kingsford charcoal mock pitch
DESCRIPTION
Mock advertising campaign pitch I led for Kingsford Charcoal during a Fall 2012 Advertising Campaigns class at New York University.TRANSCRIPT
Kingsford Charcoal �Quality is Kingsford
JBEL New York
AGENDA 1
Marketing Objective
Consumer Insights
2
3
Big Idea
4
Media Plan
5
Overview
Expected Results
8
Social Strategy
7
Creative Work
6
America loves to grill.
Kingsford grills the best barbeque.
Let’s give Americans the barbeque they
deserve.
Overview of American �Charcoal Grilling
• Three out of four US households own a barbeque grill.
• The total number of US barbeque events grew 114%
from 1997 to 2000. • Most die-hard grillers prefer charcoal grilling
over gas grilling for its hands-on experience and more authentic flavor.
Overview of American �Charcoal Grilling
• Common reasons for barbequing include:
Great flavor
Desire to be outdoors
Hanging out with friends &
family
Informality Change of pace
Easy clean-up
Hamburgers Steak Hot dogs Chicken breast Ribs Pork chops
• Most popular foods for the grill include:
Grilling as a Passion
“[Grilling] is a passion, a way to cook that won’t let you call it a chore…Most of all, it’s a surefire means to get yourself from here
to a decent meal, having loads of fun.”
Excerpt from Born to Grill: An American Celebration
History of Kingsford • Established in the 1920s by Henry Ford • Commercialized by E.G Kingsford – Creating a new brand and a new industry
• Kingsford now holds almost 60% market share in the charcoal grilling category
• Main competitors: – Royal Oak – Private label brands – Gas grilling
Kingsford’s Struggles • Low brand awareness – Complete lack of advertising – Decreasing media spend
• Decrease in charcoal pricing gap – Royal Oak & private label increased pricing 10% – Kingsford pricing remained constant
• Shift to gas grilling – Charcoal grill shipments dropped 3% in 2010 – Gas grill shipments grew 8% in 2010
Obstacles to Overcome
0
10
20
30
40
50
60
2007 2008 2009 2010
Gas
Charcoal
Dual
Grill Penetration Trends – (read data as percentage of households that own grills)
Source: Charcoal U&A 2000, as supplied by Clorox.
Capture remaining sector of the charcoal market
Opportunity One
Revamp brand’s image and awareness
Opportunity Two
Increase Market Share by +3.2%
Marketing Objective 1
2
3
Increase Top-of-Mind Awareness by +20%
Increase Seasonal Sales by a minimum of +5%
Cranking Up the Heat
Establish awareness of the Kingsford
brand
Increase interest in
Kingsford’s differentiating
attributes
Create excitement
about quality grilling
Convert charcoal
grillers into Kingsford
grillers
Types of Grillers Regular Exclusive
• Perfecting life skills
as a reflection of “who I am”
• Believes in personal integrity
• Family provider • Grilling with real
charcoal is a skill worth knowing
“I believe in an honorable “Right Way” to Grill, a structured
routine to grilling, perfected over time, which is both personally
satisfying and provides recognition as a leader and
provider”
Instant Acceptor
• Looks for fun in everyday experiences
• Wants a no hassle, easy meal for the family
“I’ll provide the environment to have fun—the more formal the
occasion the less fun it is. I know how to spend quality time with
my family.”
Instant Exclusive
• Needs chores to be over quickly and easily
• Grilling gets people out of the kitchen to have fun
• Needs minimum fuss charcoal that is fast and easy
“It’s not the process for me, it’s the outcome, I’m often rushed and
pressured, so I feel smart when I can use a product that helps me get chores done and I feel like a caring parent when I can find
ways to free up time.”
Target Audience
Meet Bill and Sarah - 36 and 32 years old - Married with 2 children - Live in St. Louis, MI - Bill works at a local bank as a financial advisor and Sarah owns her own small business - Lead a semi-active lifestyle - They are busy during the week, but enjoy taking time to relax with friends and family at weekend gatherings - Bill cares about the quality of his food and Sarah likes easy, no-hassle foods to make for the kids
Key Insights
People like to find easy, no-hassle fun in everyday experiences
Quality of Taste = Quality of Experience (Food only tastes great when you feel great about it)
1
2
Big Idea
Because why
wouldn’t you want the best?
