{"id":20659,"date":"2024-04-10T17:19:09","date_gmt":"2024-04-10T17:19:09","guid":{"rendered":"https:\/\/www.writemyessays.app\/blog\/questions\/develop-elements-of-an-advertising-campaign-to-promote-sacla-pesto-and-or-pasta-sauces-to-a-specified-uk-target-audience\/"},"modified":"2024-04-10T17:19:09","modified_gmt":"2024-04-10T17:19:09","slug":"develop-elements-of-an-advertising-campaign-to-promote-sacla-pesto-and-or-pasta-sauces-to-a-specified-uk-target-audience","status":"publish","type":"questions","link":"https:\/\/www.writemyessays.app\/blog\/questions\/develop-elements-of-an-advertising-campaign-to-promote-sacla-pesto-and-or-pasta-sauces-to-a-specified-uk-target-audience\/","title":{"rendered":"Develop elements of an advertising campaign to promote Sacla pesto and\/or pasta sauces to a specified UK target audience."},"content":{"rendered":"

Develop elements of an advertising campaign to promote Sacla pesto and\/or pasta sauces to a specified UK target audience.<\/span><\/p>\n

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Background to the brand:<\/span><\/p>\n

Sacla is a family-owned Italian brand, which started in 1939.  <\/span>Sacla UK was launched in 1990.  <\/span>According to its website, it \u2018<\/span>offers a window to the world of fine Italian food and drink, alongside our own little jars and bottles of sauces\u2019.  While it offers a range of Italian produce online via its website, in retail outlets in the UK its portfolio principally comprises pesto and pasta sauces.<\/span> The brand considers its anchor product to be its Sacla Classic Basil Pesto (190g) which typically retails in the UK for around \u00a33.35.  <\/span><\/p>\n

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Background to the campaign<\/span><\/p>\n

Market research was undertaken with consumers aged 25-40 years in the UK before this brief was developed.  Key findings are presented below.<\/span><\/p>\n

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When asked if pesto\/pasta sauce is purchased by themselves or someone in their household at least reasonably regularly, the response was: yes= 21%; no=79%.<\/span><\/p>\n

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Participants were asked \u2018have you heard of the brand Sacla?\u2019.  Of those who said \u2018no\u2019 to the question above, 20% said \u2018yes\u2019 and 80% said either \u2018no\u2019 or \u2018not sure\u2019.  Of those who said \u2018yes\u2019 to the question above, 45% said \u2018yes\u2019 and 55% said either \u2018no\u2019 or \u2018not sure\u2019.<\/span><\/p>\n

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Those who indicated that pesto\/pasta sauce was bought reasonably regularly were asked:<\/span><\/p>\n

\u2018is Sacla your favourite brand of pesto\/pasta sauce?\u2019.  25% said \u2018yes\u2019; 75% said \u2018no\u2019;<\/span><\/p>\n

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Those who indicated that pesto\/pasta sauce was bought reasonably regularly were asked:<\/span><\/p>\n

\u2018is Sacla the brand of pesto\/pasta sauce most commonly bought\/consumed in your household\u2019.  22% said \u2018yes\u2019; 78% said \u2018no\u2019.<\/span><\/p>\n

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Analysis of the Sacla UK website  (sacla.co.uk) using Google Analytics data, indicates that people who end up on it from using Google search are most likely to have used the following search queries (not case sensitive):<\/span><\/p>\n

Sacla<\/span><\/p>\n

Pesto<\/span><\/p>\n

Sacla Pesto<\/span><\/p>\n

Basil pesto<\/span><\/p>\n

Italian pesto<\/span><\/p>\n

Pasta sauce<\/span><\/p>\n

Sacla pasta sauce<\/span><\/p>\n

Pesto recipes<\/span><\/p>\n

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Decisions taken regarding the campaign\/work already done:<\/span><\/p>\n

You can assume that work has already begun on preparing the campaign.<\/span><\/p>\n

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Furthermore, the objectives for the campaign have been set, the target audience has been defined and the media classes decided on, as outlined below:<\/span><\/p>\n

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Target market:<\/span><\/p>\n

Males and females, aged 25 to 40 years, in socioeconomic groups ABC1based in Northern Ireland<\/span><\/p>\n

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Target audience \u2018typical\u2019 profile:<\/span><\/p>\n

Someone who likes pesto\/pasts sauce and\/or purchases it for someone in their household<\/span><\/p>\n

Someone who is willing to pay, at least occasionally, a little more for quality<\/span><\/p>\n

Someone who appreciates good food and drinks, both at home and outside<\/span><\/p>\n

Someone who at least occasionally cooks from scratch but is at least occasionally open to \u2018assistance\u2019 in the form of already prepared ingredients<\/span><\/p>\n

Someone who is educated to at least average level<\/span><\/p>\n

Someone who is at least average in terms of technological literacy and spends at least an average amount of time online (based on age and gender)<\/span><\/p>\n

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Objectives of the campaign:<\/span><\/p>\n

Within the male and female 25 to 40 years ABC1 market:<\/span><\/p>\n