Samantha Abrams
Kelly L. Ballester
Andrew Cortesi
Matthew Douglas
Caitlin Warfield
Table of Contents
I. Introduction
Executive Summary.......................................2
Overview……………….............................2
Agency Brand Strateg.…………………..3
II. Situation Analysis
Historical Context………………………4
Industry Analysis……...………………….5
Market Analysis…...……………………...5
Client SWOT…………….……………....6
Competitor Analysis………..……………7
III. Goals
Quantitative Benchmarks………..……….8
Time Frame………………….......………..8
IV. Budgeting
Amount/Disbursements……....…………..9
V. Strategy
Target Market………...…………………..10
Market Research…...……………………..11
Campaign Strategy.......……………………12
.
VI. Execution
Creative Objectives
Copy Objectives…………………….……13
Copy Strategy…………………………….14
Creative Testing…………………….……..20
Media Plan
Objectives……………………....…………21
Strategies………………………………….22
Choices……………………………………24
Scheduling and Buying……………………..27
Integrated Marketing Communications…....…29
VII. Evaluation
Criteria for Success-Measurement Methods…..31
Marketing Recommendations………….....…32
1
I. Introduction
Executive Summary and Overview
Executive Summary
Cheez-It Brand Snack Crackers have evolved greatly since their introduction in 1921.
Today, there are over twelve different varieties that families can choose from to satisfy their
snack cravings. Catalyst, Inc. strives to increase the purchase of Cheez-It by targeting adult
females aged 25 to 54. Additionally, we will utilize various ads to appeal to a younger market,
aged 13 to 17, in the hopes that they will influence grocery selection. Our ads will promote
the unparalleled taste and unique variety of Cheez-It and thus assist us in achieving our goals
to increase sales by 4%, increase brand position awareness, and become a top purchase
choice.
Overview
Over the course of eight months, Catalyst, Inc. surveyed over 130 households to compile
the data necessary to analyze the view of Cheez-Its in the consumer's mind. We then looked
over the advertising history of the brand and initiated an analysis of the cracker industry,
market, competitors, and our own strengths and weaknesses. Once the goals were set, the
creative team went to work and produced four different ads for four distinct media. These
advertisements and the media allocated for their use will be our tools in achieving the goals
initially established for the brand.
.
2
I. Introduction
Agency Brand Strategy
Catalyst, Inc.
“A stimulus for change.”
The effectiveness of Catalyst, Inc. advertising agency is all in the
name. Just like a chemical causes a reaction, our brand
strategies motivate consumers to take action when reached
with our ads. Our mission is to set your brand apart from the
crowd of competitors to achieve and go beyond all set goals.
Through a process rigorous pre-testing, market analysis, and ad
production, we will create a campaign that not only yields quick
results, but ensures the longevity of your brand in consumers'
minds.
.
3
II. Situation Analysis
Historical Context
Historical Context
1921 - Green & Green Company registers name “CheezIt” with the US Patent Office.
1929 - Acquired by The Sunshine Biscuit Company.
1996 - Keebler Company acquires Sunshine and is then
bought out by Kellogg in 2001.
2008 - New York’s Mayor Bloomberg was ironically
photographed munching on a bag of Cheez-Its after waging
a campaign against trans fats in the city.
Former Ad Plans
The “Get your own box,” campaign was launched in 2002. Celebrity endorsements and special promotions were the
cornerstones of this campaign.
In 2007 the boxes were changed to show a picture of a large wedge of cheese labeled "Actual Taste," while a Cheez-It is shown propping it up, labeled "Actual
Size." The new slogan is "The Big Cheese", with Jim Cummings as the spokesperson on the television commercials.
Also in 2007, TV Guide partnered with Cheez-It to drives sales with point of purchase displays and special user discounts. People who bought a copy of the
magazine received a coupon for a free box of Cheez-Its.
.
