Chipotle’s Ingredients Reign Campaign

This advertising campaign by the American Mexican restaurant was released in October 2016. The main goal of the campaign was to shop the company from the controversies surrounding its business practices in the first half of 2016. Some customers of the restaurant chain sued its management after they go in poor health due to the presence of harmful bacteria in the menu items. It was once the first advertising campaign that used television as the media since the year 2012. The marketing campaign was supposed to reassure the customers regarding the nice of food served in its restaurants.
The key communication method behind the new advertising campaign is to protect the identity of the Chipotle brand as a company which provides clean and healthy food.Target Groups: The main target group for the advertisement strategy is its existing customer base.Geographic Features: The campaign was limited to USA but covered the whole country.Psychographic Features: Communicating the values of Chipotle brand. Demographic Features: Targeted at all age groups.Appeals: Its main appeals were safety and health.Opinion Leaders: No opinion leader used. Stereotypes: No stereotyping used.Recipient orientation, Product/service orientation: It is a recipient oriented advertising campaignPlacement of the Advertisements: Both conventional and digital media channels including social media.Timing: On television and radio primetime spots were mainly targeted.Language specifics of Advertising: Reassuring the customers regarding its business practices.Airtel’s Open Network InitiativeAirtel is the telecom brand of India’s Bharti Airtel Limited. Ever since the Indian mobile telephony sector was opened up for private players, Airtel remained as the undisputed leader in the market. The company has also expanded its operations to other markets like Africa. It enjoys the highest Average Revenue per User (ARPU) among all the Indian telecom companies. However, Airtel started facing heavy competition from a new entrant into the market called Jio Telecom. In order to protect its customers from switching to the new operator in the market, Airtel launched a new advertising campaign called ‘Open Network Initiative’ campaign. The main objective of the campaign was to reassure its existing customers regarding the better quality of its network and justify its higher prices. The key communication strategy behind the new advertising campaign is its verbal directness. By exhorting the quality of its network, Airtel wanted to make it customers realize the perils of shifting to a new network operator in the market who does not have a proven track record. Target Groups: The main target group for the advertisement strategy is its existing customer base. However, it also tried to target new potential customers tied-up to operators who were providing poor quality services and who were considering switching to other operators. Geographic Features: The campaign was limited to India but covered all the circles where Airtel had operations. Psychographic Features: Communicating the quality of services provided by the brand.Demographic Features: Targeted at younger customers who tend to use more data. Appeals: Its main appeals were reliability and quality.Opinion Leaders: No celebrities were used. But interviews of its existing customers were aired as part of the campaign. Hence, its existing customers served as opinion leaders. Stereotypes: No stereotyping used.Recipient orientation, Product/service orientation: It is a product/service orientation.Placement of the Advertisements: Both conventional and digital media channels including social media.Timing: On television and radio primetime spots were mainly targeted.Language specifics of Advertising: Reassuring the customers regarding the quality of its network.Kit Kat’s Celebrate the Breaks CampaignKit Kat was facing the biggest threat to its existence since the brand was first launched 80 years ago. It launched a new advertising campaign called ‘Celebrate the Breaks’ in UK in the year 2016. The new campaign focused on the redesign of some of the product attributes of Kit Kat including its packaging.The key communication strategy behind the new advertising campaign is revitalizing the identity of the Kit Kat brand among the target customer base. Kit Kat wanted the customers to realize that it was still a hip brand.Target Groups: The main target group for the advertisement strategy is its existing customer base. It wanted to protect its existing customer base. The advertising campaign resulted in an increase of its market share by 3.9%.Geographic Features: The campaign was limited to UK but covered all the country.Psychographic Features: Communicating the brand values like hipness. Demographic Features: Targeted at younger customers who formed Kit Kat’s traditional customer base. Appeals: Its main appeals were happiness and freedom.Opinion Leaders: No celebrities were used. Stereotypes: No stereotyping used.Recipient orientation, Product/service orientation: It is a product/service orientation. The campaign mainly focused on the newly introduced product attributes of the Kit Kat brand. Placement of the Advertisements: Both conventional and digital media channels including social media.Timing: On television and radio primetime spots were mainly targeted.Language specifics of Advertising: Reminding the customers regarding the values of the brand.