KC Masterpiece by andrea gansz

MEDIA CAMPAIGN KC Masterpiece

Chris Deitrick Michael Flint Andrea Gansz Paul Ksenofontov Xiao-Shan Li Jacob Logar Ashton Steele

‘Cue Culture Beginning in 1908, Kansas City became one of the nation’s barbecue capitals. Back then, ribs were sold in two pound slabs for a quarter. Each slab was wrapped in newspaper and sold out of an old trolley barn with a sawdust floor. Here, many to-be famous pioneers of barbecuing were trained on how to create the most authentic, delicious food of the time. After years of trying new flavors and techniques, impromptu restaurants such as this became popular foundations of barbecuing expertise and innovation. With the growing popularity of barbecue, different cities developed various sauces that helped to define the culture and tastes of the time. 30 years ago, Rich Davis developed Kansas City Masterpiece, a sauce that blended the best aspects of other popular barbecue states such as the Carolinas and Texas. The result was a sauce that was a perfect medium; not too spicy or tangy but also distinctly smooth. Today, barbecue is so much more than just a way to make a meal. With its rich history and decades of flavor trial and errors, barbecue is something of a phenomenon, and even its own culture. ‘Cue culture is the culmination of many individuals’ culinary innovations over the years. This experience translates into so much more than just being ‘good’ at barbecuing but instead is a love for creating the best tasting food possible. This love for cooking extends to every aspect of barbecue, including connecting with friends and family, being outside and even taking a step back from everyday life to really enjoy a meal. Whether a person follows the heritage of barbecue and visits the barbecue capitals of the nation, goes to a festival with their family and friends or even starts a new tradition by cooking in their backyard, ‘Cue as a culture will only continue to grow. New sauce brands such as “Cue Culture” are even expanding to include flavors from the Caribbean and Jamaica; making the idea of ‘Cue expand on an international level. ‘Cue culture is an ever evolving and ever changing way to experience new flavors and foods. Most importantly, ‘Cue is the love of cooking, the love of friends and family and the love of making others happy through something as simple as food.

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Table of Contents 0

The Executive Summary

Situation Analysis

Target Market Recommendation

Media Plan

4 Creative 5

Sales Promotions

Budget Recommendations

Work Cited

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0. Executive Summary Beginning in June, KC Masterpiece is starting a multi-million dollar national advertising campaign. With national promotions, consumer contests, social media interaction and coupon distributions, KC Masterpiece’s campaign will cause an explosion in sales. Barbecue is one of the world’s oldest and respected cooking traditions. Some say this tradition, otherwise known as ‘Cue, is throwing steaks on the grill. Some folks say ‘Cue is marinated chicken creating a fine dining experience. This barbecue sauce has been proven to be great with broiling, baking and grilling but now is time to change the status quo, with ‘Cue. KC Masterpiece, change the status ‘Cue. The following plan is designed to maximize the awareness and usage frequency of KC Masterpiece Barbecue Sauce. Black Out Media is confident that through the 52 week recommended media plan, KC Masterpiece will be able to change the perception of the everyday uses of barbecue sauce and build brand loyalty through our target audience of adults 35-49.

Who are we targeting? Through research from Mintel and Simmons, we have identified the particular demographic market that are purchasing KC Masterpiece Barbecue Sauce along with specific niche market cities that will help further the campaign nationwide and make KC Masterpiece foremost on consumer’s minds.

How are we going to reach our audience? After discovering our target market, we created a campaign that would differentiate KC Masterpiece from the competition by positioning it as the sauce that changes existing norms. Throughout our campaign, we will utilize the social media, Facebook, YouTube, Twitter and Hulu. Additionally, we will reach consumers by visiting our target cities and promoting the brand through the use of tour trucks and impromptu cookoffs. Promotional advertising can also be found on our microsite, which details contests and giveaways in addition to providing menus for KC Masterpiece recipes.

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1. Situational Analysis The Market 6 Competitive Analysis 10 The Consumer 14 Advertising History 25 Sales Promotion 30 SWOT Analysis 35 The Market Definition There is a large variety of barbecue sauces offered within the marketplace. There are three different categories including, wet sauces, dry sauces, and ethnic sauces. This report highlights the United States market for KC Masterpiece Barbecue Sauce products.

Relevant Market (SIC) Code The Standard Industrial Classification (SIC) code for KC Masterpiece Barbecue Sauce is 2033. Barbecue sauces are classified as a “manufactured food and kindred product,” which is specified by the first two numbers of the SIC code being 20. The next two numbers, 33, specify that is it is a “canned fruits, vegetables, preserves, jams, and jellies” product. The NAICS code is 311421. Barbecue sauces like KC Masterpiece are categorized as “Fruit and Vegetable Canning.”

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Market Size and Growth Trends The cooking sauce and marinade industry is highly fragmented, with the “wet sauce” category as the leading majority in both sales and growth. KC Masterpiece Barbecue Sauce is included within the “wet sauce” segment of categories. The “wet sauce” segment made $1.2 billion in sales in 2007. The key Year trendsWet in Sauces the condiments market $million 2002 1,249.00 are that sales grew 8.2% between 2003 1,280.00

1,280

2004 2007-2009. Meat 1,256.00 sauces, a $930

2005 1,268.00 2006 million segment in1,281.00 2009, was among 2007 1,291.00 the fastest of any segment, 2008 growing1,297.00 2009 1,304.00 driven2010 by successful performance of 1,310.00 2011 1,316.00 barbecue sauce in particular. (Mintel, 2012 1,323.00

1,291

Sales of Wet Sauce in $millions 1,281 1,268

1,256

1,249

Cooking Sauces and Marinades. “Market Size and Forecast.” US, 2008)

2002

2003

2004

2005

2006

2007

In terms of sales and performance, the condiments market grew 5.5% during 2008-2009, reversing the inflation-adjusted sales declines experienced in prior years. Private labels in this period were some of the fastest growing brands in this market. The $5.6 billion condiments market has benefited during 2008-2010 from recession-related consumer price sensitivity, which has led to more meals eaten

5,332

in home. (Mintel, Condiments.

Sales of Condiments in $millions

“Market Size and Forecast.” US, 2010)

5,056

4,828

Market Forecast

2005

4,882

2006

4,928

2007

2008

2009

Mintel anticipates that growth exceeding 5% annually will continue in FDMx outlets through 2012, and by 2015 the market will hit $7 billion in these specific outlets. Though expecting a slight slowdown in growth during 2013-2015, Mintel estimates that over the six year period (2010-

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2015), the compound annual growth rate (CAGR) will be 4.9%, or 3.2% after adjusting for inflation. This slowdown is in result to the recovering economy, as consumers resume restaurant dining or choose more convenient and expensive prepared meals for dining at home. (Mintel, Condiments. “Market Size and Forecast.” US, 2010)

Market Make-up There are several condiment segments including; “pickles, olives, and relish,” ethnic sauces, meat sauces, “ketchup and mustard,” and other sauces. Out of these group segments, the “meat sauces” category of condiments has the third largest market share with 17.4% (Mintel, Condiments. “Segment Performance.” US, 2010). These sauces are sold in a variety of different sizes and quantities ranging from 18oz, 24oz, and 28oz bottles. Some large scale brand’s market share has focused on appealing to a sense of fun that gives the consumer an impression of culinary creativity and regional character. 2005 2006 2007 2008 2009

864 850 848 930 999

Sales of Meat Sauces in $millions

999

930 864

850

2005

2006

848

2007

2008

2009

Distribution There is a large amount of people that use barbecue sauce across the country. According to SMRB, also known as “Simmons,” a consumer research database, the two main regions that have the most barbecue sauce use are the geographic region South (33.8%) and the geographic region Southeast (22.7%). The other top geographic regions are West Central (16.2%) and the geographic region East Central (12.8%) (SMRB, 2009). Mintel states that out of a 2,000 base survey of adults aged 18+, 70% said they use barbecue sauce as a condiment to serve with food. (Mintel, Condiments. “Condiment Usage Activity.” US, 2010)

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Significant Trends Product Innovations Many companies have contributed to the growth of this industry by launching new products. The leading segment for product launches are private labels. New innovations product claims for condiments include kosher, all natural, no additives or preservatives, organic, and low/no/ reduced trans fat. This trend grew from 2005-2010 when consumers stated their concerns for sodium/MSG content within products. Another important consumer consideration is authenticity of a product. Mintel states that products with an “authentic” platform champion the ingredients and the links between a specific region or country suggesting the importance of “real” sauces. Economy and Sales Mintel states that the declining economy has influenced more consumers throughout the United States to scale back on restaurant dining and eat at home. Consumers have developed the habit of cooking food at home and using condiments to help prepare these meals. This habit is now embedded and unlikely to be lifted as the economy recovers. This is where premium private labels have provided varieties of flavor choices and motivation for home cooks while suiting those with increased price sensitivity. (Mintel, Condiments. “Market Size and Forecast.” US, 2010) In anticipation of a moderate economic rebound, national brand names will continue to be supported by promotional spending to compete with private label, and large manufacturers will then have the financial means to expand lines and launch new products and flavors. With the condiments market growing 5.5% during 2008-2009, more consumers have continued the proliferation of cooking how-to and competition-based television shows, giving home cooks plenty of inspiration to learn a new skill. (Mintel, Condiments. “Market Size and Forecast.” US, 2010)

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Competitive Analysis Brief History KC Masterpiece is a sweet and tangy sauce that originates from the hometown of barbecue, Kansas City. KC Masterpiece has been around for 30 years and continues to be not only a local favorite in its hometown, but also has gained nationwide popularity. KC Masterpiece is a compliment to any meat it is prepared with, including beef, chicken, and pork. Currently, KC masterpiece is sponsoring country artist Keith Urban to celebrate the excitement of outdoor cooking and having fun with friends and family.

Overview In 2010, KC Masterpiece had the third largest market share of the four top barbecue brands. Despite not being the top brand in the market, KC Masterpiece has a variety of flavors that can compliment all kinds of grilling.

Technical KC Masterpiece is a sweet and tangy barbecue sauce that compliments any food it is added to. This product can be used while grilling or used as an ingredient in cooking recipes. KC Masterpiece is packaged in 28 ounce bottles that are plainly labeled. The label shows a star labeled as Kansas City so consumers know exactly where the product originated and also where the heart of barbecuing can be found.

Product Distribution Through Retail Channels Barbecue sauces when compared to other food categories are sold through a wide variety of channels beyond supermarkets. Restaurants also compete in this market, with many food service establishments now bottling and selling their own brands of sauces and marinades. Supermarkets account for just over half of sales in this category, and the competition for shelf is strong. Most supermarkets carry national and store brands as their major product mix. Mintel states that 48% of the sales of cooking sauces and marinades are sold throughout restaurants.

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% Who Use BBQ and Seasonging Sauce In The Household 65+ 12%

55-64 17%

18-24 16% 25-34 18%

45-54 18%

18-24 25-34

35-44

35-44 19%

45-54

55-64 65+

Product Line KC Masterpiece is available in 28 ounce bottles that sell for $2.49 each. KC Masterpiece is available in eight different flavors, Original, Hickory Brown Sugar, Honey, Hot nâ&#x20AC;&#x2122; Spicy, Mesquite, Smoky Bourbon, Southern Style, and Sweet and Tangy. KC Masterpiece also offers a variety of spices and rubs.

Shelf Space Schematic

KC Masterpiece is available in two sizes, 18 ounce and 28 ounce bottles. The 18 ounce bottle sells for $2.49 while the 28 ounce bottle sells for $3.59. This product is found surrounded by competitors such as Sweet Baby Rayâ&#x20AC;&#x2122;s and Jack Daniels BBQ sauce. KC Masterpiece has a small selection in the middle of the shelf space but the majority of its inventory is towards the bottom of the shelf.

