STAG Kashi Pizza Media Plan Gabriel Reynolds Kerry Steingraber Maggie Thayer Ashley Joyner
Kerry Steingraber Maggie Thayer Ashley Joyner Gabriel Reynolds
Executive summary Kashi was founded by Philip and Gayle Tauber in 1984 and, since then, has made a name for itself with its cereals and grains, organic food products that offer all the satisfaction of healthy eating and healthy living. So when a company that has long promoted themselves as “Seven Grains on a Mission” decided to introduce frozen pizza into the mix, they knew it would be a challenge to fit it into the Kashi family in the minds of consumers. Kashi’s objectives are to increase its frozen pizza sales by 15% (up to $40 million) and to raise awareness of its frozen pizza option in general. The primary challenge they face is lack of awareness – though many consumers are aware of Kashi, few are aware of their frozen pizza offering. While Kashi’s products usually receive advertising across a wide range of media, their pizza has only received online advertising. With a dramatic need for awareness but a limited budget, we want to place a heavy emphasis on social media, which costs little but allows for significant reach and increased awareness.
In selecting our target audience, we chose to focus on a group we called the “Casual Calorie Counters” – successful, motivated women aged 18-34 who care about their health and overall self-improvement, but have a busy schedule that doesn’t leave them with the time or energy to care for themselves the way they wish they could. STAG intends to bring Kashi pizza into the public consciousness through the Little Successes campaign, which focuses on how our consumers can improve their health and well -being in small, realistic ways. We aim to highlight how our consumers don’t have to view self-improvement as a marathon event, but rather something that happens in small steps – and, consequently, how Kashi pizza can be one of those small steps.
contents Situation Analysis Marketing Objectives and Strategies
Creative History of the Brand
Objectives and strategies Big Idea
Scheduling and Timing Flowchart
Creative Brief Creative Brief
Marketing Objectives & Strategies A Brief History Kashi is an American, all-natural food company. Founded by Philip and Gayle Tauber in October of 1984, their goal was to provide consumers with tasteful, nutritious meals. Kashi learned how to work with whole grains and seeds to create products that appealed not only to diets, but to taste buds as well. Kashi is now a subsidiary of the Kellogg Company and has expanded its product base to include cereals, energy bars, crackers, snack foods, and most recently, frozen entrees.
â€œTo us, Kashi means natural, nutritious food to nourish a balanced life.â€? - kashi.com
Our Aim We aim to increase awareness of Kashi frozen pizza while working towards a sales increase of 15% by the end of the year. To do so, sales need to increase by $40 million. 6
7 Whole Grains on a Mission Product Kashi is a national product that prides itself on being an all-natural brand, developing healthy options with minimally processed ingredients, natural sweeteners, and no artificial flavors or preservatives. Their products include hot and cold cereal, snack bars, crackers, entrees, pizza, cookies, pilaf, and waffles. The brand got started in 1984 when they chose their unique blend of Seven Whole Grains and Sesame â€“ a vegetarian source of protein and complex carbohydrates.
Kashi positions itself as an organic, all-natural, nutritious option that is wholesome and convenient. Last year, annual national sales for Kashi Frozen Pizza are estimated at $36 million, while for the entire category of frozen pizza, sales are projected at $2.7 billion.
Kashi’s frozen pizzas come in six flavors: Basil Pesto, Four Cheese, Margherita, Mediteranean, Mushroom Trio & Spinach, and Roasted Vegetable. Each of the three servings has around 15 grams of protein and 4 to 5 grams of fiber. The pizza crust is made with Kashi Seven Whole Grains and Sesame and flax seed. The seven grains are whole oats, hard red winter wheat, rye, barley, long grain brown rice, buckwheat, and triticale. The crusts are wood-fired and the pizzas are topped with wholesome ingredients. Basil Pesto: Toppings include basil pesto sauce, roma tomatoes, caramelized onions, mozzarella, rBGH-free feta cheese, and a flax seed crust. Four Cheese: Toppings include provolone, mozzarella, white cheddar, and fontina cheeses, zesty vegetable and tomato sauce, and a flax seed crust. It is vegetarian. Margherita: Toppings include roma tomatoes, mozzarella, provolone, and tomato basil sauce with a flax seed crust. It is vegetarian. Mediterranean: Toppings include spinach, fire-roasted onions, sweet red peppers, and four cheeses with a flax seed crust. Mushroom Trio & Spinach: Toppings include baby Portobello mushrooms, champignon and shiitake mushrooms, spinach, mozzarella, provolone, and a tomato parmesan sauce with a flax seed crust. It is vegetarian. Roasted Vegetable: Toppings include broccoli, artichoke hearts, roasted red peppers, onions, garlic, mozzarella, provolone, and tomato pesto sauce with a flax seed crust. It is vegetarian.
“We’re passionate about good, all-natural foods. We’ve put our heart and souls into developing delicious breakfasts, satisfying snacks, and mouthwatering dinners.” - kashi.com 8
Place & Price Kashi frozen pizzas are sold in stores that carry other Kashi products. They can be found in retail stores including natural food stores, conventional grocery stores, and superstores in the freezer aisle. While some of Kashi’s products are available online, their frozen pizza is not.
