pr presentation-final
TRANSCRIPT
It Is This Simple
-Riserva by Classico
Becky Li, Kelsey Varner
Agenda
❖ Situation Overview
❖ Objectives
❖ Target Audience
❖ Key Messages
❖ Tactics
❖ Timeline
❖ Budget
❖ Evaluation
❖ Research
Situation Analysis To some consumers pasta sauce in a jar is Americanized and expectations for
authentic Italian flavor are low.
More and more people are becoming health-conscious and thus buying
products that are labeled “healthy” and “no preservatives added” etc.
KraftHeinz is presenting Riserva by Classico, emphasizing the great taste with
simple high-quality ingredients.
Objectives
Drive trial and broad awareness of Riserva by Classico, by reaching 100,000
targeted audience persons on social media.
Generate $1M incremental sales of the Riserva by Classico by closing year
2016.
Establish a new Premium Plus segment in pasta sauce category by
increasing 10% marketing share of the Premium category by end of closing
year 2016.
Target AudienceMedia Target Audience YouTube Vloggers
Internet Bloggers
News Reporters
Consumption Target Audience Housewives who shop regularly at supermarkets
Workers located in the cities that are to be included in the tour
Local families in Pittsburgh
YouTube Vlogger’s Subscribers
Blogger’s Followers
Pinterest users that meet the target audience requirement
Key Messages
Italian pasta sauce made with no preservatives, no added sugars, no artificial ingredients
Simple
ingredients.
Big Flavors.
Tactics Overview
❖Supermarket Partnerships
❖Social Media Strategy Blogs
Vlogs
❖Riserva Pasta Tour
❖Record Breaking Attempt
Why These Tactics? Spread broad awareness of Riserva by Classico’s simple and
high-quality ingredients simmered to perfection.
The campaign is centered on giving the opportunity to taste the
product and enjoy a great tasting authentic Italian meal without
artificial ingredients.
Tactic 1 - Supermarket Partnerships
❖What: Partner with supermarkets to promote Riserva by
Classico, and to boost sales after launch
❖When: Dec 1, 2015
❖Where: Target
❖How: Targeted shoppers will receive coupons upon check out,
and they can use it when they go to the store next time
Tactic 2 - Social Media StrategyBlogs
Tactic 2 - Social Media Strategy
Vlogs
Interactive cooking show
Focuses on Italian cuisine
Cooks viewers requests
Tactic 2 - Social Media Strategy
Vlogs
Daily weekday morning talk show
Recurring segment “Will It?”
Tactic 2 - Social Media Strategy
Pinterest - It Is This Simple Campaign
Promoted Pins
Raise awareness
Boost engagement
Drive traffic
Classico
Tactic 2 - Social Media Strategy (cont.)
Pinterest - Make it your own way contest
#PastaRiserva
Share your pasta moment
Top 3 pins will receive gift vouchers
Tactic 3 - Riserva Pasta Tour
What: A pasta tour
When: Feb 1 to Feb 12
(excluding weekends)
Where: Major cities in U.S.
How: Fully wrapped trucks displaying
promotional graphics will be giving out free
pasta sample during lunch rush
Taste it yourself!
Tactic 4 - Setting a RecordWhat: To create a world record of most stacked pasta jars
When: Feb 13
Where: Pittsburgh at an outdoor location
How: 20 by 20, and stack it up!
Timeline
2015 Dec Jan Feb Dec
Dec 1
Dec 1
Pinterest Promote Ads
Feb 1
Pasta Tour
Sauce LaunchIn Store
FoodieCrushBlog Release
Feb 6
I Am Food Blog
Release
Feb 15-19
GMM YoutubeRelease Feb 22-26
LITKYoutubeRelease
Feb 26
2016
Start of Pinterest Contest
Feb 8Supermarket
Couponing
Event Preparation
Jan
Winner Announcement
Feb 29
Feb 1-12 Record Breaking Attempt
Feb 13
Budget
Supermarket Partnerships$2,000
Social Media$8,775
Riserva Pasta Tour$25,605
Record Setting$7,520
Evaluation 4 Measurements, 4 Methods:
❖Customer Reaction
- Consumer Satisfaction Surveys
❖Audience Engagement
- Impressions, Click-through rate, Conversions
❖Sales Goal
- 2016 Annual Revenue Report
❖Leading Market Share
- Competitor Benchmarking
Research
Leading Food and Cooking Channels on YouTube
http://www.statista.com/statistics/420670/youtube-celebrity-food-cooking-channels/
❖Social Media
❖World Record Setting
❖Pricing
Thank you! Any questions?