Jacob Beck Maja Caye

MaiLei Meyers Hannah Anderson

 Agenda
1. Campaign Objectives + Strategy
2. Background
3. Insights
4. Planning Parameters
5. Target Audience Demographics + Psychographics
6. Meet Eric Smith + Media Habits
7. Media Quintiles
8. Geography + Seasonality
9. Media Recommendation
10. Digital Thematics
11. Media Flowchart of Budget Allocation
12. Budget Breakdown
13. Appendix

2
Campaign Objectives + Strategy

Objectives
▪ Attain 40% unaided awareness of Devour amongst men ages 18 to 34
by December 31, 2018.
▪ Inspire trial
▪ Continue to track traffic and attract customers to devour-foods.com to
join the “Fabulously Forkable Club.”
Strategy
Utilize cable and network TV, streaming,
internet, and digital radio to reach our
target audience.

3
 Sales of the leading single-serve frozen
dinner brands of the United States in
Background 2017 (in million U.S. dollars)

Frozen meals are a $7.2 billion category (2016)

Devour has only been on the market since 2016 and is

new to the industry and has not yet been able to compete
with the longstanding frozen meal chart toppers

Devour brand is owned by the KraftHeinz Company who

also own Weight Watchers Smart Ones which made the
list for the top grossing frozen meal brands in 2017

Kraft and Heinz merged in 2015 and became the 5th

largest food company in the world

4
 5 Cs

Category Company Consumer

▪ Single portion convenience ▪ Brand message differs from ▪ Sport enthusiast
meals competitors: Fun & Tasty ▪ Busy
▪ New brand to frozen meal ▪ Promotes food people look ▪ Socially active
market forward to eating ▪ Take pride in careers
▪ Focus on craveability and taste ▪ Brand developed to make up ▪ Technology reliant and
▪ Shaking up frozen meal industry for underperformance in the connected
with branding category
Culture
Connections ▪ Media ability to go viral
▪ Active posting on social media ▪ Breaking frozen meal health
▪ Incorporates popular culture consciousness
▫ Deadpool partnership ▪ Risque ads drawing attention
▪ Replies to comments received and conversation
on social media ▪ Walks the line of what is
societally considered PC and
has received backlash.

5
Insights

▪ Opportunity to supplement alternate fast food meals

for Devour Frozen Meals.
▪ Opportunity to connect during the morning commute
via audio streaming services.
▪ Opportunity for social media engagement.
▪ Run commercials during prefered TV programs and
sporting events.

6
Planning Parameters

Timeline Psycho + Demo

M18-34, HHI $50k+,
1 Jan 2018 - 31 Dec 2018
Sports-Savvy, Technology
Tune-In

Budget Geography
$35 Million East Central

7
Target Audience Demographics

▪ Male
▫ Customer Base: 56.3%
▫ Index: 117
▪ Ages 18-34
▪ Customer Base: 49.1%
▪ Index: 168
▪ Attended or graduated college
▪ Customer Base: 64.4%
▪ Index: 110
▪ Midwest
▪ Customer Base: 29.4%
▪ Index: 138

