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FRESH MEALS FOR A FRESH LIFE

REVERB creative


REVERB creative

At Reverb Creative, we like to be heard. We are loud in what we do and how we say it. The Reverb team breaks through the boring to send a powerful and resonating message to our audience and then listens carefully and closely to the response they bounce back.

Account Executive: Isobel Parish I am a senior advertising student with smalltown-Pennsylvanian roots. I landed on the Kent State campus with dreams of becoming the next hard-hitting woman in journalism. After settling in to college, I realized an advertising degree better matched my investigative yet creative nature. During my time at Kent State, I’ve grown a love and passion for advertising and mass communication. After graduation, I plan to work in account management or account planning.

Media Director: David Jamison I am a senior advertising major and marketing minor from Canton, Ohio. Most of my time is spent working at a local country club, studying, socializing with family and friends, eating and trying new things. After graduation, I plan to gain employment in account management or media planning.

Account Planner: Rachel Miller I am a senior advertising major from Moses Lake, Washington. As I grew up, I was always the girl with too many questions and felt the need to keep asking why. As an aspiring ad strategist, I am inquisitive, passionate, optimistic, and persistent. I like to make the target audience a person, and get to know that person inside and out, the way I would know a good friend. Where some people may see a road block, I see a detour.

Social/Digital Marketing Director: Carly Simi I am a senior at Kent State University with a major in Advertising and a minor in Marketing. I’m originally from Cleveland, Ohio but I would love to move to a different state after graduation. In the future my dream is to run my own cupcake bakery.


Sales Promotion Director: Aranha Russell My hometown is South Euclid; one of the many small suburban areas of Cleveland. I’m a senior at Kent State University and am majoring in Advertising with a minor in Marketing. I originally had plans to become a teacher when I first entered college but quickly changed my mind, because I realized I wanted to pursue a career that I could see myself feeling satisfied being a part of. This is why my goal is to become an Account Manager, because I want to work with everyone to create beautiful work and build relationships with my clients and staff in order to make dreams become a reality.

Associate Creative Director: Zachary Seder I am a senior advertising major from Pittsburgh Pennsylvania. I’ve always been creative, but lacked any artistic ability. After working in my major, I’ve come to realize my creative talents could be exercised through copywriting and art directing. I write my copy many times over before figuring out what sounds best. Writing line after line and then scratching them out as I create something better. Taking any steps necessary to create a solid final outcome is always worth the effort.

Creative Director: Sarah Hall I am a senior graphic designer with a minor in advertising and will graduate this December. I am enjoying working in the corporate wing of a local newspaper company, designing web/print ads, logos, posters etc. Through design, I can give order to information, which is very important. If a customer picks up a poorly-designed piece of art, they will put it down and not read it. I am excited to look for a full-time graphic design job after graduation and am excited about the future.


CONTENTS

02

05 SWOT

RESEARCH

14

32

34

CREATIVE BRIEF

TACTICS

BUDGET

08 MEDIA PLAN

12

INSIGHT

37

13

CAMPAIGN IDEA

GENERAL RECOMMENDATIONS


Buitoni | REVERB creative 02

CREATIVE BRIEF Business problem - great brand, weak category: While Buitoni is a leader in its category, refrigerated pastas are not top-of-mind for our consumers when planning grocery needs. Current consumers do not buy Buitoni frequently and view it as a special occasion item or impulse buy, which is causing a decline in volume and share. Buitoni is also jumbled amongst many other “B-brands” that leads to consumer confusion regarding where Buitoni is positioned and what the brand has to offer. How do we help? Our innovative campaign Buitoni consumers will purchase at least one more time per year. We will transform Buitoni from a speciality, impromptu purchase to an any day easy dinner essential. Buitoni is fresher (and therefore tastes better) than its dried or frozen competition. Consumers who view Buitoni as a go-to meal item that is often kept in stock are likely to purchase several times per year. This will increase top-of-mind awareness and purchase frequency by positioning Buitoni as an essential fresh item to often keep on hand. The “Inspired Healthful” life: Buitoni already has a clearly defined niche target market with immense spending power. Titled ‘inspired healthfuls.’ Our consumers are generally urban two person households of millennials and boomers. Our target is the female shopper in these households. She shops three times a week to make sure her kitchen is stocked with freshest food, but she wouldn’t describe herself as a health nut. Eating healthy is important, but she won’t sweat eating a pizza either. Currently, she purchases Buitoni 2.7 times per year. She will also buy dried pasta every other month because she plans to cook pasta at some point each week. Dinner time isn’t just about eating for her; it’s about conversation and bonding.


