic.
T-TimeLine The above mentioned goals are to be

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achieved by 2019. Although there will be a
quarterly evaluation of the goals and
objectives.
Media Mix
Media
Vehicle
Media
Scheduling
Geographic Ad sizes Time Slots Rationale
Social
Media
Throughout
the year, 4
Posts in a
month
Sydney,
Victoria,
Queensland,
Gold coast
and more of
western and
southern
Australia
Facebook
Posts
Twiggle
between
morning,
evening
and night
Social media
has 88%
penetration
and ensures
good
engagement
and
conversatio
n
Digital
Media
Throughout
the year with
the use of
Affiliate
marketing
Websites of
e-commerce,
health and
nutrition,
fitness and
food websites
Standard
Size
Dynamic,
will change
as per the
flow of
traffic on
website
Affiliate
marketing
will help in
bringing
more traffic
on the
website
You tube Monthly
roadblock on
the YouTube
maskhead
All the video
upload
having
viewership
more than .5
million to
have the roll
ads
Roll ads,
Maskhead
and
roadblocks
Dynamic Helps to
create mass
awareness
TV
Commercial
During
Cricket
match series
and popular
Australian
soap series
and on
Cartoon
network to
influence
children. The
ad will
continue for
almost 6
months, 2
months
before the
campaign, 2
Australia 1 min ad
2 Min
And 2.5 Min
ad
Start of the
match,
middle of
the match
and
towards
the end
Targeting
families,
health
conscious
individuals
and families

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during, and 2
months
before the
end of
yearlong
campaign
Newspaper
AD
Thrice in a
year
Southern and
Western
Australia
Full page ad On national
Holidays
Create mass
awareness
Billboards Placement in
Sydney and
other Metro
hubs for 3
months
Southern and
Western
Australia
Standard
size 14*24
Static Creating
mass
awareness
Radio Ads Throughout
the year,
during
morning and
evening.
All over
Australia on
Sky network
as
broadcaster
Every hour Dynamic,
quiz for the
audience
Will help
people to
listen to the
commercial
on the go
and realize
the benefits
of it.
Budget
Budgeting is an important part of marketing strategies, more so when almost all
the traditional and web 2.0 marketing tools are being used. Keeping the population in
mind of the country the budget for the marketing of Farmers Own Milk is as follows:
Media Vehicle Budget Allocated Actual Cost
Social Media 3 Million 3.072 Million
Affiliate marketing - Commission Basis
You tube 50,000 AUD 40,000 AUD
Radio Ads 1 Million 2 Million
TV Commercial 4 Million 3.5 Million
Documentary cost 100,000 AUD 100,000
Billboards 1.25 Million AUD 1.4 Million

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Note: Calculation for the Actual Budget Calculation
: Social Media- Population*social media penetration*frequency of ad*reach
amount/consumer
Affiliate Marketing-On commission, Click on the link and induce purchase
YouTube-Strategy to spend lower than Social media
Radio ad-More or less equivalent to social media spend
Billboard- Standard cost
Creative Execution
Storyboard
Title- Farmers Own Milk-A symbol of Trust, Purity and Quality
Advertiser: Famers Own Milk-Woolworths
Agency: Ogilvy
Format: TV Commercial
Ad Duration: 90 Seconds

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The ad will start with a new born showed drinking a fresh bottle of Milk from
Farmers own milk- Implying the importance of milk right from the start of life. Farmers
Milk is being shown here as a symbol of trust and purity.
The second image will show the child growing and still consuming milk to
develop her bones and muscle and fulfilling daily requirement of calcium and other
nutrient. A bottle of Farmers Own Milk bottle will be kept on the kitchen table.
The child in the next frame is sharing the glass of milk with her dad, showing she
cares about her dad and hence milk is a necessity for him as well. In frame bottle of
Farmers Own Milk On the kitchen table.

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Healthy family is a happy family. In sync with the target audience of Farmers
own milk, urging the target audience to understand the importance of milk for the
entire family. A family which drinks Farmers Own Milk stays happy, strong and fulfilled.
Here it is being shown, while the lady is pregnant, she is taking good care of her
baby by giving her Farmers Own Milk to meet the dietary requirement.
Daughter taking care of her father by giving him milk to keep him healthy and
hearty. The message here is that the way her dad took care of her when she was a kid by

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giving her fresh quality Farmers Own Milk, it’s her chance now to feed him with the
greatest quality earth from the farmland of Australia.-Farmers Own Milk
The last frame will show Hugh Jackman gulping milk from bottle of Farmers Own
Milk and flexing his muscles. This is to build a strong brand association and influence
the fans of Hugh Jackman, also to give the campaign a brand appeal.
RADIO SCRIPT SHEET
Advertiser: Farmers Own Milk-
Woolworths
Title: Farmers Own Milk-A
symbol of Trust, purity and
Quality
Agency: Ogilvy Format: Radio
Product: Farmers Own Milk Length: 20 Second
Good Morning Australia!!!!!

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I hope your day is going fantastic!!!
I have great news for you, Australia’s trusted and the best quality milk is now available
in superior packaging and quality to keep the product fresh for a longer time. The new
packaging preserves the natural nutrient for the longest time possible.
Visit your nearest Woolworths store now and grab a bottle!!!!!

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References
Altstiel, T., & Grow, J. (2015). Advertising creative: Strategy, copy, and design. Sage
Publications.
Bailey, M. (2017). Absorptive Capacity, International Business Knowledge Transfer, and
Local Adaptation: Establishing Discount Department Stores in
Australia. Australian Economic History Review, 57(2), 194-216.
Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea
to implementation. Rowman & Littlefield.
Casey, K. L. (2014). Website Re-design and Social Media Plan for Medical College of
Wisconsin: Office of Academic Affairs and Office of Admissions (Doctoral
dissertation).
Chang, C. T., & Tung, M. H. (2016). Intergenerational appeal in advertising: impacts of
brand–gender extension and brand history. International Journal of
Advertising, 35(2), 345-361.
Chiang, Y. T. (2016). Black or Color? The Moderation of Advertising Color Tone and
Voter Party Preference on Negative Political Advertising Effectiveness.
Gladding, S. T. (2016). The creative arts in counseling. John Wiley & Sons.
Green, T., & Peloza, J. (2014). Finding the right shade of green: The effect of advertising
appeal type on environmentally friendly consumption. Journal of
advertising, 43(2), 128-141.
Moatsou, G., & Park, Y. W. (2017). Goat Milk Products: Types of Products, Manufacturing
Technology, Chemical Composition, and Marketing. Handbook of Milk of Non-
Bovine Mammals.
PANG, J., & BI, S. (2015). Effects of congruency between advertising appeal and country-
of-origin stereotype on brand attitude. Acta Psychologica Sinica, 47(3), 406-416.

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Restrepo, M. J., Lelea, M. A., & Kaufmann, B. (2016). Second-order cybernetic analysis to
re-construct farmers’ rationale when regulating milk production. Systemic
Practice and Action Research, 29(5), 449-468.
Wilson, C., & Brown, M. (2016). Staying creative: creative technique, habit and
experience. In Creativity in Arts, Science and Technology. KIE Conference
Publications.