Harris Teeter (Two locations in Chapel Hill) price: $6.99 – price per serving: $2.33
(Chapel Hill) price: $7.99 – price per serving: $2.66
(Durham) $5.54 – price per serving: $1.85
(Two locations in Chapel Hill) - Not available in either store.
In Harris Teeter, Kashi is positioned next to Amy’s, a healthy pizza choice, as well as Home Run Inn, an allnatural option. Only two flavors are displayed prominently.
In Whole Foods, Kashi pizza was positioned near other healthy pizza options in the middle of the shelf with only two flavors displayed.
Compared to competitors (e.g., Healthy Choice, Lean Cuisine), the price per serving is slightly cheaper or around the same price. However, our competitors’ are mostly one serving per package. Kashi’s frozen pizza serving size is slightly awkward—not big enough for three people and not small enough for two. 9
Brand Development Index This map shows the states that contain the 25 DMAs with the highest BDI for Kashi. High DMAs: Evansville, IN Eureka, CA Missoula, MT Laredo, TX Honolulu, HI Bend, OR Santa Barbara-Santa Maria-San Luis Obispo, CA Miami-Ft. Lauderdale, FL Alburquerque-Santa Fe, NM San Diego, CA Denver, CO Medford-Klamath Falls, OR Palm Springs, CA San Francisco-Oakland-San Jose, CA Los Angeles, CA New York, NY Chico-Redding, CA Colorado Springs-Pueblo, CO Eugene, OR Anchorage, AK Tucson (Sierra Vista, AZ El Paso (Las Cruces), TX-NM Las Vegas, NV
In the Southwest, people are more likely than average to use Kashi over other brands. Low DMAs:
In the Midwest, people are less likely than average to use Kashi over other brands.
Monterey-Salinas, CA Champaign & Springfield-Decatur, IL Quincy-Hannibal-Keokuk, IL-MO-IA Terre Haute, IN Zanesville, OH Peoria-Bloomington, IL Omaha, NE Davenport-Rock Island-Moline, IA-IL Lafayette, IN North Platte, NE Joplin-Pittsburg, MO-KS Des Moines-Ames, IA Columbia-Jefferson City, MO Abilene-Sweetwater, TX Mankato, MN Sioux City, IA Sioux Falls (Mitchell), SD Wheeling-Steubenville, WV-OH Topeka, KS Cincinnati, OH St. Louis, MO Paducah-Cape Girardeau-Harrisburg, KY-
The 15 DMAs with the highest BDI will cover 13.82% of our target audience. *See Appendix A for data. 10
PROMOTION Kashi sees itself as not just a food brand, but as a way of living. It strives to encourage people to make healthy decisions and positive changes so that they can live the best life possible. As of now, Kashi has only promoted its frozen pizza products through Internet advertising. It has spent $1,973,000 up to date, far below any competitors. Below is an example of Kashi pizza online advertisement.
Brand Media Mix 1%
0% 0% 6% 14%
*The data presented to the
left is the media mix for the
entire Kashi brand. Kashi
pizza advertisements have
only been focused on in the online format.
Trends in the category Whatâ€™s the motivation for diet control? Data from MediaMark Reporter shows trends to help understand the reasoning for diet control among the population. The chart below illustrates what motivations were the strongest, with weight loss coming in at the number one position at roughly 13%.
*See Appendix C for MRI Product Summary
What are people reading? Magazine
The data in the above chart shows an increase in magazine subscriptions for magazines that focus on promoting healthier lifestyles and fitter figures. This helps to demonstrate a trend that many more people are picking up these magazines, and are likely taking an increased interest in their appearance.
Does healthy outweigh convenience?
U.S. sales of organic products, both food and non-food, have grown from $1 billion in 1990 to $28.6 billion in 2012, increasing nearly 8.0
Conversely, Americans are now spending over $140
percent in the last year.
billion on fast food each year.
37.7 percent of the population have prepared frozen main course dishes in the last six months.
This data demonstrates that, though convenience is still incredibly important, people are becoming more willing to spend the extra dollar for a healthier, organic option. 13
CREATIVE HISTORY OF THE BRAND Kashi’s agency of record is Amazon; they focus on addressing potential negative perceptions like the idea that Kashi is for health nuts and healthy food tastes like cardboard. They want to show that healthy living can be a pleasure. Many consumers are familiar with Kashi’s advertisements, which feature everything from real employees to simple copy promoting natural food options. However, the brand recently based a false advertising class action lawsuit in 2011 because their products claim to be “All Natural” when some do in fact contain synthetic and unnaturally processed ingredients. TELEVISION Kashi’s television ads focus on promoting nutrition and making healthy changes. Their ads also feature real Kashi employees, which enhances brand trust among the audience. There are three “versions” of the ads, each promoting different ways to live a happy, healthy life. Promoting Healthy Lifestyles Emphasizes Kashi’s use of real food, not artificial sweeteners Promoting Active Lifestyles Shows people in nature, biking and running Promoting Using Food to Feel Better Asks, “what has food done for you lately?”