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Our target is always on the go. While she has a rough plan for the day, she is open to change. She enjoys books and magazines, working out a few times a week, art, cooking and giving to charity. With so many activities packed into her day, our target carefully chooses what she does based on the value of the experience as well as the value of the outcome. Feeling accomplished and enjoying the results are important to our target. Campaign Idea: The word fresh can not only reflect the quality of food our target is enjoying, but also reflects carefully added spontaneity in her life. We are asking our consumers to embrace a fresh life. Buitoni can provide the base to a safely constructed plan, that can run off course depending on how our target is feeling. Life is fluid: For this campaign, we view life on a spectrum of structure and change. For our target, the spectrum is constantly moving and changing based on her needs and desires for the day. We call this fluidity. Our target has the support of a full and TACTICS active life, but planning every part might not always work. Products and activities that can roll with their somewhat scheduled, somewhat spontaneous lifestyle are likely to catch their eye and make it into their top-of-mind awareness. Buitoni can compliment this fluid lifestyle. How will it work? With our target keeping busy all day, it may not occur to her to plan dinner until right as it approaches. Dry pasta is thought not to take much preparation or planning, while Buitoni has the stigma that it requires planning to make for dinner. We must to let her know that this isn’t the case. Buitoni is fresher, and is just as easy to prepare last minute as dry pasta. By showing Buitoni in other activities she likes to experience, Buitoni will become part of her lifestyle, rather than just a dinner option. Buitoni can match her fresh lifestyle.


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SITUATION ANALYSIS The Situation: With rich Italian roots, Buitoni is a brand committed to excellence. By combining only the finest and freshest ingredients, Buitoni pastas offer home cooked taste without the hassle and time commitment. There are more than 40 different filled and cut pastas, sauces and shredded cheeses to choose. Although Buitoni is the category leader with 70% market share, refrigerated pasta is not top of mind with consumers. They are more familiar with dried and frozen pastas. Currently, our consumer buys Buitoni only for special occasions. We aim to change that mind-set and show how refrigerated pasta is an essential fresh item that can be used any day. The Objective: We must communicate that Buitoni is an essential grocery item. Buitoni’s quality taste and easy preparation can satisfy consumers any day, as long as they have it on hand. We will target existing Buitoni consumers and encourage them to buy at least one more time per year. To reach these consumers, we will use a high frequency media strategy with many different touchpoints. The more often our consumer interacts and forms a connection with the Buitoni brand throughout her day, the more essential it becomes.


Buitoni | REVERB creative 05

SWOT STRENGTHS – category leader – broad distribution – wide variety of filled and cut pasta – complementary sauces, cheeses, etc. – easy involvement, quick prep time – premium product, affordable price

OPPORTUNITIES – create close relationship with retailers – high income consumers – purchased on frequent shopping trips – promotes health and fitness –social media engagement (Pinterest, Facebook)

WEAKNESSES – declining market share – in store location varies – low in store interaction – positioned as “special occasion” product – not purchased year round

THREATS – “B- brand” confusion for consumers (Bertoli, Buitoni, Barilla) – other brands owning “every day Italian” / “authentic Italian” – low top of mind awareness for category as a whole – frozen/dry pasta overshadow refrigerated category


Buitoni | REVERB creative 06

COMPETITOR ANALYSIS

With only four other refrigerated pasta brands competing, Buitoni is a clear leader in distribution and the category overall. Each competitor has a clearly defined brand position. Giovanni Rana relies on its authentic Italian heritage. Pasta Prima offers all natural ingredients at a deeply discounted price. Most private label brands are tightly connected with the retailer where they are sold. Buitoni, however, offers multiple benefits. Buitoni has rich authentic Italian heritage, but also values the excellence in their ingredients and fresh taste.

Private Label

Size of distribution in US

Price

Positive consumer perception

Quality

Innovation

4

3

3

4

3

3

3

1

1

1

2

4

2

4

3

1

3

4

4

3

2

2

2

3

1

key: 1 = low, 4 = high


Buitoni | REVERB creative 07

REFRIGERATED PASTA CATEGORY SHARE

Buitoni currently has 70% share and is a clear leader among popular refrigerated pasta. This share has declined from last year, as competitors have been emerging, each with a unique position, but Buitoni still dominates. Although the most popular brand in its category, Buitoni is still not top-of-mind with our consumers. Outside of the category, bigger competition exists. Refrigerated pasta is not as familiar to consumers as dry or frozen pasta. Dry pasta is easy and viewed as an essential for last minute dinner and well thought out plans. We must convince our target that Buitoni can offer the same benefits as dry pasta


Buitoni | REVERB creative 08

RESEARCH PRIMARY SECONDARY Secret shops: 13 MRI In Depth Interviews: 6 Iconoculture Ethnography: 1 Forrester Path to Purchase KEY FINDINGS Lifestyle – Recent college grad and recent empty nester. Higher education. – Has “typical schedule” for each day, which includes work and tentative meal times, but free time varies – Doesn’t feel like she gets a lot of free time due to work or school, so she fills time with activities she sees most valuable. – Many interests, like exercise, projects, and reading. Values both the experience and the reward in the activity. —Enjoys giving to charities, but is less likely to volunteer at one.

Shopping – List shopper, but will stray from the plan buy purchasing a few impulse items. – Doesn’t try new foods without recommendation from friends, family, or unless sampling. – Mind is usually elsewhere during the shopping trip, thinking about other things they have to do. The shopping list guides her, but eye catching products will make it in her cart. – Shops several times per week. One large “stock up” each weekend. Stops by the grocery store after work to pick up dinner items. – Checks the calories on foods before she decides to buy it. – Skims the deli section, but those items aren’t items that are typically on her list.