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10 ounces 10 ounces 10 ounces 10 ounces 10 ounces 10 ounces 10 ounces 10 ounces

28 ounces 28 ounces 28 ounces 28 ounces 28 ounces 28 ounces 28 ounces 28 ounces

18 ounces 18 ounces 18 ounces 18 ounces 18 ounces 18 ounces 18 ounces 18 ounces 18 ounces

18 ounces 18 ounces

KC Masterpiece KC Masterpiece Original KC Masterpiece Honey Barbecue KC Masterpiece Mesquite KC Masterpiece Smoky Bourbon KC Masterpiece Southern Style KC Masterpiece Hickory Brown Sugar KC Masterpiece Sweet & Tangy KC Masterpiece Hot 'n Spicy

Kraft Bull's-Eye Original Bull's-Eye Hickory Smoke Bull's-Eye Sweet & Tangy Bull's-Eye Guinness Bull's-Eye Brown Sugar & Hickory Bull's-Eye Texas Bull's-Eye Carolina Bull's-Eye Memphis Bull's-Eye Kansas City

Sweet Baby Ray's Sweet Baby Ray's Original Sweet Baby Ray's Honey Barbecue

Bottle Size

Kraft A1 Steak Sauce Original A1 Steak Sauce Thick and Hearty A1 Steak Sauce Cracked Peppercorn A1 Steak Sauce Bold & Spicy A1 Steak Sauce Sweet Hickory A1 Steak Sauce Smoky Mesquite A1 Steak Sauce Supreme Garlic A1 Steak Sauce Kobe Sesame Teriyaki

Brand

Competitive Comparison Chart

$2.78 $2.78

$2.39 $2.39 $2.39 $2.39 $2.39 $2.39 $2.39 $2.39 $2.39

$2.49 $2.49 $2.49 $2.49 $2.49 $2.49 $2.49 $2.49

$4.68 $4.68 $4.68 $4.68 $4.68 $4.68 $4.68 $4.68

Retail Price

2 Tbsp 2 Tbsp

2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp

2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp 2 Tbsp

1 Tbsp 1 Tbsp 1 Tbsp 1 Tbsp 1Tbsp 1 Tbsp 1Tbsp 1Tbsp

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70 70

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15 25 15 20 20 30 25 25

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Calories Total Fat Cholesterol

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290mg 300mg

310mg 360mg 310mg 350mg 510mg 270mg 360mg 290mg 280mg

240mg 280mg 260mg 240mg 240mg 320mg 240mg 310mg

280mg 290mg 230mg 260mg 170mg 240mg 240mg 280mg

Sodium

17g 17g

13g 14g 13g 15g 16g 10g 11g 12g 12g

15g 12g 14g 15g 15g 15g 15g 11g

3g 6g 0g 5g 5g 8g 5g 4g

Total Carbs

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Protein

16g 15g

11g 12g 11g 13g 14g 9g 10g 10g 11g

12g 10g 12g 9g 12g 13g 13g 9g

2g 5g 2g 3g 4g 6g 3g 4g

Sugars

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1.1 ounces 1.1 ounces 1.1 ounces 1.1 ounces 1.1 ounces 1.1 ounces 1.1 ounces 1.1 ounces 0.7 ounces 0.7 ounces 0.7 ounces 0.7 ounces 0.7 ounces 0.7 ounces 0.7 ounces 0.7 ounces 1.6 ounces 1.6 ounces 1.6 ounces 1.6 ounces 1.6 ounces 1.6 ounces 1.6 ounces 1.6 ounces

McCormick Bag 'n Season Beef Stew Bag 'n Season Chicken Bag 'n Season Country Style Chicken Bag 'n Season Herb Roasted Pork Tenderloin Bag 'n Season Meat Loaf Bag 'n Season Pork Chops Bag 'n Season Pot Roast Bag 'n Season Swiss Steak All-American Burger Seasoning Mix Beef Stew Seasoning Mix Beef Stroganoff Sauce Mix Italian Meatball Seasoning Mix Meat Loaf Seasoning Mix Meat Marinade Seasoning Mix Sloppy Joe Seasoning Mix Swedish Meatballs Seasoning Mix Garlic & Herb Buffalo Wings Seasoning Mix Hickory BBQ Buffalo Wings Seasoning Mix Homestyle Chicken & Mushroom Mix Honey BBQ Chicken Glaze Seasoning Mix Honey Mustard Chicken Seasoning Mix Original Buffalo Wings Seasoning Mix Salsa Chicken & Rice Seasoning Mix Season 'n Fry Seasoned Coating Mix $2.02 $2.02 $2.02 $2.02 $2.02 $2.02 $2.02 $2.02 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.79 $1.99 $1.99 $1.99 $1.99 $1.99 $1.99 $1.99 $1.99

$4.00 $2.25

Retail Price

2 Tsp 2 Tsp 2 Tsp 2 Tsp 2 Tsp 2 Tsp 2 Tsp 2 Tsp 1 Tsp 1 Tsp 1 Tsp 1 Tsp 1 Tsp 1 Tsp 1 Tsp 1 Tsp 1 Tbsp 1 Tbsp 1 Tbsp 1 Tbsp 1 Tbsp 1 Tbsp 1 Tbsp 1 Tbsp

1Tbsp 1Tbsp

10 15 20 10 15 15 10 15 15 15 20 20 15 15 20 40 25 25 25 25 25 25 20 35

15 15

0g 0g 0.5g 0g 0g 0g 0g 0g 0g 0g 0g 0.5g 0g 0g 0g 1g 0g 0g 0.5g 0g 0.5g 0g 0g 0g

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Serving Size Calories Total Fat Cholesterol

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36 ounces 24 ounces

Heinz Heinz Ketchup Heinz Ketchup

Brand

Bottle Size

500mg 380mg 650mg 180mg 400mg 530mg 400mg 500mg 470mg 480mg 500mg 320mg 320mg 280mg 300mg 490mg 500mg 440mg 510mg 480mg 500mg 500mg 360mg 610mg

190mg 190mg

Sodium

2g 3g 3g 2g 2g 3g 1g 3g 3g 2g 4g 3g 2g 3g 3g 6g 5g 6g 3g 5g 4g 6g 4g 7g

5g 5g

Total Carbs

0g 0g 0g 0g 0g 0g 0g 0g 0g 0g 0g 0g 0g 0g 0g 0g 0g 0g 1g 0g 0g 0g 0g 0g

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Fiber

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Protein

The Consumer According to research from Mintel reports, consumers show strong uses of barbecue sauce throughout their daily lives when preparing food during the week. Of the surveyed sample 35-64 year olds used an average of two bottles of barbecue sauce in the last 30 days during fall of 2009. Out of the top 15 brands of barbecue sauce used in the household the top contender, A.1. Steak Sauce ranked highest among consumers across the board. KC Masterpiece barbecue sauce ranked second with the highest percentage of users being 35-64 years old. Sweet Baby Ray’s and Bull’s-Eye were ranked the lowest out of the four top competing brands 2009, but still have become a strong preference for consumers today (Mintel, Condiments. “Household Consumption of Condiments.” US, 2010). Mintel states that for any condiments, the number of jars used per month drops noticeably in empty nester households. There is, however, potential for increasing the number of meal occasions in which condiments are used in these 65+ households, especially since older consumers are more likely to prepare meals from scratch. (Mintel, Condiments. “Household Consumption of Condiments.” US, 2010). Because the potential for innovative new flavors and recipes is the strongest in barbecue sauces through modifying the sweet/spicy/ smoky/fruity formula, new flavor additions to the lineup can keep barbecue brands exciting and a priority in the consumer’s mind. barbecue sauce brands fragment the adult consumer market, offering the possibility of new and niche entries in abundance. There has been a significant increase in the frequency of usage peaking at more than 10 times per week in the population aged 3564. It then drops to its low (8.38 meals per week) in the group aged 65+.

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Ketchup Usage According to Mintel/Experian Simmons data, ketchup usage is nearly universal, in upwards of 95% of households. Brand names matter more to people 65+, where only 18% of respondents buy store or other brands. Given that the oldest age group is also the one with the highest percentage (46%) using less than one bottle a month, the higher price associated with brand names is probably not a noticeable concern. (Mintel, Condiments. “Household Consumption of Condiments.” US, 2010). Heinz is the dominant brand, used by about three quarters of households; no other brand exceeds half of households using it. The average number of bottles used per month is highest in the groups aged 18-24 with 1.57 bottles per month and 35-44 with 1.42 bottles per month. Mintel states that the 35-44 age group is the most likely to have children in the household. (Mintel, Condiments. “Household Consumption of Condiments.” US, 2010).

Attitude and Knowledge Research shows that consumers place higher emphasis on nutrition and diet, which results in placing condiments and sauces accordingly to fit their diet expectations. When considering a sauce, consumers have a positive attitude towards products with terms such as “MSG Free”, “Low Sodium”, and “No Additives or Preservatives”. Although consumers feel that it is important to have multiple sauces on hand most need reminders to use the sauces they already have or to even think about sauces at all. Consumers seem to have little knowledge when it comes to what sauces can be used for and different ways it can be used in a meal outside dips or marinades. Providing recipes and encouraging usage other than with the main meal of the day will increase knowledge and offer different ideas to using sauces then traditional dipping techniques, which consumers report as open to trying.

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Purchasing habits and usage After the onset of the economic downfall, consumers no longer have the funds to dine away from home. This has caused consumers to start seeking at-home solutions and substitutes for their typical awayfrom home meals. Barbecue sauce is a product that is used to flavor meat cutlets and is usually purchased simultaneously for a group event such as tailgating and barbecues. Barbecue sauce companies use promotion techniques to pair with meat distributors to promote their sauce during the peak grilling season. According to Mintel, usage of both barbecue and seasoning sauces declined between 2003 and 2007 but neither decline was substantial with only 5 percent decline in the barbecue sauce industry. Low carbohydrate diet fads in 2003 sparked a temporary increase in frequent meat consumption which led to increased rise in flavoring sauces by consumers. Although this rise in sales was beneficial to the industry, Mintel reports show people may be cooking less and purchasing prepared foods more. To compete with the frozen foods industry, sauce manufacturers have an opportunity to give online or in-store cooking demonstrations to consumers who want a delicious home cooked meal, but are not comfortable with the increased cooking time they must invest.

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Geographic Observations When looking at use of sauces and seasoning, research has shown us that it is not a question of whether or not the country uses these products. The amount of people in all of the top 14 DMAs use sauces and seasonings about equally according to Simmons Research. The question is; where are sauces and seasonings used more frequently? Increased frequency of use directly translates into increased frequency of purchase. Heavy users are heavy purchasers. If we can target the parts of the country with greater volume of sauce and seasoning use then the impacts we make on each individual will have a greater effect in the bottom line. We want to find the places where consumers are using 1, 2, even 4 bottles of barbecue sauce within 30 days. Consumers with more frequent use are more likely to have a preference in their barbecue sauce brands. Gaining the loyalty of a frequent user will be more cost effective than targeting casual consumers. Usage of sauces and seasonings across populations range anywhere from 75-85% of all consumers. With no drastically low regions in the country, we looked to frequency of use in order to determine where the true use of the product lies. Within this 75-85% of the population, when frequency is considered, use of all sauces points to the south as the most heavy users in the country, though not by much. It ends up that we had to look all the way to barbecue sauce in order to really see which regions use the most. We gained some definitive insights and were able to pin point exactly which regions are going to be consuming getting sauce the allmost over sauce. their faces on the regular!

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The mid-west ends up being the strongest users of barbecue sauce with over 1.25 bottles of sauce used by the average consumer per month. The Southern parts of the country have the second heaviest set of users, with average household bottle consumption at 1.15 bottles or above all the way from Texas to Florida. Heavy bottle consumption includes anywhere in the country that is not the Pacific coast, Western inland, and Northeastern states. The cities we have chosen to place strong emphasis on in our campaign all fall within the regions that have the most heavy use. The following maps show the average amount of sauces used in 30 days by those consumers who indicated using sauces according to Simmons Research. The first heat map â&#x20AC;&#x153;All Saucesâ&#x20AC;? include ketchup, barbecue sauce, steak sauce and marinades, while the second is strictly average amounts used for barbecue sauce.

