The document outlines a marketing campaign for Sabra Hummus created by the advertising agency Sapphire International, with the goal of increasing awareness of Sabra Hummus and converting dip users to choose Sabra Hummus instead of alternatives like guacamole. The campaign aims to show Sabra Hummus can be used easily in a variety of situations through creative advertisements depicting scenarios of hummus consumption and a television commercial portraying hummus as part of a woman's daily routine. Research was conducted to understand target audiences and competitors to inform the strategy, creative content, and media placement of the campaign.
Kate and Layla represent Sabra's primary target market of health conscious mothers between the ages of 25-34 who are buying food for their families. Both women value nutrition, convenience, and taste when choosing snacks and meals for themselves and their children. They exemplify Sabra's target consumers who want easy, on-the-go options that also provide health benefits.
The document outlines a marketing campaign for Sabra Hummus created by the advertising agency Sapphire International, with the goal of increasing brand awareness and converting alternative dip users to Sabra Hummus by showing how it can be used in various easy ways. The campaign strategy is to portray Sabra Hummus as a simple snack that is perfect for any occasion through print, television, outdoor, and online advertisements depicting different scenarios of Sabra Hummus being consumed. Research was conducted to inform the campaign's target market of health conscious women ages 18-34, brand value proposition, and key message that Sabra Hummus is "a creamy delight that's always just right
For this project, I worked with team members to create an advertising campaign for Sabra Hummus. My main portion of the project was to photograph and design the advertisements.
Marketing 301 Isenberg School of Management, Sabra Hummus, new product recommendation, market analysis, industry trends, target market, current marketing mix, SWOT analysis
The document discusses expanding an established hummus bar business internationally. The hummus bar is successful in Hungary with 7 locations and loyal customers due to its cheap, healthy fast food. Market research found most customers regularly buy hummus products. For international expansion, the hummus bar should focus on domestic growth first to increase brand awareness and business through local wholesale stores before expanding further.
We created an Advertising campaign for class about the popular cheesy snack Cheez Doodles. My team, Top Tier Ad Agency, played up the "cheez" factor of "Cheez Doodles" with a 90's nostalgic marketing approach, utilizing popular television shows, specifically on Nickelodeon, to target Millennials and their childhood. We also implemented an immersive and integrated marketing experience with Out-Of-Home executions that would surely attract attention from Millennials.
Kettle Brand Potato Chips aims to position itself as a healthier chip alternative made from all-natural ingredients. The campaign will emphasize that Kettle Chips taste great without being greasy or containing artificial ingredients. It will show how Kettle Chips can bring families together for enjoyable occasions. The goal is to increase awareness of Kettle Chips, especially on the East Coast, and to change perceptions so people see it as a delicious, natural chip option. Television, internet, magazines and billboards will be used to reach women ages 18-54 and increase sales by 8% and awareness by 80% over the course of the campaign.
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
Kate and Layla represent Sabra's primary target market of health conscious mothers between the ages of 25-34 who are buying food for their families. Both women value nutrition, convenience, and taste when choosing snacks and meals for themselves and their children. They exemplify Sabra's target consumers who want easy, on-the-go options that also provide health benefits.
The document outlines a marketing campaign for Sabra Hummus created by the advertising agency Sapphire International, with the goal of increasing brand awareness and converting alternative dip users to Sabra Hummus by showing how it can be used in various easy ways. The campaign strategy is to portray Sabra Hummus as a simple snack that is perfect for any occasion through print, television, outdoor, and online advertisements depicting different scenarios of Sabra Hummus being consumed. Research was conducted to inform the campaign's target market of health conscious women ages 18-34, brand value proposition, and key message that Sabra Hummus is "a creamy delight that's always just right
For this project, I worked with team members to create an advertising campaign for Sabra Hummus. My main portion of the project was to photograph and design the advertisements.
Marketing 301 Isenberg School of Management, Sabra Hummus, new product recommendation, market analysis, industry trends, target market, current marketing mix, SWOT analysis
The document discusses expanding an established hummus bar business internationally. The hummus bar is successful in Hungary with 7 locations and loyal customers due to its cheap, healthy fast food. Market research found most customers regularly buy hummus products. For international expansion, the hummus bar should focus on domestic growth first to increase brand awareness and business through local wholesale stores before expanding further.
We created an Advertising campaign for class about the popular cheesy snack Cheez Doodles. My team, Top Tier Ad Agency, played up the "cheez" factor of "Cheez Doodles" with a 90's nostalgic marketing approach, utilizing popular television shows, specifically on Nickelodeon, to target Millennials and their childhood. We also implemented an immersive and integrated marketing experience with Out-Of-Home executions that would surely attract attention from Millennials.
Kettle Brand Potato Chips aims to position itself as a healthier chip alternative made from all-natural ingredients. The campaign will emphasize that Kettle Chips taste great without being greasy or containing artificial ingredients. It will show how Kettle Chips can bring families together for enjoyable occasions. The goal is to increase awareness of Kettle Chips, especially on the East Coast, and to change perceptions so people see it as a delicious, natural chip option. Television, internet, magazines and billboards will be used to reach women ages 18-54 and increase sales by 8% and awareness by 80% over the course of the campaign.
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
Designed and conducted surveys to understand key market segments for the brand
Analyzed primary research and secondary using programs like MRI+
Assisted with art direction in order to create brand concept
Created television and print ads and guerrilla marketing campaign
Frito-Lay is a major manufacturer and marketer of salty snack foods that had nearly $3 billion in net sales in 1985. The company sells various potato chips, corn chips, and dips. In the 1980s, Frito-Lay introduced several new cheese-based dips and recognized the growth of the vegetable dip market, seeing an opportunity to expand their product line. The company has a strong national distribution system and brand recognition that could help new product lines succeed if launched and positioned correctly.
The advertising agency I.O.N. was tasked with creating a campaign to increase sales of Life Savers mints by 3%. Their research found that while cleanliness was important to consumers, they also enjoyed sharing mints. Therefore, the campaign's goal was to position Life Savers as "Made to Share" by highlighting their individually wrapped packaging. The $9.3 million budget was allocated across television, magazine, internet and billboard placements targeting women ages 18-49. Creative concepts humorously depicted things not meant to be shared to emphasize Life Savers were easy to give and receive from others. Testing found the simple "Made to Share" tagline effective at conveying the sharing message.
The document provides an acknowledgment and thanks section for those who helped with a research project. It then provides a short executive summary of the research project which aimed to analyze consumer preferences and satisfaction regarding Lay's chips flavors in Pakistan. It gives a brief history of Lay's chips, describing how it was founded and became a Frito-Lay brand. It also lists and describes the various flavors of Lay's chips that have been introduced globally.
The document summarizes market research conducted on Doritos snack chips. It finds that taste and advertising are the top motivators for purchasing Doritos, while healthiness is the lowest motivator. It also finds that Doritos ranks third in terms of affordable cost but first for taste. Finally, the research implications are that Doritos should focus on improving perceptions of healthiness and consider new product sizes or resalable bags to better compete with top brands like Lays.
- PepsiCo was formed in 1965 through the merger of Frito-Lay and Pepsi-Cola. It owns popular snack and beverage brands like Lay's, Pepsi, Mountain Dew, and Cheetos.
- Lay's began in 1932 when Herman Lay opened a snack shop. It merged with Pepsi-Cola in 1965 to form PepsiCo. Lay's uses cost-based pricing and promotes through advertising and sales promotions.
- A SWOT analysis finds Lay's strengths are its brand image, satisfaction levels, and distribution worldwide, while weaknesses include low supply in remote areas and rumors about ingredients. Opportunities exist in rural markets and new flavors, while threats include competitors and substitutes.
In advertising class we were assigned to re-brand any brand of our choice. We chose Cheez Doodles because of their lack of marketing. Here is the final advertising plan our agency, Top Tier Advertising, produced.
Advertising & Brand Management Project in which we understand the recent trends in market with industry analysis and then in depth study of the market leader i.e FritoLays. Then we analyse their ad campaigns. Moving on we create our own Quick Snack brand Crispies with proper SWOT, brand associations and Pricing Strategy. Lastly, we have created our own ad campaign for our brand.
