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Reaching Consumers At Their Most Receptive

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Selling chicken on Amazon? Yup. That is part of Pilgrim’s overall plan to create “speed bumps” for reaching consumers on their own terms and where they are most receptive. How can a brand both find and create those oases of attention and openness? Amazon Fresh, where Pilgrim’s Just Bare Chicken is #1 in its category, is one example of how consuemrs respond to an environment’s openness and transparency.

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Reaching Consumers At Their Most Receptive

  1. 1. Charmin Video
  2. 2. Results Experiential Works Charmin Big Bang Category growth to 107 114 Volume Growth Incremental $200MM NOS
  3. 3. Evolution
  4. 4. IN MEXICO CHICKENS OUT OF EVERY IN THE U.K. NEARLY CHICKENS OUT OF EVERY Our Journey to Becoming 2nd Largest Chicken Company U.S. Focus Founded Pittsburg,TX
  5. 5. Meet KATE: The Just BARE Shopper Female Age 25-54 Head of her household, married with kids Willing to pay more for all natural, organic, and sustainable products Wants meal options that do not sacrifice on health or taste Always purchases fresh food
  6. 6. On-Line/Digital Grocery https://www.cnbc.com/2017/01/30/online-grocery-sales-set-surge-grabbing-20-percent-of-market-by-2025.html https://www.cnbc.com/2017/06/21/dont-worry-wal-mart-amazon-buying-whole-foods-is-just-a-drop-in-the-bucket.html ©2018 Pilgrim's CONFIDENTIAL
  7. 7. Kate Chooses Retailers & Foods that Supports her Lifestyle • Calorie-controlled Snack Packs • Energy, Diet Bars • Liquid Breakfast • Nutritional Supplement • Meat Alternatives • Baby Food, Cereal, Juices • Fresh Produce • Rice, Rice Dishes • Packaged Pasta • Nuts for Cooking • Imported Cheese Alcohol • Imported wines • Non-dairy milk alternatives • Espresso, Cappuccino • Craft, Micro Beer • Sparkling Waters, Seltzers Non-Alcoholic • Milk • Regular tea in bags • Bottled water • Ground, whole bean coffee • Fruit juices, drinks spend $200+/wk spend $150-$199/wk • Nearly 7-in-10 use coupons to SAVE or try NEW PRODUCT • MOST use coupons at at supermarkets, grocery and c- stores; 24% online • Acquire digitally: • Other Mobile Access • Retail store website • Mobile app • Email 19
  8. 8. Eats Healthy, is Engaged in Food Nutrition & Making • 63% like the trend towards healthier fast food • 62% make an extra effort to buy locally grown food when grocery shopping • 61% like to try out new food products • 59% really enjoy cooking • 29% are quick to try a new nutritional product • 27% eat gourmet food whenever they can • 23% prefer food that is presented as an art form • 72% try to eat healthier foods these days 67% are working at eating a well-balanced diet • 58% say that nutritional value is the most important factor in what foods they eat 57% look for the freshest ingredients when they cook • 54% like to know as much as possible about the ingredients before they buy food products • 48% think fast food is all junk Not very interested in store-made, pre-cooked meals (16%) BUT IS interested in fresh, convenience items made with natural, nutritious ingredients 20
  9. 9. Actively participates in Exercise and Staying fit • Listening to music (73%; i110) • Attend movie theater (71%; 109) • Buying books (63%; i119) or reading books (56%; i115) • Dining out (62%; 109) • Attend dance performance (15%; i157) • Visit museum (33%; i143) • Attend live theater (28%; i143) • Taking education courses (17%; i139) • Fitness walking (26%; i125) • Jogging, running (12%; i144) • Weight training (12%; i147) • Swimming (10%; i119) • Sailing (index 224) • Yoga (index 204) • Tennis (index 201) • Ice Skating (index 188) – 64% do some sports, exercise at least once a week – 53% make sure to exercise regularly – 22% use a mobile app or website to track their calories and exercise 21
  10. 10. Work & Past time • Architect, Engineering • Professional, Technical Healthcare Practitioner, Technical, Support • Computers, Mathematical Management, Business, Financial Operations • Likely a member of a church/temple/ mosque • More likely a part of: • Environmental organization • PTA • Business club • Art association Most popular sports: • NFL (42%; i99) • Summer Olympics (41%; i108) • Winter Olympics (37%; i112) • NCAA Football (28%; i91) Likely a fan of: • Lacrosse (i159) • International soccer (i150) such as Premier, La Liga • Liga MX (i137) • Mexican National Team (i133) • Men’s Tennis- ATP (i128) • Women’s Tennis- WTA (i122) • MLS (i121) 22
  11. 11. Outgoing, Social, Social-Conscious • 65% are interested in other cultures (i123). • 62% enjoy entertaining people in their home (i112). • 52% like to live a life of challenge, novelty, and change (i119). • 50% consider themselves interested in the arts (i128). • 50% are interested in international events (i124) • 42% enjoy taking risks (i116). • 24% like to stand out in a crowd (i120). • 47% would be prepared to pay more for environmentally-friendly products (i140). • 44% like to buy products from companies that donate to charities (i123). • 42% agree that products that pollute the environment 23
