totino's pizza rolls - campaign
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TRANSCRIPT
July 2, 2013Totino’s Pizza
Rolls
Agenda
Agency DetailsSituation AssessmentTarget MarketCreative BriefMedia Planning TV, Print, and Online AdvertisingPublic Relations and SponsorshipOut of Home Trade Shows
Agency Details
McEvoy and Associates
Full service integrated advertising and digital agency
High profile CPG clients with a variety of needs
Mindset that embraces emerging mediaHistory of success despite unprecedented
recessionary headwinds
Mission Statement
The mission of McEvoy and Associates is to provide results-oriented advertising, public relations, and
marketing designed to meet our client's objectives by providing strong marketing concepts and excelling at
customer service.
We seek to become a marketing partner with our clients.
We desire to measure success for our clients through awareness, increased sales, or other criteria mutually
agreed upon between the agency and the clients.
We are committed to maintaining a rewarding environment in which we can accomplish our mission
Portfolio Snapshot
Compensation
Fee-based for first year Incentive based system starting the second year
Year 1: Totino’s will be billed for compensation based on the precise number of employee hours worked on their behalf
In line with competition Over 68% of agencies use fee system
Year 2+: Fee plus incentive bonus contingent on: Market share Brand-recall metrics Agency-performance evaluation
Situation Assessment- Totino’s
History of Totino’s
Founded by Rose and Jim Totino
Acquired Jeno’s Pizza Rolls brand
Owned by General Mills- Sell 240 million pizzas
annually
1951 1975 1986 1993 Today
Product Line
Party Pizza Pizza Rolls Jeno’s Pizza
Personal Pizza Bite-sized Pizza Snacks
Premium Personal Pizza
12 varieties 12 varieties 4 varieties
Differentiation
Cost
Competitor Differentiation
Cost - $2.39 for 9 count, $1.06 per serving
Cook time – 2-3 minutes (microwave)
Cost - $2.29 for 15 count, $.92 per serving
Cook time – 60 seconds (microwave)
Totino’s Pizza Rolls are cheaper, and more convenient.
Market Snapshot
27%
21%44%
8%
Brand Share as of Feb. 14 2013
General Mills (Totino's)
Heinz (TGIF, Bagel Bites)
Mixed Brands
Private Label
After strong growth post-recession, the frozen pizza category has recently been struggling
2006 2007 2008 2009 2010 2011$0
$500$1,000$1,500$2,000$2,500$3,000$3,500$4,000$4,500$5,000
$3,861$4,242 $4,399
$4,706 $4,662 $4,582
Frozen Pizza Sales
$ S
ale
s (m
illi
on
)
Category is projected to
decline by -0.6% a year from 2012-
2016
Growth during recession
Frozen snacks, though a much smaller segment than pizza, has been growing, as consumers look for
convenience offerings
2007200820092010201120122013 (fore
)
2014 (fore
)
2015 (fore
)
2016 (fore
)
2017 (fore
)
$0
$500
$1,000
$1,500
$2,000
$2,500
$1,540$1,744
$1,861$1,959 $2,023 $2,094
Frozen Appetizers/Snack Rolls Sales
$ S
ale
s (m
illi
on
)
Pizza Rolls are in a Mature Stage of the Product lifecycle – Growth is 1.6% and there is increasing
market competition
Product and Pricing
$2.29 $9.19 $13.79
$4.79
Flavor and size varietyConvenient and easy to prepareAffordable, competitive pricingUnique product and taste
SWOT
Strengths• Convenient
• Recognizable brand
• Affordable• Expansive
flavor selection
Weaknesses• Minimal
nutritional value
• Niche appeal• Bad reputation
Opportunities
• Growing segment
• Re-sealable• On the go
snacking• Restaurants
Threats• Economic
recovery • Health
awareness• Private label
brands
Target Market
Totino’s target market is large, busy families
Families with Children
4-5 Members of Household
Parents aged 25-44
Average Income and Education
Employed Full Time
Skew towards Hispanic Families
Totino’s consumers are more likely to live in rural areas of the Southeast and Texas
Market Segmentation
Totino’s currently appeals to 2 distinct consumer segments with different needs: kids and moms
“I want something that keeps my kids happy, and fits into our busy
day.”
“Totino’s tastes great, and I love that I can make them
myself.”
