Advertising Project: Farmers Own Milk Campaign Strategy and Execution
VerifiedAdded on 2021/05/31
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Project
AI Summary
This project analyzes an advertising campaign for Farmers Own Milk, addressing the challenges faced by the Australian dairy industry. It defines the problem, sets advertising objectives, and identifies the target audience as consumers aged 1-65, with a focus on middle and upper-class Australians. The media strategy emphasizes social media and traditional marketing to increase brand awareness and sales, while also highlighting the benefits of dairy farm milk. The creative strategy aims to build transparency by showcasing the milk production process, and includes emotional and rational appeals. The project explores creative techniques such as mind mapping and brainstorming, and details the creative execution, production constraints, and budget considerations for the campaign. Alternative creative options, such as jingles and celebrity endorsements, are also discussed. The overall goal is to position Farmers Own Milk as a symbol of purity and quality, emphasizing the efforts behind producing fresh milk.
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