“I wouldn’t have thought to find Buitoni in the egg and cheese area. It wasn’t made to go there.” – Boomer, Safeway shopper


Buitoni | REVERB creative 09

“I know where [Buitoni] is, but it wasn’t an obvious location.” – Boomer, Giant Eagle shopper

“[Buitoni] is an easy, great way to prepare a meal for friends.” – Millennial, Giant Eagle shopper

Cooking – Prepares pasta at least once per week. – Pasta is a main dish served with variety of complimentary items, not a side dish – Doesn’t usually plan ahead for dinner, giving her less time to “fresh plan” for that meal if she is going to cook that night. – Half-follows recipes. Uses Pinterest to find recipes, but will add her own touch to those recipes by adding other ingredients or different amounts of the listed ingredients. – East dinner with the person she lives with every night. Values spending time with that person and bonding over the meal. More than just a meal time. – Avoids leftovers

Buitoni – Buitoni seen as a specialty product, not often a planned part of her shopping trip. Instead called a “treat” used for anniversary dinners or for game night when she will have friends over. – Millennial tends to buy Buitoni because it was something that her mother made growing up. – Feels as if she must use refrigerated pasta within a few days of buying it.


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AUDIENCE PERSONAS Buitoni’s target audience is the primary female shopper in two person households. This product draws an audience from a wide range of ages but with a specific list of wants and needs.

Millennial: Ashley, 23 Ashley is a web designer in Boston. She has a passion for the fast paced atmosphere and ever changing tasks that are her career. Ashley keeps her trusty note pad with her where ever she goes because she never knows when inspiration will strike for the current task at work. She can’t wait to start hosting dinner parties with friends, but first, she and her fiancé, Brooks, need to finish their weekend DIY projects in effort to make their apartment a home. Ashley often goes on long runs with her Jack Russell, Molly, to clear her mind. She, also, likes to read and volunteer at the local food bank. On an average evening, Ashley prefers the dinner she makes to be simple and delicious, so she buys Buitoni. That way she can spend more time with Brooks, friends, or on her next activity for the day. Her favorite Buitoni pasta is the spinach and ricotta tortelloni. Ashley makes her own sauce with a recipe she got on Pinterest for jarred marinara, dried oregano, fresh minced garlic, and diced tomatoes.


Buitoni | REVERB creative 11

Boomer: Emily, 47 Emily is a nurse from Boulder, Colorado. As a nurse, she works 12-hour shifts five days a week and highly values the free time she has. On Tuesdays and Wednesdays, Emily and her co-worker, Cheryl, go to pilates class together. On her days off, she enjoys activities like reading Glamour magazine, planting, tending to, and harvesting her garden, and snow skiing at Eldora Mountain with her husband, Steve. She looks forward to the weekends that her two children surprise her by coming home from college to visit, or maybe just to get their laundry done. Both she and Steve take turns making dinner during the week. On her nights, sometimes she is too exhausted to make the chicken marsala she had thought about that morning, so she chooses to make Buitoni instead. Her favorite Buitoni pasta is the shrimp scampi ravioli, which she tops with sautĂŠed shrimp in a cream sauce.


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INSIGHT Life is FLUID. We strive to find a balance between a successfully PLANNED outcome while creatively benefitting from a variety of carefully added SPONTANEITY in the experience.


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CAMPAIGN IDEA

We understand how busy our target audience is, but we also understand how she values the things that make up her busy schedule. By offering a product that contributes to their dinner experience as well as their overall life experience, Buitoni can become an essential food item that serves as the beginning of an enjoyable cooking experience and rewarding meal. For our target, it is time to freshen up.

FRESH MEALS FOR A FRESH LIFE


Buitoni | REVERB creative 14

TACTICS Print

Our audience is a list-maker. But, we’ve changed the traditional shopping list into a ‘what-do-I-want-out-of’ list. Instead of a typical listing of food, this list describes the qualities our consumer looks for in her dinner experience. Each of these qualities can be found with Buitoni. By placing ads in magazines that reflect fresh elements she can add to her day, our target is reminded of the many ways Buitoni can be the beginning of something fresh and exciting. These ads will run in Better Home and Garden, Food and Wine, Food Network, Cosmopolitan, Vanity Fair, Women’s Health and Travel and Leisure to capture her variety of interests.

Freshen Up That Food. The fresh ingredients that will enhance your dish. Look on the Bright Side. Adding these bright colors make any meal look more appealing. Create a Masterpiece. Plating techniques straight from the restaurants. Experience your Food. Kitchen know-how to make you feel like a 5-star chef. Raising the Quality. Why using quality ingredients is important for your meals. Healthy and Tasty. How to combine health and great flavor for the best eating experience. EVERYTHING YOU’RE LOOKING FOR ALL IN ONE PACKAGE.


