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BOOMCHICKAPOP
BOOMCHICKAPOP
BOOMCHICKAPOP
BOOMCHICKAPOP
Natasha Brower | Emma Behrens | Mollie Wiener | Taylor Rao | Maria Buitrago
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Boomchickapop
Table of Contents
Ampersand
Situation Analysis
Research
Brand Value Proposition
The Big Idea
Creative
Media Objectives
Media Choices
Media Scheduling and
Budget
Brand Activation
Marketing Recommendations
Evaluation
Creative Brief
Endnotes
Team Bios
Selected Survey Responses
3
4
10
11
14
15
23
24
28
30
32
33
34
35
36
38
Executive SummaryBoomchickapop is healthy, vegan, low-calorie, and conveniently
pre-popped popcorn snack. Our mission? To increase awareness
of Boomchickapop’s yummy goodness in our target market
of women ages 35-49. To accomplish this, we embarked on
a campaign consisting of creative emphasizing an idea at the
heart of the Boomchickapop brand: “Take snacking lightly.” The
Boomchickapop woman cares about her health and fitness, but
still highly values taste when choosing a snack. Our campaign will
focus on all of the positives surrounding having a snack, with none
of the guilt. Boomchickapop will be seen as the snack you won’t
have to worry about, and the one that women will want to share
with their family members and friends.
3
who we are
Ampersand Media is composed of
dreamers and schemers devoted to making your brand shine, whatever the medium.
Our name comes from our consistent efforts to ask, “...and?” What else comes next?
What can else can we do? What can we improve this time around? Ampersand
means a constant focus on evolving, growing, and changing to devise fresh strategies,
innovative ideas, and creative that never fails to pop.
4
Situation analysis
History of Boomchickapop
Co-founders Angie
and Dan Bastian
decide to make
popcorn and
kettle corn in their
kitchen to sell at
local events.
Angie’s grows
into a full-fledged
business, making
80,000 bags of
popcorn a day.
Angie’s rolls out
Boomchickapop
popcorn, now
available in five
different flavors.
OFFICIAL
KETTLE
CORN
OF
THE
M
INNESOTA
VIKINGS!
2001 2004 2014
5
situation analysis
Legal/Regulatory Factors
The Food and Drug Administration is in the process of updating nutrition labels, which
will make make it simpler for consumers to understand what they are eating. Some of
the proposed changes include increasing the font size used to display calories and
standardizing serving sizes. This overhaul can benefit Boomchickapop because they
have already recognized that calories per serving and serving size information can
be a little confusing. Because Boomchickapop has nothing to hide, they list calorie
information on the front of every bag and dedicate an entire page on their website to
an explanation of serving sizes and calorie information.
Sociocultural Factors
Currently, health and nutrition is a focal point in the public consciousness, especially
with the work of First Lady Michelle Obama. This has lead to people looking for
heart-healthy foods, watching fat intake, and looking for less processed foods.
Bookchickapop caters to this sociocultural force by providing consumers with a whole
grain option, zero trans fat, and no preservatives. Added sugar is another problem.
Luckily, Boomchickapop contains no high-fructose corn syrup and no artificial sugars.
Popcorn is also naturally gluten-free, making it the perfect snack food in an era which
poses an increasing reluctance toward eating gluten.
6
campaign objectives
Marketing/Advertising
By the end of our campaign, 75 percent of our target market will be aware of
Boomchickapop, and 50 percent will find value in what Boomchickapop does and have
motivation to purchase its products. In addition, 75 percent of women ages 35-49 will
have been exposed to one of our ads at least four times. Boomchickapop sales will
increase by 10 percent.
Time Frame
Ampersand Media’s Boomchickapop campaign will run for one year, from January
2014 to December 2014, in order to capitalize on the season of New Year’s
resolutions, many of which involve a healthier and more active lifestyle among our
target, and then continue to gain increasing levels of awareness and sales.
7
budget summary
Ampersand Media’s
total budget for the
Boomchickapop campaign
was $10 million. Here’s
how our costs stacked up:
Production: $700,180.86
Print: $4,957,380.00
Out-of-Home: $349,962.41
Television: $1,697,755
Digital: $2,294,721.73
8
what our competitors doOrville Redenbacher’s
Strengths
•	 Wide variety of flavors
•	 Produces both ready-to-eat & microwaveable
products
•	 Sold in more movie theatres than any other pop-
corn brand
•	 Established for 40+ years
Weaknesses
•	 High sodium and fat content
Pop Secret
Strengths
•	 Low calorie content
•	 100 calorie packages
•	 Wide variety
Weaknesses
•	 High in fat, trans fat, and sodium
•	 No ready-to-eat options
Smartfood Popcorn
Strengths
•	 Heavily distributed, especially in vending machines
•	 “Smart” implies it is a good choice
•	 100 calorie pack options
Weaknesses
•	 Higher calorie content
•	 High in fat
•	 Only ready-to-eat option available
Skinny Pop
Strengths
•	 Low calorie content
•	 No trans fat
•	 Non-GMO
Weaknesses
•	 Low appeal to men - don’t want to be “skinny”
•	 Low flavor variety
•	 Not organic
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boomchickapop
Strengths
•	 Low calorie
•	 Vegan
•	 All-natural ingredients
•	 Eye-catching, attractive packaging
•	 Can be purchased online
•	 Donations to breast cancer research
•	 Winner of Cooking Light’s Taste Test
Award
Weaknesses
•	 Relatively new and unknown
•	 Those who are looking for a snack food
may not be interested in something
healthy
•	 May not appeal to men
•	 Not all flavors are available everywhere
•	 Certain flavors contain lots of sugar
(Caramel & Cheddar Mix)
Opportunities
•	 Rise of vegan and gluten-free options
•	 Trend against GMOs
•	 Rise of whole grains
Threats
•	 Purchase hesitation due to economic
concerns
•	 Competition from other snack categories
(fruit and vegetables, chips, etc.)
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Research
Objectives
Primary Research
Secondary Research
1) Determine brand awareness
2) Explore reasoning behind snacking choices and behaviors
3) Find out what women look for in a snack
In order to harvest information about our target market, we conducted survey research
by disseminating a survey to members of the target group online. In addition, Ampersand
Media conducted a series of informal conversations with selected members of the target
market. We then analyzed our results for common behaviors and values in the respondents
and used these discoveries to inform our strategy.
To inform our primary research, Ampersand Media consulted the Simmons database
for insights into the target market and an estimate of the competition. In addition, we
used Boomchickapop’s website and a thorough search on the popcorn and snack food
categories to gain a sense of Boomchickapop’s situation today.
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Brand Value Proposition
Functional
Benefits
Emotional
Benefits
Self-Expressive
Benefits
Eating Boomchickapop
will leave you feeling
youthful, modern, and
above all, healthy. You
will feel good about
yourself for having made
a health-conscious
choice when deciding on
a snack.
