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Executive Summary & Overview

Summary

Kettle Brand Potato Chips are an all-natural, healthier chip alternative that is delicious as well. The problem is that when people think of chips, they think of greasy and unhealthy chips; we’re here to show people that this is not the case! We can position ourselves apart from all the other chip brands by emphasizing that Kettle Chips are only made with the best all-natural ingredients and therefore taste great. Through our campaign, we also want to show how Kettle Chips bring families together. We want families to enjoy a summer barbeque on a beautiful day with great tasting chips, but without the grease and artificial ingredients. All in all, we hope to enlighten people about a better tasting, better feeling potato chip: Kettle Chips.

Overview:

We, the Ad-Vengers, will be focusing on women in the 18-54 age range, mothers of families young and old who make the purchasing decisions when it comes to food. We will be emphasizing the fact that Kettle Chips are made from all-natural ingredients that come straight from nature into the chips that people love. Our main media vehicles will be television, Internet, magazines, and billboards. By the end of the campaign, we hope to increase sales 8% and awareness by 80%, vaulting Kettle Chips into the national spotlight as a more delicious, all-natural potato chip. 2

Table Of Contents Summary 2Agency Brand Strategy 3History of Kettle 4Environmental Analysis 5 Competitor Analysis 6SWOT Analysis 7Objectives & Budget 8 Research 9Brand Value Proposition 10Target Market 11Campaign Strategy 12The Big Idea 13Creative Overview 14Creative Executions 15Creative Testing 19Media Objectives 20 Media Choices 21Media Schedule 26Media Budget 27 Brand Activation 28Evaluation 30Creative Brief 32 Meet Our Team 33

Agency Brand Strategy

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Kettle Foods History

- Cameron Healy founded Kettle Foods in Salem, Oregon 1978

- The first batch of Kettle Chips was cooked

- Kettle Foods UK is founded

1989

1988

1982

- Kettle Chips goes organic and is the first to do so in the market

2003 - Kettle Foods installs largest solar array in Pacific Northwest to use more green energy

2007 - Kettle Foods establishes 2nd US Factory in Wisconsin

2011 - Kettle Chips launches their first national TV campaign 4

Environmental Analysis

Competitive Forces: A few other brands have ventured into the all-natural chip industry, however Kettle is the largest natural chip brand in the United States, making it the brand people think of first when they want a healthy and delicious potato chip. Also, no one even comes close to Kettle in terms of environmental awareness.

Environmental Forces: Kettle Brand is very concerned about the environment and reducing their carbon footprint. The wasted oil from making their chips goes into making biodiesel, which fuels their company cars. Further, their factory is fueled with solar and wind power, and in September of 2012 they won the EPA’s Green Power Partnership Award. Lastly, while a fully recyclable material for their bags has not been found, Kettle has removed the paper material from their bags, saving over 22,000 trees annually and preventing over 450,000 lbs. of packaging from going into landfills every year.

Legal/Regulatory Forces: The main regulatory force for Kettle Chips is the Food and Drug Administration, which inspects all food made and ensures that consumers can eat it without being harmed. Every single one of Kettle Foods’ chips has easily cleared the FDA. The only other regulatory forces are are individual state laws, such as California’s Safe Drinking Water and Toxic Enforcement Act, which resulted in multiple chip brands lowering the levels of acrylamide in their chips.

Sociocultural Forces: In recent years, many Americans have become very conscious of what they are putting into their bodies. Every ingredient in Kettle Chips is all-natural, so consumers can be sure that they are making the right health choice as compared to our competitors by choosing Kettle. Also, Kettle Chips are very involved in sustainability and in their community by using wind and solar power and by giving more than 175,000 lbs. of potatoes to hunger relief every year, a very important trend in businesses today.

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Competitor AnalysisStrengths:-embedded brand that is well established -target audience: women (ages 45-54) -lays applies to all economic groups

Weaknesses:-considered junk food-no association with healthy snacking -plain packaging- does not catch your eye -these chips are very salty and greasy

Strengths: 1. Variety of potato chips2. Target audience: women ages 35-44 and women 18-243. Unique packaging-prevents breakage4. Good brand recognition5. Readily available- distributed to supermarkets, convenience stores6. Marketed to a younger market

Weaknesses1. Not natural product- many preservatives, highly processed- don’t appeal to the health conscious2. not true potato chips- made from flakes3. Not seen as an upscale potato chip brand4. Brand is missing the White and African American market

Strengths1. reduced fat potato chip2. Use all natural ingredients3. Appeals to an upscale buyer4. Target audience: men- 18-24

Weaknesses:1. Expensive2. limited market (northeast)3. smaller demographic range-missing a women’s market and older men ( over 24)4. Missing families with kids and married couples