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> 1.05 1.05>1.02 1.02>1 1>.95 .95>.85 <.85

Average # of bottles used per household every 30 days: All Sauces

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> 1.25 1.25>1.20 1.20>1.15 1.15>1.05 1.05>.95 <.95 KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Average # of bottles used per household every 30 days: Barbecue Sauce

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Primary Research Survey Findings Primary research was conducted by creating an online survey using the site Qualtrics. The survey was then administered using email and social media sites such as Facebook and Twitter. There were 200 respondents in an eight day period. There were 14 questions total; nine focusing on consumer purchasing habits and barbecue sauce preferences, one focusing on media usage and five demographic questions. The following pages show the overall results and conclusions from this research.

7% 16%

Sweet Baby Ray's KC Masterpiece A1 Steak Sauce

54%

Bull's Eye

23%

180 160 140 120 100 80 60 40 20 0

Over half of respondents chose Sweet Baby Ray’s as their primary choice of sauce when preparing a meal. KC Masterpiece was rated the second highest with Bull’s Eye receiving the lowest rating of the four sauces.

2. What factors influence you to try a new cooking sauce or marinade product?

158

69 45

1. If you had to choose, which of the four barbecue sauces below would you pick for preparing your food?

46 9

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When trying a new cooking sauce or marinade product, consumer decisions rely heavily on good taste. Spiciness and price were also considered factors but besides the choice of “other”, nutrition and authenticity were rated the lowest concerns among consumers.

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No, Never Yes, With Occasional Impulse Purchases

3. When you go shopping for groceries, do you plan your purchases in advance? Overall, the majority of consumers plan their purchases in advance with occasional impulse purchases while shopping. This shows that effectiveYes, advertising Alwayssuch as end cap No, displays or special Never discounts could effectively Sometimes reach consumers and spark impulse purchases.

11% 10%

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Yes, Always No, Never Yes, With Occasional Impulse Purchases

80%

25 21 154

4. When you go shopping for groceries, do you plan on buying a particular type of brand? While the phrase “Sometimes” isn’t a concrete answer, that is what the majority respondents reported when questioned about brand loyalty. Most consumers have certain favorite brands they tend to purchase but are open to other brand names.

19 160

12% 11%

Yes, Always No, Never Sometimes

77%

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13 38 13

17% A1 Steak Sauce

19%

Sweet Baby Ray's Bull's Eye

KC Masterpiece Other

50%

118 105 138 165 21

Marinading Basting As a Dip As a Sauce Other 180 160 140 120 100 80 60 40 20 0

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5. Of the following barbecue sauces listed, what particular brand of barbecue sauce would you buy? While this question posed a similar response as the first question, the results were slightly skewed. Sweet Baby Rayâ&#x20AC;&#x2122;s remained in highest demand by consumers with over half of consumers committed to purchase. Consumers purchasing habits showed change as KC Masterpiece and A1 reported to be almost neck and neck with 19 and 18 percent points respectively.

6. How do you use Barbecue sauce? (Check all that apply) Each category had a high amount of consumer usage since multiple boxes could be checked. However, using the product as a sauce was the highest reported usage by consumers.

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7. What type of cooking styles do you use barbecue sauce for? (Check all that apply) While multiple boxes could be checked for this question, grilling while using barbecue sauce was reported a popular use among nearly all respondents. Baking was another popular cooking style when using the sauce with interest from over half of respondents.

200 180 160 140 120 100 80 60 40 20 0

8. Rank the below types of food you use barbecue sauce with by dragging them in order of how often you use them. First being “Most” and sixth being “Least.” Chicken and Ribs were reported to be the meats most frequently paired with barbecue sauce among consumers. The majority of respondents agreed that lamb would be the least likely meat to pair with barbecue sauce on their dinner tables.

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9. Rank the above types of media by dragging them in order of how often you use them. First being “Most” and seventh being “Least.” Overall, respondents were more likely to use social media sites such as Facebook and Twitter over any other medium. When respondents are not using social media, participants reported spending time watching television and other entertainment online. Print media, such as magazines and newspapers, are least likely to be used by the surveyed audience.

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10. Gender

The respondentâ&#x20AC;&#x2122;s genders were split almost in half with the majority of respondents female.

11. Age

Overall, most respondents were 18-24 years old.

Male

44%

Female

57%

Age 65+

Age 55-64

Age 45-54

Age 35-44

10%

Age 25-34

Age 18-24

72%

48%

4 Year Degree (In Progress)

12. Education

The majority of participants were undergraduates in progress of their four year degree. No respondents had reported not graduating from high school.

2 Year Degree (In Progress) 2 Year Degree

GED High School Some High School

Overall, most respondents reported making less than $25,000 annually.

Listed)

4% 16% 0% 4% 0%

72% 15% 3% 4% 2% 6% 62%

Less Than $25,000

13%

$25,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100k+

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Some College

Other (Not Listed) 6 Caucasian Native American 2 13. Race Pacific Islander 4 Asian American The respondents of the survey African America 3 were primarily Caucasian. Asian American 15 African America $100k+ 12 Caucasian 72 $75,000 - $99,999 Pacific Islander 6 $50,000 - $74,999 8 Native $25,000 - $49,999 13 American Less Than $25,000 Other62 (Not

14. Income

27%

4 Year Degree

8% 6% 12%

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Advertising History Understanding the advertising history of barbecue sauces and competitors will help to better determine how to reach consumers on the most efficient and effective levels. Touching on how consumers in the past have been reached, in what quantity, and through which mediums will provide insights necessary to aide in a successful campaign Advertising for KC Masterpiece and its competitors rely heavily on seasonality and drawing the connection between the sauce, and the foods they compliment. Sauces, marinades, condiments, and rubs all play against KC Masterpiece for shares of the market and a chance for frequent placing alongside Americansâ&#x20AC;&#x2122; favorite dishes. Through advertising often closely tied to promotions such as sporting events and seasonal activities such as concerts and festivals, these complimenting flavors create brand association with events where consumers would encounter the brand in a favorably associated environment. Traditionally, barbecue sauces start out as regional flavors and then expand distribution and exposure up to a national scale. Because of these regional beginnings, brands can often assume specific geographic analogies. With the expanding, new competition will has and will arise, constantly rewriting the rules on how to market sauces and marinades. The challenge is to effectively connect with consumers in fresh and exciting ways. What worked in the past may no longer work, the industry is already seeing a strong transition to internet-based sales and exposure. KC Masterpiece has the opportunity to maintain a leading role in the market, the key is to learn from those closest. Add to this the fact that nearly half of all sales in the sauce and marinade market are outside of the supermarket and the advertisements must accomplish more than just brand interest, they must inspire pursuit of the product. KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

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Major Competitors and Their Strategies When looking specifically at competitors, major brands from each competing category have well defined approaches to their target consumer. Barbecue sauce assumes roles as a condiment, dipping sauce, and marinade/cooking sauce. Advertising from anywhere, mustard to ranch to meat rubs can effect sales and exposure. They are prying for a piece of the same markets and it has the potential to spread KC Masterpiece if strategy is not applied. Current campaigns from each can be seen reaching for a myriad of market goals. Campaigns focus on anything from an expansion of consumer base to increasing the frequency of use, and even targeting a completely new segment that may not have had much previous penetration from the industry. These brands have a tendency to blur the lines between advertising and promotions and often opt for cobranding with other products from either the parent brand or a noncompeting brand from a separate industry. (Mintel, Condiments. “Advertising and Promotions.” US, 2010)

A1 Steak Sauce A1 is part of the Kraft Foods behemoth and with every intention on remaining the most well known and consumed meat sauce. Their slogan “Yeah, it’s that important.” is a few years old and may be wearing on the consumer. The images of normal people acting in strange responses to the presence of A1 is both confusing and entertaining to the consumer. The fact is that restaurants carrying A1 and consumers have come to rely on this market leader. A1 seems to be continuing their emphasis on the brand’s tradition and cultural relevance. Phrases that include words like ‘original’ ‘leading’ and ‘#1’ tend to spur the consumer toward purchases, and rightfully so (Mintel, Cooking Sauces and Marinades. “Advertising and Promotions.” US, 2008). A1 Steak Sauce was advertised with almost $2.5 million in traditional media in 2009 (LNA, 2009).

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Heinz 57 Ketchup Nothing says natural and original quite like Heinz’s recent advertising efforts for their 57 label ketchup. “No one grows ketchup like Heinz.” is an acknowledgement to the condiment’s main ingredient. The language and phrasing of it is much more effective than simply saying that the ketchup is made with really awesome tomatoes. The brand is an icon in American culture and the advertising must reflect this legacy(Mintel, Condiments. “Advertising and Promotions.” US, 2010). US ad dollars show that Heinz Ketchup had an over $17 million ad budget in 2009. This is the largest ad spending of any single traditional condiment brand (LNA, 2009).

Sweet Baby Rays Sweet Baby Rays has virtually no advertising. Promotions lead the way for this brand. If there is a single brand in the industry that proves that traditional advertising is not necessary to have a successful brand, it is Sweet Baby Rays (Mintel, Cooking Sauces and Marinades. “Market Share-Wet Sauces.” US, 2008). Word of mouth, organic consumer enthusiasm, and a respectable internet presence have provided Sweet Baby Rays with a market share that came at a bargain when considering ad dollars.

McCormick Rubs Since 2009, increases in spending on McCormick’s Grill Mates made for large jumps in sales. With the tagline, “Master the flame, Master the flavor.” McCormick is attempting to reach a younger cooking and grilling demographic. Advertisements address likely situations including summer barbecues and backyard sports. Promotions compliment the idea of gaining knowledge and prowess within the grilling realm. Health is also an attribute addressed in advertisements and the dedicated Grill Mates website. Tie-ins to tools and information on the website and elsewhere help to create a cohesive campaign for the market leader of seasonings. Advertising spending in 2009 for the Grill Mates line totalled $5.2 million in 2009 (LNA, 2009).

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Mrs. Dash Possibly the most prevalent of seasonings when it comes to addressing health as a selling point. Mrs. Dash is made with no salt/MSG and they make it known. Simple commercials with a fact based narrative over top point to the unique selling point of Mrs. Dash for an easy to digest message. The brand’s advertising approach appears to be toward more female than male, giving question as to why the male populace is not addressed more directly with the shortcomings of a name like “Mrs. Dash.” Advertising for the Mrs. Dash brand came to just over $7 million in 2009 (LNA, 2009).

Hidden Valley Ranch Considering the variety of applications for ranch dressing, it’s no surprise to see this food giant as a competitor. Fortunately for us, Hidden Valley comes from the same family of brands as KC Masterpiece. Touting itself as the original ranch, and supporting it as market leader and a substantially large one at that, Hidden Valley has a significant advertising budget. Recent campaigns have focused on Hidden Valley’s use with vegetables. “Hidden Valley Ranch makes vegetables delectable.” The recent advertising approach has been criticized for not addressing many of the concerns among consumers (Mintel, Bagged Salad and Salad Dressings. “Advertising and Promotions.” US 2008). 2009 spending on advertising for Hidden Valley Ranch came to $33.3 million (LNA, 2009).

