Kelly's of Cornwall TV Brief & Storyboards

Background Information

Kelly’s of Cornwall ice-cream business was first started in the 1890s. Its key product is a Cornish ice cream which has a “distinctive creamy flavour and velvety smoothness”, all down to its prime ingredients: Cornish clotted cream and whole milk, fresh from Cornish cows (Kelly’s, 2013).

Kelly’s is particularly popular with the southern market where most of its distribution and marketing takes place, aiming its produce at those in the BC1 demographic classification aged 40 and over (Mcdonald, 2011).

Since 2008, Kelly’s begun to expand nationally, due to 70% of its stake being bought by R&R. This resulted in a £2.5 million integrated marketing campaign in 2010 (businesscornwall, 2010) which was successful in raising national brand awareness by 32% and product sales between May-July of that same year.

Product Information

As stated above, Kelly’s ice cream is made with locally sourced milk and Cornish clotted cream, making its heritage and quality a key selling proposition.

Kelly’s products are available in: take-home tubs, in parlours in the summer months, and Mini Pots (Kelly’s, 2013).Flavours include: golden syrup, honeycomb, golden syrup, strawberries, blackcurrant, chocolate, mint and vanilla.

Apart from Ben & Jerry’s, information on the origin of the product and where it is made is lacking from other Kelly’s competitors such as: Carte D’or and Haagen Dazs as they focus on quality. Product origin will be the focus of Kelly’s positioning in its TV campaign.

Target Market

The new proposed target markets are those in the ABC1 target market, focusing on professional  couples, aged 30-50, who have children, live in  cities and have a preference for locally-produced ice cream possibly because they are keen on ‘buying British’ and are more interested in consuming national products, as far as possible.

Marketing objectives for TV campaign:

1.    To increase Kelly’s brand awareness by 25% from May 30^th until August 30^th 2013.

2.    To improve purchase consideration by ABC1 families.

Key Proposition

The key proposition for Kelly’s TV advert is to focus its marketing on its heritage and the quality of the ice cream. A study by Kelly’s in 2010 found that when eating ice cream, consumers from London are transported in their minds to Cornwall, evoking childhood holidays and happy times (Kelly’s, 2010)

Cornwall has many associations including: cream teas, summer holidays, greenery, beaches, sun, family time, relaxation and a close community feel. The Advert will have an emotive tone; this will be delivered in two ways: nostalgia and personification. The brand will be positioned as a benefit to the consumer as it is offering a high quality, local product and also will be an emotive reward from its association with Cornwall.

Firstly, the advert will be based around nostalgia, as many British people have spent holidays in Cornwall when they were younger. During economic hardship, like the current recession in the UK, nostalgia has become an effective advertising method in evoking happier memories. Futhermore, there has been a push for families to try and holiday in the UK, to cut down on their air miles and reduce their carbon footprint. This view supported by Merchant & Rose (2012:1) stating “marketers use personal nostalgia as a sense of security”, thus a marketing message focusing on a Kelly’s Cornish heritage, will trigger positive cognitive behaviour towards the brand. Nostalgia will come across in the Advert as both adverts will be set in Cornwall; where iconic Cornish shots will be taken, inferring where the ice cream is produced for example St Ives and Padstow.

Secondly, Kelly’s brand, according to Mintel (2012) has been lacking in personality, having an effect on Kelly’s marketing capabilities. A way to revamp its brand personality will be through the use of personification.

Delbaere et al (2011:121) argue that personification “makes an emotional response more probable, increasing attributions of brand personality”, resulting in likability towards the brand. Examples of brands which use personification include: M&M chocolate, Churchill car insurance and Compare the Market.

Personification will come across in both adverts as Cornish cows will be computergenerated to look to be seen as workers in the Kelly’s production, emphasizing the product's attributes of it being Cornish and creamy. Kelly’s adverts will be similar to that of Three Mobile ‘Dance Pony Dance’ advert (Lucas, 2013), in terms of animal personification. Since being first shown on the 28^th February 2013, the Three Mobile Advert has been viewed nearly 4 million times, becoming a viral success.

Colour and Music

Both storyboards will contain no dialogue; instead it will contain rich, visual imagery to tell the story. Visual imagery is very effective as it has "the potential for signifying an enormous amount at a glance" Bumer & Buchanan-Oliver (2006:54), making the advert entertaining, making the audience active. The visuals which will appear in the adverts will be the emphasis on the Cornish back drops and location in the Summer months focusing on the colours green, brown and yellow.

The use of personification will add to its visual construct, as Belch & Belch (2001) suggests that the use of an unexpected visual will grab the viewer's attention, making the advert more engaging, thus increasing brand recall. The animated cows will be its typical colour of black and white, maintaining its realism, also being the same colours as the Cornish flag.