Case Study Of Lays Do Us A Flavour & Toyota CamryEffectCherylHuin
The document discusses two case studies - one for Lays potato chips and one for Toyota Camry. For Lays, it describes their "Do Us a Flavor" campaign which allowed people to submit new flavor ideas. It was very successful with over 1.5 million new Facebook likes gained in 24 hours. For Toyota Camry, it discusses their "Camry Effect" social media campaign to promote the 2012 model which involved tweeting people about a giveaway. However, this campaign received criticism for being seen as unwanted spam by some Twitter users.
Public Relations PR Campaign, PR Strategyzeshan596
This PR campaign document proposes a marketing campaign for "Oye Hoye", a brand of potato chips, to help it compete with leading snack brands and become a market leader. The campaign aims to build an "Oye Hoye Community" by engaging the public through various interactive initiatives. These include opening stores offering free merchandise with purchases, launching a Facebook app for discounts, donating to cancer hospitals based on sales, sponsoring cricket matches by providing tickets to those who buy Oye Hoye packs, and offering factory tours. The campaign will use cricketers Shoaib Malik and Sania Mirza as its ambassadors.
Advertising Project I did during my Sophomore Year at Ithaca College. The client was Eight O’Clock coffee and the target market was professional women.
Doritos was originally produced in California in 1964 and was the first tortilla chip introduced in the US. Over the years, Doritos has introduced over 117 flavors and rebranded their packaging and logo. They target all age groups and partner with other brands to create unique snack products. Doritos is highly successful in their marketing strategies, especially their "Crash the Super Bowl" contests where fans create commercials that often rank highly during the Super Bowl. They also hold numerous other contests on social media to engage fans and promote brand awareness.
Vita Coco was founded in 2003 and has grown to 60,000 retail stores in the US distributing coconut water in Tetra Paks. A survey of 65 consumers found low awareness of Vita Coco flavors and benefits. While Vita Coco was the preferred brand, many found the taste bland. The summary recommends Vita Coco increase marketing of flavors and health benefits to improve awareness and capture consumer preference over competitors like Zico.
Old Spice is a male grooming brand owned by Procter & Gamble that is introducing a new product line called the Wild Collection. The Wild Collection aims to appeal to older men ages 18-24 by featuring "primal" scents that bring out men's wild, masculine side. It will include 3 new scents - Foxcrest, Hawkridge, and Wolfthorn - available across a variety of product categories from deodorant to cologne. Old Spice will promote the new line using their typical marketing strategies of television advertising, digital media, and celebrity endorsements to position the Wild Collection as capturing the raw power of nature and appealing to a man's call of the wild.
The document discusses strategies for Tai Pei, a frozen Asian food brand, to appeal to Millennial consumers ages 18-25. It outlines research conducted including social media listening, focus groups, surveys, and interviews. Key findings show Millennials want variety, value, and convenience. The document proposes a brand platform that Tai Pei understands the complicated lives of Millennials and offers solutions to make life more flavorful and manageable. Three creative concepts are presented: "Almost Completely Prepared", "Meal Time on the Line", and "Shortcuts". A variety of tactics are suggested including outdoor, in-store, online video, and television.
This document summarizes the snack food manufacturing industry. It describes that the industry generates $300 billion globally, with the largest markets being Europe and the US. It is a highly concentrated industry, with the top 50 companies accounting for 90% of revenue. The industry faces challenges such as volatile ingredient prices and regulations around food safety, nutrition, and labeling. Opportunities for growth include developing healthier products and appealing to changing consumer tastes.
This marketing plan summary outlines Halls' situation analysis, objectives, positioning, targeting, and promotion strategy for 2013. Halls conducted 5C, PEST, and SWOT analyses to understand its competitive environment. Its objectives are to promote new products without undermining the original Halls. Halls positions itself as both a "magician" and protector. It targets those seeking relief from sore throats and to freshen breath. The 4Ps strategy keeps price stable while introducing new flavors. Promotion ideas include an interactive tasting machine, sponsoring music events, and seasonal sampling events to launch flavors.
The document outlines a marketing campaign to revitalize Skippy Peanut Butter sales by targeting children ages 5-11, introducing new circus-themed packaging and characters, and implementing a multi-media advertising strategy including TV, print, outdoor, online, and in-store promotions to build brand awareness and position Skippy as a fun snack for kids.
Presentatie van Natasja Poot (productmanager Bodemgezondheid) tijdens de Expertdagen 2013 'Omdat de bodem de baas is'.
Naast chemische en fysische bodemkwaliteit is bodemleven erg belangrijk. Bodemleven is essentieel voor de nutriëntenlevering, bodemstructuur en bodemweerbaarheid. Ondanks het vele onderzoek blijft het voor telers zoeken naar praktische maatregelen waar ze iets mee kunnen. Daarnaast dringt ook steeds meer het gevaar van schadelijk bodemleven, zoals aaltjes, door in de sector. Er is echter nog een wereld te winnen!
Expertdagen 2013: Omdat de bodem de baas isEurofins Agro
De Expertdagen van BLGG AgroXpertus gingen in 2013 met als thema 'Omdat de bodem de baas is'over Bodemvruchtbaarheid en bodemgezondheid. Deze onderwerpen staan volop in de belangstelling. Beide onderwerpen die te maken hebben met een gezonde bodem zijn ook essentieel voor een hoge productie en een goed product. Tegelijkertijd dwingen wetgeving en handelseisen tot innovatie op dit gebied. Daar houdt BLGG AgroXpertus zich actief mee bezig. Tijdens de expertdagen biedt BLGG AgroXpertus voorlichters en adviseurs in de agrarische sector informatie over nieuwe inzichten, actualiteiten en nieuwe producten. De dagen zijn bedoeld om kennis te delen en ervaringen uit te wisselen.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
Designed and conducted surveys to understand key market segments for the brand
Analyzed primary research and secondary using programs like MRI+
Assisted with art direction in order to create brand concept
Created television and print ads and guerrilla marketing campaign
Frito-Lay is a major manufacturer and marketer of salty snack foods that had nearly $3 billion in net sales in 1985. The company sells various potato chips, corn chips, and dips. In the 1980s, Frito-Lay introduced several new cheese-based dips and recognized the growth of the vegetable dip market, seeing an opportunity to expand their product line. The company has a strong national distribution system and brand recognition that could help new product lines succeed if launched and positioned correctly.
The advertising agency I.O.N. was tasked with creating a campaign to increase sales of Life Savers mints by 3%. Their research found that while cleanliness was important to consumers, they also enjoyed sharing mints. Therefore, the campaign's goal was to position Life Savers as "Made to Share" by highlighting their individually wrapped packaging. The $9.3 million budget was allocated across television, magazine, internet and billboard placements targeting women ages 18-49. Creative concepts humorously depicted things not meant to be shared to emphasize Life Savers were easy to give and receive from others. Testing found the simple "Made to Share" tagline effective at conveying the sharing message.
The document provides an acknowledgment and thanks section for those who helped with a research project. It then provides a short executive summary of the research project which aimed to analyze consumer preferences and satisfaction regarding Lay's chips flavors in Pakistan. It gives a brief history of Lay's chips, describing how it was founded and became a Frito-Lay brand. It also lists and describes the various flavors of Lay's chips that have been introduced globally.
The document summarizes market research conducted on Doritos snack chips. It finds that taste and advertising are the top motivators for purchasing Doritos, while healthiness is the lowest motivator. It also finds that Doritos ranks third in terms of affordable cost but first for taste. Finally, the research implications are that Doritos should focus on improving perceptions of healthiness and consider new product sizes or resalable bags to better compete with top brands like Lays.
- PepsiCo was formed in 1965 through the merger of Frito-Lay and Pepsi-Cola. It owns popular snack and beverage brands like Lay's, Pepsi, Mountain Dew, and Cheetos.
- Lay's began in 1932 when Herman Lay opened a snack shop. It merged with Pepsi-Cola in 1965 to form PepsiCo. Lay's uses cost-based pricing and promotes through advertising and sales promotions.