Boomchickapop popcorn
is a product that will not
only satisfy your craving
for something sweet or
salty, but it will also give
you energy in the form
of a quick, easy, and
low-calorie snack. With
Boomchickapop, you can
indulge in a tasty treat that
will fill you up with fiber
and whole grains, without
any trans fats.
The Boomchickapop
consumer is fun,
energetic, and a “smart
snacker.” When people see
her eating Boomchickapop
popcorn, they recognize
her to be both health-con-
scious and concerned
about the environment. She
is someone who doesn’t let
snacks make her feel guilty
because she knows what’s
good for her and what
isn’t.
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who we’re talking to
Erica Taylor is a 37-year-old speech pathologist from Fairfield, Connecticut.
However, first and foremost, she is a mom to her five-year-old, Mia. It is very important to
Erica that Mia learn healthy habits. They frequently spend time together outside, playing in
the park and planting a vegetable garden because she wants Mia to learn the importance
of exercise and healthy eating. When Erica is not at work or with her daughter, she enjoys
spinning classes at the gym and ladies nights with her friends. Erica subscribes to Shape
and Family Circle magazines. She doesn’t watch much TV, though her guilty pleasure
show is Dancing with the Stars.
Kelly Preston, 42, is a market research analyst from Ann
Arbor, Michigan. She loves her job and is very career-driven. She spends most of her
time at work, sometimes going out for drinks with coworkers after a long day. When
she’s not at work, she plays on a kickball team with some women from her neighbor-
hood. Kelly is often exhausted when she returns home and doesn’t have a lot of time
to prepare food; however, being healthy is very important to her. After a long day,
she likes to put her feet up and read People magazine with a glass of wine.
Ahono Hall
	 Ahono Hall is a graduate student at Vanderbilt University getting her MFA in
creative writing. She is a teaching assistant for several professors and tutors at the
area high school. Though she’s incredibly busy, staying fit is still important to Aho-
no. To get exercise, she often bikes from her apartment to the university. She likes to
stream Spotify on her phone during her daily commute and listen to her playlists on
shuffle.
PRIMARY
SECONDARY
13
our strategy
The Problem
Boomchickapop popcorn is largely unfamiliar to its target market (women aged 35-49),
which may be due to its inherent appeal to a younger demographic.
Key Insight
From our research, we gleaned that our target includes women who partake in such
activities as cooking for fun, exercising through recreational activity, gardening, and
who ultimately are socially invested in being healthy. Their concern for personal fitness
and nutrition come from a need to be seen as a healthy, active person by their peers.
Brand Promise
Boomchickapop popcorn is tasty, guilt-free, and makes you look and feel
like the healthy person that you are.
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creative strategy
Art Direction
To accurately relate to our target audience and persuade them to “take snacking lightly,” Ampersand elected
to portray the myriad responsibilities and engagements that occupy the thoughts of a woman 35-49. Because
there is no such thing as the “average woman,” Ampersand avoided the use of a specific woman in the ads and
instead used handwritten schedules and artifacts of women’s daily lives to show the viewer that this could be
her. In this way, the visuals superimpose Boomchickapop into each woman’s life. The design scheme of the ads,
including color choices, font choices, and visual composition, all serve to underscore the carefree, fun brand
identity of Boomchickapop. By using lightweight fonts and bright colors, we can effectively connect back to the
big idea, to “take snacking lightly.”
Copywriting
Our mission when writing the copy for our print ads was to show that, even when experiencing a busy day,
anyone can grab a bag of Boomchickapop for a quick and satisfying snack. To fit in with the upbeat energy of
the brand, we emphasize that eating Boomchickapop popcorn is the fun part of any day. Not only that, but we
wanted to communicate the fact that consumers don’t have to worry when munching on our popcorn because of
the low number of calories as well as the simplicity of the ingredients.
Our target audience (women ages 35-49) is constantly busy with their everyday lives, and they don’t have
time to fuss about guilt associated with unhealthy (but tasty) snacks. Our research shows that our target market
values flavor in snacks but also looks for healthier options. Boomchickapop is approximately 35 calories a cup
and is made with natural ingredients.The product offers our target a snack that they can enjoy without thought
as to calories or unknown ingredients. Our campaign strategy focuses on portraying women who have a full
schedule but make time to eat Boomchickapop popcorn. It’s a light snack you don’t have to think twice about.
We want our target to know that Boomchickapop takes snacking lightly--and they should, too.
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print executions
Full-Page
(Better Homes and Gardens, O, the Oprah
Magazine, People, Woman’s Day)
CREATIVEEXECUTIONs
CREATIVEEXECUTIONs
CREATIVEEXECUTIONs
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Full-Page
(Better Homes and Gardens, O, the Oprah
Magazine, People, Woman’s Day)
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Banner, Flash
Animation
(Pandora)
Rectangle, 300 x 250 px
(Pandora)
Digital executions
1
3
2
19
Skyscraper
(Spotify, Yahoo News, msn.com)
Large Rectangle, 800 x 500 px
(Spotify)
1 32
Looking for some upbeat tunes to lighten up your day?
Listen to Boomchickapop’s (Pandora Station/Spotify
Playlist) now and listen to music that sounds as good
as Boomchickapop tastes! Take snacking lightly just like
we do, and don’t forget to check out angiespopcorn.
com or your local grocery store to grab your favorite
flavor of boom.
:15 Internet Radio Ad
(Script)
(Spotify, Pandora)
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Billboard
(Atlanta, Chicago, San
Francisco, Dallas)
Out-of-home execution
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Track: “Huddle
Formation” by The
Go! Team
Voiceover: At
Angie’s, we
know you’ve got
enough to do
today. When it
comes to snacking,
make it a no-
brainer. Angie’s
Boomchickapop
Popcorn is low-
calorie, all-natural,
and comes in
great flavors.
Boomchickapop.
We take snacking
lightly. You
should, too. Find
Boomchickapop at
these retailers near
you, or visit www.
angiespopcorn.
com to order
online.
:30 TV Spot
(Dancing with the Stars, Two
and a Half Men, Criminal
Minds)
22
creative testing resultsAs always at Ampersand, it’s not enough to simply create--we have to ask, “...and?
What else can we do?” The next logical step is testing. It became apparent that few
women in our target market were aware of Boomchickapop. Overall, the response to
the preliminary creative was overwhelming. Respondents found the executions visually
pleasing and appealing. However, some alterations were necessary. Mary Holland,
a Student Organizations Business Specialist at Ithaca College and member of our
secondary market, pointed out that the amount of copy on our magazine executions
was a little overwhelming. With her feedback we decided to trim our copy and
highlight important words within the copy. The commentary that we received during
our creative testing helped us to create advertisements that will attract and interest our
target market.
