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Annie's Presentation
1.
2. We help clients grow by
involving people in brand
experiences.
3. Today, people
want to collect
experiences.
If you want people to do something,
give them something to do.
4. Because involvement has real
business value.
Involvement builds consideration.
Involvement builds preference.
Involvement increases share of wallet.
Involvement drives conversation
and sharing.
Involvement lessens
churn and builds loyalty.
5. And most of all, involvement
drives growth.
Grown into a national advertiser and the fastest-growing brand
in the category.
Grown the loyalty rate to be the best in the category.
Grew the business by double digits for the first time in 10 years.
Grew their player base.
Grew fanbase conversion by double digits. Grew awareness and
adoption of key apps.
Grew connection to global youth, surpassing events like the
X Games and World Cup in relevance.
Grew young people’s viewership of the Vancouver Games by 40%.
Grew share of preference in customer electronics, outpacing
Best Buy and Walmart.
Grew beyond athletes to increase sales with sports fans of all kinds.
6. 1 Find the bit.
2 Make it big.
3 Let people say yes.
7. Business
Leadership
Insights Creative
& Culture & Content
Pr
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tM
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Connections
In
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at ag
ed em
ent
Pr
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ctio
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13. Relevance to Annie’s:
Health-conscious consumer in mainstream grocery.
challenge:
(Re)build trial and preference in a commoditized and
low-involvement category.
14. • Celebrate shared values… just as our target cares
deeply about what she puts in her body, we have a
deep belief and commitment to natural sources and
care deeply about what we put in our products. It’s
grains and plants and not much more.
• It isn’t enough just to buy the right food. It’s the
whole way she prepares and eats her meals that
makes the difference.
15. • Celebrate not only where GB comes from but how it’s more than just a
patty on a bun… it’s an ingredient of an inspired meal.
16. • YOY sales in key event markets grew an average of 167%.
• Total share of burger increased an average of 43%.
• Overall dollar-share gain of three points across all five flavors.
• 90% of total retail volume was made up of the five core flavors,
which was a 20% lift from the previous year.
• Coupon redemption experienced a 50% increase over years past.
• 40,000 sampled product, 20 million impressions, 62,000 recipe
downloads.
18. • Tree Top is grower-owned and, like our target moms,
Tree Top growers share similar values… feeding their
kids good food, raising them well, and living a real
and authentic life.
• Tree Top truly is Real Fruit From Real People.
20. • 1.4 million user-initiated video views
• 55,000 visits to the Words To Grow By
Quilt
• 3,019 quilt squares created
• Over 4,000 new Facebook fans
• 115,440 minutes spent on WTGB site
• Purchase loyalty now exceeds 50%
22. CLE PERSONA
THE CONSCIENTIOUS LEARNING ENTHUSIAST AS A PERSON
AGE 42
A nita
MENTAL HEALTH COUNSELOR ATLANTA, GA
QUIETLY MAKING A
FORMIDABLE DIFFERENCE
PRAGMATIC
ALTRUIST
SELF- SOPHISTICATED
EFFACING OPTIMIST
DEEPLY WANTS TO
PRINCIPLED GIVE BACK
AND NEEDS
TO EARN
GENEROUS
MORE FOR
HER FAMILY
CLEAR
CHANGING
HER WORLD,
NOT THE
WORLD
• We found our best learners (Conscientous
Learning Enthusiasts, as we called them)
TECHNOLOGY
WIDELY IS A TOOL,
LOVED NOT AN
INTEREST
weren’t promotion-hungry; they were purpose-
SELF-
DISCIPLINED
STRONG TOUGH
WORK ETHIC ON HERSELF
HER GOAL BUT “FIRST, DO
NO HARM”
IT MEANS FIXING
PROBLEMS THAT
IT DEMANDS AN
EDUCATION TO HER
THE WORTH OF
HER DEGREE
driven. The same was also true for a lot of
Capella faculty… they were also CLEs who saw
HIGH STANDARDS
She’s grown out of naive STILL NEED FIXING Being able to look her
To use her education A very deep, strong, empirical
good intentions. “I tried “Not because they conscience in the eye —
to make a difference and theoretical framework.
saving the world in my are easy, but because which is harder to impress
And the knowledge that she
in people’s lives. 20s. It didn’t go so well.” they are hard.” than any employer.
truly knows her stuff.
teaching as a way of paying it forward.
