Afternoon tea is the 'quintessential british moment' that has been chosen to focus the Greenall's creative around. To ensure a full understanding of the occasion, background research has been completed.
http://www.historic-uk.com/CultureUK/afternoon-tea/
- The concept of afternoon tea didn't appear till the mid 19th century
- It was introduced in England by Anna in 1840
- It all stemmed from the Dutchess becoming hungry around 4pm. She would ask for a tray of tea, bread and butter and cake to be brought to her in the late afternoon. This habit then led to her inviting her friends to join
- During the 1880's upper-class and society women would change into long gowns, gloves and hats for their afternoon tea - typically served between the hours of 4 and 5
- The traditional afternoon tea consists of dainty sandwiches, scones with clotted cream and jam
Overall this feedback demonstrates that this event is aimed at a female target audience. This further relates to the audience of Gin drinkers as the majority is female. As the target audience is mixed there still needs to be a consideration for the male audience. This may be through a more gender neutral element to the creative or by using Cancer Research rather than focusing on Breast Cancer Research.
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