EVENTS Recycle and Get Rewards with Recyclebank Get points every time you recycle Kashi products by registering on Recyclebank. Points lead to coupons and free products. Real Food Promise Make a promise to eat well and choosing real food by actually making a promise with Kashi through their Facebook page. This promotes community discussion and accountability to fulfill the promise. The REAL Project Stands for Renew Eating and Living. Kashi partnered with Burtâ€™s Bees to promote natural living with The REAL Tour throughout the country in 2011, which featured well known musical performers.
PRINT Kashiâ€™s print ads are very clean and simple, which matches the tone of their message. The ads emphasize the natural aspect of their products.
ONLINE Kashiâ€™s online ads are consistent with their print ads, presenting a straightforward message focused on natural food paired with simple but effective visuals.
WEBSITE Like their print ads, Kashiâ€™s website is clean and simple It provides detailed information on their products, recipes, healthy living, as well as community forums as a place to share accomplishments with others.
SOCIAL MEDIA Kashi has a Facebook account, but no Twitter account. Their Facebook page opens with a promotion for their “Real Project” if you haven’t already liked the page. For every person who helps to build awareness about the real food deficit, they’ll donate $10 to Kids in the Kitchen. The brand uses the profile to promote healthy habits through “challenges” that ask consumers to take the challenge of taking charge of their health by eating healthy, making doctor’s appointments, exercising, and more.
POINT OF PURCHASE Kashi is a prominent presence in the grocery stores we visited. Their snack bars and cereals have good shelf displays and there are even end-shelves with Kashi featured. However, in some stores, the pizza shelf space was limited. Only two to three flavors are displayed or even present on the shelves, and many of them are stuffed sideways. The more well-known options such as Lean Cuisine are given more shelf space.
THE COMPETITION HEALTHY CHOICE
Healthy Choice is produced by ConAgra Foods and was introduced in 1988 with the commitment to great-tasting food, wholesome ingredients, and quality nutrition to promote balanced lives. They produce more than 200 products including Steaming Entrees, 100% Natural, Select Entrees, Café Steamers, Complete Meals, Fresh Mixers, Soups, and Frozen Treats. The most successful of their products is the Complete Meals, which has a Share of Volume of 7.8% and an Index of 120. Since the brand has the word “healthy” in its name, it must meet standards set by the FDA: low fat, low saturated fat, controlled sodium and cholesterol, and 10% of the daily value for three beneficial nutrients. The website provides detailed summaries of each product as well as customer reviews and nutritional facts on every product. Their positioning rests on that they provide products that allow people to enjoy a healthy lifestyle without giving up flavorful food. Based off the tagline of “Deliciously Inspired,” the majority of Healthy Choice’s advertising is spent on national television with spots and videos starring Jane Lynch, Mindy Kaling, and Bethany Hamilton. The brand also partners with Top Chef and Schools Fight Hunger. They also use their Facebook and Twitter pages to engage and interact with consumers. Healthy Choice products are available at major grocery stores across the country as well as Target and Wal-Mart supercenters and convenience stores. The prices of their All Natural products range from $2 to $3 per serving. Above is an example of a Healthy Choice ad. To the left is their media mix for their Panini. See Appendix B for MRI data.
Be Culinary Chic Lean Cuisine prides itself on being â€œthe solution for living a life without compromiseâ€?. They position themselves as a convenient brand that gives people the freedom to enjoy food that is both delicious and nutritious . They have over 90 dishes with no preservatives. Their frozen pizza products are all under 400 calories and provide 3 to 5 grams of fiber. They have 13 different pizza options, ranging from Spinach and Mushroom Pizza to Pepperoni Pizza. The prices of the frozen pizza as well as the other Lean Cuisine products range from $2 to $4 and are mostly one serving size. Lean Cuisine is an important competitor primarily because in the last six months, frozen pizza eaters have been 18% more likely to choose Lean Cuisine over any other brand in the category. Of all who choose frozen main courses, 40% are more likely to choose Lean Cuisine. Lean Cuisine has spent little to no money on advertising for their frozen pizzas, except for light spending on magazine ads in the month of March. For their Frozen Panini, however, they spent most of their advertising dollars in the months of June through December, and did no advertising in the months of January through May.