- A SWOT analysis finds Lay's strengths are its brand image, satisfaction levels, and distribution worldwide, while weaknesses include low supply in remote areas and rumors about ingredients. Opportunities exist in rural markets and new flavors, while threats include competitors and substitutes.
In advertising class we were assigned to re-brand any brand of our choice. We chose Cheez Doodles because of their lack of marketing. Here is the final advertising plan our agency, Top Tier Advertising, produced.
Advertising & Brand Management Project in which we understand the recent trends in market with industry analysis and then in depth study of the market leader i.e FritoLays. Then we analyse their ad campaigns. Moving on we create our own Quick Snack brand Crispies with proper SWOT, brand associations and Pricing Strategy. Lastly, we have created our own ad campaign for our brand.
Case Study Of Lays Do Us A Flavour & Toyota CamryEffectCherylHuin
The document discusses two case studies - one for Lays potato chips and one for Toyota Camry. For Lays, it describes their "Do Us a Flavor" campaign which allowed people to submit new flavor ideas. It was very successful with over 1.5 million new Facebook likes gained in 24 hours. For Toyota Camry, it discusses their "Camry Effect" social media campaign to promote the 2012 model which involved tweeting people about a giveaway. However, this campaign received criticism for being seen as unwanted spam by some Twitter users.
Public Relations PR Campaign, PR Strategyzeshan596
This PR campaign document proposes a marketing campaign for "Oye Hoye", a brand of potato chips, to help it compete with leading snack brands and become a market leader. The campaign aims to build an "Oye Hoye Community" by engaging the public through various interactive initiatives. These include opening stores offering free merchandise with purchases, launching a Facebook app for discounts, donating to cancer hospitals based on sales, sponsoring cricket matches by providing tickets to those who buy Oye Hoye packs, and offering factory tours. The campaign will use cricketers Shoaib Malik and Sania Mirza as its ambassadors.
Advertising Project I did during my Sophomore Year at Ithaca College. The client was Eight O’Clock coffee and the target market was professional women.
Doritos was originally produced in California in 1964 and was the first tortilla chip introduced in the US. Over the years, Doritos has introduced over 117 flavors and rebranded their packaging and logo. They target all age groups and partner with other brands to create unique snack products. Doritos is highly successful in their marketing strategies, especially their "Crash the Super Bowl" contests where fans create commercials that often rank highly during the Super Bowl. They also hold numerous other contests on social media to engage fans and promote brand awareness.
Vita Coco was founded in 2003 and has grown to 60,000 retail stores in the US distributing coconut water in Tetra Paks. A survey of 65 consumers found low awareness of Vita Coco flavors and benefits. While Vita Coco was the preferred brand, many found the taste bland. The summary recommends Vita Coco increase marketing of flavors and health benefits to improve awareness and capture consumer preference over competitors like Zico.
Old Spice is a male grooming brand owned by Procter & Gamble that is introducing a new product line called the Wild Collection. The Wild Collection aims to appeal to older men ages 18-24 by featuring "primal" scents that bring out men's wild, masculine side. It will include 3 new scents - Foxcrest, Hawkridge, and Wolfthorn - available across a variety of product categories from deodorant to cologne. Old Spice will promote the new line using their typical marketing strategies of television advertising, digital media, and celebrity endorsements to position the Wild Collection as capturing the raw power of nature and appealing to a man's call of the wild.
The document discusses strategies for Tai Pei, a frozen Asian food brand, to appeal to Millennial consumers ages 18-25. It outlines research conducted including social media listening, focus groups, surveys, and interviews. Key findings show Millennials want variety, value, and convenience. The document proposes a brand platform that Tai Pei understands the complicated lives of Millennials and offers solutions to make life more flavorful and manageable. Three creative concepts are presented: "Almost Completely Prepared", "Meal Time on the Line", and "Shortcuts". A variety of tactics are suggested including outdoor, in-store, online video, and television.
This document summarizes the snack food manufacturing industry. It describes that the industry generates $300 billion globally, with the largest markets being Europe and the US. It is a highly concentrated industry, with the top 50 companies accounting for 90% of revenue. The industry faces challenges such as volatile ingredient prices and regulations around food safety, nutrition, and labeling. Opportunities for growth include developing healthier products and appealing to changing consumer tastes.
This marketing plan summary outlines Halls' situation analysis, objectives, positioning, targeting, and promotion strategy for 2013. Halls conducted 5C, PEST, and SWOT analyses to understand its competitive environment. Its objectives are to promote new products without undermining the original Halls. Halls positions itself as both a "magician" and protector. It targets those seeking relief from sore throats and to freshen breath. The 4Ps strategy keeps price stable while introducing new flavors. Promotion ideas include an interactive tasting machine, sponsoring music events, and seasonal sampling events to launch flavors.
The document outlines a marketing campaign to revitalize Skippy Peanut Butter sales by targeting children ages 5-11, introducing new circus-themed packaging and characters, and implementing a multi-media advertising strategy including TV, print, outdoor, online, and in-store promotions to build brand awareness and position Skippy as a fun snack for kids.
Presentatie van Natasja Poot (productmanager Bodemgezondheid) tijdens de Expertdagen 2013 'Omdat de bodem de baas is'.
Naast chemische en fysische bodemkwaliteit is bodemleven erg belangrijk. Bodemleven is essentieel voor de nutriëntenlevering, bodemstructuur en bodemweerbaarheid. Ondanks het vele onderzoek blijft het voor telers zoeken naar praktische maatregelen waar ze iets mee kunnen. Daarnaast dringt ook steeds meer het gevaar van schadelijk bodemleven, zoals aaltjes, door in de sector. Er is echter nog een wereld te winnen!
Expertdagen 2013: Omdat de bodem de baas isEurofins Agro
De Expertdagen van BLGG AgroXpertus gingen in 2013 met als thema 'Omdat de bodem de baas is'over Bodemvruchtbaarheid en bodemgezondheid. Deze onderwerpen staan volop in de belangstelling. Beide onderwerpen die te maken hebben met een gezonde bodem zijn ook essentieel voor een hoge productie en een goed product. Tegelijkertijd dwingen wetgeving en handelseisen tot innovatie op dit gebied. Daar houdt BLGG AgroXpertus zich actief mee bezig. Tijdens de expertdagen biedt BLGG AgroXpertus voorlichters en adviseurs in de agrarische sector informatie over nieuwe inzichten, actualiteiten en nieuwe producten. De dagen zijn bedoeld om kennis te delen en ervaringen uit te wisselen.
This document provides a summary of soil microorganisms and their functions in 3 sentences or less:
Soil is teeming with life including bacteria, fungi, protists, and animals that carry out essential functions like decomposing organic matter, fixing nitrogen, and forming symbiotic relationships with plant roots. There can be thousands of species of microbes like bacteria and fungi, and dozens of species of larger organisms like earthworms, mites and nematodes in a single handful of healthy soil. These diverse soil microorganisms interact and carry out critical processes in the soil ecosystem that support plant growth and agricultural production.
Soil microorganisms play important roles in maintaining soil health and fertility. They are involved in nutrient cycling by decomposing organic matter, fixing nitrogen, and carrying out other biochemical processes. The main types of microbes found in soil are bacteria, actinomycetes, fungi, algae, and protozoa. Soil microbes affect soil structure, plant growth, and carry out important processes like nitrogen fixation, nutrient availability, and degradation of pollutants. However, human activities like agricultural practices, urbanization, and climate change threaten soil microbes by reducing organic matter, increasing salinity, and introducing pollutants. Proper management is needed to protect these vital soil microorganisms.
Stonyfield Organic yogurt seeks to increase sales and market share through a campaign created by Vision Media agency. The campaign aims to reach women ages 34-49 by emphasizing Stonyfield's commitment to sustainability, organic practices, and community initiatives. The objectives are to achieve 80% comprehension and 40% conviction of the Stonyfield brand through advertising across various media channels over 12 months.
