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.
5%
ly
nt e en ta m ro n
en vi
ex cl
us iv
e
lly
fri
co
sth et ae al
su vi
en d
nt
ic s
ny pa
ith ot w -b
at ch e liv
co m
de le
co l an d
lic k
Source: GWI
"c
"b
uy "b ut
to n
ct "
on
so
liv er
y
ci al
0%
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!