Anita is a modest, hardworking 42-year-old counselor At Capella, she’s close to completing her MS in mental In the meantime, she’s not going to let down her
in one of Atlanta’s suburban neighborhoods. And the health counseling, and plans to continue on to get her family and neglect her other obligations. So higher pay
mother, wife, daughter, CFO, and COO of both her DSW (Doctor of Social Work). grades and status are needs, not wants. And she’s not
house, and her widowed father’s, two doors down. going to take on unrealistic debts and workloads, either.
Her focus, and the dissertation she’s planning, is on She may have dreams, but she’s not just a dreamer.
multi-generational child abuse in African-American
The walls in her front room are covered in framed photos communities. In her view, it’s a tragic, stubborn problem
of her children, her nieces and nephews, achievement that’s been left unchecked by most of the policies In fact, she’s the embodiment of the methodical,
• Purpose has power.
plaques and certificates, and notes of thanks, love and rooted in Caucasian cultures. hardworking, smart-working planner. She keeps
inspiration. It’s hard to tell where her family ends and her promises, meets her deadlines, and hates being
her extended family and community begins. anything less than a week ahead.
She knows full well this will be a long path — one so
complex and treacherous, it will take extraordinary
It’s true for the rest of her life, too. Where she lives, work just to “first, do no harm.” She will be intervening It’s no surprise that Anita has a confident and clear
family, neighbors and church are ever present. In her in fragile, interwoven lives, and entering a labyrinth of view of the path ahead of her, and exactly what she
conversations, her professional work, her research — politics, taboos and misunderstood science. needs from Capella. But she also knows that even she
and in her ambitions, complications and “aha” moments. could be wrong — after all, that’s half the adventure of
For her, knowing that she’s prepared with a deep and learning with an open mind.
rigorous education is a moral imperative, not just a
box to check.
23. • Champion a POV that creates involvement.
• Dare people to make a difference and then give them the tools/
inspiration to do it.
• Redefine their learning experience.
• Create programs and content to engage people through challenges and
features on high-profile “difference makers.”
24. • 30% lift in inquiries and enrollments
• Fastest growth rate in the category
25.
26. Welcome to the third era of natural brands.
Number of Product Launches:
Natural & Organic Meals & Meal Centers
2007 2008 2009 2010 2011 est
3
200 Real
2
Brands
Land
100 Grabs
0
Source: Mintel’s GNPD
‘Natural and Organic Food and Beverage: The Market’ (US), October 2011
1 Clutter of
Attributes
Clutter of
Faux-Natural
Garage
Bands
27. Annie’s sits at the center of a major cultural opportunity.
BFY and energy boost are
top innovation areas The definition
of healthy
snack varies
Even healthy snackers indulge — 70/30
-- Mintel
Meals More Often
2/3 of Americans eat
snacks, and 78% are 40% of U.S. consumers are
healthy snacks interested in “packages
with small portions”
Give
me the
Snacking tools,
Society not the
rules
Snacking visits to Snacking accounts
fast food growing for 27% of kids’ calorie “Low in” “High in”
by 9% in next consumption: “Free”
