Skippy Peanut Butter is one of America's favorite Our Campaign Goals are:
brands of peanut butter averaging 90 million jars 1) Reposition Skippy as a fun children's snack
sold annually. Although Skippy Peanut Butter food
sales have been consistent over past years, Skippy 2) Build awareness, create interest and encourage
is not the leading competitor in peanut butter. It adoption using a circus themed campaign
is time to refresh Skippy Peanut Butter's 3) Introduce our new jar shape to alleviate faults
advertisement campaign and surpass our with the current jar
competitors in peanut butter sales across
America. The solution we're providing in children is that
they're influencers, the ultimate users of this
5-11 year olds are key to revitalizing the Skippy product and the next generation in consumers.
Peanut Butter ad campaign. Restrictions for They will value the deliciousness of a Skippy and
advertising to this age demographic have created Jelly sandwich. We ensure taking this route will
problems in the past, but these restrictions made allow for flexibility and longevity. Through our
for more creative ways of reaching our proposed new circus themed campaign we will turn Skippy
target audience. Skippy’s future success hinges on into a product that gets children involved and
children and are not only the key to increasing makes their snack food experience enjoyable!
sales now, but in the future as they grow up and
pass Skippy along to their children. Multi-media is key to reaching our target
audience. Our media plan utilizes multiple ways
to both actively and passively involve children.
Through our Phase I Introduction and our Phase
II Reinforcement, our Skippy Peanut Butter
Campaign appeals to children on many different
media levels including broadcast, print, outdoor,
non-traditional, internet and buzz.
Industry Trends 2
Brand Overview 4
Positioning and Targeting
Target Market 6
Target Market Profile 7
Positioning Strategy 8
Creative and Media Strategy
Creative Strategy 9
Media Plan 10
Creative Executions 11
Peanut Butter is one of eight segments of the Snack Food industry that accounts for over $25
billion in revenues1. The Snack Food Industry, which in its maturity stage has grown at a modest
pace of 1.8% and has remained successful with continued product innovation2. This slow growth
has several contributing factors:
“Health Conscious” Consumers
The current snack food market is comprised of an assortment of chips, nuts, and peanut butter. All of these
products are high in calories, fat content, and sodium which consumers today realize can have negative effects on
your body and overall health. Although, consumers are moving away from this market, people are continuing to
purchase products in this category.
Fast Paced Lifestyles
People today are as busy as ever before with work, school, family and friends. The advanced technology has aided to
this phenomenon with the abilities to communicate with people, make purchases, and entertain us with the idea
that faster is better. This fast-pace lifestyle has had an effect on our eating habits. We don’t have time to sit down and
have a huge breakfast as a family or all have dinner around the table. People want food options that are quick, easy
and have the option to be on-the-go. This gives the current peanut butter manufacturers to innovate new, alternative
packaging to these individuals on the go.
Separate but Equal
Peanut butter is a commodity that most consumers don’t think twice about. Because of this, there are always price
wars occurring between the major players. The cost is nearly the same among all brands and therefore, there is no
way to raise the price to bring in new revenue. The only option to increase revenue is through market share.
1. “Snack Food Production”. Date retrieved: March 29, 2010. <http://www.ibisworld.com/industry/default.aspx?indid=271>
2. “Snack Food Production”. Date retrieved: March 29, 2010. <http://www.ibisworld.com/industry/default.aspx?indid=271> 2
All peanut butter on the market must be made with 90% peanuts which means that there is little room for differentiation
among formulas. There are slight differences between the brands and the types they offer, however each peanut butter is
slightly similar in the position they are taking. We have come to the conclusion that all, including Skippy, are targeting
Jif is owned by J.M Smucker Company and focuses their campaigns
around Mom’s, using the tagline “Choosy Mom’s Choose Jif.” Their
website plays along with this elaborate strategy, featuring recipes for Generic Brands
mothers, and contests to stoke the competitive fires of every mom Generic Brands focus
who is assigned kitchen duty. Jif’s catchy slogan and advertisements on price and has shown
entice that Mother’s choose Jif because it the healthiest and best to be a profitable
option for their child3. strategy. Peanut butter,
to the non-brand
Peter Pan loyalist, is just peanut
butter with no added
Peter Pan is owned by Conagra and is a nostalgic brand that appeals value. The generic
to the kid in you who doesn’t want to grow up while simultaneously brands are able to tap
appealing to your wallet. After a salmonella scare in 1996 Peter Pan into this price sensitive
was pulled off the shelves. Ever since they’ve been struggling to market.
recreate their brand as one that the “whole family” can enjoy. Their
most recent tagline is “Spreading Childhood Memories” which
reinforces the nostalgia of the brand4.
