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Overview of Q2/Q3 Creative Brief

Overview of Q2/Q3 Creative Brief. Assignment : Drive HHP among new users and increased buy rate among existing users. We will do this by THINKING BIG and reinventing what MorningStar Farms stands for as a brand and celebrating the important role it plays in her life.

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Overview of Q2/Q3 Creative Brief

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  1. Overview of Q2/Q3 Creative Brief • Assignment: Drive HHP among new users and increased buy rate among existing users. We will do this by THINKING BIG and reinventing what MorningStar Farms stands for as a brand and celebrating the important role it plays in her life. • Consumer Target: Food Forward women, ages 18-49, looking for variety and excitement. • How will we address this tension/opportunity: Integrated mix of on and off-line brand touches/experiences. We must convince her that our food fits her lifestyle because it contains healthy and recognizable ingredients and offers amazing variety and versatility to keep her meals inspired, fresh, and worth eating. • SMIT: MorningStar Farms is good food that brings life to your healthy eating options. • RTBs: Morningstar Farms makes great tasting food created from recognizable ingredients such as black beans and chickpeas. With over 30 products and 600 recipes, MSF gives you endless possibilities to discover something new and exciting. • Tactics: OLV, OLM, Print, Owned, Sampling, PR • Considerations and Mandatories: • Hero Products: Spicy Black Bean Burger and Mediterranean Chickpea Burger • Secondary products to consider: Buffalo Chik Patty, Roasted Garlic & Quinoa Burger, Pizzas • Must ladder up to existing Fresh Take campaign idea (reference Modern Food animatic for tone and imagery) • Incorporate historical fat claims into executions when and where appropriate • Consideration: show our foods within social eating occasions to reinforce lifestyle fit and communicate that it’s food worthy of sharing • Look/tone/feel should be inviting and modern. Brand voice should be conversational.

  2. Modern Food Animatic

  3. Q2-Q3 2014 • OLM – More Ways to Eat Smart • May-September • OLV – More Ways to Eat Smart • May-September • Print – More Ways to Eat Smart • June-September • Website – More Ways to Eat Smart • Social / KRM / Search • Sampling • 9 events in 8 key markets* • FSI – 6/29 drop ($1/2) MSF.com OLM Print OLV KRM FSI Sampling Tour *Additional in-market one-offs TBD

  4. OLM • 12 Veggie Burgers • Brand Recognition +27 over Kellogg Norm • Brand Buy Next +15 over Control (+20 with Food Forwards) • Ad has several key strengths: • Convincing • Healthy/Good for you • Appetizing • Variety • Rich in protein • Unit demonstrates the ability to perform well in an in-market, cluttered environment and scored strongly on measures related to long-term brand impact.

  5. OLV - Share

  6. OLV – Every Now And Then

  7. Print • 12 Veggie Burgers • On par with Brand Recognition Norm (+5 with Food Forwards) • No lift with Brand Buy Next Norm (+3 with Food Forwards) • Currently working on changes to improve the ad • Clearer and larger font

  8. Sampling Tour • 9 Events in 8 Target Markets: • Denver: Boulder Creek Fest, May 23-26 • San Francisco: Sunset Magazine Celebration Weekend, May 31-June 1 • Denver: Vail Farmers Market, June 15 • Chicago: Gold Coast Art Fair, June 21-22 • Will include additional PR activation • Philadelphia: Welcome America, 4th of July weekend • Will include additional PR activation • Boston: The Revere Beach Sand Sculpting Festival, July 18-20 • New York: Summer Streets, August 10 • Will include additional PR activation • Minneapolis: Target HQ/Nicollet Mall Farmers Market, August 21 • Detroit: Arts, Beats & Eats, August 29-September 1 • Tour Menu to feature Spicy Black Bean Burger, Mediterranean Chickpea Burger, Roasted Garlic & Quinoa Burger, and Buffalo Chik Patty

  9. PR • Goal: Increase consumer awareness and trial of MorningStar Farms products through two focused efforts: • Innovation • Clever Girls Partnership • Host “Guilt-Free Girls’ Nights” with influential lifestyle and health bloggers • Create custom recipes • Share photos and recipes on blogs and social channels • Coupon seeded on Facebook • Sampling Tour will be featuring the Roasted Garlic & Quinoa Burger, and will periodically do a “secret menu” sampling of the SS Pizza • Sampling Tour • Local Event Amplification in Chicago, Philadelphia, and New York • Tap built-in event PR support • Secure earned media coverage • Local Celebrity Integration (ie, Philly chefs Rich and Kate Jacoby of Vedge or Kevin Spraga of Spraga) • Create custom recipes • Host on-site cooking demos • Conduct local media interviews

  10. Social/KRM • Content driven social calendar • Facebook: Build Brand Story • Twitter: Deliver Provocative Food Truths • Pinterest: Organize Recipes to Fit Her Life • Instagram: Visualize Lifestyle and Events • Leverage internal Kellogg’s resources with KRM emails and Kellogg’s Family Rewards offers

  11. House Party • Repeat of successful 2013 campaign • House Party to design a highly targeted campaign to find and activate 3,000 party hosts: • Food Forward MSF advocate women, age 25-54 • Party kits will include VIP Coupons, Aprons, Oven Mitts, Tote Bags, and Frisbees • Campaign tab set up on MSF Facebook page • Very effective campaign with Walmart shoppers

  12. Veggie: 2014 Integrated Experience Plan 12

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