This document outlines a campaign strategy for Kashi cereal. It provides background on Kashi's positioning as a healthy, natural brand and past issues regarding non-organic ingredients. The strategy focuses on restoring Kashi's image through initiatives like becoming Non-GMO verified and partnering with organizations to support organic farming transitions. Competitors like Quaker and Total position themselves as healthy choices as well, though Kashi differentiates itself through a stronger commitment to organic and non-GMO ingredients. Recent efforts have helped cement Kashi as an organic, environmentally-friendly brand in the cereal market.
The document proposes a new advertising campaign to target children ages 5-11 and revitalize sales of Skippy peanut butter. The campaign would use a circus theme featuring circus character mascots. Advertising would utilize TV, magazines, outdoor displays, grocery store promotions, online games and banners, and an elementary school art curriculum. The goal is to make Skippy a fun brand for children and create lifelong customers as the children grow up.
This document discusses modern consumer snacking culture and trends among Millennial snackers. It finds that snacking now accounts for 50% of eating occasions and is driven by cultural trends prioritizing self, society, and the planet. Millennial snackers expect brands to prove their positive impact in these areas through policies, practices, performance, and verification. They also seek snacks that align with their values around health, community, and environment over just value and price. As such, brands must understand and embrace these trends to succeed in the snacking market.
Karma Sauce started in 2008 when neighbors challenged each other to eat local food for a month. They began experimenting with sauces using local ingredients, creating two sauces - Good Karma and Bad Karma. Currently, Karma aims to increase online sales to $1,000 per week by March 2015. A SWOT analysis identified strengths like product quality but also weaknesses such as an inconsistent website. The target market is foodies aged 20-50 in New York and other states. Current promotions include Facebook, radio ads, and festival booths. Hot sauce trends favor Karma due to its natural ingredients. Expanding social media use, especially Pinterest which sees high e-commerce sharing, could help Karma meet its sales goal.
NSAC 2018 Team 352 Final Plans Book: Ocean SprayLauren A Nash
The yearly National Student Advertising Competition (NSAC) collaborated with Ocean Spray this past year.
The collegiate national competition provides a platform for students to pitch their strategic advertising/marketing/media campaign to the corporate client. There are three progressive levels of competition; the district, semi-final, and national levels.
Skinny pop book advertising final finalAustin Gomar
This document provides an advertising campaign plan for SkinnyPop popcorn. The objectives are to increase sales by 10% and achieve high levels of comprehension and conviction of the brand's message. Research found that SkinnyPop was a top brand for taste and health benefits. The target markets are college-aged women, recent graduates, and mothers. The campaign strategy is to promote SkinnyPop as a guilt-free, healthy snack that helps women feel confident. Creative executions will feature everyday scenarios and emphasize how SkinnyPop allows women to snack without worry. The slogan is "A little something to help you pop!" referring to increased confidence. Media placements include magazines, television, transit, and internet.
Grainful is a company that produces frozen meals and meal kits using steel-cut oats as the base. They aim to provide globally-inspired flavors at an affordable price. While they have received recognition and awards, their social media presence is lacking. They brought on Lab17 to help establish their brand positioning among competitors and increase their social media presence and effectiveness. Lab17 proposed a branding campaign to differentiate Grainful and grow their social media following through planned social media, community events, and other channels.
In the 2019 fall semester, I was a student in Professor Scott Hamula's advertising class and was given the opportunity to rebrand any less known/advertised brand. The group that I was a part of chose to rebrand The Original Oatly. Attached below is our final project booklet about our new Advertising Campaign plan for Oatly. This project was a lot of fun and extremely thankful I got to have real life experiences in this class.
Activate Water is a company selling a special type of vitamin water in Los Angeles that keeps the vitamins in the lid. A marketing strategy was developed to expand the brand in Southern California over three weeks. The strategy included a SWOT analysis, competitive analysis of Vitamin Water, Red Bull, and Gatorade, media planning using magazine inserts, billboards, and radio ads, and a press release announcing a marathon partnership with Susan G. Komen to raise money for breast cancer.
Activate Water is a company selling a special type of vitamin water in Los Angeles that keeps the vitamins in the lid. A marketing strategy was developed to expand the brand in Southern California over three weeks. The strategy included a SWOT analysis, competitive analysis of Vitamin Water, Red Bull, and Gatorade, media planning using magazine inserts, billboards, and radio ads, and a press release announcing a marathon partnership with Susan G. Komen to raise money for breast cancer.
Bolthouse Farms produces smoothies that are healthy and convenient. However, consumers are unaware of Bolthouse Smoothies in the marketplace. The campaign aims to inform consumers about Bolthouse Smoothies and their role in a healthy lifestyle. Roots Agency plans to accomplish this through an advertising plan that will reach 70% of the target market of women and men aged 25-49 at least four times over the course of a year. [END SUMMARY]
A study on consumer behaviour towards lay'sSoumya Anchi
The document summarizes a study on consumer behavior towards Lay's potato chips in Dharwad, India. The study collected data through surveys of 100 respondents. Key findings include:
1. The majority of respondents, 75%, preferred Lay's chips over other brands like Haldiram's and Bingo.
2. The most preferred Lay's flavors were Spanish Tomato (32%), Hot and Sweet (23%), and Classic Salted (19%).
3. Most respondents, 76%, felt Lay's had enough flavor varieties and consumed the chips often or very often.
4. Taste was the main compelling factor for 86% of respondents when purchasing Lay's, rather than brand, price or other
This document summarizes marketing and PR techniques used in ASDA's campaign to sell "wonky" or imperfect produce at a discount. Some key points:
1) ASDA partnered with celebrity chef Jamie Oliver to promote the sale of misshapen fruit and vegetables, called "Beautiful on the Inside", at select stores starting in January.
2) Market research found that most customers were open to buying cheaper, imperfect produce. The campaign aims to reduce food waste and offer savings.
3) ASDA is using social media promotion and hashtag interactions to raise awareness and get customer feedback on the trial. Positive publicity from newspaper articles is also promoting the campaign.
This document discusses marketing and PR techniques used by ASDA in their campaign to sell "wonky" or imperfect produce at a discount. Some key points:
1) ASDA is trialing the sale of misshapen fruits and vegetables, branded as "Beautiful on the Inside", in 5 stores and with the help of celebrity chef Jamie Oliver who brought attention to food waste.
2) The techniques used include celebrity endorsement, TV show tie-ins, social media promotion with hashtags, and emphasizing the cost and environmental benefits to appeal to cost-conscious customers.
3) Initial customer research found that many were open to buying irregular produce if it was cheaper, and the trial will assess if
Skippy Peanut Butter aims to revitalize its advertising campaign by targeting children ages 5-11. Its new circus-themed campaign will feature characters like Chunky the Elephant to build awareness and interest using TV, print, outdoor and online advertising. This will turn Skippy into a fun snack for children and create lifelong brand loyalty as they influence parents' purchasing decisions.
Industry and Competitive AnalysisRunning head I.docxjaggernaoma
Industry and Competitive Analysis
Running head: INDUSTRY AND COMPETITIVE ANALYSIS
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INDUSTRY AND COMPETITIVE ANALYSIS
2
Dominating the snack food industry with their chips, pretzels, and party mixes, Frito-Lay, an entity of PepsiCo, has been relentlessly focusing on launching a new health conscious chip for those seeking a greener alternative (Fox News, 2016). While building one company inside of another, Frito-Lay has taken a proactive approach to creating high-end snacks that would appeal to customers with a healthy lifestyle (Harris, J. 2014). In effort to launch this new chip successfully, Frito-Lay’s marketing team must consider any marketplace changes, consumer needs, and snack food competitors.
Describe in detail your product/service offering.
Frito-Lay believes that snacking should be satisfying and fun, but snacks aren’t just snacks anymore. For instance, more families are beginning to include chips, as side dishes to their meals. As more people are choosing chips over fries, more consumers are looking for chips that are healthier, satisfying, and inexpensive. While customers are pacing up and down the chip aisles, Frito-Lay is strategically planning and taking a proactive approach to launch their new low-fat, organic, chips— Skinny Chip.
