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BOOMCHICKAPOPBOOMCHICKAPOPBOOMCHICKAPOPBOOMCHICKAPOP

Natasha Brower | Emma Behrens | Mollie Wiener | Taylor Rao | Maria Buitrago

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BoomchickapopTable of ContentsAmpersandSituation AnalysisResearchBrand Value PropositionThe Big IdeaCreativeMedia ObjectivesMedia ChoicesMedia Scheduling and BudgetBrand ActivationMarketing RecommendationsEvaluationCreative BriefEndnotesTeam BiosSelected Survey Responses

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Executive SummaryBoomchickapop is healthy, vegan, low-calorie, and conveniently pre-popped popcorn snack. Our mission? To increase awareness

of Boomchickapop’s yummy goodness in our target market of women ages 35-49. To accomplish this, we embarked on

a campaign consisting of creative emphasizing an idea at the heart of the Boomchickapop brand: “Take snacking lightly.” The Boomchickapop woman cares about her health and fitness, but

still highly values taste when choosing a snack. Our campaign will focus on all of the positives surrounding having a snack, with none

of the guilt. Boomchickapop will be seen as the snack you won’t have to worry about, and the one that women will want to share

with their family members and friends.

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who we are

Ampersand Media is composed of dreamers and schemers devoted to making your brand shine, whatever the medium. Our name comes from our consistent efforts to ask, “...and?” What else comes next?

What can else can we do? What can we improve this time around? Ampersand means a constant focus on evolving, growing, and changing to devise fresh strategies,

innovative ideas, and creative that never fails to pop.

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Situation analysisHistory of Boomchickapop

Co-founders Angie and Dan Bastian decide to make popcorn and kettle corn in their kitchen to sell at local events.

Angie’s grows into a full-fledged business, making 80,000 bags of popcorn a day.

Angie’s rolls out Boomchickapop popcorn, now available in five different flavors.

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2001 2004 2014

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situation analysisLegal/Regulatory Factors

The Food and Drug Administration is in the process of updating nutrition labels, which will make make it simpler for consumers to understand what they are eating. Some of

the proposed changes include increasing the font size used to display calories and standardizing serving sizes. This overhaul can benefit Boomchickapop because they have already recognized that calories per serving and serving size information can be a little confusing. Because Boomchickapop has nothing to hide, they list calorie

information on the front of every bag and dedicate an entire page on their website to an explanation of serving sizes and calorie information.

Sociocultural FactorsCurrently, health and nutrition is a focal point in the public consciousness, especially

with the work of First Lady Michelle Obama. This has lead to people looking for heart-healthy foods, watching fat intake, and looking for less processed foods.

Bookchickapop caters to this sociocultural force by providing consumers with a whole grain option, zero trans fat, and no preservatives. Added sugar is another problem.

Luckily, Boomchickapop contains no high-fructose corn syrup and no artificial sugars. Popcorn is also naturally gluten-free, making it the perfect snack food in an era which

poses an increasing reluctance toward eating gluten.

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campaign objectivesMarketing/AdvertisingBy the end of our campaign, 75 percent of our target market will be aware of Boomchickapop, and 50 percent will find value in what Boomchickapop does and have motivation to purchase its products. In addition, 75 percent of women ages 35-49 will have been exposed to one of our ads at least four times. Boomchickapop sales will increase by 10 percent.

Time FrameAmpersand Media’s Boomchickapop campaign will run for one year, from January 2014 to December 2014, in order to capitalize on the season of New Year’s resolutions, many of which involve a healthier and more active lifestyle among our target, and then continue to gain increasing levels of awareness and sales.

