The human attention span has recently decreased, making the need for engaging advertising integral. A marketer must establish a captivating message that resonates with their audience on a simplistic level. Sensations are absorbed by the consumer within their 8-second attention span, which is then used to interpret the stimuli provided.
The Information Processing of a consumer when responding to an advertisement is interconnected in 3 stages. These stages are classified as the Stages Of Perception:
- Exposure: The attention of a consumer which is stimulated by a marketing campaign.
- Attention: The extent to which processing is devoted to a particular stimulus (Solomon et al, 2019).
- Interpretation: Decoding of marketing messages (Basu 2019).
The global meal service company ‘HelloFresh’ has a customer-centric marketing approach, allowing their customers to play a participatory role in content creation (Fitzgerald 2018).
HelloFresh is a service supplying fresh food and recipes directly to consumer households in 10 international markets. The meal kit service include all the ingredients required for each recipe card in the weekly boxes which are sent out on schedule. These ingredients are meticulously personalised for each subscriber (HelloFresh 2019).
This HelloFresh television advertisement accentuates the family orientated approach to cooking the company strive to achieve. The ad exploits a family as they unbox their weekly subscription of fresh produce and ingredients supplied in the box.
Whilst a consumer watches this advertisement they will experience exposure through psychophysics (the physical environment of the advertisement). The psychophysics influence the consumer’s subjective experience of HelloFresh. For instance, this ad is situated in a kitchen and dining area, resonating the brand with a family orientated identity. Meaning, whenever a consumer is in the kitchen they will immediately think of the great service HelloFresh provide.
The 15-second television ad is straight to the point and portrays its message through a simple storyboard, making attention to the ad easy to comprehend. The ad is shot using a brightly coloured filter overlaying the raw film footage. A majority of the shots use the zoom feature to emphasize the fresh produce, or the focus feature to clearly acknowledge the actor’s emotion. These strategies make the stimuli more relatable and easier for consumers to devote their attention to the content.
Customers interpret HelloFresh through a comprehensive direct-to-consumer feedback loop. The inclusive consumer to business communication made by HelloFresh alongside the healthy and nutritious brand image, allow customers to acquire an automated unconscious interpretation of HelloFresh. The meticulously organised natural ingredients included in the subscription box provide a brand personality in which consumers assign to common human traits.
“Our marketing should not distract the customer, but rather provide them with answers to their individual questions” Villanueva 2019
This quote stated by Karl Villanueva, the head of search engine marketing for HelloFresh, highlight the customer-centered approach HelloFresh wish to obtain. This proves that HelloFresh provide semiotic messages that answer their consumer’s questions. HelloFresh does this through the simple messages they create in their marketing. These simple messages highlight both; signifiers (sensory representations e.g. location, taste) and signifieds (what the signifier stands for or implies e.g. convenient food options)( Teresa & Kernan p.49). The Index sign implied in HelloFresh’s marketing consists of the fresh/holistic food adjoined to the green logo of their brand. This combination of ‘freshness’ and the colour ‘green’ connect the product to the brand as they share the same properties, making it easier for their customers to identify their products.
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HelloFresh Logo: The green colouring and the leaf image both represent the holistic brand image of the company.
Reference List:
Basu, C, 2019, ‘The perceptual Processing in Marketing’, Bizfluent, viewed 28 March, <https://bizfluent.com/info-8297366-three-perceptual-processes-marketing.html>
Fitzgerald, M, 2018, ‘Food for Thought: How HelloFresh is on a mission to make us a less ‘hangry’ after work’, Forbes, 27 March, viewed 29 March, <https://www.forbes.com/sites/aaronkwittken/2018/03/27/food-for-thought-how-hellofresh-is-on-a-mission-to-make-us-less-hangry-after-work/#b29ce555dc11>
HelloFresh, 2019, ‘HelloFresh boosts digital marketing campaigns, increasing conversion rates with Tableau’, Tableau, viewed 29 March, <https://www.tableau.com/solutions/customer/hellofresh-boosts-digital-marketing-campaigns-and-increases-conversion-rates>
Solomon, M, Russell-Bennett, R. and Previte, J, 2019, ‘Consumer Behaviour’, Australian Edition, 4th Ed., Pearson
Teresa, D , Kernan, J , 1992, ‘Reading Advertising: The What and How of Product Meaning’, Journal of Consumer Marketing, Vol. 9 Issue: 3, pp.48-64
Villanueva, K, 2019, ‘HelloFresh boosts digital marketing campaigns, increasing conversion rates with Tableau’, Tableau, viewed 29 April, <https://www.tableau.com/solutions/customer/hellofresh-boosts-digital-marketing-campaigns-and-increases-conversion-rates>
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