Skinny Chip is similar to the original Lay’s potato chip; except it is made of wheat and all-natural ingredients. The gluten-free, no GMO, and organic Skinny Chips describes the company’s sustainability. Not only is Skinny Chip, Frito-Lay’s new flavor, Skinny Chip is packaged in Frito-Lay’s first re-sealable bags. The chips will target valued customers, health and environment conscious consumers, as well as meet the ever-changing consumer needs.
Determine market needs (justification for your choice of product).
As dieting and healthier snacking has become a fad, more and more consumers are preferring healthier, organic, and locally sourced ingredients in their snacks. Marketers at Frito-Lay, struggled whether to produce a new chip to meet the changing consumer preferences or just continue with a low fat version of their popular Lay’s potato chips. To meet market demands, PepsiCo will launch its “Skinny Chip” program in 2016, to help consumers identify healthier snack food choices (Harris, J. 2014). In order for them to be successful with the launch of Skinny Chip, they determine their consumer and market needs, by conducting market researches and surveys. These tools will allow customers the opportunity to give feedback and share their ideas for flavors of chips, cost, and ingredients for Skinny Chip.
While keeping the composition of their original Lays chips, there were several factors that affected consumers’ relationships with snack foods. Some factors included the cost of the chips, chip packaging lacking healthy sight words, and a sense of convenient freshness. For instance, surveys resulted how more consumers preferred chips packages that are re-sealable; displ.
Premier Advertising has created an advertising campaign for KIND bars to increase sales by 8% by the end of the year. Their big idea is "Be our KIND" which aims to appeal to their target market's sense of belonging by portraying personas of hardworking real women like moms, athletes, and students aged 18-49. Most of their $14 million budget will go towards television advertising starting in January to capitalize on health resolutions. Primary research found their target prefers taste over price/nutrition and secondary research showed the top 3 bars and KIND's social media popularity but lack of advertising. The objectives are to increase awareness, create a positive brand image, and have 75% understanding and 60% conviction from their target audience
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Sabra Ad Campaign - "The Creamy Delight That's Always Just Right"
1.
2. 1
1 Summary
2 Agency Brand Strategy
3 History
4 Environmental Analysis
5 Competitor Analysis
6 SWOT Analysis
7 Objectives and Budget
8 Research
9 Brand Value Proposition
10 Target Market
11 Campaign Strategy
12 The Big Idea
13 Creative Overview
14 Print Advertisement
16 Out of Home & Online
17 Television Storyboard
18 Creative Strategy
19 Media Objective
20 Media Strategy
21 Media Choices
25 Media Flowchart
26 Media Budget
27 Brand Activation
29 Evaluation
30 Creative Brief
31 Meet Our Team
Table of Contents
Executive Summary
Sabra Hummus is a nutritious, gluten-free dip or spread
that consists of fresh ingredients from around the world.
Sapphire International’s mission for this campaign is
to show Sabra’s target market the many easy ways in
which Sabra Hummus can be used. By conveying the
variety of flavors, uses and ease of Sabra Hummus, we
will continue to create brand awareness, but also
convert alternative dip users to Sabra Hummus. The
women in Sabra Hummus’ target market are health
conscious for themselves and their families and looking
for a tasty solution that satisfies their dietary needs. Our
campaign will show these women that Sabra Hummus is
the simple solution to their healthy and flavorful desires
3. 2
Agency Brand Strategy
At Sapphire International, we pride ourselves on the
creativity and results we give our clients. Our team of six is
all ears, and we guarantee the highest quality production
in implementing your ideas. Every detail is important to us,
and we only present the finest work to the satisfication of
our clients. Our unique ideas encompass truth, faithfulness
and sincerity; the qualities of a true sapphire. We promise
to work hard to represent an everlasting image through
these six steps:
Research Creative Thinking Creative Application
CritiquingIdea TestingFinalizing
4. 3
History of Sabra
1986 Sabra was founded in Queens, NY as Sabra Blue & White Foods
2005 Strauss, an Israeli food manufacturer, bought Sabra
2008 Strauss entered a partnership with Frito-Lay, a division of PepsiCo, giving
Strauss 50% ownership and PepsiCo 50% ownership of Sabra
2008-2009 Sabra grew over 50% in size during this period
March 2009 Sabra launched its first US national advertising campaign
May 2009 Sabra began a series of promotional events in which it recreated
“Mediterranean Villages” in 11 major US cities
November 2009 The market share of Sabra reached 40% of the US, making
Sabra the largest hummus manufacturer in the world
2010 Sabra opened the doors to its new manufacturing plant in Virginia
2012 Sabra introduced its new line of Grab N Go Packs with salsa and Tostitos
Tortilla chips for snackers on the move
2013 Sabra opened a first-of-its-kind global “Center of Excellence” research
and development facility to cook up a world of possibilities in dips and spreads
5. 4
Environmental Analysis
Competetive Forces
Companies in competition with Sabra Hummus include Tribe Hummus, Cedar’s Hummus,
and Athenos Hummus. Sabra sets itself apart with its extra creamy texture and its variety
of 14 different flavors. It is currently the most popular brand of hummus and is continuing
to develop new ideas to improve and expand within their research and development
center.
Economic Forces
In 2010, Strauss, an Israeli owned and located food company that owns half of Sabra,
provided financial resources and support to the Israeli military force. Sabra, being in
association with them, was affected in the US by this decision. Palestinian students at
Princeton University and Depaul University boycotted the allowance of all Sabra products
on their campuses. This gathered negative attention for the Sabra brand, but did not
decrease its overall popularity in the US.
Sociocultural Forces
Sabra prides themselves on having social responsibilities that directly impact the
future. They are committed to helping the environment, caring for the community,
and promoting better nutrition. To make the company increasingly more eco-friendly,
its new plant uses recycled materials and a percentage of their buildings energy comes
from renewable resources. In addition, Sabra product packaging is made from 30-40%
post consumer recycled plastic.
6. 5
Competitor Analysis
Strengths
-Well-established company
-Strong focus on being
Greek
Weaknesses
-Available in only one size
-Available in only seven
flavors
-Limited locations for
purchase
Strengths
-Available in 17 Flavors
-Multiple sizes available,
including single serve
-Organic Hummus offered
in three flavors
-Easily accessible for
purchase
Weaknesses
-Not well established
-No corporate responsibility
shown
-Website lacks nutritional
information
-Website is not aesthetically
pleasing
Strengths
-Available in 20 flavors
-Fat-free offered in 2
flavors
-Flavors available with
toppings
-Offered in 5 sizes (8oz,
10oz, 12oz, 16oz, 20oz)
-Made in All-Natural,
Organic, and Authentic
-Available to be ordered
online
-Non-GMO and
gluten-free certified
Weaknesses
-Most expensive competitor
-Low brand awareness
7. 6
SWOT
Analysis
Strengths
· Positive brand image with strong corporate
responsibility
· A leading hummus purveyor
· Considered to be a healthy snack
· Multiple products creating brand awareness
· Variety of Kosher flavors
· Recently opened a Research and Development
facility, the first of its kind for dips and spreads
that are refrigerated
· Packaging made out of recyclable materials
Weaknesses
· Can be more expensive than salsa
· Less versatile than guacamole
· Only 18% of households have tried
hummus
· Low awareness currently
Opportunities
· Could introduce new product lines to enhance
awareness
· Expand product line by creating additional
merchandise such as cookbooks
· Bring to light additional uses for the product
· The product is becoming more well known and
recognized
· Create ads to make men more aware of Sabra
hummus
· Packaging made out of recyclable materials
Threats
· Increasing market due to uniqueness
of the product, leading to more
competitors
· Geared more toward women
· Brand name ties to Israel, creating
sense of uneasiness for some
consumers
8. 7
Objectives and Budget
Marketing
This campaign is going to cause an increase in sales of Sabra Hummus by 7%.
We will achieve this by strategically emphasizing the idea of hummus being an easy food
for any occassion in order to increase awareness, consumption, and attract new custom-
ers.
Advertising
In this campaign, Sapphire International will target women ranging from the ages of 18 to
34. We will see 65% comprehension and 55% conviction. In other words, 65% of the target
audience will understand the message, while 55% will find value in the message. We will
reach 65% of our target market and have an effective frequency of 4.