Above is a sample of a Lean Cuisine ad and the media mix for frozen pizzas and paninis. See Appendix B for MRI data. 19
Successful Strategic Snacking South Beach is more than a way of eating—it’s a lifestyle. The South Beach Diet has been described as “the first ’low carb diet’ to become more popular than the diet that seemed to start it all, [the] Atkins [Diet].” It is based on the idea of reducing cravings for sugar and refined starches; accordingly, South Beach offers meal bars and snack bars high on nutrients and low on sugar. They emphasize the lack of artificial sweeteners, preservatives, and artificial flavoring. Their advertising is almost entirely based on the diet itself; their book The South Beach Diet stands as “one of the best-selling diet books of the last five or so years.” The products sell mostly by name recognition. It is assumed by consumers that any food bearing the South Beach label is one that can be a working part of the South Beach Diet. South Beach has a 5.4% Share of Voice in the category. Their advertising is focused through network and cable television and magazines. Their website offers healthy recipes and diet advice, but their only actual food products are meal bars, snack bars, protein bars, and fiber bars. The bars are not organic and range from 100 to 180 calories. The prices range from $3.99 to $6.99. The bars themselves have been advertised though TV and through Facebook promotion. All promotion stays consistent with the idea behind the Diet by emphasizing how South Beach bars can lead to a healthier life. South Beach is an important competitor because their name recognition poses a threat. They currently don’t have many food products to their name, but if they chose to expand into frozen pizza or similar products, they would be virtually guaranteed a strong spot in the competition. *Their media mix was not available. 20
Eat Your Best Smart Ones are specially designed meals to help consumers stay on the Weight Watchers diet. They categorize their frozen meals into six areas: Smart Beginnings, for breakfast; Smart Anytime, for on the go options; Classic favorites, for a healthier spin on foods you love; Smart Creations, which offer nutrient-packed meals; Satisfying Selections, which are 30% larger portions; and Smart Delights, to satisfy the sweet tooth. They try to portray to consumers that with their product, you donâ€™t have to sacrifice the foods you love in order to maintain a healthy eating plan.
According to the 2009 Product Summary from MRI Reporter, 37.4% of the adult population was presently controlling their diet, with 2.1% of the population using Weight Watchers as their method. This ranked 4th overall, but 1st among diet organizations and clubs. Weight Watchers as a whole spends about $90 million each year on their advertising campaigns. Their most recent approach has been to employ singer/actress Jennifer Hudson as a testimonial to how their products work. *See Appendix B for MRI data. Their media mix was not available.
s On e art Sm
SUMMARY OF THE COMPETITION
Brand Positioning Products that allow people to have a healthy lifestyle without giving up flavorful food
Focus on being more than a brand, but a lifestyle.
Consumers donâ€™t have to sacrifice the foods they love to live a healthy lifestyle.
Convenient brand that allows people to enjoy food that is delicious and nutritious.
Prices range from $2 to $3 per serving for All Natural meals. Most promotion is focused on television and online video spots, and social media.
Prices range from $3.99 to $6.99. Most promotion is focused on television, magazines, and Facebook.
Television promotions for Weight Watchers featuring Jennifer Hudson.
Prices range from $2 to $4 per serving. Television and magazine promotions.
Frozen entrees, complete meals, steamers, mixers, soups, and frozen treats.
Pizzas, meal bars, snack bars, protein bars, and fiber bars.
Six areas of frozen foods: Smart Beginnings, Smart Anytime, Classics, Satisfying Selections, Smart Delights.
Over 90 dishes with no preservatives, Frozen entrees and frozen snacks. Thirteen frozen pizza options all under 400 calories.
58% of the media mix for Healthy Choice paninis is spent on network television, followed by 30% on cable.
5.4% share of voice in the category and 48.7% share of voice in the category for Sunday magazines.
Spend $90 million per year on advertising campaigns. *Could not access media mix
Little to no spending on frozen pizza promotions except for light spending on magazines.
Pricing and Promotion
Target Audience Our goal in selecting our target audience is to find an area of focus for Kashi’s frozen pizza advertising budget that will allow them to reach the most consumers with the highest interest in a healthy, nutritious frozen pizza option.
Who to pick?
The Casual Calorie Counters Meet the Casual Calorie Counter, a successful woman age 18-34 whose life is running at full speed— She may be in the middle of planning her
wedding with her fiancé…
She may be wanting to get fit before
her big job interview… Or she may be trying to lose the weight she gained from her recent
However, amidst the hectic lifestyle, she is always trying to keep her health in mind. She is a confident, goal-oriented woman. She knows it was her hard work that got her that recent promotion, and she knows it will be her own actions that determine her health. The Casual Calorie Counter went to graduate school and may be a sales consultant or a financial advisor. She is incredibly successful, making between $75,000 and $149,000 per year—but she is always looking for the next big promotion. 23
She is constantly trying to make time for all the things that are important in her life while
maintaining a healthy lifestyle. She may take aerobics classes weekly, attend weekly meetings for some kind of charitable organization, or she may be taking business trips frequently with her company. During the week her schedule is packed, and on the weekends she may enjoy curling up on the couch with her fiancé to watch a movie on Netflix or going horseback riding at her father’s home in the country.
She can’t afford to dedicate too much of her time and energy to maintaining her health, but she knows she wants to look and feel good. So, while she juggles her busy schedule, she casually counts her calories to achieve whatever goal she sets for herself.
A day in the life Meet Jane, a 24 year old, who was recently promoted as an Account Executive at News America Marketing. While trying to balance her recent engagement with her lucrative, but demanding job, she finds it difficult to make time for herself and maintain the healthy lifestyle that she’s used to. In her free time, she often reads magazines like Shape, Women’s Health, and Fitness Magazine to keep up with the latest health and fitness trends. She also reads up on celebrity news in People Magazine, fashion and beauty trends in Vogue and Glamour, and home décor tips in Better Homes and Gardens. She likes to keep up with the latest news on CNN and unwind while watching the Food Network and Travel Channel. On her downtime, she checks in with friends on Facebook and watches videos on YouTube. *See Appendix D for MRI data
Here’s a look into a typical Monday for Jane: 7:30 AM Breakfast Jane has a quick bowl of cereal before rushing out the door. On the way, she listens to the radio and contemplates her to-do list for the day.
