Advertising Campaign Proposal Presented to
Frito-Lay Inc. April 10, 2001
As Prepared By:
Michelle Despins
Audrey Hanna
Adrienne Mattia
Kerry Milton
Trina Sharp
Marketing 432: Section B2
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Table of Contents
EXECUTIVE SUMMARY .........................................................................................................................................4
SITUATION ANALYSIS............................................................................................................................................5
The History of Frito-Lay Inc................................................................................................................................... 5
The Snack Food Industry: ...................................................................................................................................... 5
Trends in the Snack Food Industry: .......................................................................................................................6
Industry Challenges:............................................................................................................................................... 6
The Competition: ...................................................................................................................................................... 7
The Snack Food Consumer: .................................................................................................................................... 7
Demographics:...........................................................................................................................................................8
SWOT Analysis.......................................................................................................................................................9
OBJECTIVES..............................................................................................................................................................9
STRATEGY ...............................................................................................................................................................10
Repetition ................................................................................................................................................................10
Sex Appeal...............................................................................................................................................................10
Promotions ..............................................................................................................................................................10
BUDGET ....................................................................................................................................................................11
Budget Allocation...................................................................................................................................................11
Point of Purchase Displays ..................................................................................................................................12
Magazine Advertising ...........................................................................................................................................12
Television Advertising ..........................................................................................................................................12
MEDIA EXECUTION ..............................................................................................................................................13
Television: .............................................................................................................................................................. 13
Third Watch..........................................................................................................................................................14
Ally McBeal ..........................................................................................................................................................14
ER ........................................................................................................................................................................15
Once and Again ...................................................................................................................................................15
CBC National .......................................................................................................................................................15
Magazines: ............................................................................................................................................................ 16
Canadian Living ...................................................................................................................................................16
Maxim ..................................................................................................................................................................16
Television & Magazine: CPM, Reach, Frequency, and GRP .............................................................................. 16
Point of Purchase Displays:................................................................................................................................... 16
CREATIVE EXECUTION .......................................................................................................................................17
Packaging.............................................................................................................................................................. 17
Television ................................................................................................................................................................19
Magazines ............................................................................................................................................................. 20
Point of Purchase Display ..................................................................................................................................... 21
EVALUATION ..........................................................................................................................................................22
APPENDIX 1: ............................................................................................................................................................23
SWOT Analysis.................................................................................................................................................... 23
Strengths:.............................................................................................................................................................23
Weaknesses:........................................................................................................................................................23
Opportunities:.......................................................................................................................................................24
Threats: ................................................................................................................................................................24
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APPENDIX 2: ............................................................................................................................................................25
Competitive Analysis ............................................................................................................................................ 25
APPENDIX 3: ............................................................................................................................................................26
APPENDIX 4: ............................................................................................................................................................27
APPENDIX 5: CPM, REACH, FREQUENCY AND GRP...................................................................................28
Television ............................................................................................................................................................... 28
Magazines ............................................................................................................................................................. 30
Summarizing Chart: ............................................................................................................................................ 31
APPENDIX 6: ............................................................................................................................................................32
APPENDIX 7: ............................................................................................................................................................32
APPENDIX 8: ............................................................................................................................................................32
APPENDIX 9: ............................................................................................................................................................33
APPENDIX 10: ..........................................................................................................................................................33
EXHIBIT’S 1 & 2 ......................................................................................................................................................34
EXHIBIT 3: APPLES ..............................................................................................................................................34
EXHIBIT 4: CHEDDAR CHEESE.........................................................................................................................35
EXHIBIT 5: HERBS ................................................................................................................................................35
EXHIBIT 6: GARLIC..............................................................................................................................................36
EXHIBIT 7: POTATO CHIPS................................................................................................................................36
EXHIBIT 8: FIREPLACES.....................................................................................................................................37
EXHIBIT 9: FAMILY OF OLD DUTCH ..............................................................................................................38
EXHIBIT 10:..............................................................................................................................................................39
EXHIBIT 11:..............................................................................................................................................................40
EXHIBIT 12A:...........................................................................................................................................................41
EXHIBIT 13 ...............................................................................................................................................................41
EXHIBIT 14:..............................................................................................................................................................41
REFERENCES...........................................................................................................................................................42
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Executive Summary
The purpose of this communication plan is to determine how Bistro Gourmet Chips will break into
the snack food market.
Bistro Gourmet Chips will be produced by Frito-Lay Inc., which has had
considerable success with several of its other products in the snack food industry. The snack food
market in characterized by easy entry and can be highly rewarding. However, it is highly competitive,
therefore, Bistro Gourmet Chips must make strategic moves in order to obtain the objectives it is striving
for.
Bistro Gourmet Chips will aim toward two short run objectives in the short run. These include
awareness of the brand and stimulating trial. In the long run, Bistro Gourmet Chips hopes to achieve
brand loyalty, however, this might prove challenging as the snack food industry is characterized by low
brand loyalty.
The budget, which has been set a $4 million, will allow Bistro Gourmet Chips to utilize several
different media vehicles in order to obtain the objectives of awareness and trial.
Television and
magazines, along with point-of-purchase displays and promotions, will be used extensively to describe
the brands identity to the target audience. With the use of the tag line “Succumb to the Sensation”, it is
hoped the audience will be captivated and want to try the new brand of chips. Depending on the media
vehicle, the strategies involved include repetition, sex appeal and promotions.
It is through these
strategies that Bistro Gourmet Chips will achieve the objectives of awareness and trial. The duration of
the advertising campaign is six months, beginning in November. The effectiveness of the campaign will
be evaluated using tracking studies to determine if the objectives of awareness and trial had been
achieved.
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Situation Analysis
The History of Frito-Lay Inc.
Frito-lay Inc. is the largest potato chip and snack food manufacturer in North America, with sales
of $5.865 billion in 1999. The company manufactures seven of North America’s top twenty selling potato
chip brands in the United States and is one of the three largest chip manufacturers in Canada.
Frito-Lay Inc.’s strength today is a result of a long history in the snack food industry.
The
company’s roots date back to the 1923 inception of the Frito Company and the founding of H.W. Lay &
Company in 1938. Both innovative companies were market leaders in the snack food industry, producing
such well-known brands as Lay’s potato chips in 1942, Fritos corn chips in 1945 and Chee.Tos cheese
snacks in 1948. The companies’ 1961 merger was simply a natural progression in their expansion. In
1965 PepsiCo Inc. merged with Frito-Lay Inc., forming what is now one of the most powerful snack food
and beverage manufacturers in the world.
The Snack Food Industry:
In North America, changes to daily life such as dual income families, long workdays and highpressure jobs have lead to significant market opportunity in the snack food industry. According to AgriFood Canada, 2001, the snack food industry consists of the manufacturing of salty snacks such as potato
chips, tortilla chips, pretzels, and popcorn. Corn and cheese snacks are also included in the category
(Agri-Food Canada, 2001).