8 8
Target Audience Psychographic

▪ Fast Fix Foodie

▪ Technology Tune-In
▪ Sports Savvy
▪ Experience Seeker
▪ Opinion Officer

9
 Psychographics
Fast Fix Foodie Technology Tune-In Sports Savvy Experience Seeker Opinion Officer
▪ I often eat frozen ▪ I try to keep up with ▪ A large portion of my cell ▪ I like to visit casinos for ▪ People say I am expressive
dinners. developments in technology. phone use relates to sports. entertainment. when sharing my opinions with
▫ 7.3% of ▫ 17.3% of customers, ▫ 27.9% of ▫ 39.7% of others.
customers, 116 index customers, 195 customers, 129 ▫ 22.9% of customers,
136 index ▪ I use my cell phone in many index index 125 index
▪ I often snack between different ways to get the ▪ I participate in fantasy ▪ I like to try new things no ▪ My friends and acquaintances
meals. information I need. sports leagues. one else has. look to me to organize our
▫ 27.0% of ▫ 43.4% of customers, ▫ 22.8% of ▫ 10.9% of activities.
customers, 134 index customers, 184 customers, 134 ▫ 12.2% of customers,
112 index ▪ I rely on my cell phone to keep index index 144 index
▪ I eat the foods I like up with news or sports ▪ I am very interested in ▪ I think I am daring and ▪ I am good at convincing others
regardless of calories. ▫ 26.9% of customers, college football. adventurous. to try new things.
▫ 36.8% of 184 index ▫ 31.7% of ▫ 22.9% of ▫ 15.1% of customers,
customers, ▪ The internet has become a customers, 131 customers, 123 137 index
113 index primary source of index index ▪ I talk about things I see on
▪ Eating fast food helps entertainment for me ▪ I am more likely to buy ▪ I like to travel the unbeaten social media/networking
me stay in my budget. personally. products from companies path. websites in face to face
▫ 5.8% of ▫ 16.8% of customers, that sponsor sports teams. ▫ 20.6% of conversations.
customers, 122 index ▫ 6.7% of customers, customers, 132 ▫ 16.6% of customers,
173 index. 128 index index 147 index

10
 Eric Smith
● Age: 25
● Occupation: Business Manager
● Income: $115,000
● Key Interests
○ Using his smartphone to keep up with sports. (176 index)
○ Giving his advice/opinion to others when they are buying new technology. (156 index)
○ Going out to bars/nightclubs/dancing (166 index)
○ Going to comedy clubs
○ Following the National Hockey League (NHL) (170 index)
● Education: Bachelor's in Marketing from the University of Minnesota
Daily Activities
Eric gets up at 6:30 a.m. every morning and watches TV while he gets ready for work. He carpools with his girlfriend, Megan, to streamline the daily commute.
They listen to a variety of radio stations from country to top hits.
At work, Eric bonds with his coworkers by participating in fantasy sports leagues and sharing stories about his fun weekend endeavors. He often gives his
friends and colleagues recommendations for new tech or places to do new activities,
After work and on weekends, Eric prioritizes fun experiences but sacrifices routine fitness and time to make real meals.
All throughout the day, Eric relies on his smartphone for updates on hockey and college basketball scores alongside social media. He’s always plugged in and
looking for his next adventure.
Eric comes home and catches the later end of prime time TV to unwind. He ends his day in bed around 11:30 p.m., browsing on his tablet for new things to do
while planning the rest of his week.

11
 A Media “Day in the Life” of Eric Smith
Morning Prep: 6:30 a.m.
Eric’s day begins. He gets ready for work with
ESPN News on the TV in the background. After a
quick routine, he hops in the car with his girlfriend,
Megan, for a commute filled with iHeartRadio
contemporary hits stations.
Lunch
Eric goes to lunch with his colleagues. At the table,
they all sit on their smartphones and compare
fantasy sports league scores and brackets. On the
drive back to the office, Eric listens to music from his
phone via aux cord to mix things up.
Evening
Eric heads out to a new bar down the street for happy
hour with coworkers. He requests NBC on the big TV so
they can watch the latest MN Wild (NHL) game. Later,
he suggests they catch a movie. Eric browses on IMDB
for movie trivia before it starts.

158 170
124 184 146 186
133 160 179

Morning Afternoon 11:30 p.m.: Unwind + Bedtime

Once back at the office, Eric stops by the news
Eric begins his morning at work by checking some
stand in the lobby and picks up issues of Game
of his favorite websites for tech, sports, and social
Informer and ESPN The Magazine. He works
updates.
through and takes a break before the end of the
day to watch some videos on YouTube about the
new iPhone.
After a busy night out, Eric rolls back into his
apartment and unwinds. While catching a new
episode of Bob’s Burgers, he scrolls through Facebook
on his tablet and looks on Travelocity for a future trip
he and Megan are planning. Then it’s lights out and
resting for the next busy day.