6:30 AM Wake up call Jane hops out of bed to get showered and dressed for work. 10:00 AM Client Meeting Fighting deadlines, Jane squeezes in a last minute client meeting to make her goal.
12:30 PM Lunchtime Realizing she forgot to pack a lunch, Jane heads to McDonalds with a co-worker to get a quick lunch on their break. She chooses a salad over the Big Mac, but can’t resist a small order of fries.
3:00 PM Sales Meeting With her stomach growling, Jane snacks on a few crackers at their meeting, promising to eat a healthy dinner later.
5:00 PM Quitting Time Jane heads over to the local gym to fit in a quick work out.
6:30 PM Dinner time Exhausted from work and her gym time, Jane looks for a quick, but healthy meal in the freezer she can heat up.
7:30 TV time Jane curls up on the couch with her fiancée to catch up on a few favorite shows.
9:00 PM Reading Jane puts on her sweatpants and looks over some bridal magazines.
9:30 PM Bedtime Jane heads to bed to catch up on sleep. 26
Loyal following as a brand Healthy connotations Variety of products High brand awareness High quality Prepared easily
Organic food sales are rising Current Kashi buyers tend to be loyalists and would probably be willing to buy other Kashi products We see opportunities in areas with low BDI
Pizza isn’t heavily promoted so people are unaware of it Awkward serving size Difficult to heat on the go Perceived higher price compared to competitors Recent lawsuits over advertising claims of “natural”
Competitors with bigger budgets Healthy eaters avoiding pizza altogether Competitors all contain one serving size
The Big Problem The challenge that Kashi faces with regards to its pizza sales is that customers are simply unaware that Kashi sells frozen pizza.
“Kashi… you mean the cereal brand?”
- 22 year old college student
“I didn’t even know Kashi sold pizza.”
- 20 year old college student
*Out of 20 people surveyed, 15 had no idea that Kashi sold frozen pizzas. In fact, people aren’t even aware that there is a healthy frozen pizza option. Our biggest challenge is to create product awareness within our target—the Casual Calorie Counter. 28
Media Objectives & Strategies
The Big Idea The Little Success Campaign As part of our brand awareness, STAG has come up with a campaign to help Americans better themselves on a day to day basis and become more health conscious. To do so, we’ve come up with an idea to promote our target audience’s “little
Through the Little Success campaign, we hope to encourage participants to take 30 minutes to an hour out of their day to focus on themselves. For some, this means walking 30 minutes after work. For others, it simply means staying at work an extra 20 minutes on a Friday to make sure things are set up for Monday. Either way, we are encouraging our audience to find a small way to better
themselves each day.
Our main goal in the Little Success campaign is to encourage people to do what they can for their health – they may not have the time and energy to do everything, but they still have the opportunity to do something. We feel that, by focusing on these small opportunities to improve health and overall well-being, participants will soon find themselves
making healthier choices in all aspects of their life.
Objectives Target Audience & Media Mix To help women ages 18-34 realize they can lead a healthier lifestyle while still enjoying foods they love through the use of social media methods along with traditional advertising. For those already enjoying other Kashi products, our objective is to create awareness of Kashi pizza and encourage them to give it a try.
Reach, Frequency & GRPs National: To obtain a reach of 80, frequency of 4 and 320 GRPs during the peaks of our campaign. During the other periods of the campaign, we will aim for a reach of 65, a frequency of 3 and 225 GRPs. Spot: To obtain a reach of 85, frequency of 4.5 and 383 GRPs during June and July.
Budget To stay under $14 million with all parts of the campaign considered.
Scheduling & Timing To create a buzz for our campaign by increasing advertising at strategic points during the year, including January and the beginning of the summer months.
Geography To produce nationwide awareness of Kashi pizza through an integrated campaign, while giving special attention to the top 15 DMAs with the highest BDI through the use of spot advertisements as well as promotions and events. 31
Strategy Overview Target Audience & Media Mix To reach the target audience, Kashi will use an integrated campaign taking advantage of print media, social media, television, events & promotions, and spot ads placed on radio and in local newspapers. We plan to use footage from the events and social media uploads in our television and print advertising to create awareness nationally for Kashi pizza. With the age group we are focused on, we view social media as a great outlet for spreading the word quickly and creating a buzz. We understand the need to use a platform where things are easily shared among users and believe a campaign that incorporates Twitter, Facebook and YouTube will do just that. Participants will be able to send in their Little Successes on twitter using a hashtag (#LittleSuccesses), can upload videos to YouTube and can post to our Facebook wall for the chance to be featured in the national and spot advertisements.
