Compiled by: FIVE Inc.
Bethany Cawker, Alex Peco, Zoey Ross, Muskan Sandhu, Rebecca Thachil
23 November 2011
Introduction
Client: Doug Ridge, COO, Equilibrium Foods
Contact Information
Email: DRidge@EquilibriumFoods.com
Responsibility for sign off: Brock Furlong, President & CEO; Doug Ridge, COO
Implementation Date: January 2012
This brief covers the development of 12 monthly newsletters, as one component of a larger marketing effort that includes the client’s web advertisements, video media and other promotional emails.
Equilibrium Foods owns the food license for Janet and Greta food products, as well as 42nd
St. Grille (distributed in the U.S.). Equilibrium is trying to increase sales of Janet and Greta's products Canada-wide. These products were developed by Janet and Greta Podleski, authors of four best-selling cookbooks and hosts of Eat, Shrink and Be Merry! on Food
Network Canada. Janet and Greta currently produce chicken burgers, sausages, and newlylaunched fresh soups as their product line.
Market Information
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 Equilibrium expects sales of 2011 to total from $4-6 million
 Currently, products are sold only through Costco. Chicken burgers and sausages are available year-round in Western Canada (BC, Alberta, Saskatchewan, Manitoba).
Soups are available from September to April in Western Canada. Chicken burgers are available from April to September in Eastern Canada (Ontario, Quebec, Nova
Scotia, New Brunswick, PEI, Newfoundland).

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Brand Profile (Janet and Greta)
Janet and Greta Podleski are two sisters from St. Thomas, Ontario who authored 4 bestselling cookbooks and are hosts of Food Network Canada’s Eat, Shrink and Be Merry! Their branded products are consistent with the message delivered by their other materials: that eating healthy can be fun and delicious. Janet and Greta use their sisterly bond and purposely cheesy sense of humour as main selling points for all their products. Their faces are familiar to many Canadian women, so their products often include photos of the sisters.
Products also include detailed nutritional info so as to create a sense of honesty and transparency.
Competitor Analysis
 Ready-to-eat food brands: PC, Maple Leaf, SunPeak Foods, White Spot, Flamingo,
Jane's, High Liner, Amy's Organic, Guiltless Gourmet, M & M Meats, Stouffer's,
Michelina's, Eating Right, Imagine and Nile Spice
 Health-oriented, ready-to-eat food brands: PC Blue Menu, Con Agra Foods,
Campbell’s, and Healthy Choice (soups and entrée)
 Health food brands found at Costco: Lean Cuisine and Healthy Choice
Target Audience
Demographics
Psychographics
Geographic
Primary Target Market
 Female
 25-55 years old
 Mid-Income
 Any Type of Education
 Family-Oriented
 Health-Conscious
 Busy and Active
 Will not sacrifice taste when buying healthy food. Wants a balance between taste, health and convenience
Ontario and BC
Secondary Target Market
 Female
 19-25 years old
 Low-mid income
 Post-secondary education
 In post-secondary school or just entering work force; does not have much time to cook
 May be a young mother
 Health-Conscious
 Busy and active
Ontario and BC

