Advertising RecommendationsKellogg Company, Morningstar Farms

Kellogg’s Morningstar Farms

1. Key Fact: Morningstar Farms offers completely meat-free meals and side dishes that are healthy, quick, and delicious.

2. Consumer Problem the Advertising Will Solve: Consumer wishes to live a healthy lifestyle by eating right but doesn’t want to sacrifice quality or taste in doing so.

3. Advertising Objective: Increase preference of Morningstar Farms meatless products as a healthy and delicious supplement for everyday meals and snacks from 26% to 35% within six months among women ages 18-24 who attend college or are already in the workforce.

4. Creative StrategyA. Prospect Definition

Product Usage: Cooks meals and snacks several times a week; would increase usage if there were healthy and tasty alternatives she could make quickly and easily.

Demographics: Young women ages 18-24; 31% are self-employed and have an individual income under $20,000.

Psychographics: Is a creative, adventurous eater, but strives to maintain her weight; looks for relatively inexpensive, easy to make, low-calorie food to help her. She lives an overall healthy lifestyle, but she is not willing to sacrifice taste or quality in the food she eats.

B. Key Consumer Insight: Busy young woman wants a healthy and delicious way to quickly prepare meals for herself and her friends.

C. Principle Competition: Kraft’s Boca Brand—very similar to Morningstar Farms products; Amy’s Kitchen—already on college campuses nationwide

D. Consumer Benefit (or Promise): Morningstar Farms products are a healthy, quick, and delicious way to nourish yourself and your friends at every meal and snack time.

E. Reason Why: Nutritional, great-tasting, easy and quick

F. Tone: Health-conscious, fun, and simple

5. Mandatories: usual logo and trademark; FDA regulations

6. Creative Strategy Statement: Advertising will convince the busy young woman that preparing meals and snacks with Morningstar Farms products is a healthy, delicious, and easy way to nourish herself because she is health- and weight-conscious, but enjoys good food.

KELLOGG’S MORNINGSTAR FARMS

Full-Page ad

“Grilling Without Guilting”

VISUAL: Head and upper body shot of young woman smiling and putting condiments on her sausage link.

Full body shot of young woman grilling out. Small picture of a box of Morningstar Farms Italian Sausage Links. Image of a sausage link on a fork, image of a grill, various colorful squares.

HEADLINE: Grilling Without Guilting.

COPY:Love grilling out with friends but hate that guilty feeling afterwards? Morningstar Farms

has the answer. Simply substitute pork sausages with our meatless Italian Sausage Links, and

you’ll automatically be eating 66% less fat. Plus, Morningstar was rated #1 in Consumer Reports

for taste and texture in meat alternative products. So go ahead, get your grill on.

LOGO: MORNINGSTAR FARMS

BASELINE: Log on to www.morningstarfarms.com for great recipes hot off the grill!

MANDATORIES: Permission from Consumer Reports to use rating

Delicious Done Right.

Love grilling out with friends but hate that guilty feeling

afterwards? Morningstar Farms has the answer. Simply substitute pork sausages with our meatless Italian Sausage Links, and you’ll

automatically be eating 66% less fat. Plus, Morningstar was rated #1 in Consumer Reports for taste and

texture in meat alternative products. So go ahead, get your

grill on.

Log on to www.morningstarfarms.com for great recipes hot off the grill!

Grilling Without Guilting.

KELLOGG’S MORNINGSTAR FARMS

Full-page ad

“Meatless for Every Meal”

VISUAL: Shot of Cheesy Veggie Sausage Casserole, Club Sandwich, and Chik’n and Broccoli Fettuccini with descriptions underneath on a green background

HEADLINE: meatless for every meal.

COPY:Morningstar Farms offers meatless options for every meal. Whether you’re looking to fix

something quick or having a dinner party with friends, you’re sure to find something healthy and

delicious from Morningstar Farms. For these and other recipes, visit www.morningstarfarms.com.

Breakfast—Cheesy Veggie Sausage Casserole—This simple casserole is the perfect conclusion to

any weekend recreation. It’s a scrumptious, creamy, egg-and-spinach mélange that makes the most

of pantry staples.

Lunch—Club Sandwich—Morningstar Farms Chik’n Patties and Veggie Bacon Strips combine in

a meatless version of this popular sandwich.

Dinner—Chik’n and Broccoli Fettuccini—Stuck in traffic? No time to shop? This pasta entrée,

made with ingredients pulled mostly from the pantry—frozen Morningstar Farms Chik'n Strips,

whole wheat fettuccine, frozen broccoli and seasoned canned tomatoes—puts a premium on

convenience and a great dinner on the table.

LOGO: MORNINGSTAR FARMS

BASELINE: Go Meatless. Go Morningstar.

MANDATORIES: Website to find recipes featured on the ad

meatless for every meal.

BreakfastThis simple casserole is the perfect conclusion to any weekend recreation. It's a scrumptious, creamy, egg-and-spinach mélange that makes the most of pantry staples.

Cheesy Veggie Sausage Casserole

LunchMorningstar Farms Chik’n Patties and Veggie Bacon Strips combine in a meatless version of this popular sandwich.

Club Sandwich

Stuck in traf!c? No time to shop? This pasta entrée, made with ingredients pulled mostly from the pantry--frozen Morningstar Farms Chik'n Strips, whole wheat fettuccine, frozen broccoli and seasoned canned tomatoes--puts a premium on convenience and a great dinner on the table.

Chik’n and Broccoli Fettucini

Dinner

Delicious Done Right.

Go Meatless. Go Morningstar.

Morningstar Farms offers meatless options for every meal. Whether you’re looking to !x something quick or having a dinner party with friends, you’re sure to !nd

something healthy and delicious from Morningstar Farms. For these and other recipes, visit

www.morningstarfarms.com.

KELLOGG’S MORNINGSTAR FARMS

Coupon Dispensing Kiosk

“Morningstar Kiosk”

VISUAL: Green kiosk with Morningstar Farms logo under the screen and at the bottom front of the kiosk.Different images of Morningstar Farms products both alone and used in recipes on the kiosk screen.

HEADLINE: Win Coupons!

COPY: On a Budget? Wanna Be Healthy? Love Good Food? Step Right Up and Play for Coupons!

LOGO: MORNINGSTAR FARMS

PLACEMENT: In lobby of grocery store Next to frozen food section

MANDATORIES: Indicator: Limit One Coupon Per Visit Per Customer

Guess how many calories you can save by

substituting Morningstar Farms products. If you

guess right, you get a free coupon!

On a Budget? Wanna Be Healthy? Love Good Food? Step Right Up and Play for Coupons!

Delicious Done Right.

WIN COUPONS!

Limit One Coupon Per Visit Per Customer

KELLOGG’S MORNINGSTAR FARMS

Taste-testing cart

“Morningstar Taste-Test Cart”

VISUAL: Morningstar logo on green portion of green and white umbrella

COPY: Free Samples!

LOGO: MORNINGSTAR FARMS

PLACEMENT: On or near college campuses, specifically around the quad and near dining halls and libraries

Outside of grocery stores

MANDATORIES: Food vendor’s permit Pamphlets containing Morningstar Farms nutritional information Permission from Food and Beverage Control Permission from potential campuses and establishments FDA Regulations

Delicious Done Right.