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SWOT Analysis

OPPORTUNITES

-people want to be more environmentally friendly (especially people in liberal areas of the country i.e. the west coast)

-since not many people know much about the brand, it gives us a good opportunity to sell kettle chips as a product that will please both kids and parents

-competitors have higher brand awareness

-kids might not like the idea of “a healthier chip” brand thus limiting the target market

THREATS

-not a lot of brand awareness on the east coast especially

-serving sizes are smaller (especially in comparison with competitor lays)

-more and more chip companies are adopting the idea of kettle cooked chips making it harder for them to stand

WEAKNESS-sustainable brand

-more natural ingredients

-perceived as “the healthier alternative” to its competitors

-all products are gluten free and kosher certified

- lots of flavors and options (reduced fat, baked,etc) to choose from

STRENGTHS

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Objectives & Budget Marketing Objectives

Bring people that don’t like chips into the market with Kettle Chips. Increase sales of Kettle Chips by 8%. Draw people away from other chip brand using non-aggressive strategies. Increase awareness for Kettle Chips, especially on the East Coast

Advertising Objectives

80% of target market will be aware of Kettle Chips. Target Audience is 18-54 year old women. Advengers Agency will see a 60% comprehension, a 50% conviction after the campaign is completed. This means that 60% of our target audience will understand the message of our campaign is 75 with an effective frequency

Time Frame - January 2014 - December 2014

Buildup to raise awareness during early months, then advertise heaviest during late spring, summer, early fall. Special advertising campaigns during Earth Day, July 4th, Labor Day and college football season

Budget SummaryThe Advengers were given a 15 million dollar budget. These

graphs show where we allocated those funds. Television

35%

Magazines31%

Internet31%

Billboard3%

Sales

Television 3,150,000

Magazines2,817,490

Internet2,760,000

Billboard 231,124.42

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Research

Research objectives - see what people like to snack on

- how familiar people are with Kettle Brand Chips

- what kind of people buy Kettle Chips right now

Primary Research The first thing we did was conduct a focus group

with young college students to determine what kind of food they like to snack on. We learned that most do not like to eat chips as snacks as they find them to be greasy. We also discovered that there is some confusion between Kettle Brand Chips, Cape Cod Chips and kettle cooked chips in general

The next thing we did was to observe people shopping at Tops and Wegmens. We were curious to know if Kettle Chips were available in a lot of stores on the East Coast, which stores they were stocked in and where they were stocked in the store. We also wanted to know what kind of people buy Kettle Chips. We learned

that they were not stocked along with Lays Chips (which has it’s own aisle at both stores), but in the organic foods aisle. We also noticed that many older people tended to gravitate towards the Kettle Chips

Secondary ResearchWe also monitored them on social networks

like Facebook and Twitter to see how many people were talking about the brand and to see what they were saying. By looking at the Facebook comments and tweets, Kettle Chips is perceived very well among it’s audience.

To look at what kind of things interest our audience, we researched on MRI + focusing on women 18-54 since that is our main demographic. We learned that they are health conscious , intelligent and well informed.

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Brand Value Proposition

Functional: Kettle Chips are the healthier alternative to the regular potato chip because they are made with all-natural ingredients. They come in fourteen different flavors and also offer baked, reduced-fat, “krinkle cut”, and organic options. At the end of the day Kettle Chips are made for people who want to have a real snacking experience with no artificiality.

Emotional: People who eat Kettle Chips know what they’re getting because cook their chips in the finest all-natural oils. They don’t use any trans fat, any MSG’s, or any artificial colors or flavors. They’re also gluten-free, making this a perfect choice for people with Celiac or allergies.

Self-Expressive: Families that love Kettle Chips love them because they love the deeper, richer taste and they love the variety that Kettle Chips offers. From Maple Bacon to Salt and Vinegar to Jalapeno Jack, there is guaranteed to be a Kettle flavor that you and your family can enjoy. Further, Mom and Dad can be satisfied knowing that the chips that their family loves are made with the freshest all-natural ingredients. Lastly, families that buy Kettle Chips buy them because they know that Kettle Brand is an environmentally responsible company and are active in keeping our world clean.

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Target Market Profile

Lindsay

Lindsay is a 29 year old and working as a media planner in New york city. She is married and has a young son. Lindsay and her family like to stay active and healthy along with being careful with what they eat. She also is always looking to be more environmentally responsible. Lindsay is looking for a snack that she can crave but one that won’t make her feel guilty about not having enough time to go for a run this morning

SarahSarah is a 37 year old married mother of two kids (one girl, one boy) from Seattle, Washington. She received her physical therapy degree from the University of Southern California and now works as a physical therapist in Seattle. Besides being a mother of two she is involved in fitness classes and is very concerned about weight and dieting. She is looking for a potato chip brand that she and her family can enjoy together. Sarah cares about her family’s well being and tries to keep them active. 11

Campaign Strategy

The Challenge: Our challenge is to show our target market that there is in fact a potato chip brand that they can eat without worrying about any artificial or harmful ingredients. We also have to show that choosing all-natural ingredients does not mean you have to sacrifice great taste.

