My team and I chose  Dr. Praeger's as a client given that the brand isn't well known in grocery stores. We wanted to dive deep and find a solution to better market Dr. Praeger's healthy products.  The goal was to drive brand awareness and create engaging ads to attract the target consumer. 

1. By: Matt White, Jay Persak, Callie Hedtke,
Alexis Gandhi, and Simone Daley

2. Background
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3. Brand and Product — Dr. Praeger’s
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4. Brief History and Current Marketing
● Family-owned company
● Ads primarily from owned media
● Current revenue of around $100 million
● “The biggest impact we can make is by delivering the most delicious recipes made
from simple, nutritious and meatless foods that help encourage good eating habits
that last a lifetime.” (2020)
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5. Key Findings
● Affordable
● Healthy
● Convenient/Fast
● Great Taste
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6. The Problem
● Lacks:
○ Paid advertising
○ Strong brand recognition
● Dr. Praeger’s current ads mainly target 25-34 females
● In need of a campaign that reaches the 18-24 demographic of men and
women.
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7. Solution
● Execute an awareness-driven campaign
● Focus on younger demographic
● Distinguish Dr. Praeger’s from competition by communicating the
simplicity and deliciousness of veggie burgers
● Identify the product as the perfect solution for busy people wanting to
eat healthy
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8. Strategic Campaign Plan
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9. Strategic Campaign Objective
To increase the frequency of purchase from current customers while
expanding the brands reach to new demographics
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10. The Target for Dr. Praeger’s
Our Primary Target Audience
● 27-34 year old age demographic
● Has largely vegetarian/vegan eating habits...
○ But doesn’t like/have time to cook
● Familiar with the healthy/frozen category and Dr. Praeger’s
● Concerned with personal health
● Busy/fast paced lifestyle, beginning a family
● Urban, coastal
● Low-moderate to moderate income level
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11. The Target for Dr. Praeger’s
Secondary Target Audience
● 18-26 age demographic
● Finishing undergraduate/starting graduate school
● Works full-time job
● Exploring different plant-based protein options
● Wants to find a fast, easy way to consume vegetables
● Has been eating less meat or is trying to eat less meat
● Finds cooking intimidating
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12. Our Position in the Market
● A frozen, healthy, plant-based meal or vegetable option
● Quick and easy
● Adaptable
● Affordable, around 5-7 dollars per box depending on location
● Recognizable ingredients
● Designed by Doctors
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13. Messaging Strategy
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14. BIG IDEA
Our goal is to incorporate healthy and affordable meals
into everyone’s busy lifestyle.
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15. Tactic 1
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16. Instagram/Facebook Ad
● Advertisement targeting dual audiences
● Stop-motion to create life-like effect
● Creates brand awareness
● Builds interaction with target audiences
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18. Tactic 2
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19. Sampling In Stores
● Reaches all audiences
● Drives awareness
● Interactive
● Provides information on
product
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21. Tactic 3
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22. Out-of-Home Print on Local Trains
● Reaches both audiences through the need of transportation and by
choosing the more environmentally friendly option
● Would be eye catching and memorable
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24. Media Strategy
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25. Media Plan
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Where message runs:
● Instagram and Facebook, grocery
stores (Whole Foods, Jewel, and
Trader Joe’s), local train
Schedule of our media:
● Instagram ad: All year
● Grocery stores: March: once a
week
● Train: May - September

26. Conclusion
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27. Dr. Praeger’s offers healthy choices of meals that are low
cost, budget friendly, and convenient for the working
college student or the busy lifestyle of a doctor, or lawyer.
● We introduced Dr. Praeger’s being a great product with little recognition and word of mouth,
especially with our goal of having young adults purchasing it.
● Remind people of profile/explain profile including age
● Explain Dr. Praeger’s is different than other competition
● Connect this to solving the problem because we need to implement an awareness-driven
campaign that not only communicates the great product, but adds a persuasive ad that gives it
the recognition it deserves.
● To do this, we used the big idea “to incorporate healthy and affordable meals into everyone’s
busy lifestyle ” which can appeal to our whole target and will use Social Media, Public
Transportation, and local grocery stores to reach our target to do this.
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28. Sources
● Barkho, Gabriela. “CEO of Veteran Veggie Burger Company Dr. Praeger's Discusses the Meatless Boom.” Observer,
Observer, 1 Sept. 2019, observer.com/2019/09/dr-praegers-larry-praeger-meatless-boom-interview/.
● Watson, Elaine. “The Rise and Rise of Dr Praeger's Sensible Foods.” Food Navigator USA, William Reed Business
Media Ltd., 26 Mar. 2014, www.foodnavigator-usa.com/Article/2014/03/26/The-rise-and-rise-of-Dr-Praeger-s-
Sensible-Foods.
● MarshamInternational. “MarshamInternational (@Marshamcanada).” Twitter, Twitter, 31 Jan. 2020,
twitter.com/marshamcanada.
● Photos: “Dr. Praeger's (@Drpraegers) • Instagram Photos and Videos.” Instagram, 2014,
www.instagram.com/drpraegers/?hl=en.
● “Plant Based Perfection: Dr. Praeger's Purely Sensible Foods.” Dr. Praeger's Sensible Foods, 2020, drpraegers.com/.
● Hrynowski, Zach. “What Percentage of Americans Are Vegetarian?” Gallup.com, Gallup, 11 Oct. 2019,
news.gallup.com/poll/267074/percentage-americans-vegetarian.aspx.
● by RJ Reinhart. “Snapshot: Few Americans Vegetarian or Vegan.” Gallup.Com, Gallup, Aug. 2018,
news.gallup.com/poll/238328/snapshot-few-americans-vegetarian-vegan.aspx.
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