SN AC KS
C L A S SI C
ERI CA M N A
KELLY FISHBACK SARAH DUCHANO
SITUATION ANALYSIS the history of wise Wise Potato Chip Company was founded in 1921 by Earl Wise, Sr. in Berwick, Pennsylvania. As the owner of Wise Delicatessen, Mr. Wise began making potato chips as a way to make use of the excess potatoes. He began displaying his chips in glass cases and would scoop them into brown paper bags for his customers. He then began distributing the chips in plastic bags that displayed Wiseâ€™s trade character, Peppy the Owl, on them to preserve the freshness. They were an immediate hit with customers and soon turned into a regional success. Four years after making his first potato chip, Mr. Wise decided to open his first production plant in Berwick that continued to grow for the next two decades until it burned down in 1944. Production came to a halt for the next eight months during construction of a new state-of-the-art building. In the 1950s, the demand for Wise chips was increasing exponentially. To accommodate this demand, Wise started introducing new snacks, including Cheez Doodles, and subsequently changed its name from Wise Potato Chip Company to Wise Foods, Inc. in 1969. Today, Wise Foods offers a variety of snacks other than potato chips, including popcorn, corn chips, tortilla chips, onion rings, dips and salsas.
• Family brand
• Expansion into new
• Real potato flavor
• Appealing and informative
• Potential for healthier
website with updated blog
product lines that reflect
• Shape of chips resemble
current health trends
• More interactive with fans
• All-natural chips
• More engaging social media
• Only sold on the east coast
• Saturated market
• Dated packaging
• Strong brand loyalty for
• Lack of advertising • Lack of brand consistency
competing brands • Other brands that appeal
across social media and
to a larger audience (both
adolescents and adults)
INDUSTRY INFORMATION Potato chips are Americaâ€™s number one snack. In 2012, they brought in $1.36 billion in sales, with Frito Lay brands among the top sellers. Research shows that consumersâ€™ potato chip preferences vary from region to region. For instance, big, hearty chips sell well in New England; southwestern states enjoy bold and spicy flavors; and southerners love barbeque flavor. There has also been an increasing demand for natural chips within the past few years, and more and more potato chip companies are catering to this demand. But even with the health and wellness trend continuing and chip companies introducing chips made with whole grains, vegetables and healthier oils, research shows that consumers are still buying potato chips in large numbers. They satisfy their snack cravings at least two times a day, which has increased over the last ten years. Practicing corporate responsibility has become a large trend among several industries across the United States. Companies within the potato chip industry have become more conscious of the way their operations affect the environment and have reconstructed their facilities so that they are more sustainable. For example, Wise recycles all of its obsolete packaging into park benches as well as all edible manufacturing scrap into animal feed or Bio-Diesel.
CAMPAIGN OBJECTIVE By initiating this campaign, we hope to increase Wise potato chip sales by 9% and increase brand awareness by 85%.
utz STRENGTHS - Low sodium - Offer “No Salt Added” regular potato chips - Cooked in 100% pure cottonseed oil
WEAKNESSES - Childish, outdated website - Only available in eastern and south eastern states - Not present on social media - Old-fashioned packaging
Lay’s STRENGTHS - Strong brand recognition - Loyal customer base - Boasts 3-ingredient recipe - Sleek, informative website - Widely available across United States
WEAKNESSES - Thought of as junk food rather than an “all natural” chip - Some consumers claim they’re too greasy and/or salty
herr’s STRENGTHS - Packed in special foil-like bags to retain vitamin C and pre serve freshness - Available in 28 states and Canada - Traditional brand
WEAKNESSES - Lack of advertising - Dated package design
RESEARCH METHODS research obectives • Determine target market and their media interests • Find out target market’s views of Wise as opposed to its competitors • Uncover consumers’ potato chip eating habits
secondary research To begin our secondary research, we used information on MRI+ to narrow down our target market. We identified this as men and women between the ages of 45 and 70 with yearly incomes of at least $50,000. The majority of people who buy Wise potato chips are African Americans heavily located in the northeast. We then utilized the database to figure out what magazines and television stations our target market reads and watches (it showed that our target uses the Internet much less than they watch TV). Among the magazines they read are Bicycling, Yankee, New York Times and Ebony; among the television channels they watch are BET, CNN and Hallmark Movie Channel. Aside from MRI+, we looked at taste tests on different food blogs, including Serious Eats, to compare Wise to other potato chip brands like Lays and Utz. One taste-tester claimed Wise chips “almost dissolve onto your tongue as you eat them” because of their thinness. Wise also received the highest score for potato flavor, but a low score for saltiness and crunch.
primary research After conducting phone interviews with people in Wise’s target market, we learned that people normally buy potato chips for parties or to satisfy a craving. For those of our interviewees who said they eat Wise potato chips, the majority said that they ate them when they were younger and that they buy them because their parents did. When asked how the actual chip differs from other brands, the majority of our interviewees emphasized how they taste like a real potato and remind them of a homemade potato chip. The main issue we found concerning Wise is that it isn’t the first brand that people think of when they go to purchase potato chips. In fact, it isn’t even the second brand they think of. With this in mind, we decided that we needed to emphasize the brand name throughout our advertisements in order to heighten brand awareness among consumers. In order to gain a better, first-hand understanding of Wise, we ventured to Wegmans to pick up a bag. We noticed that they are placed on the highest shelf, making it hard to reach and see. They are also priced slightly lower than the potato chips around them, including Lay’s. After tasting Wise we noticed that they are significantly less greasy than potato chips we have tried before and have a distinct potato taste.
TARGET MARKET Our target market for this campaign is men and women between the ages of 45 and 70 with yearly incomes of at least $50,000.