Reach, Frequency & GRPs To attain our reach, frequency & GRP goals, we will take a flighting and pulsing approach. We will begin with heavy television and magazine advertising in January with 30 second TV ads to play-up recent New Year’s resolutions and 15 second spots in February and March. Both TV and magazines will see reduced spending in April and will be cut out entirely for May to save money and prevent wear-out. During the months of June and July we will place local ads to let people know more information about events coming to their area to increase the reach and frequency of specific markets, supported by a small foundation of national TV and magazine ads. The remainder of the year will alternate between months of moderate national TV and magazine ads (August, October, December) and no advertising (September, November) to stretch the budget and prevent wear-out. Social media and non-pizza Kashi advertising play an important role by providing a continous, year-round foundation to maintain awareness during non-advertising months like May, September, and November. By switching off between spot and national campaigns, we see the opportunity to maintain our reach and frequency goals throughout the year.
Scheduling & Timing With our initial pulse from January to March, we aim to take advantage of freshly-made New Years’ resolutions and the accompanying eagerness for self-improvement. With Kashi’s tour and spot advertising during summer months, our intent is to engage with the spirit of summer and the population’s interest in outdoor events, fun experiences, and new connections. 32
Net Cable-Early Fringe 33%
Net Cable-Prime Magazines
Spot Radio-Morning Drive 26%
Spot Radio-Evening Drive
To stay within our $13.5 million dollar budget, we plan to take advantage of social media which won’t contribute to the cost. In addition we will host events and promotions in store that will not be factored in. We will allocate our budget towards print advertising, television and local spot ads.
Geography For the events and promotions, Kashi will travel to the 15 cities in July and August that have the highest BDI (excluding Honolulu, HI for travel costs). We see an opportunity here to increase Kashi sales by targeting the audience that is already aware of other Kashi products by creating a broad awareness for Kashi pizza. We see these areas as the best way to create a “bang” about the campaign and then use these events to encourage the rest of the country to participate in the campaign. Evansville, IN Eureka, CA Missoula, MT Laredo, TX Bend, OR Santa Barbara-Santa Maria-San Luis Obispo, CA Miami-Ft. Lauderdale, FL Alburquerque-Santa Fe, NM San Diego, CA Denver, CO Medford-Klamath Falls, OR Palm Springs, CA San Francisco-Oakland-San Jose, CA Los Angeles, CA 33
Social Media First, we plan to create a microsite entitled www.littlesuccessess.com which will be listed at the end of every commercial. When this website is entered in the address bar, it will redirect to www.kashi.com/littlesuccesses. On this website, there will be banner ads for Kashi pizza, each promoting the idea that choosing Kashi pizza is a Little Success” toward a healthier lifestyle when you’re on the go. The website will display information about the LittleSuccesses campaign as well as the videos with the most likes from our Facebook page. The website will come to life with images of people making healthier life choices, whether it is going on a 30 minute walk, choosing an apple over a candy bar, or even hearing positive feedback from a boss about all the work they completed this week. The website will be uplifting, depicting strong women with goals that they are trying to work toward. With each Little Success, she becomes closer and closer to achieving that goal. The website will also contain information about the Kashi LittleSuccesses Tour, as well as links to our Facebook and Twitter pages. On Kashi’s original website, there will be headlines promoting the campaign. The campaign with launch in December, encouraging our loyal customers to share their LittleSuccesses by posting on the website. It will explain the competition rules, including the idea that the videos with the most likes on the Facebook page could be featured in the TV ads that will begin in January. The Facebook page will display all of the same information. However, the Facebook page will be the center of the campaign. It will encourage everyone to share their Little Success by posting a comment or video, and will encourage visitors to “Like” their favorite videos and posts. It will also encourage the “#LittleSuccesses” trending topic on Twitter. On our Twitter page, we will sponsor a trending topic called “#LittleSuccesses promoted by Kashi pizza”. We will begin this promotion in January following the television heavy up. Twitter posts from Kashi will be regular, retweeting the best #LittleSuccesses posts as well as talking about our pizza as a healthy option. 34
Viewers will also be able to access Little Success stories via our YouTube site. We will take videos uploaded to our Facebook account and make them easily accessible through YouTube.