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Network TV, Spot TV, Syndicated TV, Cable TV

$17,306.60 $4,654.10 $3,053.50 $2,454.40 $537.80 $2,779.60 $1,920.90 $1,569.40 $299.50 $1,297.10 $7,027.90 $1,790.80 $2,648.90 $807.30 $6,754.90 $1,004.00 $273.50 $524.30 $29,341.40 $3,437.10

Heinz: Ketchup Frenchs Classic Yellow: Mustard Heinz 57: Steak Sauce A-1: Steak Sauce Lloyds: Barbecue Sauce Lea & Perrins: Worchestershire Sauce Tabasco: Hot Sauce Kikkoman: Soy Sauce Dales: seasoning Sauces KC Masterpiece Barbeque Sauce & Kingsford Charcoal: Combo

Mrs Dash: Salt Free Seasoning McCormick Grill Mates: Varoius Spices McCormick Grill Mates: Seasonings McCormick Grill Mates: Marinade & Seasoning Mix

Lawry's: Marinade Holland House: Cooking Wine Goya Mojo: Marinade

Hidden Valley Ranch: Dip Hidden Valley Ranch: Salad Dressing Hidden Valley Ranch: Salad Dressing Mix

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Network TV, Spot TV, Syndicated TV, Cable TV Magazines, Network TV, Spot TV, Syndicated TV, Cable TV Magazines, Network TV, Spot TV, Syndicated TV, Cable TV

Network TV, Spot TV, Cable TV Magazines, Sunday Magazines Magazines, Spot TV, Cable TV

Magazines, Network TV, Spot TV, Cable TV Magazines, Sunday Magazines Magazines, Network TV, Spot TV, Cable TV Magazines, Network TV, Spot TV, Cable TV

Magazines, Network TV, Spot TV, Syndicated TV, Cable TV, Network Radio Network TV, Spot TV, Syndicated TV, Cable TV Magazines Syndicated TV, Network Radio Cable TV Magazines Network TV, Cable TV, Network Radio Cable TV, National Spot Radio Spot TV

Mediums

Total Ad Dollars (000)

Brand/Product

LNA Sauces

Sales Promotion KC Masterpiece Keeping in mind that all major companies that make barbecue sauce provide extensive couponing online, in-store, and on-pack promoting product trial, each company has chosen its own creative approach to sales promotion tactics in an effort to unify their brand message and company objectives.

Authentic, essential and straight to the heart barbecue sauce that brings “Real Deal” people together for a celebration of life is a constant theme throughout the promotional efforts of KC Masterpiece Barbecue Sauce. The Real Deal sales promotions focus on people who enjoy life, but are hardworking and passionate about the little things that are important. It can be a doctor who knows all their patients on a first-name basis or a co-worker who is so passionate about cooking that they constantly bring in their kitchen creations for everyone in the office to try. By holding their promotions at the same time as the 2010 Keith Urban Summer Lovin’ Tour, KC Masterpiece hoped to create a way for people to escape, whether it’s tailgating before a show, being inspired during Keith Urban’s show or hanging out in the backyard grilling with family and friends.

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Throughout the summer of 2010, KC Masterpiece worked with country music star, Keith Urban in a quest to bring Real People, Real Music, and Real Food across the country. As a sponsor of the Escape Together Tour, KC Masterpiece hosted the Keith Urban Backstage Barbecue Experience, VIP pre-show events featuring KC Masterpiece Barbecue Sauce and a personal performance by Keith Urban followed by photo opportunities with him. KC Masterpiece Barbecue Sauce also provided various sweepstakes and contests for consumers. The “Me, You, and a BBQ” sweepstakes was held in coordination with Keith Urban’s Escape Together Tour and gave entrants a chance to experience a private Keith Urban concert as well as hang out with Keith Urban at a private Barbecue. Other prizes included trips to Los Angeles, New York, and Las Vegas to see Keith Urban in concert. KC Masterpiece also set up the “Real Deal” recipe contest for the “best barbecue” and best “wild card” creation using KC Masterpiece Barbecue Sauce. The first place winners of the two categories received a “Backstage Barbecue Experience,” which featured an acoustic performance by Keith Urban followed by a group photo opportunity.

Sweet Baby Ray’s

Sweet Baby Ray’s Barbecue Sauce has become the fastest growing premium barbecue sauce in America. The brand’s sales promotions have focused on emphasizing its history as an award-winning barbecue sauce that moved beyond its cherished Chicago origins to become America’s fastest growing premium barbecue sauce. The viral contest held through their official website called The “Thrill Without the Grill Video Challenge 2” encouraged consumers of Sweet Baby Ray’s to send in a 60 second video showing why they

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are a Sweet Baby Ray’s Super fan. The winner received a cash prize of $1,500 plus a feast of barbecued meats for up to 25 people and 1 year’s supply of BBQ Sauce.

Additionally, Sweet Baby Ray’s website also features a page dedicated to the slogan “The Sauce is the Boss!” Consumers of Sweet Baby Ray’s “Show’em who’s boss!” by submitting photos that show their various uses of Sweet Baby Ray’s Barbecue Sauce. As a brand, Sweet Baby Ray’s isn’t just a barbecue sauce. In 2005, the first Sweet Baby Ray’s Barbecue Restaurant opened in Wood Dale. This 36-seat establishment provided an opportunity to develop the premium brand of Sweet Baby Ray’s Barbecue Sauce by combining it with some of the finest barbecue in the nation. Two years later a larger, 185-seat Sweet Baby Ray’s Barbecue Restaurant was opened in Elk Grove Village. In addition, Sweet Baby Ray’s also offers extensive catering programs that focus on delivering great satisfaction and enable clients to wow their guests with the unique taste of Sweet Baby Ray’s Barbecue Sauce.

Kraft Barbecue Sauce

The Kraft Foods wet sauce with the second largest market share is Kraft Barbecue Sauce. Kraft BBQ Sauce has been effective in holding a 6.2% market share of wet sauce sales with a variety of flavors

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and promotions. Kraft Barbecue Sauce is positioned as a low cost, time saving product that has a higher viscosity, thus allowing the consumer to use less in one use. Using Facebook, Twitter and a landing page entitled “JustAddBBQ.com”, Kraft utilizes social media and the internet to interact with consumers and promote new products. Kraft BBQ Sauce is popular with users for the taste and the continued use of coupon distribution. This sauce is marketed toward a demographic who wants to save money and coupon promotion does this effectively.

A1 Steak Sauce Kraft’s A1 Steak Marinade is the most successful wet sauce product sold by Kraft and holds the largest market share of 8.7% in 2007. A1 has utilized several co-marketing strategies throughout the years and in 2008, A1 co-merchandised with the service meat department to promote beef sales during the summer months. In-store displays invited customers to purchase A1 along with $1 coupons on grilling cuts with the purchase of this popular Kraft item (Mintel, Condiments. “Advertising and Promotion.” US, 2010). According to the NCBA, Kraft also partnered with the Anheuser-Busch company in 2008 to promote summer holidays and fall tailgating. This partnership included instore displays in supermarkets with instant redeemable coupons to give consumers incentive to purchase. The promotion featured Michelob for Memorial Day, Budweiser Select for Fourth of July and Budweiser along with Bud light for tailgating. These holidays occur during the peak grilling season and also occur during heavy sales promotion for grills with POP advertising and end cap displays (Mintel, Outdoor Barbecues. “Advertising and Promotion.” US, 2010).

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Heinz Ketchup Although Heinz Ketchup is not a barbecue sauce, it is still a direct competitor to the barbecue sauce industry. Ketchup sales have steadily increased from 2008 with an overall expected 5.4% rise in sales during 2010-2015 for the ketchup and mustard segment (Mintel, Condiments. “Segment Performance.” US, 2010). Although Kraft holds the majority market share with less than 10%, Heinz is a close second behind by more than one percentage point (Mintel, Condiments. “Segment Performance.” US, 2010). Ketchup sales have also steadily increased since the economic downturn while authenticity, nutritional content and low cost have been the deciding factor in condiment purchases. Heinz Ketchup has done several promotions such as the Gone Dipping with Gorton’s Fish Sticks Sweepstakes, the Heinz Wholesome Memories Contest, and the Top This TV Challenge (Heinz.com). Each sweepstakes or competition holds its own landing page with free entry into its contests. Heinz Ketchup reaches its target consumers by having a large presence on social media sites such as Facebook and Twitter. The Heinz Ketchup Facebook fan page has over 500,000 fans and uses its large media presence to its advantage. By offering special offers and creatively displaying its digital promotions, Heinz’s Facebook page involves consumers while achieving brand loyalty. The company’s extensive Facebook page offers a frequently asked questions page, Heinz also promotes its product by sponsoring grants for inter-generational gardens that uses gardening as a tool to encourage children to develop healthy eating habits and care for the environment. The National Gardening Association is a non-profit organization that has worked for 35 years to renew and sustain the environment while providing education to youth about education, health and wellness (Association, Garden). Heinz Tomato Ketchup markets itself on being a healthy product for families and offers ketchups with reduced sugar, sugar substitutes, and high-fructose corn syrup (Mintel, Condiments. “Advertising and Promotion.” US, 2010).

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SWOT Analysis Strengths

Weaknesses

One of the strongest selling points of KC Masterpiece Barbecue sauce is its authentic background. Kansas City is considered to be the “heart of barbecue”, where numerous barbecue cook-offs, challenges and events are held each year. KC Masterpiece has been celebrating the lifestyle of barbecue for over 30 years, bringing family and friends together in order to enjoy the outdoors and have fun eating at the same time. KC Masterpiece is brightly labeled and is much more visually appealing than its competitors. KC Masterpiece is also associated with having a celebrity status, as it can be seen touring with Keith Urban. This not only makes the brand more fun, it creates an even more in depth image of the fun country barbeque lifestyle.

Despite having a long history of barbecuing and celebrating the barbecue lifestyle, KC Masterpiece is only third in the top four brands of sauce. KC Masterpiece also has a product line that is too broad. Instead of only focusing on a few different types of sauce, they have a wide variety of sauces that might be too overwhelming for consumers. A1 sauce and Sweet Baby Ray’s, two of KC Masterpieces main competitors, have much higher sales and half the variety of sauce. KC Masterpiece is also not as versatile as Sweet Baby Rays for instance. Consumers of Sweet Baby Rays finish and rebuy bottles much faster than consumers of KC Masterpiece.

Opportunities

Threats

KC Masterpiece, while already making an attempt to embody the barbecue lifestyle, has the opportunity to really set them apart from the competition. If KC Masterpiece can really have people identify them as the go to sauce for friends and family, they will think about the excitement of being outdoors and cooking before they even buy the product. If KC Masterpiece can create excitement about barbecue, they can capture consumers who are truly passionate about cooking. People who can identify with a brand will become loyal to it and return again and again when they need more.

Sweet Baby Ray’s has a much higher percentage of sales than KC Masterpiece and does not spend nearly as much money or do virtually any advertising. KC Masterpiece needs to become a more versatile sauce and change their focus from being a brand that can only be used during cooking to one that can be used for dipping and casual eating.

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Campaign Objectives Launch a campaign starting on June 1, 2011. Highlight KC Masterpiece as the sauce that originates from the heart of barbecue, Kansas City. Get consumers excited about barbecue sauce and spending time with family/friends. Consistently remind our target market of the fun barbecue atmosphere. Get consumers to purchase bottles of KC Masterpiece more frequently. Reach a target demographic of adult women ages 35-49. Maintain a budget of $4.7 million.

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2. Target Market Recommendation Determining the target market comes down to the execution strong research. Through the secondary research resource Simmons, an exclusive target audience has been derived. This audience will be the primary focus of campaign efforts, and all choices in media placement, strategy, and promotions will reflect upon the results of this data. These graphs show those who answered yes to the following descriptors. The following secondary research established exactly who KC Masterpiece needs to be targeting.

Gender Male and Female adults have a high incidence of using barbecue sauce. This is exemplified in all three charts, which show that both genders have high index numbers ranging from 96-103. A campaign to target both genders, as well as a special focus on the female demographic is ideal. By targeting both genders it allows KC Masterpiece to target people who use barbecue sauce the most while also penetrating a consumer market that has a high potential for growth.

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Age Adults ranging from 35-49 are the recommended age range for KC Masterpiece to target. The index numbers corresponding to this target age for the three charts are all above average and range from 101-105. They also have exceptionally high vertical percentages, which show that this group is great for KC Masterpiece to target because it represents a large amount of people who already use barbecue sauce on a regular basis.

