The document outlines Kashi Frozen Pizza's strategic media plan to increase sales from $36 million to $40 million. The plan aims to boost brand awareness among healthy lifestyle target audiences through a $1.2 million integrated digital campaign, including targeted ads on travel blogs, Spotify, social networks, and guerrilla marketing events. The campaign will run heavy months from January to March and October to December, reaching 50 people with a frequency of 4.1 and light months the rest of the year, reaching 42 people with a frequency of 3.

1. Kashi Frozen Pizza
Strategic Media Plan

2. Agency Profile
Excellence
Innovation
Value

3. Category & Sales Obj.
Current: $36 million
Goal: $40 million (15%)
Natural & Organic projection: 10%
Organic projection: 17%-20%

4. Current Media Spending
Under $200,000 per year
0.56% of sales
Exclusively internet placements

5. Target Audience
Healthy Habits
Simmons
InterviewsLove the idea of Traveling Abroad -145
I ask for advice before buying something - 146
Advertising is a waste of my life- 136
I spend a lot of time in the store browsing - 176
Creative, Imaginative, Innovative - 144
“I would have it if it was given to me”
“Never heard of this”
“Is it better than Sammy’s”
“I avoid advertising”
“I dont watch TV on TV”
“I wish I was traveling”
“Listen to Spotify all day”
Female
20 years old
College Student

6. Competitive Analysis
Primary Competitors
Amy’s Kitchen
Annie’s Homegrown
Secondary Competitors
Lean Cuisine
DiGiorno

7. S.W.O.T Summary
Strengths Weaknesses
Opportunities Threats
● High brand recall
● Wide variety of products
● Appealing to healthy lifestyles
● Lack of recognition among
frozen pizza market
● Higher price for healthier pizza
affects sales
● Appealing to customers and
potential customers that lead healthy
lifestyles
● Show how healthy options can still
taste good
● Economic situation may affect
sales
● More healthy frozen options are
being introduced to the market

8. “You’re a box.”

9. Media Objectives
Increase brand awareness among target
audience
12 month spot campaign
Emphasize product through digital media
Rationale:
We believe this will be the best way to
increase brand loyalty among target

10. Media Strategies
Digital Strategy
Demographically Targeted Ad Networks
Paid advertising on US travel blogs
Spotify and Pandora Ads
Social Ad Networks
Pinterest, Twitter, Facebook, Instagram
Earned Digital Media
BuzzFeed Quizzes
Presence on Health and Wellness Blogs

11. Media Strategies
Guerilla Marketing
In-store sampling
Local Health and Wellness Events
Sponsorship of Races
Pizza Installation
Spring Break Sweepstakes

12. Reach, Frequency, & GRP
Integrated Pulsing Campaign
Heavy-Up Months (January-March, October-
December)
Reach of 50
Frequency of 4.1
203 GRPs
April-September
Reach of 42
Frequency of 3
124 GRPs

13. Geography
chosen by % of Kashi sales

14. Budget
Anticipate $40 million in sales
Our budget will be $1.2 million
only %2.8 percent of total sales
(below industry average of
%6.5)

15. “You’re a box.”