1. innovation. success. longevity. A M

2. Skippy Peanut Butter is one of America's favorite brands of peanut butter averaging 90 million jars sold annually. Although Skippy Peanut Butter sales have been consistent over past years, Skippy is not the leading competitor in peanut butter. It is time to refresh Skippy Peanut Butter's advertisement campaign and surpass our competitors in peanut butter sales across America. 5-11 year olds are key to revitalizing the Skippy Peanut Butter ad campaign. Restrictions for advertising to this age demographic have created problems in the past, but these restrictions made for more creative ways of reaching our proposed target audience. Skippy’s future success hinges on children and are not only the key to increasing sales now, but in the future as they grow up and pass Skippy along to their children. Our Campaign Goals are: 1) Reposition Skippy as a fun children's snack food 2) Build awareness, create interest and encourage adoption using a circus themed campaign 3) Introduce our new jar shape to alleviate faults with the current jar 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 and Jelly sandwich. We ensure taking this route will allow for flexibility and longevity. Through our new circus themed campaign we will turn Skippy into a product that gets children involved and makes their snack food experience enjoyable! 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.

3. Background Information Industry Trends 2 Competitors 3 Brand Overview 4 SWOT 5 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 Conclusion 22 AxioMedia 23 1

5. Direct Competitors 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 adults. Jif 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 mothers, and contests to stoke the competitive fires of every mom who is assigned kitchen duty. Jif’s catchy slogan and advertisements entice that Mother’s choose Jif because it the healthiest and best option for their child 3 . Peter Pan Peter Pan is owned by Conagra and is a nostalgic brand that appeals to the kid in you who doesn’t want to grow up while simultaneously appealing to your wallet. After a salmonella scare in 1996 Peter Pan was pulled off the shelves. Ever since they’ve been struggling to 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 brand 4 . Generic Brands Generic Brands focus on price and has shown to be a profitable strategy. Peanut butter, to the non-brand loyalist, is just peanut butter with no added value. The generic brands are able to tap into this price sensitive market. 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> 3

6. 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 Stix 5 . 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 segmentation. Target Audience: Families Tagline: Fuel the Fun 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 promotion for the product. Skippy is currently targeting families. There is a huge lack of direction in terms of their target market based on demographic and psychographic segmentation. Their advertising and new product innovations makes them differentiation but they still don’t have a position that appeals directly towards a single target audience. 5. “Peanut Butter Brands Go Nuts”. Date retrieved: March 10, 2010. <http://www.brandchannel.com/features_effect.asp?pf_id=460> 4

8. 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

9. Children are best defined as imaginative, youthful, excited, inquisitive, and are constantly asking questions. They love to know what is going on and love to be involved, especially when it comes to having fun. The ideal consumer based on our target would be: Ages 5-11 Boy or Girl Middle Class Family Interests: sports, video games, coloring, school Values: Acceptance, achievement, affection, confidence, creativity, curiosity, enthusiasm, family, happiness and playfulness. 7

10. Our positioning statement entails the following: &quot;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!&quot; Our kid friendly tag line will be &quot;Yippy for Skippy!&quot; which is how our consumers will respond after taking a bite of our delicious Skippy Peanut butter. Skippy's current campaign &quot;Fuel the Fun&quot; 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 users. 8

11. 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. 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. 9

12. 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. 10

14. Print- Magazine Ads Scratch N Sniff Ad Media Vehicles Sport Illustrated Kids, National Geographic Kids and Nickelodeon. 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. 12

15. 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. Print – Magazine Ads 13

20. Buzz Advertising- NeoPets Media Vehicles Partnering with Neopets.com 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 with a fun twist where kids interact through their personalized pets. In this website we find that there are options for product placement in the current peanut butter items, now Skippy peanut butter items. There is the ability for children to create their own Skippy circus characters and play Skippy games. Children will have the option to feed their pets Skippy pizzas, have them sleep in Skippy beds, and even have their neopet be an actual Skippy circus character! The Facts: Total Owners: 179,355,296 Total Neopets: 263,508,926 Neopets per Owner: 1.469 Pagev iews: 887,042,100,000 18

21. Skippy will sponsor a year-long art curriculum in elementary 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. These lessons will be fun, engaging and educational, allowing students to develop their drawing skills and expand core-learning skills that prepare them for future artistic and academic success. Students will be given monthly projects, of which would incorporate Skippy 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 Circus. Media Vehicles Participating elementary and middle schools Timing Phase II- October - May Rationale An Art Curriculum is a great way to actively engage children with the brand. It will successfully communicate our new position that Skippy is fun. It will also provide schools the funding to continue art classes. Buzz Advertising- Art Curriculum 19

22. Concept: Strategy Game Storyline: The fun character, Nutty the Clown, is on a daring rescue to try and locate the other members of the Skippy Circus, from the evil anti-peanut lover Mr. Burns. There is no second player available for this game. Specifics: The player taking on the role of the main protagonist of the series is Nutty. The objective is to race through Mr. Burns' circus avoiding his antagonistic measures of trying to stop Nutty in his tracks. Mr. Burns will set up quick sand pits, rings of fire, and foods that make you sick to collectively prevent Nutty from rescuing the members of the Skippy circus. If Nutty falls for any of Mr. Burns' traps, then he shall have to start from the beginning again. Along the way there will be hidden peanuts that Nutty can find. Upon acquiring any additional peanuts from the three peanuts that Nutty has to begin with, they give him an extra peanut of immunity. What this means is that he becomes more and more immune from dying, or having to start from the beginning of the level. Moreover, when Nutty collects 25 peanuts throughout the circus he is able unlock the secret Skippy peanut butter gun. This gun can be used to stop the evil Mr. Burns in his tracks. The game consists of eight levels with four sub-levels in each world. In addition, there are bonuses and secret areas in the game. Most secret areas contain more peanuts for Skippy to collect, but others may contain &quot;secret closets&quot; which allow Skippy to advance to later levels in the game, skipping over earlier ones. Media Vehicles addictinggames.com, kids.yahoo.com, aolkids.com, peanutbutter.com Timing Phase I; Aug.-Nov. & June-Sept. Rationale This a fun interactive way to get children involved with the product. They’ll be visiting these game sites daily therefore it is a high reach and frequency. Buzz Advertising- Video Game 20

23. Media Vehicles Magazines and local grocery stores. Timing Phase II- Begins in November and runs on a continuous schedule throughout the campaign. Rationale Magnets are a great way to reinforce our product in the home. It will 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 refrigerator. 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. Buzz Advertising- Magnets 21

25. 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. innovation. success. longevity A M 23

26. Ana Domingo Jenna Millan Cassie Muntz Sebastian Valmont Naz Isik Carina Polini Lauren Muegge Megan Washburn 24

27. Thank YOU innovation. success. longevity. A M from AxioMedia 24