Market Threats
 Demand for organic products and vegetarian products is on the rise
 Ready-to-eat products are still not considered as healthy as home-cooked meals
 Bigger brands are on the market
Market Opportunities
 No other brand can provide ready-to-eat chicken products at the cost at which J&G sell their chicken products
 There is a rise in demand for ready-to-eat, convenient products
 Janet and Greta products are healthier as compared to other ready-to-eat products
 Janet and Greta is already a well-known Canadian brand and has a substantial number of fans
Problem
Equilibrium Foods wants to increase its sales of Janet and Greta products Canada-wide.
Right now, the products are only available in Costco, a grocery store that requires a membership. The products are also seasonal: Janet and Greta's chicken burgers are only available from April to September in Eastern Canada’s Costco stores, as the store must make room for high-demand seasonal products.
Positioning Statement
"At Equilibrium Foods, we have a passion for great tasting food! Our strength and core competency is our ability to create foods with strong nutrition profiles that people will
ENJOY eating. Through our network of manufacturing facilities across North America, we are able to offer today’s health conscious consumers great products at very competitive prices. " Janet and Greta’s products operate under this positioning.
Communication Objectives
 Inform the target market of Janet and Greta’s upcoming contests and events, including online polls/promotions, Janet and Greta’s appearances at book signings or public events, and the addition of new exclusive recipes or videos to their
YouTube channel
 Inform the target market that Janet and Greta, a widely-recognized and trusted
Canadian brand, have a line of prepared foods available in Costco stores
 Inform the target market of Janet and Greta’s positioning as tastier than leading ready-made food products, plus healthier and just as convenient
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 Inform the target market that Janet and Greta have food products appropriate for every season (for example, soups for winter and burgers for summer)
Advertising Objectives
 Increase sales by 40-60%
 Increase awareness of Janet and Greta’s food products
 Draw target audience to Janet and Greta’s social media channels and website
Creative Objectives
Keep Janet and Greta’s mailing list participants updated on current events and contests surrounding the Janet and Greta brand, in order to build brand resonance and increase sales of food products. Include information on each of Janet and Greta’s products: their cookbooks, TV show and food products. Communicate to consumers that Janet and Greta foods are prepared, packaged foods intended to make at-home cooking easier and tastier.
Create an image in the consumer's mind of J&G products as "top-of-mind", healthy, tasty and easy-to-prepare.
Creative Strategy
The monthly newsletter will inform consumers that Janet and Greta Podleski, authors of four best-selling Canadian cookbooks and hosts of Food Network Canada’s Eat, Shrink and
Be Merry! are creating fun and interactive experiences for their fans, through special appearances, contests and online polls. The newsletter will include a section devoted to their line of food products, but it will be slightly differentiated from the promotional emails distributed in April to September that focus entirely on the food products. The newsletter will incorporate familiar brand elements so as to attract current fans of Janet and Greta’s brand, while using bright colours and light-hearted messaging to appeal to consumers who previously signed up for Janet and Greta’s mailing list, but have forgotten about the brand.
The newsletter will inform consumers of a particular seasonal product on Costco shelves, and provide links to all of Janet and Greta’s social media channels. Key benefits of the food product will be briefly outlined, and all messaging will be aligned with Janet and Greta’s positioning as a brand focused on taste, health and convenience.
Creative Execution
 Create 12 emailed newsletters, distributed monthly in 2012. Each newsletter will outline one main feature (which may be a special contest, poll, promotion or event for that month). Each newsletter will also provide information about Janet and
Greta’s cookbooks, TV show and food products. Links to all social media channels will also be provided.

Main Feature of Newsletters (by month):
Jan – Introductory Newsletter: “Make us your New Year’s Resolution!” Focus on making viewers aware of all of Janet and Greta’s products and web channels.
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Feb – Subscribe to Janet and Greta’s Youtube channel and get exclusive Valentine’s Day recipes.
Mar – Fan poll; introduction of 2 new recipes.
Apr – Contest: What’s your personalized healthy Janet and Greta burger? Like us on
Facebook and share your photo of your personalized burger. Winners will end up on blog
(posted monthly over burger season til July)
May – Contest for beginner cooks: Like us on Facebook and share your story of what you and your mother do for Mother’s Day. You and your mom could win Janet and Greta aprons.
Jun – Contest: Like us on Facebook and share your stories of your husband’s, father’s, grandfather’s or brother’s experiences cooking Janet and Greta’s products! Winners will end up on blog (posted throughout June)
Jul- Canada Day BBQ event in BC. Janet and Greta will be cooking sausages and chicken burgers. Social media will build anticipation for this event, and host footage from the event.
Aug- Fan poll; introduction of 2 new recipes.
Sep- Back to school quizzes: Test your knowledge! Health/Nutrition quiz once a week on
Facebook for the month of Sep. At the end of the week, quizzes will be followed up with answers.
Oct - Oktoberfest event in KW. Possibly put Janet and Greta on a float or in a sampling booth (or could just have sampling booth for J&G products, without their presence). Social media will build anticipation for this event, and host footage from the event.
Nov - Janet and Greta for Movember, for men’s (and women’s) health. Month of good will: for every picture fans post of their family enjoying a Janet and Greta product, Janet and
Greta donate a dollar to cancer research.
Dec - Janet and Greta’s all-in-one Christmas dinner: multiple videos instructing people on how to make a full Christmas dinner, Janet and Greta style (tasty and healthy).