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Education Adults 35-49 who have graduated high school as their highest form of education are the most promising demographic for KC masterpiece to target. This is supported by users of barbecue sauce, ketchup, and seasonings with index numbers between 99-101 as well as above average vertical percentages in all three categories.

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Employment Steady incomes enable greater purchasing power. Adults with steady employment that totals greater than 30 hours work weeks are most interested in purchasing sauces and seasonings, along with most other consumer products. There is agreement in this observation across all three related product categories observed.

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Marital Status According to Simmons, over 50% of the users of barbecue sauce and related flavorings are presently married. This category ranks significantly higher than other category choices in Index rating.

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# of Children in Household Adults with 1-2 children in a household are most likely to use barbecue sauce according to Simmons research about barbecue sauce, seasonings, and ketchup. All three categories have an index number that is above average as well as high vertical percentages which indicate that households with at least 1-2 children is part of KC Masterpieceâ&#x20AC;&#x2122;s target market.

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Household Income While a higher income does not always mean a consumer is more likely to use a specific product, this is the case for sauces and rubs. Households with incomes above $45,000 and especially above $50,000 are the most likely income distributions to use these products. Those households with incomes over $50,000 make up approximately 52% of users of competing sauces and rubs, as shown below. Not only do they make up over half the users, but they have more disposable income to spend on sauces and other food furnishings.

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Psychographics The recommended target audience tends to display a variety of traits that include dominating, authoritarian, demanding and aggressive. In contrast, they also display traits of affection, passion, love and romance. Throughout our research other possible demographics were considered but not recommended due to lack of effectiveness. Younger ages between 18-30 years old were considered because of their tendencies to be more involved in social activities. However, they were not recommended as a target demographic due to their lower incomes, which resulted in them being less likely to purchase specific products due to the belief that they were too expensive. In addition, the older demographic of 55-64 was also considered because of their higher disposable income. This group was not recommended as a target demographic because of them being less involved in hosting social events that directly correspond to the use of barbecue sauce.

Consumer Profiles Using Simmons 3 Choices we derived information about useful age demographics who consume barbecue sauce. Some of the main points we chose the target demographic based on were age, income, education, marital status, ethnicity and number of children in the household. After we decided our demographic we used the market segmentation tool, PRIZM, to find profiles we could target our advertisements at. The PRIZM profiles were chosen based on how close their preset profiles were to the demographic information we found on Simmons 3 Choices.

Up and Comers Up and Comers are middle class individuals in the 25-44 year old age demographic. They are interested in athletic activities, the latest technologies, and nightlife. Many of them have some formal education and their median household income is $53,521. This profile lives in the city and do not have any children yet.

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American Dreams American Dreams: Almost half of this profile is racially diverse and falls into the 35-54 year old age demographic. This profile has children in the household and has at least some formal education. Their median house hold income is $58, 517.

Shotguns and Pickups Shotguns and Pickups are lower to middle class families that fall in the age group of 25-44 years old. This profile has children in their home and has at least a high school education. Additionally, they enjoy camping and hunting, shopping at Sears and driving Ford F Series trucks.

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KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n Dallas-Ft. Worth, Tx

Kansas City, Mo

Raleigh, Nc

Washington D.C.

Atlanta, Ga

Nashville, Tn

Chicago, Il

Atlanta, GA Washington D.C.

C H I C A

Kansas City, MO Nashville, TN

G O Dallas Ft-Worth, TX

Raleigh, NC

3. The Media Plan Media Objectives Stay within a budget of $4.7 million. Utilize media and sales promotion to target men and women 35-49. Reach specific niche markets including barbecuing cities. Reach the target audience through strategically placed cable TV, radio spots, and internet entertainment sites, sales promotion events and promotional advertising. Through trade magazines, highlight the strong brand name through example of use through cook-off events and food festivals. Create continuous brand awareness and strong sales of the KC Masterpiece brand among adults 35-49 years old through humor.

Media Rationale The selection of media is based on the quintile data from Simmons, are: (1) cable television, (2) television, (3) radio, and (4) Internet. Using these rather than print media will reach our target audience for an everday use of barbecue sauce.

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Trade Magazines QSR QSR Trade Magzine is the business-to-business publication for the limited-service restaurant segment. More than 300 restaurants and restaurant chains subscribe and write to the magazine including familiar names such as McDonaldâ&#x20AC;&#x2122;s, Burger King, and Panera Bread. While this magazine is only offered to restaurant businesses, QSRmagazine.com provides a public information hub for information about healthy eating choices, consumer dining and upcoming promotions throughout the nation. QSR is published 12 times a year and a very favorable media outlet in reaching business owners and promoting KC Masterpiece as the number one condiment to offer their consumers and feature in their restaurants.

Progressive Grocer Progressive Grocer Magazine has been a top selling magazine in the supermarket industry for the past 90 years. Reaching one of the largest widespread markets n the nation, Progressive Grocer is distributed to all levels of retailers including chain supermarkets, independent grocers, supercenters, wholesale distributors, and suppliers. Progressive Grocer readers typically consist of top management of national supermarket companies and executive buyers at store level. The content of this magazine consists of research and changes in the industry as well as industry news and content essential to the business. Progressive Grocer also discusses promotions and advertising with them would be an excellent way for KC Masterpiece to discuss its campaign and gain successful awareness of our promotions.

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Supermarket News Supermarket News is the only nationally circulated weekly trade magazine for the food distribution industry. This publication for supermarkets is the primary information source for food retail industry news, trends and product features. This publicationâ&#x20AC;&#x2122;s readership includes retailers, manufacturers, brokers, analysts, association executives and other restaurant connections connected to the industry. This magazine is the premiere resource for news and insight that covers nonfood strategies, fresh market, technology and more. This would be an excellent publication to advertise in as it is the only weekly trade magazine and would effectively reach industry buyers in the supermarket business.

Television Television will be used as our primary media during this campaign as it is extremely popular with the target audience. According to Mintel, 61% of adults 35-54 are moderate to heavy television viewers watching more than an hour each day. Among our target users, only 39% of this demographic is less likely to watch television during prime time hours. More specifically, Simmons revealed this target market watches television during FILL IN NUMBERS. Based on this research and to maximize reach and frequency, we suggest prime time television as our primary medium in reaching our target audience.

For cost efficiency, focusing on cable television will be another helpful move for the KC Masterpiece campaign. Approximately 42% of our target audience consider cable television their preferred media. The combination of high interest in sports broadcasting and educational program make cable a sensible choice of media to reach the target market. Based on Simmons research, channels that had the highest index numbers among

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the female target audience were Lifetime (127), TBS (126), Food Network (129), TLC (129), and Home & Garden (128). Among our male target audience, the most popular shows based on Simmons were ESPN, ESPN2, The Discovery Channel and Comedy Central. Advertising during shows where the subject matter is relevant and enjoyable to our users is key in grabbing consumer attention and enhancing our campaign. These television shows provide programs that males and females can watch with their families and provide barbecue opportunities for large family get together such as sports events.

RADIO Radio Drive Time

Nearly 45% of our target audience prefers to listen to radio while during am and pm drive time. Only about 33% of our audience, along with low index numbers of 76, is less likely to listen to the radio during the drive time. Radio All Day

22.4% of our target audience is represented in quintile one for radio all day whereas only 16.9% of the audience with a low index number of 85 tend to listen to radio less during the day. The data for radio all day quintiles suggest that our target audience is more likely to listen to the radio during the day. With an index number of 120, our target audience is more likely to listen to the radio for several hours throughout the day.

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

PAG E 5 5

SOCIAL MEDIA INTEGRATION Facebook will be a great way to allow the consumer to make a connection with KC Masterpiece. A Facebook page solely dedicated to “What’s Your ‘Cue” will show examples of people in our target demographic from different countries and what they think of when they think of KC Masterpiece. This will give incentive and allow Facebook users to post on the KC Facebook wall about what using KC Masterpiece Barbecue sauce means to them. These posts could represent any situation from a special late night family dinner to a Sunday tailgate before a NFL football game. Sharing personal stories with users of KC Masterpiece and friends will gain more brand awareness and more consumer involvement. Much like Facebook, Twitter will be used to give first-hand information about promotional events, contests, useful tips, and recipes. This will continue to create an internet presence for KC Masterpiece and also help reach more consumers. Tweets will provide users with information on trade shows and events where KC Masterpiece will be such as tasting fairs and barbecue competitions. Being able to connect and interact with our consumers using social media is an integral part of our campaign and will help establish KC Masterpiece in the minds of our target market.

Microsite Screen Shot

PAG E 5 6

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Microsite

A link to the KC Masterpiece micro site will be accessible to consumers through our Facebook page and Twitter page. This micro site will be where users participate in the photo submission challenge and can tag KC Masterpiece in their photo submission. The photo judges will consider the top 100 photos that receive the most ‘likes’ by their friends and other fans. The top 100 photos are going to be uploaded to the micro site allowing visitors to view the contest submissions. The new site will spark people’s attention and be user friendly. User generated content as well as updates on local festivals and barbecue competitions will keep target audience members returning to the website.

Media considered but not chosen Outdoor

Outdoor will not be used as a primary source of media. Taking cost efficiency into consideration as well as higher media use of television, radio and internet combined with promotions, the campaign budget will be better used in other mediums which will be more cost efficient and generate more GRP’s. Magazines

KC Masterpiece has decided not to choose magazines to promote our barbecue sauce. Research pointed out that the target consumers are not as interested in magazines as other mediums and will not be looking to consumer magazines for information on barbecuing and condiment products. Barbecue sauce is typically a point-of-purchase product and marketing it to a demographic using unrelated magazines would be cost ineffective.

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

PAG E 5 7

Cost Efficiency Analysis Medium Radio Dallas KLUV-FM Classic Hits

KPLX-FM Country

KDMX-FM Hot Adult

PAG E 5 8

AQH Share

Time

Unit of Space Cost

CPP/AQH

CPM

4.6

M-F 6am10am M-F10am3pm M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$777

$169

$3.50

:30

$837

$182

$3.76

:30

$897

$195

$4.05

:30

$474

$103

$2.13

:30

$419

$91

$1.88

:30

$400

$87

$1.80

Mon-Fri 6am-10am Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-12am Sat-Sun 6am-7pm Sat-Sun 7pm-12am

:30

$730

$152.00

$3.14

:30

$970

$202.00

$4.18

:30

$974

$203.00

$4.20

:30

$504

$105.00

$2.17

:30

$557

$116.00

$2.40

:30

$456

$95.00

$1.96

Mon-Fri 6am-10am Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-12am

:30

$508

$164

$3.39

:30

$657

$212

$4.38

:30

$716

$231

$4.78

:30

$400

$129

$2.67

4.8

3.1

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Atlanta WKHX-FM Country

4.2

Sat-Sun 6am-7pm Sat-Sun 7pm-12am

:30

$307

$99

$2.05

:30

$254

$82

$1.70

M-F 6am10am M-F10am3pm M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$817

$194.50

$4.76

:30

$714

$170.00

$4.16

:30

$928

$221.00

$5.41

:30

$346

$82.20

$2.01

:30

$197

$46.88

$1.15

:30

$131

$31.25

$0.76

M-F 6am10am M-F10am3pm M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$665

$190.00

$4.66

:30

$564

$161.00

$3.94

:30

$746

$213.00

$5.22

:30

$384

$81.00

$1.98

:30

$138

$39.42

$1.10

:30

$34.50

$9.86

$0.25

M-F 6am10am M-F10am3pm

:30

$320

$200.00

$4.90

:30

$275

$172.00

$4.21

WUBL-FM Country 3.5

WYAY-FM Classic Hits

1.6

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

PAG E 5 9

Chicago WUSN-FM Country

3.2

M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$485

$231.00

$5.65

:30

$136

$85.00

$2.10

:30

$63

$39.42

$0.97

:30

$13.00

$8.21

$0.35

M-F 6am10am M-F10am3pm M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$800