192 165 164

236 199 125 128 204 133 171

12
Media Quintiles

● 42.8% watch four (4) or more hours of TV each day

● 47.0% listen to four (4) or more hours of radio each day
● Heavy internet users

13
 Geography

Objective:
Make sure that our national distribution goals are
being met, while focusing heavier on one region.

Strategy:
We would like to focus our budget on
our consumers who live in the
Midwestern and Southwest regions of
Vertical % Horizontal % Index
The United States.
Rationale:
East Central 15% 22.7% 127
The index number for our target
audience are higher in the Midwest, West Central 17.3% 19.9% 112
compared to other regions of The
Southwest 14.4% 19.6% 110
United States.

14
 Seasonality

JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC

Percent 5% 7.5% 8.6% 9% 9% 9.5% 7.5% 6.5% 11.5% 12.5% 7% 6.5%

Index 60 90 103 108 108 114 90 78 138 151 84 78

Objective:
Push a strong product launch in the
beginning of the year with continued
support in late summer and fall
Strategy:
● Begin advertising on January 11th for our ●
yearly campaign
● More ads produced in May and June to
support our campaign launched and get ready
for the new product launch in the fall
Increase spending in August through
October to account for the launch of
handheld sandwiches to end the year
● No spending in November or
December

15
Media Recommendation

16
Television - Network

$7,803,750.00 - 22.3% Budget

Role: Mass Reach Vehicle to garner immediate Awareness increase
▪ ABC
▫ Jimmy Kimmel Live! watched, 162 index
▫ NBA regular season games, 142 index
▫ The last Country Music Awards watched, 165 index
▪ NBC
▫ The Tonight Show Starring Jimmy Fallon, 155 index
▫ Regularly watches Saturday Night Live, 131 index
▫ NFL preseason games, 149 index
▪ Fox
▫ Family Guy watched, 191 index
▫ Brooklyn Nine-Nine, 216 index
▫ Fox Sports Saturday, 141 index

17
Television - Cable + Streaming

$19,843,750.00 - 56.7% Budget

Role: Mass Reach Vehicle to garner immediate awareness increase, strong contextual
opportunities, delivering to light/non-traditional TV audiences with streaming.
▪ Sports
▫ NFL Network, 152 index
▫ NHL Network, 154 index
▫ ESPN Channels: ESPN, 128 index; ESPN News, 133 index; ESPN2, 133 index
▪ Adult
▫ MTV, 190 index
▫ Adult Swim, 164 index
▫ FX, 157 index
▪ Streaming
▫ Hulu Plus (monthly fee), 181 index
▫ Website/app from cable/satellite provider, 183 index

18
Digital - Audio Streaming, Social, Site Direct

$7,325,000.00 - 20.9% Budget

Role: Mass Reach Vehicle for an immediate increase of awareness. Can
target multiple parts of Eric’s routine all in one day.
▪ Audio Streaming
▫ iTunes Radio, 171 index
▫ iHeartRadio, 170 index
▪ Social
▫ Facebook, 133 index
▫ YouTube, 125 index
▪ Websites
▫ CNET.com, 192 index
▫ NFL.com, 165 index
▫ IMDB.com, 186 index
▫ ESPN.com, 146 index

19
 Communication Levels & Timing

Reach Frequency
Reach Frequency TRPs Timing
Dynamics

Heavy Weeks 42 2.9 120 Introductory &

# Weeks: 13 Emphasis Weeks

Medium Weeks 37 2.3 85 Strong Sustaining

# Weeks: Presence

Normal Weeks 30 2.0 60 Sustaining Presence

# Weeks: 10

20
Digital Thematics

21
 Connecting with Consumers to tell the Brand Story

Intent to Eat
Consumer Pique Interest Plan + Shop Share + Enjoy
Motivate with
Mindset Create Awareness Motivate Trial Social Promotion
Convenience

Connect +
Content Engage in
Communications Announce Engage with
Promoting Moments of
Task the Launch
Ease + Variety Decision

Key Channels

22
 Digital Plan Framework
Partner
Strategy Tactic Audience Creative Units Budget ($000) KPIs
Consideration

Contextual
Utilize high profile unit
intercepts via
takeovers and Banners, Pre-Roll
sponsorships to
sports and Men 18 - 34
Video, Custom Units $1,710
information
create awareness.
platforms.