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budget summary

Ampersand Media’s total budget for the

Boomchickapop campaign was $10 million. Here’s how our costs stacked up:

Production: $700,180.86Print: $4,957,380.00

Out-of-Home: $349,962.41Television: $1,697,755

Digital: $2,294,721.73

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what our competitors doOrville Redenbacher’sStrengths• Wide variety of flavors• Produces both ready-to-eat & microwaveable

products• Sold in more movie theatres than any other pop-

corn brand• Established for 40+ yearsWeaknesses• High sodium and fat content

Pop SecretStrengths• Low calorie content• 100 calorie packages• Wide varietyWeaknesses• High in fat, trans fat, and sodium• No ready-to-eat options

Smartfood PopcornStrengths• Heavily distributed, especially in vending machines• “Smart” implies it is a good choice• 100 calorie pack optionsWeaknesses• Higher calorie content• High in fat• Only ready-to-eat option available

Skinny PopStrengths• Low calorie content• No trans fat• Non-GMOWeaknesses• Low appeal to men - don’t want to be “skinny”• Low flavor variety• Not organic

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boomchickapopStrengths• Low calorie• Vegan• All-natural ingredients• Eye-catching, attractive packaging• Can be purchased online• Donations to breast cancer research• Winner of Cooking Light’s Taste Test

Award

Weaknesses• Relatively new and unknown• Those who are looking for a snack food

may not be interested in something healthy

• May not appeal to men• Not all flavors are available everywhere• Certain flavors contain lots of sugar

(Caramel & Cheddar Mix)

Opportunities• Rise of vegan and gluten-free options• Trend against GMOs• Rise of whole grains

Threats• Purchase hesitation due to economic

concerns• Competition from other snack categories

(fruit and vegetables, chips, etc.)

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ResearchObjectives

Primary Research

Secondary Research

1) Determine brand awareness

2) Explore reasoning behind snacking choices and behaviors

3) Find out what women look for in a snack

In order to harvest information about our target market, we conducted survey research by disseminating a survey to members of the target group online. In addition, Ampersand Media conducted a series of informal conversations with selected members of the target market. We then analyzed our results for common behaviors and values in the respondents

and used these discoveries to inform our strategy.

To inform our primary research, Ampersand Media consulted the Simmons database for insights into the target market and an estimate of the competition. In addition, we used Boomchickapop’s website and a thorough search on the popcorn and snack food categories to gain a sense of Boomchickapop’s situation today.

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Brand Value Proposition

FunctionalBenefits

EmotionalBenefits

Self-ExpressiveBenefits

Eating Boomchickapop will leave you feeling youthful, modern, and above all, healthy. You will feel good about yourself for having made a health-conscious choice when deciding on a snack.

Boomchickapop popcorn is a product that will not only satisfy your craving for something sweet or salty, but it will also give you energy in the form of a quick, easy, and low-calorie snack. With Boomchickapop, you can indulge in a tasty treat that will fill you up with fiber and whole grains, without any trans fats.

The Boomchickapop consumer is fun, energetic, and a “smart snacker.” When people see her eating Boomchickapop popcorn, they recognize her to be both health-con-scious and concerned about the environment. She is someone who doesn’t let snacks make her feel guilty because she knows what’s good for her and what isn’t.

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who we’re talking toErica Taylor is a 37-year-old speech pathologist from Fairfield, Connecticut. However, first and foremost, she is a mom to her five-year-old, Mia. It is very important to Erica that Mia learn healthy habits. They frequently spend time together outside, playing in the park and planting a vegetable garden because she wants Mia to learn the importance of exercise and healthy eating. When Erica is not at work or with her daughter, she enjoys spinning classes at the gym and ladies nights with her friends. Erica subscribes to Shape and Family Circle magazines. She doesn’t watch much TV, though her guilty pleasure show is Dancing with the Stars.

Kelly Preston, 42, is a market research analyst from Ann Arbor, Michigan. She loves her job and is very career-driven. She spends most of her time at work, sometimes going out for drinks with coworkers after a long day. When she’s not at work, she plays on a kickball team with some women from her neighbor-hood. Kelly is often exhausted when she returns home and doesn’t have a lot of time to prepare food; however, being healthy is very important to her. After a long day, she likes to put her feet up and read People magazine with a glass of wine.

Ahono Hall Ahono Hall is a graduate student at Vanderbilt University getting her MFA in creative writing. She is a teaching assistant for several professors and tutors at the area high school. Though she’s incredibly busy, staying fit is still important to Aho-no. To get exercise, she often bikes from her apartment to the university. She likes to stream Spotify on her phone during her daily commute and listen to her playlists on shuffle.