Time Frame
This will be a yearlong campaign that will run from January 2015 to December 2015. Our
campaign will be pulsing, meaning that ads will be steady throughout most of the year,
but will peak with heavier exposure during the summer and early fall.
Magazine
38%
Televesion
24%
Online
20%
Billboard
18%
Budget SummaryBudget Summary
Sapphire International has been allocated ten million
dollars to execute our campaign. The following pie chart
represents the breakdown of the allocation of money to
be used per medium.
9. 8
Research
Research Objectives
• Determine the amount of awareness Sabra Hummus has currently
• Discover the most popular alternative to hummus
• Decide what medium will be most effective for reaching our target
audience
Primary Research
For our primary research, we conducted an
online survey where over 100 people from our target
audience participated. In the survey, we were able
to identify information related to: the amount of peo-
ple who eat hummus, if they know of Sabra Hummus,
the effect that price has when purchasing hummus,
the time of day hummus is eaten most often, what it’s
eaten with, and the dip that is hummus’ closest com-
petitor.
We discovered that over 80% of our target
audience has heard of Sabra Hummus, but that 20%
of our audience does not eat hummus. We learned
that those who do eat hummus consume it most
during the afternoon, followed by consumption in
the evening. Most of our audience prefers to eat their
hummus using vegetables, with chips, crackers, and
pretzels being close choices. Another important
statistic obtained from our survey was that 70% of our
target audience agreed that taste is more important
than price when choosing a brand of hummus. The
final important piece that was taken from our survey is
that guacamole is our closest competitor.
Secondary Research
Different websites such as blogs, social media
sites, and product reviews gave us an inside look on
how our target market feels about Sabra Hummus.
It seems as though the majority of people who eat
hummus are every day people looking for healthy
and tasty options in their lives. Many teenagers are
writing about the convenient to-go packages of
hummus on their social media accounts. Furthermore,
on Twitter, a common trend for adults is posting their
recipes that include Sabra Hummus in different,
creative ways.
Through research on Simmons OneView, we
were able to determine how and where our target
audience consumes media. Our target audience
often reads magazines like People, Instyle, and
Family Circle. These women are on the Internet at
home frequently checking emails and visiting blogs.
In addition, we found that our target market eats dips
for a snack most often around late afternoon with
vegetables.
10. 9
Brand Value Proposition
Functional
Sabra Hummus is currently the leading hummus brand due to its creamy texture, variety of
flavors, and healthy ingredients. It is attractive to many consumers because there is no stirring involved;
you can enjoy a quick snack that’s satisfying and easy. Additionally, it can act as a substitute for many
traditional spreads and dips. These natural products are also gluten free and low fat, providing health
benefits and promoting good eating habits.
Self-Expressive
Sabra Hummus consumers are those who are conscious about what they eat and what they are
feeding to their children. It is important to them that the food is healthy, but also tasty so that the
entire family can enjoy it. They are open to trying new things and will encourage their friends to use
the product because of the positive impact it has had on their lives thus far. They have come to the
realization that this product is not only convenient and delicious, but something that they will have the
desire to share with friends and family.
Emotional
Due to the fact that Sabra Hummus contains only natural and gluten
free ingredients, consumers can be assured that they are eating
something that not only tastes good, but also enhances their healthy
lifestyles. Furthermore, when mothers and women buy Sabra for
themselves or their children, they can be assured that the delicious
taste is also providing an effective balance to their diet. This will
ultimately give them a peace of mind. Consumers will never feel
slighted or limited to their choices with the option of 14 different
flavors; rather, they will have a sense of empowerment. Sabra
Hummus is very clear about the ingredients that are used, making
consumers feel safe in their choice and want to invest in the product
again.
11. 10
Target Market
Meet Layla: Layla is a 28-year-old
mother of two-year-old Sophie. Layla
lives in Montclair, New Jersey while
commuting to work at the Wall Street
Journal in New York City. Layla is fo-
cused on her career, eating right on
the go, and most importantly feeding
her family nutritious, delicious food.
Primary:
Mother’s who are health conscious
and buying for their family
Secondary:
Health conscious young adults
Ages 25-29
Meet Kate: Kate is a 34-year-old
mother living in San Francisco, Cal-
ifornia. She is the mother of Reid
(6-years-old) and Connor (10-years-
old) and wife of Dave. Kate is a stay-
at-home mom with the health of her
family on her mind. She finds that
Sabra Hummus is a great way to get
little Reid to eat his carrots, and an
easy spread on Connor’s sandwich
for lunch.
Meet Alixe: Alixe is a 20-year-old
college student studying engineering.
While Alixe is very busy with her class-
es, clubs, and social life, she doesn’t
want to forget about her health. Alixe
is focused on filling her body with
nutrients, but still satisfying her late
night study session cravings with some
tasty, Sabra Hummus.
Ages 30-34
Ages 18-24
12. 11
Campaign Strategy
The Challenge
Our challenge is changing the mindset
of consumers. We want to convert their
mindset from thinking of hummus as a
specialty product to thinking of
hummus as an everyday dip and
spread. In addition, we are trying to
get other dip lovers to choose hummus
instead of other alternatives, more
specifically guacamole: Sabra’s leading
competitor.
The Key Insight
Sabra Hummus is not just a
Mediterranean food; it mixes flavors
from around the globe to appeal to
a worldwide market.
The Brand Promise
With our smooth and creamy texture,
we offer nutritional value, with the
freshest ingredients, in multiple flavors
for a simple use, on any occasion.
14. 13
Creative Overview
Creative Strategy
With Sabra being the number one hummus brand, we want to show our target audience how to use
Sabra Hummus as an every day dip or spread. Through our research, we discovered that Sabra as a
brand is well known, but we need to introduce more people to hummus. Our campaign will show
Sabra’s audience that through its creamy and smooth texture, they are offered nutritional value with
fresh ingredients from around the world. With a variety of 14 flavors, Sabra Hummus is for every household
and can be used in many different ways.
Art Direction
When putting together the advertisements for our campaign, Sapphire International stressed the idea of
Sabra Hummus being a simple snack that is perfect for any occasion. To execute this creatively, we
portrayed each of our ads as different scenarios where the product is either being consumed or used.
Each ad features a different Sabra Hummus scenario with body copy describing the product. The
background color behind the copy is different in each ad with the intention of creating a consistent yet
diverse look. Additionally, the slogan “A creamy delight that’s always just right” is the largest font on the
page in order to draw attention to this important message about Sabra Hummus.
Copywriting
All of the copy on our ads is placed on the bottom half in order to accent the scenario that is depicted
above. The font is easily readable, simple, and trendy to go along with the big idea of the Sabra Hummus
campaign. Our slogan, “A creamy delight that’s always just right,” is placed on the top section of the
copy so that this is the first text recognized by the viewer. This will bring attention quickly and efficiently to
the key message of our entire campaign, and it will correspond with the pictures in each of the ads. The
body copy below the slogan contains a call to action. This call to action emphasizes that there is a flavor
for everyone and encourages consumers to find their perfect flavor.
17. 16
Out of Home and Online
Internet Banner
Coupon
Billboard
18. 17
Television Storyboard
Shot 1: Sun rising through a kitchen
window, “Best Day of Your Life” by
Katie Herzig is playing in the
background.
Shot 2: We see a woman making a
sandwich for her kids, using Sabra
Hummus.
Shot 3: Woman is seen sitting at her
desk in an office while snacking on
a Sabra Hummus to-go pack (song
is continuous throughout the entire
commercial)
Shot 4: The woman is having a
glass of wine after work with a
friend over some Sabra Hummus.
Shot 5: A container of Sabra Hummus appears.
The song’s volume decreases and we hear a
narrator saying: “No matter what occasion or
crowd of people, Sabra hummus is always the
perfect choice. Our 14 varieties of flavor provide
mouth-watering satisfaction to every palate. Find
your perfect flavor today in the refrigerated section
of your local
grocery store.”
