innovation. success. longevity.

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Skippy Peanut Butter is one of America's favorite brands of peanut butter averaging 90 million jars sold annually. Although Skippy Peanut Butter sales have been consistent over past years, Skippy is not the leading competitor in peanut butter. It is time to refresh Skippy Peanut Butter's advertisement campaign and surpass our competitors in peanut butter sales across America.

5-11 year olds are key to revitalizing the Skippy Peanut Butter ad campaign. Restrictions for advertising to this age demographic have created problems in the past, but these restrictions made for more creative ways of reaching our proposed target audience. Skippy’s future success hinges on children and are not only the key to increasing sales now, but in the future as they grow up and pass Skippy along to their children.

Our Campaign Goals are:1) Reposition Skippy as a fun children's snack food2) Build awareness, create interest and encourage adoption using a circus themed campaign3) Introduce our new jar shape to alleviate faults with the current jar

The solution we're providing in children is that they're influencers, the ultimate users of this product and the next generation in consumers. They will value the deliciousness of a Skippy and Jelly sandwich. We ensure taking this route will allow for flexibility and longevity. Through our new circus themed campaign we will turn Skippy into a product that gets children involved and makes their snack food experience enjoyable!

Multi-media is key to reaching our target audience. Our media plan utilizes multiple ways to both actively and passively involve children. Through our Phase I Introduction and our Phase II Reinforcement, our Skippy Peanut Butter Campaign appeals to children on many different media levels including broadcast, print, outdoor, non-traditional, internet and buzz.

Background InformationIndustry Trends 2Competitors 3Brand Overview 4SWOT 5

Positioning and TargetingTarget Market 6Target Market Profile 7Positioning Strategy 8

Creative and Media StrategyCreative Strategy 9Media Plan 10 Creative Executions 11

Conclusion 22

AxioMedia 23

1

“Health Conscious” ConsumersThe current snack food market is comprised of an assortment of chips, nuts, and peanut butter. All of these products are high in calories, fat content, and sodium which consumers today realize can have negative effects on your body and overall health. Although, consumers are moving away from this market, people are continuing to purchase products in this category.

Fast Paced Lifestyles People today are as busy as ever before with work, school, family and friends. The advanced technology has aided to this phenomenon with the abilities to communicate with people, make purchases, and entertain us with the idea that faster is better. This fast-pace lifestyle has had an effect on our eating habits. We don’t have time to sit down and have a huge breakfast as a family or all have dinner around the table. People want food options that are quick, easy and have the option to be on-the-go. This gives the current peanut butter manufacturers to innovate new, alternative packaging to these individuals on the go.

Separate but Equal Peanut butter is a commodity that most consumers don’t think twice about. Because of this, there are always price wars occurring between the major players. The cost is nearly the same among all brands and therefore, there is no way to raise the price to bring in new revenue. The only option to increase revenue is through market share.

Peanut Butter is one of eight segments of the Snack Food industry that accounts for over $25 billion in revenues1. The Snack Food Industry, which in its maturity stage has grown at a modest pace of 1.8% and has remained successful with continued product innovation2. This slow growth has several contributing factors:

1. “Snack Food Production”. Date retrieved: March 29, 2010. <http://www.ibisworld.com/industry/default.aspx?indid=271>

2. “Snack Food Production”. Date retrieved: March 29, 2010. <http://www.ibisworld.com/industry/default.aspx?indid=271>

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Direct CompetitorsAll peanut butter on the market must be made with 90% peanuts which means that there is little room for differentiation among formulas. There are slight differences between the brands and the types they offer, however each peanut butter is slightly similar in the position they are taking. We have come to the conclusion that all, including Skippy, are targeting adults.

JifJif is owned by J.M Smucker Company and focuses their campaigns around Mom’s, using the tagline “Choosy Mom’s Choose Jif.” Their website plays along with this elaborate strategy, featuring recipes for mothers, and contests to stoke the competitive fires of every mom who is assigned kitchen duty. Jif’s catchy slogan and advertisements entice that Mother’s choose Jif because it the healthiest and best option for their child3.

