LO1 Campaign Analysis Sainsbury's

 Ad Campaign date: March 2022

The target audience for the Sainsbury's 'Cake or not cake?' campaign is mass because the advert works in synergy with The Great British Bake Off which is on a mainstream channel, being on Channel Four and available to catch-up/stream on All 4. It appeals to a mass family audience because the adverts are on at prime-time and thus are seen as acceptable for everyone. You could also argue that it target a mass/family audience due to the fact that Stephen Fry voices over the advert and he has hosted QI appeared on Blackadder but also voiced over the Harry Potter audio books and each of the three media products listed appeal to different target demographics.  However it is also targeting a niche as it specifically appeals to people interested in cooking and baking therefore a hobby/interest. The ad campaign is trying to appeal to a mass audience by creating fun and interactive advertisements that would get families watching guessing whether it was cake or not creating word of mouth for the adverts. The adverts wouldn't just target people watching but also target friends of the people that watched it through interactions like "Last night did you think it was cake or not?" Therefore it would also allow the advert to reach an even bigger mass audience. The advert uses a premise that the audience will be familiar with as in The Great British Bake Off and other baking programs such as Is It Cake?  There are surrealist cakes which are meant to look like something else or to let the audience guess 

whether it is is cake or not i.e., Entertainment. By showing a diverse range of Sainsbury products in the ad campaign they're showing the audience that they have a wide range of produce available in their stores which they will remember from the adverts. The ad also uses the house-style colours of the supermarket with a white background and bright orange font the same as the stores logo. They also use a grey scale filter on the knife and arm that comes in to slice the cake or not cake this is not only a format they have used in other ad campaigns connoting continuity between them but it also adds emphasis on the middle of the screen and the bright product.