The document provides an overview and marketing plan for "Cauliflora", a brand focused on cauliflower products and recipes. The plan includes situational analysis, product details, consumer demographics, trends, competitors, a creative brief, and integrated marketing strategy. The strategy incorporates traditional media like TV, magazines, and digital display ads alongside promotions, a brand website, Pinterest, and a Twitter contest to drive awareness of cauliflower's versatility. The goal is to generate awareness of how cauliflower can promote healthy living through various recipes.

1. CAULIFLORA:
AS UNIQUE AS THE PEOPLE
WHO PREPARE IT
Emily Cummins, Amy Mulvey,
Mary Schwappach, Ernesto
Aveledo SosaCauliflora

2. AGENDA Cauliflora

3. CONNECTION WITH DOLE
Cauliflora
Cauliflora

4. SITUATION ANALYSIS
Cauliflora

5. THE PRODUCT
CaulifloraEats.com
Front
View
CaulifloraEats.com
Featured Recipe:
Cauliflower Pizza Crust
From: Liz Clarke, NY
• Ingredients:
• 4 cups raw cauliflower rice
• 1 egg
• 1/3 cup cheese
• Pinch of salt
• Pinch of Pepper
Directions:
• Preheat to 300
• Mix Ingredients
• Line Pan with Mix
• Bake for 35-40 mins.
Take a photo of floor sticker and post
on Twitter with the name of your
recipe & #Cauliflora #Whole Foods
for your chance to be the next
featured recipe!
Rear
View “As Unique as the People Who
Prepare It!”

6. CONSUMER DEMOGRAPHICS
Gender Total ‘000 Projected ‘000 PCT
Across
PCT Down Index
Women 100,396 27,973 27.9 75.9 111
Men 46,863 8,871 18.9 24.1 76
Age:
Women
Total ‘000 Projected ‘000 PCT Across PCT Down Index
25-54 55,563 14,381 25.9 39 103
18-49 53,302 12,332 23.1 33.5 92
18-34 25,363 5,106 20.1 13.9 80
Household Income Total ‘000 Projected ‘000 PCT
Across
PCT Down Index
60K-74.9K 14,839 4,040 27.2 11 109
75K-149.9K 37,577 10,867 28.9 29.5 116
150K+ 13,814 4,440 32.1 12.1 128
Cauliflora

7. TRENDS
Rising Trends in
Personalization &
Convenience
Cauliflora
Rising Trend of
Obesity –
which leads to
focus on
healthy eating
Rising Trend in
Farmer’s Markets –
Higher demand for
fresh produce Rising trend in
consumers’
willingness to try
new recipes

8. COMPETITORS
1. Smaller Cauliflower
Brands
 Andy Boy
 Ocean Mist Farms
 Queen Victoria
2. Other Cruciferous Vegetables
 Broccoli
 Green Giant (Target)
 Bok Choy
 Kale
 Cabbage
 Green Giant (Target)
Cauliflora

9. COMPETITORS
25%
11%
46%
18%
Market Share of Canned
Vegetable Market
Del Monte
General
Mills
Private
Label
3. Canned/Bagged
Vegetables
4. Secondary Vegetable
Markets
Cauliflora

10. CREATIVE BRIEF
Cauliflora

11. MARKETING STRATEGY
 Key Fact: Consumers do not
perceive the versatility value of
cauliflower.
 Marketing Problem: Generate
awareness of how cauliflower can be
used in a variety of ways to promote
healthy living and an assortment of
options.
Cauliflora

12. September
October
November
December
January
February
March
April-
August
MEDIA STRATEGY &
PLAN
Nashville
Music City
Food & Wine
Festival
Promotion
• Prime Time Cable
Television
• Magazines
• Digital Display Ads
• Prime Time Cable
Television
• Magazines
• Digital Display Ads
New York City
Food & Wine
Festival
Promotion
Budget: $7
Million
• In all months:
• Brand Website
• Pinterest
• Twitter
Flighting Media
Plan
Cauliflora
South Beach
Wine + Food
Festival
Promotion
New York City
Food & Wine
Festival
Promotion

13. MRI+ DATA – CLASS & VEHICLES
TV Projected
‘000
Inde
x
Cable Services: Cooking
Channel
6,768 125
Cable Services: HGTV 8,829 114
Cable Services: Food Network 11,042 111
HH subscribe to Cable 19,107 104
TV (Prime Time): II 7,479 104
TV (Prime Time): I (Heavy) 7,191 93
Specific Magazines Projected ‘000 Index
Bon Appetit 1,772 148
Real Simple 2,389 146
Taste of Home 3,354 141
Cooking Light 2,884 129
Good Housekeeping 5,018 129
Weight Watchers 2,169 124
Martha Stewart Living 2,519 122
Better Homes &
Garden
8,617 119
Food Network
Magazine
2,587 118
Parents 2,565 103
Cauliflora