3. “History of Jif”. Date retrieved: March 23, 2010 http://www.jif.com/aboutjif/aj_history.asp>
4. “Peter Pan”. Date retrieved: March 23, 2010 <http://www.conagrafoods.com/consumer/brands/getBrand.do?page=peter_pan>
Skippy is currently targeting families. There is a huge lack of
Target Audience: direction in terms of their target market based on demographic
and psychographic segmentation. Their advertising and new
product innovations differentiates them from competitors but
Families they still don’t have a position that appeals directly towards a
single target audience.
Skippy has made several attempts to spark interest and gain market
share in the past few years. Hopping aboard the health trend, in
2005 the brand introduced several “better for you” products with
Skippy Trail Mix bars, Skippy Natural Peanut Butter Spread and
Skippy Squeeze Stix5.
In order to build product interest, Skippy promoted a competition
to find “America’s Nuttiest Family.” The online contest offered
$20,000 in prizes, playroom equipment, digital video recorders, a
karaoke machine and a year-long supply of Skippy. This was a tactic
to reach families in general, but again there was no specific
The current product includes traditional
packaging, with an overall theme of the
color blue. The label contains nutrition facts
and can sometimes include a coupon or Fuel the Fun
promotion for the product.
5. “Peanut Butter Brands Go Nuts”. Date retrieved: March 10, 2010. <http://www.brandchannel.com/features_effect.asp?pf_id=460> 4
•Health Conscious Consumers
•Innovative Jar Develop New
Package Styles Utilize •On-The-Go Individuals and
•marketing tactics to improve
reach and effectiveness of •Other Competitors Competing
advertising to Gain Market Share
•High Brand Awareness •Slogan
•Some Brand Loyalists •Lack of Marketing/Advertising
•Effective Website (recipes, •No Specific Target Market
history, info about product)
•Ineffective Reach of Target
•Established Company and Place Market
in the Market Place
•Lack of Real Positioning
•Accessible in Any Grocery Store
We are going to be targeting Children ages 5-11
Targeting peanut butter to children will develop life long Skippy users and brand
loyalty as they grow-up. Although children do not have any buying power at this
age, children do have a large influence over what their parents are buying at the
grocery store. If we can get children to grow up on Skippy and become lifelong
users, we will have every age group purchasing Skippy.
Longevity is Key
The brand will grow from generation to generation 6
The ideal consumer based on our
target would be:
Children are best defined as imaginative,
Boy or Girl youthful, excited, inquisitive, and are
Middle Class Family constantly asking questions. They love to
know what is going on and love to be
Interests: sports, video games,
coloring, school involved, especially when it comes to
Values: Acceptance, achievement,
affection, confidence, creativity,
curiosity, enthusiasm, family,
happiness and playfulness. 7
Skippy's current campaign "Fuel the Fun" is centered around family values, nutrition,
interaction and the development of new products. The problem here lies in the fact that
adults are set in their ways, motivated by price, have restricted usage and view all peanut
butter the same way.
Our new positioning aims at children ages 5 to 11 years old. The solution we're providing in
children is that they're influencers, the ultimate users of this product and the next generation
in consumers. They will value the deliciousness of a Skippy & Jelly sandwich. We ensure
taking this route will allow for flexibility and longevity. There's flexibility in this campaign by
being able to move past the campaign itself by creating TV shows, and stuffed animals that
represent Skippy. Longevity starts where life begins, with childhood, and creates life long
Our positioning statement entails the following: "Skippy is the best peanut butter because it's fun to
eat and I love the taste! It provides a ton a peanutiness in every jar!"
Our kid friendly tag line will be"Yippy for Skippy!" which is how our consumers
will respond after taking a bite of our delicious Skippy Peanut butter.
Characters: With the circus theme exemplifying the brand, we'll have six specific characters with the
ability to branch out and encompass the brand as their own entity. The characters are Chunky the
Elephant, Creamy the Lion, Nutty the Clown, Pea and Nut the Monkeys and Honey the Bear.
New Jar: Our new jar concept deals with the issue in most peanut butter jars which is the ability to
get the peanut butter out of the bottom without getting peanut butter all over your hands. To solve
this problem we are implementing a shorter, wider jar to ensure ease of access. Additionally, the new
label on the jar will be fun and intriguing and interactive. The label will be a peel off coloring sheet.
Later in the year, as we get to the co-op the back label will become contest information.
This media plan is based on the frequency of exposure and reach of children that each medium can deliver. Phase I attempts to build awareness of the
new positioning for Skippy using television, outdoor structures, internet, and other non-traditional means to communicate to our target audience.
Phase II reinforces and enhances the awareness and interest that children will have for Skippy. All of the aforementioned mediums will be continued
along with introducing magazine ads, a partnership with the Ringling Brothers, video games, and an art curriculum. All of the months that these
mediums have been assigned to run are based on how children are exposed to the mediums. For example, the art curriculum runs during the school year,
the outdoor ads during the warmer months, and the grocery store during the time where kids are not in school. When kids are not in school, they
typically go shopping with their parents and therefore would be exposed to the advertisements.
