ENGLISH BISCUIT MANUFACTURERS

Advertising Brief: Peek Freans RIO

3rd August 2006Background

The cream biscuit category is the second biggest category in the biscuit market. “RIO” is the No.1 brand in this category with 56% share of total cream market, followed by Prince 26% (LU), Jam Hearts 8% (Kolson) & Peek Freans Sandwiches 4%. Under the Rio brand we have two products one is RIO Double Treat & other is RIO Vanilla. Rio Double Treat offers 2 flavor combinations one is the RIO Strawberry Vanilla Cream & the other is the RIO Chocolate Vanilla Cream.

Selling three times more volume then its competition Prince by LU, “RIO” is more popular in the Punjab province (Lahore, Gujranwala, Multan, Faisalabad) as compared to Sind. Competition is also active in this category and is heavily advertising their cream biscuits brands. Almost 70% of the volume is coming from the above cities. Among the flavor variants Rio Strawberry Vanilla contribute almost 70% to the total brand sales. As we are the market leader we need to further strengthen our leadership position through expending our user base and building our brand personality in order to grow the Brand Equity of RIO.

Need For Advertising

Peek Freans Rio Double Treat was launched in August 2003. However, the advertisement used for this launch was an announcement ad and, being so, did not attempt to build the brands personality or create any sort of emotional bond with the consumer. Moreover, its purpose being primarily to announce the arrival of the new brand, the ad had short lived relevance and appeal.

The innovative Double Treat product concept that was introduced 3 years a go & now needs to be followed up with communication with a singular theme that is relevant to the target markets preferences in order to position the brand more effectively. This positioning should be in line with their lifestyle and activities and fulfill their aspirations need this should aim to create the emotional bonding that is currently missing and re-ignite as well as maintain consumer interest in the brand.

Rio double treat was launch with an innovative product double cream flavor in one biscuit which was a unique & creative product in the entire biscuit category, Rio double treat itself is an innovative & creative brand. And Kids also want to innovate/create different things which they imagine or inspire, we need to build this connect between RIO DOUBLE TREAT & KIDS. We need to give them a platform through which they can bridge the gap between their imagination/Inspirational challenges.

Target Market

The advertising will target all cream biscuit consumers and will include current consumers of both RIO as well as Prince. These have been identified as school-going kids, both male and female, aged between 7 to 12 years and belonging primarily to SEC A-B, C & D

These children’s are modern, young, creative & fun loving kids, and wants aspiring experiences to do creative and challenging things in life and are energetic and fond of various extra-curricular activities such as watching TV, listening music, drawing, coloring, painting, computer/video game etc. and different outdoor activities Much of their energy however is spent in trying to achieve a balance between studies and the extra curricular activities of their choice. Biscuits in general enjoy a positive association with play-time and these extra curricular activities because these represent fun and a snack during or after fun time enhances their enjoyment.

In terms of relationships, sharing good times with friends plays an important part in their lives and they enjoy playing with them and sharing things with them. Values that these children hold close to their heart are hard work, selflessness and sharing with friends and communication that highlights these values tends to have higher recall. Although they enjoy and appreciate fantasy in ads they prefer it to be separate from the real world. In most advertisements they prefer lightness and comic elements but would like it to be meaningful and relevant to the context and can often be quite critical of advertisements in this respect.

Objective of Advertising:

To grow the brand by strengthening the brand personality and building brand equity

Enable the target market to identify with the brand on an emotional level & develop strong associating and emotional connect with the target audience.

Create high recall of the brand

Convince consumers that PF Rio is a modern, friendly, and creative brand which they can relate to as ‘their’ brand

Utilize the brand imagery to evoke positive associations with values/feelings that are held dear by the target market in order to achieve the above

Result in higher brand loyalty and subsequently repurchase

Brand Positioning

Target: School-going Kids, both Male & Female, aged between 7 to 12 years and belonging to A,B,C & D

Brand: Preek Freans RIO is

Personality: A Modern, Young, Fun-loving, Creative & Active

Comp Framework: Sandwich Cream biscuit

Rational Benefit: Offers the best tasting cream, nutrition and variety of flavors

Reason to believe: Due to the best quality ingredients of creams, glucose, eggs, milk and wheat flour available in preferred flavor combination of vanilla, strawberry/ vanilla & chocolate/vanilla

Emotional Benefit: To modern, young, creative & fun loving kids, Rio offers aspiring experience to do creative and challenging things in life

Required From the Agency :

Three different thematic concepts---------------------------15th August 2006 Supporting material (POS, Outdoor & Press)------------1st September 2006 The commercial needs to be ready for airing by-------6th September 2006

Practical Considerations:

The word ‘Peek Freans’ has to be mentioned at least 3 times in the film. The product should be shown at least 3 times so that it is clearly registered in the minds of the consumers. The last frame of the commercial should include The Pied Piper logo, the advertising caption line and a shot of

all the variants The budget for development of this advertisement is capped at Rs. 2.5 million on 35mm format. The agency is

required to develop a 30 second TVC with two adaptations (20 seconds and 10 seconds).