Introducing:
The “Steakcation”
Introducing: The “Steakcation”
Life moves fast.
Introducing: The “Steakcation”
Life moves fast.
You don’t always have the luxury of a vacation away from home.
Introducing: The “Steakcation”
Life moves fast.
You don’t always have the luxury of a vacation away from home.
So why not take a staycation?
Introducing: The “Steakcation”
Life moves fast.
You don’t always have the luxury of a vacation away from home.
So why not take a staycation?
Or better yet, a STEAKcation.
Introducing: The “Steakcation”
Life moves fast.
You don’t always have the luxury of a vacation away from home.
So why not take a staycation?
Or better yet, a STEAKcation.
Activity of grilling
Mindset of vacation
Media Objectives & Strategies Objective Strategy Tactic
Target consumers who already use charcoal
Engage consumers personally through targeted outreach
• Appeal to families via community outreach
• Television
Concentrate media mix on areas that reinforce passion for grilling
Reach consumers in relevant places of recreation and lifestyle
• Outdoor activities • Sports games • Recreational get-
togethers/holidays
Utilize media channels that leverage opportunity for consumers to connect
Remind consumers of the simple joys of grilling
• Facebook, Twitter, Instagram, YouTube
• Mobile app
Reach secondary targets who may be interested in switching grilling categories
Show gas grillers why Kingsford provides better quality product
• Television • Word-of-mouth
Deliverables OOH: (10) Billboards spread across I-24, I-74 and I-15 Digital/Social: Facebook: Twitter: Purchase #Steakcation hashtag / sponsored tweets / promoted tweets YouTube: How-to series uploaded 1x a week from June 1-August 1.
Television: Brand: (2) :30 Food Truck Event: (1) :30 / (1) :15 (Runs April 15, 2013-September 1, 2013) Radio: Sale Event: (1) :30 / (1) :15 for each major Summer Holiday (Mother’s Day, Father’s Day, July 4th, Labor Day, Memorial Day, Special Occasion Tailgate) Food Truck Event: (1) :30 for each local market (St. Louis, Des Moines, Jacksonville, Grand Rapids, New Orleans, Memphis, Nashville, Lexington, Louisville, Dallas) Newspapers: FSIs/coupons Regional newspapers (see markets above)
Tactics AWARENESS INTEREST ACTION REPEAT
TV
OOH
NEWSPAPERS
ONLINE & MOBILE
RADIO
Tactics AWARENESS INTEREST ACTION REPEAT
Food Network Local FOX stations TLC
Billboards Street Fixtures
Sports Section of Regional Papers
Facebook Twitter YouTube Instagram Kingsford Website
WFPL KDPS WCRJ WBLU WRFL
Enough talk.
Let’s grill.
Raise Awareness “Quality is Kingsford” :30
Raise Awareness “Kingsford Grill Truck - Taste” :30
Raise Awareness
We all need a vacation.!So take a STEAKCATION.!
This time, it’s on us. !
The Kingsford Grill Truck is coming your way!!Come on down
for food, drinks,
friends and fun.!!!!!!
Louisville !Family Fun Day!
12pm-6pm!
Scan the QR code for access to our mobile app & Track The Truck!!
Raise Awareness
Reinvigorate Emotion
Drive Action
Drive Action Radio Spot #1 “Grill Truck - Louisville” :30
SCRIPT (Ambient Park Sounds Playing) VO: When was the last time you took a STEAK-CATION? (Crickets) VO: Don't miss the Kingsford Grill Truck stopping by [Louisville’s Family Fun Day at Cherokee Metro Park] from [12:00pm-6:00pm] for free food, drinks, entertainment, and a chance to win a$10,000 paid steak-cation of your dreams! (Pause) VO: Follow us on Twitter @TweetKingsford or on Facebook at www.facebook.com/KingsfordCharcoal to see when we'll be coming to your town. (Sounds of family having fun) VO: When it comes to barbeque grilling, quality is Kingsford.
Drive Action Radio Spot #2 “Steak-cation” :30
SCRIPT (Front door shuts; man groans) VO: Long week? (Pause) VO: Fire up your weekend and take a quick “Steak-Cation” with Kingsford. Savor the ONLY way to grill - - Kingsford’s faster lighting, longer lasting, authentic American charcoal. (Sound of grill getting started up; cooking) VO: This week, pick up a 15 lb bag for only $2.99 or a 30lb bag for only $5.49, available at a Home Depot near you. (Pause) VO: And when it comes to relaxation, remember: Quality is Kingsford.