  12. 12. Insights… UNIQUE • AmazonFresh shopper is unique to the general Amazon shopper (likely due to where it is available) • Over indexes with higher income, Asians, Gen Xers, and people who live in urban areas SHOPS DIFFERENTLY • Shoppers buying through AmazonFresh are 2-3X more likely in some cases to buy another category • PLUS, AmazonFresh shoppers spend over 4x more on Groceries - $460 compared to $102 Just BARE a CATEGORY DRIVER • There is a high affinity between Just BARE and Amazon • Just BARE buyers spend $250 more at Amazon than average AmazonFresh Poultry shopper • Make 7 more trips per HH 24
  13. 13. Household Affinity What products are Amazon Fresh shoppers buying and how is it different than anyone buying on Amazon? Converting shoppers to Amazon Fresh increases likelihood and spend to purchase across key sectors Amazon Fresh shoppers are 2 or 3 times more likely in some cases to buy another category. Additionally, Fresh shoppers spend over 4x more on Groceries - $460 compared to $102! 67% 37% 36% 29% 27% 99% 91% 100% 64% 55% Health & Beauty Household Grocery Pet Baby Amazon Amazon Fresh How many Amazon or Amazon Fresh shoppers buy [category] on Amazon? $181 $64 $102 $123 $113 $419 $136 $460 $250 $177 Health & Beauty Household Grocery Pet Baby How much do Amazon and Amazon Fresh shoppers spend on [category] on Amazon? 25
  14. 14. Household Affinity What are the top grocery products being purchased on Amazon by Fresh shoppers? Amazon Fresh shoppers purchase many types of Grocery products, however there is room to expand in fresh protein Less than half of AmazonFresh shoppers are buying fresh Meat on Amazon, ranking the #11 most shopped category leaving room to expand this category. 90% 82% 81% 79% 78% 68% 62% 56% 53% 53% 49% 47% 45% 43% Produce Beverages Dairy Baking & Cooking Snack Frozen Foods Condiments Bakery & Bread Breakfast Deli & Prepared Foods Meat Candy (Snacks) Canned Refrigerated Meat Which categories are Amazon Fresh shoppers purchasing most on Amazon? This chart is not isolating Amazon Fresh trips, but what Amazon Fresh users are buying on Amazon #1 – Poultry (driven by Just BARE) #2 - Beef 26
  15. 15. 27 Just Bare Cross-shopping Are shoppers that buy Just BARE offline also buying on Amazon? Shoppers buying Just Bare online are already more likely to spend more at Amazon than the average Poultry shopper There is a high affinity between Just BARE and Amazon as these brand buyers spend more at the online retailer by $250 per household, shopping more than 7 times a year – making Just BARE a good fit for AmazonFresh. How many Just BARE or Fresh Poultry shoppers buy anything on Amazon? Shops Amazon, 59% Does Not Shop Amazon, 41% Just BARE Shoppers Shops Amazon, 55% Does Not Shop Amazon, 45% Fresh Poultry Shoppers Amazon… SOW: 6.0% Buy Rate: $1,364 Pur. Freq.: 37.5 Amazon… SOW: 5.3% Buy Rate: $1,105 Pur. Freq.: 30.5 DOES NOT Shop Amazon 41% 59% 45% 55% SHOPS Amazon
  16. 16. Amazon Prime Day Teaser
  17. 17. Amazon Fresh Prime Day JBC Offer
  18. 18. + Q3 MERCHANDISING ACTIVATION Top Center Graphic Storefront, 8.5 – 8.19 Top Center Graphic Storefront (Organic), 7.29 – 8.12
  19. 19. + Q3 MERCHANDISING ACTIVATION Storefront Shoveler, 7.8 – 7.22
  20. 20. + PRIME DAY – B/S THIGHS OFFER Meat & Seafood Landing Page B/S Thighs Landing Page LBS for Prime Day: - 69,963 - +14% Change vs. YAG
  21. 21. + 99 CENT DRUMSTICK FRESH DEAL
  22. 22. + AMG SPONSORED ADS (PREPARED FOODS OPPORTUNITY)
  23. 23. AMAZON GO STORE SEATTLE:
  24. 24. Who Makes Your Food – Adam 36
  25. 25. 37 INSTAGRAM/FACEBOOK WHO MAKES YOUR FOOD – SOCIAL
  26. 26. Just Bare Chicken at Mariano’s
  27. 27. + HOW TO LEVERAGE JBC SPONSORSHIPS
  28. 28. + MINNESOTA WILD
  29. 29. Who Makes Your Food – Rebecca (Minnesota Wild Version) 41
  30. 30. + USA CYCLING
  31. 31. + LIFETIME FITNESS
  32. 32. + OMAHA STORM CHASERS
  33. 33. + Timing March – May Target Audience Kate’s + Enhancements in Core Markets KPI’s Introduce & Grow Marketing Model Radio, Social Media, OOH, Custom Content, Influencers, Retail OUTDOOR RETAIL RADIO DIGITAL SOCIAL Q1 JUST BARE ROTISSERIE – MEDIA SUPPORT
  34. 34. + Q1 JUST BARE ROTISSERIE – MEDIA SUPPORT RadioDisplay Social OOH Billboards
  35. 35. + Q1 JUST BARE ROTISSERIE – POS LINEUP POSTER STICKER MAGNET HOW TO TAKE-ONE RAIL STRIP INITIATIVE POS AUGMENTED REALITY POS POSTER SAIL SIGN
  36. 36. + Q1 JUST BARE ROTISSERIE – AUGMENTED REALITY (IN DEVELOPMENT) How It Works: • Consumers take a snapshot of the JBC rotisserie SKU • That drives them to a mobile web augmented reality (AR) experience that will help audiences better understand how to utilize the rotisserie chicken • Episode 1: Carving (how to carve a rotisserie chicken) • Episode 2: Chicken Breast (meal utilizing chicken breast) • Episode 3: Chicken Salad (chicken salad with the remaining cuts) • Episode 4: Bone Broth (bone broth with the bones and carcass) • The experience with house a variety of 3D models hosted on a microsite that also contains relevant copy and video content
  37. 37. Just Bare Augmented Reality Video 49
  38. 38. Just BARE B/S Thighs “Fall :30” Video/TV
  39. 39. Publix Point of Sale Blitz Store: 000470 Store: 001199 Store: 001271

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