Price Chopper Leave Behind: Strategic Communications

Mateo Gaitan Granados Cate Janssen Grace Martin Charlotte Suozzi Jill Plotner

INFLUENCE GROUP

TABLE OF CONTENTS

Who We Are Executive Summary Research/Situational Analysis Objectives & Strategies Media and Concept Executions Budget Evaluation Appendix

WHO WE ARE

We are the influencers in the business. The movers and shakers. We don’t obey the rules, we make the rules. We are a group of non-conformists who believe that change is a good thing and we constantly drive progress.

We don’t only influence the consumer, or the consumer’s community, we influence the culture and change perspectives. Your big ideas start with you. You’ve done the hard part, now rest easy - we’ll take it from here.

WE DON’T JUST COMMUNICATE, WE INFLUENCE

Grace Martin - Creative Director

Jillian Plotner - Media Director

Mateo Gaitan - Content Director Cate Janssen - Account Director

Charlotte Suozzi - Research Director

TABLE OF CONTENTS

Who We Are Executive Summary Research/Situational Analysis Objectives & Strategies Media and Concept Executions Budget Evaluation Appendix

EXECUTIVE SUMMARY

The Challenge: Price Chopper sells quality, fresh products at bargain prices and is currently trying to branch out into the local segment. The challenge that lies ahead is effectively communicating to our consumer that Price Chopper is the place to buy local foods, rather than your farmer’s market or Whole Foods. We also want to build a brand loyalty within the Price Chopper brand. Instead of making several stops, you can make one stop at Price Chopper and support your family with nutrients, your community with shopping local and yourself by making a step in the right direction.

Looking For Answers: The secondary research we conducted details the information found on the subject of the local food movement and what it means to Price Chopper in the grocery store and grocery store industry. Our research highlighted many issues and opportunities that could positively or negatively affect Price Chopper and its customers.

Influence Group moderated a focus group in November 2013 to help us gain a better understanding of people’s thoughts and perspectives regarding buying local foods. Our sample consisted of ten young professionals with varying demographic information and backgrounds. We used an array of projective techniques to gather deep and insightful responses from participants.

Making Sense Of It All: After analyzing the data collected Influence Group has decided to do what we do best, influence our consumers and Price Chopper through a year-long transition campaign designed to fully integrate the local movement within the Price Chopper brand. Based on our insights we have crafted two concepts that could accomplish our goals.

First, is the idea that dollars die when you send them to Wall Street, but by buying local at Price Chopper, you’ll see your money again by investing in one’s community. The second concept describes the importance of family and traditions and how Price Chopper’s local options help keep those traditions alive while helping you create new ones along the way by making your unique family recipes into the most delicious plates ever crafted.

Our Conclusion: Price Chopper faces a challenge introducing the local sector as a part of their brand, but it is a valuable business opportunity, which we are sure they will be able to capitalize on by focusing on the target audience and fully integrating the creative concepts of this campaign. As a result, Price Chopper will be able to increase local food sales at its grocery store and be recognized as the first grocery store to incorporate local foods in its chain.

TABLE OF CONTENTS

Who We Are Executive Summary Research/Situational Analysis Objectives & Strategies Media and Concept Executions Budget Evaluation Appendix

RESEARCH

Research Objectives -Gain a better understanding of Price Chopper in general, in addition to their “local” foods.

-Establish a strong target market that will direct communications efforts.

-Assess Price Chopper’s competition as a grocery store and as a local food provider.

-Find out what consumers know about “local” as well as their thoughts and feelings towards buying local foods.

-Learn how consumers are communicating with one another, and how Price Chopper can most effectively communicate with consumers.