If I saw a billboard like that on my drive home from work it would really catch my
attention. Definitely not your traditional billboard.
-Barb Masteller, 48
“I like the color scheme of these ads. The first thing I noticed was the
Boomchickapop on the bag. I have never heard of this popcorn but it looks great
and for 37 calories I would definitely try it!
-Traci Wendler, 35
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media objectives
Reach the Target
In this campaign, we work to reach our primary audience of women between the ages of 35 and 49. These
women are driven career women and mothers who are interested in appearing health-conscious and focused
on fitness. Our secondary audience consists of women between the ages of 25 and 34.
Geographic Scope
Our campaign combines national and regional advertisements. We will advertise nationally in magazines,
television spots and with internet radio services and regionally with placements on billboards that will be
located outside of major cities so that our target market can see them on their to and from work.
Message Weight
Becaause Ampersand Media’s target market consists of women who have mostly established roles in their lives
as professionals, mothers, or both; and because the target consists of women who are more socially invested
in their health and fitness, Ampersand has selected a variety of popular women’s magazines to cater to these
women’s interests. In addition, we have chosen to include advertisements in online streaming radio sites like
Pandora and Spotify, which are commonly used for workout playlists or ambient music at work.
Media Strategy
The effective reach for this campaign is 80, with an effective frequency of four, meaning that 80% of the target
market will be reached at least four separate times. The continuity of this campaign will be a combination of
continuous and pulsing. Television commercials will air most heavily in May, as women begin to think about
getting in shape for summer and start looking for healthy snacks. They will also air heavily during the end of
August and the beginning of September, as mothers often do a much of their back-to-school shopping in stores
such as Target, where Boomchickapop is sold. Billboards will be placed outside of cities during the summer
months to catch both the usual women who commute in and out of the city, and to also take advantage of
the extra traffic that may leave the city in vacation periods. Ads will be placed continually in magazines
throughout the year, with different magazines emphasized in different months. Ads on internet radio and
websites will run continuously throughout the year, providing constant reinforcement of the ads women are
seeing elsewhere.
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magazines
Better Homes and Gardens
CIRCULATION: 7,615,581
Better Homes and Gardens, a monthly magazine, helps women bridge the gap between dreaming
and doing by providing approachable content on design, gardening, food, entertaining, and per-
sonal and family well-being. Read by 26.3% of all women aged 35-49, Better Homes and Gardens
is the perfect platform to reach women who constantly seek to improve their lifestyle habits.
O, The Oprah Magazine
CIRCULATION: 2,386,601
O, The Oprah Magazine offers readers style advice, health tips, and tasty recipes, all with Oprah’s
unique spin. By placing advertisements in O, The Oprah Magazine, we reach 16.1% of our target
market in the outlet to which they reach out for food and health suggestions.
People
CIRCULATION: 3,527,541
People is a go-to magazine for the hottest celebrity news and styles. People also offers several spe-
cial issues such as the Half Their Size issue which highlights ordinary people’s extraordinary weight
loss. This issue, with its health emphasis, is often sought out by people conscientious about weight.
People is the number one magazine read by women in our demographic with 39.8% of them hav-
ing read it in the past 6 months.
Woman’s Day
CIRCULATION: 3,311,803
Better Homes and Gardens, a monthly magazine, helps women bridge the gap between dreaming
and doing by providing approachable content on design, gardening, food, entertaining, and per-
sonal and family well-being. Read by 26.3% of all women aged 35-49, Better Homes and Gardens
is the perfect platform to reach women who constantly seek to improve their lifestyle habits.
25
Television
Dancing with the Stars
MONDAY 8 PM - 10 PM (ABC)
Dancing with the Stars offers a carefree and fun way to relax at the end of a long
Monday day back at work. With over 14 million viewers, ads on this show have
incredible exposure to both our primary and secondary audiences. Dancing with the
Stars is watched by 13% of women ages 35-49.
Two and a Half Men
THURSDAY 9:30 PM - 10 PM (CBS)
Two and a Half Men is the most watched show of women in our primary target
market with 15.3% of all women 35-49 watching it weekly. This show highlights the
lives of two adult brothers as they struggle to cohabitate. The absurdist situations can
help women unwind after the struggles of their own busy days.
Criminal Minds
WEDNESDAY 9 PM- 9:30 PM (CBS)
For the inquisitive women in our target market, crime drama Criminal Minds, proves
to be a top-watched show. 13.1% of woman in our primary target market watch the
show weekly.
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Billboards
Chicago
POPULATION: 2,715,000
PERCENTAGE OF TARGET: 3.52%
Atlanta
POPULATION: 443,775
PERCENTAGE OF TARGET: 2.46%
Dallas
POPULATION: 1,200,000
PERCENTAGE OF TARGET: 2.32%
San Francisco
POPULATION: 825,863
PERCENTAGE OF TARGET: 2.64%
We will place billboards outside of major cities where our
market resides including Chicago, Atlanta, Dallas, and
San Francisco. We know that our career-oriented women,
who often have kids and always have tons going on, have
so much on their minds. By placing billboards along their
commute to and from work, we will develop top-of-mind
recognition.
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DigitalInternet Radio
PANDORA
Pandora is an automated internet radio platform that
provides recommended music to listeners based on the
user’s artist selections. We chose Pandora because it
is likely to be used for ambient or background music,
typically in an office or work setting, thus exposing our
target to Boomchickapop.
SPOTIFY
Spotify is a customizable internet radio platform that
allows users to listen to what they want, when they want
it. Spotify enables advertisers to customize audiences
based on demographics, location and music genre, mak-
ing it the perfect way to access our target.
Websites
MSN.COM
MSN is an entertainment website frequented by wom-
en looking for the latest on pop culture and celebrity
gossip. 11.3% of our target market visits this site at
least once a week, making it the perfect location for
social women wanting to look their best.
YAHOO! NEWS
Yahoo! News is a free news site that consolidates all
the latest news on the web. For the career-oriented
woman, it is important to stay current and Yahoo!
News provides a simple place to do so. 28.7% of
women age 35-49 visit Yahoo! at least once a week,
with the many of them using Yahoo! News during
their time on the site.
28
media schedule
29
media budget
30
Brand activation
PARTNERSHIP/EVENTS
Objective: To reach members of our target market and promote the Boomchickapop brand by partnering
with Zumba fitness classes at national gyms (Planet Fitness or Gold’s Gym) as well as host a separate, “movie-in-
the-park” type of event in major cities.
Strategy: Boomchickapop will team up with the Zumba Fitness brand at national gyms to position the product
as a fun, guilt-free snack perfect for after an upbeat workout with friends. Members of the Zumba class will be
able to sample the flavors and receive coupons to purchase Boomchickapop online or in stores.
