NW Bierhaus Jerky / NW Refuge Ad Pitch
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NW Bierhaus Jerky is joining the ever-growing premium beef jerky market and they need to stand out against other artisanal brands. With the budget of $5,000 we created a repositioning campaign, and suggested they change their name to NW Refuge and change their packaging to a more premium packaging based on our primary and secondary research. On this project I worked as the account planner/media planner.
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NW Bierhaus Jerky / NW Refuge Ad Pitch
- 2. Hello.
- 3. MARY BORNSTEDT KYLE FORDHAM LACEY LINK STEPHANIE PIEL KATHIA RAMOS AYAKA TERAKAWA
- 4. AGENDA Executive Summary Business Problem Obstacles Research and Insights Creative Concept Media Plan Budget Q&A
- 5. Today we are presenting to you…
- 6. We are joining a new but growing market, and need to stand out. To meet market expectations, we need to reposition the brand. We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.
- 7. We are joining a new but growing market, and need to stand out. To meet market expectations, we need to reposition the brand. We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.
- 8. We are joining a new but growing market, and need to stand out. To meet market expectations, we need to reposition the brand. We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.
- 9. We are joining a new but growing market, and need to stand out. To meet market expectations, we need to reposition the brand. We are targeting outdoor enthusiasts through rebranding and a word-of-mouth driven advertising campaign. We will use four media outlets, with a budget of $5,000.
- 10. What are we trying to solve?
- 11. Joining the growing market. Lets stand out.
- 12. Joining the growing market. Lets stand out
- 13. Joining the growing market. Lets stand out.
- 14. Joining the growing market. Lets stand out
- 15. What’s in the way?
- 16. Convenience store item Unknown market New and fast growing industry
- 17. Convenience store item Unknown market New and fast growing industry
- 18. Convenience store item Unknown market New and growing rapidly
- 19. What do we know?
- 25. What did we do?
- 26. Primary research: Forum discussions (10 people) One-on-one interviews (15 people) Vendor interviews (4 people)
- 27. Primary research: Forum discussions (10 people) One-on-one interviews (15 people) Vendor interviews (4 people)
- 28. Secondary research: Mintel IBIS World Nielsen's MyBestSegments Forbes
- 29. What did we find?
- 30. Locavores are trending in the U.S. just within the past seven years. "Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015. "Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
- 31. Millennials are more willing to invest in brands that support their own ideas and values. Spenner, Patrick. "Inside the Millennial Mind: The Do's & Don'ts of Marketing to This Powerful Generation." Forbes. Forbes Magazine, 16 Apr. 2014. Web. 12 May 2015.
- 32. Jerky is not looked at as a premium item. "Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
- 33. People under 34 want to buy quality salty goods. "Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
- 34. People usually buy jerky for outdoor adventures "One-on-Ones Interviews." Personal interview. 15 May 2015.
- 35. Adventurers tend to be brand loyal to products that are reliable "One-on-Ones Interviews." Personal interview. 15 May 2015. "Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015. REI: Vendor Interviews." Personal interview. 15 May 2015.
- 36. Packaging design is a key factor in their purchasing decision "One-on-Ones Interviews." Personal interview. 15 May 2015.
- 37. Jerky has been just as popular as protein bars REI: Vendor Interviews." Personal interview. 15 May 2015.
- 38. REI associates will sell the products if they like it REI: Vendor Interviews." Personal interview. 15 May 2015.
- 39. Employees will recommend products they like Columbia: Vendor Interviews." Personal interview. 15 May 2015. Patagonia: Vendor Interviews." Personal interview. 15 May 2015. REI: Vendor Interviews." Personal interview. 15 May 2015.
- 40. Being able to see and taste the product increases the consumer’s chances of buying "One-on-Ones Interviews." Personal interview. 15 May 2015. REI: Vendor Interviews." Personal interview. 15 May 2015.
- 41. Because of the growth of the market, stores are producing their own artisan jerky Patagonia: Vendor Interviews." Personal interview. 15 May 2015.
- 42. Who are we aiming for?
- 50. but they don’t plan it out.
- 51. Who are they?
- 52. Men who are modern explorers Age 25-35 Income 50,000-75,000
- 53. Men who are modern explorers Age 25-35 Income 50,000-75,000 "Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
- 54. Men who are modern explorers Age 25-35 Income 50,000-75,000 70% of outdoor enthusiasts "Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
- 55. Men who are modern explorers Age 25-35 Income 50,000-75,000 70% of outdoor enthusiasts "Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015.