THE LANDSCAPE

Secondary Research Important Trends -52 percent of fathers now identifying themselves as the primary grocery shopper in the household -In 2014, a projected 63 percent of all online moms will read blogs at least once a month (NextWeb) -The average consumer is utilizing digital during their shopping experience, especially baby boomers and millennials (FactsFigure&Future) -The grocery shopper is paying more attention to the nutrition of the food (FactsFigure&Future) -Social media usage in the industry is expected to go from just 12% usage in 2012 to 65% usage in the next five years (eMarketer.com)

Key Takeaway:

Top 3 Reasons to Buy Local

FRESHNESS ECONOMY (SUPPORT LOCAL) PEACE OF MIND (KNOWING ORIGINS)

82% 75% 58%

(Food Marketing Institute)

Moving forward, we want to focus on how shopping local at Price Chopper directly lends your hand to help out the local economy. We want to focus our tactics on the opportunities of digital, social and shareable media and include fathers in our target audience.

THE LANDSCAPE

Competitive Analysis -Strives to help every community in which they do business.

-Allows consumers to donate money at the cash register for their local food bank.

-Donates money to local schools based on purchases in selected products.

-Gives back to local community in Maine by sponsoring WinterKids, a program to help kids live healthy lifestyles.

-Offers organic food but not necessarily local foods.

-Corporate department allows individual stores to define local.

-Tries to make local mean “within state lines”, but that is becoming challenging.

-Hire people called Foragers who travel around the country searching for local farmers who can supply their stores.

-So far, they have 6,500 farmers nationwide.

-Widely available in all states.

-Every day low prices.

-Does not offer local foods.

-Some organic options, but they are limited.

-Not involved in any particular charity, but they do give “in cash and in-kind contributions”. *A lot of that money ends up going abroad, however.

Farmer’s Markets -Stimulates local economies.

-Preserves farmland and rural livelihoods.

-Increased access to fresh, nutritious foods.

-Supports healthy communities.

-Have limited options for food -Not always purchasing what you pay for -The season for farmer’s markets is short

Key Takeaway: This offers a great opportunity for Price Chopper, because it allows them to form a more concrete definition of the word local.

It also offers a possible point of difference from everyone else. Price Chopper could become the first large-scale grocery store to connect their customers directly with their local farmers.

S.W.O.T.

STRENGTHS Weekly Flyer print ad has strong customer connection already Price Chopper has connections to the community already Focus on high quality products Strong presence on social media Family-owned company--not a public entity (No $$ on Wall St.) Award-winning informational campaigns Successful initiatives toward health promotions Coupons and deals for economic prices AdvantEdge loyalty card contributes to a majority of sales

OPPORTUNITIES

The local movement is a rising trend Local doesn't have a definitive definition in which Price Chopper can use to its advantage Appeals to moms and dads who want the best food for their families End of recession: people willing to spend money on things they care about like healthy lifestyles Future plans of sustainability Buying local is proven to be a sustainable, community-benefitting, healthconscious decision--many positive benefits of buying local Many people may want to buy local but haven’t had an easy way to do so Local is new especially to our hold in the industry--we can be the first ones to do local right and sucessfuly integrate it into our brand

Key Takeaway:

WEAKNESSES

Doesn’t have the lowest prices in town on all products Current customers may not be interested in local movement Local and healthy food is more expensive Local is seasonal and not the same everywhere resulting in inconsistency across chains in New England People don't associate local with grocery stores first-hand Price Choppers are located in a variety of economic markets

THREATS Competitive marketplace Loyalty doesn’t exist among the average consumer Local is not yet a lifestyle for the average consumer Could be viewed as trying to cash in on the “fad” of the local movement Must still stay true to brand--we aren’t a “Whole Foods” Demographics across store locations vary Consumers may already buy local elsewhere We don’t want to advertise anything we can’t promise Must define local in a company that is regionally based

There is a huge opportunity for Price Chopper within its market to establish itself as the first “local” grocery store that successfully integrates the local movement into their brand. By connecting with their target consumer on the community benefits, health benefits and lifestyle benefits they can help introduce the “local” lifestyle to current Price Chopper customers.

Focus Group Conducted a focus group with 10 participants with varying demographic backgrounds and perspectives using projective techniques to gauge their perceptions of the local food movement as well as our campaign concepts.

Word Associations healthy : nutritious tradition : family : values : holidays groceries : necessary : expensive : mothers local : nearby “I feel healthy when...I am making my own meals and eating well.”

