bringing wonder back
DESCRIPTION
ÂTRANSCRIPT
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BRINGING WONDER BACKALEX HUGGINS | ALYSIA CHEN | MEHAK CHARANIA | LAUREN LEHAMN | MANRIQUE MEDRANO
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SITUATIONAL ANALYSIS PAGE 1
INTRODUCTION
Wonder Bread’s recent adoption by Flowers
Foods Incorporated gives them a chance to
modernize the traditional American brand into a
relevant classic with a twist. Using an emotional
appeal, our Wonder Bread campaign emulates
the relationship children have with their fathers
and the importance of a father in their life.
We’re bringing the wonder back for the fathers
that grew up eating it, and we can bring that
same experience to their children, sharing the
brand they knew when they were kids, with a
contemporary vibe. Wonder Bread will recreate
these extraordinary moments of their childhood
past with their kids now. Since Wonder Bread
has been recently stripped from the shelves,
there is also an opportunity to re-launch it as a
nationally recognized brand, but as an improved
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barbecuing at a football game or just enjoying a
PB&J for a picnic, Wonder Bread is there making
every moment wonderful.
REASONING
Though the economy is currently in a state of re-
cession and many product categories’ sales are
receding as consumers tighten their belts, bread
is still on the rise. The new USDA food plate has
upped the recommended consumption of whole
grains, pushing the market to mirror these
changes. According to a Neilson report “across
the total U.S., breakfast/sandwich breads grew
the most among the bread subcategories, with
average dollar sales up 1.6%.” With this rise, be-
lieve that it is the optimal time for Wonder Bread
to strike with a fresh campaign.
EXPLINATION
Due to the growing success of the bread cate-
gory, there are a great number of competitors
that rival Wonder Bread. The Pepperidge Farm
brand produces additional famous confections
including Milano’s, Nantucket cookies, Gold-
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make the brand name highly recognizable. The
Pepperidge Farm brand stands for traditional
American family core values reinforced by a
strong history and commitment to quality. They
recently launched an integrated marketing cam-
paign targeted at Pepperidge Farm’s existing
loyal customers to increase the variety of baked
products they adopt with in-store merchandise
displays and personal distribution of coupons.
Another key competitor is Sara Lee, marketed
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Lee describes their goods as “bakery products
that taste delicious, while satisfying a variety
of nutritional needs.” The brand is family cen-
tric, emphases helping others, whole grains,
great taste, and the strength of women, and
integrates all these aspects into their campaign
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Facebook and Twitter.
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SITUATIONAL ANALYSIS PAGE 2
EXPLINATION (CONT.)
The Nature’s Own brand of sliced bread prides itself on freshness, taste, and selection – it is “made with nature’s best ingredients and free of
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SITUATIONAL ANALYSIS PAGE 3
Strengths��$GYHUWLVLQJ�WR�DQ�XQWRXFKHG�WDUJHW�QLFKH���3DVW�FRQVXPHU�OR\DOW\�WR�WKH�EUDQG Emotional attachment ����3DVW�FRQVXPHU�OR\DOW\• Price• Taste��+RVWHVV��SURGXFHU�RI�:RQGHU�%UHDG�LQ�WKH�86��VROG�WKH�FRPSDQ\�WR�)ORZHU�)RRGV�±�DWWUDFWLQJ�QHZ�FRVWXPHUV�IURP�)ORZHU�)RRGV��5HFHQWO\�SURGXFHG�ZLWK�PRUH�FDOFLXP�DQG�YLWDPLQ�'��ZKLFK�LV�HVVHQWLDO�IRU�FKLOGUHQ¶V�JURZWK�
Weaknesses��/DFN�RI�RSWLRQV• Nutritional content in comparison to others��+RVWHVV��SURGXFHU�RI�:RQGHU�%UHDG�LQ�WKH�86��VROG�WKH�FRPSDQ\�WR�)ORZHU�)RRGV�±�GUDZLQJ�DZD\�+RVWHVV�FRQVXPHUV����0RUH�OLNHOLKRRG�RI�EDQNUXSWF\�RFFXUULQJ�WKH�second time
Opportunities• One of the largest food categories in the US �5HWDLO�VDOHV�RI�EUHDG�DQG�EUHDG�SURGXFWV�DUH�H[SHFWHG�WR�UHDFK�QHDUO\�������ELOOLRQ�LQ��������,QFUHDVLQJ�FRQVXPHU�H[SHQGLWXUH�LQ�SURGXFW�FDWHJRU\��&DQ�EH�SXUFKDVHG�XQGHU�WKH�:,&�SURJUDP�LQ�most states ��,QFUHDVLQJ�QXPEHU�RI�IDWKHUV�GRLQJ�JURFHU\�shopping��³7KH�JUHDWHVW�WKLQJ�VLQFH�VOLFHG�EUHDG´• Increased consumption in spread such as jams��)HDVLELOLW\�WR�IRFXV�SURGXFW�GHYHORSPHQW�FRPPXQLFDWLRQV�HIIRUWV�RQ�NH\�FRQVXPHU�DWWLWXGHV�
Threats��&RPSHWLWLYH�EUHDG�PDUNHW��+HDOWKLHU�RSWLRQV�IRU�EUHDG�RQ�WKH�PDUNHW�����*OXWHQ�IUHH��RUJDQLF��ORZ�IDW��HWF���&KHDSHU�JHQHULF�JURFHU\�EUDQG�RSWLRQV���/RFDO�EDNHULHV��&URLVVDQWV��IUHVK�UROOV��EXQV��RWKHU�DOWHUQDWLYHV�to sliced bread• High start-up costs• One of the most mature and saturated IRRG�PDUNHWV�LQ�WKH�FRXQWU\��HYHQ�OHDGLQJ�PDQXIDFWXUHUV�KDYH�VRPHWLPHV�VWUXJJOHG�WR�DFKLHYH�VLJQL¿FDQW�JURZWK
SWOT
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SITUATIONAL ANALYSIS 3$*(��
INTRODUCTION
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media to blatantly get the campaign out. These
will include ads that express our message in
mediums such as newspaper ads, TV commer-
cials, as well as Magazine ads. The fathers who
watch and read about sports and news will learn
that Wonder Bread supports their families and
attempts to make sure that they and their kids
have games (sports) and activities to play with
each other. Thus, print ads and articles about
the sponsorships of a Little League and AYSO
games in magazines like ESPN, Golf Tips, Out-
side, and Newsweek, would highlight to fathers
exactly how Wonder Bread has been involved in
making sure that their kids are active and well.
Articles in newspapers, such as The Wisconsin
State Journal, The Sacramento Bee, Ann Arbor
News, as well as local papers, would also pro-
mote the Father’s Day picnic and festivals that
Wonder Bread is hosting as well as advertising
the brand. The online publications of would
create more awareness of the brand’s events
and activities, and the TV commercials on ESPN,
FOX, CBS, ABC, ABC family, and other local news
channels, would reach fathers who are watching
their favorite team or are catching the nighttime
news.
BILLBOARD ADVERTISING
Living in the suburbs often means commuting by
car to work, school, stores, and soccer prac-
tice, making billboards a great chance for brief
exposures. After conducting primary research
in the form of one-on-one interviews with dads
with children ages 3-12, we found out many of
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children in the car, whether it be taking them
to soccer practice or going on road trips across
the state. With this tactic, we are reaching out
target audience when they are with our indirect
audience. Billboards often become points of fa-
miliarity along a route to work or home, and on
the way to whatever the destination is, the bill-
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of their fun childhood in addition to reminding
them to buy Wonder Bread on the way home.
MEDIA TACTICS
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SITUATIONAL ANALYSIS PAGE 5
BASEBALL SPONSORSHIP
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to each other, cheering on a team with a thou-
sand other fans, attempting to catch the ball,
eating peanuts, a hotdog, or barbecuing as a
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SOCCOR INVOLVEMENT
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becoming just as apparent as their soccer
mom counterparts, and our campaign shows
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SOCIAL MEDIA
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for consumer interaction with brands, it would
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of the brand and to capture the campaign’s
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sharing these fun memories with the world will
generate buzz online about the brand’s return
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MEDIA TACTICS
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SITUATIONAL ANALYSIS 3$*(��
MOBILE ADVERTISING
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CONCLUSION
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MEDIA TACTICS
REFERENCES
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PAGE 8CAMPAIGN BOARD
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BRINGING WONDER BACK
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BRINGING WONDER BACK
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PAGE 12CAMPAIGN DESIGNS
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