The snack food industry has seen dramatic growth in the 1990s, a trend that is expected to
continue in the new millennium. In 1999, Americans spent $19.38 billion dollars on these products
(Snack Food Association, 1999). Snacking grew 88% between 1988 and 2000. In Canada, the 1996 per
capita consumption of snacks was 1.82 kg, up from 1.36 kg in 1982 (Agri-Food Canada, 2001).
The snack food industry in Canada is big business employing 2.6% of working people in the 1997
food and beverage sector, while 1.7% of food and beverage shipments where for snack food. Of the total
$947.90 billion in snack food shipments that year, potato chips made up just over half (Agri-Food Canada,
2001).
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International opportunities for the Canadian industry have also expanded with snack exports
rising by 309% between 1988 and 1999. The majority of Canadian snack exports travel to the United
States (Agri-Food Canada, 2001). Trends in the industry are expected to increase this number.
Trends in the Snack Food Industry:
Several strong consumer trends have marked the snack food industry in the 1990s and the new
millennium. A growing awareness in healthy living has led to the production of several low or non-fat
snack food alternatives. These products sell to a niche market made up of 10% of the snack consuming
population. Chips made from root vegetables such as sweet potatoes and beets have been introduced in
the market with significant success (Agri-Food Canada, 2001).
Stoutly flavoured snacks such as chili cheese, fish and chips, chicken burger and shrimp cocktail
have entered the market, as have novelty shaped and cut snacks. Ethnically flavoured snacks have also
immerged.
Industry Challenges:
With the tremendous growth in the industry have come several challenges for snack food
manufacturers. New labeling laws have lead to costly changes in packaging (Agri-Food Canada, 2001).
Questions about nutritional fortification have also been raised. Changing consumer demographics have
kept producers on their toes in meeting new needs and demands. Among these increasing demands are
lower fat, more nutritious and tasty products.
Another challenge concerns product packaging. It is a key point in protecting the fragile product
during transport.
Unfortunately, the cost of such packaging is considerably higher than the actual
contents of the package, so finding a balance between the cost of damaged product and packaging is a
continuous effort for the industry.
Several retail chains have consolidated, increasing competition for shelf space within retail stores.
These distribution difficulties have been lessened to some degree by new channels of distribution such as
drug stores and warehouse outlets (Agri-Food Canada, 2001). Unfortunately, 44.8% of potato chips are
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still distributed to supermarkets, while convenience stores make up 13 %, and smaller grocery stores
10.8% (Snack Food and Wholesale Bakery, 2000).
The Competition:
According to Pomar International the snack food market in Canada is characterized by easy
entry, low risk and is highly rewarding but the competition is extremely tight.
Pomar recommends
entering the market only if the represented product is unique or only small gains are expected.
Competition in the snack food market is based on branding, advertising and promotion,
distribution, product quality, health claims and price. Using one or more of these elements, brands can
distinguish themselves within this highly aggressive market. Brand loyalty within the industry is low, so
companies must continuously work at maintaining their customers through shelf image and promotion
(Agri-Food Canada, 2001).
Three major snack food producers, Hostess Frito-Lay Inc., Small Fry Snack Foods Inc. and Old
Dutch Foods Ltd. make up the majority of shipment value in Canada (Agri-Food Canada, 2001). Several
smaller firms operate in Canada and most often serve regional markets with specialty products (Agri-Food
Canada, 2001). (See Appendices 2)
In the US, Cape Cod potato chips, made by Lance Inc., is a leader in the premium chip market
with $500 million in sales in 1999. It is also the 12th largest chip manufacturer in the US. Following in the
trend for natural foods and robust flavoured chips, Cape Cod offers an all-natural chip (Snack Food &
Wholesale Bakery, 2000). Cape Cod’s marketing has been carefully considered in developing Bistro
Gourmet Chips’ advertising campaign and identifying its target market.
The Snack Food Consumer:
Not only do consumer preferences affect snack food producers and retailers, they affect the food
industry as a whole.
A.C. Neilson Inc. reported in 1997 that snack food consumers are important
elements in the retail food industry as they: (Snaxpo 1997)
a). Generate store traffic and loyalty.
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b). Spend 78% more money in a store than non-snack consumers, due to purchases of complimentary
products such as soda, salsa and dip.
c). Attract key demographic groups into stores.
These groups include young affluent families with
children.
Demographics:
Considering a reported 97 % of all consumers purchase snack foods, the industry serves a wide
variety of people (Snaxpo. 1997). Although this vast market base is encouraging to any manufacturer,
Bistro Gourmet Chips is a specialty product and must determine a specific market to serve.
See
Appendices 3.
Frito-Lay Inc.’s Bistro Gourmet Chips will be thick-cut and robustly flavoured, in an effort to
position the brand as a premium product. As a new product in the premium chip market, the primary
goals identified for Bistro Gourmet Chips’ debut marketing campaign are to increase awareness and
stimulate trial. A well-defined target market has been identified in order to achieve these goals. In
designing its advertising campaign, Bistro Gourmet Chips has considered several market factors, these
include heavy chip user demographics; Cape Cod chips, its major US competitor; as well as the nature of
the product itself.
Because women make the largest portion of household purchases but men are strong influencers
of these purchases, Bistro Gourmet Chips will target male and female consumers ages 25 - 44. Due to
its higher price and “choice” characteristics, the premium chip will be targeted to educated consumers
who are employed full-time and have a household income of $60,000 and up.
Cape Cod’s principle consumers are well educated, married, and work full-time. They have a
significant household income and are willing to pay for a product of higher quality. Bistro Gourmet Chips
will target a similar market in Canada. The market represents consumers of premium, gourmet food
products. They enjoy entertaining but do not have the time to cook lavish foods. Therefore, they will
settle for the convenience of store bought goods such as Bistro Gourmet Chips to serve to guests. They
also want good tasting snacks for themselves.
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In its advertising campaign, Bistro Gourmet Chips will reinforce the feelings rendered in eating its
chips. In buying a bag of chips, consumers are buying an experience. Although Bistro Gourmet Chips
has a well-identified market, it will face some significant challenges.
SWOT Analysis
Please refer to Appendix 1.
Objectives
As indicated in the Situation Analysis, the snack food industry is faced with tight competition and
low brand loyalty. Due to these factors, Bistro Gourmet Chips’ short-term objectives are to increase
consumer awareness and stimulate trial in order to reach the ultimate long-term objective of creating
brand loyalty.
Due to the tight competition the snack food industry faces, increasing consumer awareness of
Bistro Gourmet Chips is vital to the success of this brand. It is important that consumers are aware of
Bistro Gourmet Chips and their attributes in order to exist in consumers’ evoked sets. Once in the evoked
sets of consumers, there will be a greater chance these consumers will choose Bistro Gourmet Chips
over other competing brands.
