Pitch Presentation:By Dayna Crawford

On the 23rd January, I spoke with our client Jay Scrimshaw –

the owner and chef of Scrimshaws Guerrilla Kitchen where

we spoke about the possibilities for the campaign.

Jay firstly informed us on all the locations that they go to. This included Scrimshaws mainly being based in Histon but also

stopping off near the offices outside of the train stations at

lunch times and travelling to different live events and

markets around the UK.

Jay informed us how he has no budget but

does most of his advertising via Twitter and

Facebook. This was useful to know as this points

us to producing an online campaign and we

can rule off any other media channels.

Facebook page:

http://www.facebook.com/scrimshaws

Twitter page:

http://twitter.com/guerrillakitch

Instagram page:

http://www.Instagram.com/guerrillakitch

Jay showed us the companies logo that he would like

to be included in ay advertisement for the campaign

and we also asked him if he had any colour scheme or

style in mind for the campaign. He informed us that he

wanted the colour scheme to reflect his logo and his

vans design which are coloured green, grey, white

and black.

Due to the pop up kitchen never sticking to a permanent

destination, we will have to create a template for the

potential advertisement as the information and locations

are always changing.

Jays van is currently under construction until the 15th of

February which is past the campaigns deadline. This rules

out filming a web advertisement for the company and

also taking any shots of the van for the print

advertisement.

In conclusion, a print advertisement/ online poster is the option for the campaign, as its free, Jay can

alter the template whenever he changes location/ event, it can be posted to his social networking sites

and other forms of advertisements are ruled out due to the van not being available and budgeting.

We also discussed what should be included in the print advertisement, such as images of the Scrimshaw’s

Guerrilla Kitchen Van, the logo, the colour scheme, images of the food, and templates for the time,

destination, event and what food will be on sale.

Jay also let us know that he would like one of the following to be included in the print:

#bunlove

#heavenlycloudsofdeliciousness

Media channels

• Social networking (e.g. Twitter, Facebook, Instagram

• Stickers

• Business cards

• Flyer/leaflet (Maybe with the menu in.)

• Print advertisement

By producing a print advertisement to post onto the social networking sites we are appealing

to a warm

audience (a group of people who have already brought the product before.)

Although we still want to appeal to a cold audience/ untapped market. To this we have

decided to go

ahead and design a print advertisement that can be rescaled and printed as a poster and also design

Stickers, flyers so that there is the option to appeal to a cold audience and not just promote the company via social networking.

Definitely include Scrimshaws logo, Slogan/Slogans

and colour scheme.

Feature a photo of one of Scrimshaws buns on the

print advertisement. (Don’t do a graphic as an

image on the food itself of the food itself is more

tempting.)

Cut on Photoshop an image of one of Scrimshaws buns

down the middle and delete the other half where the

other half used to be, add the ingredients used to make

the bun.

4.) Feature photography of a variety of a variety of

Scrimshaws buns – this shows the range, what’s available

and may look more visually appealing then just showing

one bun.

For business cards and stickers etc. any of these designs

could be scaled down or maybe something more simplistic such as just featuring the logo would look better

As we have not yet photographed any of the buns

and there are no images of them already taken on

a white background, we tested out the designs by

using and reshaping different rolls I have found on

the internet.

The reason we chose to test out this design was

because it would show off the variety of food the

client has to offer – which would appeal to wider

audience and is minimalistic yet potentially

effective.

This design layout is very similar to design 1,

however the print features one of the buns

surrounded by its ingredients, we tested out our

original idea to have the bun sliced down the

middle and in place of the other side having the ingredients – although this appeared slightly tacky.

As we have not yet photographed any of Scrimshaws

buns yet, we have used one of the images the client has

sent over via email. We’ve increased the saturation of the

bun. Cleaned up on the background, removed the

business card as well as adjusted the proportions of the

image and added the logo, the information/writing would

be positioned to the right of the print.

We decided to test this particular design out as I felt it was

simplistic, and there was only one focus – which therefore

draws the viewers attention directly to the bun. The image

also looks more classy in comparison to design 1 which

looks cheaper (although with Scrimshaws buns, the design

should appeal classier.)

Using images of Scrimshaws buns, I devised a layout and

background to display them on. As concept 3 had used a

previously shot image of a bun on a wooden surface (and

this complimented the food) we found an image of wood

on the scrimshaws Facebook page and adapted it into a

background.

I am still not 100% sure about the use of polarized images to

display the food but I decided to use this to test out to see if

the white background would work well.

We also quickly tested it out on a portrait background but

instead, the information and slogans would be placed in the

centre of the print.

As the van is currently under construction, for the

concept we’ve had to use a photo of the van

that was taken previously (image to the right.)

we’ve adjusted the proportions and colours,

cropped the image, cleared it up and edited the

contrast. We’ve experimented with where the

information should be placed, although we’re still

not quite happy with the typeface and the size of

the font.

We also came up with another similar concept

where the van would be graphically drawn.

For this unit we are producing the advertising campaign free of charge – however these would

be similar costs to what a freelance designer would charge.

The client wishes to promote their campaign purely through social media. Although we have

considered how much it would cost to get the advertisement printed on a range of media

channels.

According to smallbusiness.costhelper.com a freelance designer can charge anything between

£13 - £230 per hour, although the average charges £43 - £49. Many other sources on the web

state they would accept no less than £30 an hour for an experimented designer. Therefore if we

charged £30 per hour for 10.5 hours, it would typically cost £315. Total budget - £410.

This design would cost a similar price to the concepts above minus the cost to hire a studio out as we

can only work with the images we already have of the van due it being under construction.

10.5 hours spent on the final design - £410, total £410.

Cost of potential media channels:

• Social networking – free publicity

• Posters – according to alocalprinter.com 20 A4 posters would cost approx. £20 and for 20 A3

posters, it would cos approx. £25

• Business cards – For silk art business cards, it would cost £25 for 250 cards, there are also recycled

business cards for the same price which is more eco friendly.

• Stickers – For square personalised stickers, it would cost £18 for 100.

• Leaflets/flyers/menus – For leaflets it would cost £40 for 1000 single sided leaflets or £149 for 1000

double sided 4-6 pages.

There are very few legal and ethical issues that we will clearly have to avoid however:

• For the final design, only feature the clients food due to copyright reasons and false

advertising.

• If the client picks a concept that requires us to do a photo shoot of his food, make sure

that we don’t capture any other products/ brand names/ logos in the background

• None of the concepts are clearly offensive in any way due to them either featuring food

or a van.