Capture audience Banners, Pre-Roll

Site direct Men 18 - 34
looking for a quick, Video, Custom Units
$2,040 Awareness lift
convenient fix. (Nielsen), impressions,
reach, engagement,
sales
Analyze data to Male
improve upon results Busy Banners, Pre-Roll
Programmatic
and understand the
audience targeting
Sport Enthusiast Video, Custom Units
$1,410
most responsive Technology Driven
brands.

Total $5,940

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 Consumer
Opportunities
Mindset

● Landing page will garner attention when

he’s looking for game dates and score
updates
Interested ● Announce new product launch with
homepage takeovers Recommended Site Direct:
● Game day meal prep articles: Devour, an
easy alternative for a casual get together
● Sponsor recap videos and play-by-plays
● In-store keywords involve “winning” and
“losing,” etc.

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Contextual Partnerships

Consumer Mindset
Media Experience
Orientation

Strategy:
● Emphasize Devour brand on advertising networks that
Sports align with these contextual themes

Rationale:
● The psychographic components of our target audience indicates
Humor higher indices for these interests:
● Thinks of themselves as funny, witty, humorous or amusing, 125 index
● Enjoys planning and executing social activities, 144 index
● Often goes out to bars and nightclubs, 166 index
Social Activities ● Regularly participates in fantasy sports leagues, 184 index
● Enjoys and often participates in tailgating, 207 index
● Likes TV commercials that make him laugh, 112 index

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Programmatic Intercepts

Consumer Mindset Daily Life Experiences of Consumer

Male ● Active social and entertainment lifestyle

○ Likes to organize social activities, 144 index
● Avid sports fan, not so avid sports participant
○ Doesn’t take as good of care of self and health due
Busy
to busy lifestyle, 123 index
○ Uses smartphone to check up on sports, 176 index
● Cooking and meal preparation aren’t priorities
Sport Enthusiast ○ Prefers fast food to home cooking, 136 index
● Smart devices reign supreme
○ Uses cell phone to connect to social world, 152 index
Technology Driven

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 Recommended Partner
▪ 15% of customers, 171 index
▪ Mobile and web :30s audio ads
Place your screenshot ▪ Custom sponsored listening
here
▫ Temporary uninterrupted listening
time in exchange for direct
engagement
▪ Time-targeted spots: dinner + late night

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 Social Intercepts & Promotion

Consumer
Media Experience
Mindset

Facebook
● Boosted campaign ads to people who like your page
● Retargeting of people who have visited our website
● Friends of people who like your page
Interested

YouTube
● Video ads to promote our “Fabulously Forkable Club” and the launch of the
new microwaveable sandwich marketed to our affinity audiences

28
Consumer Journey Insights
Fast paced males on the go. Not
afraid to supplement their
Awareness nutrition for ease of access and
taste
Our target audience wants a meal
Consideration that will taste good for a cheap
price, regardless of health
Audience prefer brands with a
Preference fun and light hearted voice
Our audience connects with our
Action brand and now going to the store
to seek out Devour
Our consumer engages with our
many different products and only
Loyalty has eyes for Devour when it
comes to frozen meals
Our audience is tech savvy, we
Advocacy want them to engage/share our
social content
Tasks to Solve
Make consumers aware of
coupon deals and our new
sandwich launch throughout the
year
Convince consumers our meals
are the tastiest frozen meals on
the market
Define our unique brand tone in
Search and organic traffic to our
messaging to relate to our target
audience more
Persuade our experience seeking
audience to try Devour because it
is unique in its category of frozen
meals
Membership in “Fabulously
Forkable Club” or coupons that
encourage returning customers
Devour must find a way to
Social media followers and social
engage with its customers
through their social tone
29
KPIs
Web impressions, mentions in
social media and blogs
Traffic to website and
engagement with advertising
website
Sales of Devour new products
launched
Numbers of coupon usage and
number of members in
“Fabulously Forkable Club”
metrics
Key Touchpoints
Digital and TV metrics
Devour website and relevant
blogs mentions
Continue to curate our unique
brand voice and interact with our
consumers more on the web
Sales involving coupons
Monitor and analyze membership
and social mentions to track
progress
Social media platform mentions
and reviews on our various
platforms
Media Flowchart of Budget Allocation

