Source: http://www.imarketingsf.com David Lewis Group Director & Strategy, Organic, Inc. http://www.organic.com/ How we shop for groceries is changing. From digital shopping tools to unprecedented choice at the shelf, shoppers face a decision every time they put something in their cart. Often, that choice becomes automatic, as we reach for the brand we know. But to stay relevant, you need people to actively think and feel about your brand before, during and after purchase. To revitalize a well-known brand, Organic is creating a socially-centric cross-channel campaign for Foster Farms that entertains, provides value and encourages Foster Farms customers to connect around the moments that happen when we gather around a great meal.

1. BEYOND THE PLATE
TAPPING INTO THE MOMENTS AROUND MEALTIME
11/4/14
David Lewis / @dlewis
@organicinc
November 5, 2014

4. 3x
per week
Photo: https://www.flickr.com/photos/nwdad/6671490301

5. 100
75
50
25
0
chicken
beef
1965
1970
1975
1980
1985
1990
1995
2000
2005
2010
2014
Source: National Chicken Council

6. 6
A CHANGING
LANDSCAPE

7. Photo: http://en.wikipedia.org/wiki/The_Boston_News-Letter

8. + + +
newspaper magazine radio TV
Photos: http://en.wikipedia.org/wiki/The_Boston_News-Letter, http://nbc-movies.wikia.com/wiki/List_of_NBC_logos, http://www.pendemonium.com/a_waterman.htm

9. INSIGHT
Customer Business
IDEA
shared story

10. REPETITION STORY

11. REPETITION STORY

12. NOISE
who’s story is loudest?

13. INSIGHT
Customer Business
STORY
?

14. INSIGHT
Customer Business
CONNECTION POINTS
STORIES & ACTIONS

15. ADAPTABILITY CONNECTIONS

16. Insights
Hypotheses
Learn IDEA &
ACTIVATION
Experiment

17. NEW
CHOICES

18. 18

19. SHARED VALUES
DONNA
The Traditionalist KRISTEN
The Food Lover

20. is it healthier? natural?
a good value?
will they love it?
Photo: https://www.flickr.com/photos/yasuhirotao/5566567609/in/photostream/ 20

21. 20%
food is eaten in
our cars
32%
20 min or less
for dinner
Photo:http://www.huffingtonpost.com/2013/08/05/anti-aging-food_n_3683456.html 21

22. Insights
Hypotheses
Learn IDEA &
ACTIVATION
Experiment

23. AUDIENCE
Pursuing meals
that bring families
together
BRAND

24. FOSTER FARMS
CHICKEN
75th
ANNIVERSARY
BRING BACK
MEALTIME

26. Insights
Hypotheses
Learn IDEA &
ACTIVATION
Experiment

33. Insights
Hypotheses
Learn IDEA &
ACTIVATION
Experiment

34. WHAT? WHY? WHAT NEXT?
Photo:http:http://lavidacomida.com/2011/06/03/seco-de-pollo/mise-en-place-3/

35. FOSTER FARMS
CHICKEN
BRING BACK
MEALTIME

41. continual improvement
(the levers)
!
CREATIVE
!
OFFERING
!
MEDIA
!
CHANNELS
Pursuing meals
that bring families
together

42. RESULTS

43. FIND A CONNECTION POINT
IDEAS ARE HYPOTHESES
PLAN TO CHANGE
KEEP IT SIMPLE

44. Thank you