“The best food is...homemade, fresh.”

“I feel good when...I eat healthy and am around people that I love.”

Primary Research

I buy local because... “It is good for my community,” “It’s fresher,” and “It’s better quality.”

“I look for... cheapest prices, healthy foods, ease of use, and convenience ...when shopping at the grocery store.”

Field Observations/1-on-1 Interviews Spent time at grocery stores and farmer’s markets assessing the current trends in the industry today and gathered data from shopper’s and vendor’s regarding their perceptions of the local movement and their needs/wants.

-People are asking for local products in their grocery stores currently -”Local” can be misleading since there are no set definitions for the term -It is important to educate people on the benefits of buying local and eating in-season -People look to local when they get scared of the practices of big farming (health risks, salmonella, etc.)

Key Takeaway:

In order to easily integrate “local” into the Price Chopper name we will appeal to several areas that shoppers are looking at when shopping: convenience and ease, price and value and nutrition content while playing off of the connection of food in family traditions and the added value of a dollar well-spent within your community rather than spent elsewhere.

TARGET AUDIENCE

She is the mother of young children and they mean everything to her She cares about the community her kids are growing up in. Some would call her “choosy” but its only because she wants the best environment for her kids She is active on social media. Shes like staying connected with other moms on Facebook and finding recipes and meal ideas on Pinterest She is also a serious blog follower. Especially lifestyle and parenting blogs.

She shops deals. She is price conscious, but willing to spend more when she knows a product will benefit her family She is mindful of nutrition labels and willing to pay for nutrient rich food She thinks long-term about her children’s futures and understands the importance instilling a healthy lifestyle at a young age, which will lead to lasting health and happiness for her children He works hard but values family time. Maybe he works from a home-office in the basement, or is a stay-at-home dad He plays a large role in raising the kids He is not afraid of the kitchen...or the grocery store. He is self-confident and not stuck on gender roles He gets great satisfaction from finding deals and saving money, but will not sacrifice quality for a deal He is rooted in tradition and loves teaching his kids the values and traditions from his childhood He is a sports enthusiast and wants to share his passion with his kids. It’s more than just a game--it’s about the tailgate, spending time with family and friends and enjoying good food with good company

“Young” parent (has a young family) - “choosy” in wanting the best for the kids - nutritious, long-term thoughts - technology-friendly - thrill from a deal but without the sacrifice - rooted in “tradition” and looking to build own - mid-recovery from economy (will spend on what is important but still following thrifty habits), team-mentality

TARGET AUDIENCE

Super Savers –Actively seek out deals and sales via coupons (will already have “sales loyalty” to Price Chopper brand and shop there) –Most female segment –Sense of empowerment/resourcefulness when scoring a deal (can easily reach them and get them started on the local trend by offering deals)

Further Segmentation: clustering our target audience

Spectators –Strive to be resourceful –Take advantage of sales/in-store discounts –Shows brand loyalty on the products considered most important –Least impacted by recession (have money but are still conscoius of spending)

Key Takeaway:

“Young” Families “Young” families are families that are new families who have between 1 and 3 children under the age of 12 •Financially cautious but willing to spend on what’s best for the family

•Main focus is on building traditions with newly budding family

Early Majority on Trends Price Chopper will have most success targeting Super Saver and Spectator groups of younger families due to their tendencies to spend on the items they care about, appreciate and scout out deals and adopt trends at earlier stages than the majority of the population.

Like to be up-to-date to an extent but never the first to jump on a trend. More cautious when deciding wether or not the trend is one they want to adopt. May be on the edge between buying local: is interested but has not yet made the move.

TABLE OF CONTENTS

Who We Are Executive Summary Research/Situational Analysis Objectives & Strategies Media and Concept Executions Budget Evaluation Appendix

OBJECTIVES & STRATEGIES

Marketing Objectives:

To increase local sales throughout the store by 20% by 2015

1 2

Increase the lifetime value of current Price Chopper consumers by offering added value of local goods.