PRIMARY

SECONDARY

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our strategyThe ProblemBoomchickapop popcorn is largely unfamiliar to its target market (women aged 35-49), which may be due to its inherent appeal to a younger demographic.

Key InsightFrom our research, we gleaned that our target includes women who partake in such activities as cooking for fun, exercising through recreational activity, gardening, and who ultimately are socially invested in being healthy. Their concern for personal fitness and nutrition come from a need to be seen as a healthy, active person by their peers.

Brand PromiseBoomchickapop popcorn is tasty, guilt-free, and makes you look and feel

like the healthy person that you are.

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creative strategy

Art DirectionTo accurately relate to our target audience and persuade them to “take snacking lightly,” Ampersand elected to portray the myriad responsibilities and engagements that occupy the thoughts of a woman 35-49. Because

there is no such thing as the “average woman,” Ampersand avoided the use of a specific woman in the ads and instead used handwritten schedules and artifacts of women’s daily lives to show the viewer that this could be

her. In this way, the visuals superimpose Boomchickapop into each woman’s life. The design scheme of the ads, including color choices, font choices, and visual composition, all serve to underscore the carefree, fun brand

identity of Boomchickapop. By using lightweight fonts and bright colors, we can effectively connect back to the big idea, to “take snacking lightly.”

CopywritingOur mission when writing the copy for our print ads was to show that, even when experiencing a busy day, anyone can grab a bag of Boomchickapop for a quick and satisfying snack. To fit in with the upbeat energy of the brand, we emphasize that eating Boomchickapop popcorn is the fun part of any day. Not only that, but we wanted to communicate the fact that consumers don’t have to worry when munching on our popcorn because of the low number of calories as well as the simplicity of the ingredients.

Our target audience (women ages 35-49) is constantly busy with their everyday lives, and they don’t have time to fuss about guilt associated with unhealthy (but tasty) snacks. Our research shows that our target market values flavor in snacks but also looks for healthier options. Boomchickapop is approximately 35 calories a cup and is made with natural ingredients. The product offers our target a snack that they can enjoy without thought as to calories or unknown ingredients. Our campaign strategy focuses on portraying women who have a full schedule but make time to eat Boomchickapop popcorn. It’s a light snack you don’t have to think twice about. We want our target to know that Boomchickapop takes snacking lightly--and they should, too.

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print executions

Full-Page(Better Homes and Gardens, O, the Oprah

Magazine, People, Woman’s Day)

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Full-Page(Better Homes and Gardens, O, the Oprah

Magazine, People, Woman’s Day)

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Banner, Flash Animation(Pandora)

Rectangle, 300 x 250 px(Pandora)

Digital executions

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3

2

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Skyscraper (Spotify, Yahoo News, msn.com)

Large Rectangle, 800 x 500 px (Spotify)

1 32Looking for some upbeat tunes to lighten up your day? Listen to Boomchickapop’s (Pandora Station/Spotify Playlist) now and listen to music that sounds as good as Boomchickapop tastes! Take snacking lightly just like we do, and don’t forget to check out angiespopcorn.com or your local grocery store to grab your favorite flavor of boom.

:15 Internet Radio Ad (Script)

(Spotify, Pandora)

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Billboard(Atlanta, Chicago, San

Francisco, Dallas)

Out-of-home execution

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Track: “Huddle Formation” by The Go! Team

Voiceover: At Angie’s, we know you’ve got enough to do today. When it comes to snacking, make it a no-brainer. Angie’s Boomchickapop Popcorn is low-calorie, all-natural, and comes in great flavors. Boomchickapop. We take snacking lightly. You should, too. Find Boomchickapop at these retailers near you, or visit www.angiespopcorn.com to order online.