Anita is a 46-year-old mother of three living in Pittsburgh, Pennsylvania. She looks forward to coming home from work and spending time with her children. Her favorite way to relax is with a movie on the Hallmark Channel. She also holds family traditions such as Sunday Brunch, which always includes a basket of Wise potato chips.
Sally is a 53-year-old mother from Rochester, New York who recently moved her son John into college at the University of Central Florida. Her and her husband, now empty nesters, love to send John care packages of things that remind John of home, including a bag of Wise potato chips.
George is a 67-year-old retired grandfather who recently moved to Nashville from Boston to be near his family. He loves telling stories of his past and watches the nightly news to keep up with current events. He makes sure to have a stash of Wise potato chips in the pantry for his grandchildren to snack on when they visit.
Executional Mandatories In each ad we included a product shot, which includes the Wise logo, a tagline and a call to action.
Tone and Image Our advertisements are full-color, full-bleed and incorporate the three main colors on the Wise package: yellow, navy, and turquoise. In each ad, we created a unique variation of the three colors in order to insure that the text would contrast well against the background. We utilized the packaging colors in order to increase brand recognition. We decided on a whimsical cursive font juxtaposed against a tall, skinny sans serif font in order to match their respective content. The first part of the headline, “A wise man once said,” has an old-fashioned, philosophical tone that contrasts slightly with the next part of each headline. The second part of each headline depicts common “words of wisdom” that most people have heard at some point in their lives. Each of these sayings connects to one of three qualities of Wise potato chips that are then explained further in the copy that follows. The headlines of each ad have an unexpectedly witty tone due to the difference in tone from one part of the headline to the other, followed by factbased yet playful copy.
Support Points • People we interviewed on the phone said that the chips resemble potato slices and have a homemade look to them. • An article in Men’s Fitness noted that Wise potato chips are unique because they don’t look like a “processed potato blob” compared to other potato chip brands. • After taste-testing the chips ourselves and comparing them to other potato chips, we noted their true potato flavor. Wise was also given the highest score on multiple food blogs for having the most distinct potato flavor. • None of our interviewees could recall the Wise brand when they were asked to list three potato chip brands that came to their minds first.
Big Idea Wise potato chips are made from three simple, all-natural ingredients, including potatoes, natural oil and salt, which gives them a true potato flavor and the look and shape of a real potato slice.
Target Market We are targeting men and women between the ages of 45 and 70 years old with a yearly income of at least $50,000. The target market will include these men and women wherever Wise chips are sold, which is primarily in the northeast. These men and women are family-oriented and are heavily influenced by family traditions. They are heavy television watchers and light Internet users. However, they are more apt to be on older social media sites such as Facebook, as opposed to Instagram and Twitter.
Role of Campaign By initiating this campaign, we hope to increase Wise potato chip sales by 9% and increase brand awareness by 85%.
Background Earl Wise Sr. founded the Wise Chip Company in 1921 in Berwick, Pennsylvania after he began making potato chips to make use of excess potatoes. They were an immediate hit with customers and soon turned into a regional success. In 1925, Earl Wise decided to open his first production plant in Berwick that continued to grow for the next two decades until it burned down in 1944. Production came to a halt for the next eight months during construction of a new state-of-the-art building. During the ‘50s, the Wise Chip Co. increased exponentially and began inventing new snacks including Cheez Doodles. Wise later changed its name to Wise Foods in 1969. Today, Wise Foods offers a variety of snacks other than potato chips, including popcorn, corn chips, tortilla chips, onion rings, dips and salsas. Compared to Wise’s competition, they are outdated and are not the first to come to a consumers’ mind when thinking about potato chips.
Creative Brief – Wise Potato Chips
Wise potato chips are made from THREE
ingredients, INcluding potatoes, natural oil and salt, which gives them a true potato flavor and the look and shape of a real potato slice.
CREATIVE visual choices Our advertisements are full-color, full-bleed and incorporate the three main colors on the Wise package: yellow, navy, and turquoise. In each ad, we created a unique variation of the three colors in order to insure that the text would contrast well against the background. We utilized the packaging colors in order to increase brand recognition. To subtly reinforce the brand even more, we added the same sun that is on the packaging in each ad’s background and included a product shot of a bag of Wise potato chips rather than just its logo.
copy choices We decided on a whimsical cursive font juxtaposed against a tall, skinny sans serif font in order to match their respective content. The first part of the headline, “A wise man once said,” has an old-fashioned, philosophical tone that contrasts slightly with the next part of each headline. The second part of each headline depicts common “words of wisdom” that most people have heard at some point in their lives. Each of these sayings connects to one of three qualities of Wise potato chips that are then explained further in the copy that follows.
tone of ads The headlines of each ad have an unexpectedly witty tone due to the difference in tone from one part of the headline to the other, followed by fact-based yet playful copy.
PRINT ADVERTISEMENTS copy detail Advertisement 1 Copy: That’s why we make our potato chips from real potatoes, so they come out looking like the real deal.
ADVERTISEMENT 2 Copy: That’s why our potato chip recipe calls for three natural, honest ingredients, so you know you’re snacking on something real.
ADVERTISEMENT 3 Copy: That’s why our potato chips taste just like the potatoes they’re made from, so your taste buds know you’re eating the real thing.
ALL ADVERTISEMENTS Call to action: Share your own words of wisdom and get inspired by ours at www.facebook.com/wisefoods Tagline: Get Real. Get Wise.
DIRECT MAILER front:
copy detail Back copy: (Top) When you buy a bag of Wise All Natural Potato Chips, redeem the code found inside the bag at www.wisesnacks.com. (Bottom) Offer expires 12/30/13. Only one coupon per customer. Cannot be combined with any other offer.