Integrated Marketing
Communication Campaign
for Frosties Reduced Sugar
Cereal
Rachel Quinn, April Brophy & Julieanne O’Connor
12/04/2013
IT Carlow
Dorothy Keane
Table of Contents
TABLE OF CONTENTS
2
THE PRODUCT
3
AUDIT
3
COMPETITION
4
REBRAND OF FROSTIES REDUCED SUGAR CEREAL
5
TARGET AUDIENCE
5
COMMUNICATION OBJECTIVES
7
THEME OF THE CAMPAIGN
7
PUBLIC RELATIONS
7
ADVERTISING
9
SPONSORSHIP
11
SALES PROMOTION
12
MEDIA PLAN
14
BUDGET
15
BIBLIOGRAPHY
16
2
The Product
Frosties is a breakfast cereal that is sugar
coated corn flakes with a crunchy taste. It was
introduced to the market in 1952 by the
Kellogg's company. It has been targeted at kids
since it was launched as a tasty snack or as a
breakfast option.
Frosties is famous for its mascot known as
'Tony the Tiger'. Tony was created by an ad
agency in 1952 for Kellogg’s following a
competition to develop a mascot for the cereal.
Tony has been the centre of all Frosties
advertisements since 1952.
Frosties Cereal can be purchased in cardboard
boxes that contain 500 grams or 750grams of
the cereal. Frosties can range from €3.15 to
€4.00 depending on the size of the box.
Audit
According to market analysts Nielsen, volume sales of Frosties plummeted 18.3 per cent with
value sales down 6.6 per cent to £29 million in the United Kingdom last year. (Collis, 2013)
It is believed that Ofcom's 2007 ban on advertising high fat, salt and sugar food and drink on
children's television in the United Kingdom was a big blow for Frosties. This ban is due to hit
Ireland in July 2013. (Sayid, 2013)
At the moment Frosties is perceived as an unhealthy sugar filled breakfast cereal aimed at
kids. There has in the last 5 years been a massive shift in consumers buying patterns.
Consumers want healthy options and more fresh food.
Kellogg’s have admitted they have not invested anything on advertising for the brand
Frosties since 2010 when it spent £1.1million that year on Marketing. In a recent press
3
release Kellogg’s said they plan to focus on the cereals such as All Bran and Special K as
they can see the shift in the consumers buying towards more healthy cereals.
A reduction in sales may also be because they have not advertised Frosties in the last two
years. Frosties used to be one of the bestselling cereals around in the 1980’s, and even though
it was targeted at children research showed that half of the people that eat Frosties were men
in their 20’s. It was not just enjoyed as a breakfast cereal it was also enjoyed as a snack.
Kellogg’s launched a reduced sugar version of Frosties a few years ago but it was
discontinued. They plan to launch a new reduced sugar version again and we are going to do
an Integrated Marketing Campaign around for the re-launch.
Competition
Currently Frosties competition would include healthier cereals such as Coco Pops and
Cheerio’s. Both these cereals are also aimed at kids but are perceived as healthy options for
kids to consume at breakfast time by consumers. It is interesting that Coco Pops is a
chocolate coated cereal but is still considered more nutritious than Frosties. Cheerio’s are
great at advertising their message in their advertisements they make it very clear of the
nutritious value of whole grain and how it helps children’s develop.
Cheerio’s €3.49
4
Coco Pops €3.99
Rebrand of Frosties reduced sugar cereal
We plan to bring out a reduced sugar version of Frosties but it will still have the same great
taste. Frosties is actually a great source of vitamin D and fibre so we plan to make consumers
more aware of this information.
We plan to keep the packaging similar to its original packaging but with a few changes. We
will use lighter blues and emphasise on the reduced sugar content. It will be evident on the
packaging of the nutritional value of Frosties. The Kellogg’s logo will still be evident on the
packaging as consumer’s trust Kellogg’s as a leading cereal company.
The main objection of the rebrand of Frosties is make consumers aware of the less sugar
content. We also want consumers to be able to enjoy Frosties as breakfast cereal and a snack.
Tony the Tiger with his slogan ‘They’re Grrrreat’ has been a very big part of the Frosties
brand the last 60 years. The main focus of all marketing used in this campaign will be anyone
can be a tiger. Frosties marketing was always fun and creative and brought a smile to
people’s faces we want to continue this in our campaign for reduced sugar Frosties. It is
important in our new marketing strategy with Frosties to remember that the target markets
trends have changed since they last advertised the brand. We want Frosties to be relevant to
today’s society and stay in the marketplace.