:30 TV Spot(Dancing with the Stars, Two and a Half Men, Criminal

Minds)

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creative testing resultsAs always at Ampersand, it’s not enough to simply create--we have to ask, “...and? What else can we do?” The next logical step is testing. It became apparent that few women in our target market were aware of Boomchickapop. Overall, the response to the preliminary creative was overwhelming. Respondents found the executions visually pleasing and appealing. However, some alterations were necessary. Mary Holland, a Student Organizations Business Specialist at Ithaca College and member of our secondary market, pointed out that the amount of copy on our magazine executions was a little overwhelming. With her feedback we decided to trim our copy and highlight important words within the copy. The commentary that we received during our creative testing helped us to create advertisements that will attract and interest our target market.

If I saw a billboard like that on my drive home from work it would really catch my attention. Definitely not your traditional billboard.

-Barb Masteller, 48

“I like the color scheme of these ads. The first thing I noticed was the

Boomchickapop on the bag. I have never heard of this popcorn but it looks great and for 37 calories I would definitely try it!

-Traci Wendler, 35

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media objectivesReach the Target

In this campaign, we work to reach our primary audience of women between the ages of 35 and 49. These women are driven career women and mothers who are interested in appearing health-conscious and focused

on fitness. Our secondary audience consists of women between the ages of 25 and 34. Geographic Scope

Our campaign combines national and regional advertisements. We will advertise nationally in magazines, television spots and with internet radio services and regionally with placements on billboards that will be

located outside of major cities so that our target market can see them on their to and from work. Message Weight

Becaause Ampersand Media’s target market consists of women who have mostly established roles in their lives as professionals, mothers, or both; and because the target consists of women who are more socially invested in their health and fitness, Ampersand has selected a variety of popular women’s magazines to cater to these

women’s interests. In addition, we have chosen to include advertisements in online streaming radio sites like Pandora and Spotify, which are commonly used for workout playlists or ambient music at work.

Media StrategyThe effective reach for this campaign is 80, with an effective frequency of four, meaning that 80% of the target

market will be reached at least four separate times. The continuity of this campaign will be a combination of continuous and pulsing. Television commercials will air most heavily in May, as women begin to think about

getting in shape for summer and start looking for healthy snacks. They will also air heavily during the end of August and the beginning of September, as mothers often do a much of their back-to-school shopping in stores

such as Target, where Boomchickapop is sold. Billboards will be placed outside of cities during the summer months to catch both the usual women who commute in and out of the city, and to also take advantage of the extra traffic that may leave the city in vacation periods. Ads will be placed continually in magazines throughout the year, with different magazines emphasized in different months. Ads on internet radio and

websites will run continuously throughout the year, providing constant reinforcement of the ads women are seeing elsewhere.

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magazinesBetter Homes and GardensCIRCULATION: 7,615,581Better Homes and Gardens, a monthly magazine, helps women bridge the gap between dreaming and doing by providing approachable content on design, gardening, food, entertaining, and per-sonal and family well-being. Read by 26.3% of all women aged 35-49, Better Homes and Gardens is the perfect platform to reach women who constantly seek to improve their lifestyle habits.

O, The Oprah MagazineCIRCULATION: 2,386,601O, The Oprah Magazine offers readers style advice, health tips, and tasty recipes, all with Oprah’s unique spin. By placing advertisements in O, The Oprah Magazine, we reach 16.1% of our target market in the outlet to which they reach out for food and health suggestions.

PeopleCIRCULATION: 3,527,541People is a go-to magazine for the hottest celebrity news and styles. People also offers several spe-cial issues such as the Half Their Size issue which highlights ordinary people’s extraordinary weight loss. This issue, with its health emphasis, is often sought out by people conscientious about weight. People is the number one magazine read by women in our demographic with 39.8% of them hav-ing read it in the past 6 months.

Woman’s DayCIRCULATION: 3,311,803Better Homes and Gardens, a monthly magazine, helps women bridge the gap between dreaming and doing by providing approachable content on design, gardening, food, entertaining, and per-sonal and family well-being. Read by 26.3% of all women aged 35-49, Better Homes and Gardens is the perfect platform to reach women who constantly seek to improve their lifestyle habits.

