McDonald’s “Help your kitchen to stay clean”
McDonald’s has been a major player in the fast-food industry for decades, and its advertising campaigns have played a significant role in establishing the brand’s reputation and identity. While the company has faced criticism for its role in the obesity epidemic and other health-related issues, its marketing efforts have helped keep it at the forefront of the fast-food industry and maintain its position as one of the world’s most recognizable and influential brands.
The McDonald’s “Help Your Kitchen to Stay Clean” advert campaign targets individuals and families who enjoy eating at fast-food restaurants. However, this advert highlights a seeming concern about cleanliness and hygiene. The advert is positioned to create awareness for McDonald’s, and McDelivery. McDonald’s sought to create a value proposition that they help keep customers’ kitchens clean every time they order their favorite meals using McDonald’s McDelivery. Erasing the need to ‘do dishes’ or ‘mess the kitchen up’ while trying to cook, the advert copy sought to evoke an emotional response as a brand seeking to help improve practicality and hygiene. The objective of the advert is to encourage people to maintain a clean kitchen while preparing their meals, which in turn will lead to better hygiene and health. By showing how easy it is to keep a kitchen clean with the help of McDonald’s, the advert aims to establish a solid emotional connection with the target audience while also enhancing the perception that McDonald’s as a brand is not just interested in the sales of its fast food meals to its target, but that they also care about customers health hence they seek to promote a healthy and safe lifestyle. The specific message of the advert is that McDonald’s is more than just a fast-food chain; it is also a partner in helping individuals and families stay healthy.
The advert copy is quite effective in trying to turn non-loyal customers of McDonald’s away from the negative perception associated with McDonald’s as a brand accused of being responsible for obesity. However, the advert copy would likely be criticized by health-conscious eaters as being somewhat disingenuous. McDonald’s is often associated with unhealthy eating habits and has faced criticism for its low nutritional value. While promoting hygiene is undoubtedly a worthy message, I find it somewhat ironic coming from a fast-food chain that is not necessarily known for promoting healthy eating habits.
Nonetheless, the creative team did a good job of translating a negative brand association into a positive one!
Knacki “Veggies, like kids love them”
Herta’s Knacki brand is a well-known brand of sausages that have achieved significant success through advertising since its founding in 1988. Through advertising, the brand has gained popularity in the ‘kids foods’ category. Adopting a combination of humor, product differentiation, celebrity endorsements, and a solid social media presence to successfully promote its products and establish itself as a famous brand in the food industry. The brand has effectively communicated the unique features of its development and created a loyal customer base through its advertising efforts.
The “Veggies, like Kids love them” advert uses humor and a playful tone to convey its message. Using humorous characters to appeal to children who are naturally skeptical about eating vegetables, the advert presupposes that children fall in love with them once they try Herta’s Knacki sausages—dwelling on the message that Herta’s Knacki is a delicious and fun way to get children to eat more vegetables.
The campaign’s value proposition is that Herta’s Knacki is a healthier alternative to traditional sausages and a convenient way to get children to eat more vegetables. For mothers like me who worry about increasing the frequency of times that children eat vegetables, the advert’s message makes me feel good about choosing Herta’s Knacki as a brand to give my children because one of the brand’s claims is that it is made with high-quality ingredients, including natural vegetables.
The “Herta’s Knacki “Veggies, like kids love them” advert campaign is quite effective in targeting parents who want their children to eat healthier foods. It offers a convenient and appealing solution to children, making it an attractive option for busy parents who struggle to get their children to eat more vegetables.
Mrs. Meyer’s “Grandma knows best”
Recently, I started making my cleaning products at home using natural ingredients due to the adverse skin reactions I began to have as I used different cleaning products. Over time, many consumers like me believe these natural ingredients are as effective as synthetic chemicals. Some consumers may prefer them because they think they work just as well.
I like that the “Mrs. Meyer’s Grandma knows best” advert campaign is targeted towards individuals who are environmentally conscious and looking for natural cleaning products.
The product being advertised is the cleaning products by Mrs. Meyer’s. The advert appeals to an emotional response by using the idea of “Grandma knows best” and evokes nostalgia and trust in the brand.
The value proposition of the advert is that Mrs. Meyer’s products are made with natural ingredients and are safe for both people and the environment. The specific message conveyed in the advert is that using Mrs. Meyer’s products is like taking the advice of a wise and trustworthy grandmother who knows what is best for you and your family.
There is hardly anyone that can resist their grandma!
I love shoes but not every type of shoe. My shoes are a huge part of my dressing as such I put great thought into it because my shoes signify the most comfortable part of my dressing hence my preference for sports shoes.
PUMA is a well-known sports footwear and apparel brand that operates in the athletic shoe industry. The company’s global presence is recognized for its high-quality athletic footwear, apparel, and accessories. PUMA’s position in the shoe industry is that of a leading sports brand with a focus on performance, style, and innovation.
In its usual pattern PUMA’s creative advertising “PUMA “Buy the Motivation”, has a way of helping PUMA differentiate itself from its competitors. With an emphasis and focus on style, fashion, and innovation, this PUMA copy uses its simple quote and simplicity of document to highlight its brand uniqueness, setting it apart from other sports brands.
Over time, PUMA has used uncomplicatedness and everyday stories of struggles to appeal to consumers’ values and ambitions, positioning itself as an aspirational brand. Like many of its popular copies, these do justice in communicating appeal and aspiration.
#Survivors – Life + Cancer Insurance – Santa Cruz Vida y Salud
In 2019, I experienced first-hand the effect cancer can have on a family in addition to the patient when I had to nurse a loved one who suffered from breast cancer. Hence the nostalgia I felt when I saw this advert.
Cancer can be an unpredictable and uncertain disease, and the fear of the unknown can be overwhelming for families. They may worry about the patient’s prognosis, treatment effectiveness, and cancer’s impact on their lives.
This Life + Cancer Insurance advert copy is so apt in highlighting the need to be prepared for uncertainty. Uncertainty in the face of death has a crippling effect not just on the cancer patient but also on the loved ones, extending to all other life endangering diseases. The creative copy uses this powerful sculpture like image to depict the difference that owning a life insurance claim can have in keeping everyone together as a family. The advertisement aims to convey the value proposition by demonstrating how a ready family can have a second chance to become stronger, more valuable, more resilient. by using the tagline. “There is beauty in second chances’ ‘.
The advert copy is captivating and emotional in such a way that it elicits a strong affinity from the target audience.
Overall, I resonate strongly with the copy and its effect on me by looking at it. Not often do I get pulled in by an emotive Insurance advert, but this one definitely had me gaping for a while.
References