We want this campaign to distinguish the current image of Frosties being unhealthy to an
image that is okay to have for breakfast and a snack.
Target Audience
Frosties is primarily targeted at children aged 5-15 to consume at breakfast time. This age
category is not purchasing the goods they are dependent on their parents/guardians to provide
them with food. Therefore it is the mothers who would be Frosties target buyers. It is the
mothers that are concerned about their children’s health and choose what foods they want
their children to consumer.
Research from Metro interesting showed that half of Frosties buyers are men in their 20’s
who consume Frosties as a snack.
The Following personas are based on Frosties two main buyers:
5
Michael Ryan
‘I like food quick, tasty and on
the go’
Personal Profile
Behaviour
Michael is a 25-year old single male from Limerick. Michael works Michael does not mind cooking but his time is usually limited so he
a fulltime mechanic in his local garage.
prefers to cook meals that are easy to prepare and cooks fast. He
Michael lives with two of his friends in an apartment in Limerick
usually has pasta or pizza for his dinner.
city. Michael enjoys going out and enjoying himself with his
Health does not play a massive part in what Michael chooses to eat.
friends and does not have any major responsibilities at this moment If Michael likes the taste of food he will eat it.
in his life.
In the mornings Michael would have cereals for breakfast as they
are fast and filling.
Values
If Michael feels like a snack he will have one this may be after he
Michael is very loyal to all his friends and friendships are very
has played 5 a side soccer with his friends.
important to him. Michael does like to go home to his parents on
Sundays for Sunday dinner and to catch up with them.
Lucy Walsh
‘I believe in everything in
moderation’
Personal Profile
Behaviour
Lucy is a married 34 year old mother of two.
They eat breakfast and dinner as a family at the table every day.
Lucy has a girl aged 9 and a boy aged 7 that are both in full time
Lucy is concerned about what is healthy and what is not for her
primary education.
family.
Lucy and her family live in a three bedroom semi detached house Lucy wants her children to grow strong and live long happy
in Dundrum Co. Dublin.
healthy lives and she tries her best to make sure her children are
Lucy currently works as a receptionist three days a week and her having all the nutrients they need in the food she gives them.
husband John works full time in Dublin City Centre.
Although, Lucy wants them to be healthy she knows they are
children and she does not deprive them of anything.
Values
Lucy will give her children treats on weekends and if they do
Lucy loves her family and they are the centre of every decision
good in school.
she makes.
6
Communication Objectives

To raise awareness of the reduced sugar content in the new Frosties

To change the consumers attitude towards Frosties as a brand

To persuade consumers that Frosties can be enjoyed as a healthy breakfast cereal or
snack option

To Reinstate Frosties and Tony the tiger the brand as fun and make the consumer
smile
Theme of the Campaign
It is important to keep Tony the Tiger as the mascot of Frosties and keep him still involved as
it is what Frosties have built their image on over the last 60 years. If we were to change this it
might suggest to the customer that the taste will be different also but we want to make sure
they realise that the taste is still the same.
We want new Frosties to reach our target market. We want to inspire people that anyone can
by a tiger. To help change the image of Frosties as unhealthy we will have activities involved
in some of the campaigns and sponsor children’s summer camps.
Our target market is children, their parents/guardians and males in their twenty’s. We are still
going to show images of many different people and animals that want to be a tiger.
Public Relations
A press release will be printed in early May 2013 in three national newspapers. It will state
about the new sugar reduced Frosties. The press release will also include when the new
Frosties will be launched and where. It will also include a quote from Kellogg’s chief
executive. A press release will immediately reach the public through the media and kick-start
the hype for the new Frosties.
The Press Release will be as follows:
7
Press Release
11/05/2013
Immediate release
Contact: Nathan Murphy
Phone:01-8830-672
E-mail: info.europe@kellogg.com
‘THEY’RE STILL GRRREAT’
Kellogg’s have created a new reduced sugar version of Frosties the breakfast cereal. The new
cereal is about to be launched in Ireland and the UK in the coming weeks. Kellogg’s are
aiming to have a third less sugar in the cereal but it will still have the same great taste as
Frosties original. The new Frosties will be available in all major shopping retail outlets from
early June and prices start from €3.15.
This new Formula was sparked by recent anti-obesity campaigns across the UK and Ireland.
