The document outlines a two-phased marketing approach to launch a new frozen pizza brand called Screamin' Sicilian. Phase 1 focuses on raising awareness through digital media, press releases, and in-store signage and support. Phase 2 continues these efforts and adds in-store branding, sampling, the launch of a branded app, and additional online banners to further support brand personality and trial. The goal is to successfully introduce the new brand in the marketplace.

1. MARKETING
SUPPORT
AUGUST 2013

2. Marketing Support
• A two-phased approach is planned to launch
Screamin’ Sicilian, an out-of-the box, new
frozen pizza brand:
– Phase 1 focuses on raising awareness
– Phase 2 helps further establish brand personality
and supports product trial
2

3. Phase 1
• Launch digital media including
FB, Twitter and microsite at:
www.screaminsicilian.com
• Press release/product samples
to media and influencers
• In-store support: clings,
cardstock signs and 2x2’ freezer-
top signs

4. Phase 1
• Healthy banner ad
schedule. Ads link back
to microsite
4

5. Phase 2
• During phase 2, phase 1 efforts continue
• In addition, the following begins:
– In-store brand experience/sampling
– Launch of App
– Additional online banners that support the app
5

6. In-store Experience
• A glimpse of the phase 2,
in-store experience:
– Sandwich-board sign at
store entrance
– Screamin Sicilian’ brand
ambassadors hired to
conduct sampling+
6

7. In-store Experience
• Specific Screamin’ Sicilian booth
• Branded items to support in-store
experience including T-shirts &
napkins
7

8. In-store Experience
• Activities include:
– Product sampling
– Couponing
– Cart drops
• FREE pizzas given away at store
sampling (three)
– Branded bags game to create
in-store “noise”
8

9. Launch of App
• App is timer/game & is scream activated
9

10. Following a successful launch, Screamin’
Sicilian has grown in both product offerings
and sales, exceeding expectations.