Figure 2

The visual overview in Figure 2. of the products and services available in the grocery store industry offers a great business opportunity for Price Chopper, because it can be one of the first large chain grocery stores to take advantage of a category not yet dominated by the rest of the industry. This gap is unique to locally grown foods and is a segment Price Chopper can ultimately fill by facilitating the transition to buying local foods by its consumers. This can be done by making local purchasing options available in in-store settings in which customers are comfortable with and are throughout the store so products other than those featured are highlighted. It is also important to reach the target during the decision making process (or the interest phase of the AIDA model which highlights increasing customer interest by focusing on the benefits that buying local has to offer) to ensure maximum local sales.

OBJECTIVES & STRATEGIES

Communication Objectives & Strategies: After careful observation and thorough research, the information gleaned from the data formed the basis of the campaign’s communication objectives. Analysis showed the opportunity to introduce the local food sector in the grocery industry as mutually beneficial to one’s community and family. The following communication objectives highlight the goals in which this campaign will achieve.

1

Position Price Chopper as the go-to grocery store for fresh, quality local foods among our target audience.

• Cater promotions to Price Chopper shoppers who may buy locally elsewhere, “selective local buyers” (people who

2 3 4

purchase locally on selective items), and on-edge local buyers or possible local buyers (not yet local shoppers but are interested in the idea).

• Communicate the benefits of shopping locally with Price Chopper.

• Emphasize convenience of purchasing local at Price Chopper to the current consumer.

Create a connection between the local food offered at Price Chopper and the community effect.

• Highlight the community benefits of shopping locally, how Price Chopper helps aid in those benefits and the other positive

impact Price Chopper has had within the neighboring communities.

• Create and establish a community bond with the target by appealing to them on an emotional level.

Drive current Price Chopper consumers to become influencers to consumers of other grocery stores and farmer’s markets in the area.

• Use social media to initiate conversation about Price Chopper’s local movement.

• Generate word-of-mouth communication between consumers.

Communicate the unique experience of shopping and buying local at Price Chopper.

• Introduce a campaign that highlights the local products Price Chopper has consistently provided throughout the years.

• Place an emphasis on the quality offered within the local segment of the market throughout media channels, so that consumers associate local with the name Price Chopper.

• Highlight the AdvantEdge loyalty card and remind customers of the benefits of using their card at Price Chopper on local foods by offering rewards and promotions.

MEDIA EXECUTIONS

Media Objectives: This is a long-term campaign, therefore will continuously run throughout the upcoming years. While there will constantly be aspects of the campaign present, spiking media during the holiday seasons is especially important, because it is at this time when there is an emphasis on family and traditions. This campaign has a large reach throughout the New England area in Connecticut, Massachusetts, New Hampshire, New York, Pennsylvania and Vermont.

1 2 3

Target key influencers to initiate conversation about Price Chopper’s local movement and generate word-of- mouth communication throughout their social communities.

Engage consumers by featuring user-generated material within our campaign.

Earn media coverage through user-generated media campaign.

MEDIA EXECUTIONS

Media Strategies: As strategic communicators, we are constantly thinking of creative new ways to communicate with our audience. In today’s world people are flying out planes, flash mobs are taking over events and companies are pranking innocent people to get their brand or message across. In our campaign, we wanted to utilize these non-traditional approaches to get people talking about Price Chopper, while still maintaining Price Chopper’s traditional media strategies. We developed a number of paid, owned, earned and shared media strategies that will work together throughout the campaign to reach our target audience in an effective and memorable way.

Paid: Any media that we pay for, including traditional and digital ad space

• Weekly Newspaper Ad The weekly newspaper ad is Price Chopper’s longest standing and most consistent form of advertising. Knowing this, we will incorporate it in our campaign.

• Radio The nature of radio advertising has evolved over the years, making Pandora and Spotify radio options the most effective to advertise to our based on our target. With over 80 million Pandora listeners and almost 18 million Spotify listeners per month, millions would hear Price Chopper’s advertising.