Currently Frosties have a high level of sugar with 37% sugar content and has been perceived
as an unhealthy breakfast option by the public. Kellogg’s have not invested in advertising
Frosties since 2010. Kellogg’s chief executive quoted ‘The last few years we have focused
more on other cereals such as Special K and All bran because we have seen a shift in the
consumers buying patterns. But Frosties were part of the foundation of the Kellogg’s
company and have been loved by generations over the last 60 years and by offering a reduced
sugar version but with the same great taste we are meeting the demand of consumers today.
Frosties famous mascot Tony the Tiger is still set to be part of the new Frosties marketing
campaign and Tony is expected to put a smile on everyone’s face like it did in the past.
END
8
Advertising
Outdoor Advertising
#IamaTiger
Anyone can be a Tiger!
www.Kellogg’s.com/Frosties
#IamaTiger
9
Outdoor advertising is a very effective way at reaching consumers as it uses outdoor locations
to advertise. We can target our audience while they are in-transit although this does have a
downfall the exposure time is usually around 6-8seconds. We plan to use Dublin buses,
regional buses and billboards around the country as our forms of outdoor advertising. As
sometimes the audience may be disengaged from outdoor advertising we decided to use
bright colours to catch their eyes and humour in some of them.
Online Marketing
The internet is the fastest growing medium and can precisely target our customers. We have
created a viral video with a young man dressed as Tony the Tiger doing exercise and having
fun. Eye of the tiger is the music played in the background and it has the fun factor to it. At
the end of the video we have our website address and a Twitter following hash tag. To make
the video go viral we will need to get a tastemaker to share the video and that’s what causes
videos to go viral.
Twitter is becoming a bigger and bigger part of today’s society. We plan to have a Tony the
Tiger Twitter page that will have all information about being healthy and fun exercises to do
for children. The Twitter page will re-tweet images sent in my customers who use the hash
tag #IamaTiger. This will allow more interaction with the consumers and still be fun. Below
is an example of the Twitter page:
#IamaTiger
Reduced Sugar
10
A Facebook page could also be set up but at this moment in time Facebook has started to lose
its popularity and it has become much clustered with advertising. It can be considered in the
future though.
Instagram is currently on the rise in social media. It is planned that users can use the hash tag
‘IamaTiger’ and this will show up on the Tony the Tiger Instagram.
Sponsorship
Summer Camps
Kellogg’s have teamed up with the GAA to run kids Cúl Camps during the summer. The
camps encourage children to be active throughout the summer. These camps are run in
local GAA clubs and help children to improve on their GAA skills. The summer camps also
allow for children to interact
with each other and also in
groups.
Kellogg’s promote these
summer camps on the lead up
to the summer on breakfast
cereals, along with the GAA at
matches and events and also
in schools running different
activities with school children
to encourage them to attend
the camps.
Proud sponsors of the
GAA Cúl Camps
Coming to your local GAA club
This summer
11
For more information visit
www.kelloggsculcamps.gaa.ie
Sales Promotion
Taste Comparisons
At the start of the campaign we are going to be in all major supermarkets
around Ireland. We will have a stand in each supermarket to allow
?
customers to try the taste tester. These stands will have the original
?
Frosties from before the changes have been made and then the improved
reduced sugar Frosties. This will allow consumers to blind taste both
cereals and see can they taste any difference with the new reduced sugar Frosties.
In-store promotions
There will be a number of different promotions that we will
run throughout all stores in Ireland. Firstly there will be end
of aisle display. This will be a complete end of aisle shelving
giving specifically to Frosties reduced sugar. The displays
will also contain signage from Kellogg’s to highlight these
displays. These displays will be in larger supermarkets that
have the space for this promotion. In smaller stores we aim to
have Frosties reduced sugar at eye level shelving for
customers as this is the most effective display area.
Another promotion which we will run during the campaign is a special
offer for customers. The special offer will run for the first month of the
re-launch campaign in all stores nationwide. We will offer all customer
33% extra free with the 500g boxes of Frosties.
The final promotion we will run will be aimed at children. Our promotion
will be to collect a certain amount of tokens that will be available with selected boxes of
cereals. When these tokens are collected you send
away to the company and you will receive a free
Tony the Tiger teddy back.
12
Extra examples that can be used anywhere as part of the ‘Anyone can be a Tiger’ campaign
would include:
Anyone can be a Tiger!