14. Prime Time Television
Magazines
TRADITIONAL MEDIA
Benefits:
• Reaches Correct
Audience
• Demonstration Ability
• Appetite Appeal
Benefits:
• Selectivity of Audience
• Appetite Appeal
• High Pass Along/Long
Life
Weaknesses:
• Expensive
• Some Waste Coverage
• Fleeting Message (15
sec.)
Weaknesses:
• Non-Intrusive
• No Demonstration
• Long Lead Time
Cauliflora

15. TV AD STORYBOARD
“Our lives are busy.”
“In the middle of the hustle & bustle, it
can be hard to make sure our kids are
getting the nutritious food they need.”
“Especially when they’re picky.”
Cauliflora: As Unique as
the People Who Prepare
It
www.CaulifloraEats.co
m
“But it doesn’t have to be difficult to find
something for everyone”
Connections to Other
Media:
• Provides web
address &
Pinterest/Twitter
Icons
Cauliflora

16. MAGAZINE MOCK-UP
Connections to Other Media:
• Provides web address &
Pinterest/Twitter Icons
• Similar Image/Message
to TV & Mag. ads

17. Brand Website
Pinterest
Twitter
Digital Display Ads
DIGITAL MEDIA
Benefits:
• Free Media
• Offers Recipes
• Interactive
• Generates Earned Media
Cauliflora
Benefits
• Connects all Media
• Offers Recipes
• Always On Media
Benefits:
• Free Media
• Interactive
• Generates Earned Media
• Promotion Platform
Weaknesses:
• Difficult to Drive Traffic
Weaknesses:
• Difficult to Drive Traffic
• Must Generate Content
Weaknesses:
• Lack of Control
• Must Generate Content
Benefits:
• Direct Clicks
• Contextual Media
Cauliflora
Weaknesses:
• Low Click Through Rate
Cauliflora

19. BRAND WEBSITE
Forum
Cauliflor
a
www.CaulifloraEats.co
m
Link to Other Media:
• Provides Pinterest/Twitter Icons
• Videos from Promotional Events on Videos Tab
• Recipes referenced on TV & Mags. On Forum
Cauliflora

20. PINTERES
T
Connections to Other Media:
• Provides recipes referenced on
TV & in Magazines
• Traffic driven here from TV,
Magazines, Website &
Promotions
Cauliflora

21. DIGITAL DISPLAY ADS MOCK-UP
As Unique as the People
Who Prepare It!
Cauliflora
Connections to Other
Media:
• Provides clickable
link to website
• Pinterest/Twitter
Icons
• Similar images to
TV & Mags.
Cauliflora

22. PROMOTIONS
Cauliflora

23. CONSUMER PROMOTION: FOOD FESTIVALS
Links to Other Media:
• Offer recipes shown in TV,
Mags, Banner Ads
• Videos of the events will be
uploaded onto Forums tab of
Website

24. TWITTER
CONTEST
• Co-Op Advertising
• Incorporates Retailers
• Generates Earned Media Buzz on
Twitter
• Gets Consumers to Work for Us
• …No Budget Necessary!
Cauliflora
1. Take a picture of this sticker on your
phone
2. Post on Twitter with the name of your
favorite Cauliflower Recipe & #Cauliflora
#Whole Foods for YOUR CHANCE to be
the next featured recipe on Cauliflora
Packaging!
Visit us at
CaulifloraEats.com
& Follow us on
Pinterest for Great
Recipes!
@CaulifloraEat
s

25. TWITTERCauliflower Popcorn Recipe!! #Cauliflora #Meijer
CaulifloraEats.com
Featured Recipe:
Cauliflower Pizza Crust
From: Liz Clarke, NY
• Ingredients:
• 4 cups raw cauliflower rice
• 1 egg
• 1/3 cup cheese
• Pinch of salt
• Pinch of Pepper
Directions:
• Preheat to 300
• Mix Ingredients
• Line Pan with Mix
• Bake for 35-40 mins.
Take a photo of floor sticker and post
on Twitter with the name of your
recipe & #Cauliflora #Whole Foods
for your chance to be the next
featured recipe!
Rear
View

26. QUESTIONS?
Cauliflora
Cauliflora