Buitoni | REVERB creative 15

Copy (on both ads) Freshen Up That Food. The fresh ingredients that will enhance your dish. Look on the Bright Side. Adding these bright colors make any meal look more appealing. Create a Masterpiece. Plating techniques straight from the restaurants. Experience your Food. Kitchen know-how to make you feel like a 5-star chef. Raising the Quality. Why using quality ingredients is important for your meals. Healthy and Tasty. How to combine health and great flavor for the best eating experience. EVERYTHING YOU’RE LOOKING FOR ALL IN ONE PACKAGE.

FRESH HEALTHY QUALITY

1

DELICIOUS EXCITING BRIGHT

Freshen Up That Food. The fresh ingredients that will enhance your dish. Look on the Bright Side. Adding these bright colors make any meal look more appealing. Create a Masterpiece. Plating techniques straight from the restaurants. Experience your Food. Kitchen know-how to make you feel like a 5-star chef. Raising the Quality. Why using quality ingredients is important for your meals. Healthy and Tasty. How to combine health and great flavor for the best eating experience. EVERYTHING YOU’RE LOOKING FOR ALL IN ONE PACKAGE.


Buitoni | REVERB creative 16

TACTICS Outdoor

bus shelter

Our target lives in major urban areas reliant on public transportation. By placing outdoor ads, we will remind her of Buitoni during her commute to work or during her journey to the grocery store. The more often she sees the opportunities Buitoni can provide before shopping, the more she sees our product as an essential item on her grocery list. These advertisements will appear in 10 major cities where Buitoni is distributed.

inside bus/subway

FRESH MEALS for a FRESH LIFE

bus shelter

making dinner MORE THAN just a meal


Buitoni | REVERB creative 17

billboard

FRESH MEALS for a FRESH LIFE


Buitoni | REVERB creative 18

TACTICS Digital

The Buitoni consumer is tech-savvy and uses the internet daily. By placing banner ads on Hotmail.com, Aol.com, Yahoo.com, Travelosity.com, TripAdvisor.com, YouTube and Hulu, she will be reminded to ask herself “What’s for dinner?” The answer: Buitoni. These online ads will also appear on Web MD and Weather.com mobile applications to keep Buitoni top-of-mind not only while our consumer is at home on the computer but also while she is on the go using her smartphone. We recommended these websites because they match our target’s lifestyle. She enjoys traveling, cooking and her health. By placing ads on YouTube and Hulu she is reminded of her dinner plans while she watches a funny video from a friend or last nights episode of her favorite TV show she missed.

rectangle ad

making dinner MORE THAN just a meal


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box ad

FRESH MEALS for a FRESH LIFE

leaderboard

Loving What You Make Especially While You’re Making It


Buitoni | REVERB creative 20

TACTICS

Mobile Application Our tech-savvy target is always on the go. By providing an app, she can plan her meals while also finding new ideas to freshen up her dinner routine. My Buitoni Cookbook is a free mobile application available on most smartphone and tablets for both iPhone and Android systems. With this app, our target can search other user’s recipes and add them. She can also search for recipes by specific Buitoni pastas or sauces. If she has Buitoni on hand, she can search recipes that use the pasta she has ready in the fridge. Our consumers can create her own virtual cookbook where they can save personalized recipes. If the cookbook is open, other users can view and save her recipes to their cookbooks. Users can also to connect with Facebook and Pinterest to share recipes with friends.

My Cookbook Username Password Log In


Buitoni | REVERB creative 21

Emily’s Cookbook

Emily’s Cookbook

Emily’s Cookbook Search Favorites Featured This Week Ravioli Tortellini

Chicken Marsala Ravioli

Chicken Marsala Ravioli

Buitoni Chicken Marsala Ravioli with Mushroom Marsala Cream Sauce

Ingredients Alfredo Linguine with Mushrooms

Lobster Ravioli With Saffron

Alfredo Chicken Linguine

Ravioli with Black Bean Salsa

2 cups Half and Half 1-1/2 cups Marsala wine 1/4 cup diced onion 3 cups mushrooms, cleaned and quartered 1 teaspoon Olive Oil 1/2 teaspoon Salt 1 package (2 serving size) Buitoni Chicken Marsala Ravioli 1 teaspoon fresh chives, chopped

Directions

Riserva

Cut Pasta Red Sauce Pesto Sauce Alfredo Linguine with Mushrooms

Creamy Sauce

Alfredo Chicken Linguine

My Recipe Box Settings

Lobster Ravioli With Saffron

Ravioli with Black Bean Salsa


Buitoni | REVERB creative 22

TACTICS Social Media Facebook

Emily Emily

Look on the Bright Side. Adding these bright colors make any meal look more appealing.