Peter PanPeter Pan is owned by Conagra and is a nostalgic brand that appeals to the kid in you who doesn’t want to grow up while simultaneously appealing to your wallet. After a salmonella scare in 1996 Peter Pan was pulled off the shelves. Ever since they’ve been struggling to recreate their brand as one that the “whole family” can enjoy. Their most recent tagline is “Spreading Childhood Memories” which reinforces the nostalgia of the brand4.

Generic BrandsGeneric Brands focus on price and has shown to be a profitable strategy. Peanut butter, to the non-brand loyalist, is just peanut butter with no added value. The generic brands are able to tap into this price sensitive market.

3. “History of Jif”. Date retrieved: March 23, 2010 http://www.jif.com/aboutjif/aj_history.asp>4. “Peter Pan”. Date retrieved: March 23, 2010 <http://www.conagrafoods.com/consumer/brands/getBrand.do?page=peter_pan>

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Skippy has made several attempts to spark interest and gain market share in the past few years. Hopping aboard the health trend, in 2005 the brand introduced several “better for you” products with Skippy Trail Mix bars, Skippy Natural Peanut Butter Spread and Skippy Squeeze Stix5.

In order to build product interest, Skippy promoted a competition to find “America’s Nuttiest Family.” The online contest offered $20,000 in prizes, playroom equipment, digital video recorders, a karaoke machine and a year-long supply of Skippy. This was a tactic to reach families in general, but again there was no specific segmentation.

Target Audience:

Families

Tagline:

Fuel the Fun

The current product includes traditional packaging, with an overall theme of the color blue. The label contains nutrition facts and can sometimes include a coupon or promotion for the product.

Skippy is currently targeting families. There is a huge lack of direction in terms of their target market based on demographic and psychographic segmentation. Their advertising and new product innovations makes them differentiation but they still don’t have a position that appeals directly towards a single target audience.

5. “Peanut Butter Brands Go Nuts”. Date retrieved: March 10, 2010. <http://www.brandchannel.com/features_effect.asp?pf_id=460>4

Strengths•High Brand Awareness

•Some Brand Loyalists

•Effective Website (recipes, history, info about product)

•Established Company and Place in the Market Place

•Accessible in Any Grocery Store

Weakness•Slogan

•Lack of Marketing/Advertising

•No Specific Target Market

•Ineffective Reach of Target Market

•Lack of Real Positioning

Opportunity•Innovative Jar Develop New Package Styles Utilize

•marketing tactics to improve reach and effectiveness of advertising

Threats•Health Conscious Consumers

•On-The-Go Individuals and Families

•Other Competitors Competing to Gain Market Share

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We are going to be targeting Children ages 5-11

Targeting peanut butter to children will develop life long Skippy users and brand loyalty as they grow-up. Although children do not

have any buying power at this age, children do have a large influence over what their parents are buying at the grocery store. If

we can get children to grow up on Skippy and become lifelong users, we will have every age group purchasing Skippy.

Longevity is Key

The brand will grow from generation to

generation6

Children are best defined as imaginative, youthful, excited, inquisitive, and are constantly asking questions. They love to

know what is going on and love to be involved, especially when it

comes to having fun.

The ideal consumer based on our target would be:

Ages 5-11

Boy or Girl

Middle Class Family

Interests: sports, video games, coloring, school

Values: Acceptance, achievement, affection,

confidence, creativity, curiosity, enthusiasm, family, happiness

and playfulness. 7

Our positioning statement entails the following: "Skippy is the best peanut butter because it's fun to eat and I love the taste! It provides a ton a peanutiness in every

jar!"

Our kid friendly tag line will be "Yippy for Skippy!" which is how our consumers will respond after taking a bite of our delicious Skippy Peanut butter.