#IamaTiger
#IamaTiger
13
Media Plan
Product: Frosties Cereal
Plan No:
Month
W/C Mon
6
13
May
20
27
3
10
June
17
1
24
1
8
Date:
July
15
22
29
5
August
12
19
Press
Daily Star
Sunday world
Evening Herald
½ Page Colour
½ Page Colour
½ Page Colour
P
R
Advertising
Mums and Tots
Checkout Magazine
Ireland4kids
Childcare.ie Magazine
Pregnancy and Parenting
½ Page Colour
½ Page Colour
½ Page Colour
½ Page Colour
½ Page Colour
Social media
Twitter
Instagram
Online
Disneychannel.com
Nick.com
PBSKids.com
NickJr.com
CartoonNetwork.com
YahooKids.com
PopTropica.com
Outdoor
Bravo outdoor / JCDecaux Luas
Bravo outdoor / JCDecaux Luas
CBS Outdoor Ireland
Television
RTE 1 Big Big Movie
RTE 1 Eurovision Final 30 sec slot
Cinema
Jumbo Package
Sponsorship
Kids Summer Camps
14
Subject to change
08/04/2013
26
2
9
September
16
23
30
7
14
October
21
28
Budget
Product: Frosties Cereal
Type Of Advertising
Press
Sunday World
Daily Star
Evening Herald
Advertising
Checkout Magazine
Ireland4kids
Childcare.ie Magazine
Pregnancy and Parenting
Mums and Tots
Social Media
Twitter
Online
Disneychannel.com
Nick.com
PBSKids.com
NickJr.com
CartoonNetwork.com
YahooKids.com
PopTropica.com
Outdoor
Bravo outdoor / JCDecaux Luas
Bravo outdoor / JCDecaux Luas
CBS Outdoor Ireland
Television
RTE 1
RTE 1
Cinema
Jumbo Package
Sponsorship
Summer Camps
Total
15
Budget No:
Size / Info
½ Page Colour once a week
½ Page Colour three times a week
½ Page Colour twice a week
½ Page Colour
½ Page Colour
½ Page Colour
½ Page Colour
½ Page Colour
Buying Verification for 3 months
Pay to click Expected clicks 150 per day (90 Days)
Pay to click Expected clicks 250 per day (90 Days)
Pay to click Expected clicks 250 per day (90 Days)
Pay to click Expected clicks 300 per day (90 Days)
Pay to click Expected clicks 300 per day (90 Days)
Pay to click Expected clicks 300 per day (90 Days)
Pay to click Expected clicks 200 per day (90 Days)
Luas – Strapline- Heavy (162 Panels)
Regional Bus 500 Dublin Bus , 200 Regional Buses, 14 Arrow, 144
Dart
National Route 14 weeks 48 Sheet Billboard
1
Date:
Cost
€
13,700
10,165
6,190
€
1,800
1,500
6,500
1,250
1,000
€
11,466
€
2.5 per click
2.5 per click
2.5 per click
2.5 per click
2.5 per click
2.5 per click
2.5 per click
€
7,290
14,300
Total
*16
*24
*16
€
*6
*6
*5
*6
*6
150
250
250
300
300
300
200
08/04/2013
Gross Total
Net Total (Inc. Discounts )
€
219,200
243,960
99,040
€
10,800
9,000
32,500
7,500
6,000
€
11,466
€
33,750
56,250
56,250
67,500
67,500
67,500
45,000
€
7,290
14,300
€
(40% Discount) 131,520
(40% Discount) 146,376
(40% Discount) 59,420
€
10,800
9,000
32,500
7,500
6,000
€
11,466
€
33,750
56,250
56,250
67,500
67,500
67,500
45,000
€
7,290
14,300
10,033
€
22,400
10,500
10,033
€
22,400
10,500
Big Big Movie 30 Sec Slot
Eurovision Final 30 sec slot
10,033
€
5,600
10,500
6 weeks all cinema screen
80,960
80,960
80,960
All over summer
1,500,000
1,500,000
1,500,000
€2,453,815
*4
Bibliography
http://blog.tweetsmarter.com/twitter-ads/how-do-you-get-a-verified-twitter-account/
http://www.bai.ie/?p=2792
http://www.comcastspotlight.com/how-advertise/competitive-media-facts
http://www.dailymail.co.uk/news/article-2268998/Goodbye-Tony-Tiger-Huge-fall-salesKelloggs-Frosties-anti-obesity-drive-kicks-in.html
http://www.duncangrehan.com/advertising-sales-promotion-law/bci-childrensadvertising-code/
http://www.kelloggsculcamps.gaa.ie/sponsors/
http://www.medialive2.com/other-media/other-media-i-z/
http://www.mirror.co.uk/news/uk-news/frosties-sales-fall-after-advertising-1559881
http://www.rte.ie/mediasales/television/costs-published.html