- 56. Live in second cities Drink often College educated, no kids Media habits = outdoor "24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
- 57. Live in second cities Drink often College educated, no kids Media habits = outdoor "24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
- 58. Live in second cities Drink often College educated, no kids Media habits = outdoor "24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
- 59. Live in second cities Drink often College educated, no kids Media habits = outdoor "24 Up-and-Comers." 2014 PRIZM Segmentation System. Nielsen: MyBestSegments, 2-14. Web. 16 May 2015.
- 60. Local, quality items "Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015. "Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
- 64. Where do they shop?
- 68. Here’s how the industry looks
- 73. …
- 74. Spontaneous adventurers take their comfort with them; Prepared for the unexpected. Income 50,000-75,000
- 75. Spontaneous adventurers take their comfort with them; they are always prepared for the unexpected. Income 50,000-75,000
- 76. We would like to introduce
- 78. Comfort when things get rough
- 79. Comfort when things get rough
- 80. Authentic to the PNW Sustainable Take it with you Even in the worst situations
- 81. Authentic to the PNW Sustainable Take it with you Even in the worst situations
- 82. Authentic to the PNW Sustainable Take it with you Even in the worst situations
- 83. Authentic to the PNW Sustainable Take it with you Even in the worst situations
- 85. Different flavors for different adventures
- 90. How can we connect?
- 94. Our story.
- 99. To reach our adventurers…
- 101. 20 canteens
- 102. 100 matchbooks
- 103. 20 whistles
- 104. 20 packages of steak strips
- 105. Countless adventures
- 113. Survival kit: Essentials for every adventure
- 114. Survival kit: Essentials for every adventure.
- 118. Dear influencer,
- 119. “We’ve noticed that you love adventures too” We’re big fans of your work, and we would love to send you our survival kit.
- 120. “We’ve noticed that you love adventures too” “We’re big fans of your work, and we would love to send you our survival kit”
- 121. As a token of appreciation Help us promote our story For your next adventure
- 122. As a token of appreciation Help us promote our story For your next adventure
- 123. As a token of appreciation Help us promote our story For your next adventure
- 124. Where can you find us?
- 131. What’s the schedule?
- 132. OREGON BEER FESTIVAL S JUNE JULY AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY
- 133. We have $5,000.
- 135. Let’s put it all together
- 136. Spontaneous adventurers Prepared for the unexpected NW Refuge
- 137. Spontaneous adventurers Prepared for the unexpected NW Refuge
- 138. Spontaneous adventurers Prepared for the unexpected
- 140. Comfort when things get rough
- 141. Seek your refuge
- 143. THANK YOU
- 144. [1] "Meat Jerky Production Industry." IBIS World. IBIS World, 2015. Web. 15 May 2015. [2] "One-on-Ones Interviews." Personal interview. 15 May 2015. [3] "Outdoor Enthusiasts - US - February 2015." Mintel. Mintel, 2015. Web. 15 May 2015. [4] "Salty Snacks 2013." Mintel. Mintel, 2013. Web. 15 May 2015.
- 145. Questions?
Editor's Notes
- A creative, result oriented strategy
- Customers view jerky as a convenience store item. They don’t see it as a premium item or realize this premium jerky market exists Meanwhile, there is an increasing amount of competition which presents an urgent need to create awareness in this growing/trending industry
- Customers view jerky as a convenience store item. They don’t see it as a premium item or realize this premium jerky market exists Meanwhile, there is an increasing amount of competition which presents an urgent need to create awareness in this growing/trending industry
- Customers view jerky as a convenience store item. They don’t see it as a premium item or realize this premium jerky market exists Meanwhile, there is an increasing amount of competition which presents an urgent need to create awareness in this growing/trending industry
- Customers view jerky as a convenience store item. They don’t see it as a premium item or realize this premium jerky market exists Meanwhile, there is an increasing amount of competition which presents an urgent need to create awareness in this growing/trending industry
- We are joining the ever growing premium beef jerky market and need to stand out amongst the other artisanal brands
- We are joining the ever growing premium beef jerky market and need to stand out amongst the other artisanal brands
- We are joining the ever growing premium beef jerky market and need to stand out amongst the other artisanal brands
- We are joining the ever growing premium beef jerky market and need to stand out amongst the other artisanal brands
- Customers view jerky as a convenience store item. They don’t see it as a premium item or realize this premium jerky market exists
- Customers view jerky as a convenience store item. They don’t see it as a premium item or realize this premium jerky market exists
- Part of this is because the premium beef jerky market is new and growing rapidly
- So before we get started,
- We currently know that NW bierhaus jerky is
- We currently know that NW bierhaus jerky is
- We currently know that NW bierhaus jerky is
- We currently know that NW bierhaus jerky is Smoked and not dried like most jerkys
- Most respectably, made with It is described as everything you can find in your own cabinets
- So we did some research
- Asked people if they ate jerky, their thoughts, when do they typically eat it, would they try beer beef jerky, would they try wine jerky, what was their decision making process when choosing jerky, and what was the most important factors in that process. One on one which consisted of the same questions, but were geared more towards outdoor enthusiasts. That then led us to interviews with employees and buyers at REI, columbia, and patagonia.