Print The campaign will begin by reaching out to the brand loyalists first who already know and love Kashi. Promotions will be placed on the back of popular Kashi items, such as cereal and snack bars. Consumers will see a call to action that will ask them to visit the microsite www.littlesuccesses.com to learn more about the upcoming Little Successes campaign. The promotion will feature a picture of a woman finishing a 5K or handing in a sales report to her boss with a copy that says, “Now, that’s what we call a success. What’s yours? Visit
www.littlesuccesses.com to learn more and share your stories of success.” In addition to the television promotions, the campaign will include print advertisements in the magazines with the highest indices for the target market: Shape, In Style, and Fitness. One page print ads will be placed in these magazines with similar pictures and stories from the back of the boxes of Kashi products. The ads will feature a link to the Little Successes microsite as well as a QR Code that will take readers straight to the site. As the campaign goes on, the ads will also include pictures of people eating Kashi pizza (as opposed to delivery or other frozen pizza) and this will be shown as a “success.” 35
Shape Circulation: 1,656,678 Median Age: 38 Cost, Full Page Full Color: $182,023 Readers: 18-49: 82%
In Style Circulation: 1,739,778 Median Age: 36 Cost, Full Page Full Color: $160,500 Readers: 90% women
Fitness Circulation: 1,501,244 Median Age: 38 Cost, Full Page Full Color: $153,920 Readers: 18-34: 44%
*See Appendix D for MRI data
Television We choose to focus on early fringe and prime time TV because it is likely our consumers are getting off of work around 5 p.m. Advertising will be broadcasted on a national level to guarantee widespread awareness and will air on such high-index cable networks as CNN, Travel Channel, and the Food Network. Potential programs include CNN News, Travel Channel’s Travel Nation, and Food Network’s Ten Dollar Dinners. Additionally, the less expensive advertising offered by cable networks allows us to stretch our budget. We will begin our campaign in January with 30-second spots to fully communicate and establish the idea of the Little Successes campaign and to encourage people to participate in the movement online – this will coincide with freshly made New Years’ Resolutions and our consumer base’s corresponding eagerness for self-improvement. We will then shift to fewer, 15-second spots in February and March to maintain awareness without wearing out our message. In the remaining months, TV advertising will follow the on-off pattern employed in our national advertising as a whole: advertising during April, August, October, and December, and no advertising during May, September, and November. In the “on” months, spending will mostly go towards the early fringe daypart in the interest of 36
saving money (it is much less expensive than the prime daypart) and maintaining frequency. The majority of these advertisements will be drawn from our online user-submitted content, specifically the winners of our online Little Success Stories contest. This represents a significant move towards increased consumer engagement and relateability â€“ as opposed to merely trying to sell an idea, we would be sharing the stories of people who had actively and sincerely engaged with our campaign. In January, we would work with content put forward by Kashi loyalists who had been introduced to the Little Successes campaign early on, and then begin working with the expected inflow of entries from non-loyalists. Starting in June and July, we will reduce spending on national TV advertising to allow us to divert part of our budget to spot advertising in preparation for the local events that make up Kashiâ€™s nationwide tour. Spot TV ads would run in both 30-second and 15-second formats. We would coordinate the commercials to air in each city in the weeks before the respective event takes place. In August, we eliminate the local event-based ads and return to the original system of national 15-second spots.
Mobile App The campaign will include a Little Successes mobile app that will act like a calorie counter app where users will be able to track their successes throughout the day and have the ability to share their successes with other app users. Users can track anything from going to the gym, finishing a project at work, making a healthy food choice, etc. Successes will be given a points value where the more successes users track, the more points they will get. Points will lead to coupons for Kashi products and free pizza. The app will also include mobile banner ads promoting Kashi pizza.
Events/Promotion After creating a buzz for the Little Successes campaign, Kashi pizza will take a tour to our top 10 DMAs to reach out to our target and encourage them to continue with their little successes. We will organize mile ‘fun walks’ along with other simple exercise activities at convenient times for the working professional. We hope to get people to come out after work or on weekends to join with other people who are aiming for a healthier lifestyle. Kashi will sponsor the event and provide chances for participants to win prizes – most notably a year supply of Kashi pizza. In addition, we will provide the pizza towards the end of the event to get participants excited about a healthy alternative.
In addition, we will do in-store promotional events where displays are set up and samples are given out to shoppers. Those who stop by the table will be to pick up a coupon to encourage them to take the pizza home with them that day. Our aim in both of these events is to transition people from just talking about the pizza to actually trying it. By allowing them to taste the pizza free of charge, we believe they will see that taste does not have to be compromised in order to begin leading healthier lifestyles.
Local Spots During our tour to our top DMA’s we will create a pulsing campaign to let prospective event participants know about when we will be in their area. We will take advantage of local newspapers and radio ads to create a buzz and give more detail about the events. The radio ads will allow us to be creative in our message, while our newspaper ads will be beneficial in giving the finer details of what will be going on. These ads will hopefully create local hype about the events and encourage participation. 38
Scheduling & Timing This flow chart represents the scheduling for our print, television and local spot advertising. Below the flow chart is a summary of the reach, frequency & GRPs that were attained at each stage of the campaign.