Create Shareable Experiences
Digital “How-to” YouTube series with Food Network chefs Guy Fieri, Bobby Flay and Giada de Laurentis
Create Shareable Experiences
Social Media Strategy Leverage social media platforms to connect
Consumer Brand Consumer Consumer
sharing
Take a #Steakcation.!!
This time, it’s on us.
The Ultimate STEAKCATION!
An all-expense paid trip to the vacation of your dreams! ""One lucky winner will learn how to grill in style with private grilling lessons from star chefs while vacationing in paradise!""(Up to a $10,000 value)"
Check in every week for a chance to win dozens of other great prizes! Including:""• Private grilling lessons from a
star Food Network chef"• A collection of ultimate grilling
seasonings"• Personal grills"• A set of grilling tools"• Year supply of Kingsford
Charcoal!"
Kingsford SteakcaBon
Upload pictures and recipes from your Kingsford Steakcation for a chance to win the ultimate grilling necessities. Upload from Instagram for extra entries!""You’ll also be entered into a Grand Prize drawing for the vacation of your dreams!"
Social Media Strategy Connect consumers through a communal
activity and create a shared passion
Search engines
Food Network website/blogs
Social Media Strategy
• 115,450 “likes” • Leverage
relationship between Kingsford & consumers / consumers & consumers
• Polls, questions, conversations
• Steakcation sweepstake/app
• 2,740 followers • Create dialogue
between Brand and consumer
• Utilize hashtags to increase brand awareness
• Purchase promoted tweets
• Twitter Parties
• 469 subscribers • 83 Videos • Video diary of
Kingsford Grill Truck Tour
• How-to series with Food Network celebrity chefs
• Family activity videos
Social Media Recommendations • Integrate all social media
platforms • Engage consumers in a more
relevant and meaningful way • Post daily so as to maintain
interest across platforms • Create cross-channel
integration • Develop a Food Truck Tour
mobile app to keep consumers up-to-date
Track the Kingsford Grill
Truck!!
Check in with foursquare for freebies and
exclusive giveaways!
Action & Expected Results
Establish awareness of the Kingsford brand
-- Increase
advertising budget.
Increase interest in Kingsford’s differentiating
attributes --
Premium quality. History.
Create excitement
about quality grilling
-- Provide relevant
personalized experiences.
Convert charcoal grillers into Kingsford
grillers --
For those who love quality
experiences, we provide
quality product.
Providing superior American quality and genuine American fun.
Thank you
Questions?
Appendix
SWOT Analysis STRENGTHS
• Positioned as premium quality brand
• Longest running business • Longest burning charcoal • Leads in market share
WEAKNESSES
• Heavy allocation of budget to price reductions
• Lack of advertising • Lack of brand awareness • Decreasing media budget
OPPORTUNITIES
• Revamp and re-launch brand image
• Shift budget from price reductions to media spend
• Convert gas grillers to charcoal grillers
THREATS
• Consumer shift to gas grilling • Decreasing price gap among
competitors • Private label brands increasing
in market share
Media Blueprint Medium/Channel Advantage
TV Reach a mass wide audience; create an emotional response
Radio Reach local markets; generate buzz through local events and sales
Newspapers Reach wider local market than radio; create consumer incentive to reach purchase point
OOH Reach a wide audience of primary and secondary targets ; create reminders
Online Generate large amounts of buzz; create engagement with consumers; collect data
Event Marketing/PR Affect consumer attitudes and opinions; offers personalization
Creative Brief • Raise awareness of Kingsford’s superiority; spur shift from Royal Oak & private label to
Kingsford
Advertising objectives
• Men and women 25-40; mid- to high-income level; suburban; care about quality, authenticity and community activities
Target audience
• Primary: Royal Oak and private label brand users; Secondary: Gas grill users
Principle competition
• Kingsford gives you top quality product that’s so easy to use, you can add in your own fun.
Promise
• Sincere and fun tone of voice with a touch of humor (one that captures the candid human moments of our consumers)
Tone and manner
• Kingsford is a classic and trustworthy brand that can be modern and exciting, too.
Net impression
The Pitch
Sell the idea of Quality goods. Quality taste.
Quality experience.
Big Idea
Because why wouldn’t you want the best of each?