Broadcast- Television Commercial
Media Vehicles Disney
Channel, Nickelodeon, PBS
Kids, Warner Bros and Cartoon
Timing Phase I- Begins in
August and runs on a
throughout the campaign. This
ad will air Monday through
Friday 7:00 am - 9:00 am and
2:00 pm-4:00 pm, and Saturday
and Sunday 7:00 am - 2:00 pm.
Rationale As children spend a
good majority of their time in
front of the television,
entertaining commercials are
an effective way to reach our
target audience. The
commercial takes an emotional
appeal enhancing the
imagination in children.
Go to http://www.youtube.com/watch?v=-MBOZRGBTMw to view 11
this animated storyboard.
Print- Magazine Ads
Scratch N Sniff Ad
Media Vehicles Sport Illustrated
Kids, National Geographic Kids
Timing Phase II- November -
January and May-July.
Rationale This scratch n sniff ad
will be an effective way to reach
children by breaking the clutter of
normal ads and exposing them to
the smell of Skippy Peanut Butter.
Print – Magazine Ads
Coloring Page Ad
Media Vehicles Family Circle, Sunset , Good House keeping and Parenting.
Timing Phase I- August -October and February - April
Rationale This ad will run in parenting magazines in order to increase awareness to the parent about the product. The ad will be made out
of cardstock so it is easy to tear out and makes for a solid coloring surface for the child. These types of adult magazines are always sitting
around the house and in doctors offices. Not only are parents reading them, but children are looking through the ads and pictures as well.
Outdoor – Life Size Circus Characters
Media Vehicles In and around parks, schools and playgrounds
Timeline Phase I- June - September
Rationale The outdoor aspect of the campaign aims to target kid's when they are
not at home, but out playing. This is a very cost-effective and effective way to reach
our demographic. The characters are a primary aspect of our new circus themed
campaign. They'll generate buzz and excitement in the new launch of the campaign.
Additionally, they'll see our new fun "Yippy for Skippy!" tagline and label.
Non-Traditional-Grocery Store Interaction
Local Grocery Stores
Phase I- June – August.
Phase II- December -
This is not implemented
very often but has been
Located on children’s grocery
proven to be effective. This carts will be a sign that reads
is an interactive activity for
children to participate in by “Can you find our trial of
helping Pea and Chunky
find his peanuts! The trial Throughout the store there will
will lead the child to the be a trail of peanuts leading to
the peanut butter aisle. Children
shelves of Skippy Peanut
will be enticed to follow the trail
Butter. and bring their parent straight to
Co-op Advertising – Ringling Brothers Circus
Media Vehicles Skippy Jar, Online
banner ads, and peanutbutter.com.
Timing Phase II- October - June
Rationale The Ringling Brothers Circus
is well known and travels across the
country every year from December to
August. Because of our new Skippy Circus
campaign it only made sense to partner
with “the greatest show on earth!”
Fifty lucky winners from October until June will receive a pair of
tickets to the upcoming Ringling Bros and Barnum and Bailey
Circus appearing in their corresponding towns as winners are
announced. On the back of each Skippy jar during this time
period will be a promotional label to encourage users to visit the
Skippy website and enter to win tickets.
Along with the contest, Skippy will be provided with a
designated area at each circus showing to promote the product.
The Skippy Circus characters will also make an appearance to
interact with children.
Internet Advertising Banner Ad
Webkinz.com, ClubPenguin.com, Disney.com, NeoPets.com, kids.yahoo.com,
addictinggames.com, peanutbutter.com and AOLkids.com,
General: Phase I- July – September. Phase II- January – March, July - September
Co-op: Phase II- October – December, April- June
The general banner ad starts out in the awareness phase of the campaign getting
out the new look, message and characters. The co-op banner ad focuses and draws
in the target audience with a contest. The banner ads have the potential to flash,
however can stand alone. Although networking sites are very popular and
successful forms of advertising, these are the effective and entertaining equivalents
for children on the internet.
Co-op Banner Ad
Buzz Advertising- NeoPets
Media Vehicles Partnering with
Timing Begins in July and runs on
a continuous schedule throughout
the campaign. Neopets will start
during summer when children are
out of school and have the time to
play the game. It will be an ongoing
strategy because of it's simplicity
and easiness to be maintained.
Rational NeoPets, with almost 180
million users, is an extremely
popular kid's social networking site Children will have the option to feed their pets Skippy
with a fun twist where kids interact pizzas, have them sleep in Skippy beds, and even have their
through their personalized pets. In neopet be an actual Skippy circus character!
this website we find that there are
options for product placement in
the current peanut butter items,
now Skippy peanut butter items. Total Owners: 179,355,296
There is the ability for children to Total Neopets: 263,508,926
create their own Skippy circus Neopets per Owner: 1.469
characters and play Skippy games. Pagev iews: 887,042,100,000
Buzz Advertising- Art Curriculum
Media Vehicles Participating elementary and Skippy will sponsor a year-long art curriculum in elementary schools
middle schools across the US. Teachers K-6 will implement a 40 minute art lesson per
week on different projects that Skippy will provide for each grade level.
