At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held on the impact of research. The panelist discussed the Home Farming Movement of Triscut. How research was conducted and used to optimize the campaign was discussed and how to leverage insights to optimize communication. Panelist included, Heddy DeMaria Director, CIS of BiscuitKraft Foods, Inc. & Julie Kravetz Acct Planning, DirectorOf Euro RSCG & Jim Low Marketing Director of Kraft Foods, Inc. Mainak Mazumdar, SVP of Measurement Science &Product Marketing for The Nielsen Company moderated the discussion.

1. RESEARCH IMPACT
Moderator
Mainak Mazumdar
SVP, Measurement Science &
Product Marketing
The Nielsen Company

3. Triscuit: Unearthing What Matters
Leveraging Insights to
Optimize Communication
Heddy DeMaria Julie Kravetz Jim Low
Director, CIS – Biscuit Acct Planning, Director Marketing Director
Kraft Foods, Inc. Euro RSCG Kraft Foods, Inc.

4. What We’ll Share with You Today
• The consumer work we did to connect what we
knew was true about Triscuit with what we
suspected was true about our consumer
• How we turned that into a program called the
Home Farming Movement
• The way we tested and optimized our program
• The results!

5. Some of the Tools We Used
• Data mining used to refine Triscuit’s Consumer
definition
• On-line blog/ethnographies
• Copy testing with e-motion saccadic
measurement
• Online monadic graphic study

6. Our Challenge
• Despite clear identity of the brand’s benefits,
Triscuit was losing consumers and not achieving
its growth targets
• We needed to do a better job at understanding
Triscuit’s Growth Consumer and how to better
connect with her

7. A Gap Between Reality and Perception
Reality: Many Virtues Perception: Outdated
Serious Plain
and Cold and Boring
Simple Ingredients Heritage
Unique Texture Fibrous Old- Fashioned

8. We Went Digging with Simmons Data
94M women buy crackers Difference =
83 Million Women!
11M
Women
Buy
Triscuit

9. Our Question
Which of the 83 million are most
“Triscuit positive”?

10. We Constructed a Values-Based Algorithm
Triscuit strategy
Identified which of the
“simple, authentic,
83 million non-Triscuit
goodness” and built
cracker eaters shared
a “mindset” that
this “mindset”
reflect it

11. And Found 21 Million Women!
Introducing “Hannah”
Predisposed to healthier snacking
Had a preference for natural, real ingredients
Openly engaged to a message around “Simple, Authentic, Goodness”
• Nutritional value is the most important factor in what food I eat
• Prefer to eat foods without artificial additives
• I usually snack on healthy foods
• When shopping for food I look for natural/organic
• I like the trend towards healthier fast food
• I usually look for the freshest ingredients when I cook
• I make a conscious effort to recycle
• I am worried about pollution caused by cars
Source: Simmons 2010

12. Our Next Question
By all measures she should be
buying and loving Triscuit.
So why wasn’t she?

13. We Turned to Blogs and Ethnographies
Working with NOW WHAT Research we Immersed
Ourselves in the Lives of 21 Hannahs

14. A Special Stage of Life
● Fast ● Thoughtful
● Juggling ● Focused
● Whatever works ● What I enjoy
● Live for “Them” ● Live for “Me”
Source: NOW WHAT Research

15. Discovering the Creative and
Self-Expressive
Source: NOW WHAT Research
@ 5ADVERTISING
7. RESEARCH
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16. Connecting to What Really Matters
Where my
daughter and I talk
Fireplace for
family to
gather around
Source: NOW WHAT Research

17. Foods and Brands That Feed Her Soul
Upfront
Honest
Transparent
Creative and witty
Modern and fun
Unique
Wholesome
Healthier
Source: NOW WHAT Research

18. And How Was Triscuit Seen
in This New World?
Source: NOW WHAT Research
@ 5ADVERTISING
7. RESEARCH
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19. The Core Insight
Hannah is inspired by a sense of purpose, meaningful conversations, richer
friendships, deeper connections, joy and fulfillment and real foods that are delicious
Snacks that nourish the body, the senses, the mind
Source: NOW WHAT Research

