Posh Nosh: Advertising

I thought about how I could expand this brief and the campaign for the food range. As the items wouldn't be brought practically as food shopping and more of a novelty item from seeing the campaign I feel the campaign is the key thing in this brief. The purpose of this range would be to promote the food court of the Selfridges store where there are items to be brought by using this 'tongue in cheek' campaign of a Selfridges basic range.

To promote this range they would mimic fancy food adverts but using basic items of food as the luxurious product.

I thought of the tagline - 'treat yourself' as it is ironic like the campaign and works with the title of range 'posh nosh.'

I looked at other food advertising such as M&S campaigns as they have been notoriously known for theres for awhile: 'this is not just food, this is M&S food'

I also looked at print campaigns as I want the branding and information to be applied as authentically as possible to my own photography. I wanted to look at the hierarchy in the brand and then the campaign message as well as other details that need to be included.

This recent campaign uses narratives that people are familiar with in order to sell the idea of an event including there food. People then fantasise about having this idealistic social relationships and occasions that are picture perfect. I like this idea and have seen it in other campaigns such as heinz:

I've always liked this advert as I think I can relate to it, like many. By using common British weather and it's hassles as a way to link the item of food to the daily event sells the product really well. It has to be heinz when you get caught in the rain to give you that sense of comfort and warmth.

I feel this could be a good route in order to promote this novelty range as it enhances the ironic effect of the brand because it'll mimic adverts people have already associated with. This will help show the audience the humour that Selfridges are implying.

This was an initial rough sketch of how the viral ad could go: