Melbourne City Rooftop Honey: https://www.rooftophoney.com.au/
Background
Melbourne City Rooftop Honey is a honey brand from the City of Melbourne since 2010. The aim of this project is to raise awareness of the importance of bees and the vital role that they play in our ecosystems while creating delicious honey, and also to help save the honey bee from the various threats of disease and human habitation (Melbourne City Rooftop Honey 2020). The brand is special because of its honey is produced on the rooftop. The beekeepers place hives on the roof spaces of restaurants, hotels and gardens around the City of Melbourne, that is why the brand’s name is called “Melbourne City Rooftop Honey” (Melbourne City Rooftop Honey 2020).
“Honey Fingers” is one of the competitors located in Melbourne. This brand makes some artworks by using hive. These artworks could show the ‘bee cultures’ to the audience, and they can also be used to explore the intersection between bees and humanity (Honey Fingers 2020).
During the current Covid-19 situation in Australia, Melbourne City Rooftop Honey will not resume its normal business until spring arrives. According to data, the demand for packaged food in 2020 is almost four times that in 2019 (Jones 2020). In this challenging time, Melbourne City Rooftop Honey can still provide fresh and healthy honey for local clients by online ordering.
According to Sparkol (2015), the archetype of Melbourne City Rooftop Honey should be ‘The Nurturer’. ‘The nurturer is driven by their need to protect and care for others’ (Sparkol 2015). Melbourne City Rooftop Honey can still provide healthy honey for local clients by online shopping during the Covid-19 situation, this can be regarded as ‘offer protection, safety and support to their customers’ (Sparkol 2015).
Objectives
The objective of this ad is to persuade the audiences to believe that Melbourne City Rooftop Honey is a trustworthy brand. It can still provide fresh honey for the audiences although during the Covid-19 situation, and it can also guarantee the quality and safety of the honey provided. This is a kind of persuasion.
Target Audience
The target audiences are the local residents aged between 30 and 34 years old in Melbourne, which are almost 368,000 people (Australian Bureau of Statistics 2020). They may work part-time and they may also work full-time, and their salaries should between $50,000 to $100,000 per year. The audiences have health awareness and pay great attention to their own health.
Single Minded Proposition
Let’s protect honey bees.
Let’s make a home for honey bees.
Melbourne City’s unusual home for honey bees.
Honey can benefit our health.
Fresh honey produced in Melbourne City.
Substantiation
Honey contains a lot of nutrients required by the human body (Gunnars 2018).
‘The honey bee plays a very important role in the sustainability of the food supply chain as they are the key to the pollination of the agricultural and horticultural crops which ultimately produces a very large proportion of the food that we all eat’ (Melbourne City Rooftop Honey 2020).
‘Looking to the future, as we expand on concepts of growing food in our cities & making them cooler, greener & more sustainable – It is vital to protect honey bees and include them in our cities and sprawling urban landscapes’ (Melbourne City Rooftop Honey 2020).
Tone of voice
Compassionate, generous and strong.
Media requirements
A 30-second Youtube advertisement.
Mandatories
Logo, socials, web address.
Reference List
Australian Bureau of Statistics 2020, 2016 Census QuickStats: Greater Melbourne, Australian Bureau of Statistics, retrieved 4 May 2020, <https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/2GMEL?opendocument>.
Gunnars, K 2018, ’10 Surprising Health Benefits of Honey’, healthline, 5 September, retrieved 4 May 2020, <https://www.healthline.com/nutrition/10-benefits-of-honey>.
Honey Fingers 2020, Info, Honey Fingers, retrieved 5 May 2020, <https://honeyfingers.com.au/Info>.
Jones, K 2020, ‘The Pandemic Economy: What are Shoppers Buying Online During COVID-19?’, Visual Capitalist, 8 April, retrieved 5 May 2020, <https://www.visualcapitalist.com/shoppers-buying-online-ecommerce-covid-19/>.
Melbourne City Rooftop Honey 2020, Covid-19 Update, Melbourne City Rooftop Honey, retrieved 4 May 2020, <https://www.rooftophoney.com.au/pages/covid-19-update>.
Melbourne City Rooftop Honey 2020, Why We Are Doing This?, Melbourne City Rooftop Honey, retrieved 4 May 2020, <https://www.rooftophoney.com.au/pages/about>.
Sparkol 2015, ‘The 12 brand archetypes all successful businesses are built on’, Sparkol, web blogpost, 1 September, retrieved 4 May 2020, <https://www.sparkol.com/en/blog/the-12-brand-archetypes-all-successful-businesses-are-built-on>.
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