19. 18
Creative Testing
The creative testing process Sapphire International chose to use
consisted of asking members of our target market their opinions of
the overall campaign and individual ads. The responses that were
recorded after viewing showed positive attitudes toward the campaign
and successful message comprehension. In general, the comments
suggested a desire to consume more hummus as well as the ability to
relate to the scenarios that were being portrayed. Several people also
expressed an appreciation for the “happiness” that was depicted in
each of our ads. They also received a sense of incentive from the ads to
purchase hummus in the near future.
Responses from Participants
“The way the hummus is presented makes it look really appetizing.”
“The ads are relatable and are all scenarios that could really happen.”
“Makes me want to eat hummus.”
“Next time I go to the library I’m going to get this as a snack.”
20. 19
Media Objectives
Target Audience
Our target audience is women between the ages of 18-34. Our primary focus is on mothers due
to the fact that they are often the person who purchases groceries for the family. Furthermore,
mothers appreciate the simplicity and variety that Sabra will provide to satisfy the palate of
every member of their family. Women enjoy the opportunity to be creative for the ones they
love, and Sabra gives them the opportunity to make the product their own.
Geographic Scope of the Placement
Our goal is to reach a national audience through our Internet and magazine advertisements
that will be distributed across the country. We will also reach regional audiences with our
billboards being places in major cities including New York, Boston, San Francisco and Los
Angeles.
Message Weight
Magazines are used primarily as a medium for this campaign. Sapphire International chose to
use magazines as a primary medium because of its easy accessibility to a large percentage
of our target audience. We also chose to focus on television and the Internet due to the vast
reach and frequency it would help Sabra obtain.
21. 20
Media Strategy
Reach and Frequency
Through our campaign will reach 65% of the target market at least 4
times.
Continuity
Sabra Hummus will use a pulsing technique being continuous
throughout most of the year, but becoming more active during the
summer and early fall. During the summer, households are more prone
to having gatherings where they serve food, and we want to encour-
age them to choose Sabra Hummus. There will be another pulse in the
early fall to encourage moms to purchase Sabra Hummus for the back-
to-school season to be used for their kids’ lunches.
Dimensions
Magazine: 1 full color page with bleed
Internet: 468 x 60 pixel banner ad
Television: 30 second commercial
Billboard: 14 x 48 feet
22. 21
Media Choices: Television
Good Morning America
Good Morning America is a popular morning show with the latest news, celebrity interviews,
weather, and special interest stories. A large part of the audience for this show is women getting
ready in the morning for work or getting their kids ready for school. This allows us to reach our
desired target audience for Sabra.
Live! With Kelly and Michael – CBS
Live! With Kelly and Michael is a syndicated morning talk show hosted by Kelly Ripa and
Michael Strahan. This program is perhaps the classic show to watch while getting ready for
work. The un-scripted on-air conversation between the hosts talking about every day topics
resonates perfectly with our primary audience.
Chelsea Lately – E
Chelsea lately is a late night talk show hosted by the comedian, Chelsea Handler. The show
talks a great deal about current pop culture and lifestyle, often interviewing celebrities about
their lives. This will reach our secondary audience of 18-24 year olds.
23. 22
Media Choices: Magazines
Family Circle Circulation: 4,135,287
Family Circle celebrates today’s families and targets women
specifically. The magazine focuses on providing practical
solutions to help mothers raise happy, healthy families. With
the incorporation of healthy recipes, Sabra hummus will fit
perfectly with the content of this magazine.
People Circulation: 3,593,024
People is a popular magazine that covers celebrity news and
inspiring stories. In addition, People is constantly keeping their
audiences up-to-date with current culture. With the majority of
People’s readers being in the age range of our target audience,
People is a perfect choice for an ad for Sabra.
InStyle Circulation: 1,889,108
InStyle reveals the style choices of the world’s most fascinating
people. In addition, it covers trends in beauty, home, and
entertaining. This is a popular magazine among our age range,
with topics that appeal to the audience Sabra wants to reach.
24. 23
Media Choices: Online
WedMD
Web MD is a popular resource utilized by mothers who are looking for
answers pertaining to their loved ones health concerns. Associating Sabra
with this type of website will show mothers and all women in our target
audience that our brand is focused on providing a healthy, simple solution
to satisfying any cravings you might have.
Groupon
This website is a simple, easy process for any person to gain access to
discounts for products they are interested in. Using Groupon as one of
our mediums will provide mothers and the rest of our target audience
with a reliable and efficient way to access daily discounts for Sabra
Hummus. In addition, it will give our target audience more incentive to
use the coupons and/or discounts when purchasing Sabra.
CafeMom
Through our research, Sapphire International found that a large
majority of our target market is active on social media and blogging
websites. CaféMom is a blog used by women and moms as a support
group and information outlet that connects the users to each other.
The women are able to discuss anything from the latest trends to
concerns they may have about a child’s health. Sabra Hummus
would benefit from this medium due to the content and attitudes
of its users.
25. 24
Media Choices: Billboard
New York, NY
Boston, MA
San Francisco, CA
Los Angeles, CA
Due to the large and diverse population that inhabits these four cities, Sapphire
International will place billboards throughout each of them. Our target market
will be reached, and the frequency will be much greater as opposed to a small
suburb or a rural area. Placing billboards in these major cities will also ensure
exposure outside of our target audience, leading to word of mouth marketing
and more action from consumers.
26. 25
Media Flowchart
January February March April May June July August September October November December
Weeks 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
Magazine
People
Instyle
Family Circle
Online
WebMD
Groupon
Cafemom
Television
ABC
E!
CBS
Billboard
New York, NY
Boston, MA
San Francisco, CA
Los Angeles, CA
27. 26
Media Budget
Magazine Number of Pages Cost Per Page Total
People 5 236,200.00$ 1,181,000.00$
Instyle 4 180,500.00$ 722,000.00$
Family Circle 5 316,600.00$ 1,583,000.00$
Total 3,486,000.00$
Website Cost Reach Frequency Impression Total
WedMD 10.00$ 23,441,621 4 93,766,484 937,664.84$
Groupon 10.00$ 15,112,314 4 60,449,256 604,492.56$
Cafemom 10.00$ 9,266,199 4 37,064,796 370,647.96$
Total 1,912,805.36$
Television Rating Points Cost Total
ABC / Goodmorning America 29 30,000.00$ 870,000.00$
E! / Chelsea Lately 12 30,000.00$ 360,000.00$
CBS / Live! With Kelly and Michael 32 30,000.00$ 960,000.00$
Total 2,190,000.00$
Billboard Number of Days Population Cost Per Day Total
New York, NY 30 8,333,000 $24,999.00 749,970.00$
Boston, MA 60 636,479 $1,909.00 114,540.00$
San Francisco, CA 60 825,863 $2,478.00 148,680.00$
Los Angeles, CA 60 3,853,000 $11,559.00 693,540.00$
Total 1,706,730.00$
Production
Total 700,000.00$
28. 27
Brand Activation
Partnership with Celiac Disease Foundation- “Gluten Free is the Way to Be”
Objective:
Bring recognition to the fact that all 14 of Sabra Hummus flavors are gluten free and encourage those
affected by Celiac to include Sabra in their every day diet.
Strategy:
In an effort to create more awareness about the benefit of Sabra Hummus being gluten free, we will
form a partnership with the Celiac Disease Foundation. For the duration of our campaign, 25 cents of
every Sabra Hummus purchase will go toward the Foundation. We will also become their top sponsor,
meaning Sabra will have advertisements on their webpage and at their events. This strategy will not
only create brand awareness, but also encourage people of the gluten-free community to try hummus
as an additional item that will satisfy their dietary needs. Lastly, this form of brand activation will create
a positive corporate image for Sabra.
Sabra Hummus Online Recipe Contest- “Show Sabra How you Hummus”
Objective:
Encourage people to experiment with and share the different ways in which Sabra Hummus can be
used, as well as generating more activity on our website.
Strategy:
Through social media, we will create “Show Sabra How you Hummus,” a contest in which people will
submit recipes to our website that incorporate Sabra Hummus. After all recipes are submitted, anyone
who visits our website will be able to vote for which recipe they like best. Once all votes are cast and
counted, the top five winners will be rewarded with a Sabra Hummus gift basket sent directly to their
home that contains all 14 flavors.