Through research, we found that our consumer is most active on Facebook. Although she isn’t creating much of her own content, she is checking and reading through her news feed often. Currently BuitoniUSA has more than 220,000 likes, but has plenty of opportunity to grow as consumers become more familiar with fresh pasta as an any day essential item. By purchasing sponsored content, Buitoni will appear as sponsored content while scrolling through the news feed. We can specifically choose which types of profiles these ads will appear in so we are only reaching people in our target. We will also place advertisements along the side of our target’s Facebook page to catch her eye. With a full and active life, our target is always moving from one activity to the next. Through mouth standout images of tasty dishes and tips to freshen her dinner experience, Buitoni will be on her mind before even entering the grocery store. These fresh life tips are also featured on print ads and on Buitoni’s Pinterest.

Buitoni Pasta buitoni.com

Loving what you make, especially while you make it.


Buitoni | REVERB creative 23

Pinterest Board Buitoni’s current Pinterest page will be freshened up with a brand new board to reflect our Fresh Life campaign. This board will feature new and fresh ideas for dinner as well as many other elements. Here, she will find inspiration for a fresh life through exercise tips, wine recommendations, travel destinations, spa treatments and more. Our target is most active on Pinterest of all her social media usage. She tends to pin recipes, crafts, and activities to try. Our Fresh Life board gives her a place to find a variety of activities she can choose and plan into her active lifestyle.

Fresh Life


Buitoni | REVERB creative 24

TACTICS Social Media Pin it to Win it To show additional ways that Buitoni can bring freshness to both the meal and the meal experience, we developed a “Pin it to Win It” contest. Each month (April through October) two Buitoni recipes are featured. Our target can prepare one or both recipes and repin, like, and comment her favorite on Pinterest. She can also share this contest with her friends on Facebook.

PIN IT TO WIN IT! APRIL

VS.

At the end of each month, 50 lucky winners will receive $100(in the form of a Visa Gift Card) to freshen up their lives. For inspiration on ways to add freshness, we have created a “Fresh Life” board on Pinterest. $35,000 of our budget was allocated for prizes. Our consumer does not generate much of her own content on social media. With this contest, she can clan one meal for the month using Buitoni and receive a reward for sharing her experience.

50 MONTHLY WINNERS RANDOMLY PICKED WILL RECEIVE A $100 VISA CARD TO USE TOWARD YOUR FRESH LIFE. All you need to do is try both Buitoni recipes and REPIN, LIKE and COMMENT on your favorite.

BUITONI PIN IT TO WIN IT


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landing page

PIN IT TO WIN IT!

VS. CLICK FOR APRIL RECIPES


Buitoni | REVERB creative 26

TACTICS In Store

Floor Stickers At the grocery store, our target is shopping fluidly. She plans a list, but eye catching products will sneak their way into the cart. As a perimeter shopper, our consumer will scan the deli, bakery, for certain essential fresh items she purchases multiple times per week. These floor stickers will provide a tempting dinner option and be placed in areas she will already be shopping. At these carefully selected areas are items that can be part of her next Buitoni creation. A cluster of five stickers will be placed on the floor near the produce, bakery, dairy, wine, spices/oils. There will be 30 stickers placed in 306 Kroger, Safeway and Albertson’s stores across our ten target cities. These raviolis and tortellinis will tempt our shopper to seek out the Buitoni section for her dinner items this week.


Buitoni | REVERB creative 27

Four Cheese Ravioli with Roasted Cherry Tomatoes

Ingredients

Sampling As much as well tell our consumer about Buitoni’s fresh quality taste, trying the pasta in store is a great motivator for purchase. Our consumer is open to trying new recipes and open to change up her dinner plans if she finds something worth the taste and easy to prepare. At 8 sampling events in 200 stores, two different recipes will be offered that match the current featured recipes on the Pin-it-to-win-it contest. In addition to samples, we will provide magnetic cards with each sample recipe for her to keep. Sampling will occur once a month with the kick off of Buitoni’s Pin it to Win it contest. The recipe cards include the Pinterest logo to remind our consumer to seek out Buitoni’s fresh life board.

1 pound cherry tomatoes 1/4 cup olive oil 3 tablespoons minced garlic 1 tablespoon balsamic vinegar 3/4 teaspoon salt 1/2 teaspoon red pepper flakes 1/2 teaspoon ground black pepper 1/4 cup chiffonade fresh basil leaves 2 tablespoons chopped fresh parsley leaves 1 teaspoon minced fresh oregano leaves 9 ounce Buitoni Four Cheese Ravioli 2 quarts water 1 tablespoon olive oil

Directions

Position rack in center of oven and preheat to 350 degrees F. In a large, glass baking dish, toss the tomatoes with the oil, garlic, vinegar, salt, red pepper flakes, and pepper. Roast until the tomatoes are tender, stirring occasionally, 30 to 35 mins. Remove from the oven and add the basil, parsley, and oregano. Bring a large pot of water with the olive oil to a boil and cook the four cheese ravioli until al dente. Drain and return to pot. Add the tomatoes and pan juices and cook over low heat until hot, 1 to 2 minutes. Remove from the heat and transfer to serving bowl. Sprinkle with shredded Parmesan cheese.

