Picture by rooftop honey
The rooftop honey is local beekeepers which are located in certain areas in Melbourne CBD, with the vision to bringing bees back to the city and raising awareness of how important bees are in the environment, the rooftop honey also produces and sell delicious honey in the Australian market(Melbourne Rooftop Honey, 2021), yet, with the number of competitors such as Capilano as one of Australian best-selling honey across the country (Capilano, 2020) and honey fingers which have numbers of artistic value in their product (honey finger, 2021), make the rooftop honey has to look forward to establishing the brand’s message and transforming the product range into something more attractive for Australian to try.
To construct strong strategic advertising for rooftop honey, I choose ‘Superhero’ out of 12 archetypes, firstly, the idea of returning bees back to the city and saving the environment might be useful to attract the audiences to be a hero to save Australian agriculture. Secondly, adding some beneficial information about how to save the world through the bees in every ordering package, verbally encourages the audience to take action and support the beekeepers. Thirdly, the rooftop honey has to utilize this circumstance to provide more honey for Australians who may have diseases or weak immune systems because honey contains more nutrients and antioxidants which can reduce the risk of heart attacks and strokes (Gunnars, 2018), hence, with all of these findings and solving regarding the rooftop honey, it may strongly deliver the message of the product and increase the customers’ interest.
Objective:
Perception, using the thought of saving the world to grab the audience attention
Cognition, educate Australians regarding how important bees are in Australia’s agriculture
Persuasion, change the audiences’ attitudes thru call-to-action that has been provided on any platforms
Behaviour, by doing all of these above, then convince Australians to buy the product because this is the only way to save the bees and Australia’s agriculture.
Target audiences:
The target audience of this advertisement is 30-34 years old, due to the highest population in greater Melbourne with a total 8,2% ( Australia bureau and statistic 2016) and the average person within this age more likely educated therefore, the message of saving the bees and Australian agriculture are accurate to them, additionally, according to ABS people around this aged also have great weekly income which around $AU1,127, so, it’s affordable for them to purchase the product.
Single-minded proposition (SMP)
Buy one of these honey means save the bees
Protect the bees from extinction by supporting us
Be (es) part of our project to save the ecology
Fresh honey..only in rooftop honey
Your support can maintenance sustainability
Buy this not only save the bees but, also help the local business to grow
Change the city by helping the bees #rooftophoney
Substantiation
The bees are an essential part of the sustainability of the food supply chain in Australia because they are the vital pollinator of the agricultural and horticultural crops which ultimately produces a large proportion of the food that we all eat. ( rooftop honey, 2021)
The rooftop honey is a local beekeeper originally from Melbourne so, supporting or buying their product means helping them, the local business to grow and give back to the community. (rooftop honey, 2021)
Aside from sweetness, honey also contains several elements that can benefit human’s well-being such as nutrients, antioxidants, and less sugar (Gunnars,2018)
Tone of voice
Energetic, gentle, attractive, and must grab the audience’s attention
Media requirement
YouTube 15 second advertisement, post on Twitter and share video Facebook
Mendatories
Logo, chosen SMP, contact, or website that links directly to the product and add some sponsorship if there is any.
Reference list:
Melbourne City Rooftop Honey (2021), retrieved 3 September 2021,<https://www.rooftophoney.com.au/>
Australian Bureau of Statistics (2018), ‘Employee Earnings and Hours, Australia’, Australian Bureau of Statistics, retrieved 4 September 2021 <https://www.abs.gov.au/statistics/labour/earnings-and-work-hours/employee-earnings-and-hours-australia/latest-release>.
Australian Bureau of Statistics 2016 Census QuickStats: Greater Melbourne, Australian Bureau of Statistics, retrieved 4 September 2021, <https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/2GMEL?opendocument.>
Gunners, K (2018),’10 surprising health benefits of honey’, healthline, 4 September 2021,( https://www.healthline.com/nutrition/10-benefits-of-honey )
Capilano Honey (2021), retrieved 4 September 2021, (https://www.capilanohoney.com/au-en?gclid=CjwKCAjwvuGJBhB1EiwACU1AiYWamRXnnaYdAJCpG88H7YTKEuPLFxxsRPoQ0f_jUqJvIdaYhIpjTBoCEssQAvD_BwE )
Honey fingers (2021), retrieved 4 September 2021, ( https://honeyfingers.com.au/Info )