The “movie in the park” nights will be sponsored by the brand and feature Boomchickapop as the official
popcorn snack of the night. In major cities, we would feature “throwback” movies in outdoor settings as a
nostalgic appeal to our target, and in other areas of the country we would team up with a major cinema brand
to sponsor a current film in theatres and take over the popcorn stand for our target moviegoers.
ALTERNATIVE METHOD
Objective: To inject the Boomchickapop brand into pop culture by the use of a popular network television
show that appeals to our market and features likeable main characters who are similar to our ideal customer.
Strategy: Write a scene for FOX’s “The Mindy Project” where the main character, Dr. Mindy Lahiri catches a
male nurse eating her Boomchickapop snack, which opens up a dialogue about the product and touches on Dr.
Lahiri’s weight and physical appearance –a popular topic of conversation and laughs throughout the plot of the
show.
31
brand activation
EVENT SPONSORSHIP
Objective: Show support by becoming an official sponsor for a women’s race in Minnesota to highlight
Angie’s Popcorn’s philanthropic efforts and connect with a larger audience who supports a healthy and fit
lifestyle.
Strategy: Sponsor the Women Run the Cities event 5K/10K/10MI event organized by the Minnesota
Commercial Real Estate Women (MNCREW). Possible brand activation tactics aside from sponsorship could
include creating an Angie’s team to participate in the run or hosting an outdoor tent at the event to offer
popcorn samples and create brand awareness to participants and other attendees.
BRAND ACTIVATION TIMELINE
32
marketing recommendations
PRODUCT: Introducting single-serving
packages
POSITIONING: Placing
Boomchickapop closer to its competitors
in stores
POSITIONING: Distributing
Boomchickapop in vending machines
33
evaluation
Ampersand’s main goals in the
Boomchickapop campaign are to increase
comprehension by 75 percent, awareness by
75 percent, and conviction by 50 percent. The
comprehension, awareness, conviction, and
sales trajectory estimates correspond with
the media, creative, and brand activation
choices for each month during the yearlong
campaign. We intend to use these figures as
benchmarks to evaluate progress throughout the year, in
order to reach our campaign goals.
34
CREATIVEBRIEF:Boomchickapop
BACKGROUND:FoundersAngieandDanBastianbeganmakingpopcornin
theirMinnesotahomein2001asawaytoteachfamilyvaluesandearnsomeextracashto
startacollegeeducationfundfortheirkids.Theirin-homekitchenexperimentgrewintoafull-
onpopcornbrandfeaturedatoutdooreventsinthearea,andbecametheofficialkettlecorn
oftheMinnesotaVikings.By2004,Angie’sPopcornexpandedintoarealbusinessofferingits
productlineinthenaturalfoodaislesofsupermarketsallacrossthecountry.
WHYAREWEADVERTISING?ToincreasesalesinAngie’sBoomchickapoppopcornbrand
by10percentwithinthenextyear,andtopositiontheproductasaguilt-free,all-naturalsnack.
Wewanttoincreasebrandawarenessby75percentforBoomChickaPopandbreakthrough
theclutterofotherpopcornbrandsandhealthysnacksbyincreasingpurchaseintentamong
ourtargetby50percent.
WHOAREWETALKINGTO?Aprimarytargetmarketofwomenages35-49anda
secondarymarketof25-34.Theidealsnackerisahealthconsciousworkingprofessionalor
full-time“fun”mom.Thesewomenarephysicallyactiveandalwaysonthemoveinboth
professionalandsocialatmospheres.Ourtargetmarketpromoteshealthylivingwithinthe
familyandcaresabouthavingahealthyappearanceinfrontoffriendsandcoworkers.
WHATDOWEKNOWABOUTTHEMTHATCANHELPUS?Thewomeninourtarget
marketmaintainanactivelifestyle.Theykeepahealthygrocerylist,exerciseoftenandliketo
sharesnackswithfriendsandfamilyandspreadthewordaboutthelatesttrends.These
womenuseavarietyofdifferentcommunicationsmediathroughoutatypicalday,whichwill
allowustotargetthemintherightplaceattherighttime.
UNDERLYINGEMOTIONALNEED:Everyoneneedstomaketimeforasnack,especiallya
workingwomanon-the-go.Womeninourtargetmarketareconstantlyonthemoveandwant
tomakeeffortlesssnackchoicesthatfollowalongwiththenaturalfoodstrend.They’re
concernedwithbeingviewedasahealth-consciousindividualbytheirpeersandchoosing
brandsthatrepresentanidealselfimage.
HOWDOESOURBRANDFULFILLTHISEMOTIONALNEED?Boomchickapopisafun
andvibrantbrandwithavarietyofboldflavorsforeachsnackingoccasion.At35caloriesper
cup,snackerswon’tfeelguiltyforbringingabagofAngie’spopcorntosharewithfriendsor
enjoyalonewhileon-the-go.
THESINGLEMOSTIMPORTANTTHINGTOSAY:Takesnackinglightly.You’llfeelgood
aboutsnackingonBoomchickapopwhileon-the-goorbringingabagtoagettogetherwith
yourgirlfriends.Angie’spopcornisafun,vibrantandall-naturalbrandmadewithingredients
youwonthavetothinktwiceabout.
35
endnotesChristensen, Jen and Wilson, Jacque. (2014, February 27). Nutrition Labels Getting a
Makeover. Retrieved from http://www.cnn.com/2014/02/27/health/nutrition-
labels-changes/
Guthrie, Catherine. (2008, March). Is Microwave Popcorn Bad for You? Retrieved
from
http://www.oprah.com/health/Is-Microwave-Popcorn-Bad-for-You
Rooney, Kieron. (2013, October 29). Big Sugar is having its Tobacco Moment. Re-
trieved
from http://www.abc.net.au/news/2013-10-28/rooney-big-sugar/5050114
Schultz, EJ. (2013, May 29). Pop Psychology: Ready-Made Popcorn Gains On
Microwave Brands. Retrieved from http://adage.com/article/news/ready-made-
popcorn-gains-microwave-brands/241686/
36
meet ampersand mediaNatasha Brower
Hometown: NORWICH, NY
Preferred Boom: CARAMEL AND CHEDDAR
Next Big Move: Traveling the world post-
undergrad (especially Central and South
America)!
Emma Behrens
Hometown: STRAFFORD, VT
Preferred Boom: SEA SALT POPCORN
Next Big Move: Running away to do
Marketing and Public Relations with
international youth circus, Circus Smircus!
Maria Buitrago
Hometown: MANAGUA, NICARAGUA
Preferred Boom: WHITE CHEDDAR POPCORN
Next Big Move: Taking a year in 2016 to work
on my portfolio at Chicago Portfolio School
(fingers crossed!)
