CAMPAIGN BRIEF – July & August 2017

Winter Warmers

Indulgent Dessert Range

INDEX

4. Campaign Overview & Objectives

5. July FOM: Nutty Salted Caramel

7. August FOM: Praline Loves Cookies

9. Promotional POS Material

9. Local Store Marketing Support

10. July Tactical Promo: $3 Pump Water

11. Additional Marketing Materials

12. Correct POS Dipping Cabinet Placement

13. Winter Warmers Product Information

16. Winter Warmers Job Aids

18. Current Voucher Reference Guide

19. Social Media Calendars

21. Maitre’d POS Screen Update

22. POS Allocation Checklist

23. Program Overview

CAMPAIGN OVERVIEW

During the months of July and August, we will highlight the Baskin-Robbins Indulgent Sundae dessert range. This range, including the Chocolate Brownie and Sticky Date Pudding, will now also include the recently released Chocolate Molten Cake as well as our Classic Belgian Waffle, featuring new Maple Syrup.

It is a well-researched topic that colder months drive indulgent eating and treats. By promoting the Indulgent Sundae category during the cooler months, we highlight to our guests, both loyal and new, that ice cream can be enjoyed anytime of the year. This product category provides guests with delight and surprise, giving them another reason to purchase from Baskin-Robbins. This also helps to increase our variety of product offerings, thereby keeping our menu exciting and newsworthy for our guests. Additionally, during the month of July to drive ATV and water sales, we will be running a Tactical Promotion with $3 Pump Waters. More details are included in the following campaign brief.

OBJECTIVES

Drive New & Repeat Traffic ✓ Compete on Differentiation ✓ Promote Multiple Flavours

Positioning: Indulgent Sundaes should be promoted as the perfect indulgence to enjoy during the cooler winter months. The Chocolate Molten Cake and Belgian Waffle featuring NEW Maple Syrup should be highlighted as new news for the category, driving guest excitement and engagement to try these new product offerings.

So encourage your guests to try one of the Indulgent Sundaes with

any of their favourite flavours today!

Maintain Loyalty by Offering Variety

July FOM: Nutty Salted Caramel

Salted Caramel Ice Cream with almond brittle pieces, swirled with a salted caramel ribbon. Flavour Pairing: Pralines ‘n Cream

Featured Upsell/Menu Extension Opportunity:

Nutty Salted Caramel Sundae: Two scoops of Nutty Salted Caramel ice cream topped

with hot fudge, whipped cream, diced almonds and a cherry.

*Full ingredient listing and nutritionals are available on our website: http://www.baskinrobbins.com.au/ice-cream/view/flavour-of-the-month

July Flavour of the Month POS Materials

FOM Flavour Strip

FOM Dipping Cabinet Decal

August FOM: Pralines Love Cookies

Salted caramel ice cream with praline pecans and vanilla crème with cookie pieces swirled together with a salted caramel ribbon. Flavour Pairing: Gold Medal Ribbon

Featured Upsell/Menu Extension Opportunity:

Pralines Love Cookies Sundae: Two scoops of Pralines Love Cookies ice

cream topped with hot fudge, whipped cream, diced almonds, and a cherry.

*Full ingredient listing and nutritionals are available on our website: http://www.baskinrobbins.com.au/ice-cream/view/flavour-of-the-month

August Flavour of the Month POS Materials

FOM Flavour Strip

FOM Dipping Cabinet Decal

PROMOTIONAL POINT OF SALE MATERIAL

Local Store Marketing Support

To provide further support for the National Promotion, we are providing each store with

500 Business Card sized vouchers to be distributed at the local level. The vouchers are valid

for one FREE Kid’s Scoop with any Winter Warmer’s purchase, until the end of August.

Suggested Distribution Methods:

- Team members should use as an in-store bounce back, encouraging a return visit.

- Distribute at local schools, sporting clubs, fetes and community events, building local

awareness.

- Pass out within your shopping centre and to local businesses, developing a

connection within your area.

2 x Double Sided Posters

Die Cut Dipping Cabinet Header

July Tactical Promotion

$3 Pump Water

Encourage Upsell & Drive ATV!

• Promotion is for a limited time only: 1 July – 31 July

• 1 x FREE Case of Pump Water will arrive to stores in the week.

o Stores not purchasing through Coke will not receive FREE case.

