MCO307: The Digital Audience — Module 7: Discussion / Create a Campaign
My chosen brand is the Rappahannock Oyster Co. Their main product is Chesapeake Bay Oysters, which they pack and ship directly to your home. My audience are seafood lovers, especially those of oysters and clams. They like to entertain family, friends, and guests, with fresh raw, roasted, or cooked oysters. They live for the weekends and holidays when they have extra time to unwind and enjoy the time. This design was just clean and crisp, it can feature the main oysters on ice, but also with other products and a good size comparison with the first picture. I always like the splash of blue with browns and white. It looks seaworthy. It earthy and watery. These pictures show you exactly what it is, no assumptions, just oysters. Plus, I prefer white san-serif text on black backgrounds because it is easier on the eyes to read, and doesn’t clash with the photographs.
This campaign features the gift box from Rappahannock Oyster Co. This is for the audience who has that one person who is hard to shop for. It’s that friend who is always your support staff, but has everything in the world. You know they like oysters, or that they are a foodie who haven’t tried ROC oysters. It could be that you have eaten oysters with them at one of the restaurant locations, and want to surprise them with a reminder of how great they were, because you haven’t hung out in a long time. The Give A Shuck is a play on rhyme, that childish “bro” behavior of playing off a curse word. Personally, I think I would have made the font a little larger for the “Let your friends…” Again, the blue for water, simple black and white to not take away from the photograph.
This campaign is more the intellectual oyster lover. They have a sophistication about them and oysters are a symbol of status when they entertain. It’s a pleasure principle to enjoy oysters to show how smart and well-rounded your palate has become. The quote was one of two that I liked best. This one is more for the men, the target persona from last week. I added a second one for the women, but did not campaign it. It’s simple, newsy, black text white background. Read it and no distraction from the photograph.