37
Taylor Rao
Hometown: CLIFTON PARK, NY
Preferred Boom: SWEET AND SALTY
Next Big Move: Social media & marketing
intern with Tri-City Valley Cats Minor
League Baseball Team
MollieWiener
Hometown: ROCHESTER, NY
Preferred Boom: LIGHTLY SWEET
Next Big Move: Interning in Account 
Management at Kargo, a mobile ad 
publishing company, this summer in NYC!
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Advertising Campaign: Boomchickapop

  • 1. 1 BOOMCHICKAPOP BOOMCHICKAPOP BOOMCHICKAPOP BOOMCHICKAPOP Natasha Brower | Emma Behrens | Mollie Wiener | Taylor Rao | Maria Buitrago
  • 2. 2 Boomchickapop Table of Contents Ampersand Situation Analysis Research Brand Value Proposition The Big Idea Creative Media Objectives Media Choices Media Scheduling and Budget Brand Activation Marketing Recommendations Evaluation Creative Brief Endnotes Team Bios Selected Survey Responses 3 4 10 11 14 15 23 24 28 30 32 33 34 35 36 38 Executive SummaryBoomchickapop is healthy, vegan, low-calorie, and conveniently pre-popped popcorn snack. Our mission? To increase awareness of Boomchickapop’s yummy goodness in our target market of women ages 35-49. To accomplish this, we embarked on a campaign consisting of creative emphasizing an idea at the heart of the Boomchickapop brand: “Take snacking lightly.” The Boomchickapop woman cares about her health and fitness, but still highly values taste when choosing a snack. Our campaign will focus on all of the positives surrounding having a snack, with none of the guilt. Boomchickapop will be seen as the snack you won’t have to worry about, and the one that women will want to share with their family members and friends.
  • 3. 3 who we are Ampersand Media is composed of dreamers and schemers devoted to making your brand shine, whatever the medium. Our name comes from our consistent efforts to ask, “...and?” What else comes next? What can else can we do? What can we improve this time around? Ampersand means a constant focus on evolving, growing, and changing to devise fresh strategies, innovative ideas, and creative that never fails to pop.
  • 4. 4 Situation analysis History of Boomchickapop Co-founders Angie and Dan Bastian decide to make popcorn and kettle corn in their kitchen to sell at local events. Angie’s grows into a full-fledged business, making 80,000 bags of popcorn a day. Angie’s rolls out Boomchickapop popcorn, now available in five different flavors. OFFICIAL KETTLE CORN OF THE M INNESOTA VIKINGS! 2001 2004 2014
  • 5. 5 situation analysis Legal/Regulatory Factors The Food and Drug Administration is in the process of updating nutrition labels, which will make make it simpler for consumers to understand what they are eating. Some of the proposed changes include increasing the font size used to display calories and standardizing serving sizes. This overhaul can benefit Boomchickapop because they have already recognized that calories per serving and serving size information can be a little confusing. Because Boomchickapop has nothing to hide, they list calorie information on the front of every bag and dedicate an entire page on their website to an explanation of serving sizes and calorie information. Sociocultural Factors Currently, health and nutrition is a focal point in the public consciousness, especially with the work of First Lady Michelle Obama. This has lead to people looking for heart-healthy foods, watching fat intake, and looking for less processed foods. Bookchickapop caters to this sociocultural force by providing consumers with a whole grain option, zero trans fat, and no preservatives. Added sugar is another problem. Luckily, Boomchickapop contains no high-fructose corn syrup and no artificial sugars. Popcorn is also naturally gluten-free, making it the perfect snack food in an era which poses an increasing reluctance toward eating gluten.
  • 6. 6 campaign objectives Marketing/Advertising By the end of our campaign, 75 percent of our target market will be aware of Boomchickapop, and 50 percent will find value in what Boomchickapop does and have motivation to purchase its products. In addition, 75 percent of women ages 35-49 will have been exposed to one of our ads at least four times. Boomchickapop sales will increase by 10 percent. Time Frame Ampersand Media’s Boomchickapop campaign will run for one year, from January 2014 to December 2014, in order to capitalize on the season of New Year’s resolutions, many of which involve a healthier and more active lifestyle among our target, and then continue to gain increasing levels of awareness and sales.
  • 7. 7 budget summary Ampersand Media’s total budget for the Boomchickapop campaign was $10 million. Here’s how our costs stacked up: Production: $700,180.86 Print: $4,957,380.00 Out-of-Home: $349,962.41 Television: $1,697,755 Digital: $2,294,721.73
  • 8. 8 what our competitors doOrville Redenbacher’s Strengths • Wide variety of flavors • Produces both ready-to-eat & microwaveable products • Sold in more movie theatres than any other pop- corn brand • Established for 40+ years Weaknesses • High sodium and fat content Pop Secret Strengths • Low calorie content • 100 calorie packages • Wide variety Weaknesses • High in fat, trans fat, and sodium • No ready-to-eat options Smartfood Popcorn Strengths • Heavily distributed, especially in vending machines • “Smart” implies it is a good choice • 100 calorie pack options Weaknesses • Higher calorie content • High in fat • Only ready-to-eat option available Skinny Pop Strengths • Low calorie content • No trans fat • Non-GMO Weaknesses • Low appeal to men - don’t want to be “skinny” • Low flavor variety • Not organic
  • 9. 9 boomchickapop Strengths • Low calorie • Vegan • All-natural ingredients • Eye-catching, attractive packaging • Can be purchased online • Donations to breast cancer research • Winner of Cooking Light’s Taste Test Award Weaknesses • Relatively new and unknown • Those who are looking for a snack food may not be interested in something healthy • May not appeal to men • Not all flavors are available everywhere • Certain flavors contain lots of sugar (Caramel & Cheddar Mix) Opportunities • Rise of vegan and gluten-free options • Trend against GMOs • Rise of whole grains Threats • Purchase hesitation due to economic concerns • Competition from other snack categories (fruit and vegetables, chips, etc.)
  • 10. 10 Research Objectives Primary Research Secondary Research 1) Determine brand awareness 2) Explore reasoning behind snacking choices and behaviors 3) Find out what women look for in a snack In order to harvest information about our target market, we conducted survey research by disseminating a survey to members of the target group online. In addition, Ampersand Media conducted a series of informal conversations with selected members of the target market. We then analyzed our results for common behaviors and values in the respondents and used these discoveries to inform our strategy. To inform our primary research, Ampersand Media consulted the Simmons database for insights into the target market and an estimate of the competition. In addition, we used Boomchickapop’s website and a thorough search on the popcorn and snack food categories to gain a sense of Boomchickapop’s situation today.