Because snack food consumers have low brand loyalty, Bistro Gourmet Chips has the
opportunity to stimulate trial among many consumers, especially variety seekers. Stimulating trial is
critical for the introduction of this new product as it can lead to repeat purchases (if consumers like Bistro
Gourmet Chips) and ultimately lead to brand loyalty.
Since Bistro Gourmet Chips is a new product, there is no consumer awareness about the brand
and there has been no trial. A reasonable yet challenging goal is to increase awareness from 0 to 40% of
the target market. Following the six-month advertising campaign, tracking studies will be used to see if
consumers’ awareness of Bistro Gourmet Chips has increased. In terms of trial, the goal is to increase
trial to 20% of the target market. This goal is consistent with that of awareness. If 40% of consumers are
aware of Bistro Gourmet Chips, than about half of these people will try the brand. Because Bistro
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Gourmet Chips has never been on the market, keeping track of sales within the six-month campaign will
be a good indicator of trial usage.
Strategy
Throughout the advertising campaign for Bistro Gourmet Chips strategies such as repetition, sex
appeal, and promotions will be used. These strategies will be employed to achieve the objectives of
creating awareness and stimulating trial.
Repetition
Television, magazines, and point of purchase displays will all be used to create awareness of
Bistro Gourmet Chips. The tag line Succumb to the Sensation will be present in all the above media
vehicles. Repeating the tag line and the Bistro Gourmet Chips brand name with each airing ad will create
awareness amongst consumers.
Airing 228 television commercials, placing 12 full-page magazine
advertisements, and having point of purchase displays in 360 IGA stores across Canada is a promising
way of creating awareness of this brand of chips.
Sex Appeal
The creative aspect of the television commercials consists of sexual innuendoes. Sexual appeals
are attention getting and occasionally arousing, which may affect how consumers feel about a product
(O’Guinn ET AL, 2000). Using sex appeal will attract attention, which will create awareness and even
trial. Viewers of the ad are likely to associate Bistro Gourmet Chips with a pleasurable experience and
remember this brand when shopping for chips.
Promotions
Another strategy used to create awareness and stimulate trial is to use promotional techniques.
Coupons will be placed in magazines and on in-store point of purchase displays.
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Having coupons in magazine advertisements will catch attention and lead to an increase in
awareness.
Since chip consumers are generally not brand loyal, the discount provided will give
consumers a reason to choose Bistro Gourmet Chips over competing brands.
When consumers are shopping for chips in grocery stores, the in-store point of purchase displays
will attract attention and once again increase awareness. The coupons provided on the displays will give
shoppers an added incentive to buy Bistro Gourmet Chips.
Budget
For the American debut of Bistro Gourmet Chips, Frito-Lay Inc. had an advertising budget
estimated at $25 million US (Advertising Age, 2001). Following the American budget, the Canadian debut
advertising campaign for Bistro Gourmet Chips will require a budgeted $4 million Canadian.
Since the Canadian population is approximately 10% of that in the United States, 10% of the
American budget was taken to determine how much should be spent for the Canadian campaign.
Therefore the Canadian advertising budget will be $2.5 million US or $4 million Canadian.
Budget Allocation
Because of the two campaign objectives of increasing awareness and trial, it is extremely
important that the campaign achieves high target market frequency and reach. In order to achieve this it
is felt that appropriate media vehicles to be used are television, magazines, and point of purchase
displays. The following table allocates the costs associated with using these three types of media to the
budget.
Cost of Point of Purchase Displays
Cost of Magazine Advertising
Cost of Television Advertising
Cost of Producing TV Advertisements
124,500
54,815
3,697,920
70,000
TOTAL
3,947,235
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Point of Purchase Displays
Numbers given from Janine van Essen of Palmer Jarvis have been used to determine the cost of
point of purchase displays. According to van Essen, placing point of purchase displays in all Canadian
Safeway stores will cost approximately $35,000. However, the majority of Safeway stores are located in
Western Canada, so nation-wide IGA stores will be used instead. There are approximately 3 times more
IGA stores than Safeway stores in Canada, so a factor of 2.5 (because the more stores used, the less the
placement cost) was multiplied against $35,000.
It is felt that placing POP displays in over half (60%) of IGA stores will be effective in creating
awareness and stimulating trial. Therefore, 360 IGA stores throughout Canada will have a point of
purchase display at a cost of $200/display.
Magazine Advertising
The advertising campaign will utilize two magazines, one targeted at women and the other at
men, to achieve the campaign’s objectives. For the six months of the campaign, each magazine will have
one advertisement, and make up twelve magazine advertisements in total. A full-page ad run six times
costs $25,380 for Maxim and $29,435 for Canadian Living (CARD, 2001).
Television Advertising
Janine van Essen of Palmer Jarvis quoted the average cost of producing a television
advertisement at $70,000. The cost of television advertising was determined from information given by
sales representatives of CFRN-TV and CBC.
program will air one ad per episode.
For the six months of the campaign, each television
Because the CBC National News airs five times per week,
advertisements on this show will run a total of 120 times. The CBC rates given per show were at a
national rate of $5000, so this number was simply multiplied by 120.
The shows airing on CTV (Ally McBeal, Third Watch, ER, and Once and Again) air once a week.
Once and Again will air for the first three months and 12 times in total. The remainder of the shows will
each have 24 advertisements. The rates obtained for advertising on chosen programs came from CFRNTV of Edmonton, an affiliate of CTV. In order to determine the national advertising rate, the Edmonton
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rate was multiplied by a factor of 20. This factor was determined on the basis that Canada has 30 times
more people than Edmonton, however advertising on a national scale generally results in a lower cost of
air time.
Please see Appendix 4 for a more detailed analysis of the budget.
Media Execution
Television:
According to the 1999 BBM sweep surveys (Media Digest, 2000), 99% of Canadian households
are equipped with a television set, with the majority owning two or more sets. Of all media, television is
the quickest way to reach a large audience.
The primary media used during the campaign will be television.
Since our target market is
composed of both females and males aged 25-44, pursuing advertising through the television medium will
be the best way to reach this broad market. Overall, television offers extensive reach, which is an
important element in achieving our goal of increasing awareness in the market.
The television campaign will coincide with the upcoming season premiers; generally, season
premiers are launched in early November. Therefore, the media campaign will commence November
2001 and conclude six months later at the end of April 2002.
Five television programs were chosen for the campaign. The attributes examined when choosing
these programs included:
z
the day of the week they aired
z
the time of day they aired
z
the primary target market of the program.
Based on statistical information (PMB database, 2000), Monday - Friday evenings between the hours
of 7 p.m. and 11 p.m. are the most popular television viewing hours. Twenty-five to 34 year olds spend
33% of their television viewing hours during this time frame; 35-49 year olds spend 35% of their viewing
hours during this time frame. Therefore, the television shows chosen for this campaign will be aired
during the peak hours of 7 p.m. and 11 p.m. Monday through Friday. To promote Bistro Gourmet, one
30-second commercial will run one time per airing of all shows selected.
