Cayman’s only freshly prepared range of frozen meals Launch Campaign September 2018 – February 2019
Section 1.0
Introduction 1.1 Who we are 1.2 Our story 1.3. Market demand 1.4 Our solution 1.5 Target audience
1.1 Brand story
Who we are § Cayman’s only locally produced frozen meal range, where health conscious busy people get home made meals prepared with love, launched September 2018 § A range of 18 dishes featuring locally inspired recipes and responsibly sourced ingredients, made right here in Cayman § Free from preservatives, and other nasties, Boxed presents its customers with the very best frozen meal options available on island, allowing them to eat healthy and save time
1.2 Brand story
Our story § Founded by Mise en Place, Cayman’s leading and longest-standing catering company § We first started delivering healthy fresh meals in 2003, but we had to discontinue the service after Category 5 Hurricane Ivan devastated the islands in 2004 § After that, we focused on volume catering, servicing local schools and corporate clients daily, while continuing our well-established events catering business § In 2018, we saw a gap in the local market to bring back our meal programme, this time with a focus on healthy frozen ready-reals, available directly from local supermarkets
1.3 Brand story
Market demand §
High awareness of healthy eating in Cayman
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Emergence of premium ready meals on a global scale
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Aspirations to improve home cooking
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But Cayman’s busy working population is limited by time pressures
1.4 Brand story
How we could solve the problem §
Access to good quality, responsibly sourced home cooked food
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A range of menu options to suit different tastes
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Transparency on ingredients and what goes into each meal
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Quick eating options that aren’t available via other food products
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Meals that typically take time to prepare but we’d all like to eat regularly
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Education of how Boxed meals are made
1.5 Brand story
Targets NICOLA WEEKLY “POWER” SHOPPER
BEN WEEKLY SHOPPER
HEATHER BI-WEEKLY SHOPPER
PURPOSE
BEHAVIOR
GOALS
“My primary reason for buying Boxed is to have a selection of healthy meals in the freezer that I can quickly prepare for the family after work and school. I like the fact that I know where the food is cooked and that I’m supporting local.”
Nicola is constantly keeping an eye on nutrition especially food she can feed her two children. She actively canvases the aisles in the grocery stores looking for healthy options that can be prepared quickly. Nicola will typically buy two to three prepared meals per week, plus several sides that she can use to supplement home cooking.
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Feed her family healthy food Save time Be well fed
Occupation: Lawyer Frequency: Shops weekly on-demand and sporadically Age: 39 Education: Graduate Degree HHI: $250,000
“My primary reason for buying Boxed is because I’m busy at work all week and the last thing I want to do is cook a meal when I get home. Before Boxed I would typically buy take-out from Island Naturals, ChickenChicken and occasionally Burger Shack or a Jerk Stand. I don’t want to eat crap, but I do want something that’s quick and relatively healthy”
Ben is a busy professional, he doesn’t plan his meal times, but is aware of the importance of healthy meals. He’s often in the office until late and will re-heat lunch or order take-out when he’s hungry. Having Boxed meals stocked on-site has helped him balance his diet and he feels good about this.
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To find good quality home cooked food that can be prepared quickly To save time To satisfy the hunger monster
Occupation: Teacher Frequency: Shops a couple of times a week, as needed Age: 29 Education: Under Graduate Degree HHI: $90,000
“My primary reason for buying Boxed is because my partner and I lead busy lives, and between our work and social lives we don’t have time to cook every night of the week. We rarely plan out our meals in advance, so I like that I can pop into the store on my way home and pick-up different dishes, based on what we’re each feeling for that day. “
Heather and her partner are fairly new to the island. Although she works regular hours, she likes to make the most of her free time; fitting in a workout or happy hour with friends several times a week. She wants a go-to healthy but convenient dinner option that won’t break the bank.
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Occupation: Financial Advisor Frequency: Shops weekly Age: 46 Education: Graduate Degree HHI: $350,000
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A quality dinner option that doesn’t need advance planning To eat well without spending a lot of time or money To satisfy both her and her partners’ cravings from one offering
“Grateful for these locally produced, dinner-in-a-flash options! Really flavorful and super-quick to prepare.” — A happy Facebook fan
Section 2.0
Campaign development 2.1 Marketing objectives 2.2 Advertising objectives 2.3 Campaign logic 2.4 Budget 2.5 Concept 2.6 Tactics 2.7 Activities 2.8 Results
2.1 Brand campaign
Marketing objectives ยง Educate customers on Boxed benefits ยง Associate Boxed with values rooted in sustainability ยง Position Boxed as the first choice for ready meals ยง Make customers aware of where to buy Boxed
2.2 Brand campaign
Advertising objectives ยง Awareness of Boxed ยง Acceptance of its quality, ingredients and values ยง Preference over other ready meals and take-out ยง Intention to purchase
2.3 Brand campaign
Campaign logic A six month marketing campaign would harness the consumer’s desire for high quality ingredients and the provenance of the food they’re buying.