• TV Spot This TV spot will focus on the concept based on traditions, more specifically the role food plays in traditions. We hope to air this ad on TV during Saturday and Sunday breakfast time. We will also spread said commercial through YouTube and Facebook.

• Food Truck Rodeo Sponsorship By sponsoring a Food Truck Rodeo, Price Chopper’s name will be plastered around an event revolving around food. The local aspect will differentiate Price Chopper from other sponsors and reach an audience with a passion and love for food.

• Tailgate Takeover We all know the tailgate is just as important as the game. So, Price Chopper is taking over tailgates across the North East and showing you how good local can taste at a tailgate.

• Classroom Takeover Price Chopper will take over local classrooms for an afternoon of interactive learning. The “Little for Local” program will actively teach students the importance of shopping local and the benefits it can bring to their community.

• Influencer Kits Since moms trust other moms, we are going to send 50 of the top regional internet presences an “influencer kit,” comprised of our campaign goals and all of the necessary information about Price Chopper’s local movement. By doing so, we are reaching out to credible sources that have the ability to communicate and influence our primary target.

MEDIA EXECUTIONS

Media Strategies (continued): Owned: Any content that Price Chopper has complete control over.

• In-Store Promotions This will include 24 x 36 posters hanging above sections promoting local products and the local movement within the brand. We also hope to make a stand featuring local products that grabs the attention of walking-by customers and inspires curiosity.

• Mobile App Revamp Customers have positively welcomed Price Chopper’s mobile app. For this reason we believe that it would be a smart decision to use this platform to reinforce the shopping experience of the customers. This app should include virtual reality (to locate products inside the store more easily), the ability to create and save shopping lists, personal reminders (i.e.

“Jill’s Birthday—Grab cake ingredients!”), and push notifications informing customers about weekly local deals.

• iPad Game In-store game downloadable on tablet/smart phones. We hope to install tablets in featured local section encourages kid’s interaction and educational engagement while mom shops around (causing more exposure, driving more sales).

• Microsite This microsite is specifically for the concept based on family traditions. Here customers will be able to share their traditions.

We would also have a section of “Traditions gone wrong!” where people can post funny videos of their family gatherings.

• Social Media: Facebook, Blogs Nearly 70% of moms believe that social media and technology helps them to be better moms (Forbes). Social media is a crucial tool to utilize throughout this campaign to reinforce all of our communication efforts and connect with our target audience.

MEDIA EXECUTIONS

Media Strategies (continued): Earned: The result of the paid and owned media efforts. Any word of mouth or buzz generated without paying for it, including PR, social media buzz, blogs, etc.

• Buzz generated from the microsite video submissions • Word-of-mouth attention resulting from influencer kits/bloggers • Press Releases about all events • Social Media activity: Facebook posts, retweets, etc.

Shared: Any new media vehicles designed solely for the use of the campaign.

• Microsite Video Submissions • Microsite Blog Posts and Recipes

TABLE OF CONTENTS

Who We Are Executive Summary Research/Situational Analysis Objectives & Strategies Media and Concept Executions Budget Evaluation Appendix

AL LOC

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Price Chopper: Huffington Place pr dairy ot y r e e k ins a b

L LOC A

baking

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A LOC

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A LOC L

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LOC A LOC AL

CHECK OUT Identifies local products throughout the store in the augmented reality feature within the Price Chopper application

CHECK OUT

PRICE CHOPPER

produce

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featured local

L

A LOC

L

A LOC

frozen

L

A LOC

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condiments

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dry goods

LOCA

canned goods

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–Interactive Lists –Personal Reminders

-“Wine Wednesday @

Lauries—Grab Wine!”