The Totino’s Consumer is busy, and is looking for products that help her manage her day
Creative Brief
Objective Target
Re-energize the Totino’s brand among moms
Increase market share among frozen snack sales
Make mom’s lives easier
Moms With families (2-3 kids) Ages 25-44 Working full time On-the-go Looking for
convenience and solutions to a busy life
Creative Brief: Moms
Tone Creative Strategy
FunUpbeatColorfulIn line with Totino’s
brandRelatablePortray Totino’s as a
time-saving ‘hero’ for busy Moms
Target is already aware of the brand Ad should serve a reminder
to them of the good things about Totino’s
Creatives should include: Mom Kids Packaging Product Catchy tagline
Creative Brief: Moms
Key Messages Media
Easy to make Only 60 seconds Kids can heat them up by
themselvesLoved by moms and kidsAlways have a box on
hand Last minute snack ideas Feed a hungry crowd of kids Be the “hero” by giving kids
what they want and keeping them happy and satiated
Magazines Targeted towards families and
parents TV
Programs that families would watch together
Digital/Social Promotions
Coupons Contests Engagement
Do not focus on Radio or Newspaper
Creative Brief: Moms
Timing Weaknesses to Avoid
Since we have a limited budget, we need to focus most advertising on select times of year: March/April Period to capture
school vacation time August/September during back
to school shopping season Digital should be spread
out over the entire year, with heavy up periods in March/April and August/September
Avoid mentions of: Calories/Nutrition
Information Direct comparisons to
competitors
Creative Brief: Moms
We developed multiple ad concepts to target Mom’s based on the Creative Brief
Show happy, quiet kids, eating Totino’sVO: ‘Luckily I keep Totino’s Pizza rolls on hand.
With 12 varieties, everyone has a favorite.’
Open on scenes of kids whining and refusing to eat their dinner
VO: ‘We’ve all been there, those nights when your kids decide they don’t
like anything you’ve made’
‘Picky Eaters Love Totino’s’
Show frazzled momVO: ‘Sometimes getting them to eat is a battle.’
Who is Tina Totino?
Totino’s Pizza Rolls mascot
Will be using in conjunction with the Totino’s brand
Looks like an average mom – but in superhero form
Representative of Totino’s saving the day and making kids happy
Cartoon image of an adult to appeal to both moms and kids
Media Planning and Advertising
Media Budget
We recommend a 2014 Media Budget of $28.5 Million, which will allow us to achieve our goal of re-vitalizing the Totino’s brand
TV Print Digital Sponsorship/Events
Out of Home
$15 MM $7.5 MM $5 MM $744,000 $208,000
2014 Media Plan Flighting Schedule
Jan Feb Mar
Apr May June July Aug
Sept
Oct Nov
Dec
TV
Digital/Social
Blogger Event
Coupons
Out Of Home (Billboards)
Feeding America Promotion
Trade Shows
NRA FMI
1Open on a living room scene of a Mother and 4 children, (the Mom’s 2 kids plus 2 friends from school) the children are running around and playing loudly, blowing off steam.
2The kids take a break from playing and realize that they are hungry, they’re ready for their after-school snack.VO kid: ‘Mom, we’re hungry!’
3Cut to a shot of Mom, she stressed as she realizes that she doesn’t have any food in the houseVO Mom: ‘I didn’t have time to go to the grocery store after work.’
4In swoops Tina Totino! She opens the freezer and reminds Mom of the Pizza Rolls that she keeps on hand.VO Tina: ‘Don’t worry mom, Totino’s to the rescue!’