Skippy's current campaign "Fuel the Fun" is centered around family values, nutrition, interaction and the development of new products. The problem here

lies in the fact that adults are set in their ways, motivated by price, have restricted usage and view all peanut butter the same way.

Our new positioning aims at children ages 5 to 11 years old. The solution we're providing in children is that they're influencers, the ultimate users of

this product and the next generation in consumers. They will value the deliciousness of a Skippy & Jelly sandwich. We ensure taking this route will

allow for flexibility and longevity. There's flexibility in this campaign by being able to move past the campaign itself by creating TV shows, and stuffed animals that represent Skippy. Longevity starts where life begins, with

childhood, and creates life long users.

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New Jar: Our new jar concept deals with the issue in most peanut butter jars which is the ability to get the peanut butter out of the bottom without getting peanut butter all over your hands. To solve this problem we are implementing a shorter, wider jar to ensure ease of access. Additionally, the new label on the jar will be fun and intriguing and interactive. The label will be a peel off coloring sheet. Later in the year, as we get to the co-op the back label will become contest information.

Characters: With the circus theme exemplifying the brand, we'll have six specific characters with the ability to branch out and encompass the brand as their own entity. The characters are Chunky the Elephant, Creamy the Lion, Nutty the Clown, Pea and Nut the Monkeys and Honey the Bear.

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This media plan is based on the frequency of exposure and reach of children that each medium can deliver. Phase I attempts to build awareness of the new positioning for Skippy using television, outdoor structures, internet, and  other non-traditional means to communicate to our target audience. Phase II reinforces and enhances the awareness and interest that children will have for Skippy. All of the aforementioned mediums will be continued along with introducing magazine ads, a partnership with the Ringling Brothers, video games, and an art curriculum. All of the months that these mediums have been assigned to run are based on how children are exposed to the mediums. For example, the art curriculum runs during the school year, the outdoor ads during the warmer months, and the grocery store during the time where kids are not in school. When kids are not in school, they typically go shopping with their parents and therefore would be exposed to the advertisements.

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Broadcast- Television CommercialMedia Vehicles Disney Channel, Nickelodeon, PBS Kids, Warner Bros and Cartoon Network

Timing Phase I- Begins in August and runs on a continuous schedule throughout the campaign. This ad will air Monday through Friday 7:00 am - 9:00 am and 2:00 pm-4:00 pm, and Saturday and Sunday 7:00 am - 2:00 pm.

Rationale As children spend a good majority of their time in front of the television, entertaining commercials are an effective way to reach our target audience. The commercial takes an emotional appeal enhancing the imagination in children.

11Go to http://www.youtube.com/watch?v=-MBOZRGBTMw to view this animated storyboard.

Print- Magazine Ads

Scratch N Sniff Ad

Media Vehicles Sport Illustrated Kids, National

Geographic Kids and Nickelodeon.

Timing Phase II- November - January and May-July.

Rationale This scratch n sniff ad will be an effective

way to reach children by breaking the clutter of

normal ads and exposing them to the smell of Skippy

Peanut Butter.12

Coloring Page AdMedia Vehicles Family Circle, Sunset , Good House keeping and Parenting.

Timing Phase I- August -October and February - April

Rationale This ad will run in parenting magazines in order to increase awareness to the parent about the product. The ad will be made out of cardstock so it is easy to tear out and makes for a solid coloring surface for the child. These types of adult magazines are always sitting around the house and in doctors offices. Not only are parents reading them, but children are looking through the ads and pictures as well.

Print – Magazine Ads

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Media Vehicles In and around parks, schools and playgrounds

Timeline Phase I- June - September

Rationale The outdoor aspect of the campaign aims to target kid's when they are not at home, but out playing. This is a very cost-effective and effective way to reach our demographic. The characters are a primary aspect of our new circus themed campaign. They'll generate buzz and excitement in the new launch of the campaign. Additionally, they'll see our new fun "Yippy for Skippy!" tagline and label.

