1. BACKGROUND

Reynolds Wrap was first sold at the company's headquarters in Richmond, Virginia ultimately hitting retail store shelves in 1947 after demand outpaced reach. Reynolds was the first consumer package goods company to use magazine advertisements, to tell consumers about product shortages following the Korean War. Their early product communications led them to becoming the market leader, today aluminum foil can be found in 98% of America's kitchens. Oil usage being manufactured by Reynolds Metals (premium and private label). Originally, aluminum paper was developed as an innovative solution to an excess amount of aluminum produced to support World War II. Now the company operates 100 manufacturing facilities in 24 locations worldwide. Today, Reynolds’ ‘other end-uses’ products include aluminum beverage cans, flexible food service packaging, consumer home food management, transportation, building, and construction1. The company has a metal supply system and operations in bauxite mining, alumina refining, and reclaimed aluminum production. Plastic used in its packaging and consumer products is manufactured by one of Reynolds Metal’s verticals (not Reynolds Wrap). Reynolds has received a great deal of praise for its recycling philosophy, which has been in place since 1968. As of 1980, the company had recycled almost half the cans it had produced. By 1990, Reynolds recycled roughly 438 million pounds of consumer-generated aluminum scrap, paying out $123 million to Recyclers. The company now also recycles other companies’ cans with total recycling greater than their annual production. In addition to its environmental advantages, recycled aluminum requires only five percent of the energy that’s used to produce aluminum from virgin materials. As the leader in consumer aluminum recycling, Reynolds distributes aluminum and stainless steel mill products through a nationwide network of metal service centers (including private label brands). Reynolds began as a supplier of foil for cigarette packaging during the early years of tobacco consumption, thus creating the business to business arm of Reynolds. Now owned by a holding group, Reynolds Consumer Products, Reynolds Metals is part of a family of popular brands such as Hefty, Fresh-Lock, Slide-Rite and Alcan.

1 "ReynoldsMetalsCompany."InternationalDirectoryofCompanyHistories.1998.RetrievedApril10,2016fromEncyclopedia.com:http://www.encyclopedia.com/doc/1G2-2842300107.html

2. SITUATIONAL ANALYSIS

The brand is fearful of becoming undifferentiated or being perceived as a commodity. Throughout its long history RA has told the story of its benefits. Now, Reynolds is struggling to keep themselves superior. The fear of becoming far less known or irrelevant in the minds of today’s consumers looms heavily over the company’s stakeholders. Reynolds Metals needs help to differentiate itself and rebuild its former luster as a brand. 2.1 SWOT

Strengths

1. Leader in the industry 2. “First in its class” reputation 3. High brand recognition across multiple

demographics 4. Unmatched products for protecting

food from harmful chemicals, bacteria and other problems

5. Versatile brand 6. Heavy focus in Corporate Social

Responsibility (CSR) initiatives

Weaknesses

1. Evolving into a commodity 2. Lack of engagement resulting in loss

of engagement by its consumers 3. Lack of targeted messages for male

audiences 4. Microwave safety issue, which is

causing consumers to buy alternatives 5. Low public knowledge of RA products’

diverse functions and uses

Opportunities

1. Storytelling, Reynolds’ strong historical presence in the aluminum foil industry (including RA Wrap)

2. increase in male participation within the ‘kitchen’

3. Emerging multiple applications 4. promotional contingencies that

support brand re-positioning 5. Outdoor cooking use 6. Expanding the aluminum foil market

share more expansive use of the Reynolds Kitchens concept

Threats

1. Private label aluminum wrap brands sold at lower prices

2. Low quality standards in the minds of RA wrap consumers

3. Wide market availability of competing package goods with multiple uses (Styrofoam containers, plastic wrap, wax paper and plastic baggies)

4. Environmentally challenging manufacturing processes, not biodegradable

2.2 Value Proposition House for Reynolds Wrap Products

Competition Target Consumer Insight

In general, our target consumers are categorized as females between the ages of 13 - 65; males between the ages of 20 - 50, who seek the best aluminum foil products for food preparation in support of the Reynolds Wrap.

