2

Agency and Brand Strategy

3

4

Environmental Analysis

5

Competitor Analysis

6

SWOT Analysis

7

Objectives and Budget

8

Research

8 9

Brand Value Proposition

10

Target Market

11

Campaign Strategy

12

13

Creative Overview

14

Creative Executions

15

16

17

18

Media Objectives

19

Media Choices

20

Media Choices

21

Media Choices

22

23

Brand Activation

24

25

26

RAD

IO S

CRI

PT-

Clie

nts

Na

me

: Pre

tze

l Cris

ps

Bein

g A

dve

rtis

ed

: Pre

tze

l Cris

ps

Ag

en

cy

Na

me

: 6 S

trin

gs

Title

: “P

retz

el C

risp

s P

art

y”

Du

ratio

n: 3

0 Se

co

nd

s W

rite

r: C

hris

Mu

rch

Inte

nd

ed

Ra

dio

Sta

tion

s: P

an

do

ra, S

po

tify

Sce

ne

On

e: I

nt.

Loc

atio

n #

1- N

igh

t SO

UN

D: G

lass

es

clin

k, c

ha

tte

r am

on

g p

atr

on

s, p

art

y sc

en

e

MA

N: Y

ou

kn

ow

, it

wa

s re

ally

nic

e t

o s

ee

Jo

na

tha

n a

nd

Pa

ige

to

nig

ht

it’s

un

fort

un

ate

th

ey

ha

d t

o le

ave

ea

rly.

MA

N: I

kn

ow

! Yo

u k

no

w w

ha

t I c

ou

ld g

o f

or r

igh

t a

bo

ut

no

w?

A n

ice

sn

ac

k.

WO

MA

N: I

co

uld

als

o g

o f

or t

ha

t. L

et’

s n

ot

forg

et

ho

we

ver a

bo

ut

the

die

t w

e

sta

rte

d o

n M

on

da

y.

Sce

ne

Tw

o: I

nt.

Loc

atio

n #

2- N

igh

t SO

UN

D: M

AN

an

d W

OM

AN

wa

lk t

o k

itch

en

. Ste

ps

he

ard

, mo

re c

ha

tte

r

am

on

g p

atr

on

s.

WO

MA

N: H

ey

loo

k th

ey

ha

ve P

retz

el C

risp

s!

MA

N: W

ha

t a

re p

retz

el c

risp

s?

WO

MA

N: O

h m

y g

oo

dn

ess

yo

u h

ave

n’t

he

ard

of

Pre

tze

l Cris

ps?

Th

ey

are

the

se t

hin

-like

pre

tze

ls w

ith a

ll th

ese

am

azi

ng

fla

vors

like

bu

ffa

lo, j

ala

pe

no

,

Pa

rme

san

an

d m

ore

. Lo

oks

like

th

is o

ne

is b

uff

alo

. M

AN

: Oo

h, g

ive

me

th

at,

I’ll

take

an

y ty

pe

of

flavo

r th

at

rem

ind

s o

f th

e p

re-

die

t.

SOU

ND

: Bite

Cru

nc

h

MA

N (

co

nt’

d):

Wo

w t

he

se a

re a

ctu

ally

gre

at!

W

OM

AN

: I k

no

w ri

gh

t! H

ere

pa

ir it

with

th

is M

on

terr

ey

jac

k c

he

ese

, dre

ss it

up

a li

ttle

. SO

UN

D: B

ite C

run

ch

#2

MA

N: Y

ou

kn

ow

th

is w

ho

le d

iet

thin

g is

n’t

so

ba

d a

fte

r all.

WO

MA

N: O

h D

en

nis

MU

SIC

: Lig

ht

mu

sic

. Th

ink

ALL

STA

TE F

lo c

om

me

rcia

ls.

WO

MA

N #

2: (

Ove

r Mu

sic

) “D

on

’t b

e b

orin

g w

ith y

ou

r sn

ac

k c

ho

ice

. Dre

ss u

p

you

r pre

tze

l with

Pre

tze

l Cris

ps.