Spinach Cheese Tortellini Tomato Soup

Ingredients

14 ounce can reduced-sodium chicken broth 9 ounce Buitoni Spinach Cheese Tortellini 4 ounce chive and onion cream cheese spread 11 ounce condensed tomato soup 1/8 cup chopped fresh chives (optional)

Directions

In a medium saucepan bring broth to boiling. Add spinach cheese tortellini and reduce heat. Simmer uncovered for 5 minutes. In a bowl whisk, 1 cup of the hot broth into the cream cheese spread until smooth. Return all to saucepan along with tomato soup. Heat through. Sprinkle with chives before serving your fresh meal.


Buitoni | REVERB creative 28

TACTICS In Store

Cart Advertisements In our high frequency campaign, we want to remind our target as many times as possible before she purchases her groceries. Advertisements placed in the handles of shopping carts are with her the entire time she is in the store offering a simple reminder to choose “fresh meals for a fresh life.” On average, there are 80-90 carts in a grocery store. We will place Buitoni advertisements on 40 of these carts in the 306 Kroger, Safeway and Albertson’s locations across our ten target cities.

FR

ES FR H M ES EA H LS LI fo FE r

a


Buitoni | REVERB creative 29

Shelf Talkers Paired with the floor stickers, shelf talkers will be set in locations that compliment Buitoni. These 4 ½ inch x 4 ¼ inch cards will protrude from the shelf and again urge our consumer to go to the Buitoni location. These advertisements will be placed in the produce, bakery, dairy, wine, spices/oils sections of all 306 store locations across our target cities. Three different sets of shelf talkers will be placed from January to February, May to June and September to October to keep Buitoni on our consumer’s mind any time of the year rather than just for special occasions.

r e s o l c p e t s e n O to a AL E M FRESH


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PRIMARY MARKETS

- New York City, NY - Boston, MA - Los Angeles, CA - San Francisco, CA - Philadelphia, PA - Washington, D.C - Chicago, IL - Denver, CO - Seattle, WA - Minneapolis, MN

We chose to target 10 specific cities where Buitoni is currently distributed to focus the campaign near the Inspired Healthful audience. These cities were selected based on population and Buitoni’s previous sales. Within these 10 cities, we chose the top three grocery chains nationwide (Kroger, Safeway and Albertsons) totaling 306 stores.


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MEDIA METRICS MAGAZINES

DIGITAL

(audience) Better Home & Garden 7,600,000 Food & Wine 925,000 Food Network 1,500,000 Travel & Leisure 971,922 Vanity Fair 1,193,267 Women’s Health 1,500,000 Cosmopolitan 3,000,000

At MINIMUM, will reach over 600,000 people through Facebook

BANNER ADS

(audience)

BILLBOARDS

Hotmail.com 2,900,000 AOL.com 2,900,000 Yahoo.com 2,900,000 Travelocity.com 450,000 Tripadvisor.com 450,000 Youtube.com 360,000 Hulu.com 450,000 Web MD Mobile App 207,000 Weather.com Mobile App 120,000

OVER 90 BILLBOARDS placed in TOP 10 Cities

TOTAL POSSIBLE IMPRESSIONS: 10,737,000

TOTAL POSSIBLE MAGAZINE REACH: 16,690,189

TRANSIT 174 Bus Stop/Shelter Ads placed 250 Bus Interior Ads placed 525 Subway Interior Ads placed

newspaper online magazines

IN-STORE SAMPLING 640,000 servings / 640,000 magnets to hand out 6,000 shelf-talkers place in top stores 18,000 floor stickers placed in top stores

radio television

MEDIA TRUSTED BY BUITONI CONSUMERS (based on MRI research)


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BUDGET BREAKDOWN PRINT

64 full-page advertisements

$1,634,558.92 75 1/2 page advertisements $3,138,534.00 ______________ $4,773,092.00

OUTDOOR & TRANSIT

91 billboards $1,691,000.00 174 bus shelter ads $618,000.00 255 bus interior ads $20,200.00 525 subway interior ads $71,250.00 _____________ $2,400,450.00

DIGTIAL

My Buitoni Cookbook App $140,000.00 other mobile application ads $3,183.00 Search Engine Marketing - 5 key words Google $800,000.00 Yahoo $800,000.00 online banner ads - 7 websites $624,000.00 ____________ $2,367,183.00


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SOCIAL

Facebook Advertising (per click, lifetime budget) $600,000.00 Pin it to Win it Prizes 350 Gift cards ($150 each) $35,000.00 ____________ $635,000.00

IN STORE

5,508 shelf talkers $2,700.00 9180 floor stickers $360,000.00 12,240 cart ads $72,000.00 1600 sampling events (8 days, 200 stores) Labor ($400/day) $640,000.00 Product (40% retail cost) $44,800.00 Magnetic Recipe Cards $499,200.00 _____________ $1,618,700

TOTAL SPENDING: $11,794,426.88 print outdoor digital social in store


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MEDIA PLAN January 5 12 19 26

FY  2014  -­‐  Sunday  start  dates #  of @ Ads

Cost/ Ad

February 2 9 16 23 2

March 9 16 23 30

First  Quarter

6

008000 008000

April 13 20 27

4

May 11 18 25

1

8

June July August September 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5