4
II. Situation Analysis
Industry and Market Analysis
Industry Analysis
According to BNET Cheez-It brand snack crackers “…have been an American favorite for
decades.” Cheez-It are baked and made with real cheese; their crunchy, cheddar taste make the
crackers very appealing. Lately though, it has been a tough sales environment for the cracker industry
because of the low-carb trend. Besides some of Cheez-It’s main competitors (Cheese Nips and Ritz
crackers), Cheez-It now has to compete more than ever with crackers that are believed to be
healthier such as Wheat Thins and Triscuits. Cheez-It has responded by adding new flavors (such as
Cheez-It Duoz) and better options (such as Cheez-It Reduced Fat) to try to appeal to their
customers’ varying tastes.
Market Analysis
Currently in the cheese cracker industry Cheez-Its rank highest when tested for top of mind
awareness. In a market that is increasingly conscious of healthy living, Cheez-its have responded by
producing a reduced fat variety. Kellogg as a company has also made a public commitment to create a
set of standards it dubs “Kellogg Global Nutrient Criteria." These criteria will apply to all the food it
sells worldwide, including Keebler snacks, Cheez-Its and food under the Morningstar Farms label. The
criteria restrict the number of calories per serving of a Kellogg's food to 200 calories or less, with
fewer than 2 grams of saturated fat, 12 grams of sugar and 230 milligrams of sodium. Food that does
not meet these conditions will be either reformulated or no longer marketed to children under 12.
.
5
II. Situation Analysis
Client SWOT
Strengths
Weaknesses
Flashy brand colors
Cheesy
Popular snack
Small pieces
Salty
Can eat them endlessly
Various flavors
Existed for a long time
Some low calorie
Opportunities
After taste
Various flavors
Makes fingers greasy and orange
Contains toxins
Not for dipping
Paired well with soda
Can be taken on the run
The small boxes offered
Cheez-it “family” of variations
Other snack food without after taste
Healthy-minded people
Clean freaks
Non-cheese lovers
Threats
.
6
II. Situation Analysis
Competitor Analysis
The main competitors in the cracker category are:
Ritz Crackers: Can twist and eat in a variety of ways; for people who like to play
with their food. Limited variety (peanut butter, cheese, s’mores, and american and
mozzarella cheese doubles)
Cheese Nips: On the go variety comes in handy container that fits in your cup
holder. Nabisco offers a 100 calorie pack variety in which the Cheese Nips are
thinner. However, the cheesy taste is often referred to as artificial.
Wheat Thins: Come in a 100 calorie pack variety. Seen as “healthier” than CheezIts. Does not smell good when opened, it does not resemble wheat.
Triscuits: Eleven varieties, exceedingly similar to wheat thins.
.
7
III. Goals
Quantitative Benchmarks and Time Frame
Quantitative Benchmarks
We have three goals for our campaign for Cheez-Its: to increase sales, to be a top
choice brand, and increase awareness about Cheez-It’s position. First, our
marketing goal is to increase sales by 4%. This will be achieved by making Cheez-It
a top choice brand; this is our second goal. According to results from a survey we
conducted, Cheez-It crackers are about the fourth customer choice for purchase
intent. We want to raise this purchase intent and make Cheez-It one of the top
two choices. Finally, we are looking to increase awareness about Cheez-Its—its real
cheese flavor—from 45% to 65%.
Time Frame
Due to the effectiveness of our advertisements during certain periods of the year
we will implement them over the course of eight months, January to August.
.
8
IV. Budgeting
Amount and Disbursements
Magazines
Internet
Billboard
Other
For this campaign Cheez-Its
has allotted $15 million to
produce and place the
advertisements included in
this plan. The graph to the
left represents how the
budget will be dispersed
among various media.
Cable
.
9
V. Strategy
Target Market
Name: SATISFIERS
•
This term represents the basic biological motivating factor that spurs the target
market to purchase the brand. Target consumers will purchase Cheez-Its to satisfy
their hunger between main meals or as a tasty addition to lunch. Although
consumers of all ages enjoy eating Cheez-It crackers, a smaller percentage
actually purchases the product. This percentage, the primary market, is made up of
mainly females ages 25 to 54.