29. 28
Brand Activation
In store sampling and coupon- “Generating New Sabra Hummus Customers”
Objective:
Encourage people who have not tried Sabra Hummus before to taste it, and then use the coupon
they will be given to immediately purchase the item and create a new Sabra Hummus customer.
Strategy:
We will place sample stations in select Target, Wegmans and Costco stores across the country. Store
customers will have the opportunity to taste a flavor of Sabra Hummus using their choice of a pita
chip or vegetable. The store customer will then be given a coupon for $0.50 off any Sabra Hummus
product. This will generate new customers for the brand.
January February March April May June July August September October November December
Weeks 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234 1234
Partnership
Sampling
Recipes
30. 29
Evaluation
Sapphire International’s three main objectives for the Sabra Hummus campaign
is to increase comprehension by 65%, increase conviction by 55% and increase
sales by 7%. The table and graphs below display the projected numbers based
on our media schedule.
Month Comprehension Conviction Sales
January 5% 3% 0.1%
February 3% 3% 0.2%
March 4% 5% 0.4%
April 5% 4% 0.5%
May 8% 6% 0.8%
June 10% 8% 1.0%
July 9% 5% 1.0%
August 5% 6% 0.7%
September 7% 7% 0.9%
October 4% 4% 0.8%
November 3% 2% 0.4%
December 2% 2% 0.2%
Total 65% 55% 7.0%
0%
2%
4%
6%
8%
10%
12%
Comprehension
Conviction
31. 30
Sabra Creative Brief
Background:
Sabra
was
founded
in
1986
in
Queens,
New
York
as
Sabra
Blue
and
White
Foods.
Sabra
originally
started
by
bringing
the
flavors
of
the
Mediterranean
to
peoples’
everyday
diets,
but
true
to
their
adventurous
nature,
decided
to
expand
their
recipes
to
bring
flavors
from
around
the
world
to
everyday
households.
Sabra
Hummus
brings
the
best
of
the
world’s
most
authentic
flavors
in
its
creamy,
nutritious
hummus
that
will
delight
your
every
taste
bud.
Target
Audience:
Sabra’s
target
audience
is
women
between
the
ages
of
18-‐34.
The
primary
focus
is
on
mothers
due
to
the
fact
that
they
are
often
the
person
who
purchases
groceries
for
their
families.
Furthermore,
mothers
appreciate
the
simplicity
and
variety
that
Sabra
will
provide
to
satisfy
the
palate
of
every
member
of
their
family.
Women
enjoy
the
opportunity
to
be
creative
for
the
ones
they
love,
and
Sabra
gives
the
opportunity
to
make
the
product
their
own.
Promise:
With
our
smooth
and
creamy
texture,
we
offer
nutritional
value,
with
the
freshest
ingredients,
in
multiple
flavors
for
simple
use
at
any
occasion.
Support:
The
features
and
details
of
this
product
are
that
it’s
versatile
with
its
14
flavors,
it’s
creamy
and
is
easily
spreadable
with
its
smooth
consistency.
In
addition,
Sabra
is
a
healthy
fat,
high
in
protein,
gluten
free,
and
kosher.
Sabra
provides
the
opportunity
to
be
creative
in
that
you
can
use
it
in
endless
amounts
of
recipes,
and
can
be
served
on
various
occasions.
Key
Message:
With
Sabra
being
the
number
one
hummus
brand,
we
want
to
show
Sabra’s
target
audience
that
hummus
is
not
just
for
a
few
specialized
groups,
it’s
for
everyone.
Through
out
research,
we
have
found
that
Sabra’s
14
recipes
incorporate
flavors
from
around
the
world.
The
campaign
will
show
Sabra’s
audience
that
through
the
creamy
and
smooth
texture,
they
are
offered
nutritional
value
with
a
variety
of
fresh
ingredients,
for
every
household.
Through
our
campaign
we’re
going
to
show
mothers
how
to
use
Sabra
as
an
every
day
dip
or
spread.
The
Challenge:
Our
challenge
is
changing
the
mindset
of
consumers.
We
want
to
convert
their
mindset
from
thinking
of
hummus
as
a
specialty
product
to
thinking
of
hummus
as
an
everyday
dip
and
spread.
In
addition,
we
are
trying
to
get
other
dip
lovers,
to
choose
hummus
instead
of
other
alternatives;
more
specifically,
guacamole
our
leading
competitor.
Creative
Strategy:
The
Big
Idea
Slogan:
“The
creamy
delight
that’s
always
just
right.”
32. 31
Meet Our Team
Brittany Asito is a sophomore Business Administration major with a concentration in
Marketing and a minor in Integrated Marketing Communication from Rochester, NY. She
is a member and the Fundraising Coordinator for the Ithaca College Cheerleading team
and a member of the Women in Business Network. She is excited for the fall 2014 semester
when she will be studying abroad in Barcelona, Spain. Upon graduation she hopes to start
a career that combines her love of business and advertising. Brittany’s favorite Sabra
Hummus flavor is Original
Erin Batty is a sophomore Integrated Marketing Communications major with a minor
in Environmental Studies from Westchester, NY. Erin loves to be creative and hopes
to eventually work at a job where her artistic abilities are in use. She is currently
interning at an organization called GoGreenNY as a Marketing Development
Partner for the spring semester. Erin’s favorite Sabra Hummus flavor is Roasted Pine
Nut.
33. 32
Olivia Berrigan is a Sophomore Integrated Marketing Communications and Theatre Studies
double major from Harrisburg, Pennsylvania. On campus, she works for Campus Center and
Event Services as a Special Events Manager. In addition, she serves as Vice President of
ProfessionalDevelopment for the American Marketing Association (AMA) as well as Artistic
Director of IC Players. This summer, Olivia will be interning with Journal Multimedia. She hopes
to study abroad in London next spring, studying theatre and interning at an Event Planning firm.
Upon graduation, Olivia would like to start a career as an Events Planner. Olivia’s favorite Sabra
Hummus flavor is Roasted Garlic.
Sonya Joshi is a sophomore Integrated Marketing Communication major at Ithaca College
and is pursuing a minor in Psychology. She is a member of the American Advertising Federation,
Habitat for Humanity and is on the Women’s Club Soccer Team. Last summer she interned at
Womenkind in NYC. She is originally from Randolph, New Jersey and hopes to pursue her
passion in advertising at an agency once she graduates. Being from North Jersey and 45
minutes outside of New York City, she hopes to land an internship this summer in the Big Apple.
Sonya’s favorite Sabra Hummus flavor is Chipotle.
Meet Our Team
34. 33
Micaela Metz is a rising junior at Ithaca College from Hershey, PA majoring in Integrated Marketing
Communications with a minor in Communications Management and Design. Through the Roy H. Park
School of Communications, Micaela has discovered her love of communications and has plans to mix
communications with the fashion industry upon graduation. This summer, Micaela will be pursuing a
marketing internship at Macy’s in New York City. On campus, Micaela is the Vice President for the Big
Brothers, Big Sisters organization, the Director of Communications for the Public Relations Student Society
of America, a Peer Advisor for the Park School of Communications, and a Marketing Executive for
HiFashion Studios. Micaela’s favorite Sabra Hummus flavor is Sun Dried Tomato.
Marisa Nizzi is a sophomore Integrated Marketing Communications major with a Sport Studies minor at
Ithaca College. She is involved in several clubs and organizations on campus including the American
Marketing Association and the Women’s club soccer team. She also holds an on campus job as a
receptionist at the Athletics and Events Center. This summer Marisa will be working with a Minor League
Baseball team as an on-field personality and promotions intern. Next spring semester, she plans to study
abroad at the IC London Center. Marisa came from a small town, Frankfort, NY, which lies between
Syracuse and Albany, NY. She plans to move south after graduation to pursue a career in marketing or
public relations within professional athletics. Marisa’s favorite Sabra Hummus flavor is Roasted Red
Pepper.
Meet Our Team