” Th

e E

nd

  27

C

reat

ive

Bri

ef- P

retz

el C

risp

s H

isto

rica

l Bac

kgro

und

Pret

zel C

risps

wer

e lit

eral

ly m

ade

out o

f lov

e. A

fter S

ara

and

War

ren

Wils

on m

et se

lling

funn

el

cake

s at a

n am

usem

ent p

ark

and

got m

arrie

d, th

ey w

ent i

nto

busi

ness

toge

ther

cre

atin

g po

pula

r sn

acks

like

the

New

Yor

k St

yle

Pita

and

Bag

el C

hips

. It w

asn’

t unt

il th

ey d

ecid

ed to

reth

ink

the

aver

age

pret

zel w

hen

Pret

zel C

risps

wer

e cr

eate

d. T

hese

thin

, ver

satil

e cr

isps

wer

e cr

eate

d to

be

dipp

ed, s

tack

ed, a

nd p

aire

d w

ith ju

st a

bout

any

thin

g. In

200

4, T

he W

ilson

’s e

ndur

ed a

bat

tle w

ith

com

petit

ion

to tr

adem

ark

thei

r nam

e an

d ke

ep b

igge

r bra

nds f

rom

cop

ying

thei

r pro

duct

. Tod

ay,

the

num

ber o

f diff

eren

t Pre

tzel

Cris

p fla

vors

mak

es th

em a

ppea

l to

all t

aste

bud

s. G

oals

M

arke

ting

Obj

ectiv

es- A

s an

agen

cy, w

e w

ant t

o cr

eate

mor

e aw

aren

ess o

f Pre

tzel

Cris

ps a

s an

indi

vidu

aliz

ed b

rand

. We

wan

t the

re to

be

a 70

% c

ompr

ehen

sion

, (un

ders

tand

mes

sage

) and

45%

co

nvic

tion

(val

ue)

Adve

rtis

ing

Goa

ls: T

he e

ffec

tive

reac

h of

this

cam

paig

n is

70%

with

an

effe

ctiv

e fr

eque

ncy

of 5

Ti

me

Fram

e: T

his c

ampa

ign

will

be

a ye

ar lo

ng b

egin

ning

in Ja

nuar

y an

d en

ding

in D

ecem

ber.

T

arge

t Mar

ket:

The

targ

et m

arke

t for

Pre

tzel

Cris

ps is

bot

h m

en a

nd w

omen

from

the

ages

of

25-4

4. T

his i

nclu

des a

bro

ad ra

nge

of in

divi

dual

s, fr

om y

oung

pro

fess

iona

ls, t

o pa

rent

s, an

d fo

odie

s. A

dver

tisin

g Pr

oble

m: F

or st

arte

rs, P

retz

el C

risps

doe

s not

adv

ertis

e at

all,

whi

ch is

som

ethi

ng

we

as a

n ag

ency

wan

t to

chan

ge. W

e w

ant t

o cr

eate

mor

e aw

aren

ess a

bout

the

Pret

zel C

risp

bran

d an

d ha

ve it

stan

d ou

t am

ongs

t the

pre

tzel

mar

ket a

s a v

ersa

tile

snac

k th

at c

an b

e pa

ired

with

just

ab

out a

nyth

ing!

Our

targ

et m

arke

t inh

eren

tly g

ravi

tate

s tow

ards

snac

k fo

ods l

ike

chip

s and

cr

acke

rs in

stea

d of

util

izin

g th

e m

any

optio

ns P

retz

el C

risps

can

off

er. W

e w

ant t

o so

lve

this

pr

oble

m b

y po

sitio

ning

Pre

tzel

Cris

ps a

s a fu

n, u

niqu

e pr

oduc

t with

an

imm

ense

am

ount

of

varie

ty th

at w

orks

wel

l with

oth

er in

gred

ient

s.

Em

otio

nal N

eed:

We

reco

gniz

e th

at a

maj

ority

of p

eopl

e in

our

targ

et m

arke

t ten

d to

be

avid

sn

acke

rs. H

owev

er, m

ost o

f the

se p

eopl

e sn

ack

whe

n th

ey h

ave

dow

ntim

e. T

hrou

gh th

is

cam

paig

n w

e w

ant t

o en

cour

age

this

aud

ienc

e to

use

Pre

tzel

Cris

ps fo

r rec

ipes

and

in so

cial

ga

ther

ings

. 73%

of o

ur su

rvey

resp

onde

nts s

aid

they

alre

ady

pair

thei

r pre

tzel

s with

oth

er

spre

adab

les a

nd d

ips s

o w

ith th

is c

ampa

ign

we

can

cont

inue

enc

oura

ging

this

asp

ect i

n ne

w a

nd

exci

ting

way

s.

Com

petit

ors:

Rol

d G

old,

Pep

perid

ge F

arm

s, St

acey

’s

 

28

29

Meet Our Team!

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31