•
An additional secondary market ranges from 13 to 18 year old males and
females. Therefore, demographically we will target middle-aged females with
children under the age of 18 with an income over $60,000. Although almost any
income can afford Cheez-It crackers, it would be more prudent to focus on those
who buy it regularly. Cheez-It crackers will also be nationally advertised and
position itself as the standard cheesy snack that all members of the family can
enjoy.
.
10
V. Strategy
Campaign Strategy
Market Research
Before we began brainstorming for the campaign, we surveyed over 130 people to gain insight
into our primary target market. The majority of the participants were women over 35. Many of the
women have children and are the primary grocery shoppers for their families. We asked the
participants to name the first five snack crackers that came to mind. While Cheez-Its were among
their answers, it typically was the fourth response. About 44% surveyed said they did currently buy
Cheez-Its for their household.
Reasons Not Preferred:
•
Fattening
•
Salty
•
Cannot put toppings on
Reasons Preferred:
•
Crunchy
•
Cheesy
•
Taste
Words Associated With Cheez-It Brand Snack Crackers:
•
Red
•
Orange
•
Cheesy
•
Tasty
•
Salty
Top of Mind Brands:
•
Nabisco Ritz Crackers
•
Nabisco Wheat Thins
•
Nabisco Triscuit
•
Cheez-It Brand Snack Crackers
•
Nabisco Premium Saltine Crackers Original
.
11
V. Strategy
Campaign Strategy
Cheez-It crackers' main brand asset is their great taste.
Therefore, the campaign strategy will utilize this asset by
positioning the brand as the easy cheesy choice for snackers
between or after meals. After compiling consumer's responses, we
find that people want to feel fulfilled after eating snack crackers,
and Cheez-Its do just that. Our use of the slogan "Redefining
Cheesy" will set Cheez-It crackers apart as fun and easy while still
reminding the consumer of the great taste. This, in turn, will
reinforce the consumer's desire to buy the brand for their
household and use for school lunches, snack-time, or family gettogethers. Our goal is to ensure that buyers feel satisfied after
eating Cheez-Its and return again and again to purchase the
product.
.
12
VI. Execution
Creative Objectives and Strategies
Copy Objectives
•
To appeal to a variety of audiences, particularly in our
target market of females 25-54 and our secondary
market of children 13-18.
•
•
To increase top of mind awareness.
•
To make use of more clever ads; making the viewer think
to understand the idea.
To associate the brand as the leader in the cheesy snack
industry.
.
13
VI. Execution
Creative Objectives and Strategies
Copy Strategy
We have created a series of three print ads that each target different personalities within the target market. Each makes use of the
word “cheesy” as a play-on-words; illustrating something that is “corny” and comparing it to the cheesy taste of a Cheez-It. The
slogan at the bottom of each ad reads the tag-line “redefining cheesy,” demonstrating that our definition of cheesy takes on a
physicality that is stronger than the use of a pun. Because the copy requires some thought and recognition of witticism, the brand
will stay in the readers mind. It is the “ah-ha!” moment that will give Cheez-It’s the new edge that we’re looking for.
Copy Strategy - Print Ads
•
“Say Cheese” compares Cheez-its with a small child saying “cheese.” The small child is innocent and sweet. Not only is she saying
“cheese,” but there is cheese on her face. The cute child appeals to anyone with a motherly instinct, but in the end the Cheez-its
are cheesier.
•
“80’s Fit” compares Cheez-its with the passé fitness guru, Richard Simmons. His work-outs and his personality are notoriously
tacky. We have paired this comparison with the Reduced fat Cheez-its. Any 25-52 woman who is watching her weight is familiar
with fitness icons, such as Simmons and will connect this idea with Reduced fat Cheez-its.
•
“Dynamic Duo” compares Cheez-it “Duoz” with an old fashioned picture of Batman & Robin. As this famous Duo has
transformed through the years, the photo is quite dated. Duoz Cheez-its boxes pair two cheese flavors in one, far more cheesy
than this historical dynamic duo!