• Other private label

aluminum foils

• Plastic bags

• Plastic wraps

• Plastic containers • Parchment paper

Functional Behavioral “I wish I had an aluminum foil I can use indoors and outdoors” “I want aluminum wrap that’s as flexible as the food I consume” “If only there was a brand of foil my parents trusted”

Female Persona

- Age: 45 - Education: Some

College - Occupation:

Homemaker - Income: Null - Family: Three Kids (Boy

13, Girl 9, Girl 5) - Housing: Homeowner

- Cooks every day - Bakes at least three times a week - Enjoys having the family over during the

holidays - Looks for efficient ways to cook - Reads cookbooks - Subscribes to Better Housekeeping - Invests time searching for kitchen /

cooking ‘hacks’ on social media

Male Persona

- Age: 35 - Education: College+ - Occupation: Sales

Account Executive - Income: $95K - Family: Married Two

kids (Boy 10, Girl 8) - Housing: Homeowner

- Owns a barbecue grill and is looking for ways to grill healthy options.

- Attends a National Football League game in person once or twice a season

- Hosts friends & family outdoors - Lives an active lifestyle - Likes the arts - Enjoys cooking - Gadget freak

Benefits Reason to Believe Discriminator

Functional: - Easy to use - High quality - Stores food - Disposable - Versatile - Sustainable Emotional: - Reynolds Wrap is most

convenient to use. - Historically a trustworthy

brand. - I feel good using an

environmental friendly wrap

● The Reynolds brand is the market leader for all aluminum foil (name brand & generic)

● Active in corporate social responsibility ● Long standing reputation ● Sustainable manufacturing practices for the past 70 years ● Provides different types of aluminum foil to fulfill needs of its

customers

Historical brand recognition ~95% of the premium aluminum wrap market Top of mind: Kitchen consumable

2.3 Social Media Audit – Reynolds Wraps (Including Reynolds Kitchens and the Aluminum Industry)

Platform Account Name Content/Purpose Following

Reynolds Kitchen Facebook introduces recipes, utilizing products of Reynolds Kitchens, through collaborative demonstrations of words and videos.

605,505

@ReynoldsWrap Twitter posts cooking ideas, and highlights of the day that is food relevant or about Reynolds’ history. Also it shares endorsements from fans and opinion leaders. 3,043

Reynolds Kitchen Instagram account displays varying kind of recipes through visually appealing images and clips

12.2K

Reynolds Kitchen YouTube channel showcases videos of types

of cooking recipes, tips and product commercials of Reynolds Kitchen products.

1122

Reynolds Consumer Products

Content on this platform covers brief introduction about Reynolds consumer product lines, access to further information on company and brands, and list of positions opening for recruitment.

6,393

Reynolds Kitchen Categorized in 27 boards, Pinterest channel has a focus on recipes in different occasions. In addition, one of boards is for customers display their ideas of using wrap foil aside from its cooking function.

6.2K

Reynolds Wrap Cooking ideas and recipes compose content

on this channel. 61

Goals using the objectives: Increase awareness for the aluminum foil industry, to support Reynolds Wrap brand awareness resulting in increased sales.

3.0 OBJECTIVES AND TACTICS

3.1 Objective #1 Communication Objective: Reinforce Reynolds as a market leader. Business Objective: Increase share of voice by two percent by Q4 2016. Audience(s): Females between the ages of 13 and 65; males between the ages of 20 and 50 who are looking to purchase Reynolds products. Strategy: Promote Reynolds products through digital and traditional media. Tactics:

1. In order to reinforce Reynolds as a market leader and as a responsible community member, they will collaborate with No Kid Hungry – an organization that works with schools to end child hunger in America. Reynolds will support a campaign to serve children who have benefitted from No Kid Hungry. No Kind Hungry will promote this campaign through the participating schools that utilize their program. These children aged 7-12 years old selected from cities such as New York City, Chicago, Boston, Los Angeles and Seattle will be eligible in a contest. The contest will ask them to create a deliverable (i.e. essay, video, drawing) that describes, “What They Want to be When They Grow Up.” The entries will be judged by Reynolds’ Community Relations team members, and “No Kid Hungry” management. The Top 15 winners (3 from each city’s contest) will receive a 100% undergraduate college scholarship to attend their home state’s public university funded by Reynolds.