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Third Watch
Third Watch is a primetime drama aired at 8 p.m. Monday on CTV and has a national viewing
audience of approximately 560,000 (28,000 viewers in Edmonton multiplied by 20 to account for national
viewing audience; as per representative from CFRN). It has been assumed the majority of the viewing
audience is males over 18 years.
The 30-second Bistro Gourmet Chips commercial will be aired once per episode of Third Watch
for six months. In total, 24 commercials will be placed on Third Watch over the six-month campaign, and
will cost $758,400 (CFRN representative, 2001).
Ally McBeal
Ally McBeal is a primetime program aired Monday at 10 p.m. on CTV and has a national viewing
audience of 1,992,000 individuals over 18 years (Nielson Media Research, 1999).
Although
unsubstantiated, it is assumed a majority of the viewing audience is female.
The 30-second Bistro Gourmet Chips commercial will be aired once per episode of Ally McBeal
for six months. In total, 24 commercials will be placed on Ally McBeal during the six-month campaign for
a cost of $954,720 (CFRN Representative).
An commercial on Ally McBeal will compliment the earlier run on Third Watch. Both programs are
aired on the same channel, only an hour apart, so there is a possibility of increasing the frequency of the
commercial. The viewers of Third Watch may continue watching the same channel and be tuned into Ally
McBeal an hour later where they would be exposed to the Bistro Gourmet Chips advertisement once
again.
In the above scenario, a certain amount of the same viewing audience would be captured through
overlap, however, we feel that the two shows target a different audience. Whereas Third Watch may
attract a high percentage of males, Ally McBeal attracts a high percentage of females. Based on this
information, we decided an commercial on both programs would be a sufficient way of capturing both the
female market and the male market whilst still providing a certain degree of overlap.
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ER
ER is a primetime drama aired Thursday at 8 p.m. on CTV and has a national viewing audience
of 2,842,000 individuals over the age of 18 (Nielson Media Research, 1999).
The 30-second Bistro Gourmet Chips commercial will be aired once per episode of ER for six
months. In total, twenty-four commercials will be placed on ER over the six-month campaign for a total
cost of $1,219,200 (CTV Representative).
ER was chosen because its demographics are similar to that of our target market. Furthermore,
a commercial on ER would help to increase the reach of our television campaign because it is on a
different night than Ally McBeal and Third Watch, therefore a completely different viewing audience.
Once and Again
Once and Again is a primetime CTV drama aired on varying weekday evenings at differing times.
It has a national viewing audience of 240,000 (12,000 viewers in Edmonton multiplied by 20 to account
for national viewing audience; as per representative from CFRN).
The 30-second Bistro Gourmet Chips commercial will be aired once per episode of Once and
Again for the first three months of the campaign only. In total, twelve commercials will be placed on Once
and Again over the six-month campaign for a total cost of $165,600 (CTV Representative).
CBC National
CBC National is aired at 10 p.m. weekday evenings on CBC, and has a national viewing
audience of 1,298,000 (PMB Database, 2001). The 30-second Bistro Gourmet Chips commercial will be
aired once per episode for six months. In total, 120 commercials will be placed on CBC National over the
six-month campaign and will cost of $600,000 (CTV Representative). By placing commercials on CBC
National, reach will be extended to include those people ages 30-44.
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Magazines:
Placing an advertisement in specific magazines will enable marketing to a more select audience.
Bistro Gourmet Chips will run a one-page advertisement in all magazines selected and will include a “$.10
off” coupon.
A major goal of the campaign is to stimulate trial, and the coupon will help Frito-Lay
maximize this goal.
Canadian Living
The one-page advertisement will be placed in six issues (one every month) of Canadian Living
Magazine at a cost of $29,435. Readers of Canadian Living are predominantly female aged 25-54.
Canadian living caters to working women and features articles on health, money management, fashion
and cooking. It is a good fit with the vibrant female market Bistro Gourmet Chips is targeting.
Maxim
The one-page advertisement will be placed in six issues (one every month) of Maxim at a cost of
$25,380. Maxim targets males between the ages of 21 and 34 and features articles on sexuality, sports,
health and humor. Maxim speaks directly to the educated and hard-working male market Bistro Gourmet
Chips is targeting.
Between Canadian Living and Maxim, a good portion of both our female and male market will be
considered.
Television & Magazine: CPM, Reach, Frequency, and GRP
Please see Appendix 5.
Point of Purchase Displays:
To encourage consumers to remember Bistro Gourmet Chips when making their chip-purchasing
decisions, point of purchase (POP) displays will be placed in IGA stores across Canada. The POP
display units will be located in 60% of IGA stores nationwide, totaling 360 stores (these display units will
16
be primarily in urban stores). The POP display units stand 5 feet high, 3 feet wide and 2 feet deep with
plenty of shelving. There will also be coupons attached to further encourage trial purchase.
Each unit will cost $200 and there will be a placement fee of approximately $52,500 (Janine van
Essen, Palmer Jarvis, 2001). Please see budget section for details.
Creative Execution
One of the objectives for the advertising campaign is to increase awareness of Bistro Gourmet.
In order to increase awareness, people have to see our ads and see them often. Concurrently, our main
message strategy objective is to promote brand recall. The methods that will be used to satisfy this
objective will be that of repetition and the use of a slogan. The brand name Bistro Gourmet will be
illustrated once in each of our three media vehicles. Plus the advertisements themselves will be repeated
several times within each media vehicle.
The advertising campaign’s slogan is “Succumb to the
Sensation”. This slogan helps to portray that Bistro Gourmet are not just ordinary chips. It tries to
insinuate that when a consumer tries this brand, they will surrender to an exhilarating sensation of flavor.
The slogan encompasses the method of sex appeal to instill a brand preference, our second message
strategy objective, increasing awareness of the brand. Bistro Gourmet is satisfying to the senses.
Because potato chips are a low price, low involvement product, little copy will be used in any of
the advertisements, whether it is placed on television or in a magazine. Consumers do not want to take
the time to read an ad that is for a convenience product like potato chips. It is for this reason that image
advertising (almost exclusively visual) will be used as opposed to claim-based advertising (more copy).
The media vehicles that will be used include: television, magazines, and point-of-purchase displays.
Packaging
The packaging is the core element for the message strategy. As mentioned previously, chips are
considered to be a low involvement product. This means that people usually do not spend a long time in
the snack isle deciding on which bag of chips to snack on. Consequently, the packaging can be the key
to having Bistro Gourmet chosen from others. (Exhibit’s 1 & 2)
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We will be producing two flavors of Bistro Gourmet chips: applewood & smoked cheddar and
roasted herb & garlic. Even though the two flavors are completely unique, we wanted to have an overall
theme connecting them. Therefore, we designed a basket that would hold the flavors. On both of the
bags, the flavors look as if they are overflowing out of the basket onto the ground beneath. We laid chips
amongst the fallen flavors and spread in front of the basket in an attempt to link the flavors with the chips
taste. The two aspects of flavor in the chips, smoked versus roasted, are combined in our bags by using
logs and fire coming up in behind a basket of flavors. We also incorporated the image of fire around the
logo to further emphasize the roasted or smoked essence of the chips.