.
14
Print Ads
15
VI. Execution
Creative Objectives and Strategies
Television Ads, Billboard, Internet
Television Ads
Our two television ads will be aired during Dancing with the Stars on ABC, and The Young and the Restless on
CBS to reach our primary market. In addition, we will place ads during abcKids programming and Are You
Smarter Than A 5th Grader? to reach our younger targets. Each placement strategically reaches both our
target and secondary markets. Each commercial is derived with our print ads; showing new ways to redefine
cheese.
Billboard
Our billboard advertisements will be featured for 60 days in four major cities: Los Angeles, New York,
Chicago, and Dallas. These placements will reach both our primary and secondary markets in prime
locations in order to make the most impact.
Internet
Banner ads will be placed on three specific websites (AllRecipes, WebMd, and MySpace) that have a “mouseover” feature to change from the “cheesy” figure to the “cheesier”: Cheez-Its. We chose to create ads similar
to those in print in efforts to keep the campaign consistent.
.
16
Billboard
Internet
Banner Ad
17
VI. Execution
Creative Objectives and Strategies
Television Ads Storyboards
“Grandma’s House”
•
The commercial begins with the text, “Think Grandma is cheesy?” It is written
out on Chhez-It red background, an unseen narrator with a booming voice also
reads the text. We see a shot of a little boy that just arrived at his grandmothers
house. She is pinching his cheeks and fawning all over him. It is apparent that the
little boy is not happy. The text appears (again over red background), “Cheez-Its
are Cheesier” featuring an actual Cheez-It on the screen. A hand reaches, picks up
the Cheez-It, we hear a crunch. New text appears, “Cheez-Its. Redefining Cheesy,”
with the logo.
.
18
VI. Execution
Creative Objectives and Strategies
Television Ads Storyboards
“Jane Fonda”
•
The commercial begins with the text, “Think Jane Fonda is cheesy?” It is
written out on Cheez-It red background, an unseen narrator with a
booming voice also reads the text. We see footage of an old Jane Fonda
workout tape, featuring classic lines like “Use those buns.” The text
appears (again over red background), “Cheez-Its Reduced Fat are
Cheesier” featuring an actual Cheez-It on the screen. A hand reaches,
picks up the Cheez-It, we hear a crunch. New text appears, “Cheez-Its.
Redefining Cheesy,” with the logo.
.
19
VI. Execution
Creative Testing
•
We created a small focus group consisting of seven women
(ages 30-51), three men (ages 32-49), and three young adults
(ages 14-17) for a total of 13 participants. We asked the group
several questions concerning our product and our
advertisements. The results were:
•
•
•
•
46.2% currently buy Cheez-It.
100% found our ads appealing.
92.3% were able to repeat our slogan upon request.
92.3% believe our ads will be effective with others in their age group.
.
20
VI. Execution
Media Plan - Media Objectives
Reach and target audience
According to the data received, the main consumers of Cheez-Its are women, aged 25 to 54. We want to keep this market loyal by targeting
and reminding them of the great taste of Cheez-Its. These women are wives, mothers, and many times the head of their households. They do
the majority, if not all, of the grocery shopping for their homes. Through Catalyst, Inc.'s taste-promoting advertisements in magazines, websites,
billboards, and television, this female market will feel secure in buying Cheez-Its for their households. They know their children, our secondary
target audience, will enjoy the taste of Cheez-Its as a snack at anytime because they will also be targeted with ads in different placements.
Message weight
Because Cheez-Its are already a household name, we have decided to advertise more heavily in magazines and television.
These media will have the most weight with our target female market because they read and watch television when most
relaxed, thus retaining more information. We have also chosen three websites that the markets will visit most often:
AllRecipes and WebMd for the primary female market and MySpace for the secondary younger market. We will place
billboard ads in four major cities because they have such high populations and many surrounding suburban demographics.