Timing Phase II- October - May These lessons will be fun, engaging and educational, allowing students to
Rationale An Art Curriculum is a great way to develop their drawing skills and expand core-learning skills that prepare
actively engage children with the brand. It will them for future artistic and academic success.
successfully communicate our new position that
Skippy is fun. It will also provide schools the Students will be given monthly projects, of which would incorporate Skippy
funding to continue art classes. Peanut Butter in some way. A few examples are as follows:
Lesson 1: POP ART
Different techniques of Andy Warhol and other pop artists
• Create an art piece that reflects the unique pop art style, while adding
your own personal touch
• Incorporate Skippy into artwork
Lesson 2: MUSIC
• History lesson on music
• Write jingle for new Skippy commercial
• *Adapt requirements to fit lower grade level
Lesson 3: PAINT
• Lesson on primary colors and blending
• Create your own Skippy circus using different painting techniques
Depending on the student’s grade level, certain criteria for each project
must be met in order to qualify for the end of the year Art Contest.
Students will choose one project they created throughout the year to
submit to the Skippy Art Board. Winners will be featured on the Skippy
website and will also win a trip to the Ringling Brothers Barnum & Bailey
Buzz Advertising- Video Game
Concept: Strategy Game Media Vehicles addictinggames.com,
kids.yahoo.com, aolkids.com, peanutbutter.com
Storyline: The fun character, Nutty the Clown, is on Timing Phase I; Aug.-Nov. & June-Sept.
a daring rescue to try and locate the other members
of the Skippy Circus, from the evil anti-peanut lover Rationale This a fun interactive way to get
children involved with the product. They’ll be
Mr. Burns. There is no second player available for
visiting these game sites daily therefore it is a high
reach and frequency.
Specifics: The player taking on the role of the main
protagonist of the series is Nutty. The objective is to more and more immune from dying, or having to
race through Mr. Burns' circus avoiding his start from the beginning of the level. Moreover,
antagonistic measures of trying to stop Nutty in his when Nutty collects 25 peanuts throughout the
tracks. Mr. Burns will set up quick sand pits, rings of circus he is able unlock the secret Skippy peanut
fire, and foods that make you sick to collectively butter gun. This gun can be used to stop the evil
prevent Nutty from rescuing the members of the Mr. Burns in his tracks.
Skippy circus. If Nutty falls for any of Mr. Burns'
traps, then he shall have to start from the beginning The game consists of eight levels with four sub-
again. levels in each world. In addition, there are bonuses
and secret areas in the game. Most secret areas
Along the way there will be hidden peanuts that contain more peanuts for Skippy to collect, but
Nutty can find. Upon acquiring any additional others may contain "secret closets" which allow
peanuts from the three peanuts that Nutty has to Skippy to advance to later levels in the game,
begin with, they give him an extra peanut of skipping over earlier ones.
immunity. What this means is that he becomes
Buzz Advertising- Magnets
Media Vehicles Magazines and
local grocery stores.
Timing Phase II- Begins in
November and runs on a
throughout the campaign.
Rationale Magnets are a great
way to reinforce our product in
the home. It will be a constant
reminder of the product,
consumers will subconsciously
always be looking at the Skippy
logo and characters when they
are near or around their
These magnets will come in a full sheet and will be bundled with select
magazines and will be give out at grocery stores. The letters S-K-I-P-P-Y
contain the circus characters.
The ultimate success of our campaign lies within its
flexibility and longevity. We hope to extend the creation of
our characters through other pathways, such as television shows,
making them more than just a face for Skippy, but a lifelong friend
to our consumers. All of our advertisements come together to
generate a cohesive campaign, leaving children engaged and
begging their parents to buy Skippy Peanut butter until they are
able to buy it for themselves.
innovation. success. longevity
AxioMedia is a unique company comprised of marketing strategists and
advertising creatives. The combined efforts our company provides results in the
fusion of message and image in an innovative and effective campaign. We
emphasize the importance of brand equity and ensuring longevity through
evolving trend for our client’s success.
Our unique composition of creative and business like minds allows us
to provide you with the best possible outcome. We have become the
established rule of advertising agencies. We lead by truth and example
in our campaigns.
We become the voice between your company and the world.
We use media specifically to reach your target audience and
ensure the success of your brand.
Jenna Millan Cassie Muntz Sebastian Valmont
Naz Isik Megan Washburn Carina Polini Lauren Muegge
innovation. success. longevity. 24
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