Jack's Pizza Creative Portfolio
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This document provides information on Jack's Frozen Pizza brand, including profiles of key account managers, brand history and insights, SWOT analysis, and examples of marketing campaigns. The profiles introduce Jennifer Dineen, Taylor Harvey and Gemma Wilson. Key insights note trends in frozen pizza consumption and how Jack's compares to competitors. Marketing examples span print, digital, TV, radio and social media, promoting messages like value, convenience and traditional Wisconsin ingredients.
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chew in our daily rumination about health and fit-
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As marketers, we understand global brands. We may even admire these brands’ power, consistency, and reach. We also understand local brands and their ability to connect authentically with consumers. We may admire these brands for passion, connectedness, and community enrichment. So, what about a glocal brand? From Whole Foods Market Lincoln to HopCat, the self-described “anti-chain chain” – we’ll talk about whether a brand can be both global and local. Together, we will attempt to find a balance between brand consistency and meaningful connection with a local market.
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Jack's Pizza Creative Portfolio
- 1. Jack's Frozen Pizza Jennifer Dineen Taylor Harvey Gemma Wilson
- 2. Insightful Integrated Multimedia Messaging Consumer-centric Relevant, Respectful and Timely Print. Digital. TV. Social Media. Radio. Streetcorner.
- 3. Jennifer Dineen Runner. Cheesecake connoisseur. Occasional Guitar Hero rockstar. Foursquare mayor of Chipotle. Aspiring account planner. Dream account: Oreo. Favorite campaign: Oreo "Daily Twist" by DraftFCB. Specializations: Planning and strategy.
- 4. Taylor Harvey I’m a New Jersey transplant who is developing a severe cheese curd dependency here in Wisconsin’s capitol city. An aspiring journalist, I spent the past four years in The Daily Cardinal’s newsroom, and I’m now an intern for Isthmus & a desk editor at The Madison Commons. I love a good book, The New York Times, South Africa & the beach.
- 5. Gemma Wilson Specialties: • Digital design • Web marketing • Social media • Event planning Account Manager/ Creative Director Small/Mid-sized firm Recovering couch potato Mani/Pedi-phile Animal lover OBSESSED!!! "All the world is a stage." UW School of Journalism & Mass Communication - JBA Strategic Communication certificate in Digital Studies
- 6. Jack's Frozen Pizza Néstlé • • Icon of the Midwest 1960 - Little Chute, Wisconsin o • • Still made in WI Real Wisconsin cheese Family Favorite o Strong loyalty Jack's Original Jack's Naturally Rising Jack's Half and Half
- 7. Key Insights - Percentage of households consuming frozen brands increased from 62 to 66% between 2007-2009, but decreased 2.9% between 2010-2011 - A market analysis ranked Jack's Original 6th out of 10 frozen pizza brands in terms of sales in 2012 - Frozen pizza industry is projected to grow as demand for convenient meals increases - Jack's is at least $2 cheaper than most competitors - Jack's 100% real Wisconsin cheese sets it apart from many competitors
- 8. S.W.O.T. Strengths - High levels of brand devotion - Low-cost - Strong Midwest following - Until recently, indicated "best" of cheap pizzas Weaknesses - Steadying economy = lower frozen pizza sales - Simpler, lower-quality ingredients than most competitors - Recent issues with quality control Opportunities - Low cost and bulk packaging - Simplicity Threats - Palermo's Pizza offering similar bulk purchasing deals - Trend towards gourmet pizzas
- 10. Snack for One
- 11. Dinner for Four
- 13. Billboards and Installations "Follow the Good Stuff"
- 14. Billboard
- 15. Grocery Store Installation (message on freezer case)
- 16. Online Banner Advertisements "Catch the Savings"
- 18. Engagement with the brand's Facebook Opportunities for continuance.
- 19. Radio Advertisements "Jack's Pizza is a Classic"
- 20. Jackety Jack's AUDIO FILE To the tune of Yakety Yak by The Coasters: Jack’s Frozen Pizza is the best. We taste much better than the rest Made with cheese that will impress Cuz we come straight from the Midwest. Jackety Jack’s Is the Best. You're comin home real late at night, and you're searchin for a bite, you know Jack’s Pizza is the best ready in 10 minutes or less Jackety Jack’s Is the Best.
- 21. Do You Love Meat? AUDIO FILE To the tune of "Do You Love Me?" by The Contours: Do you love meat? (on your frozen pizza) Do you love cheese? (real Wisconsin cheese-ah) Do you love pizza? (Do you love it?) Why don’t you buy Jack’s (Jack’s) (Jack’s) Jack’s Frozen Pizza! (The Works, The Works) Try ‘em all baby (Supreme’s a dream) When I run out, they go crazy (Half & Half) Why don’t you run and go get some Jack’s.
- 22. Jack's Pepperoni AUDIO FILE To the tune of Larry William's "Bony Maronie": My favorite pizza is Jack’s Pepperoni, Stacked with meat, this pizza’s no phoney, 20 minutes 'til it's ready once the oven turns on, I better make another 'cause it's already gone If you love meat, and you love cheese, You’re in luck - Jack’s has these, Now family dinners are a breeze
- 23. Television Advertisements "Protect Your Home From Hunger"
- 27. Breaking News: Wife/mother explodes, could have been prevented with Jack's Pizza purchase
- 29. The Fight Against Husband Hunger