$250.00

$3.23

:30

$400

$125.00

$1.62

:30

$700

$218.75

$2.83

:30

$200

$62.50

$0.81

:30

$150

$46.88

$0.61

:30

$100

$31.25

$0.40

M-F 6am10am M-F10am3pm M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$750

$182.93

$2.36

:30

$690

$174.30

$2.25

:30

$690

$168.29

$2.17

:30

$172

$41.00

$0.53

:30

$575

$140.00

$1.81

:30

$86

$20.98

$0.27

M-F 6am10am

:30

$447

$223.50

$2.89

WLIT-FM Adult 4.1

WLUP-FM Classic Rock 2

PAG E 6 0

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Kansas KCFX-FM Classic Rock 6.6

KBEQ-FM Country

4.6

KRBZ-FM Alternative

4.2

M-F10am3pm M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$494

$247.00

$3.19

:30

$569

$282.00

$3.64

:30

$236

$118.00

$1.53

:30

$79

$39.42

$0.51

:30

$76.00

$37.78

$0.49

M-F 6am10am M-F10am3pm M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$363

$55

$3.49

:30

$383

$58

$3.69

:30

$383

$58

$3.69

:30

$225

$34

$2.16

:30

$85

$17

$1.10

:30

$75

$15

$0.95

Mon-Fri 6am-10am Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-12am Sat-Sun 6am-7pm Sat-Sun 7pm-12am

:30

$237

$51.50

:30

$244

$53.00

$3.37

:30

$253

$55.00

$3.49

:30

$68

$34.00

$2.16

:30

$14

$2.97

$0.25

:30

$27

$5.95

$0.50

Mon-Fri 6am-10am

:30

$150

$58

$3.67

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

$3,27

PAG E 6 1

Raleigh WQDR-FM Country

5.5

WBBB-FM Classic Rock 4.7

WNCT-FM Classic Hits

PAG E 6 2

0.5

Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-12am Sat-Sun 6am-7pm Sat-Sun 7pm-12am

:30

$120

$64

$4.10

:30

$90

$62

$3.94

:30

$100

$35

$2.22

:30

$86

$33.07

$0.86

:30

$70

$24

$0.50

M-F 6am10am M-F10am3pm M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$400

$73

$6.20

:30

$358

$65

$5.50

:30

$468

$85

$7.18

:30

$215

$39

$3.30

:30

$187

$34

$2.90

:30

$160

$29

$2.50

Mon-Fri 6am-10am Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-12am Sat-Sun 6am-7pm Sat-Sun 7pm-12am

:30

$310

$66.00

$5.58

:30

$282

$60.00

$5.07

:30

$156

$78.00

$6.60

:30

$207

$44.00

$3.72

:30

$168

$36.00

$3.04

:30

$197

$42.00

$3.56

Mon-Fri 6am-10am

:30

$40

$80

$6.76

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Nashville WNRQ-FM Classic Rock 6.1

WSM-AM Classic Country

WSM-FM Country

3.6

3.4

Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-12am Sat-Sun 6am-7pm Sat-Sun 7pm-12am

:30

$35

$70

$1.21

:30

$47

$93

$7.86

:30

$18

$35

$2.96

:30

$16

$31.00

$2.62

:30

$20

$40

$3.38

M-F 6am10am M-F10am3pm M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$323

$53

$4.58

:30

$305

$50

$4.32

:30

$323

$53

$4.58

:30

$300

$49

$4.23

:30

$165

$27

$2.33

:30

$232

$38

$3.28

Mon-Fri 6am-10am Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-12am Sat-Sun 6am-7pm Sat-Sun 7pm-12am

:30

$176

$49.00

$4.23

:30

$176

$49.00

$4.23

:30

$176

$49.00

$4.23

:30

$104

$29.00

$2.50

:30

$56

$15.50

$1.34

:30

$158

$44.00

$3.80

Mon-Fri 6am-10am

:30

$197

$58

$5.01

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

PAG E 6 3

Washington D.C WMZQ-FM Country

WIAD-FM Adult

3.1

2.9

Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-12am Sat-Sun 6am-7pm Sat-Sun 7pm-12am

:30

$180

$53

$4.58

:30

$194

$57

$4.92

:30

$143

$42

$3.63

:30

$133

$39.00

$3.37

:30

$119

$35

$3.02

M-F 6am10am M-F10am3pm M-F 3pm7pm M-F 7pm12am Sat-Sun 10am-7pm Sat-Sun 7pm-12am

:30

$490

$158

$3.80

:30

$642

$207

$4.96

:30

$673

$217

$5.20

:30

$360

$116

$2.78

:30

$316

$102

$2.44

:30

$295

$95

$2.28

Mon-Fri 6am-10am Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-12am Sat-Sun 6am-7pm Sat-Sun 7pm-12am

:30

$441

$152.00

$3.64

:30

$586

$202.00

$4.84

:30

$589

$203.00

$4.86

:30

$670

$231.00

$5.53

:30

$374

$129.00

$3.09

:30

$334

$115.00

$2.76

WVRX-FM

PAG E 6 4

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Classic Rock 1.4

Cable TV A&E Network

Rating 0.4

Mon-Fri 6am-10am Mon-Fri 10am-3pm Mon-Fri 3pm-7pm Mon-Fri 7pm-12am Sat-Sun 6am-7pm Sat-Sun 7pm-12am Time Prime Time

:30

$230

$164

$3.93

:30

$297

$212

$5.10

:30

$323

$231

$5.56

:30

$181

$129

$3.09

:30

$143

$102.00

$2.44

:30

$133

$95

$2.28

Unit of Space Cost :30 $3,000

CPP $7,500

CPM $63.86

Comedy

0.3

Prime Time

:30

$2,857

$9,523

$81.08

Food

0.3

Prime Time

:30

$3,100

$10,333

$87.98

CMT

0.2

Prime Time

:30

$1,725

$8,625

$73.44

0.5

Prime Time

:30

$4,500

$9,000

$76.63

Spike

0.5

Prime Time

:30

$4,000

$8,000

$68.11

TBS

0.6

Prime Time

:30

$6,500

$10,833

$92.24

Discovery

0.5

Prime Time

:30

$3,500

$7,000

$59.60

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

PAG E 6 5

April 2 3

Audience: Adults 35-49 Radio April KLUV Classic Hits M-F 1 x5 2 3 6am-10am Audience: Dallas KLPX AdultsCountry 35-49 M-F x5 6am-10am Dallas WKHX Radio Country M-F x5 10am-3pm KLUV ClassicAtlanta Hits M-F 6amx5 WYAY Classic Hits 10am Dallas x5 Sat-Sun 10am-7pm KLPX Country M-F Atlanta x5 WLIT AC M-F 6am-10am Dallas x5 3pm-7pm Chicago x5 WKHX Country M-F WUSN Country M-F 10am-3pm Atlanta x5 3pm-7pm Chicago WYAY Classic Hits Sat-Sun 10amx5 KCFX Classic Rock M-F 7pm Atlanta x5 3pm-7pm Kansas City WLIT AC M-F x5 KBEQ Country M-F 3pm-7pm Chicago x5 10am-3pm Kansas WUSN Country M-FCity x5 WQDR Country M-F 3pm-7pm Chicago x5 10am-3pm KCFX ClassicRaleigh Rock M-F x5 WBBB Classic RockCity M-F 3pm-7pm Kansas x5 6am-10am Raleigh KBEQ Country M-F x5 WNRQ Classic RockCity M-F 10am-3pm Kansas x5 3pm-7pm Nashville WQDR Country M-F x5 WSM Country M-F City 10am-3pm Kansas x5 6am-10am Nashville WBBB Classic Rock M-F x5 WMZQ Country M-F 6am-10am Raleigh x5 3pm-7pm Washington D.C. WNRQ Classic Rock M-F x5 WVRX Classic Rock M-F 3pm-7pm Nashville x5 6am-10am Washington D.C. WSM Country M-F x5 6am-10am Nashville WMZQ Country M-F Television x5 x3 3pm-7pm Washington D.C. A&E Network Prime Time x5 x3 WVRX Classic Comedy PrimeRock TimeM-F x3 6am-10am D.C. Food PrimeWashington Time CMT Prime Time x3 Television FX Prime Time x3 x3 A&E Network Prime Time Spike Prime Time x3 x3 Comedy Prime TBS Prime TimeTime x3 x3 Food Prime Time Discovery Prime Time x3 x3 CMT Prime Time x3 FX Prime Time Trade Magazines x3 SpikeNational Prime Time x1 The BBQ Newsletter x3 TBS Prime Kansas CityTime BBQ Bullsheet x1 x3 Discovery Prime The National BBQTime News x1 Q Insert Internet x15 Hulu

x10

x20

x15

x10

x25

x20

x25

x10

x20

x10

x30

x5 x4 x4 x1 x3 x1 x3 x1

x3 x10 x5 x5 x5 x4 x3x3 x5 x3 x5 x3

x20

x10

x20

x15

x30

x5 x4 x4x1 x3x1 x3x1

x3 x25x5 x5 x5 x4 x3 x3 x5 x3 x5 x3

x10

x15

x20

x10

x25

x20

x25

x10

June

2 3 x25

June 2 3

x15

x25

x15

May

2 3 x25

May 2 3

Media FLowChart 4

x10

x25

x5 x4 x4 x3 x3

x30

x1 x1 x1

x3 x25x5 x5 x5 x4 x3x3 x5 x3 x5 x3

x25

x10

x15

x10

x15

x20

x25

x20

x25

July

2 3 x25

July 2 3

x25

August 2 3 4

x25

x5 x4 x4x1 x3x1 x1x1

x3 x15 x5 x5 x5 x4 x3 x3 x5 x3 x5 x2

x15

x20

x15

x20

x15

x20

x15

x20

x15

x20

x15

x20

x15

x20

x15

x20

x15

x20

x15

x20

x15

x20

x15

x20

August 1 x20 2 3 4

x15

x3 x3 x3 x3 x3 x3 x3 x3

x10

x20

x1 x1 x1 x1 x1 x1 x1 x1 x1 x1 x1

x12

x15

September 1 x15 2 3 4

September 1 2 3 4

x1 x2 x2 x2 x2 x2 x1 x1

x0 x0 x0

x3 x3 x3 x3 x3 x3 x3 x3

x15

x8 x2

x1 x2 x2 x1 x1 x1 x1 x1

x15

x0 x0 x0

x2 x2 x2 x1 x1 x2 x1 x2

November 1 2x53 4

November 1 2 3 4

October 2x8 3 4

October 2 3 4

x15

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

x1 x1 x1 x1 x1 x1 x1 x1

x15

x0 x0 x0

x2 x2 x2 x2 x2 x2 x2 x2

x1 x1 x1 x1 x1 x1 x1 x1

December 1 2x53 4

December 1 2 3 4

x15

x1 x1 x1 x1 x1 x1 x1 x1

x2 x2 x2 x2 x2 x2 x2 x2 x0 x0 x0

January 2 x53 4

January 2 3 4

x15

x1 x1 x1

x1 x1 x1 x1 x1 x1 x1 x1

x3 x3 x3 x3 x3 x3 x3 x3

February 2x83 4

February 2 3 4

x20

x1 x1 x1

x3 x3 x3 x3 x3 x3 x3 x3

x10

March 2 x10 3 4

March 2 3 4

PAG E 6 6

4. Creative Strategy Creative Objectives Position KC Masterpiece as a barbecue sauce that goes on everything not just the traditional uses of steaks and chicken. Create comprehensive consumer and trade campaign messages that focus on our target audience. Increase brand consumption Relate to the target market through their families and experiences Positioning Statement: In order to increase consumption of KC Masterpiece in our target demographic, we want consumers to identify with the message we are presenting them. Our message, that you can have a barbecue sauce that can go on almost any kind of food and make it better tasting will push brand consumption throughout our target audience. Professional advertising, such as trade magazines will be able to display the technical aspects of our product in a way that will position it as a brand with nothing to hide. Professionals will be able to compare the ingredients to other barbecue sauces in order to figure out what flavors they like best. Television and radio pit common people against the status quo. This status quo is embodied by ketchup in its most common uses. The advertisements inspire the consumer to change their routine and accept the less acceptable. Exaggeration and theatrics allow for effective messages to plant themselves in the mind of the target audience.