Geographic scope of the placement
Cheez-Its a nationally-renowned brand and can be purchased in every state and city. Because our target market is not centrally
located in one area, we will nationally place all ads to cover a wide range of households. We will utilize family-friendly and children
television programs on broadcast networks to reach our audience when they are most comfortable. In addition, our internet and
magazine ads will be placed in media that most serve our primary female market, such as AllRecipes, People Magazine, and Reader's
Digest. Finally, our billboard advertisements will focus on four major cities in order to reach their larger suburban and urban areas.
.
21
VI. Execution
Media Plan - Media Strategies
Reach and frequency
We hope to have an effective reach of 70% with an effective frequency of
four with both our target markets.
Continuity
We will be using a pulsing schedule for our ad campaign. We feel that
pulsing is the best approach for reaching both target markets and attaining
our goals. Our eight-month campaign has some form of media each
month. However, we focus heavily during the winter sport months
(Janurary and March). Our media plan is concentrated the most during
during the summer months (June-August). By focusing on these months
our target market will associate Cheez-Its with the summer and sport
party snacking.
.
22
VI. Execution
Media Plan - Media Strategies
Length/size of all advertisements
Television
Commercials will run between 15 and 30 seconds. They will air on the chosen programs and networks for 11 to 26 weeks.
Magazines
The ads will be featured in four different magazines. “Say Cheese” will run in Reader’s Digest and will be a full color page 4.75” x
6.75” ad. Next, “80s Fit” will be placed in People and will be a full color page 8” x 10” ad. Finally, “Dynamic Duo” will be featured in
both Marvel Comics and Nick Magazine. For Marvel the ad will be in “senior” comics and will be a full color page 6.88” x 10.44”
ad. Likewise, Nick will be a full color page 7.13” x 9.75” ad. All ads will have a bleed and run for four months.
Internet
This advertisement is a mouse-over flash banner 632 x 129 pixels. The ad will be featured on the sites: “All Recipes,” “MySpace,”
and “WebMd.” Each ad has a reach of 17 million with a frequency of four.
Billboards
Our advertisements will be placed in Chicago, New York City, Los Angeles, and Dallas for 60 days. The billboards will be the
standard size: 12’ x 24’.
.
23
VI. Execution
Media Plan - Media Choices
Media Justification
Billboards
By advertising on billboards in four highly populated cities, our campaign will reach many in our target markets.
Television
The TV programs we have selected will reach both our target markets effectively. Running ads on Dancing with the Stars and The
Young and the Restless seems ideal for our primary target market of women 25-54. Next, advertising after school on abcKids
programming will reach the many children who relax in front of the TV after a day at school. Finally, ads will run during the
family-friendly Are You Smarter than a 5th Grader? to successfully reach both target audiences.
Internet
We chose to advertise on the sites AllRecipes and WebMd because both sites receive high traffic from our primary target
market. Additionaly, we will use MySpace because it influences and is greatly used by our secondary target market.
Magazines
We chose to place advertisements with both People Magazine and Reader’s Digest to reach our primary market. Both these
magazines are largely purchased and read by women in our target market. To reach our secondary market, we plan to advertise
with Marvel Comics and Nick Magazine. These media reach a wide range of the secondary market and hit both “tweens” and
teens.
.
24
VI. Execution
Media Plan - Media Choices
Media Mix
Broadcast Network TV
Dancing with the Stars, Are You Smarter Than A Fifth Grader?
Internet
WebMd, AllRecipes, MySpace
National Magazines
People, Reader’s Digest, Nick Magazine
Out-of-Home: Billboards
Los Angeles, New York, Chicago, Dallas
.
25
VI. Execution
Media Plan - Media Choices
Competitive Media Assessment
•
Ritz
Ritz has positioned itself as a fun cracker that is perfect for toppings and recipes. Its interactive site is enjoyable for all ages
with games, surveys, recipes, and interesting facts. Teaming up with celebrity chef Rachel Ray also gave Ritz an edge and
strengthened the perception the cracker is a great ingredient for making tasty meals and snacks the whole family can enjoy.
Advertisements for the cracker are typically around the winter holidays for the big family meals.