Outdoor – Life Size Circus Characters

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Media VehiclesLocal Grocery Stores

Timing Phase I- June – August. Phase II- December - February

RationaleThis is not implemented very often but has been proven to be effective. This is an interactive activity for children to participate in by helping Pea and Chunky find his peanuts! The trial will lead the child to the shelves of Skippy Peanut Butter.

Located on children’s grocery carts will be a sign

that reads

“Can you find our trial of peanuts?!”

Throughout the store there will be a trail of peanuts

leading to the peanut butter aisle. Children will be enticed to follow the

trail and bring their parent straight to Skippy.

Non-Traditional-Grocery Store Interaction

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Co-op Advertising – Ringling Brothers Circus

Media Vehicles Skippy Jar, Online banner ads, and peanutbutter.com.

Timing Phase II- October - June

Rationale The Ringling Brothers Circus is well known and travels across the country every year from December to August. Because of our new Skippy Circus campaign it only made sense to partner with “the greatest show on earth!”Fifty lucky winners from October until June will

receive a pair of tickets to the upcoming Ringling Bros and Barnum and Bailey Circus appearing in their corresponding towns as winners are announced. On the back of each Skippy jar during this time period will be a promotional label to encourage users to visit the Skippy website and enter to win tickets. Along with the contest, Skippy will be provided with a designated area at each circus showing to promote the product. The Skippy Circus characters will also make an appearance to interact with children.

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General Banner AdInternet Advertising

Media VehiclesWebkinz.com, ClubPenguin.com, Disney.com, NeoPets.com, kids.yahoo.com, addictinggames.com, peanutbutter.com and AOLkids.com,

TimelineGeneral: Phase I- July – September. Phase II- January – March, July - SeptemberCo-op: Phase II- October – December, April- June

Rationale The general banner ad starts out in the awareness phase of the campaign getting out the new look, message and characters. The co-op banner ad focuses and draws in the target audience with a contest. The banner ads have the potential to flash, however can stand alone. Although networking sites are very popular and successful forms of advertising, these are the effective and entertaining equivalents for children on the internet.

Co-op Banner Ad

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Buzz Advertising- NeoPetsMedia Vehicles Partnering with Neopets.com

Timing Begins in July and runs on a continuous schedule throughout the campaign. Neopets will start during summer when children are out of school and have the time to play the game. It will be an ongoing strategy because of it's simplicity and easiness to be maintained.

Rational NeoPets, with almost 180 million users, is an extremely popular kid's social networking site with a fun twist where kids interact through their personalized pets. In this website we find that there are options for product placement in the current peanut butter items, now Skippy peanut butter items. There is the ability for children to create their own Skippy circus characters and play Skippy games.

Children will have the option to feed their pets Skippy pizzas, have them sleep in Skippy beds, and even have their neopet be an actual Skippy

circus character!

The Facts:Total Owners: 179,355,296Total Neopets: 263,508,926Neopets per Owner: 1.469Pagev iews: 887,042,100,000 18

Skippy will sponsor a year-long art curriculum in elementary schoolsacross the US.  Teachers K-6 will implement a 40 minute art lesson perweek on different projects that Skippy will provide for each grade level. These lessons will be fun, engaging and educational, allowing students todevelop their drawing skills and expand core-learning skills that preparethem for future artistic and academic success.

Students will be given monthly projects, of which would incorporate SkippyPeanut Butter in some way.  A few examples are as follows:

Lesson 1:  POP ARTDifferent techniques of Andy Warhol and other pop artists•    Create an art piece that reflects the unique pop art style, while addingyour own personal touch•    Incorporate Skippy into artworkLesson 2: MUSIC•    History lesson on music•    Write jingle for new Skippy commercial•    *Adapt requirements to fit lower grade levelLesson 3:  PAINT•    Lesson on primary colors and blending•    Create your own Skippy circus using different painting techniques

Depending on the student’s grade level, certain criteria for each projectmust be met in order to qualify for the end of the year Art Contest.