Contact Shay-lee with any concerns.

• Point of Sale Material to encourage awareness: o Coke Fridge Decal o Double Sided Bottle Neck Tags (20 per store)

**Bottle Neck Tag is reversible. Once PUMP Promotion

has ended, please use the $2 Mt Franklin with any ice

cream purchase offer on the other side (August –

onwards). **

Coke Fridge Decal

Double Sided Bottle Neck Tag Neck Tags: Please put display bottles in a

prominent location on the counter

Additional Marketing Materials

In addition to the materials for the National promotion, you will also

find the following components in your Pack Up:

Waffle Cone Display Decal

This decal takes guests through the Baskin-Robbins experience, and provides

team members a chance to upsell them to our BIG SCOOP, Waffle Cone and

Toppings. Make sure to encourage your team members to utilise the decal as

reference tool when speaking with guests.

Customise Your Cake

Updates to the Cake Freezer Decal and the Dipping Cabinet Decal have been

made, including showcasing our current toppings range as well as the available

Baskin-Robbins logo embossed chocolate plaques.

Correct POS Placement on

Dipping Cabinets

Cake Freezer

Decal

Dipping

Cabinet Decal

Winter Warmers Product Information

COGs

Maple Syrup

• Each store will be auto issued one 3 ltr Trisco bottle of Maple Syrup

by 26/5/17 ($14.50 +gst/bottle).

• Stores will also be auto allocated 1 syrup pump at $4 each (excl

GST).

• Pump fits perfectly into the maple syrup bottle for use.

• Syrup can be reordered through Superior using code 099099

Maple Syrup Nutritionals Maple Syrup Ingredients:

Sugar, Invert Syrup, Water,

Flavour, Vegetable Gum

(466), Preservative (202),

Colour (150d), Salt, Food Acid

(330).

Dessert TOTAL COGs RRP Incl RRP Ex GST Margin $ Margin %

Belgian Waffle with NEW Maple Syrup 2.32$ 7.90$ 7.18$ 4.86$ 67.7%

Chocolate Molten Cake 3.68$ 8.90$ 8.09$ 4.41$ 54.5%

Sticky Date 3.20$ 8.90$ 8.09$ 4.89$ 60.4%

Choc Brownie 2.42$ 8.90$ 8.09$ 5.67$ 70.1%

Belgian Waffle

Chocolate Molten Cake

Sticky Date

Choc Brownie

JOB AIDS

Current Voucher Reference Guide

The Voucher Reference Guide (located at the back of your Pink Book)

and POS have been updated to reflect the current Partner offerings.

JULY SOCIAL MEDIA CALENDAR

Facebook

Instagram

August Social Media Calendars

Facebook

Instagram

POS SCREEN UPDATES

ALLOCATION CHECKLIST

Please check that you have received all the following materials:

Item Qty Per Store Received:

1aJuly Pink Book 1

1bAugust Pink Book 1

2Campaign Brief 1

3FOM Materials: Nutty Salted Caramel

3aFlavour Strip 1

3bCabinet Decal 1

4FOM Materials: Pralines Love Cookies

4aFlavour Strip 1

4bCabinet Decal 1

5Winter Warmers

5aDipping Cabinet Header 1

5bDouble Sided A1 Poster (Belgian Waffle/Choc Brownie) 1

5cDouble Sided A1 Poster (Choc Molten Cake/Sticky Date Pudding) 1

5dA4 Laminated Job Aid - Belgian Waffle & Choc Molten Cake 1

6Tuxedo Cakes

6aDipping Cabinet Decal 1

6bCake Freezer Decal 1

7Pump Tactical Promotion

7a$3 Pump Dipping Cabinet Decal 1

7bDouble Sided ($3 Pump/$2 with Purchase Mt Franklin) Bottle Neck Tag 20

8MISC

8aUpated Waffle Cone Display Decal (Choose Your Flavour/Scoop/CuporCone) 2

8bLSM: FREE Kid's Scoop with Winter Warmers Purchase 500

July & August 2017 Promotional Items Requirement List

PROGRAM OVERVIEW

Please ensure ALL of your team members are aware of the new

promotion and have read this document. They need to be aware and

confident to talk to guests about all aspects of the promotions.

All staff should sign off and confirm they have read and understand this

Campaign Brief and are aware of how all elements are to be

sold/merchandised.