–Push Notifications

-Local deals weekly (View, add

to list, generate meals)

-Alerts for specific sale items –Augmented Reality

A LOC

MEDIA EXECUTION

App Renovation

MEDIA EXECUTION

App Renovation local feature:

MY LIST:

bakery

HILLSFORD BEEF Wheat bread Blueberry muffins Croissants

HOW FAR: 32.5 miles LOCAL SUPPLIER: Hillsford Farms ABOUT: Grass fed, antiobiotic free

ADD TO

LOCALIZE

MEALS

VIRTUAL

MEDIA EXECUTION

App Renovation

MEDIA EXECUTION

The Breakdown

App Renovation

Augmented Augmented reality will be personalized for each local store where it is available. The customer will be able to get an automatic weekly update of their store’s layout. By entering augmented reality mode, customers will be able to enhance their shopping experience and easily find the local products they desire. In augmented reality mode, customers can use their phone to scan the store which will point to where their local products are located that day.

Personal reminders and personalized interactive list: To further personalize the shopping experience, customers will be able to build interactive lists that will allow the customer to develop recipe ideas and local alternatives among the products they are purchasing that day. Customers will also be able to set up personal reminders for grocery store pickups for special occasions. These reminders will sync to their calendar on their smartphone so their shopping list can keep up with their busy lifestyles.

Push Notifications: Within the app, customers will be able to personalize push notifications toward specific sale items as well as the local deal of the week. Through these notifications customers will also be able to add to the list, generate meal ideas and view the local fact sheet for each specific item.

MEDIA EXECUTION

Why the app?

Nearly 70% of Moms believe technology helps them to be better moms (Forbes) “Keep in mind what mom’s expect in an app--smart push notifications and location-based recommendations are among the things expected in an app.”

(Punchbowl)

App Renovation “Moms crave convenience and instant gratification. Provide real time updates and offer fast, convenient solutions for moms that show your brand is listening and trying to address their needs.”

(Punchbowl)

61% of moms own smartphones, 17% higher than the general population (Punchbowl)

MEDIA EXECUTION

In-Store Promotions

-Large scale signs/Posters -POS graphics -Featured Local Section

“Keep the Dollar Alive” Game In local station—extending time—more exposure— more sales Kid’s are engaging, learning, entertained *Downloadable on iPad and Smartphone

MEDIA EXECUTION

Influencer Kits Goal:

Gain user-generated media and brand mentions by targeting key online influencers within our target market.

Key Influencers:

-Lifestyle, family, cooking blogs or “mommy blogs” -Popular social media personalities on Instagram, Twitter

What’s Inside:

-A description of our current efforts through a leave-behind -Special insider coupons -Customized Price Chopper exclusives

Finding our Influencers: Within each region of Price Chopper’s reach (when designating region by regional weekly ad) a group of 2 influencers will be selected. These influencers will have a strong online presence through social media or lifestyle blogs. These influencers will be determined as the top 2 influential online presences within each region. We have already outlined several influencer blogs that our target marget will be familiar with. These are: Food, Love & Tradition,

MEDIA EXECUTION

Influencer Kits Dear Marita & Bridget, You have been chosen as a key leader in your local community. Your personal blog, Food, Love & Tradition, has made a name for itself in the online community, and now we are inviting you to be a part of the Price Chopper community in its effort to welcome local foods into the community. We recognize all the good you have done and can do. Please enjoy these complimentary coupons for local Price Chopper products. We have been inspired by local, and we hope you will be too.

Your community partner, Price Chopper

In 2014, a projected 63 percent of all online moms will read blogs at least once a month (NextWeb) 74% of Moms have purchased products as a result of promotion mention in a blog (Punchtab 2013)

THE BIG IDEA

Buying local at price chopper keeps the community alive while building/growing/supporting your family through local, nutritious foods. will give you..

Emotional Benefit: The comfort and conviction of knowing that your dollar will live on in your community and that the local ingredients you purchase are rooted in traditions that support your family’s story and the continuation of your unique traditions new and old.

+ Rational Benefit: Providing you with the freshest, highest quality food that will ensure long term health within your family and a strong local economy within your community.

BRAND POSITIONING STATEMENT

Price Chopper is the one and only community-driven quality-ensured supermarket that provides a locally responsible destination and a wholesome experience when purchasing products that are guaranteed fresh and simply better for the mindful mother and father who wants a value product at a value price that they can trust so they get all the essentials to a healthy lifestyle and have peace of mind knowing that they are providing the best possible products for their families.