2. Reynolds has been in the industry for almost 70 years. Building off its highly regarded reputation Reynolds will create a series of animated commercials. These animated commercials will feature a caveman character named Rey. These animated commercials will present the ‘historical’ biography of the evolution of Reynolds Wrap. The first storyboard will showcase how Rey discovers aluminum foil on his adventures during the stone age. It will then be followed by a commercial of Rey travelling to the modern era. Rey will comically educate modern civilization about the legacy of Reynolds’ aluminum foil. In the following commercials Rey will continue to tell his story about how Reynolds made his life more convenient. Rey feels its his duty to educate the modern world about the evolving utilities of Reynolds’ Wrap, to prove Reynolds ability to adapt based on customers’ needs.

3. Reynolds has traditionally believed that recycling is an important business practice. Contributing to this belief Reynolds will initiate a campaign to prevent food waste and promote sustainability efforts to save marine life. Reynolds’ new - Heat & Eat - recyclable food containers allows consumers to have an alternative microwave safe leftover food storage container to plastic.

Seamless: an online food ordering service, partners with local restaurants in 40 U.S. cities. Reynolds will partner with Seamless to provide participating restaurants with Reynolds’ new - Heat & Eat product. These biodegradable containers will be included in every order placed through the Seamless service every weekend in New York City for three months. Before a consumer completes his or her transaction a map would appear that shows an aquatic ocean area in need of pollution clean up. Consumers will be notified that 5% of their order was donated to that cleaning effort. Reynolds will work with local environmentalists to complete that effort. This effort will also be publicized in the form of videos and posts shared on various social media platforms.

Key Message: “Reynolds was introduced in 1947 and what made our products so useful back then is still true today.” Social Media Recommendations:

Platform Account Name Suggested Content

Reynolds Kitchen - Post the deliverables created by children from “No Kids Hungry”; share their dreams and show how Reynolds will help them

- Identify social media influencers and pitch them about the benefits of Reynolds products, and the scholarship program

- Share the animated commercial series of caveman Rey to highlight Reynolds’ history

- Use creative pictures/videos to illustrate the Heat & Eat food container recycling process and how it will benefit marine environment

@ReynoldsWrap - Identify social media influencers and pitch them about the benefits of

Reynolds products and the Reynolds scholarship program

Reynolds Kitchen - Post pictures and short videos created by children from “No Kids Hungry” describing “What They Want to be When They Grow Up

- Post animated caveman comic picture series - Illustrate the Heat & Eat food container recycling process with one

picture

Over the Top Content

Reynolds Kitchen - Post videos created by children from “No Kids Hungry” and show how Reynolds will help them

- Share an animated caveman video

Reynolds Kitchen - Post infographics about the benefits of Reynolds products and tagged blogs that use Reynolds Aluminum foil in DIY projects and everyday life hacks

- Create a board and post photos of the scholarship recipients

Reynolds Consumer Products

- Implement CEO profile with news sharing content such as sustainability and recycling tips

3. 2 Objective #2: Communication Objective: Foster the industry by promoting new uses of aluminum foil in the kitchen by launching an unbranded campaign. Business Objective: Increase size of the Reynolds Foil with the aluminum foil market share by twenty percent. Audience(s): Females between the ages of 13 and 65 and males between the ages of 20 and 50 who are prospective consumers of aluminum foil. Strategy: Create pop-up ‘Kitchens’ in three key markets (New York, Los Angeles, Chicago) in three quarters (one per quarter) to promote the industry. Tactics:

1. Being the market leader, promoting new uses of aluminum foil in general will facilitate growth that directly affects Reynolds as a brand. In order to achieve this objective Reynolds will launch a hotline (email, chat, phone) in cities such as New York City, Chicago, Boston, Seattle and Los Angeles during the Thanksgiving season. It is during this season that consumers will need guidance when preparing their holiday meals in the kitchen. The hotline will be set-up in a rented call-center (up for client discussion). This hotline will serve as a go to resource for current and prospective consumers. It will provide these consumers access to subject matter experts (SME) including chefs, product experts, etc. who can answer health and safety cooking related questions. They will educate consumers on the advantages of using aluminum foil compared to kitchen alternatives. This hotline will be launched in the beginning of the fall season (September-October) on Facebook, Twitter, Pinterest, Instagram, live chat and email to help every cook get the information they need, when they need it. Reynolds would also collaborate the hotline promotions with the YouTube video series featuring Rey, the caveman character (mentioned in Objective 1).

2. A majority of the demographics that this objective focuses on looks for cooking guidance through digital media. Also, sites such as Pinterest began a recipe-sharing trend for cooking enthusiasts who are a part of the digital generation. Since Reynolds is a key player within the Aluminum Association, a leading aluminum trade association in the US, it will collaborate with the organization to launch an interactive hashtag campaign, #FoilBuzz. This hashtag will be launched through Aluminum Association’s official Twitter handle - @AluminumNews. #Foilbuzz will provide easy access to prospective consumers who are a constant lookout for convenient cooking. This hashtag will be asking current and prospective consumers to share their experiences using aluminum foil in the kitchen. Through our collaboration, Reynolds and the Aluminum Association will retweet the “best” content.

3. Pitch the story of “Ten Unknown Ways Foil Facilitates Kitchen Tasks” by Giada De Laurentiis -- a celebrity chef featured on Food Network – to US media outlets such as Cooking Light, Food Network Magazine, New York Times, Wall Street Journal and Food Network to increase foil exposure to reach customers that are subscribed to these publications.

Key Message: Aluminum foil provides cooking miracles and inspires an easy lifestyle.

Social Media Recommendations:

Platform Account Name Suggested Content

Reynolds Kitchen

- Launch Reynolds hotline - Collect the most frequently asked question on Reynolds hotline; share the answers and kitchen tips - Highlight the product’s benefits - Share Reynolds’ media coverages

@ReynoldsWrap - Launch Reynolds hotline and share collected questions and kitchen tips - Share Reynolds’ media coverages - Launch the #FoilBuzz hashtag campaign through Aluminum Association’s official Twitter @AluminumNews

Reynolds Kitchen

- Launch Reynolds hotline - Post creative cooking photos with Reynolds’ Wrap

Reynolds Kitchen

- Create videos featuring on different usages of aluminum wrap and kitchen tips - Produce videos highlight the product’s unique benefits such as durability and non-stick properties.

Reynolds Kitchen

- Create a board of “Ten Unknown Ways Foil Facilitates Kitchen Tasks” - Create boards on each major product line

3.3 Objective #3: Communication Objective: Launch a nationwide integrated marketing campaign promoting the use of Reynolds aluminum foil during outdoor grilling activities. Audience(s): College-age consumers on NCAA Division One campuses, indoor/outdoor cooking equipment manufacturers, outdoor cooking product zealots

Strategy: Create partnerships to promote the foil outdoor cooking uses. Tactics:

