In this task I was required to select an up and coming brand and help transform it into a well-established brand. In order to do this I had to research (local) brands that had recently started out or had a limited customer base. I further decided that I would select a local brand for task as due to it being local I would be provided with the opportunity to speak to the manger and travel to the brand at any time necessary. Having made the decision to work with a local brand I started to research many up and coming brands in Edenvale and came across The Red Door Café. The thing about The Red Door Café that caught my attention was my personal experiences with the brand as well as the brand outlook.

Additionally people are able to establish a personal connection with brand due to their unconventional and unique approach in every aspect of the brand. Examples of this would be: their décor - having concrete floors, exposed rafters, using corrugated sheeting as wall paper, having chandeliers made out of spray painted old glass coke bottles and even using objects such as Lucky Fish tins and a bathtub as pot plants; their menu – not only do they have a regular menu but they offer a paleo menu, which changes weekly. Having a paleo menu on offer is another aspect that makes this brand unconventional and unique especially since so many people these days are on diets and are unable to eat out due to a lack of diet friendly meals.

 

Furthermore the paleo menu allows both diabetic and lactose intolerant customers to eat without any worry. In addition, seeing the demand for healthy, paleo friendly dishes The Red Door Café changes their paleo menu weekly – providing customers with a huge variety.

Having taken this all into consideration I decided to use three words to sum up The Red Door Café –rustic, retro, food –which I used as the overall concept for all three adverts. From these three words I further created my slogan for this campaign “The Red Door Café – where rustic meets retro”. I acknowledge the fact that I did not need to include the word ‘food’ or any other synonym in my slogan the word ‘Café’ implies food.

Thus for the execution of my adverts I decided firstly to do a TV ad, secondly a print ad and thirdly a pamphlet. The reason for using a pamphlet as one of my executions is due to pamphlets being ‘rustic yet retro’. I say this because pamphlets are quite an old form of advertising but are still a very effective way of adverting. In addition I further decided to use a print ad as one of my executions as print ads are a very effect yet simple way of adverting in the same way that The Red Door Café may be considered quite simple from afar but is actually a very effective brand. I lastly decided to use a TV ad as I wanted the viewer to get a feel of the vibe in the restaurant which a TV advert can provide.

Furthermore a TV advert can show real life scenarios thus allowing the viewer to feel of the vibe of a place. I decided to use an old fashioned compared to that of a modern businessman as this shows the idea of rustic yet retro. In addition to this – the reason for the selection of the blue suit in particular is that it has a very retro vibe to it, but still looks very modern. In this TV ad I further wanted to show customers are able to get their new age ‘banting muffin’ but can also get a good old-fashioned milkshake once again showing the rustic yet retro theme. Additionally the waitress’s words are a reference to the time when waitress and women of service would speak like this. All this helps in creating the ‘rustic yet retro feel to the TV advert.

Moreover the reason for the use of an Instagram post with a Polaroid filter is to once again show the theme of rustic yet retro. I say this due to Instagram being very modern however Polaroid pictures are quite old, however having said this both Instagram and Polaroid pictures have a very retro vibe to them but are still raw enough to be considered rustic.

Lastly I decided to use a pamphlet as my third and final execution as a form of enticement for new customers. By making it an interactive form of advertising people will wonder ‘ what’s behind the red door ‘ to which they will be provided with just enough information that the next step is to then go check out the place .  Additionallyas mentioned previously pamphlets are quite a rustic yet retro form of advertising thus providing the customers with just a quick feel of the place – in a unique,rustic and retro manner.