The copy on the bag is essential to describe exactly what the product is. We wanted the copy of
the flavors to be the same on both bags and be slightly larger than the words Gourmet Chips underneath.
We made the word “GOURMET CHIPS” all in capital letters to distinguish it from the upper and lower
cases of the flavor copy above it. We also used a blocked approach to separate flavor (eg. roasted herb
& garlic) and the product itself (gourmet chips). The logo of “Bistro Gourmet Chips” is the same on both
bags. We placed a flame around the logo to symbolize the smoked/roasted essence of the flavor. Under
the “Bistro”, “GOURMET CHIPS” is the same font and capital letter case as in the upper part of the bag
just smaller. The font remains the same in order to create continuity and repetition of the product.
“Bistro” is designed in a unique font. We wanted it to be a different word graphic illustrating a creative
and sophisticated look.
Lastly, our ideas for the design of the bag were inspired from pictures found on the Internet from
Yahoo’s website: www.yahoo.com. Examples of these pictures can be found in Exhibit’s 3-8.
Overall, we wanted to make the front of the bag stand out from the rest of the other chip bags on
supermarket shelves. In order to differentiate ourselves we looked at both the image and copy aspects of
the packaging design. If you look at Exhibit’s 9 and 10, they show multiple variations of our competitor’s
packaging. As you can see, their bags contain very little image graphics. The other brands incorporate
individual company logo, the specific flavor, and “potato chips.” Some have pictures of chips on the bags
for some form of image related to the product (eg. Pringles, Rachel’s, etc.) The only brand that would
come close to our image emphasis would be Miss Vickies. However, our packaging has greater color
quality.
Therefore, the combination of color superiority and detailed graphical imagery helps give our
18
packaging a more professional, sophisticated look. We hope this will attract the attention of our target
audience (25-44 years) and increase their awareness of the brand.
Second, our brand logo is unique from our competitors.
Exhibit 11 illustrates some of the
competing brands. Doritos, Sun Chips, and 3D brands probably have the closest creative decorative logo
in relation to ours. However, ours stands alone thanks to the combination of two different fonts and sizes
inside a ball of fire. Again, the creative font of Bistro is meant to give a sophisticated, professional look
hopefully catching the eye of our target audience. The logo of “Lays” will be illustrated on the back of the
bag. We did not want to place it on the front because of misconception that could arise regarding the
brand name (Bistro Gourmet Chips or Lays).
Television
The tactics that will be used for the advertisement placed on television will involve the use of sex
appeal and a slogan. A storyboard has been created in order to illustrate what the final commercial will
look like. (Exhibit 12a & 12b) The television format that will be used for this commercial will be that of
music and song. Throughout the entire commercial, the music of Barry White will be playing. This is to
reinforce the mood of romance and sensuality that follows the theme of sex appeal.
The commercial will take place in a wood cabin during a cold winter night. (1st slide) The music
of Barry White will be playing in the background as the shot goes from outside the cabin to the inside.
Once inside, there will be sounds of moaning and groaning. The audience will be lead to wonder what
type of ad it is because of the sensual nature. Once inside, the camera will do a quick scan of the floor
inside (hardwood floors), from the door entrance to where a couch will be. The camera will then focus on
two pairs of feet with slippers. (2nd slide) The camera will be at an angel that will be looking at the feet
from underneath the couch. Therefore, all the audience sees is the slippers and hears the romantic
music in the background containing the sexual sounds of moaning. Next, the camera will move up to see
the back of both a female and male head with a roaring fireplace in the background. (3rd & 4th slide) No
faces will be visible, leaving it to the imagination of the audience as to what the couple is actually doing.
Finally, the suspense is ended when the camera turns to focus on the couple from the front. What will be
revealed will probably not be what the audience is expecting: the couple thoroughly enjoying a bag of
19
Bistro Gourmet Chips. (Keep in mind that during this entire time there is only the music containing
moaning sounds along with the visual. There has been no talking or words placed on the screen as of
yet.) The second last shot of the commercial will involve an announcer saying (in a seductive voice)
“Succumb to the Sensation” as the words dissolve on the screen. (5th slide) The final shot will contain
the image of the two bags along with the brand logo appearing onto the screen for 2-3 seconds. We are
placing the image of the bags last in order to capture the last thought in the consumers mind about what
the ad is about.
It is sometimes hard to get the attention of the audience as a result of so much advertising that
appears on television today and people’s tendency to tune out when the commercials come on. With the
implication of sex and pleasure, we want to try and grab the attention of the audience so that they will be
attentive long enough for the announcer to introduce the brand name and the slogan. By repeating the
commercial, we hope that the slogan is rehearsed by the target audience in order for them to have some
sort of retrieval cue to remember Bistro Gourmet the next time they go to buy a bag of chips.
Also, we are hoping that our second message strategy objective of instilling a brand preference
will be accomplished by insinuating that eating these bags of chips would result in a sensational
experience (slogan “succumb to the sensation” and sounds of moaning in pleasure).
Magazines
The magazine article was designed to reinforce slides 3-6 of the television commercial. (Exhibit
13) The illustration of two people eating delicious chips on the couch with the words “Succumb to the
sensation” underneath and the logo in the bottom left corner in the magazine; is done in the same text
and visual images as in the commercial in the hopes of accomplishing the message strategy objective:
promoting brand recall through the use of repetition and a slogan.
There is also a coupon for $.10 off on a bag of chips. This is used in order to stimulate trial.
Lastly, the website is displayed on the bottom of the article in order for people to find more
information about our brand Bistro Gourmet Chips.
For example: a) see the commercial, b) which
locations they can get the bags from, c) the ingredients of the chips, etc.
20
Point of Purchase Display
The displays are designed with the logo and slogan at the top, layers of actual bags in rows in the
middle, and a picture of a log fire in the bottom. (Exhibit 14) The logo and slogan are placed at about
eye level in order to increases awareness of the brand and to reinforce repetition in hopes of promoting
brand recall.
The bags are placed in the middle for easy access: applewood and smoked cheddar on the first
shelf and roasted herb and garlic on the second shelf. Since potato chips are such a low-involvement,
convenience food, consumers are likely to spend little time searching. If you provide the product in front
of them, it reduces their search time significantly. Therefore, the easy accessibility for customers helps
stimulate trial.