BRAND MANIFESTO

We get it.

There aren’t enough hours in the day.

Between juggling Sara’s violin lesson with Teddy’s tae kwon do practice and Jimmy’s play date, it becomes a balancing act. But you find the time to make it all work and bring the family back together at the dinner table with a home cooked meal.

You care about health and nutrition, but don’t have the time to go straight to the farm to get the freshness and quality your family deserves.

For you family comes first.

We understand because we have a family of our own, and you are a part of it.

Every day we strive to provide our family with the highest quality and freshest ingredients available. But we also understand that Junior has been throwing a tantrum ever since his Cheerios ran out three days ago, which is why we have those nearby too.

At Price Chopper, its not just about convenience, its not just about price.

While we do very well in those areas, we also think we do well in another area too--providing for our family.

We care about freshness, we care about taste, we care about quality, but we do it without breaking the bank, and we do it all in one place--at your local Price Chopper store.

We feed you, you feed your family.

You deserve the best.

CONCEPT MEDIA EXECUTION

Two Concepts: Rooted in Price Chopper 1 Your Family Traditions: and Ever-growing.

2

Dollars Die When You Send Them to Wall Street.

Keep Your Dollars Alive Within Your Community.

Shop Price Chopper, Shop Local.

CONCEPT MEDIA EXECUTION

1

Your Family Traditions: Rooted in Price Chopper and Ever-growing.

WHAT WE ARE DOING:

WHY IT IS GOING TO WORK:

Social Media TV Spots Radio Ads Weekly Local Steals Microsite Tailgate Takeover Print Ads

Nearly 70% of Moms believe technology helps them to be better moms (Forbes) The number of moms using social media has increased 462% since 2006 Grocery retail executives reported that social media, is expected to go from just 12% usage in 2012 to 65% usage in the next five years.

CONCEPT EXECUTION

Print Ads

PRICE CHOPPER LOCAL CRAFTING THE BEST MEALS, CREATING LONG-LASTING TRADITIONS

PRICE CHOPPER LOCAL CRAFTING THE BEST MEALS, CREATING LONG-LASTING TRADITIONS

CONCEPT EXECUTION

Radio Ads/TV Ads

Hit on tradition of game day & recognize as a contributor Radio Ads- Aired Fridays throughout Fall during the lunch hour and rush hour TV Ads- Aired before local high school games during the holidays and tailgate season

MEDIA EXECUTION Food and Family Traditions Passed Down -Biographical user-generated submissions--their story, their recipe, their tradition featured -Submissions will be hosted on the microsite -Price Chopper will feature a user-generated recipe of the week on their social media page and accept user submissions to their blog throughout the campaign -They will also promote Facebook posts encouraging their friends to submit their personal stories throughout the campaign -Will run Sept. 1st through Dec. 1st on Facebook and the microsite

Microsites (user generated) Family Traditions Gone Wrong - America’s Funniest Home Video-style user-generated submissions -Submissions will be hosted on the microsite - Price chopper will curate one video to start things off - The contest will start in November and will run throughout the holiday season - The submissions will close January 1st and submissions will go through 3 rounds of voting throughout the month of January to determine a winner, which will be announced February 1st.

-The funniest video will win $10,000 to Price Chopper in spending

CONCEPT EXECUTION

Tailgate Takeovers

Price sponsor will sponsor tailgates of local high school games within the 25 different print ad regions. They will donate local food products to be prepared as a pregame snack to begin a new tradition in the communities.

MEDIA EXECUTION CONCEPT

2

Dollars Die When You Send Them to Wall Street.

Keep Your Dollars Alive Within Your Community.

Shop Price Chopper, Shop Local.

