Creative Brief Example – Advertising

In this brief, the client is Iceland, a supermarket company with a particular

focus on low-budget groceries such as frozen food products.

The requested media product is an advertising campaign centred around three

new ranges of products to be sold: Kids Crew, Pizzas and Christmas lines. It is

also has the objective of making the target audience more curious about the

products that Iceland sells.

The advertising campaign will need to be prepared for the start of the

Christmas season, as that is one of the core aspects of the product branding.

The client’s intended audience is mothers who are often busy and trying to

manage feeding a family on a relatively tight budget. There is also an aspect of

the advertising that is particularly targeted at people in this demographic who

do not explore to see what Iceland has stocked, instead going for items on

price-off sales, or particular favourites of that customer.

In terms of ethical and legal constraints, this product must be suitable for use

in the advertising timeslots of a daytime television show, or on posters and

magazine adverts. This means that there must be no active or directly implied

violent or sexual themes in the advertising. Another issue is that the

advertising will be desired to avoid any heavily politically or ethically charged

views in its subject matter.