5We see the kids sitting quietly, happily enjoying their pizza rolls with big smiles on their facesVO announcer: ‘Totino’s saves the day again’
6Show shot of Mom smiling happily, giving Tina a high fiveVO announcer: ‘Be sure to always keep pizza rolls on hand, for when you need a Supermom moment’
TV Advertising – Network Selection
% of Target Watching
Index of Target Budget
Reach Networks
Nickelodeon 21.83% 160 $2.5 Million
The Disney Channel 28.07% 153 $2.5 Million
Cartoon Network 19.48% 150 $2 Million
MTV (Music Television) 21.43% 125 $1.5 Million
ABC Family 29.05% 123 $1.5 Million
Frequency Networks
TeenNick 3.70% 185 $1.25 Million
Disney XD 9.15% 176 $1 Million
Galavision 5.76% 165 $1 Million
PBS KIDS Sprout 4.52% 151 $750k
Nick at Nite 11.12% 151 $1 Million
$15 Million
Final Ad
Print Advertising – Magazine Selection
% of Target
ReadingIndex of Target
Page Rate (4-Color)
#of Pages
Total Budget
National Geographic Kids 4.99% 192 $103,340 4 $413,360
FamilyFun 4.50% 181 $197,740 4 $790,960
American Baby 5.15% 180 $209,930 4 $839,720
Parents 11.80% 176 $188,740 4 $754,960
People en Espanol 4.70% 160 $79,100 4 $316,400
OK! 4.18% 137 $66,830 12 $801,960
In Touch Weekly 4.59% 131 $76,480 12 $917,760
Soap Opera Digest 2.28% 121 $9,700 12 $116,400
Every Day with Rachael Ray
3.76% 124 $155,000 4 $620,000
People 21.60% 109 $324,400 6 $1,946,400
$7.5 Million
Online Advertising – Website Selection
% of Target
VisitingIndex of Target
Total Budget
Spanish Language: Univision.com 2.40% 170 $150,000
Entertainment: Disney.com 4.48% 170 $200,000
Spanish Language: Yahoo! en Español 1.10% 157 $100,000 Socialize/Network/Photos/Vids: Photobucket
3.31% 126 $100,000
Socialize/Network/Photos/Vids: Facebook
42.06% 116 $1 Million
Email: Yahoo! Mail 34.29% 115 $750,000
Shopping: eBay.com 19.28% 114 $500,000 Information/Reference: Yellowpages.com
12.67% 114 $400,000
Socialize/Network/Photos/Vids: YouTube
35.21% 113 $850,000
Email: Windows Live Hotmail 12.80% 111 $200,000
Entertainment: iTunes.com 13.54% 109 $200,000
Weather: Weather.com 25.56% 105 $300,000
Travel/Maps: MapQuest.com 21.42% 105 $250,000
$5 Million
Public Relations and Sponsorship
2014 Sponsorship of Feeding America
For every purchase of Totino’s Pizza
Rolls, we will donate 1 meal to Feeding America
By sponsoring Feeding America, Totino’s can help give back to the community in a relevant, thoughtful
way.
Budget:$1 provides 8 meals
Recommend a $500,000 budget which will provide 4 million meals
Promote Feeding America Partnership to the Media to generate positive publicity
Example Press Release:
“Totino’s is proud to announce a new sponsorship with Feeding America. Totino’s will donate 1 meal for each box of Pizza Rolls purchased, providing 8 million meals to needy families. ‘This is an incredible opportunity to give back and support our local community’ says Brand Manager Dan Johnson. Totino’s Pizza Rolls come in 12 flavors, and can be found in your grocer’s freezer section.”
Target Top ‘Mom Bloggers’ who may be willing to write about Totino’s
Host an event in Dallas, TX for 100 ‘Mom
bloggers’ to generate positive PR and blog posts about Totino’s
Send bloggers product samples and educate them on how Totino’s
can help save them time
‘Mom Blogger’ Event in Dallas, TX
Totino’s Blogger Event – Sample Itinerary
Day 1
5pm – 7pm Guests Arrive, check into hotel
8pm – 11pm
Meet and Greet
Day 2
9am Breakfast
10am-12pm
Panel Discussion about kids and Nutrition
12pm-2pm Cooking Demonstration and Lunch
2pm-3pm Break
3pm-5pm Keynote Speaker
6pm-9pm Dinner
Costs to Host Event (based on 100 guests)
Transportation ($300 per person)
$30,000
Hotel ($250 per room)
$25,000
Speaker Fees $45,000
Giveaways and Prizes
$15,000
Agency Fee $35,000
Venue Rental $50,000
Total $200,000
Out of Home Advertising
Billboards
Totino’s Pizza Rolls: Ready in 60
Seconds.
What’s Your Superpower?