The fire illustration on the bottom is the same log fire in the television commercial and in the
magazine advertisement. This further demonstrates repetition amongst the different media vehicles. The
fire emphasizes the smoked/roasted flavor of the chips and can be used as a retrieval cue to remember
the brand name (if people see this first).
Special Thanks
Lastly, we want to give special thanks to Jamie Holloway who helped draw our packaging, pointof-purchase displays, and magazine advertisement. His extraordinary creative talent was instrumental in
bringing our ideas to life.
21
Evaluation
Several types of posttests will be administered to assess whether the ad campaign was a
success.
To determine if the campaign accomplished the objectives of increasing awareness and
stimulating trial, tracking studies will be conducted. A sample of the target market will be surveyed at
different intervals during and after the campaign, so any changes in brand awareness will be detected.
This method will be used to determine the effectiveness of both the television and magazine
advertisements. Unfortunately, this method is not without flaws. Changes with regards to awareness
could have come from sources other than the advertising campaign, such as friends or media reports.
These sources may not be directly related to the campaign. The surveys will be valuable in determining
trial, as participants will be asked if they have tried the product. Sales figures are generally less valuable
in measuring this objective, as new and repeat purchases are not distinguished from one another. Sales
may also be affected by factors unrelated to the advertising campaign. These may include factors such
as market conditions, competitors or a host of other factors.
The second method of evaluation involves selecting individuals from the target audience who
watch the television programs containing the advertisement.
The day following the program, the
individuals will be contacted and asked questions such as: “Did you see an ad for potato chips?” If so,
“Do you remember the brand?” Depending on the response, the interviewer will use follow-up questions
to determine whether the ad was effective. This method will also be used to establish the value of the
magazine advertisement by giving individuals a copy of either Maxim or Canadian Living. Participants will
then be asked similar questions to determine recall.
A contingency plan has been developed in the event the advertising campaign does not meet the
objectives of increased brand awareness and stimulating trial.
In this case, to achieve increased
awareness we would run the advertising campaign for longer than anticipated, while making minor
adjustments to the placement of the advertisements. The ads would be placed on different television
channels or programs in an attempt to increase audience reach. Changing the magazine featuring the
advertisement would also help in increasing brand awareness. With regards to stimulating trial, sampling
may prove to be an effective method if our original efforts have failed.
22
Appendix 1:
SWOT Analysis
Strengths:
•
Frito-Lay Inc. represents 7 of the top 20 selling brands of chips in the United States with sales
reaching $5.865 billion in North America in 1999. This success and experience offers Bistro Gourmet
Chips, backing from a strong market force that knows customer likes and dislikes.
•
Frito-Lay Inc. has recently launched more robust flavours in its successful Flavour Rush Ruffles line,
offering Bistro Gourmet Chips background knowledge into marketing a spicier chip.
•
Bistro Gourmet Chips follows a market trend for more robust, crunchier and uniquely flavoured chips.
•
Upscale positioning will set it apart from other brands.
•
Higher price point is justified because of added apparent value to the customer. Higher prices will
allow Lay’s to increase its profit margin.
•
Lays spent $91 million on measured media in 1999 (Competitive Media Reporting, 2000). This large
amount of spending shows the company believes in advertising and will most likely provide the funds to
support a full-scale media launch of Bistro Gourmet Chips in Canada.
Weaknesses:
•
Bistro Gourmet Chips has yet to be launched in the US, therefore no previously published marketing
or sales data about the product is available.
•
Lay’s most recent product offering, low-fat WoW chips, didn’t do well in the market, and might be a
signal the company is losing track of customer wants (Advertising Age, Oct. 30, 2000).
•
Due to the flop of the WoW chip, Frito-Lay Inc. might be more conservative in spending to market
Bistro Gourmet Chips.
•
The upscale image and higher price of Bistro Gourmet Chips might turn off consumers.
•
By minimizing the Frito-Lay Inc. brand name, brand recognition will be minimized and consumers will
have little experience from which to base their decision.
23
Opportunities:
•
There has been a demand for more robust flavoured chips, offering a new market for Lay’s to service.
•
Television media offers extensive reach and frequency and allows for the quick formation of
awareness.
•
Purchases of snack foods are growing in Canada due to changes in lifestyle and demographics.
Those areas of largest growth include low fat and fat free, as well as special flavours (Snaxpo, 1997).
This provides Lays with increasing market opportunity.
Threats:
•
Cape Cod potato chips currently lead the specialty chip market with sales up 22% in October of 2000
in non-convenience retailers (Advertising Age, Oct. 30, 2000). This company marks Bistro Gourmet
Chips’ greatest threat, and the company must set itself apart from the current competitors.
•
There are several regional competing brands that have a local identity and market. Lay’s will be
marketing nationally and must design a campaign to attract all Canadians (Advertising Age, Oct. 30,
2000).
•
Television is a costly means of advertising.
•
Competition for shelf space is high.
•
Packaging and marketing is high for a low margin product.
24
Appendix 2:
Competitive Analysis
Brand and
Advertising
Expenditure
And Sales
Parent
Co.
Competing
Products
Advertising
Distinguishing Factors
Pringles advertising
expenditure $55
million in 1999, sales
were $350 million
Procter &
Gambel
Spicy Cajun
Popping Pringles
and Singing chip
can appeals to
teens and young
adults
“Once you pop,
you can’t stop.”
Unique flavour
(Advertising Age, 1999)
(www.pringles.com)
Ridges
Thick chip with robust
flavour
Long time on the market,
familiar
Unique flavour, made in
Canada
Regular
Humpty Dumpty
Small Fry
(www.humptydumpty.com)
Old Dutch
(www.kettlefoods.com)
Lance. Inc.
chips
Salsa with
Mesquite; New
York Cheese
Style; Yoghurt and
Green Onion
potato chips
Reduced fat;
Yukon Gold; Sea
Salt Popcorn
US sales of $500
Million
(Snack Food and
Wholesale Bakery, 2000
and
www.capecodchips.com)
Terra Chips
Variety of flavours, unique
shape
No Figures
available
Kettle Chips
Cape Cod potato
Smokey Bacon,
and Roast
Chicken chips
Ridgies
The Hain
Celestial
Group Inc.
Terra Chips
Organic, thin and crispy
texture
Several unique flavours
Sponsoring
middle school art
classes in their
creation of replica
tall ships. Each
school receives
several cases of
chips. Major
sponsor of Sail
Boston
More gourmet type image.
Sold mostly in health food
specific food aisles and
stores.
Made from various root
vegetables; no artificial
colourings, flavours or
preservatives
25
Appendix 3:
User Category
Employment
Age
Income
Education Level
Radio Genre
TV Show Genre (Prime Time)
TV-Viewing Time
Cape Cod Potato Chips
*** Used as comparison, because product is
similar to Bistro Gourmet Chips
Top % of female, heavy potato chip consumers
(more than 3 packages in the last 30 days)
50.1% employed full-time
36.0% not employed
13.9% employed part-time
30.6% ages 35-44
23.7% ages 25-34
19.2% ages 45-54
17.1% household income of $75,000 or more
14.4% $30,000 - 39,000
14.0% 20,000 - 29,000
39.7% high school graduate
26.3% attended college
16.8% college grad
24.9% listen to adult contemporary
23.0% listen to country
15.9 % listen to rock
13.9% early evening news
11.5% watch general drama
9.2% watch police docudramas
42.4% watch between 8 p.m. and 11 p.m.