1. Create a national grilling competition campaign entitled “Ring of Fire.” Reynolds Foil will select a top tailgater (group or individual) from each ESPN College Gameday filming location (locations and times are announced by ESPN no later than the week before said match) NCAA Division One College Football game venues. Then approach kitchen personalities Bobby Flay and Cristeta Comerford to serve as judges for this competition. The judges will review video submissions from the Reynolds field marketers of curated videos of the ‘weekly tailgate winners’ with the goal of selecting a champion. Secondly have the celebrity judges record a video message congratulating the grand prize winners of ‘Ring of Fire,” awarding the winning “Ring of Fire” tailgaters four tickets to the NCAA Football National Championship match (or other prominent College football Bowl Game). This competition will be publicized through various media mediums; print, video, and social to be shared across all channels. Reynolds will also produce a content marketing documentary on this campaign to be showcased on all owned Reynolds sites. Lastly, the celebrity judges will record video messages to the winning tailgaters awarding the prize. This will also serve as a way to introduce a new partnership with ESPN College GameDay2 Broadcasts taking place during ‘competition’ promotion.

2. While the Reynolds foil team is traveling to these various venues they can visit and participate in indoor / outdoor cooking equipment trade shows or conferences. These attendees who are outdoor zealots, will associate the Reynolds Foil brand with outdoor product exhibitors such as Weber, Viking or Kitchen Aid. Reynolds will conduct grilling

2 College GameDay is an ESPN entertainment show previewing college football games. In 1993, GameDay began broadcasting live from outside a stadium hosting a game most Saturdays. The selected stadium is usually hosting one of the biggest matchups of the day, regardless of whether the game airs on an ESPN network.The show takes on a festive tailgate party atmosphere, as thousands of fans gather behind the broadcast set, in view of the show's cameras.

demonstrations at these exhibits to enhance the Foil uses and grilling experience while using Reynolds.

Key Message: Reynolds Foil is an excellent grilling companion as illustrated by the tailgaters various uses throughout the NCAA Division One Football Season. Social Media Recommendations:

Platform Account Name Suggested Content

Reynolds Kitchen - Share #RingofFire video series from YouTube to document and promote the tailgating campaign

- Share the video message from the celebrity judges - Showcase Reynolds effort in indoor/outdoor equipment centric

trade shows or conferences.

@ReynoldsWrap - Initiate hashtag #RingofFire to document and promote tailgating

campaign

Reynolds Kitchen - Share photos of the winners/foods/funny scenes of the grilling competition - Share photos emphasizing Reynolds effort in indoor/outdoor equipment centric trade shows or conferences.

Reynolds Kitchen - Display #RingofFire video series to document and promote tailgating campaign

- Share the video message from the celebrity judges

Reynolds Kitchen - Create a board and share selected food pictures from different tailgaters

Reynolds Wrap - Share selected contents from other platforms

4.0 DELIVERABLES

1. Media Kit (both digital and print):

a) Pocket Folder: The pocket folder will be in the form of the “Reynolds Wrap product box.” Everything within the media kit will be rolled inside. Reynolds contact information including corporate address and websites will be printed on the outside of the box. A business card of a Reynolds media relations' representative will be placed adjacent to the horizontal side of the box.

b) Press Release: Tradeshow, Scholarship award recipients, etc.

a. Attached document c) Backgrounder: Along with a backgrounder of Reynolds Wrap (sample below)

included would be the boilerplate for the organizations/individuals we are collaborating with:

a. Aluminum Association b. Seamless c. No Kid Hungry d. NCAA Division One College Football e. ESPN College GameDay f. Bobby Flay g. Cristeta Comerford h. Giada De Laurentiis

Sample Backgrounder

After made its debut in Richmond, Virginia, Reynolds Wrap massively hit retail store shelves since 1947 through outstanding, non-precedential magazine advertisements in consumer package goods industry. Today, aluminum foil labeled as Reynolds can be found in 98% of America's kitchens, originally a solution to aluminum left from World War II of cigarette packaging. To date, Reynolds operates 100 manufacturing facilities in 24 locations worldwide. Products and services grow from aluminum foil production only to an inclusion of beverage cans, flexible food service packaging, consumer home food management, transportation, building, and construction, distributed through a nationwide network of metal service centers (including private label brands). As a responsibly global running company, Reynolds levels its efforts in recycling with business growth from 1968. By 1990, Reynolds recycled roughly 438 million pounds of consumer-generated aluminum scrap, paying out $123 million to Recyclers. The company now annually accomplishes industrial recycles greater than it produces. Additionally, recycled aluminum saves 95 percent of the energy used in producing aluminum from virgin materials. Now owned by a holding group, Reynolds Consumer Products, Reynolds Metals is part of a family of popular brands such as Hefty, Fresh-Lock, Slide-Rite and Alcan.

