ADV425 - Big Mozz Final Pitch

Big Mozz

Eat Big Mozz Jianzhe Guo, Carlos Magdaleno, Binaka Norris, Olivia Price

Big Mozz DNA Business Objective Situational Analysis Insight

Agenda

Marketing Objectives Communications Strategy Communications Proposition Media Objectives Creative Activations Consumer Journey Why Go Elite?

Big Mozz

We Understand Big Mozz’s DNA. BRAND LADDER

Brand Essence Big Mozz brings back foodie culture without all the fuss.

Emotional Benefits Big Mozz provides a way for everyone to have an exciting food experience.

Product Benefits Product Features Bigger in size Fresh and natural ingredients Thinner breading Whole milk mozzarella

Easy to prepare More enjoyable taste

Business Objective Big, Better, the Best

Big Mozz aims to expand into the frozen retail market with the same fresh product they’ve made since 2015.

Big Mozz

Food Culture

SITUATIONAL ANALYSIS

“Millennials spend all weekend Instagramming their flat whites and buying up all the avocados in the supermarket.”

Food author Eve Turow-Paul explains, “Previous generations definitely defined themselves by the music they listened to (and drugs they did). But my generation is looking to food — making it, eating it, talking about it, learning about it — as their own form of entertainment and selfexpression.”

Source: Food Network

Turow-Paul continues, “But food has also become a huge part of Gen Y’s self-branding.

We’ve come of age knowing that how we represent ourselves digitally is extremely important. We use food as a representation of our values and personal brand. When you post a photo of your organic kale salad from Whole Foods on Instagram, you’re saying a lot about yourself: that you have enough money to shop at Whole Foods, that you eat healthy food and that you care about supporting organic agriculture.”

Source: Food Network

What is Foodie Culture?

The term ‘foodie’, defined by authors Ann Barr and Paul Levy in 1984, refers to someone who doesn’t necessarily know their food but certainly loves it. Food is an authentic connector, and those who enjoy a good meal love it for what it is. This authenticity made foodie culture incredibly popular.

However, we are now living through the full commercialization of this “amateur gourmet” food culture. This is where the millennial stereotype resides.

“Much of millennial consumer culture is about our instinctive sense of precarity, our allergy to corporate signifiers, and our formless urge to be good people who won’t screw up the world all over again. But the food market adapted, of course, and continued to take our money, though selling us different values.

Transparency, authenticity, good health, convenience, anti-snobbery—all now available at Sweetgreen!”

Jo Livingston, “What Was The Foodie?”

Millennial foodie culture is considered ingenuine, inaccessible, and commercialized.

Therefore, the pretentious Millennial foodie is born.

Big Mozz

What Does The Category Look Like?

SITUATIONAL ANALYSIS

Mozzarella sticks is the second largest category of frozen foods. There are three major players in this category, but their products are not much different, and the taste is relatively simple.

Big Mozz's products are of better quality than those of the major players and come in variety of flavors, providing consumers a better choice.

Category Research

Big Mozz has the opportunity to leverage the changing dynamics in the frozen snack industry by establishing itself as a brand characterized by versatility and innovation.

Consumer Trends No single dominant frozen snack, only 16% reporting lack of engagement

Differentiation Flavors, textures, Ingredients, cooking methods

Market Dynamics Collaborate with distributors or other food brands

Versatility + Innovation Global flavors, functional packaging, new preparation methods Source: Mintel

Big Mozz

Who Are Millennials?

SITUATIONAL ANALYSIS

Millennials are the “foodie” generation.

66% of Millennials call themselves “foodies.”

Source: YPulse

Millennials love exciting food experiences.

They call themselves “thrill-seekers who crave heightened eating experiences such as intense flavors and extreme textures.”

Source: Center for Culinary Development (CCD) and Packaged Facts

To get through financial crises, Millennials opt to spend on experiences instead of expensive material goods like houses or cars. As a result, food has become a new status symbol and a form of social currency.

Millennials see food as an attainable luxury.

Source: YPulse

Big Mozz

Millennial Online Habits SITUATIONAL ANALYSIS

Millennials want online brands that feel human.

Millennials want brands to be: trendy (33.7%, 134.7i) funny (24.6%, 128.8i) smart (52.6%, 112.6i) Source: GWI

Online Purchasing Drivers

25%

20%

Millennials love to buy online.

15%

10%

They are looking for environmentally-friendly, exclusive, and beautiful brands.

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Millennials choose social media to connect with brands.

82% of Millennials use social media to interact with brands or retailers, 49% follow their favorite brands or retailers via social media and 38% use social media to discover brands.

Source: University of Southern California

Millennials love sharing food content online.

44% of Millennials have posted a photo of food or drinks they or someone else was having on social media.

