The Techniques of the Advertisers Used to Promote Birds Eye Potato Waffles

The Techniques of the Advertisers Used to Promote Birds Eye Potato Waffles

Within this assignment I will analyse the different techniques, which

Birds Eye have used to promote their product, Potato Waffles. In order

to do this I will explore the techniques, which the advertisers have

used in order to achieve this. It is important to place this

discussion into context. The organisation, which will be examined, is

Birds Eye. Birds Eye are a famous frozen-food manufacturer, they have

been established for over eighty years and their best selling products

are; Fish Fingers, Oven Chips, Burgers and Potato Waffles. However

Potato Waffles were not selling to their full potential. Due to this,

the product had to be re-promoted and so Birds Eye brought in a team

of advertisers in order to make Potato Waffles more saleable.

The advertisement campaign, which was launched in 2003 in order to

re-promote Potato Waffles, had two key aims. These aims were to

encourage those who had not tried Potato Waffles before, so they could

go out and buy them. The other aim was to convert those consumers to

buy the Birds Eye brand instead of the supermarkets own-brand. The

advertisement was both displayed and broadcast. In terms of display,

the advertisement was shown on Billboards, Bus stops, Magazines and

Newspapers. These forms of publicity helped reach a mass audience, in

terms of where the advertisement was placed. As well as this it was

broadcast on Terrestrial Television and on Commercial Radio, the

channels in particular were ITV and C4 who have the largest viewing

audience. This broadcast took place to intrigue a wider reaching

audience, causing the co...

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... rise in profits.

Overall in my discussion I aimed to look at what techniques the

advertisers used to promote Birds Eye Potato Waffles. Potato Waffles,

as we know were not selling as well, however this campaign has been so

effective, that the product has now become saleable again, and a major

increase on profits. The reasons for this are illustrated in the

layout, language and design of the tabloid newspaper. The language

that was used in the advertisement was also copied from the newspaper,

which provoked these results positively. It can also be said that both

the layout and language have contributed to the advertisement having a

particular effect on the consumer audience. In conclusion it is the

attractive newspaper design and comic attitude, which has achieved the

positive effects that this campaign set out to do.