35.4% watch between 7:30 p.m. and 8 p.m.
The largest group of female users are married college
graduates, ages 35-44 followed by ages 45-54;
employed full-time in a clerical, sales or technical
position; with a household income of $75,000 or more;
Mediamark Research Inc., 1998
26
Appendix 4:
Advertising Budget
Cost of Magazines
Maxim (6 full-page advertisements)
$
25,380
Canadian Living (6 full-page advertisements)
$
29,435
Total Cost of Magazine Advertisements
$
54,815
$
52,500
Point of Purchase Displays
IGA Store Space
Cost Per Safeway Store X 2.5**=Cost Per IGA Store
$35,000 X 2.5=$87,500
Cost Per IGA Store X 60% of Stores
$87,500 X .60=$52,500
Cost Of Manufacturing Displays
Total IGA Stores X 60% = 60% of IGA Stores
600 X .60=360
60% of IGA Stores X $200 per display unit
360 X $200=$72,000
$
72,000
POP Total= IGA Store Space X Cost of Manufacturing Displays
$52,500+$72,000=$124,500
$
124,500
$
70,000
Cost of Television
Production Costs
Ally McBeal (once a week for 6 months=24 times) X 20 National Rate
$1989 X 24 X 20=
$
954,720
Third Watch (once a week for 6 months=24 times) X 20 National Rate
$1580 X 24 X 20=
$
758,400
ER (once a week for 6 months=24 times) X 20 National Rate
$2540 X 24 X 20=
$
1,219,200
Once and Again (once a week for 3 months=12 times) X 20 National Rate
$690 X 12 X 20=
$
165,600
CBC National News (five times a week for 6 months=120 times)
5000 X 120=
$
600,000
Total Cost of Advertising on Television
$
3,767,920
TOTAL COST OF ADVERTISING CAMPAIGN
$ 3,947,235
**Janine van Essen of Palmer Jarvis provided the cost for store space at $35,000. This rate was giving based on Safeway stores. Since there are three times
more IGA stores than Safeway stores in Canada, this number was multiplied by 2.5. We chose 2.5 over 3 because of discounts for high volume purchases.
Appendix 5: CPM, Reach, Frequency and GRP
The following calculations do not take into account within vehicle duplication or between vehicle
duplication.
Television
Where:
CPM
= cost of advertisement / number of people exposed (viewers)
Reach = number of viewers / number of people in target market
Frequency = please see appendices 6, 7, and 8
GRP = reach x frequency
Third Watch:
CPM
$31,6001 / 560,0001 x 1000
=$56.50
Reach
560,000 / 9,699,7402
=5.78%
Frequency
Please see appendix 6
=4
GRP
5.78 x 4
=23.12
CPM
$39,7801 / 1,992,0003 x 1000
=$20.00
Reach
1,992,000 / 9,699,7402
=20.54%
Frequency
Please see appendix 6
=4
GRP
20.54 x 4
=82.16
Ally McBeal:
1
CFRN Sales Representative
Statistics Canada, CANSIM, Matirx 6367
3
Nielsen Media Research 1999
2
28
ER:
CPM
$50,8001 / 2,842,0003
Reach
2,842,000 / 9,699,7402
=29.3%
Frequency
Please see appendix 6
=4
GRP
29.3 x 4
=117.20
CPM
$138001 / 240,0001 x 1000
=$57.50
Reach
240,000 / 9,699,7403
=2%
Frequency
Please see appendix 7
=1
GRP
2x2
=4
CPM
$50001 / 1,298,0001 x 1000
=$3.90
Reach
1,298,000 / 9,699,7402
=13.39%
Frequency
Please see appendix 8
=11.25
GRP
13.39 x 11.25
=150.64
x 1000
=$17.90
Once and Again:
CBC National:
1
CFRN Sales Representative
Statistics Canada, CANSIM, Matirx 6367
3
Nielsen Media Research 1999
2
29
Magazines
Where:
CPM = cost of advertisement / (circulation x RPC)
or
CPM = cost of advertisement / total paid sales
Reach = number of people exposed / number of people in target market
Frequency = please see appendices 9 and 10
GRP = reach x frequency
Canadian Living:
CPM
$29,4354 / (563,0005x3.55) x 1000
$29,435 / (1,970,500) x 1000
= $14.90
Reach
1,970,500 / 9,699,740
= 21%
Frequency
Please see Appendix 9
=5
GRP
21 x 5
= 105
The following CPM-TM calculation for Canadian Living is based on the number of female readers.
Although the target audience is made up of females and males, the campaign will target female readers
through Canadian Living and target male readers through Maxim.
CPM – TM
= (cost of ad / number of people in target market exposed) x 1000
= ($29,435 / 1,568,000) x 1000
= $18.70
Maxim:
CPM
$25,3806 / 1,663,6866 x 1000
= $15.30
Reach
1,663,686 / 9,699,740
= 18%
4
CARD January 2001 Volume 74 Number 1 Rogers Media Pg 162-163
PMB 2000 Readership Volume 1 Page 1
6
CARD January 2001 Volume 74 Number 1 Rogers Media Pg 132-133
5
30
Frequency
Please see Appendix 10
=4
GRP
18 x 5
= 90
Although RPC and male vs. female readers are not available for Maxim, the primary target audience of
Maxim is males between the ages of 21-346. The two magazines combined will cover a good portion of
our target market.
Summarizing Chart:
Television Third Watch
$
CPM
56.50
Reach
6%
Frequency
4
GRP
23
Ally McBeal
$
20.00
21%
4
82
ER
$
17.60
29%
4
117
Once and Again
$
57.50
2%
1
4
CBC National
$
3.90
13%
11.25
151
$
14.90
21%
5
105
$
15.30
18%
4
90
Magazines Canadian Living
Maxim
31
Appendix 6:
The frequency rates for Third Watch, Ally McBeal and ER were determined in the following
manner: The total frequency is equal to the total runs of the advertisement, over the specified time frame,
of 24. However, of the 24 potential exposures, only half of the audience will be loyal followers bringing
down the frequency number to 12. Of these loyal followers, presumably half of those watching the show
will stay on the same channel (the other half will surf), bringing the frequency down to 6. Of those who
haven’t changed the channel, probably one quarter will get up and walk away. Therefore, a realistic
frequency will be 4.