- Primary gave us a focus into the secondary research where we went more in depth
- Locavores are people who purchase, cook, and eat local food. They think about where their purchases come from
- They want to buy new products, new packaging, new flavors, and limited edition items
- Color design and brand were brought up the most in interviews
- Recently jerky has been flying off the shelves just as much, if not more than protein bars
- REI buyers and employees will taste products, per store, and will sell the products if they like it
- REI will specifically allow their customers to try the product, if the customer asks
- These outdoor enthusiasts.
- And they make up 70% of the outdoor enthusiasts in the US
- And they make up 70% of the outdoor enthusiasts in the US
- Second cities are places like Lake Oswego and beaverton, that are not as large as portland but the runners up 50% of their purchasing habits are alcohol related Media habits revolve around action sports (motorcross, x games) and outdoor activities (backpacking, skiing, tennis, biking)
- Second cities are places like Lake Oswego and beaverton, that are not as large as portland but the runners up 50% of their purchasing habits are alcohol related Media habits revolve around action sports (motorcross, x games) and outdoor activities (backpacking, skiing, tennis, biking)
- Second cities are places like Lake Oswego and beaverton, that are not as large as portland but the runners up 50% of their purchasing habits are alcohol related Media habits revolve around action sports (motorcross, x games) and outdoor activities (backpacking, skiing, tennis, biking)
- Second cities are places like Lake Oswego and beaverton, that are not as large as portland but the runners up 50% of their purchasing habits are alcohol related Media habits revolve around action sports (motorcross, x games) and outdoor activities (backpacking, skiing, tennis, biking)
- An audience that supports local/quality items.
- Also known as locavores.
- And they
- according to Mintel, are willing to spend
- As you can see, the jerky market is very saturated
- And in the last 5 years the premium jerky market has taken off
- However, since we are focusing on the outdoor adventurers and we know they shop at stores such as REI, we can narrow down our key competitors to epic and tanka.
- Epic: #1 selling premium jerky out of texas , and the most recommended product by employees at REI. They also have a large engaging fan base on social media. and don’t use beer or wine in their jerky products. however they do use 100% grassfed animals and organic ingredients. Follows closely behind epic in sales. And is also highly recommended because of taste.
- That tell us that,
- sustains you during your greatest adventures A piece of PNW that you can take with you anywhere And even in the worst situations, you can find a piece of refuge
- sustains you during your greatest adventures A piece of PNW that you can take with you anywhere And even in the worst situations, you can find a piece of refuge
- sustains you during your greatest adventures A piece of PNW that you can take with you anywhere And even in the worst situations, you can find a piece of refuge
- sustains you during your greatest adventures A piece of PNW that you can take with you anywhere And even in the worst situations, you can find a piece of refuge
- Because we found that packaging design is so important, we decided to redesign the packaging to better connect the brand to the consumer.
- We came up with 4 options
- By redesigning the website, we are able to tell our story. With our very own camp recipes.
- We can utilize Facebook by connecting with our consumers on a deeper level.
- With Instagram, we can post specific adventures, engage with consumers, and use universal hashtags like #myrefuge
- and a commonly used one like #pnw.
- Let us explain.
- Our social influencers we chose are people like
- In our survival kit, are the earlier mentioned essentials. canteens, matchbooks with our adventure logos, whistles, and our premium steak strips for them to try.
- In our survival kit, are the earlier mentioned essentials. canteens, matchbooks with our adventure logos, whistles, and our premium steak strips for them to try.
- Along with a letter that tells the story of the brand in hopes that they will help promote the jerky and take it with them on their next adventure.
- Along with a letter that tells the story of the brand in hopes that they will help promote the jerky and take it with them on their next adventure.
- We appreciate that you make our job easier by showing what a great adventure looks like
- Let us explain.
- Let us explain.
- Let us explain.
- Let us explain.
- Let us explain.
- Let us explain.