Source: Televisa Univision

CONSUMER PERSONA

Meet Jamie!

Jamie is a 27-year-old mom and wife. She loves food and values premium ingredients but feels that she misses out on typical food experiences given her busy lifestyle. She wants to be a foodie without engaging in the expensive, pretentious, and time-consuming part of food culture.

Price Conscious 66% of Millennials are price conscious about the food and groceries they purchase.

Loves TikTok

Wants What the Kids Want

Millennials on TikTok are 2.3 times more likely to create a post and tag a brand compared to other platforms.

6 in 10 Millennial parents say their kids are very or somewhat influential when it comes to purchase decisions.

a J m s i e e o W D t a a n h t ?

W Jamie wants to share in all the experiences of being a “foodie” without all the costly, timeconsuming, and pretentious typical food experience.

INSIGHT

Big Mozz

What Are Our Goals?

MARKETING OBJECTIVES

Increased Brand Awareness Enhance recognition of the Big Mozz brand among millennials through strategic marketing initiatives.

Enhance Online Presence Strengthen Big Mozz’s online presence through a well-optimized website, social media marketing, and online advertising.

Improve Shelf Visibility Enhance product visibility and presence on store shelves through strategic partnerships, attractive packaging, and in-store promos.

Get Millennials to remember and buy Big Mozz by letting them indulge in foodie culture without the fuss.

By appealing to Millennials’ foodie nature, we want to present Big Mozz as an accessible way for them to indulge, and bring them back to the true meaning of foodie.

COMMUNICATIONS STRATEGY

Embrace Foodie. The Way It Was Meant To Be.

Millennials seem to catch heat for everything, especially their obsession with food. It’s time Millennials save their good name.

Big Mozz offers the quintessential Millennial foodie experience in an accessible way, so you can wear the foodie title with pride.

COMMUNICATIONS PROPOSITION

Big Mozz

Media Objectives

Big Mozz Business Objective: Increase revenue and brand awareness

#1: COMMS GOAL: Enhance recognition of Big Mozz brand among millennials through strategic and unique marketing initiatives.

KPIs: Achieve a 15% increase in brand recall among the target audience by the end of 2024.

Increase brand revenue by 5% by the end of 2024.

Big Mozz Marketing Objective: Boost social media presence on popular platforms

#1: COMMS GOAL: Position Big Mozz as a trendy and premium product by participating in media features on current food trends.

KPIs: Increase social media impressions and engagement by 35% by the end of 2024

Big Mozz

Gourmet, Gone Easy Foodie culture should be easy and authentic and with new branding, Big Mozz can communicate these key values to the target.

CREATIVE EXECUTION

Big Mozz

Gourmet, Gone Easy

Rebranded slogan for millennials seeking a foodie experience without complexity or cost. It seamlessly communicates Big Mozz's promise of gourmet flavors made effortlessly accessible.

REBRANDED PACKAGING AND BRAND TONE

Packaging Mockup

FRONT

Packaging Mockup

BACK

Packaging Mockup

LEFT AND RIGHT FLAP

Big Mozz

Mozz Stick Mania U.S. Tour Coming to a city near you!

CREATIVE ACTIVATIONS

Big Mozz

Mozz Stick Mania U.S. Tour Coming to a city near you!

Mozz Stick Mania Tour embodies accessibility by taking the delightful Big Mozz experience directly to communities across the nation through an inclusive food truck tour, with its final stop in Plymouth, Wisconsin – the cheese capital of the world.

CREATIVE CAMPAIGN

Big Mozz

Mozz Stick Mania U.S. Tour

CURRENT SITUATION Catering/Bookings Events/Festivals

Coming to a city near you!

CREATIVE CAMPAIGN

Big Mozz

Mozz Stick Mania U.S. Tour

Nutmobile, Planters

Coming to a city near you!

Weinermobile, Oscar Mayer CREATIVE CAMPAIGN

21M Views 451k Likes

Big Mozz

Intrigue Humor Shareability Viral Potential

Mozz Stick Mania U.S. Tour

Difference?

Experience.

Coming to a city near you!

CREATIVE CAMPAIGN

Big Mozz

Big Streaming

I can sell more than 600 pounds a day !

China leads the global market in social media marketing strategies.

In China, food trucks live-steaming is a very popular idea. Number of people food truck can physically reach is very limited. Therefore, food truck owners chose to live stream their food trucks to show how they work. Thus, they can attract more customers on social media platforms, and promote people distant away to actually come to their food truck to buy their foods.

This also allowed them to interact with audiences and give out real-time promotion.

We want to bring this idea to Big Mozz and make it better.