  • 11. 11 Brand Value Proposition Functional Benefits Emotional Benefits Self-Expressive Benefits Eating Boomchickapop will leave you feeling youthful, modern, and above all, healthy. You will feel good about yourself for having made a health-conscious choice when deciding on a snack. Boomchickapop popcorn is a product that will not only satisfy your craving for something sweet or salty, but it will also give you energy in the form of a quick, easy, and low-calorie snack. With Boomchickapop, you can indulge in a tasty treat that will fill you up with fiber and whole grains, without any trans fats. The Boomchickapop consumer is fun, energetic, and a “smart snacker.” When people see her eating Boomchickapop popcorn, they recognize her to be both health-con- scious and concerned about the environment. She is someone who doesn’t let snacks make her feel guilty because she knows what’s good for her and what isn’t.
  • 12. 12 who we’re talking to Erica Taylor is a 37-year-old speech pathologist from Fairfield, Connecticut. However, first and foremost, she is a mom to her five-year-old, Mia. It is very important to Erica that Mia learn healthy habits. They frequently spend time together outside, playing in the park and planting a vegetable garden because she wants Mia to learn the importance of exercise and healthy eating. When Erica is not at work or with her daughter, she enjoys spinning classes at the gym and ladies nights with her friends. Erica subscribes to Shape and Family Circle magazines. She doesn’t watch much TV, though her guilty pleasure show is Dancing with the Stars. Kelly Preston, 42, is a market research analyst from Ann Arbor, Michigan. She loves her job and is very career-driven. She spends most of her time at work, sometimes going out for drinks with coworkers after a long day. When she’s not at work, she plays on a kickball team with some women from her neighbor- hood. Kelly is often exhausted when she returns home and doesn’t have a lot of time to prepare food; however, being healthy is very important to her. After a long day, she likes to put her feet up and read People magazine with a glass of wine. Ahono Hall Ahono Hall is a graduate student at Vanderbilt University getting her MFA in creative writing. She is a teaching assistant for several professors and tutors at the area high school. Though she’s incredibly busy, staying fit is still important to Aho- no. To get exercise, she often bikes from her apartment to the university. She likes to stream Spotify on her phone during her daily commute and listen to her playlists on shuffle. PRIMARY SECONDARY
  • 13. 13 our strategy The Problem Boomchickapop popcorn is largely unfamiliar to its target market (women aged 35-49), which may be due to its inherent appeal to a younger demographic. Key Insight From our research, we gleaned that our target includes women who partake in such activities as cooking for fun, exercising through recreational activity, gardening, and who ultimately are socially invested in being healthy. Their concern for personal fitness and nutrition come from a need to be seen as a healthy, active person by their peers. Brand Promise Boomchickapop popcorn is tasty, guilt-free, and makes you look and feel like the healthy person that you are.
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  • 15. 15 creative strategy Art Direction To accurately relate to our target audience and persuade them to “take snacking lightly,” Ampersand elected to portray the myriad responsibilities and engagements that occupy the thoughts of a woman 35-49. Because there is no such thing as the “average woman,” Ampersand avoided the use of a specific woman in the ads and instead used handwritten schedules and artifacts of women’s daily lives to show the viewer that this could be her. In this way, the visuals superimpose Boomchickapop into each woman’s life. The design scheme of the ads, including color choices, font choices, and visual composition, all serve to underscore the carefree, fun brand identity of Boomchickapop. By using lightweight fonts and bright colors, we can effectively connect back to the big idea, to “take snacking lightly.” Copywriting Our mission when writing the copy for our print ads was to show that, even when experiencing a busy day, anyone can grab a bag of Boomchickapop for a quick and satisfying snack. To fit in with the upbeat energy of the brand, we emphasize that eating Boomchickapop popcorn is the fun part of any day. Not only that, but we wanted to communicate the fact that consumers don’t have to worry when munching on our popcorn because of the low number of calories as well as the simplicity of the ingredients. Our target audience (women ages 35-49) is constantly busy with their everyday lives, and they don’t have time to fuss about guilt associated with unhealthy (but tasty) snacks. Our research shows that our target market values flavor in snacks but also looks for healthier options. Boomchickapop is approximately 35 calories a cup and is made with natural ingredients.The product offers our target a snack that they can enjoy without thought as to calories or unknown ingredients. Our campaign strategy focuses on portraying women who have a full schedule but make time to eat Boomchickapop popcorn. It’s a light snack you don’t have to think twice about. We want our target to know that Boomchickapop takes snacking lightly--and they should, too.
  • 16. 16 print executions Full-Page (Better Homes and Gardens, O, the Oprah Magazine, People, Woman’s Day) CREATIVEEXECUTIONs CREATIVEEXECUTIONs CREATIVEEXECUTIONs
  • 17. 17 Full-Page (Better Homes and Gardens, O, the Oprah Magazine, People, Woman’s Day)
  • 18. 18 Banner, Flash Animation (Pandora) Rectangle, 300 x 250 px (Pandora) Digital executions 1 3 2
  • 19. 19 Skyscraper (Spotify, Yahoo News, msn.com) Large Rectangle, 800 x 500 px (Spotify) 1 32 Looking for some upbeat tunes to lighten up your day? Listen to Boomchickapop’s (Pandora Station/Spotify Playlist) now and listen to music that sounds as good as Boomchickapop tastes! Take snacking lightly just like we do, and don’t forget to check out angiespopcorn. com or your local grocery store to grab your favorite flavor of boom. :15 Internet Radio Ad (Script) (Spotify, Pandora)
  • 20. 20 Billboard (Atlanta, Chicago, San Francisco, Dallas) Out-of-home execution
  • 21. 21 Track: “Huddle Formation” by The Go! Team Voiceover: At Angie’s, we know you’ve got enough to do today. When it comes to snacking, make it a no- brainer. Angie’s Boomchickapop Popcorn is low- calorie, all-natural, and comes in great flavors. Boomchickapop. We take snacking lightly. You should, too. Find Boomchickapop at these retailers near you, or visit www. angiespopcorn. com to order online. :30 TV Spot (Dancing with the Stars, Two and a Half Men, Criminal Minds)
  • 22. 22 creative testing resultsAs always at Ampersand, it’s not enough to simply create--we have to ask, “...and? What else can we do?” The next logical step is testing. It became apparent that few women in our target market were aware of Boomchickapop. Overall, the response to the preliminary creative was overwhelming. Respondents found the executions visually pleasing and appealing. However, some alterations were necessary. Mary Holland, a Student Organizations Business Specialist at Ithaca College and member of our secondary market, pointed out that the amount of copy on our magazine executions was a little overwhelming. With her feedback we decided to trim our copy and highlight important words within the copy. The commentary that we received during our creative testing helped us to create advertisements that will attract and interest our target market. If I saw a billboard like that on my drive home from work it would really catch my attention. Definitely not your traditional billboard. -Barb Masteller, 48 “I like the color scheme of these ads. The first thing I noticed was the Boomchickapop on the bag. I have never heard of this popcorn but it looks great and for 37 calories I would definitely try it! -Traci Wendler, 35
  • 23. 23 media objectives Reach the Target In this campaign, we work to reach our primary audience of women between the ages of 35 and 49. These women are driven career women and mothers who are interested in appearing health-conscious and focused on fitness. Our secondary audience consists of women between the ages of 25 and 34. Geographic Scope Our campaign combines national and regional advertisements. We will advertise nationally in magazines, television spots and with internet radio services and regionally with placements on billboards that will be located outside of major cities so that our target market can see them on their to and from work. Message Weight Becaause Ampersand Media’s target market consists of women who have mostly established roles in their lives as professionals, mothers, or both; and because the target consists of women who are more socially invested in their health and fitness, Ampersand has selected a variety of popular women’s magazines to cater to these women’s interests. In addition, we have chosen to include advertisements in online streaming radio sites like Pandora and Spotify, which are commonly used for workout playlists or ambient music at work. Media Strategy The effective reach for this campaign is 80, with an effective frequency of four, meaning that 80% of the target market will be reached at least four separate times. The continuity of this campaign will be a combination of continuous and pulsing. Television commercials will air most heavily in May, as women begin to think about getting in shape for summer and start looking for healthy snacks. They will also air heavily during the end of August and the beginning of September, as mothers often do a much of their back-to-school shopping in stores such as Target, where Boomchickapop is sold. Billboards will be placed outside of cities during the summer months to catch both the usual women who commute in and out of the city, and to also take advantage of the extra traffic that may leave the city in vacation periods. Ads will be placed continually in magazines throughout the year, with different magazines emphasized in different months. Ads on internet radio and websites will run continuously throughout the year, providing constant reinforcement of the ads women are seeing elsewhere.