Appendix 7:
The total frequency for Once and Again will be equal to the total runs of the advertisement, over
the specified time frame, of 12. However, of the 12 potential exposures, only a third of the audience will
be loyal followers (less loyal following than the more popular shows demonstrated above) bringing down
the frequency number to 4. Of these loyal followers, presumably half of those watching the show will stay
on the same channel (the other half will surf), bringing the frequency down to 2. Of those who haven’t
changed the channel, one quarter will most likely get up and walk away. Therefore, a realistic frequency
will be 1.
Appendix 8:
The total frequency for CBC National will be equal to the total runs of the advertisement, over the
specified time frame, of 120. However, of the 120 potential exposures, half of the audience will be loyal
followers bringing down the frequency number to 60. Of these loyal followers, probably half of those
watching the show will stay on the same channel (the other half will surf), bringing the frequency down to
30.
Of those who haven’t changed the channel, probably one quarter will get up and walk away.
Therefore, a realistic frequency will be 22.
32
Appendix 9:
The total frequency for Canadian Living magazine would be equal to the total runs of the
advertisement, over the specified time frame, of six months. The total subscriptions are 399,019 out of a
total circulation of 545,024; this is 73%. Therefore, 73% of readers are receiving every copy of Canadian
Living; 73% if readers will be exposed to all six advertisements. Because of this strong loyal following to
the magazine, it is assumed that out of single copy sales, there will also be a high percentage repeat
sales. Accordingly, a frequency of 5 is suitable.
Appendix 10:
The total frequency for Maxim magazine equals to the total runs of the advertisement, over the
specified time frame, of six months. The total subscriptions are 850,143 out of a total circulation of
1,663,686; this is only 51%. Therefore, 51% of readers are receiving every copy of Maxim; 51% if
readers will be exposed to all six advertisements. However, Maxim also has a loyal following and many
of the single copy sales are probably from repeat customers. Therefore, a frequency of 4 is suitable.
33
Exhibit’s 1 & 2
Please refer to the two mock-ups mounted on matte board.
Exhibit 3: Apples
http://search.gallery.yahoo.com/search/corbis?
p=apples&b=301&strip=
http://search.gallery.yahoo.com/search/corbis?
p=apples&r=all
http://search.gallery.yahoo.com/search/corbis?
p=apples&b=325&strip=
http://search.gallery.yahoo.com/search/corbis?
p=apples&b=133&strip=
http://search.gallery.yahoo.com/search/corbis?
p=apples&b=49&strip=
http://search.gallery.yahoo.com/search/corbis?
p=apples&b=121&strip=
http://search.gallery.yahoo.com/search/corbis?
p=apples&b=217&strip=
34
Exhibit 4: Cheddar Cheese
http://search.gallery.yahoo.com/search/corbis?
p=cheese&b=61&strip=
Off the internet
http://search.gallery.yahoo.co
m/search/corbis?p=cheese&
b=157&strip=
Exhibit 5: Herbs
http://search.gallery.yahoo.com/search/corbis?
p=herbs&b=13&strip=
http://search.gallery.yahoo.com/search/corbis?
p=herbs&b=37&strip=
http://search.gallery.yahoo.com/search/corbis?p=
herbs&r=all
http://search.gallery.yahoo.com/search/corbis?p=
herbs&r=all
35
Exhibit 6: Garlic
http://search.gallery.yahoo.com/search/corbis?p=garlic&r
=all
http://search.gallery.yahoo.com/search/corbis?p=
garlic&b=13&strip=
http://search.gallery.yahoo.com/search/corbis?p=
garlic&b=25&strip=
http://search.gallery.yahoo.com/search/corbis?p=garlic&r
=all
Exhibit 7: Potato Chips
http://search.gallery.yahoo.com/search/corbis?p=potato+chips&r=all
36
Exhibit 8: Fireplaces
http://search.gallery.yahoo.com/search/corbis?p=fireplaces&b=37&strip=
http://search.gallery.yahoo.com/search/corbis?p=fireplaces&b=25&strip=
37
Exhibit 9: Family of Old Dutch
http://www.htinfo.com/secure/bobsproduce/olddutch/
38
Exhibit 10:
http://www.pringles.com/meet.shtml
http://www.go-rachels.com/
http://www.zapps.com/
http://www.lays.com/
39
Exhibit 11:
http://www.htinfo.com/secure/bobsproduce/olddutch/
http://www.pringles.com/meet.shtml
http://www.zapps.com/
http://www.go-rachels.com/
http://www.lays.com/
40
Exhibit 12a
1. http://search.gallery.yahoo.com/search/corbis?p=log+cabins&b=49&strip=
2. found on the internet
3. http://www.lhdi.com/
4. http://search.gallery.yahoo.com/search/corbis?p=fire&b=61&strip=
5. Bradley Hand ITC font in red
6. Illustration scanned right off our magazine article
Exhibit 13:
Please refer to the mock-up mounted on matte board.
Exhibit 14:
Please refer to the mock-up mounted on matte board.
41
References:
Alberta Agriculture Food and Rural Development (March, 1997) Snaxpo ‘97
Advertising Age, (October 30, 2000) Frito hopes gourmet chip will fatten profits.
Crain Communications Inc., USA.
Agri-Food Canada (2000) All about Canada's snack food industry. www.agr.ca
Food Bureau, Market & Industry Services Branch Agriculture & Agri-Food Canada
American Institute of Food Distribution, Inc. (Nov 6, 2000), Snack Giant Frito-Lay
Hopes Premium Potato Chips Will Fatten Sales. COPYRIGHT 2000 American Institute of Food
Distribution, Inc.
CARD Jan 2001, Vol 74, Number 1, Rogers Media
Food & Wholesales Bakery, (2000) Top 20 Potato Chips by Sales in Year Ended 1 / 2 / 2000. Stagnito
Publishing Co, USA.
LNA / Media Watch Multi-Media Service. (1999) Ad $ Summary Jan - Dec 1999.
Media Digest (1999 - 2000) Estimated Cost of Network Comercials: Prime Time 1999 - 2000.
Media Digest (1999 - 2000) Television: General Information
Mediamark Research Inc. (1998) Baked Goods, Snack and Deserts Report Spring 1998.
Nielson Media Research, (1999) Top Programs. TV Basics 1999
O’Guinn et al, (2000) Advertising 2. United States: South-Western College Publishing
Perry, Jack. (1999) Cape Snack Makers Cash in Their Chips. The Cape Cod Times
Snack Food Association (1999), Healthy Increases Seen in 1998 Snack Food
Sales. www.sfa.org
Statistics Canada, CANISM, Matrix 6376, (2000) Population By Sex and Age. Government of Canada
www.fritolay.com (2000), The Story of Frito-Lay Inc.
www.smallfry.ca (2000), The Big Success of Humpty Dumpty Snack Foods. Small
Fry Snack Foods
Holloway, J., 8716 151 Street, Edmonton, Alberta, T5R I8P. (780) 481-1659
42