The Key Insight: After researching our target market, we found that people’s first thought when they think of potato chips is of greasy, unhealthy chips, and they assume that when they eat chips that they are going to be bad for you. We have to change that.

The Solution: The Ad-Vengers aim to bring Kettle Chips into the public spotlight as an all-natural chip alternative that doesn’t sacrifice great taste. When people choose a snack they don’t have to settle for greasy, artificially made chips.

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Creative Overview

Creative Strategy

When researching our target audience, we learned that when people eat potato

chips. They want them to be more healthy, less greasy. This inspired us to focus on the fact that because Kettle Chips is made from all natural ingredients. So not only is it a healthier alternative to other potato chip brands, but they also taste delicious

Art DirectionThe ad executions really highlight the fact that Kettle Chips are all

natural. To this we shot bags of Kettle Chips among leaves and plants to send the message that Kettle Chips come straight from nature. Also the color for the Kettle Chips logo and tagline will vary depending on the color of the chip bag

CopywritingThe copy for this campaign is nature’s never tasted so good. This

tagline encompasses the idea that Kettle Chips are all natural and taste delicious.

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TV Ad Storyboard

A group of friends are sitting downWatching the game, and it’s at a tenseMoment.

As their anxious faces are shown, the narratorExplains how important this moment is for Both teams.

“It’s up…AND IT’S GOOD!” Half of the room cheersAnd the other half groans.

“Oh yeah, It’s definitely Kettle Season.”

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Billboard & Online

This billboard is going to be displayed in major college football towns before andduring the season, and the colors/copy will be changed depending on the town.

The example here is for Ann Arbor, Michigan.

Billboard

Online

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Results of Creative Testing

After showing our ads to women in our target market, we got a great positive response. Most women commenting on how they loved the emphasis on the organic aspect of the chips. They also found the colors to be aesthetically pleasing to them. They also found the concept of the chips being in nature to be very intriguing and interesting.

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Media Objectives Target audience

Our target audiences we are trying to reach are mothers between the ages of 24 and 54, ranging from young mothers with small children to older mothers with kids in college, especially kids who play on college football teams. We want these mothers who are the purchase decision makers to choose a healthier potato chip for the small children, older children, and husbands. The audience is focused on living a healthier lifestyle and wants to make smarter choices for their family. These mothers with older kids in college on sports teams will want to choose a healthier chip for their tailgates and viewing parties.

Geographic scope The geographic scope of our campaign will be a combination of national

and regional. Television and magazine will be national and billboards will be executed regionally. We are focusing on parts of the South and Midwest in large college football towns and cities such as Columbus, Ohio, Auburn, Alabama and Dallas, Texas.

Message Weight

We will heavy up our advertising by both time of year and geographic location. For our cities we will heavy up the advertising to accommodate the college football season during the months of August though early December. We will advertise nationally and regionally for the Summer and the holidays that are during this season, like Independence Day and Memorial Day.

Media Strategies

a. Reach – 75, Frequency – 5b. We are going to be continuous with our Internet advertisement throughout the year, but for TV, Magazine and Billboard we will be using a flighting technique for our ads.

Dimensions:a. TV - :30 second commercialb. Magazine – 1 Full color page ad with bleedsc. Internet – Leaderboard ads (728 x 90) pixelsd. Billboard – 14 feet x 48 feet (standard)

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Media Choices: TVDuck Dynasty

(Weekdays between 5:30pm and 11:30pm)

This show which is aired on A&E is one of their most popular shows. Thisshow plays between the hours of when children are home from school and theparents are home from work. Since it runs late as well, mothers and fatherscan watch the show together once their children go to sleep as a “guiltypleasure.”

Bear Grylls: Escape from Hell(Thursday at midnight, and Wednesdays at 10:00pm)Bear Grylls is a survival expert making survival shows on The Discovery Channel. He is incredibly popular and entertaining to watch. This is a show that college students can enjoy to watch when home with their parents from school, but also the parents enjoy the show themselves.

Chopped and Diners, Drive-Ins, and Dives(Chopped: Tuesdays 10pm EST, Diners: Wednesdays at 10pm EST)These two shows are some of the most viewed shows on the Food Network. They get a lot of airtime giving us a chance for mothers to see our advertisements. These are the shows that are appropriate for families to watch together where children and mothers will be seeing the advertisement together. These shows are also on late-night to be accessible by the mothers who want to enjoy a “care-free” relaxing show by herself.