TikTok Videos + Live Streaming + Sampling Appears on local retail channels + events 514K

19.1K @Bigmozz Big Mozz comes to Syracuse! #mozzarella stick #bogmozz #food truck #syracuse Never Gonna Give You Up

9.81K

Increasing awareness Demonstrate local purchasing channels Dispel people's distrust of frozen food

Big Mozz 1145.41k likes

follow

Tadokoro kōji More cheese falls!

Giga Chad Where can i get them?

@Bigmozz

Mozz Nuggets (1 PACK)

Big Mozz comes to Syracuse! $54.99

#mozzarella $34.99 stick #bogmozz Order Now #food truck #syracuse Add Comments Never Gonna Give You Up

Live streaming + TikTok Shop Big Mozz can be a pioneer in live streaming marketing: Emerging concept in the American market The food industry has not yet involved in this area Experience can be referred from the Chinese market

Local celebrities can be invited to appear on videos and live streams to endorse Big Mozz.

Guo in Paris 1Million likes 71K shares

Big Mozz

Mozz Stick Mania U.S. Tour Coming to a city near you!

Big Idea By taking an ongoing, in-person activation and simultaneously using that effort for social content with enormous viral potential, Big Mozz can see exposure beyond Brooklyn, beyond LA, and become a recognizable figure worldwide.

CREATIVE CAMPAIGN

Big Mozz

Social Campaign Strengthening Big Mozz’s online presence through social media marketing.

CREATIVE ACTIVATIONS

Big Mozz

1) Influencer Marketing

#GourmetGoneEasy

Leverages the relatable and authentic appeal of influencers to showcase Big Mozz's ease of use and affordable gourmet experience, resonating seamlessly with the target audience's desire for simplicity and trenddriven recommendations.

SOCIAL CAMPAIGN

Big Mozz

1) Influencer Marketing

#GourmetGoneEasy

Sponsored Posts, DIY Recipes, Giveaways, Promo Codes, & Afflilate Links SOCIAL CAMPAIGN

Big Mozz

2) UserGenerated Content #GourmetGoneEasy

Taps into the authentic experiences and creativity of the millennial audience, fostering a sense of community and relatability around Big Mozz, and amplifying the product's appeal through genuine and diverse perspectives.

SOCIAL CAMPAIGN

Big Mozz

#ShowHowYou Pull invites consumers to show off that gorgeous cheese pull!

That cheese pull doesn’t just come from the food truck.

Through this social activation, people will see the quality of Big Mozz’s retail product by watching real people show off the cheese pull.

#ShowHowYouPull

SOCIAL CAMPAIGN

Big Mozz

Mock-Up

#ShowHowYouPull

SOCIAL CAMPAIGN

Big Mozz

Reclaim Foodie An influencer-led CTV campaign showing that Big Mozz loves Millennial food culture.

CREATIVE ACTIVATIONS

Big Mozz

By leveraging the power of comedy and deep consumer insights, we reach Millennials looking to reclaim foodie.

Through CTV advertising, we will reach Millennials when they want to be entertained.

By explaining how Millennials can authentically reclaim the foodie title with Big Mozz.

Reclaim Foodie

CTV CAMPAIGN

Big Mozz

Mock-Up

Reclaim Foodie

CTV CAMPAIGN

Big Mozz

Big Mozz’s Little Foodies Millennials buy what their kids love, so getting Gen Alpha involved with Big Mozz is key.

CREATIVE ACTIVATIONS

Big Mozz

Raise the next generation of foodies with Big Mozz and exclusive online content.

In Big Mozz Boxes, QR codes will lead scanners to the Little Foodies site, where Gen Alpha will find an exclusive cooking video from their favorite YouTube personalities like Ryan Kaji.

In addition, Little Foodies members will get discounts on Big Mozz products and see other content on the Little Foodies website.

Little Foodies

LITTLE FOODIES

Big Mozz

Where Do These Ideas Fit? Our creative activations meet Millennials during every step of their purchase journey.

CONSUMER JOURNEY

Awareness Mozz Stick Mania User-Generated Content: #ShowHowYouPull Influencer Campaign

Consideration

Conversion

Mozz Stick Mania Reclaim Foodie

Mozz Stick Mania Little Foodies

CONSUMER JOURNEY

Retention Little Foodies

Big Mozz

Why Choose Elite?

Our omnichannel approach reaches Millennials at every step of their purchasing journey, fueled by deep insights and true love for Big Mozz. We also remain budget-conscious by providing large-scale and smallscale activations.

C e o W v t e a r ed h W Millennials want foodie culture the way it was meant to be.

Millennials will see Big Mozz as an accessible and fun way to get involved in food culture through our creative activations.

Big Mozz will be a household name by being authentic, honest, and delicious.

Big Mozz

Let’s embrace foodie.

Thank You!