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

PAG E 6 7

Creative Scripts Radio Ad Product: KC Masterpiece Barbecue Sauce Medium: Radio Unit of Space: 30 seconds Target Audience: Adults 35-49 MALE ANNOUNCER (Calm with a slight southern accent. Sounds like he might have a beard and lived in the woods for a year back in his 20s) MUSIC (IN AND UNDER): “King of Spain” by The Tallest Man On Earth MALE: Everyone can break the status quo. It just comes down to who’s bold enough to do it. It

takes a special kind… to challenge the norm and excite the senses, to dunk fries in tangy

barbecue or start the day with a smoky and unexpected kick in the omelet. In the end, it’s amazing what a detour from the everyday can bring. With KC Masterpiece, that welcomed pit stop on the road to originality holds with it, insights into your edgier, more adventurous side. You know, the one that loves fun and hates deadlines. KC Masterpiece. Change the status ‘cue. MUSIC: OUT

PAG E 6 8

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

PAG E 6 9

PAG E 7 0

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Television Ad 1 VIDEO

AUDIO

1. OPEN TO MS OF MAN. VIDEO MOVES IN STOP MOTION FASHION AS IF TO BE SHOT AS A SINGLE PICTURE EVERY DAY FOR WHAT REPRESENTS MANY DAYS AND EVENTUALLY MULTIPLE YEARS. MAN PUTS KETCHUP ON HOT DOG AND EATS IT. MAN TAKES ONE BITE AND PUT IT DOWN. HE THEN PICKS UP ANOTHER FOOD ITEM USUALLY CONSUMED WITH KETCHUP. MAN PUTS KETCHUP ON ITEM AND TAKES A BITE. REPEAT THIS PROCESS 4-5 TIMES DEPENDING AMOUNT OF TIME INTO COMMERCIAL. AS TIME PROGRESSES, THE MAN BEGINS TO SLOUCH AND LOOK MORE DEPRESSED AND MOROSE. THE LAST FOOD ITEM IS AGAIN A HOT DOG. THIS TIME THE MAN PICKS UP A BOTTLE OF KC MASTERPIECE AND PUTS BBQ SAUCE ON THE HOT DOG. AS HE TAKES A BITE AND BEGINS TO CHEW, THE FRAME RATE SLOWS DOWN AND IN THE LAST FRAME IS A STILL PICTURE OF THE MAN WITH A BIG GRIN ON HIS FACE AS THOUGH TO BE RELIEVED FROM MONOTONY.

(MUSIC IN: SONG “EVERYDAY” BY CARLY COMANDO)

2. OVER TOP COMES KC MASTERPIECE LOGO AND THE HEADLINE. AS NARRATIVE PROGRESSES THE HEADLINE COMES IN, “CHANGE THE STATUS CUE” RIGHT IN TIME WITH THE NARRARATION. FACEBOOK, YOUTUBE AND TWITTER ICONS ARE CENTERED AT BOTTOM.

(MUSIC UNDER) NARRATOR (MALE): “KC Masterpiece is for more than just barbecuing. Expand the ‘Cue culture. Try it on something different and enjoy the exciting change. Watch for the KC Masterpiece truck making stops all year and find us on Facebook to tell us how you would change the status ‘Cue. KC Masterpiece, Change the status ‘Cue.”

FADE OUT

(MUSIC OUT)

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

PAG E 7 1

Television Ad 2 AUDIO

VIDEO 1.

OPENS TO LS OVERHEAD OF INTERIOR OF RESTAURANT 2. SHOWS LINE OF PEOPLE MOVING THROUGH LONG LINE USING TILTSHIFT STYLE VIDEO CAPTURING PILED UP ALONG THE RIGHT WALL 3. EACH PERSON ORDERS FOOD THEN MOVING TO THE LEFT TO PUT KETCHUP ON FOOD ITEM 4. AFTER PUTTING KETCHUP ON FOOD ITEM THE OVERHEAD SHOT SHOWS PEOPLE EXITING THE SHOT TO THE BOTTOM LEFT FRAME 5. THIS SHOT CONTINUES FOR 7-8 SECONDS OF PEOPLE GOING THROUGH THE LINE, ORDERING FOOD, MOVING TO THE LEFT, GETTING KETCHUP, THEN EXITING THE RESTAURANT 6. CUT TO MS TILTSHIFT OF RESTAURANT WORKER HOLDING A LARGE CONTAINER OF KC MASTERPIECE AND ENTERING THE ROOM SETTING THE CONTAINER DOWN NEXT TO THE CONTAINER OF KETCHUP 7. CUT TO OVERHEAD LS TILTSHIFT OF PEOPLE IN LINE ORDERING FOOD, MOVING TO THE LEFT, THEN PUTTING KC MASTERPIECE ON THEIR FOOD ITEM 8. INSTEAD OF LEAVING RESTAURANT, PEOPLE ARE SITTING DOWN AT THE EMPTY TABLES AND HAVING CONVERSATIONS NEXT TO THE CONDIMENTS STATION 9. AS THE CROWD OF PEOPLE GROWS LARGER AND LARGER, THE KC MASTERPIECE LOGO COMES ON THE SCREEN. AS NARRATIVE PROGRESSES THE HEADLINE COMES IN, “CHANGE THE STATUS CUE” RIGHT IN TIME WITH THE NARRARATION. FACEBOOK, YOUTUBE AND TWITTER ICONS ARE CENTERED AT BOTTOM. 10.

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FADE OUT

(MUSIC IN: SOMEONE GREAT BY LCD SOUNDSYSTEM)

(MUSIC: IN AND UNDER) ANNOUNCER: “Even the most routine of places, can be changed by adding KC Masterpiece. Embrace the ‘Cue Culture and grab a bottle today. Watch for the KC Masterpiece truck making stops all year and find us on Facebook to tell us how you would change the status ‘Cue. KC Masterpiece, Change the Status ‘Cue.” (MUSIC OUT)

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Trade Magazines

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5. Sales Promotions KC Masterpiece is a product driven by trial and repeat purchases. The promotions within this campaign must effectively encourage consumers to use KC Masterpiece more frequently and generously. Product trial is a pivotal point in the promotional strategy. There are several stages and independent points that all come together in a cohesive hybrid of promotions and subsequent advertising. These promotional items include a KC Masterpiece truck and trailer, in much the same light as the Weinermobile, along with food festival attendance by the truck where contests and product trial will occur, a distinct contest encouraging consumers to enter to win the very own chance to break the status â&#x20AC;&#x153;Cue,â&#x20AC;? and, finally, a hefty investment in coupons to direct the consumer toward the product.

The KC Masterpiece truck and its uses will be a major promotional item in the campaign. The purchase and customization of a heavy duty pickup and trailer into a vehicle able to create a grillerâ&#x20AC;&#x2122;s paradise will serve to be a hub for one-on-one consumer interaction at festivals and events. The truck is to be built for

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KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

the purpose of bringing good times and unique opportunities to festival and event attendees. The truck will be making both scheduled and unscheduled stops to give away food and samples of KC Masterpiece song as well as coupons. The truck’s purpose can be best explained in three distinct steps:

Location The truck must locate in places where our target demographic will be both present and accepting. Not only will the truck attend scheduled festivals like the Taste of Chicago, but it will also make semi-impromptu stops at smaller, less formal events where our target audience will be located. These events include, but are not limited to, children’s sporting events, places of work (i.e. Office buildings), and other places where there is a large mass of people, usually outside and looking to relax. The six festivals we are attending include: Taste of Chicago- June 24- July 3, 2011 State Fair of Texas – Sept 30- October 23, 2011 Taste of Colorado –September 2-5, 2011 Taste of Atlanta – Oct 22- 23, 2011 Tennessee State Fair – September 10-19, 2011 Got To Be NC Festival- May 20-22, 2011

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Awareness We are paying up to $100,000 to sponsor each of these festivals. With this sponsorship comes included advertising and promotional efforts set up by the festival for their major sponsors. Attendees of these events will also be made aware of our presence by freestanding inserts that will be placed with the festival programs given out to everyone attending. These inserts are shaped like the KC Masterpiece bottle and include information about the truck along with helpful recipes that the consumer can try at our truck and make on their own at home. Information about the truck whereabouts will disseminated through our selected mediums in both traditional and new media sites Facebook, Twitter, YouTube, and Foursquare. Impromptu announcements along with encouragement to retweet and share information about the truck will allow the promotion to be a success in reaching a sizable audience no matter where the location.

Activities The truck will be accomplishing various tasks in each location. The first will be the cooking and sale of foods with the emphasized ingredient being KC Masterpiece. It will also be responsible for handing out coupons for purchasing KC Masterpiece. This will bring in a small amount of revenue that will help to offset the costs of operating the bus. The second role the truck will play will be to be a mobile impromptu cook-off stage. We are so sure that consumers will enjoy KC Masterpiece that we will playfully encourage volunteers to cook off against one another. A panel of everyday people will be judges and the winner will receive a unique prize for their effort.

Repackaging The real result of these stunts will be in the filming of the events. By filming real consumer interactions, commercials in the latter three quarters of the campaign will be able to make use of social proof persuasion tactics by packaging the footage into fun commercials that highlight the Cue culture. A small film crew will be part of PAG E 7 8

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

those employed to travel with the truck in select regions of the U.S. As the truck travels, the film crew will document the festivals and events visited, and especially the impromptu cook-offs. The truck will provide KC Masterpiece with a large, tangible front to interact with a variety of consumers. Much of the value of executing the truck as a promotional juggernaut will actually come from the advertising and word of mouth produced as a result.

Contest: Breaking the status ‘Cue The question that we continually asked ourselves during this campaign was, what prevents people from making a change? What makes them stick to the status quo when they desire something else? The answer we came up with is risk. Obviously there isn’t much risk in changing preference of a condiment, but bringing change by making risky choices creates a certain danger of inconvenience that inhibits the opportunity to express. The underlying message of the KC Masterpiece campaign is to encourage consumers to try and embrace new things. In this sense, we propose to run a contest. This contest will, in reality, appear more as a project. A project to inspire change; To change the status “Cue”. The contest, promoted with frequency through our media choices, will ask the consumer what they wish to do to change the status quo. Would they save a condemned building? Would they install a Ferris wheel in their city park? Or would they simply go on an unusual trip that would normally be impossible for them to do? Big or small, selfish or selfless, we want to find the desires of our consumers and make them reality. Anything from the smallest purchase to give someone a personal change, to the funds to evolve an entire community will be considered. The consumer gives us their idea and we are the catalyst. The end result is to excite and create opportunities that are of inspiration to the consumer.

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These informal proposals will be taken into consideration and the top proposals that fit the build of being both viable and affordable, will be taken into consideration. Winners will periodically be chosen and we will provide the funds to execute the task, along with a film crew to document the event for future use in commercials and webisodes. This will expand the reach of the promotion and make use of the reciprocation persuasion tactic. That is, by offering a gift to the target, they now will be compelled to reciprocate in a similar manner. In the case of the consumer, they can reciprocate by buying our product. This contest obviously benefits the recipient, but what does it do for the rest of our audience? The contest benefits the campaign in three steps: First, it grabs the attention of the audience and encourages extended thought related to our brand and the campaign message. Second, it directly benefits those who we find most deserving of the funds. Whether it is a little or big change, it inevitably will make lives better and place us in good graces. Third is the showing of the results. By documenting allocation of the contest funds, we are able to curate honest and personal stories that will then be delivered to the consumer through traditional and new media outlets. These miniature documentaries will inspire our target audience to also pursue change in their status quo. The possibilities to where the funds can go are endless, so are the emotional benefits to the consumer.