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Media Choices: TV

Sport Center

(weekdays 7:00pm EST)

To help target our mothers with children in college and on sports teams, we chose to air our ads on Sports Center. This show is a detailed look into the big sporting events and games going on across the nation, touching on college athletics as well as professional teams. These mothers would tune into this channel to watch recaps and highlights of their children’s game.

Anderson Cooper 360°

(Wednesdays 8pm EST)

Anderson Cooper discusses the biggest debates and stories making headlines. This is a perfect show for our target audience because the mothers who are at work all day and did not get to see the news, can come home and relax later in the evening catching up on all the biggest stories.

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Media Choices Magazines

Better Homes and Gardens

Circulation: 7,624,505

This magazine is catered to women directly in our target audience demographic and psychographic. Mothers will buy this magazine to be inspired in style, food, family and love. This is the prefect place to have an ad where mothers will most likely see it and be exposed to our message.

Woman’s Day Circulation: 3,394,754Woman’s Day is an everyday magazine that women of an older age enjoy to read. It discusses ways to improve aspects of their home, health, fashion, fitness, relationships, and entertainment. The magazine provides women with information they can use to enhance the quality of their lives.

People

Circulation: 3,542,185People Magazine is a huge household name that makes its success through subscriptions to homes. It contains insightful, compassionate and entertaining coverage of the most intriguing people in our culture, from extraordinary people doing the ordinary-to-ordinary people caught up in extraordinary circumstances. Mothers of all ages will buy this magazine on their way to work, sitting at the train station, or just to read for fun at home.

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Media Choices: Internet ESPNThis is the place that many college students use to stay updated on all the sports news. Mothers can go online during their child’s game season and check statistics and highlights of games they have missed.

PandoraOne of the most popular online radio stations available, mothers of all ages tune into the radio stations that they can customize themselves giving them a better chance of being exposed to our advertisements. Mothers listen to Pandora in the car, at work and while at home doing her daily activities.

WebMDWhen a child gets sick or is having symptoms of something, WebMD is the first place mothers go to find more information about remedies, and health risks. The results are immediate and very helpful for all parents.

AmazonThis is the biggest online shopping retailer that offers great prices and savings for all families. Mothers of all ages, from having young kids to kids in college, can purchase items such as diapers all the way to textbooks.

The Weather Channel On a daily basis do people need to know the weather for travel, academic and vacation reasons. The Weather Channel offers a ton of features to having the most accurate weather report, very easy to navigate, and gives information about closed schools and upcoming weather alerts, which mothers are interested in knowing for their family.

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Media Choices: Billboards

We have decided to place outdoor ads in some of the biggest college football cities in America. These six locations are specifically picked for the huge universities that reside in them. Supporting mothers and families come to these events at the schools, sometimes from very far away, where they tailgate or throw viewing parties for their team. This is a great way to get these mothers exposed to our football ads during football season promoting Kettle Chips as the choice of snack to watch during Football.

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Media Choices: Schedule

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Media Budget

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Brand Activation

Kettle Chips next big flavor competition

Identify: Kettle Chips are, we will hold a new flavor competition during the college football season.

Objective: to get our target audience to become more interactive with the brand

Strategy: With the sports rivalry will also come a rivalry between which flavors win. Each College team will vote on a flavor for their campus. The winning flavors from each campus will then go head to head for the rest of the season, associating that flavor with the team. Each campus will have its own flavor to root for and at the end of the season the winning flavor will be reveled. They will also better understand how natural our chips are because of the slogan for the competition. “ Kettle Chips are natural, so are ideas. The Kettle Chips next big flavor series.” When timed properly with our college football campaign the Kettle Chips brand will not only be well known, but popular.

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Brand Activation

The Kettle Chips IPhone & Android Game

Identify: the Kettle chips game will be a free game that will be made for the purpose of public awareness. It will be set up as a station and time based game much like the chipotle iPhone game.

Objective: to show all the natural ingredients that are used in Kettle Chips and promote a healthy living style

Strategy: essentially a timing game where you try to make specific natural flavors of kettle chips but you can get upgrades and point. The goal is for this game to become a iPhone game fad like Candy Crush and Fruit Ninja.

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Evaluation

We will be doing some of our football-based ads in the early months, during Super Bowl season, and so will see gains there. Then we will see marginal increases during the next few months as we will only have our internet ads running. As summer rolls around, we should see increases skyrocket because we will be restarting the ads on TV and in magazines and run them heavily. The gains should stay somewhat strong through the rest of the year.

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Evaluation

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