•
Wheat Thins
Wheat Thin commercials and print ads particularly target women who are watching their weight. The brand has positioned
itself as a healthy snack choice that satisfies cravings without hurting one’s diet. Their Web site promotes expressing oneself.
•
Triscuit
Triscuits are perceived to be a healthy snack cracker you can easily place toppings on. The cracker promotes its heart healthy,
fiber benefits, and its 100 percent whole grain makeup. Little “traditional” media is conducted with Triscuits. Nabisco
promotes Triscuits usually with IMC strategies such as point of purchase displays.
•
Cheese Nips
Cheese Nips are very similar in look and nutritional value to Cheez-It. Their current commercial campaigns promote the
cracker’s cheesy taste. An older campaign from the early 2000s advertised that Cheese Nips were preferred in a national
taste test to Cheez-It with the slogan, “Cheese lovers choose.”
.
26
VI. Execution
Media Plan - Media Scheduling and Buying
Media Budget/Allocation Information
.
27
VI. Execution
Media Plan - Media Scheduling and Buying
Media Flow Chart
.
28
VI. Execution
Integrated Marketing Communications
We will facilitate publicity for Cheez-Its through event sponsorships and
sales promotions. We will sponsor Green Bay Packers’ games in Wisconsin
where we will distribute a Cheez-It hat in place of the typical “Cheese-head”
hat. Cheez-Its will also be supplying a variety of free snacks throughout the
game.
At these gaming events and other sponsored activities, will be the “Easy
Cheese Photo booth.” The Photo booth is like any other: you sit inside the
booth and take pictures that are printed on a long strip. The booth itself is red
and wrapped with the Cheez-It logo. It will also feature “3 Easy Cheesy Steps”
to become cheesy once inside. Within the booth will be the instructions for a
cheesy picture contest. Here, contestants can send in their picture strip that
will be featured on the company’s website. After all of the pictures are posted,
we will open the contest up for people to vote on which strip of pictures is
the cheesiest. Not only will this be an interactive activity for all of our
customers, but it will be a way for more people to visit the website.
Finally, we will create special floor stickers that will be placed in
supermarkets in the cracker aisle. The floor sticker will feature a pathway
made of Cheez-Its. As the customer walks closer to the cracker aisle, the text
will read, “Getting Cheesier.”
.
29
Cheesy
Photo Booth
30
VII. Evaluation
Criteria for Success-Measurement Methods
SALES GOAL
AWARENESS
45%
48%
52%
57%
61%
63%
Sales (In Millions)
65%
$129.7
$130
$128.9
$126.9
$125.7
$126.2
$125
JAN FEB MAR APR JUN JUL AUG
JAN FEB MAR APR JUN JUL AUG
4
RANK
2
. 1st Quarter
3
2
2nd Quarter 3rd Quarter 4th Quarter
31
VII. Evaluation
Market Recommendations
Placement
Cheez-its are available in numerous locations and are easily accessed by consumers however, we would like to make Cheez-its the next bar
snack bringing cheez-its into the homes of family's through the men that frequent the bars and their snacks.
Promotions
-Team up with the movie Mamma Mia! (A funny but knowingly cheesy movie musical set in Greece) and promote the beginning of the cheesy
cheesier ad campaign starting in the summer of 2008. This opportunity could be used to create a contest sending the winner on a paid
excursion to Greece.
-Give free sample packs of reduced fat cheez its in parks and museums, basically in places where children go with their parents to reach our
target market.
-Sponsor "readings in the park" where children's books are read aloud during the day by actors. free cheez it packs will be available at this
event. Be sure to highlight Kellogg's commitment to their "Kellogg Global Nutrient Criteria."
Product
Create a line of organic Cheez Its for the health conscious consumer. It was evident through our research that consumers were
concerned about the artificial origin of many ingredients present in the Cheez-It, by creating a line of organic products these vast
markets could be tapped into.
Price
The price of Cheez Its is currently in line with what our target markets are willing to pay for this Cheesy snack. We have no
suggestions in this category.
.
32