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Coupons Couponing is an effective way to push potential consumers over the edge at the point of purchase. Coupons bring increased sales and product trial to specific consumers that we choose to target. A valuable offer with more limited reach will be more enticing to consumers than a weak offer with large reach. For this reason, a printing limit of two million coupons will be distributed at the events and festivals directly associated with the KC Masterpiece Barbecue truck. The coupons handed out will be for buy one sauce bottle get a second one free at the point of purchase. With anticipation of a 13 percent redemption rate (industry standard), the total cost of distribution and redemption of these coupons will be $738,600.

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

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Photo Submission Contest The purpose of this contest is to generate buzz around the way the sauce can be used and how the photos can demonstrate a change in the status â&#x20AC;&#x2DC;cue. In order to participate, people must â&#x20AC;&#x2DC;likeâ&#x20AC;&#x2122; the KC Masterpiece Facebook page then tag photos of KC Masterpiece. Out of the all the photos reviewed by contest managers there will 100 photo submissions from Facebook that will be chosen and posted up on the gallery tab of the KC Masterpiece microsite. Out of the top six winners chosen the top five runner ups will receive a $1,000 cash prize. There will be a grand prize winner that will have there photo posted on the homepage of KC Masterpiece and win the KC Masterpiece Ford F-450 that has toured to all the different festivals and events that have hosted the different cook offs. This grand prize winner will be filmed winning the KC Masterpiece truck and be used as a viral video that can be posted on the microsite, Facebook, and Twitter pages.

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KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Breaking the Status 'Cue Photo Submission

Contest

Street Team Stop

Got To Be NC Festival

Tennesse State Fair

Taste of Atlanta

Taste of Colorado

State Fair of Texas

Taste of Chicago

Couponing

Taste of Chicago State Fair of Texas Taste of Colorado Taste of Atlanta Tennesse State Fair Got To Be NC Festival Street Team Stop

Events

Audience: Adults 35-49

April 2 3 4

May 2 3 4

June 2 3 4

July 2 3 4

August 2 3 4

September 1 2 3 4

x1 x1

x36

x260

x130

October 2 3 4

x20

November 1 2 3 4

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

x1 x1

x250 x250 x130 x260 x260 x260 x18 x18 x18 x18 x36 x36

x1 x1 x1 x1 x1 x1 x1 x1 x1 x1 x2 x2

Promotional FLowchart

December 1 2 3 4 1

January 2 3 4 1

March 2 3 4

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February 2 3 4

Working THE Campaign Budget

(=) (-)

Total Campaign Ad Budget

$4,700,000.00

Sales Promo

$1,945,800.00

Media Budget (15%) Production Costs (=)

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$4,700,000.00

$2,044,500.00 $705,000.00

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Production Costs (15%)

$705,000.00

(=) Media $2,044,500.00 Budget

S. Promo $1,945,800.00 (40%)

(=) Ad $4,700,000.00 Budget

Total $4,700,000.00 Campaign

TOTAL BUDGET

########

$122,670

$20,445

51%

100% Allocation 42% $858,690 5 5 5 5 5 5 5 5 5 5 5 5 5 70

WKHX Country M-F10am-3pm Atlanta WYAY Classic Hits Sat-Sun 10am-7pm Atlanta WLIT AC M-F 3pm-7pm Chicago WUSN Country M-F 3pm-7pm Chicago KCFX Classic Rock M-F 3pm-7pm Kansas City KBEQ Country Mon-Fri 10am-3pm Kansas City WQDR Country M-F 6am-10am Raleigh WBBB Classic Rock Mon-Fri 3pm-7pm Raleigh WNRQ Classic Rock M-F 3pm-7pm Nashville WSM Country Mon-Fri 6am-10am Nashville WMZQ Country M-F 3pm-7pm Washington D.C. WVRX Classic Rock Mon-Fri 6am-10am W. D.C. Total Spots

3 3 3 3 3 3 3 24

Comedy Prime Time Food Prime Time CMT Prime Time FX Prime Time Spike Prime Time TBS Prime Time Discovery Prime Time Total Spots

Total Units

1 1 3

Progressive Grocer QuickService and Fast Casual Restaurant News Total Units

210

250

MAY JUN

255

JUL

280

202

AUG SEP

126

OCT

DEC

NOV

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Supermarket News

Trade Magazines

HULU (CPP Ads, $500.00 Budget)

INTERNET

A&E Network Prime Time

CABLE TV (:30 Second)

KPLX Country M-F 6am-10am Dallas

APR KLUV Classic Hits M-F 6am-10am Dallas

RADIO (:30 Second)

Budget Breakdown

JAN

112

FEB

140

MAR

$7,938

$30,744 $51,200 $19,188

$400.00 $156.00 $323.00 $197.00 $673.00 $230.00 SUB TOTAL Remaining

$4,000

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$1,994

$2,042,506

REMAINING

TOTAL COST

$445

$2,044,500

Remaining

$20,000

$500.00 SUB TOTAL

$4,000

$12,000

$170

$122,500

$458

$1,042,237

$112,000

$208,000

$148,000

$162,000

$69,000

$127,100

$117,137

$99,000

$921

$857,769

$30,590

$90,855

$23,246

$35,853

$47,109

$98,700

$500.00

$1,500.00

Remaining

SUB TOTAL

$500.00

$3,000.00 $2,857.00 $3,100.00 $1,725.00 $4,500.00 $4,000.00 $6,500.00 $3,500.00 SUB TOTAL Remaining

$89,964

$63.00 $690.00 $700.00 $383.00 $244.00

$97,290

$113,880

$714.00

$121,212

Final Cost

$777.00 $730.00

Unit Cost

TOTAL MEDIA BUDGET

245

292

380

133

135

118

111

123

128

126

123

141

126

156

Executions

Total

Production Costs (15%)

$705,000.00

(=) Media $2,002,200.00 Budget

S. Promo $1,938,750.00 (40%)

(=) Ad $4,700,000.00 Budget

Total $4,700,000.00 Campaign

TOTAL BUDGET

$746,419

$513,769

$155,100

39%

27%

100% Allocation 27% $513,769

DISCRETIONARY EXPENSES

Photo Submission

Breaking the Status 'Cue

CONTEST 1

1 1

Street Team Stop

260

Got To Be NC Festival 18

260

Tennesse State Fair

Taste of Atlanta

260

Taste of Colorado

250 130

250

State Fair of Texas

Taste of Chicago

COUPONING

Total Events

Street Team Stop 2

Got To Be NC Festival 1

1 1

SEP

Tennesse State Fair

Taste of Atlanta

Q3 AUG

JUL

Taste of Colorado

JUN

MAY

State Fair of Texas

Taste of Chicago

EVENTS

APR

260

130

OCT

NOV

DEC

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

Sales Promotion Breakdown

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JAN

FEB

MAR

Total

$27,730

$1,911,020

REMAINING

TOTAL COST

$155,100

$8,769

$505,000

$5,000

$500,000

$7,819

$738,600

$73,860

$96,018

$184,650

$1,449

$512,320

$122,320

$27,000

$32,000

$36,000

$70,000

$85,000

$140,000

Final Cost

$1,938,750

$50,000.00 $5,000.00 SUB TOTAL Remaining

$369.30 $369.30 $369.30 $369.30 $369.30 $369.30 $369.30 SUB TOTAL Remaining

Remaining

$140,000.00 $85,000.00 $70,000.00 $36,000.00 $32,000.00 $27,000.00 $11,120.00 SUB TOTAL

Unit Cost

TOTAL PROMO BUDGET

2000

200

260

500

Executions

Sales Promotion Budget Breakdown KC Masterpiece Touring Truck and Trailer 1 Ford F-450 King Ranch = $62,860 1 Millennium Silver Trailer = $22,824 Full Truck and Trailer Wraps = $9,500 1 Custom 20 x 40 Canopy = $3,500 6 Kingsford Grills = Free 20 Lawn Chairs = $200 6 Outdoor Folding Tables = $599.94 2 Cameras = 2,000 Total = $101,483.94

Change the Status Cue Contest Cash Giveaways = $500,000 2 person HDX9000 Film Crew = $11,250 Travel Expenses = 5,250 Total = $516,500 Photo Submission Contest 5 Cash Giveaways = $5,000 1 Truck Giveaway

11 Weeks of Street Team Stops 1,000 Coupons per stop 3 Workers per week ($20/hr) = $6,720 Sample of Food and Sauce = Cost of samples are offset by Festival Sales 1 Travel Cost = $200 1 Hotel Cost = $4,200 11 Week Total=$122,320 6 Festival Sponsorships Sponsorships = $397,500 6 Kingsford Grills = Free Food for Cook offs = Offset by Sales 1,800,000 Coupons 10 workers (10/hr) = $21,760 Travel Expenses = $42,560

Events

Street Team Coupons Change Status 'Cue

Photo Submission Truck

Unexpected Costs Remaining

Total = $454,320 Coupons for Festivals and Stops Coupon Printing = $.03 x 2,000,000 Coupons = $60,000 Redemption Rate (13%) = 2,000,000 Coupons X .13 = 260,000 Redemption Costs per coupon= Store Fee = $0.08 Clearing House Fee = $0.04 Cost of item = $2.49 Total per coupon redeemed = $2.61 Total cost of redemption = $2.61 X $260,000 = $678,600 Total Cost of 2,000,000 Coupons = $738,600

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Radio

Radio Stations

Rating

KLUV Classic Hits M-F 6am-10am Dallas KPLX Country M-F 6am-10am Dallas WKHX Country M-F10am-3pm Atlanta WYAY Classic Hits Sat-Sun 10am-7pm Atlanta WLIT AC M-F 3pm-7pm Chicago WUSN Country M-F 3pm-7pm Chicago KCFX Classic Rock M-F 3pm-7pm Kansas City KBEQ Country Mon-Fri 10am-3pm Kansas City WQDR Country M-F 6am-10am Raleigh WBBB Classic Rock Mon-Fri 3pm-7pm Raleigh WNRQ Classic Rock M-F 3pm-7pm Nashville WSM Country Mon-Fri 6am-10am Nashville WMZQ Country M-F 3pm-7pm Washington D.C. WVRX Classic Rock Mon-Fri 6am-10am W. D.C. Total

Television

TV Stations A&E Network Prime Time Comedy Prime Time Food Prime Time CMT Prime Time FX Prime Time Spike Prime Time TBS Prime Time Discovery Prime Time Total

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4.6 4.8 4.2 1.6 4.1 3.2 6.6 4.6 5.5 4.7 6.1 3.4 3.1 1.4

Insertions

x x x x x x x x x x x x x x

Rating

0.4 0.3 0.3 0.2 0.5 0.5 0.6 0.5

156 156 126 126 141 141 123 126 128 123 111 118 135 133

Insertions

x x x x x x x x

33 41 41 40 36 37 32 32

KC M a s t e r p i e c e Ad v e r t i s i n g C a m p a i g n

GRPs

717.6 748.8 529.2 201.6 578.1 451.2 811.8 579.6 704 578.1 677.1 401.2 418.5 186.2 7583 GRPs

13.2 12.3 12.3 8 18 18.5 19.2 16 117.5

Sources Experian Simmons Market Research Bureau. NCS/NHCS: Fall 2009 Adult Full Year (Nov 08-Dec 09.) Lifestyle Market Analysis 2008 (Mintel, Cooking Sauces and Marinades. “Market Size and Forecast.” US, 2008) (Mintel, Condiments. “Market Size and Forecast.” US, 2010) (Mintel, Condiments. “Segment Performance.” US, 2010) (Mintel, Condiments. “Condiment Usage Activity.” US, 2010) (Mintel, Condiments. “Household Consumption of Condiments.” US, 2010) “KC Masterpiece.” KC Masterpiece Our Story, Web. 26 Mar. 2011. <http://www.kcmasterpiece.com/story/> “‘Cue Culture.” About Us, Web. 26 April. 2011. <http://www.cueculture.com/ www.claritas.com/MyBestSegments/Default.jsp

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