WHAT WE ARE DOING:

Print Ads Commercials—Youtube pre-roll Educational Program/Game Weekly Local Steals Food Truck Rodeo

WHY IT IS GOING TO WORK: Nearly 70% of Moms believe technology helps them to be better moms (Forbes) The interactive game will drive engagement with all members of the family and increase time within the store thus driving purchases Educational programs and Food truck rodeo events will lead to earned media spots and PR

CONCEPT EXECUTION

DOLLARS DIE WHEN

Print Ads

YOU SEND

THEM TO

WALL STREET

DOLLARS DIE WHEN YOU SEND

THEM TO

WALL STREET

KEEP YOUR DOLLARS ALIVE WITHIN YOUR COMMUNITY. SHOP LOCAL WITH

KEEP YOUR DOLLARS ALIVE WITHIN YOUR COMMUNITY. SHOP LOCAL WITH

CONCEPT EXECUTION

Interactive Game

This game will be downloadable to smart phones and tablet devices. The game will also be featured in the featured local section of the Price Chopper stores. Users can publish their scores on social media and even better--the players will learn how buying local directly benefits the community through this Sims/Farmvilleinspired game

School Takeover: the value of your dollar

Price Chopper will host classroom takeovers and lead a day-long Jr. Achievement-inspired activity that helps teach the childen the value of their dollar and how it stays alive within the community when they purchase local products. Students will be entrepreneurs for the day and make their own products before taking it to Price Chopper market and selling them within the “community�

CONCEPT EXECUTION

Food Truck Rodeo

Price Chopper will host a competitive food truck rodeo to draw out the crowds of the local communities and introduce them to the value of the local dollar. Price Chopper will invite local food trucks to create a special food item featuring the local food products. Attendees will then be encouraged to sample the local food items and vote for their favorites. The truck with the most votes will be named the local food truck of the year for each community.

TABLE OF CONTENTS

Who We Are Executive Summary Research/Situational Analysis Objectives & Strategies Media and Concept Executions Budget Evaluation Appendix

BUDGET

The following details the approximate cost of the campaign from January 2014 to December 2014 based on advertising efforts such as non traditional, traditional, direct and events/promotions. This is a long-term campaign and the following media flowchart details budget allocations for one calendar year.

TABLE OF CONTENTS

Who We Are Executive Summary Research/Situational Analysis Objectives & Strategies Media and Concept Executions Budget Evaluation Appendix

EVALUATION

Did we Succeed?

The success of the campaign will be measured before, during and after with any necessary adjustments made to ensure its longevity. Price Chopper will monitor the effectiveness of the campaign and use these findings to continuously enhance and improve the campaign longterm. The following will be monitored:

• In-Store

- Compare sales of local foods before, half-way through and after the campaign.

- Measure local food sales made with the AdvantEdge loyalty card.

- Ask customers to fill out a survey in which they rate their satisfaction of local foods both half-way through and after the

campaign.

• Online

- Observe media channels for Price Chopper mentions weekly (specifically news outlets and social media).

- Track the frequency and quality of user-generated content and feedback.

• Brand Image

- Increase brand recognition of buying local foods with Price Chopper.

• Social Media

-Five weeks into the 12 week user-generated video on family traditions gone wrong campaign, if there are less than 10

submissions Facebook advertising spending will be doubled and a second curated video will be released. Price Chopper will

also offer a prize incentive of $10,000.

TABLE OF CONTENTS

Who We Are Executive Summary Situation Analysis Objectives & Strategies Media and Concept Executions Budget Evaluation Appendix

APPENDIX

Focus Group Materials Thought Bubbles: What is the woman in each picture thinking? Fill in an appropriate thought.

FOCUS GROUP QUESTIONS Word Associations: What comes to mind when I say these words?

Community Healthy Local Groceries Tradition Copy Testing: Create a scene for this phrase.

-Every family has their own unique story. It’s based in traditions and evolving everyday. As your family grows together, new traditions develop along the way that shape who you are as a whole. We are dedicated to helping you make traditions everyday.

-When you buy local you take the road less traveled.

When you spend your money within the local community, each dollar becomes part of the neighborhood.

Sentence Completions: I feel good when ____________.

I feel healthy when ____________.

The best food is ____________.

I don’t buy local because _____________.

I look for ______________ at the grocery store.

I feel close to my family when _________.