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TelevisionDancing with the Stars

MONDAY 8 PM - 10 PM (ABC)Dancing with the Stars offers a carefree and fun way to relax at the end of a long

Monday day back at work. With over 14 million viewers, ads on this show have incredible exposure to both our primary and secondary audiences. Dancing with the

Stars is watched by 13% of women ages 35-49.

Two and a Half MenTHURSDAY 9:30 PM - 10 PM (CBS)

Two and a Half Men is the most watched show of women in our primary target market with 15.3% of all women 35-49 watching it weekly. This show highlights the

lives of two adult brothers as they struggle to cohabitate. The absurdist situations can help women unwind after the struggles of their own busy days.

Criminal MindsWEDNESDAY 9 PM- 9:30 PM (CBS)

For the inquisitive women in our target market, crime drama Criminal Minds, proves to be a top-watched show. 13.1% of woman in our primary target market watch the

show weekly.

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Billboards

ChicagoPOPULATION: 2,715,000PERCENTAGE OF TARGET: 3.52%

AtlantaPOPULATION: 443,775

PERCENTAGE OF TARGET: 2.46%

DallasPOPULATION: 1,200,000PERCENTAGE OF TARGET: 2.32%

San FranciscoPOPULATION: 825,863PERCENTAGE OF TARGET: 2.64%

We will place billboards outside of major cities where our market resides including Chicago, Atlanta, Dallas, and San Francisco. We know that our career-oriented women, who often have kids and always have tons going on, have so much on their minds. By placing billboards along their commute to and from work, we will develop top-of-mind recognition.

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DallasPOPULATION: 1,200,000PERCENTAGE OF TARGET: 2.32%

DigitalInternet RadioPANDORAPandora is an automated internet radio platform that provides recommended music to listeners based on the user’s artist selections. We chose Pandora because it is likely to be used for ambient or background music, typically in an office or work setting, thus exposing our target to Boomchickapop.

SPOTIFY Spotify is a customizable internet radio platform that allows users to listen to what they want, when they want it. Spotify enables advertisers to customize audiences based on demographics, location and music genre, mak-ing it the perfect way to access our target.

WebsitesMSN.COM

MSN is an entertainment website frequented by wom-en looking for the latest on pop culture and celebrity

gossip. 11.3% of our target market visits this site at least once a week, making it the perfect location for

social women wanting to look their best.

YAHOO! NEWSYahoo! News is a free news site that consolidates all

the latest news on the web. For the career-oriented woman, it is important to stay current and Yahoo! News provides a simple place to do so. 28.7% of

women age 35-49 visit Yahoo! at least once a week, with the many of them using Yahoo! News during

their time on the site.

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media schedule

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media budget

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Brand activationPARTNERSHIP/EVENTSObjective: To reach members of our target market and promote the Boomchickapop brand by partnering with Zumba fitness classes at national gyms (Planet Fitness or Gold’s Gym) as well as host a separate, “movie-in-the-park” type of event in major cities. Strategy: Boomchickapop will team up with the Zumba Fitness brand at national gyms to position the product as a fun, guilt-free snack perfect for after an upbeat workout with friends. Members of the Zumba class will be able to sample the flavors and receive coupons to purchase Boomchickapop online or in stores. The “movie in the park” nights will be sponsored by the brand and feature Boomchickapop as the official popcorn snack of the night. In major cities, we would feature “throwback” movies in outdoor settings as a nostalgic appeal to our target, and in other areas of the country we would team up with a major cinema brand to sponsor a current film in theatres and take over the popcorn stand for our target moviegoers.

ALTERNATIVE METHODObjective: To inject the Boomchickapop brand into pop culture by the use of a popular network television show that appeals to our market and features likeable main characters who are similar to our ideal customer. Strategy: Write a scene for FOX’s “The Mindy Project” where the main character, Dr. Mindy Lahiri catches a male nurse eating her Boomchickapop snack, which opens up a dialogue about the product and touches on Dr. Lahiri’s weight and physical appearance –a popular topic of conversation and laughs throughout the plot of the show.