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 The budget for each monthly newsletter is approx. $130; the annual budget totals
$1560 (Determined by pricing of the following services: Constant Contact 12-month pre-pay plan, Vertical Response, IContact). The typical e-mail open rate is 25% for
Business-to-Consumer emails; the typical e-mail click-through rate is 10-20%.
 Newsletters will be created in-house by StryveGroup.
 Newsletters will be distributed to every email address on Janet and Greta’s mailing list, which users can sign up for on their website.
 Each newsletter will feature Janet and Greta’s “signature” logo, and incorporate their recognizable brand elements to ensure the brand looks familiar and attractive to consumers.
 The tone of the newsletters’ messaging will be aligned with Janet and Greta’s personalities: light-hearted, warm, fun, feminine.
 The newsletters will encourage consumers to visit Janet and Greta’s social media channels (Facebook, Twitter, Youtube, and janetandgreta.com) by featuring the social media logos and website URL.

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Monthly newsletter will be sent to every member of Janet and Greta’s mailing list, which users can sign up for on janetandgreta.com. They will be sent from January to December
2012.
This copy is for the first monthly newsletter, sent at the beginning of January 2012.
Useful sites: www.equilibriumfoods.com www.janetandgreta.com
Name of Sender:
Janet and Greta
Subject Line:
January Newsletter: Make Us Part of Your New Year’s Resolution!
Appearance of Newsletter:
The following elements must be instantly visible once the reader opens the email:
 Janet and Greta’s signature colours (recently implemented for their new cookbook and renovated website): sky blue, orange, dark brown
 A recent photo of Janet and Greta (may be professional or perhaps casual, if fitting with subject of the newsletter)
Headline:
Here’s to a Happy and Healthy Start to the New Year!
Introductory Paragraph:
1 Jan 2012
Hello everyone!
Happy New Year! We’ve been hard at work planning fun events, contests and recipes for the upcoming year. This newsletter will appear in your inbox every month, and will keep you updated on all the fun stuff happening on our website, blog and social media! We’d love to hear your opinions and your stories – participate as often as possible! We promise to respond!
All the best for a fantastic New Year full of good food, good health and good fun!
(At the end of the paragraph, insert Janet and Greta’s “signature” logo as seen on their food packaging and website).

Promotional “Boxes”: these will be boxed-in sections that promote separate aspects of
Janet and Greta’s brand. The physical arrangement of these, or any alternative ideas, is left open to designers
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Text Under Promotional “Boxes”:
Stay Tuned for Romantic Valentine’s Day Recipes in February!
1.
Food Product Promotion Box
Include:
 Picture of Tuscan-style Tomato Soup as background
 Small embedded picture of Janet and Greta as seen on food packaging
 Header: Make Us Part of Your New Year’s Resolution!
 Text: Tuscan-Style Tomato o Source of Fibre o Gluten Free o Kettle Cooked o No Preservatives
 Small text at bottom: Available Sept-April in B.C., Alberta, Saskatchewan and
Manitoba. Available at Costco Canada.
2.
The Looneyspoons Collection Cookbook Promotion Box
Include:
 Header: Janet and Greta’s 4 th Canadian Best-Seller! Pick up a copy today!
 Picture of Janet and Greta’s new cookbook, The Looneyspoons Collection
3.
Website Promotion Box
Include: Picture of website’s main page as Background
Header: Visit Our Website!
Text:
 Videos
 Recipes
 Blogs
 Our Story
 Plus a Whole Lot More!
Social Media Links:
Like us on Facebook! (“Facebook” can be replaced with the Facebook “F” Logo, and will be a link to www.facebook.com/janetandgreta)
Follow us on Twitter! (“Twitter” can be replaced with the Twitter Logo, and will be a link to www.twitter.com/janetandgreta)
Visit our website! (“website” will be a link to www.janetandgreta.com)