d) Management Profile: CEO and other relevant mangers. These management biographies will include title, position, education, tenure, contact information and picture.

e) Photos: Of various events: Award recipients of the scholarships, logo, Heat & Eat product photos, “Ring of Fire” winner, and other relevant items

f) Videos (only included in digital version): Rey, the caveman character series, scholarship award winners’ stories, etc.

g) Media Alerts: For events such as the indoor/outdoor cooking equipment tradeshows or conferences, “What do you want to be when you grow up?” competition, and other relevant events covered through the tactics.

2) Social Media • Hashtags:

• #FoilBuzz • #RingofFire • #FoilGate

• Sample Facebook post:

3) Traditional Print Media

• New York Times (David Tanis,Julia Moskin) • USA Today (Eric Grossman, Megan Pacella) • Wall Street Journal (Gail Monaghan, Kitty Greenwald) • Good Housekeeping (Joanna Saltz, Rheanna O'Neil Bellomo)

• Cosmo (Elizabeth Narins) • House Beautiful (Samantha Emmerling) • Cooking Light • Food Network Magazine • Cook's Illustrated • Fine Cooking • Food & Wine

4) Digital Media

• Food Bloggers (Jane-Anne Hobbs, Amanda Smyth, Erin Scott) • Food specific social media Personalities / influencers (@jamieoliver, @ladyironchef,

@food) • Broadcast Media

o Network morning news shows o Day-Time Talk

§ Ellen Degeneres § Dr. Phil § The View § The Kitchen § Rachel Ray

o Food Network

5) Multimedia

• PowerPoint decks for use by agencies outlining Key Performance Indicators of Reynolds Foil and its various uses.

• Social Media Multimedia long form videos to be used via YouTube, Vimeo, Hulu, and over the top (OTT) delivery methods.

• Short form videos not to exceed 12 seconds for Instagram and twitter as a way to showcase ‘lifehacks’

6) Activations

• Set up Reynolds Foil recycling points to staffed by the No Kid Hungry to staff the collection. • Reynolds Foil Pop-Up ‘Reynolds Kitchen’ to support the advancement of Reynolds foil in

three key markets (New York Flatiron district, Chicago Millennial Park, Los Angeles Santa Monica Third Street Promenade) in support of objective two.

• Support of objectives activations will compliment the events. During the NCAA tailgate Reynolds Foil will have Brand Ambassadors on site to help offer tips to the participating tailgaters

5.0 EVALUATION

Reynolds Kitchen campaigns’ successes are evaluated based on essentially what the client is looking to achieve and whether it was achieved. We use specific outcomes to collect data and measure impacts.

Here are the Three Areas of Success we evaluate: 1. Media Coverage 2. Target Audience Awareness 3. Attitudinal and Behavioral Change During the evaluation phase, we also ask questions about the communication process (input>activities>outputs>outcome relationships). The answers inform our final assessment of success.

Inputs Activities Outputs Outcome Relationships

~Was the plan research-based?

~Did the campaign structure hurt or hinder progress?

~Were targets and stakeholders engaged?

~How were the target audiences engaged?

~Were the tactics, communication vehicles/platforms, audiences, and timing aligned?

~Did audiences receive messages?

~What were the tangible results? (number of supporters, subscribers, fans, traffic, and impressions?)

~Did the audience understand messages?

~Was the campaign successful?

~What are the lessons learned and opportunities gained?

~What attitudes within target audiences changed due to level of exposure. (behaviors and opinions)

All evaluations are collected through: ● Media coverage reports ● Competitive news analysis reports