The music that will be used is an upbeat song called 'I am woman' by Helen Reddy released in 1972. The song has a folk sound, using guitars, drum kit and horns. It is an inspirational song about being able 'to do anything' and that one is 'invisible' and 'determined'. It is a strong feminist song which sold over a million copies (Lennox, 2012) making it popular and well-known. Furthermore was recently played in Sex and the City Movie 2. The choice of song is to signify the team work that is required in making Kelly's ice cream and that each ice cream pot is produced with love, and in addition, the cows which produce the milk are female so there’s a sense of nurturing, motherhood and family connections. Here is the link of the song below:

  

'Helen Reddy - I am woman' source: 

http://www.youtube.com/watch?v=Zu4xpDuf84A

Desired outcome

The desired outcome for the Kelly’s TV advert will be to increase Kelly’s brand awareness nationally, subsequently increasing its market share where there still remains room for growth. Another desired outcome is to increase purchase consideration from ABC1 families by creating adverts which will market the product and the brand in a fun and unforgettable way, improving brand recall.

Idea 1 - One minute TV advert

Shot 1: Barn door opens, a shadowy cow figure appears. Music begins. Wide shot.

Shot 2: Figure starts walking down the bar. Point of View camera shot.

Shot 3: Kelly's buckets filled with milk, close up, tracking shot.

Shot 4: Close up of door and hood. A door named 'The Cream Room'

Shot 5: A group of cows mixing the Kelly's  mixture. Point of view shot. Inside Cream room.

Shot 6: One cow tasting, other giving marks out of ten. Point of view shot. Inside Cream room.

Shot 7: Cow workers are loading the Kelly's truck with Kelly's boxes. Wide shot. Outside Kelly's factory.

Shot 8: Close up of hoof giving Kelly's stamp of approval. Inside Kelly's truck.

Shot 9: Kelly's truck driving across Cornish scenery, children waving from the beach. Wide shot. Beach side location.

Shot 10: Kelly's truck leaving Cornwall. Mid shot of truck and sign.

Shot 11: A family enjoying Kelly's in their garden, establishing shot.

Shot 12: Kelly's and its slogan.

Idea 2 - 30 seconds TV Advert

The ending shot on both Adverts will be "Kelly's of Cornwall is the cream of the Cornish crop" reinforcing its quality and creaminess. And informing the viewer it is available in all major supermarkets.

References

Bumer, S & Buchanan-Oliver, M (2006) Visual rhetoric and global advertising imagery. Journal of Marketing Communications. [online] 12 (1). Available from: Business Source Premier, Ebscohost [Last accessed 6^th March 2013]

Belch, G E & Belch, M A (2001) Advertising and Promotion: An Integrated Marketing Communications Perspective 5th edition New York: McGraw-Hill/Irwin)

Business Cornwall (2010) Kelly’s 2.5m investment [online] Available from: http://www.businesscornwall.co.uk/news-by-industry/expansion/2-5m-kellys-investment-123[Last accessed 6^th March 2013]

Delbaere, M, Mcquarrie, E and Phillips, B (2011) Personification in Advertising. Journal of Advertising. [online] 40 (1). Available from: Business Source Premier, Ebscohost. [Last accessed 6^th March 2013]

Elliculucille (2011) Helen Reddy - I am woman. [video online] Available from: http://www.youtube.com/watch?v=Zu4xpDuf84A [Last accessed 27/04/13]

Kelly’s of Cornwall (2013) About us [online] Available from: http://www.kellysofcornwall.co.uk/about-us/ [Last accessed 6^th March 2013]

Kelly’s of Cornwall (2010) A study into the psyche of eating ice cream [online] Available from: http://www.kellysofcornwall.co.uk/articles/a-study-into-the-psyche-of-eating-ice-cream-londoners-would-you-rather-be-in-cornwall/ [Last accessed 6^th March 2013]

Lennox, M (2012) Helen Reddy retirements ends I am woman singer [online] Available from: http://www.huffingtonpost.com/2012/07/13/helen-reddy-retirement-ends-i-am-woman-singer_n_1671539.html [Last accessed 6th March 2013]

Lucas, G (2013) Three’s moon walking pony [online] Available from: http://www.creativereview.co.uk/cr-blog/2013/march/threes-moonwalking-pony [Last accessed 4th March 2013]

Mcdonald, M (2011) Marketing Accountability. GB: Kogan Page.

Merchant, A and Rose, G (2012) Effects of advertising evoked vicarious nostalgia on brand heritage. Journal of Business Research. [online] Available from: http://www.sciencedirect.com/science/article/pii/S0148296312001737 [Last accessed 6th March 2013]

Mintel (2012) Ice Cream – UK – July 2012. [Online] Available from: Mintel [Accessed 14^th January 2013].

R&R Ice cream (2010) History [online] Available from: http://www.rr-icecream.eu/about/history.aspx [Last accessed 5th March 2013]