2. On the 23rd January, I spoke with our client Jay Scrimshaw –
the owner and chef of Scrimshaws Guerrilla Kitchen where
we spoke about the possibilities for the campaign.
Jay firstly informed us on all the locations that they go to. This
included Scrimshaws mainly being based in Histon but also
stopping off near the offices outside of the train stations at
lunch times and travelling to different live events and
markets around the UK.
3. Jay informed us how he has no budget but
does most of his advertising via Twitter and
Facebook. This was useful to know as this points
us to producing an online campaign and we
can rule off any other media channels.
Facebook page:
http://www.facebook.com/scrimshaws
Twitter page:
http://twitter.com/guerrillakitch
Instagram page:
http://www.Instagram.com/guerrillakitch
4. Jay showed us the companies logo that he would like
to be included in ay advertisement for the campaign
and we also asked him if he had any colour scheme or
style in mind for the campaign. He informed us that he
wanted the colour scheme to reflect his logo and his
vans design which are coloured green, grey, white
and black.
Due to the pop up kitchen never sticking to a permanent
destination, we will have to create a template for the
potential advertisement as the information and locations
are always changing.
Jays van is currently under construction until the 15th of
February which is past the campaigns deadline. This rules
out filming a web advertisement for the company and
also taking any shots of the van for the print
advertisement.
5. In conclusion, a print advertisement/ online poster is the option for the campaign, as its free, Jay can
alter the template whenever he changes location/ event, it can be posted to his social networking sites
and other forms of advertisements are ruled out due to the van not being available and budgeting.
We also discussed what should be included in the print advertisement, such as images of the Scrimshaw’s
Guerrilla Kitchen Van, the logo, the colour scheme, images of the food, and templates for the time,
destination, event and what food will be on sale.
Jay also let us know that he would like one of the following to be included in the print:
#bunlove
#heavenlycloudsofdeliciousness
6. Media channels
• Social networking (e.g. Twitter, Facebook, Instagram
• Stickers
• Business cards
• Flyer/leaflet (Maybe with the menu in.)
• Print advertisement
By producing a print advertisement to post onto the social networking sites we are appealing
to a warm
audience (a group of people who have already brought the product before.)
Although we still want to appeal to a cold audience/ untapped market. To this we have
decided to go
ahead and design a print advertisement that can be rescaled and printed as a poster and
also design
Stickers, flyers so that there is the option to appeal to a cold audience and not just promote
the company via social networking.
7. Definitely include Scrimshaws logo, Slogan/Slogans
and colour scheme.
Feature a photo of one of Scrimshaws buns on the
print advertisement. (Don’t do a graphic as an
image on the food itself of the food itself is more
tempting.)
8. Cut on Photoshop an image of one of Scrimshaws buns
down the middle and delete the other half where the
other half used to be, add the ingredients used to make
the bun.
4.) Feature photography of a variety of a variety of
Scrimshaws buns – this shows the range, what’s available
and may look more visually appealing then just showing
one bun.
For business cards and stickers etc. any of these designs
could be scaled down or maybe something more simplistic
such as just featuring the logo would look better
9.
10. As we have not yet photographed any of the buns
and there are no images of them already taken on
a white background, we tested out the designs by
using and reshaping different rolls I have found on
the internet.
The reason we chose to test out this design was
because it would show off the variety of food the
client has to offer – which would appeal to wider
audience and is minimalistic yet potentially
effective.
11.
12. This design layout is very similar to design 1,
however the print features one of the buns
surrounded by its ingredients, we tested out our
original idea to have the bun sliced down the
middle and in place of the other side having the
ingredients – although this appeared slightly tacky.
13.
14. As we have not yet photographed any of Scrimshaws
buns yet, we have used one of the images the client has
sent over via email. We’ve increased the saturation of the
bun. Cleaned up on the background, removed the
business card as well as adjusted the proportions of the
image and added the logo, the information/writing would
be positioned to the right of the print.
We decided to test this particular design out as I felt it was
simplistic, and there was only one focus – which therefore
draws the viewers attention directly to the bun. The image
also looks more classy in comparison to design 1 which
looks cheaper (although with Scrimshaws buns, the design
should appeal classier.)
15.
16. Using images of Scrimshaws buns, I devised a layout and
background to display them on. As concept 3 had used a
previously shot image of a bun on a wooden surface (and
this complimented the food) we found an image of wood
on the scrimshaws Facebook page and adapted it into a
background.
I am still not 100% sure about the use of polarized images to
display the food but I decided to use this to test out to see if
the white background would work well.
We also quickly tested it out on a portrait background but
instead, the information and slogans would be placed in the
centre of the print.
17. As the van is currently under construction, for the
concept we’ve had to use a photo of the van
that was taken previously (image to the right.)
we’ve adjusted the proportions and colours,
cropped the image, cleared it up and edited the
contrast. We’ve experimented with where the
information should be placed, although we’re still
not quite happy with the typeface and the size of
the font.
We also came up with another similar concept
where the van would be graphically drawn.
18. For this unit we are producing the advertising campaign free of charge – however these would
be similar costs to what a freelance designer would charge.
The client wishes to promote their campaign purely through social media. Although we have
considered how much it would cost to get the advertisement printed on a range of media
channels.
According to smallbusiness.costhelper.com a freelance designer can charge anything between
£13 - £230 per hour, although the average charges £43 - £49. Many other sources on the web
state they would accept no less than £30 an hour for an experimented designer. Therefore if we
charged £30 per hour for 10.5 hours, it would typically cost £315. Total budget - £410.
19. This design would cost a similar price to the concepts above minus the cost to hire a studio out as we
can only work with the images we already have of the van due it being under construction.
10.5 hours spent on the final design - £410, total £410.
Cost of potential media channels:
• Social networking – free publicity
• Posters – according to alocalprinter.com 20 A4 posters would cost approx. £20 and for 20 A3
posters, it would cos approx. £25
• Business cards – For silk art business cards, it would cost £25 for 250 cards, there are also recycled
business cards for the same price which is more eco friendly.
• Stickers – For square personalised stickers, it would cost £18 for 100.
• Leaflets/flyers/menus – For leaflets it would cost £40 for 1000 single sided leaflets or £149 for 1000
double sided 4-6 pages.
20. There are very few legal and ethical issues that we will clearly have to avoid however:
• For the final design, only feature the clients food due to copyright reasons and false
advertising.
• If the client picks a concept that requires us to do a photo shoot of his food, make sure
that we don’t capture any other products/ brand names/ logos in the background
• None of the concepts are clearly offensive in any way due to them either featuring food
or a van.