Creative Brief Why are we doing this? Objectives: Consumer awareness: We aim to increase awareness of Kashi frozen pizza by creating a “buzz” through our integrated campaign. Sales increase: Increase sales by 15% by the end of the year. To do so, sales need to increase by $40 million. Project Strategy/Insight Organic and healthy food sales are on the rise, and Kashi has well-established brand loyalty by their customers who believe in their healthy, all-natural message. Frozen food sales are high, and consumers are likely to choose frozen dinners when they need a convenient option. However, most have no idea that Kashi is more than just a cereal and snack bar brand. People want a healthy option, but also crave the convenience of frozen food – and Kashi can be both. Who are we trying to reach? Target Audience: “Casual Calorie Counter” – She’s a hard working woman whose career has just taken off. She has finally become the successful woman she has always wanted to be, but she has found that success comes with sacrifice. She doesn’t always have a lot of time to cook the healthy meal she craves, and she doesn’t have the time to spend hours at the gym each day. When she comes home from a long day at work, she opens the fridge to find yet another Lean Cuisine. She thinks to herself, “Ugh… A pizza would be so good right now.” But she keeps in mind that she needs to stay fit for her big wedding coming up. And there’s no such thing as a healthy pizza, right? Key Consumer Insight: When the Casual Calorie Counter looks for a quick frozen meal, she is likely to automatically think of a brand like Lean Cuisine and Healthy Choice because they are well-known for their healthy frozen dinners. She may choose Kashi for her breakfast cereal or mid-day snack bar, but she never thinks of dinner when she thinks of Kashi, and pizza doesn’t come to mind when she’s shopping for that healthy option. Consumer Challenges/Barriers: The challenge will be to create broad awareness of Kashi pizza while planting the idea that frozen pizza can be a healthy option. What are we trying to say? Single Most Important Message: Finally – A convenient frozen pizza that feels like a little success instead of a moment of weakness. Supporting Message: Kashi is more than just a cereal and snack bar brand, it is a frozen pizza brand – and a step toward a healthier lifestyle. Call to Action: www.littlesuccesses.com (which will change to www.kashi.com/littlesuccesses) 41
Appendix A This chart represents the number of women ages 18-34 that live in the 15 DMAs with the highest BDI. The second column represents the percentage of the total population of women ages 18-34 who live in each DMA.
# of Women 18-34
% of all women 18-34
Santa Barbara-Santa Maria-San Luis Obispo, CA
Miami-Ft. Lauderdale, FL
San Diego, CA
Medford-Klamath Falls, OR
Palm Springs, CA
Los Angeles, CA
San Francisco-Oakland-San Jose, CA
Appendix B Competitive Data
Lean Cuisine: Frozen Pizza: Share of Users: 1.7 Share of Volume: 2.0 Index: 118 Frozen Main Courses: Share of Users: 10.5 Share of Volume: 14.7 Index: 140 Frozen Complete Dinners Share of Users: 11.0 Share of Volume: 14.3 Index: 130
South Beach: *No data available on MRI Data retrieved from sakai.unc.edu
Healthy Choice: Frozen Pizza: Share of Users: 1.0 Share of Volume: 0.8 Index: 80 Frozen Main Entrees: Share of Users 8.4 Share of Volume: 8.1 Index: 96 Complete Meals: Share of Users: 6.5 Share of Volume: 7.8 Index: 120
Smart Ones: Frozen Pizza *No data available Frozen Main Entrees: Share of Users 5.7 Share of Volume: 8.6 Index: 151 Complete Meals: Share of Users: 5.6 Share of Volume: 8.8 Index: 157 44
Appendix C Trends in the Category
* This chart was used in collecting data for what encourages weight loss
Appendix D Target Audience Data Page 23—25 Product: Household Products: Food Products: Low Calorie Frozen Main Courses (used in the last 6 months): Women: 120 Post-graduate studies: 139 Women age 18-34: 118 Occupation: Professional and related occupation: 145 Occupation: Management, Business, and financial operations: 122 Occupation: Sales and office: 118 Leisure and Sports: Movie viewing: Download/streaming in the last 6 months: Women age 18-34: 181 Leisure and Sports: Participated in Aerobics once a week: Women age 18-34: 267 Leisure and Sports: Participated in horseback riding in the last 12 months: Women age 18-34: 158 Travel: Domestic Travel: Business trip paid for by self: Women 18-34: 108 Product: Health and Beauty Aids: Diet Control/Eating Habits: Buy Food Labeled as Natural or Organic Women 18-34: 130 Women who are engaged: 111 Read Bridal Guide: 113 Read Brides: 125 Magazine types: Bridal: 145 Product: Health and Beauty Aids: Diet Control/Eating Habits: Buy Food Labeled as Natural or Organic Women 18-34: 130 Women who are engaged: 111 Read Bridal Guide: 113 Read Brides: 125 Magazine types: Bridal: 145 46
Product: Health and Beauty Aids: Diet Control/Eating Habits: Reasons For: Maintain Weight CNN: 115 Travel Channel: 123 Food Network: 110 Product: Household Products: Food Products: Organic foods: Frozen Foods: Graduated college education: 143 No college: 71 Age 18-24: 165 Age 24-34: 137 Women age 18-34: 163 Occupation: Professional and related occupation: 144 Media: Principle Shopper: Age Summary: Female: 18-34 Magazines I (Heavy): 117 Newspaper V (Light): 131 Radio III: 136 TV (total) V (Light): 141 Internet I (Heavy): 140 TV Primetime V (light): 143 MTV: 182 Style: 117 HBO: 112 Showtime: 124 Bridal Guide: 185 Brides: 175 Cosmopolitan: 172 Elle: 147
HHI: $75,000—$149,000: 138 Home Owner: 113
Leisure and Sports: Movie attendance in the last 6 months: Women age 18-34: 125 HHI: $75,000—$149,000: 119 Page 36 Product: Health and Beauty Aids: Diet Control/ Eating Habits : Reasons for: Maintain Weight Fitness Magazine: 136 InStyle Index:130 Shape Index:120 47
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