Students will choose one project they created throughout the year tosubmit to the Skippy Art Board. Winners will be featured on the Skippywebsite and will also win a trip to the Ringling Brothers Barnum & BaileyCircus.

Media Vehicles Participating elementary and middle schools

Timing Phase II- October - May

Rationale An Art Curriculum is a great way to actively engage children with the brand. It will successfully communicate our new position that Skippy is fun. It will also provide schools the funding to continue art classes.

Buzz Advertising- Art Curriculum

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Concept: Strategy Game

Storyline: The fun character, Nutty the Clown, is on a daring rescue to try and locate the other members of the Skippy Circus, from the evil anti-peanut lover Mr. Burns. There is no second player available for thisgame.

Specifics: The player taking on the role of the main protagonist of the series is Nutty. The objective is to race through Mr. Burns' circus avoiding his antagonistic measures of trying to stop Nutty in his tracks. Mr. Burns will set up quick sand pits, rings of fire, and foods that make you sick to collectively prevent Nutty from rescuing the members of the Skippy circus. If Nutty falls for any of Mr. Burns' traps, then he shall have to start from the beginning again.

Along the way there will be hidden peanuts that Nutty can find. Upon acquiring any additional peanuts from the three peanuts that Nutty has to begin with, they give him an extra peanut of immunity. What this means is that he becomes

more and more immune from dying, or having to start from the beginning of the level. Moreover, when Nutty collects 25 peanuts throughout the circus he is able unlock the secret Skippy peanut butter gun. This gun can be used to stop the evil Mr. Burns in his tracks.

The game consists of eight levels with four sub-levels in each world. In addition, there are bonuses and secret areas in the game. Most secret areas contain more peanuts for Skippy to collect, but others may contain "secret closets" which allow Skippy to advance to later levels in the game, skipping over earlier ones.

Media Vehicles addictinggames.com, kids.yahoo.com, aolkids.com, peanutbutter.com

Timing Phase I; Aug.-Nov. & June-Sept.

Rationale This a fun interactive way to get children involved with the product. They’ll be visiting these game sites daily therefore it is a high reach and frequency.

Buzz Advertising- Video Game

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Media Vehicles Magazines and local grocery stores.

Timing Phase II- Begins in November and runs on a continuous schedule throughout the campaign.

Rationale Magnets are a great way to reinforce our product in the home. It will a constant reminder of the product, consumers will subconsciously always be looking at the Skippy logo and characters when they are near or around their refrigerator.

These magnets will come in a full sheet and will be bundled with select magazines and will be give out at grocery stores.

The letters S-K-I-P-P-Y contain the circus characters.

Buzz Advertising- Magnets

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The ultimate success of our campaign lies within

its flexibility and longevity. We hope to extend the creation of our characters through other pathways, such as television shows, making them more than just a face for Skippy, but a lifelong friend to our consumers. All of our advertisements come together to generate a cohesive campaign, leaving children engaged and begging their parents to buy Skippy Peanut butter until they are able to

buy it for themselves.

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AxioMedia is a unique company comprised of marketing strategists and advertising creatives. The combined efforts our company provides results in the fusion of message and image in an innovative and effective campaign. We emphasize the importance of brand equity and ensuring longevity through evolving trend for our client’s success.

Our unique composition of creative and business like minds allows us to provide you with the best possible outcome. We have become the established rule of advertising agencies. We lead by truth and example in our campaigns.

We become the voice between your company and the world. We use media specifically to reach your target audience and ensure the success of your brand.

innovation. success. longevity

AM

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Ana Domingo Jenna Millan Cassie Muntz Sebastian Valmont

Naz Isik Carina Polini Lauren MueggeMegan Washburn24

Thank YOU

innovation. success. longevity.

AM

from AxioMedia

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