Advertising

 

 

Chosen Product

• High in protein
• Gluten free
• Prepared by hand
• And with no added MSG

They are now available in beef jerky, chicken jerky, salmon jerky and beef biltong in a range of flavours.

Part of the MeatSnacks Group.

Beef jerky can be healthy as long as it fits in with your diet. When consumed as part of a balanced diet beef jerky can be a good source of protein delivered in a nutrient-dense format. The main reason jerky is so expensive is because it takes a lot more meat to make it than the 2.7 ounces we see. … The main reason is that all jerky is costly to make. Beef is about 60% water, so when it is dried most of the weight is evaporated. It takes about 2.5 Lbs of quality beef to make 1 Lb of jerky.

As MeatSnakcs group and Wild West are such small companies/brands there wasn’t anything I could find about them specifically. Even the about page on their website it just explains the product and not the company.

 

Wild West Beef Jerky Idea Rationale

Idea 1

• guy watching an old western film
• gets hungry and wants a snack
• wild west beef jerky falls into his lap
• he tries some and becomes a cowboy

 

Idea 2

• aimed at a younger audience primarily gamers
• two friends playing a game together eating off brand beef jerky and not enjoying it
• they say they need a better snack
• one of them pulls out a bag of wild west beef jerky and then appears in a cowboy’s hat

 

Target Audience

Survey Results

 

 

 

Target Audience 1

For our first advert we decided that the target audience would be males between 25 and 50 as we think this is a broad audience that would like beef jerky. We also think that in this age range there would be fans of old westerns so this advert would appeal to them. Some of our target audience would have been around when western films were popular.

1.      Write a detailed audience profile for your product. You must factor in demographic and psychographic information as you construct a very specific and detailed profile of your audience

 

Unfortunately this product is not popular enough to have audience profile information. I have looked through websites as yougov and tried to build an image of what the audience would look like. Even trying to go off the results from the surveys and asking opinions of people who we know didn’t work because we couldn’t get much of a response as there aren’t loads of people who eat beef jerky.

 

 

What are Psychographics (Young and Rubicam)

Young & Rubicam is a marketing and communications company specialising in advertising, digital media, social media, sales promotion, direct marketing and brand identity consulting.

 

 

 

 

Pre Production

 

Advert 1

 

Advert 2

 

Evaluation

I think we met our audience needs in both adverts because of what happens in them. In our first advert the audience’s age range was quite large going from 25 – 60 years old to give us more of a target audience to work with (young people who like fitness and protein diets and older generations who would be fans of western films). Our second advert was aimed more at a younger audience we didn’t really emphasise them enough in the first advert. However this time we aimed it more at people who play video games to promote beef jerky as the perfect snack for gamers.

We were successful in creating ideas for this product because we came up with a good idea for a cowboy shoot out and playing off the Wild West theme but because of location we couldn’t follow through with that idea. I think we successfully considered different audiences by making an advert aimed at older people who would be fans of western films and a younger generation who would play games and see the product a good gaming snack. I’m not the happiest with how the adverts turned out because I think these two adverts could be better in terms of acting, lighting, shot composition and audio. I enjoy working on creative projects like this one but I only enjoy it if I have more time because if I have less time I feel pressured and feel like there is not enough room to be creative and make the idea come to life. In terms of pursuing advertising as a career I wouldn’t want to work such a fast environment because I wouldn’t be able to keep up in such a fast paced industry.