Second  Quarter

Print

October 12 19 26

Third  Quarter

2

November December Total 9 16 23 30 7 14 21 28 Weeks

Budget

Fourth  Quarter

Magazines Full  Page  Color  8  1/8  "  x  10  3/4"          Be$er  Home  &  Garden          Food  &  Wine        Food  Network        Travel  &  Liesure        Vanity  Fair        Womens  Health Half  Page  Color        Be$er  Home  &  Garden          CosmpoliMan          Food  &  Wine        Food  Network        Travel  &  Liesure        Vanity  Fair        Womens  Health

12 12 12 12 12 4 3 12 12 12 12 12 12

$3,450.25 $15,883

1 1 1 1 1 1

1 1 1 1 1

$48,952.50

1 1 1 1 1 1

1 1 1 1 1 1

$25,000.00

3

$12,925.00 $21,310.00 $20,531.66 $186,490.00

1 1 1 1 1 1 1 1 1 1 1 1 1

$360,350.00

$48,788.75 $10,600.00

$8,402.00 $12,785.83 $41,928.00

1 1 1 1 1

1 1 1 1 1

1 1 1 1 1

1 1 1 1 1

1 1 1 1 1

1 1 1 1 1

1 1 1 1 1

1 1 1 1 1 1

1 1 1 1 1 1

1 1 1 1 1 1

1 1 1 1 1 1

1 1 1 1 1 1

1 1 1 1 1 1

1 1 1 1 1 1

1 1 1 1 1 1

1 1 1 1 1 1

52 52 52 52 52 18

$41,403.00 $189,996.00 $155,100.00 $255,720.00 $246,379.92 $745,960.00

1 1 1 1 1 1 1

1 1 1 1 1 1 1

14 52 52 52 52 52 52

1,081,050.00 585,465.00 $127,200.00 $100,824.00 $153,429.96 $503,136.00 $587,430.00

3

16 16 16 16

$475,000.00 $352,000.00 $240,000.00 $624,000.00

8 6 6

$168,000.00 $144,000.00 $126,000.00 $180,000.00

Outdoor Billboards Large-­‐  48'w  x  14'  h  (4-­‐week  period)            New  York            Boston            Los  Angeles            Other  major  ciMes  

19 16 12 44

3 4 3 11

$22,000.00 $20,000.00

Varies

3 4 3 11

4 4 3 11

3 4 3 11

Transit Bus  stop/shelter  Ads  (4-­‐week  period  Large-­‐  47.5"w  x  68.5"h

           New  York            Boston            Washington  D.C.            Other  major  ciMes

42 36 36 60

$4,000.00 $4,000.00 $3,500.00 Varies

Bus  Interior  Ads-­‐  Ad  with  take-­‐one  pad  -­‐  28"w  x  11"  h            New  York 70 $90.00            Boston            Washington  D.C.            Other  major  ciMes

50 60 75

$80.00 $80.00 Varies

Subway  Interior  Ads-­‐  Interior  Ceiling  Ad  -­‐  Size  Varies            New  York 125 $250.00            Boston            Washington  D.C.            Other  major  ciMes

100 100 200

$100.00 $100.00 Varies

10

6

6

6

6

6 6 10

6 6 10

6 6 10

6 6 10

6 6 10

10

24 24 24 24

20 10 10 25

10 10 10

10 10 10

10 10 25

10 10 10 25

24 20 24 12

$6,300.00 $4,000.00 $4,800.00 $5,100.00

25 20 20 40

25 20 20 40

20 20 20 20

$31,250.00 $10,000.00 $10,000.00 $20,000.00

10

10 10

25 20 20 40

25 20 20 40

25 20 20 40


Buitoni | REVERB creative 35

008000 008000

January February March April May June July August September October 5 12 19 26 2 9 16 23 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 6 13 20 27 3 10 17 24 31 7 14 21 28 5 12 19 26