Facebook.com/Totinos
Billboards
Super Only Takes a Minute
Facebook.com/Totinos
Billboards Budget
40 billboards in Baton Rouge Metro Area
Population: 400,000
100 daily GRPs: 40 billboards
Average cost for 100 daily GRPs:
$578
Monthly cost: $23,100
4-month cost: $92,400
50 billboards in Houston,TX commuted highways
Population: 1,000,000
100 daily GRPs: 50 billboards
Average cost for 100 daily GRPs:
$578
Monthly cost: $28,900
4-month cost: $115,600
Promotional Activity
Promotion Recommendation
Continue with aggressive promotional spendBudget: $20 MM
$7 MM Smart source coupon insert (vary size depending on budget and timing) National distribution every 8 weeks (6x/year)
February, April, June, August, September, November $10 MM Retail value
Free boxes Discounts on multiples In-store discounts
$3 MM In-store display promotions Select cities in South with highest concentration of
customers
Facebook Postcard Promotion
“Get a coupon for a free box of Totino’s Pizza Rolls” Steps to obtain coupon:
“Like” Facebook page Provide mailing address and general information:
How often do you buy Totino’s Favorite flavor Number of kids under 18 in the household
Customer will receive coupon 6-8 weeks later Limited qty available: 25K
Specs: 3.5 x 3.5 100# Gloss Color 4/4 with bleed
Printing:$1,500
Postage:$6,500
Retail Value: $74,750
$82,750
Front Back
Facebook Postcard Promotion
Void if altered, copied, sold, purchased, transferred, exchanged or where prohibited or restricted by law. One coupon per purchase of specified product(s). Good only in USA, APOs & FPOs CONSUMER. No other coupon may be used with this coupon. Consumer pays any sales tax. RETAILER: General Mills reimburses you the face
value of this coupon plus .03 if submitted in compliance with our redemption policy. Copy available upon request. Cash value 1/100 cent. Send to GENERAL MILLS, PO
BOX 880688, EL PASO TX 88038 or an authorized clearing house.
MANUFACTURER’S COUPON | EXPIRES 4/15/2013
Get one
FREE box of
Totino’s Pizza Rolls
Up to $2.99
Need a Tina
Moment?
<<Mr. Sample A. Sample>><<Address Line 1>><<Address Line 2>><<City, State, Zip>>
Show Us Your Rolls Contest
Come up with the newest variety of Totino’s Pizza Rolls
Submit entries through Facebook If you “Share” your submission, you’ll automatically receive
$1 off #ShowUsYourRolls3 Flavors will be selected and tested for 1 month
Consumers to cast vote on Facebook Flavor with the most votes will win
Prize: $5,000 & one-year supply of Totino’s
40 ct. box every week
Additional Promotions via Social Media
Encourage moms to post pictures of their
Tina Totino’s moments
#IAmTinaTotinos
Encourage kids to post pictures of
themselves playing with their pizza rolls#HowDoYouTotino
In Store
Supermm to the rescue!
Super only takes a minute!
Trade Shows
The Food Retail ShowcaseJune 10 - 13, 2014Chicago, Illinois
NRA Show 3014May 17 - 20, 2014Chicago, Illinois
Trade Show Budget
Food Marking Institutte – Food Retail Showcase June 10-12
Transportation $2,000
Exhibit space –Lvl 1, $27.00/sq. ft for 150 sq. ft
$12,150
Additional costs $5,000
Total $19,150
National Restaurant Association – NRA Show
Transportation $2,000
Exhibit space –Lvl 1, $30.50.00/sq. ft for 150 sq. ft + $300.00 per corner
$17,325
Additional costs $5,000
Total $24,325
Total: $43,475
New Flavors
• Totino’s came out with 3 new flavors in 2013
• Meatball Marinara
• Cheesy Garlic• Chicken
Parmesan • Looking for more out of the box flavors that will appeal to kids• Stick with the fun aspect of Totino’s
Totino’s Pizza RollsA delightfully cheesy pizza-pocket that the whole family will loveFlavors: Cheese, Pepperoni, Sausage
Sponsored Menu Item at a National Chain Restaurant
Total 2014 Budget – Totino’s Pizza Rolls
Paid Media Promotion
TV $15 Million Coupons $7 Million
Print $7.5 Million Price Promotions $10 Million
Digital $5 Million In-Store Display $3 Million
Feeding America Sponsorship
$500,000 $20 Million
Trade Shows $43,475
Blogger Event $200,000
Billboards $208,000
$28.5 Million
Thank You!