2.4 Brand campaign
Campaign budget Activity
Cost (CI$)
Digital advertising
$2,000
Social media advertising
$3,000
Print advertising
$4,500
Point of sale
$4,500
Out of home
$12,000
Merchandise
$6,400
Event sponsorships
$2,500
Total
$34,900
2.5 Brand campaign
Campaign concept ยง Our concept came from inviting our customers to celebrate the arrival of locally prepared, freshly made, home cooked frozen meals ยง To bring this idea to life visually, we created a series of five campaign visuals, where we combined real life imagery, single minded powerful messages, and stunning product shots to create a compelling emotive response ยง By highlighting these factors, we were able to set ourselves apart from the humdrum of other meals which offer high volume and low quality
2.5 Brand campaign
Campaign concept contd. ยง The trifecta of information represented the care and commitment that Boxed customers were looking for during meal times, and the appreciation they have for home cooking ยง It allowed us to feature many of our meals in our executions, but because they were a composite, we were always communicating the brand idea first and foremost, as opposed to featuring a single message
Play me
2.6 Brand campaign
Media mix
2.6 Brand campaign
Key messages We developed five tag lines that spoke to each of our key selling points:
“Made in our kitchen, enjoyed in yours”
§ Locally made
“Naturally good for you, and your family”
§ Family-friendly
“Prep less, party more”
§ Convenient
“All the taste, none of the hassle”
§ Flavourful
“Responsibly sourced, irresponsibly enjoyed”
§ Quality ingredients
2.7 Brand campaign
Advertising Five distinct ad sets highlighted each of our key messages and ran across: ยง Social media (Facebook & Instagram) ยง Google (search & display) ยง Advertorial (Flava magazine) ยง Out of home (billboard, in-store & vehicle)
2.7 Brand campaign
Point of sale We captured customers’ attention right at the point of purchase including: § In-store (freezers, display signage, TV screens) § Tastings & demos § Print (posters & informational signage) § Raffle prize draws
2.7 Brand campaign
Public relations We garnered several earned media opportunities which allowed us to talk directly to local audiences about the concept and giveaway product live on air: ยง Radio (Cayman Crosstalk, Radio Cayman) ยง Editorial (Bounce magazine) ยง Product giveaways
2.7 Brand campaign
Experiential Strategic sponsorships of events with a high concentration of our target audience raised consumer awareness, while experiential marketing tactics, including a branded photo booth, won the hearts of consumers and created memorable takeaways: ยง 100 Women in Finance: 150+ busy professional females 25-35 years old ยง 100 Women Who Care: 100+ females 3050 years old, head of the household ยง Feed Our Future Island Roast: 300+ well educated consumers 30-60 years old
2.7 Brand campaign
Influencer marketing We partnered with Cayman’s network of foodie bloggers to help spread the word, including some of Cayman’s leading lifestyle influencers Jem Castor (16.3k) and Lustic Life (5.2k): § Reached their networks of over 30,000 local consumers (50% of Cayman’s population) § Grew Boxed’s Instagram following by over 100 followers § Built a bank of content for Boxed’s own content marketing efforts
2.7 Brand campaign
Feedback survey At the end of the six month campaign, we conducted a customer feedback survey which received over 500 responses. Here are some of our key findings: §
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More than 70% of survey respondents had tried Boxed. Only 6% of respondents had not heard of the brand before taking part in the survey 94% had recognised Boxed in supermarkets and stores, thanks to a strong and consistent look and feel across on and offline advertising efforts We filled a need in the market; most people were buying Boxed for convenience (80%), followed by taste (45%) and to support local (39%) 74% of people surveyed wanted to see more range; in Spring 2019 Boxed will launch an expanded menu of 40 dishes 39% of survey respondents were interested in online ordering & home delivery; both of which Boxed is looking to pursue in Q4 2019
“Boxed is fantastic! Well done and congratulations! Keep up the good work.” “I am very thankful you started this line of products. It takes the stress out of dinner prep at least once a week (usually twice) for me.” “Well done on launch of this great product range. I wish you the best in growing these product lines.” “I am so happy you guys decided to start this, it makes me feels like I’m eating home meals instead of frozen meals.. I can feel the freshness and flavour in it!”
2.8 Brand campaign
Results § Within six months, Boxed was available at all major supermarkets on island and a growing number of convenience stores § We successfully created a new and sustainable revenue stream for the Mise en Place group; in the campaign period we sold 16,500 units grossing over CI$100,000 in sales § Boxed also received more than 4,700 unique visits to its website, and over 250 subscribers to its email newsletter § Social media platforms grew by 30% month-to-month, with over 1,400 followers across platforms, with more than 13,000 engagements across five campaigns § User generated content, including dedicated posts and stories from some of Cayman’s leading influencers reached over 30,000 users (50% of Cayman’s population)
“The fact I had no lunch today does not affect my reaction as this food could only ever be described as delicious! I may never home cook again!” — A hungry Instagram follower
Section 3.0
Campaign assets 3.1 Digital advertising 3.2 Social media 3.3 Website 3.4 Advertorial 3.5 In-store 3.6 Out of home 3.7 Experiential
3.1 Campaign assets
3.1 Campaign assets
3.1 Campaign assets
3.1 Campaign assets
3.1 Campaign assets
3.1 Campaign assets
Play me
3.1 Campaign assets
Play me
3.1 Campaign assets
Play me
3.1 Campaign assets
Play me
3.1 Campaign assets
Play me
3.1 Campaign assets
Display
3.2 Campaign assets
3.2 Campaign assets
3.3 Campaign assets
Website
3.4 Campaign assets
Advertorial
3.5 Campaign assets
In-store
3.5 Campaign assets
In-store
3.6 Campaign assets
Billboard
3.7 Campaign assets
Vehicle
3.8 Campaign assets
Experiential
“Today I put a Coq Au Vin in the oven. While it was cooking, I spent 45 wonderful minutes in the pool with my son. Thank you for making family life better.” — A busy parent