30
Budget Breakdown

Channel Targets Budget

Cable: NFL Network, NHL Network, ESPN, MTV, Adult

Television Swim, FX $15.6 Million
Network: ABC, NBC, Fox

Digital ESPN.com, IMDB.com, CNET.com, NFL.com $6.8 Million

Audio: iTunes Radio, iHeartRadio

Streaming $12.4 Million
Video: Hulu Plus, Cable Provider sites/apps

Other Social, Events, Coupons, Promotions $200,000

Total $35 Million

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THANKS!
ANY QUESTIONS?

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Appendix

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 Flowchart Budget Breakdown
Streaming Pre-Roll Audio MONTHLY
Television Sponsorship Site Direct Contextual Programmatic Search Ads
Video Ads Streaming TOTALS
January 1,650,000 1,120,000 0 0 180,000 180,000 150,000 80,000 40,000 3,400,000
February 3,300,000 1,120,000 0 0 180,000 180,000 150,000 80,000 40,000 5,050,000
March 412,500 1,120,000 0 0 180,000 180,000 150,000 80,000 40,000 2,162,500
April 950,000 1,400,000 200,000 60,000 180,000 90,000 70,000 35,000 40,000 3,025,000
May 950,000 1,120,000 200,000 60,000 180,000 90,000 70,000 35,000 40,000 2,745,000
June 950,000 1,120,000 200,000 60,000 180,000 90,000 70,000 35,000 40,000 2,745,000
July 1,275,000 1,400,000 0 0 180,000 240,000 200,000 180,000 40,000 3,515,000
August 1,445,000 1,120,000 0 0 120,000 240,000 200,000 180,000 40,000 3,345,000
September 2,890,000 1,400,000 0 0 120,000 240,000 200,000 180,000 40,000 5,070,000
October 1,785,000 280,000 0 0 180,000 60,000 50,000 20,000 40,000 2,415,000
November 0 280,000 0 0 180,000 60,000 50,000 20,000 40,000 630,000
December 0 560,000 0 0 180,000 60,000 50,000 20,000 0 870,000
MEDIA BUDGET
15,607,500 12,040,000 600,000 180,000 2,040,000 1,710,000 1,410,000 945,000 440,000
TOTALS TOTAL
34,972,500

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 Impressions Breakdown
TOTAL
IMPRESSIONS
TRPs (Digital) (000)
Streaming Audio
Television Video Sponsorship Pre-Roll Ads Site Direct Contextual Programmatic Streaming
January 200 40 0 0 7,200 18,000 50,000 2,667
February 400 40 0 0 7,200 18,000 50,000 2,667
March 50 40 0 0 7,200 18,000 50,000 2,667
April 100 50 2,778 3,333 7,200 9,000 23,333 2,667
May 100 40 2,778 3,333 7,200 9,000 23,333 2,667
June 100 40 2,778 3,333 7,200 9,000 23,333 2,667
July 150 50 0 0 7,200 24,000 66,667 2,667
August 200 40 0 0 4,800 24,000 66,667 2,667
September 500 50 0 0 4,800 24,000 66,667 2,667
October 200 10 0 0 7,200 6,000 16,667 2,667
November 0 10 0 0 7,200 6,000 16,667 2,667
December 0 20 0 0 7,200 6,000 16,667 0
MEDIA
TOTALS 2,000 430 8,334 9,999 81,600 171,000 470,001 29,337

35