Royal Castle

Jingle & TV
Commercial
(30 secs)

Azam A. Mohammed
00022056
BA Graphic Design
Main Points (from brief)

 Single and coupled working men and women

 Ages 25 to 40
 Looking for a quick (i.e without hassle), convenient, tasty meal option
 It’s considered the HEALTHIER OPTION
Challenge

 GET THEM TO CHOOSE ROYAL CASTLE INSTEAD OF KFC, CHURCHES &

OTHERS.
 GET THEM TO REALISE THAT ROYAL CASTLE IS THE HEALTHIER OPTION
Solution & Rationale

 The copywriter (i.e ‘I’) decided to try Royal Castle at the Curepe Branch on a Friday after work
 The chicken was not overly salty like the other competitors  HEALTHIER OPTION
 The chive, chadon beni etc. can be tasted  HEALTHIER OPTION
 No feelings of sluggishness after consumption
 Customer service was QUICK and friendly  NO HASTLE
Solution & Rationale (cont’d)

 The idea of Royal Castle being the healthier was used as the concept for the jingle and TV ad
 The jingle is sung to the tune of Sesame Street character, Cookie Monster’s 80’s song: ‘Healthy
food taste so good…’
Jingle
Royal Castle…
The healthier option.
Buy it now….
Without hassle…
Take no substitution.
It’s not salty,
It’s just savoury.
Local fresh seasoning,
with tasty fry chicken.

Royal Castle
The healthier option…
Buy it now!
Characters (Anthropomorphic chicken Legs in a gym)

Daria

Royal
Kenny
TV Script (Animation)
<DOOR SWING SFX>
<GYM DOOR OPENS. CAMERA PANS FROM THE FEET TO THE HEAD OF ROYAL (WEARING A YELLOW TANK TOP, RED SHORTS AND A CROWN
[5 secs])>

<WOLF WISTLE SFX [2 secs] >

< CAMERA CUTS TO DARIA(IN GREEN GYM CLOTHES) SPEAKING TO ROYAL> Wow Royal! You look so beefy! How do you keep in shape [4
secs]?
<CAMERA CUTS TO KENNY (LIFTING TWO FIVE POUNDS DUMBBELLS. HE IS WEARING A RED TRACK SUIT AND IS OUT OF BREATH)
[2 secs] >
<CUT BACK TO ROYAL TALKING TO DARIA> Well…I does stick to freshly grown Caribbean seasoning grown by local farmers, I watch my salt
intake and I cut down on my oil consumption as well [10 secs].
<CAMERA CUTS TO ROYAL FLEXING HIS MUSCLES [2 secs]>
<CAMERA CUTS TO DARIA> Mmmmm…You look so tasty! [2 secs]
<CUTS TO ROYAL> Thanks…I know I am. [2 secs]
[Voice: Royal Castle! The healthier option] [3 secs]

***END***
Thank
You