Guerrilla Kitchen is a Cambridge food van that specialises in steamed buns (cha sui bao). Guerrilla Kitchen is owned by Jay Scrimshaw and his wife Taffeta. They are usually at the Cambridge Food Park which is located at the station, science park and next to the department of material science on west square. Before Guerrilla Kitchen they ran and owned The Pheasant in Keystone and where named the best british restaurant on the F Word by Gordon Ramsey.
The meeting with Jay from Guerrilla Kitchen identified what he wants for the ad campaign and has cleared questions we had. Jay initially wants a social media advert mainly twitter that can be turned into a print advertisement. He also wants the ad to be easily changed and edited by himself to keep the advertisement as current as possible. Guerrilla Kitchens overall audience is mainly Females and Jay wants a more gender neutral audience and he wants more Men to buy the product.
Jay liked are overall ideas and was open to anything. We suggested having a twitter ad of one of his steamed buns with his logo or hashtag in sauce, he then helped us flesh out the idea by suggesting using rice paper on top with the logo or hashtag of the buns that he can just slapp on top the buns. He also really liked our idea having an animated gif of the Van going through different locations that he can put on twitter.
Initial Ideas
The idea for the animated gif is too have the Guerrilla Kitchen van drive past various locations. The intention of the gif is for Guerilla Kitchen too tweet it out to notify their followers what location they will be at.
For the print ad it will feature information about the product and kitchen, including pictures of the buns and van. Jay initially wants a poster that he can easily change and that he can put on twitter and later if he wants use it as a print add.
Guerrilla Kitchens logo on rice paper that they can initially put on top of the buns.
Stickers of the Guerrilla Kitchen van that can be given out or given to customers.
A Postcard with a net of the Guerrilla Kitchen Van that can be cutout and made with simple instructions.
A image of a stem/plant with the van and buns growing from it. Underneath the bun will be a plate for it to fall on too and the toy van next to it.
A crate open/cracked revealing the bun inside. On the side of the crate it has the logo in graffiti and a label saying from Vietnam/China . + Van inside or next to the crate.
A series of spoof well known film posters with Guerrilla Kitchen logo text and van replacing the original text and images.
ADVERTISING PLAN
.Aims and Objectives
The campaign will be manly a social media campaign on twitter with the advert also being able to be used as a print based advertisement. A few ideas we have are posters, film poster parodies, stickers and a animated gif of Jays van in cambridge, this would be manly used on social media like twitter.
The campaign will be manly a social media campaign on twitter with the advert also being able to be used as a print based advertisement. A few ideas we have are posters, film poster parodies, stickers and a animated gif of Jays van in cambridge, this would be manly used on social media like twitter.
.The aim of the advertisement campaign is to get more people interest in steamed buns. Also to let the audience know about Guerrilla Kitchen and where they can get the food.
.The target audience for Guerrilla Kitchen is mostly middle aged Females but Jay wants to broaden the audience to anyone who is interested in fine food, he also wants the audience to be more gender neutral.
.Campaign Message
The campaign message is to try something new try Guerrilla Kitchen, The campaign is also to focus on Guerrilla Kitchens Twitter accountant to keep the consumers up to date with where they will be and what they do.
The campaign message is to try something new try Guerrilla Kitchen, The campaign is also to focus on Guerrilla Kitchens Twitter accountant to keep the consumers up to date with where they will be and what they do.
.Location and Schedule
Location of the campaign will be mostly social media on Guerrilla Kitchens Twitter page, the campaign can also be used as a print advertisement around cambridge advertising where he usually sets up the van.
Location of the campaign will be mostly social media on Guerrilla Kitchens Twitter page, the campaign can also be used as a print advertisement around cambridge advertising where he usually sets up the van.
.The Time scale of the campaign is easy to adjust and put out at any time. It can start as soon as it has finished and properly run for a few months. Having the campaign longer than a few months the audience would get bored and would want something new from the company. The best time for the campaign is to run it in Summer, most people will be eating outside and it'll be easy to get new customers and advertise the product but the campaign can be used at any time.
.After showing Jay our final designs, we'd probably like a week to finalise any changes so after this would be good to launch the campaign. On top of this we would have to print out the final posters the amounting he would like and this could take a few weeks slightly delaying the campaign.
.20th February Pre production material ready for client 27th February final proofs for client. 3rd March designs ready for distribution.
.Legal and Ethical
Issues from the ASA are that you can't mislead the consumer meaning we would have to make sure that the food looks exactly like its being served, and make sure the images we use fairly represent what Guerrilla Kitchen are offering. Another issue would be if we went with our Movie Poster idea, we would have to make sure our spoof posters are clearly heavily edited from the original, avoiding any copy-write claims.
http://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={61a03caa-6750-498d-8732-68d55c0752fd}#.VVnRnPagnZU
.After showing Jay our final designs, we'd probably like a week to finalise any changes so after this would be good to launch the campaign. On top of this we would have to print out the final posters the amounting he would like and this could take a few weeks slightly delaying the campaign.
.20th February Pre production material ready for client 27th February final proofs for client. 3rd March designs ready for distribution.
.Legal and Ethical
Issues from the ASA are that you can't mislead the consumer meaning we would have to make sure that the food looks exactly like its being served, and make sure the images we use fairly represent what Guerrilla Kitchen are offering. Another issue would be if we went with our Movie Poster idea, we would have to make sure our spoof posters are clearly heavily edited from the original, avoiding any copy-write claims.
http://www.cap.org.uk/Advertising-Codes/Non-Broadcast/CodeItem.aspx?cscid={61a03caa-6750-498d-8732-68d55c0752fd}#.VVnRnPagnZU
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