FY  2014  -­‐  Sunday  start  dates #  of @ Ads

Cost/ Ad

First  Quarter

Second  Quarter

Digital    

Third  Quarter

November December Total 2 9 16 23 30 7 14 21 28 Weeks

Budget

Fourth  Quarter

Web  MD  App  -­‐  Banner  Ad  320w  x  50h ####

$9.00  CPM

25,000

25,000

25,000

20,000

3,000

3,000

3,000

3,000

25,000

25,000

25,000

25,000

52

$1,863.00

Weather.com  App  -­‐  Banner  Ad  320w  x  50h ####

$11.00  CPM

10,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

10,000

52

$1,320.00

Banner  Ads  728w  x  90h  Leaderboard

         Hotmail.com

2,900,000

$50.00CPM

250,000

300,000

300,000

300,000

300,000

300,000

300,000

300,000

300,000

250,000

43

$145,000.00

         Aol.com

2,900,000

$50.00CPM

250,000

300,000

300,000

300,000

300,000

300,000

300,000

300,000

300,000

250,000

43

$145,000.00

         Yahoo.com

2,900,000

$50.00CPM

250,000

300,000

300,000

300,000

300,000

300,000

300,000

300,000

300,000

250,000

43

$145,000.00

         Travelocity.com

450,000

$35.00CPM  

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

38

$15,750.00

         Tripadvisor.com

450,000

$35.00CPM

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

38

$15,750.00

         Youtube.com

360000

$40.00CPM

300,000

300,000

300,000

300,000

300,000

300,000

300,000

300,000

300,000

52

$144,000.00

           Hulu.com

450,000

$30.00CPM

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

50,000

38

$13,500.00

Fluxuates

$800,000.00

Fluxuates

$800,000.00

52

$600,000.00

35

$35,000.00

28

$2,700.00

14

$360,000.00

41

$72,000.00

8

$1,184,000.00

300,000

300,000

300,000

Search  Engine  Marke2ng          Google  -­‐  Top  [5]  Keywords

Budget

         Yahoo  -­‐  Top  [5]  Keywords

Budget

FRESH        

ITALIAN FRESH

Social  Media

PASTA

RECIPE

DINNER

ITALIAN

PASTA

DINNER

RECIPE

Facebook    Life8me  Budget/Sponsored  Content

Pinterest    PIN  IT  2  WIN  IT  Campaign

Fluxuates

Communicate  PIN  IT  2  WIN  IT

$14,000  Prizes

In-­‐store  Promo2ons Shelf-­‐talkers  -­‐  [$900.00  per  2,000]

$900.00  per

     Shelf  Talkers  -­‐  4"w  x  4"h  -­‐  6  per  store6,000

 SET  of  2k

Set  1

Set  1

Set  2

Set  2

Set  3

Set  3

Set  3

Floor  S2ckers  -­‐  [$10,000  per  500] ####

     Floor  SZckers  -­‐  24"w  x  24"h  

 6,000  ads/200  stores

6,000  ads/200  stores

 6,000  ads  /200  stores

On-­‐cart  Ads  [$5.00  per  1,000] 40  ads/200  stores 40  ads/200  stores40  ads/200  stores 40  ads/200  stores 40  ads/200  stores 40  ads/200  stores 40  ads/200  stores40  ads/200  stores

     On  Cart  -­‐  16"w  x  2"h  -­‐  40  per  store

Sampling  

640,000/

$740.00

$28food+$312magnets/$400labor servings

per  store

200

200

200

200

200

200

200

200

40  ads/200  stores

$11,794,426.88


Buitoni |REVERB creative 36

MEDIA RATIONALE

To best increase top-of-mind awareness among existing target consumers (leading to increased purchase frequency) we believe in a high frequency, high touch point media strategy. We recommend a variety of media used steadily throughout an entire year. PRINT Our target audience has a broad age range from 35-47. Although she is tech savvy, she also will opt for more traditional media. Magazines are targeted to consumers with specific interests that compliment the benefits Buitoni offers. Our fresh life campaign will appear in several different types of magazines to show its versatility and fit into our target’s lifestyle. OUTDOOR In large urban areas, our target is bombarded with different messages throughout the day. Outdoor ads stand out among other smaller media and demand attention. DIGITAL With a tech savvy consumer, online presence is an essential area to reach her. We recommend websites that reflect both her food interests as well as complimentary activities such as travel and health and fitness. SOCIAL Although our target does not actively create her own content with her social media accounts, she is carefully reading and reacting in the background. She looks for inspiration and takes in what other provide for her to incorporate into her own life. By using the two major social platforms (Facebook and Pinterest) she is most often on, we can target as many existing Buitoni customers as possible without wasting impressions on consumers outside of our audience. INSTORE Possibly the most effective method to influence purchase decision, our in store media placement uses several types of media at varying times throughout the year. At least one type of media will be featured in store at all times throughout the year. Sampling is a huge opportunity for our target to interact with the product and become more familiar with a fresh life.


Buitoni | REVERB creative 37

GENERAL RECOMMENDATIONS MAGAZINES, NOT NEWSPAPERS Our target showed a high index in newspaper and magazine readership. We recommend using magazines rather than newspapers. Magazines are printed less often, so will be reminded of Buitoni when she picks up her magazine to finish where she left off. Magazines also allow us to show freshness through delicious depictions and bright colors she can use to freshen up her meal. SPREAD SOCIAL MEDIA THROUGH PINTEREST Social media is a huge part of the millennial lifestyle, but boomers are also prominent online. By using Pinterest as a spring board to her other social media profiles such as Facebook, she is shown the same consistent message across multiple outlets. HEAVY INSTORE PRESENCE Shopping experience is equally important to our target as the items in her cart. By providing pieces of the entire benefit Buitoni can provide her, she is thinking of Buitoni at several points in her She can seek out the Buitoni section, find a sample, and select the beginning of a new fresh creation without having to worry about her plan altering significantly. ANY DAY VS. EVERY DAY All media tactics and creative strategy will position Buitoni as an any day item. She does not eat pasta every day, but has Buitoni on hand for an easy meal with great reward and an experience she can make her own.



Buitoni Campaign