  • 24. 24 magazines Better Homes and Gardens CIRCULATION: 7,615,581 Better Homes and Gardens, a monthly magazine, helps women bridge the gap between dreaming and doing by providing approachable content on design, gardening, food, entertaining, and per- sonal and family well-being. Read by 26.3% of all women aged 35-49, Better Homes and Gardens is the perfect platform to reach women who constantly seek to improve their lifestyle habits. O, The Oprah Magazine CIRCULATION: 2,386,601 O, The Oprah Magazine offers readers style advice, health tips, and tasty recipes, all with Oprah’s unique spin. By placing advertisements in O, The Oprah Magazine, we reach 16.1% of our target market in the outlet to which they reach out for food and health suggestions. People CIRCULATION: 3,527,541 People is a go-to magazine for the hottest celebrity news and styles. People also offers several spe- cial issues such as the Half Their Size issue which highlights ordinary people’s extraordinary weight loss. This issue, with its health emphasis, is often sought out by people conscientious about weight. People is the number one magazine read by women in our demographic with 39.8% of them hav- ing read it in the past 6 months. Woman’s Day CIRCULATION: 3,311,803 Better Homes and Gardens, a monthly magazine, helps women bridge the gap between dreaming and doing by providing approachable content on design, gardening, food, entertaining, and per- sonal and family well-being. Read by 26.3% of all women aged 35-49, Better Homes and Gardens is the perfect platform to reach women who constantly seek to improve their lifestyle habits.
  • 25. 25 Television Dancing with the Stars MONDAY 8 PM - 10 PM (ABC) Dancing with the Stars offers a carefree and fun way to relax at the end of a long Monday day back at work. With over 14 million viewers, ads on this show have incredible exposure to both our primary and secondary audiences. Dancing with the Stars is watched by 13% of women ages 35-49. Two and a Half Men THURSDAY 9:30 PM - 10 PM (CBS) Two and a Half Men is the most watched show of women in our primary target market with 15.3% of all women 35-49 watching it weekly. This show highlights the lives of two adult brothers as they struggle to cohabitate. The absurdist situations can help women unwind after the struggles of their own busy days. Criminal Minds WEDNESDAY 9 PM- 9:30 PM (CBS) For the inquisitive women in our target market, crime drama Criminal Minds, proves to be a top-watched show. 13.1% of woman in our primary target market watch the show weekly.
  • 26. 26 Billboards Chicago POPULATION: 2,715,000 PERCENTAGE OF TARGET: 3.52% Atlanta POPULATION: 443,775 PERCENTAGE OF TARGET: 2.46% Dallas POPULATION: 1,200,000 PERCENTAGE OF TARGET: 2.32% San Francisco POPULATION: 825,863 PERCENTAGE OF TARGET: 2.64% We will place billboards outside of major cities where our market resides including Chicago, Atlanta, Dallas, and San Francisco. We know that our career-oriented women, who often have kids and always have tons going on, have so much on their minds. By placing billboards along their commute to and from work, we will develop top-of-mind recognition.
  • 27. 27 DigitalInternet Radio PANDORA Pandora is an automated internet radio platform that provides recommended music to listeners based on the user’s artist selections. We chose Pandora because it is likely to be used for ambient or background music, typically in an office or work setting, thus exposing our target to Boomchickapop. SPOTIFY Spotify is a customizable internet radio platform that allows users to listen to what they want, when they want it. Spotify enables advertisers to customize audiences based on demographics, location and music genre, mak- ing it the perfect way to access our target. Websites MSN.COM MSN is an entertainment website frequented by wom- en looking for the latest on pop culture and celebrity gossip. 11.3% of our target market visits this site at least once a week, making it the perfect location for social women wanting to look their best. YAHOO! NEWS Yahoo! News is a free news site that consolidates all the latest news on the web. For the career-oriented woman, it is important to stay current and Yahoo! News provides a simple place to do so. 28.7% of women age 35-49 visit Yahoo! at least once a week, with the many of them using Yahoo! News during their time on the site.
  • 30. 30 Brand activation PARTNERSHIP/EVENTS Objective: To reach members of our target market and promote the Boomchickapop brand by partnering with Zumba fitness classes at national gyms (Planet Fitness or Gold’s Gym) as well as host a separate, “movie-in- the-park” type of event in major cities. Strategy: Boomchickapop will team up with the Zumba Fitness brand at national gyms to position the product as a fun, guilt-free snack perfect for after an upbeat workout with friends. Members of the Zumba class will be able to sample the flavors and receive coupons to purchase Boomchickapop online or in stores. The “movie in the park” nights will be sponsored by the brand and feature Boomchickapop as the official popcorn snack of the night. In major cities, we would feature “throwback” movies in outdoor settings as a nostalgic appeal to our target, and in other areas of the country we would team up with a major cinema brand to sponsor a current film in theatres and take over the popcorn stand for our target moviegoers. ALTERNATIVE METHOD Objective: To inject the Boomchickapop brand into pop culture by the use of a popular network television show that appeals to our market and features likeable main characters who are similar to our ideal customer. Strategy: Write a scene for FOX’s “The Mindy Project” where the main character, Dr. Mindy Lahiri catches a male nurse eating her Boomchickapop snack, which opens up a dialogue about the product and touches on Dr. Lahiri’s weight and physical appearance –a popular topic of conversation and laughs throughout the plot of the show.