5-10 years 2.7 snacks/day
A PLACE
for
annie’s
Real Lifestyle
Meals made from scratch
The Rise need for are down by 13% and the
avg. # of food items in a
of Real convenience meal is down to 3.5 from 5.5
-- NPD’s National Eating Trends
59% of 25-44 year olds love cooking
25 to 44-year-old dds
Real Behaviors Real Food The Google generation
wants it now
More than half (56%) of
food/beverage product C-Store sales expected to hit
categories in the U.S. $800 billion next year
showed decreases in
the average number of
ingredients per product 70% of children live in a HH
between 2008 and New formats where all adults work
2009. -- Mintel New experiences -- Center for American Progress
Importance of family meals NOFB sales up 20% from 2009
increases 9% over last decade -- Mintel
-- CASA Annual Study
28. And there’s an opportunity to use our personality to stand apart.
FUN
The
Natural
mainstream
versions of
snack space:
mainstream
pleasure,
foods typically
personality,
end up here
enjoyment
HOW THE HOW IT
FOOD IS FITS INTO
MADE YOUR LIFE
The natural
food space:
origins, farms,
ingredients,
‘making good
choices’
SERIOUS
29. In other words; to make doing something good, fun.
The history of industrialized American eating in two lines
EASY
BAD GOOD
HARD
30. Social Snapshot*
88,871 fans
51,688 followers
808,109 views
588 fans
Low
Total Social Mentions
85,447**
*Meltwater Buzz Social Monitoring; 60-Day-Analysis; 2/6/12 – 4/4/12
**Social mentions account for public domain information available to anyone. This does not include private Facebook accounts or brand pages
31. Social Snapshot*
108,041 fans
N/A
N/A
N/A
High
Total Social Mentions
1,023**
*Meltwater Buzz Social Monitoring; 60-Day-Analysis; 2/6/12 – 4/4/12
**Social mentions account for public domain information available to anyone. This does not include private Facebook accounts or brand pages
32. Social Snapshot*
43,674 fans
3,403 followers
31,197 views
N/A
Medium
Total Social Mentions
887**
*Meltwater Buzz Social Monitoring; 60-Day-Analysis; 2/6/12 – 4/4/12
**Social mentions account for public domain information available to anyone. This does not include private Facebook accounts or brand pages
33. Social Snapshot*
239,209 fans
4,986 followers
33,770 views
16 fans
Medium
Total Social Mentions
1,466**
*Meltwater Buzz Social Monitoring; 60-Day-Analysis; 2/6/12 – 4/4/12
**Social mentions account for public domain information available to anyone. This does not include private Facebook accounts or brand pages
34. We’re in good company.
meaningful
lifestyle choices
with a personality
35. And there’s a broad audience that shares these values.
Practical
progressives
CONSCIOUSLY
CHILD-CENTERED HEALTHY
“Enjoy spending time with my “Try to eat healthier foods”
kids” “Consider nutritional value as
“Kids have significant impact most important in foods I eat”
on the brands I buy” “Look for fresh ingredients when
“Enjoy indulging them with I cook”
Demographics little extras” “Shop especially for organic or
Age: 25-54 “Provide my kids with things I natural foods”
didn’t have”
Female (60%)
Average Age: 39
Married
Kids at Home (2) RESPONSIBLY GREEN INFORMED LEADERS
Employed Full/Part-time (68%) “More likely to purchase from “Usually the first of friends to
Skew to the West (127) environmentally friendly try a new health food”
company” “Actively seek information
“Everyone has a about nutrition and eating
personal obligation to be healthy”
environmentally responsible” “Prefer to know as much as I
“Believe that eco-friendly can about ingredients in food
HHI products are of higher before I buy”
quality”
Source: Fall 2011 NCS Adult Survey
36. Her life is about balance.
PERSONAL ACTIVITIES FAMILY ACTIVITIES
182 130
138
138
143 164
159
155 138
140 129
37. She even balances everyday living with a values-based
point of view.
(158) (148)
(176) (135)
(153) (159)
(139)
(168)
(127) (168)
38. Why us? We’re more than just an
executional partner.
We are an extension of your team that:
• solves problems together
• sweats the small stuff together
• uncovers opportunities together
• wins together
We’re strategic drivers who understand how the pieces of the
mix fit together to amplify our voice.
We’re forward-looking innovators who help our partners get
more out of their media than just a placement.
We are a values-driven organization that’s passionate about
creativity.