20. We Used the Core Insight to Build a
Connection Between Hannah and Triscuit
Brand Product Consumer Culture
A mission to Made from Craves simplicity, Post-recession
champion simple, 3 simple honesty and to more back to basics
authentic ingredients closely align her mentality: home,
goodness values with her family and
actions community
“Unearth What Matters”

21. Home Farming… a Philosophy in Action
• Engages Hannah in creative activities
• Reinforces connection through her
appreciation of
– Real ingredients in food
– Connecting with friends who share her passions
– Enriching sense of time, place and pride of ownership

22. In Short, We Aimed to Do Something
That Matters!
The Home Farming Mission
• Help everyone, everywhere
create their own home farm
– Inspire
– Equip
– Inform
– Support

24. How Do We Ensure a
Strong Home Farming 2.0?
We didn’t turn off the research…
We put our two biggest vehicles
under the microscope:
TV and Packaging

25. Copy Testing Told Us We Had a Solid Spot
• Strong Involvement: Zapping Below Norm
• Clear Message Delivery –
“Growing Vegetables at Home”
• Great Brand Fit
• Increases Triscuit’s Perception
– Delicious way to eat healthy
– Encourages consumers to join something meaningful
– A brand that cares about the environment
– More than just a snack
Source: PreTesting Group

26. Strong Likeability…
2% 3%
12%
41%
42%
Liked it very much Liked it somewhat Neither liked nor disliked it
Disliked it somewhat Disliked it very much
Likeability: Q. Which statement best describes how much you either liked or
disliked the Triscuit commercial?
Source: PreTesting Group

27. …with Strong Message Delivery!
10%
27%
11%
23%
29%
Very likely Somewhat likely Neither likely nor unlikely
Somewhat unlikely Very unlikely
Intent to visit website: Q. How likely would you be to visit the website
to learn more about Home Farming?
Source: PreTesting Group

28. Saccadic Eye Tracking Showed Engagement
Levels Peaked During Consumer Close-Ups…
Active Saccadic Data
Active e-Motion Index
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Source: PreTesting Group

29. Leveraging Learning, We Put the
Message on 4 Million Packages…
joion,.,
Home Farming
Movement!
Triscu t
.. ORIGINAL ,
•
~
@ 5ADVERTISING
7. RESEARCH
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30. And Consumers Said… “Not Bad”!
Strengths
• Broke through shelf clutter
• Viewed as unique
• Improves imagery: contemporary, energetic,
cares about environment, shares my values
Optimization Opportunities
• Dial-up appetite appeal
• Less motivating
Source: Market Tools, Graphic Evaluation

31. Home Farming Message Was Strong…
…but we needed to improve seed card communication
Aided Recall of “Home Farming” Aided Recall of Seed Card
Phrase on Triscuit Package (%) Information on Package (%)
Cell 2: Triscuit Home Farming Cell 2: Triscuit Home Farming
Total Total
(N=157) (N=157)
8 Noticed
Noticed 32
“Home Seed Card
Farming” Information
Phrase on Back of
Package
92 68
Q 31. Did you notice the “Home Farming” phrase on the package of Triscuit crackers you saw?
Q 34A. Did you notice the seed card information on the back of the package?
Base: Those who viewed Home Farming package
Source: Market Tools, Graphic Evaluation

32. New and Improved…
and Now Hitting Shelves!
Dials-Up
• Home Farming
communication
• Connection with shopper
• Appetite appeal –
more real food presence
• Clearer communication
on back panel
• Additional panel dedicated
to seed instructions

33. It Must Have Been Good Enough for a 2.0…
…but how good?

34. Our Efforts Spawned a Real Movement…
• 500,000 + visitors
• 4,000+ home farms
• All 50 states
• 12 countries!

35. Anchored by a Real Commitment…
@ 5ADVERTISING
7. RESEARCH
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36. Generating Real Buzz…
Half a BILLION earned impressions!

37. Generating a Real Turnaround!
Base velocity % change
12
10
8
6
4
2
0
-2
-4
-6
-8
-10 2009 2010

38. We’re Looking Forward to a Great 2011!
Join us on Triscuit
National Home Farming Day Join us anytime
April 12, 2011! at homefarming.com!