  • 31. 31 brand activation EVENT SPONSORSHIP Objective: Show support by becoming an official sponsor for a women’s race in Minnesota to highlight Angie’s Popcorn’s philanthropic efforts and connect with a larger audience who supports a healthy and fit lifestyle. Strategy: Sponsor the Women Run the Cities event 5K/10K/10MI event organized by the Minnesota Commercial Real Estate Women (MNCREW). Possible brand activation tactics aside from sponsorship could include creating an Angie’s team to participate in the run or hosting an outdoor tent at the event to offer popcorn samples and create brand awareness to participants and other attendees. BRAND ACTIVATION TIMELINE
  • 32. 32 marketing recommendations PRODUCT: Introducting single-serving packages POSITIONING: Placing Boomchickapop closer to its competitors in stores POSITIONING: Distributing Boomchickapop in vending machines
  • 33. 33 evaluation Ampersand’s main goals in the Boomchickapop campaign are to increase comprehension by 75 percent, awareness by 75 percent, and conviction by 50 percent. The comprehension, awareness, conviction, and sales trajectory estimates correspond with the media, creative, and brand activation choices for each month during the yearlong campaign. We intend to use these figures as benchmarks to evaluate progress throughout the year, in order to reach our campaign goals.
  • 34. 34 CREATIVEBRIEF:Boomchickapop BACKGROUND:FoundersAngieandDanBastianbeganmakingpopcornin theirMinnesotahomein2001asawaytoteachfamilyvaluesandearnsomeextracashto startacollegeeducationfundfortheirkids.Theirin-homekitchenexperimentgrewintoafull- onpopcornbrandfeaturedatoutdooreventsinthearea,andbecametheofficialkettlecorn oftheMinnesotaVikings.By2004,Angie’sPopcornexpandedintoarealbusinessofferingits productlineinthenaturalfoodaislesofsupermarketsallacrossthecountry. WHYAREWEADVERTISING?ToincreasesalesinAngie’sBoomchickapoppopcornbrand by10percentwithinthenextyear,andtopositiontheproductasaguilt-free,all-naturalsnack. Wewanttoincreasebrandawarenessby75percentforBoomChickaPopandbreakthrough theclutterofotherpopcornbrandsandhealthysnacksbyincreasingpurchaseintentamong ourtargetby50percent. WHOAREWETALKINGTO?Aprimarytargetmarketofwomenages35-49anda secondarymarketof25-34.Theidealsnackerisahealthconsciousworkingprofessionalor full-time“fun”mom.Thesewomenarephysicallyactiveandalwaysonthemoveinboth professionalandsocialatmospheres.Ourtargetmarketpromoteshealthylivingwithinthe familyandcaresabouthavingahealthyappearanceinfrontoffriendsandcoworkers. WHATDOWEKNOWABOUTTHEMTHATCANHELPUS?Thewomeninourtarget marketmaintainanactivelifestyle.Theykeepahealthygrocerylist,exerciseoftenandliketo sharesnackswithfriendsandfamilyandspreadthewordaboutthelatesttrends.These womenuseavarietyofdifferentcommunicationsmediathroughoutatypicalday,whichwill allowustotargetthemintherightplaceattherighttime. UNDERLYINGEMOTIONALNEED:Everyoneneedstomaketimeforasnack,especiallya workingwomanon-the-go.Womeninourtargetmarketareconstantlyonthemoveandwant tomakeeffortlesssnackchoicesthatfollowalongwiththenaturalfoodstrend.They’re concernedwithbeingviewedasahealth-consciousindividualbytheirpeersandchoosing brandsthatrepresentanidealselfimage. HOWDOESOURBRANDFULFILLTHISEMOTIONALNEED?Boomchickapopisafun andvibrantbrandwithavarietyofboldflavorsforeachsnackingoccasion.At35caloriesper cup,snackerswon’tfeelguiltyforbringingabagofAngie’spopcorntosharewithfriendsor enjoyalonewhileon-the-go. THESINGLEMOSTIMPORTANTTHINGTOSAY:Takesnackinglightly.You’llfeelgood aboutsnackingonBoomchickapopwhileon-the-goorbringingabagtoagettogetherwith yourgirlfriends.Angie’spopcornisafun,vibrantandall-naturalbrandmadewithingredients youwonthavetothinktwiceabout.
  • 35. 35 endnotesChristensen, Jen and Wilson, Jacque. (2014, February 27). Nutrition Labels Getting a Makeover. Retrieved from http://www.cnn.com/2014/02/27/health/nutrition- labels-changes/ Guthrie, Catherine. (2008, March). Is Microwave Popcorn Bad for You? Retrieved from http://www.oprah.com/health/Is-Microwave-Popcorn-Bad-for-You Rooney, Kieron. (2013, October 29). Big Sugar is having its Tobacco Moment. Re- trieved from http://www.abc.net.au/news/2013-10-28/rooney-big-sugar/5050114 Schultz, EJ. (2013, May 29). Pop Psychology: Ready-Made Popcorn Gains On Microwave Brands. Retrieved from http://adage.com/article/news/ready-made- popcorn-gains-microwave-brands/241686/
  • 36. 36 meet ampersand mediaNatasha Brower Hometown: NORWICH, NY Preferred Boom: CARAMEL AND CHEDDAR Next Big Move: Traveling the world post- undergrad (especially Central and South America)! Emma Behrens Hometown: STRAFFORD, VT Preferred Boom: SEA SALT POPCORN Next Big Move: Running away to do Marketing and Public Relations with international youth circus, Circus Smircus! Maria Buitrago Hometown: MANAGUA, NICARAGUA Preferred Boom: WHITE CHEDDAR POPCORN Next Big Move: Taking a year in 2016 to work on my portfolio at Chicago Portfolio School (fingers crossed!)
  • 37. 37 Taylor Rao Hometown: CLIFTON PARK, NY Preferred Boom: SWEET AND SALTY Next Big Move: Social media & marketing intern with Tri-City Valley Cats Minor League Baseball Team MollieWiener Hometown: ROCHESTER, NY Preferred Boom: LIGHTLY SWEET Next Big Move: Interning in Account  Management at Kargo, a mobile ad  publishing company, this summer in NYC!
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