Herr’s Potato Chips1

Executive Summary • The Herr’s campaign is striving to familiarize it’s

target audience with the brand. Herr’s has been known as a hometown favorite, however lacks brand awareness.

• Focuses on/recognizes “the everyday hero” and encourages making a positive impact throughout communities.

• $10 million budget, lasts for three months and will consist of social media tactics, print advertisements, outdoor advertising and a commercial.

2

Goals and Objectives• Goals

• Increase brand awareness• Create a brand concept that separates Herr’s

from competition• Objectives

• Effectively and directly reach target audience through social media

• Increase follower base

3

Herr’s ConsumersWomen

Graduated High

School

25-34$50,000

-59,999

North Eastern

4

Gender

Region Education

AgesHHI

Primary Consumers

Cited from Mintel and MRI+

Herr’s Consumers

5

Target Consumers

Cited from Mintel

Millennials

Buys snack products to replace meals,

facilitating on-the-go lifestyle

Buys snack products as a mood booster

Herr’s health initiative helps eliminate health risks when snacking as a meal replacement

Herr’s charitable actions help consumers feel more satisfied in purchasing a product as they are contributing to a greater cause

Competition

6

Market Overlook

Cited from Mintel

Competition Brand Information• Founded in 1961 and Owned by PepsiCo.• Consumes 46.7% of Potato Chip Market

• 2014 Revenues: $14.5 Million• 2014 Profit: $4 Million

• Carries a variety of chip styles including regular, baked, kettle cooked, and “Staxs” while also exploring classic and exciting flavor options

MarComm Information• Utilizes Twitter, Facebook, Instagram and YouTube with

over 2.5 million followers combined. • Total Ad Spend in CY 2014: $17,515,142• Advertising primarily through Cable Television (85.8%)7

Frito-Lay

Cited from Frito-Lay and Redbooks

MarComm Messages

8

Recent Message Outlet

Kettle Bowl Twitter, Facebook

“Forever Good” Commercial YouTube, Television

“Live Life With Flavor” Commercial YouTube, Television

Analysis: Herr’s MarComm messages are inconsistent amongst all of their social media platforms. There is no consistent message or brand concept across all platforms.

Social MediaSocial Media Outlet Herr’s Lays

Twitter 1,544 followers 396,000+ followers

Facebook 103,079 likes 6,834,133 likes

Instagram None 111,000+ followers

YouTube 217 subscribers 14,110 subscribers

9

Analysis: Lays is a larger brand and has a larger reach than Herr’s; however, with Herr’s being located in the Northeast region, they have the potential to reach 56,283,891 people (US Census) yet their social media numbers do not reach even a fraction of that. Herr’s, in comparison to competition, lacks any social media presence.

Problems• Lacks any

consistent message, making it hard for the brand to be recognized.

• Lacks strong social media presence and content

Opportunities

• Complete flexibility repositioning the brand

10

SWOT Analysis

Primary Target • College students ages 18 – 24

• Buying product for on-the-go convenience and mood boosting quality

• Secondary ages 25 – 34 • Primary consumers and household shoppers

11

Primary Research• Focus Group

• Focus group with audience members ages 20-23 (Primary target audience)

• Participants were asked about social media and advertising

Positives NegativesEnjoys Storytelling and testimonials (things that speak to audience members)

Facebook as a platform (“Feels like an overload of advertisements”)

Ads that are related to their lifestyles

Many do not follow food brands

Social media channels that feel like a personality

Ads circulated best through friends

Food based advertisements

12

Strategic DirectionPositioning

• Embody Herr’s as a positive-impact brand

Brand Personality: The Super HeroCreative Strategy • Through charitable actions, Herr’s is the “Super Hero”

of the snacking industry. • Encourages consumers to strive to be Super Heroes in

their own communities.• Resonates well with target audience through up-beat

story-telling

13

Campaign“Be A Herro” (#BeAHerro)

• Encourages audience to participate in acts of kindness

• Ads revolve around displaying random acts of kindness, and showing the positive impact it can have on individuals and communities

Tagline:“Share a smile, be a Herro”

14

Media Strategy Social Media• Publish commercial on YouTube• Push out campaign, commercial and print ads

on Facebook and Twitter by encouraging feedback and conversation with followers

• Encourage consumers to share their personal hero stories by utilizing the hash tag #BeAHerro

• Select stories will be published on the back of the product packaging

15

Media StrategyTraditional• Publish 30 second TV spot • Distribute outdoor ad on college campuses

(bus stops, buses, billboards) • Distribute 3 versions of print ads in

magazines

16

17

18

19

20

Television Spot

21

Expectations • One Month• Increase follower base by 25%• 3,000 views on YouTube• Three Months• 40% follower increase• 5,000 views

22

THANK YOU!

23