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brand activationEVENT SPONSORSHIPObjective: Show support by becoming an official sponsor for a women’s race in Minnesota to highlight Angie’s Popcorn’s philanthropic efforts and connect with a larger audience who supports a healthy and fit lifestyle.

Strategy: Sponsor the Women Run the Cities event 5K/10K/10MI event organized by the Minnesota Commercial Real Estate Women (MNCREW). Possible brand activation tactics aside from sponsorship could include creating an Angie’s team to participate in the run or hosting an outdoor tent at the event to offer popcorn samples and create brand awareness to participants and other attendees.

BRAND ACTIVATION TIMELINE

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marketing recommendationsPRODUCT: Introducting single-serving

packages

POSITIONING: Placing Boomchickapop closer to its competitors

in stores

POSITIONING: Distributing Boomchickapop in vending machines

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evaluation

Ampersand’s main goals in the Boomchickapop campaign are to increase

comprehension by 75 percent, awareness by 75 percent, and conviction by 50 percent. The

comprehension, awareness, conviction, and sales trajectory estimates correspond with the media, creative, and brand activation

choices for each month during the yearlong campaign. We intend to use these figures as

benchmarks to evaluate progress throughout the year, in order to reach our campaign goals.

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p, s

nack

ers

won

’t fe

el g

uilty

for

brin

ging

a b

ag o

f Ang

ie’s

pop

corn

to s

hare

with

frie

nds

or

enjo

y al

one

whi

le o

n-th

e-go

. T

HE

SIN

GL

E M

OST

IM

PO

RT

AN

T T

HIN

G T

O S

AY

: Tak

e sn

acki

ng li

ghtly

. You

’ll fe

el g

ood

abou

t sna

ckin

g on

Boo

mch

icka

pop

whi

le o

n-th

e-go

or

brin

ging

a b

ag to

a g

et to

geth

er w

ith

your

girl

frie

nds.

Ang

ie’s

pop

corn

is a

fun,

vib

rant

and

all-

natu

ral b

rand

mad

e w

ith in

gred

ient

s yo

u w

ont h

ave

to th

ink

twic

e ab

out.

35

endnotesChristensen, Jen and Wilson, Jacque. (2014, February 27). Nutrition Labels Getting a

Makeover. Retrieved from http://www.cnn.com/2014/02/27/health/nutrition-labels-changes/

Guthrie, Catherine. (2008, March). Is Microwave Popcorn Bad for You? Retrieved from

http://www.oprah.com/health/Is-Microwave-Popcorn-Bad-for-You

Rooney, Kieron. (2013, October 29). Big Sugar is having its Tobacco Moment. Re-trieved

from http://www.abc.net.au/news/2013-10-28/rooney-big-sugar/5050114

Schultz, EJ. (2013, May 29). Pop Psychology: Ready-Made Popcorn Gains On

Microwave Brands. Retrieved from http://adage.com/article/news/ready-made-popcorn-gains-microwave-brands/241686/

36

meet ampersand mediaNatasha BrowerHometown: NORWICH, NYPreferred Boom: CARAMEL AND CHEDDARNext Big Move: Traveling the world post-undergrad (especially Central and South America)!

Emma BehrensHometown: STRAFFORD, VTPreferred Boom: SEA SALT POPCORNNext Big Move: Running away to do Marketing and Public Relations with international youth circus, Circus Smircus!

Maria BuitragoHometown: MANAGUA, NICARAGUAPreferred Boom: WHITE CHEDDAR POPCORNNext Big Move: Taking a year in 2016 to work on my portfolio at Chicago Portfolio School (fingers crossed!)

37

Taylor RaoHometown: CLIFTON PARK, NY

Preferred Boom: SWEET AND SALTYNext Big Move: Social media & marketing intern with Tri-City Valley Cats Minor

League Baseball Team

Mollie WienerHometown: ROCHESTER, NYPreferred Boom: LIGHTLY SWEETNext Big Move: Interning in Account Management at Kargo, a mobile ad publishing company, this summer in NYC!

38

selected survey responses

39

40