3. “HOME STYLE MEALS”
Home may be perceived to have no physical
location—instead, home may relate instead
to a mental or emotional state of refuge or
comfort.
“Home is where the heart is.”
4. • “There is something about a shared meal--not some holiday blowout, not once in a while but
regularly, reliably--that anchors a family even on nights when the food is fast and the talk cheap and
everyone has someplace else they'd rather be. And on those evenings when the mood is right and the
family lingers, caught up in an idea or an argument explored in a shared safe place where no one is
stupid or shy or ashamed, you get a glimpse of the power of this habit and why social scientists say
such communion acts as a kind of vaccine, protecting kids from all manner of harm.”
Read more: http://www.time.com/time/magazine/article/0,9171,1200760,00.html#ixzz1fEvD3Wy0
6. FAMILIES ARE MISSING OUT.
Everyone eats healthier meals.
• Kids are less likely to become overweight or obese.
• Kids more likely to stay away from cigarettes.
• They're less likely to drink alcohol.
• They won't likely try marijuana.
• They're less likely to use illicit drugs.
• Friends won't likely abuse prescription drugs.
• School grades will be better.
• You and your kids will talk more.
• You'll be more likely to hear about a serious problem.
• Kids will feel like you're proud of them.
• There will be less stress and tension at home
http://children.webmd.com/guide/family-dinners-are-important
7. • Often times parents are looking for quick and
easy meal options so that they can fit dinner into
their busy schedule; turning to pre-made foods
and take out options. Using time that was once
allocated for making dinner for dinner it’s self, in
attempt to create more family time.
8. WHO’S GOT DINNER
TONIGHT?
• Though women are still responsible for much of the grocery
shopping, men are taking on an increasing share of the grocery
shopping. Purchasing those time saving pre-mades in the
freezer section.
• African Americans are choosing ready-made and prepared foods
(rather than cooking from scratch) at a higher rate than other
races.
9. IN THE AFRICAN AMERICAN
HOME:
• Family and family traditions are central to the
Black experience. Black families often appear to
be non-traditional—they are often multi- and/or
inter-generational; a combined household that
makes the whole stronger than its parts.
http://www.reachingblackconsumers.com/psychographics/
10. • According to the 2010 Census, African Americans made up 13.6% of the total U.S.
population, up from 12.9% in 2000. The U.S. Census Bureau projects an increase to
14.2% in 2025.
19. RECAP:
• Men are taking on more of the grocery shopping
responsibilities
• Frozen dinners are time savers to create family time at home
• No one is talking to men with families
• African
americans are more likely to purchase pre-made foods
than other ethnicities
• “Family
and family traditions are central to the Black
experience.”
20. WHO ARE WE TALKING TO?
African American Fathers
21. Jarred Micheals aka “Jay”
35 Media Habits 4/10 of his friends will
African American 1: TV have a smart phone
Married 2: Internet
2 kids ages 12 &14 3: Radio On his TV right now:
Earns: $35K yr NFL
From: Smyrna, Georgia Music: Gospel, R&B,
Hip Hop, and Soul
Insights:
His wife is in charge of most He is likely to add own
house hold affairs ingredients to pre-made
food to emulate home
He is constantly made feel.
fighting the
stereotype that Number one
african americans family outing:
are “dead beat dads.” Movies
(200% frequency compared to other ethnicities)
*Sources
22. FAMILY; FIGHTING THE
STEREOTYPE
• Family and family traditions are central to the
Black experience. Black families often appear to
be non-traditional—they are often multi- and/or
inter-generational; a combined household that
makes the whole stronger than its parts.
http://www.reachingblackconsumers.com/psychographics/
23. IN JARRED’S GROCERY CART
Although Black households are
eating at home more often
versus dining out, they are
choosing ready-made and
prepared foods (rather than
cooking from scratch) at a higher
rate than other races.
• Black cooks are likely to add their
own ingredients to prepared
foods to add flavors or to make
them seem more like
“homemade.” Mintel: The Grocery Cart of the Black Consumer - US - September 2010
24. WHAT IS THE ROLE OF BOSTON MARKET
FROZEN MEALS IN THEIR LIFE?
• Boston Market stands with them for family time, allowing them to
disprove the “dead beat dad” stereotype.
25. WHAT DO WE NEED THEM
TO THINK AND DO?
Think: Fathers who feed their families Boston
Market frozen dinners are showing their
dedication to family.
Feel: Satisfied that they are taking care of their
family
Do: Use Boston Market Frozen Meals as a tool
to create more family time
26. STRATEGIC STATEMENT:
• Boston Market Frozen Meals empowers fathers
to take care of their families regardless of
circumstance.
28. TREND: BACK IN THE DAY
• Nostalgia: A sentimental longing for the
past, typically for a period or place with
happy personal associations.
Dictionary.com
• Mad Men, apps like Hipstamatic and
new shows such as PAN AM are bring
to life the Nostalgia of the good old
days
• Using the lens of nostalgia, we will
harken back to a simpler time where
family and tradition were prime cultural
values
29. TOUCH POINTS:
Grocery Store POP
Parks and recreation departments (league
sports adult and child)
Movies
Television
Partnerships with seasoning brands
30. THANK YOU.
@PLANNERDEJOUR
*
http://pattyinglishms.hubpages.com/hub/Jobs-
in-Atlanta
http://fatherdad.com/
http://www.blackdemographics.com/
http://pattyinglishms.hubpages.com/hub/Jobs-
in-Atlanta
http://fatherdad.com/
http://www.blackdemographics.com/
Mintel reports by name:
Black Entertainment - US - April 2009
The Grocery Cart of the Black Consumer -
US - September 2010
Family Leisure Trends - US - March 2011
The Diet of the Black Consumer - US - May
2011
