Nature's Own + Denver

+ NATURE始S OWN + DENVER STRATEGIES FOR ENTERING A NEW MARKET

the / zimmerman / agency TROY CAPASSO | LIZZIE EADS | CHELSEA ELLIOTT | JODECI RICHARDS

Tuesday, July 23, 2013

ABOUT DENVER

Tuesday, July 23, 2013

ABOUT DENVER | QUICK FACTS 620,000

TOTAL POPULATION (US CENSUS)

34 MEDIAN AGE

50%

50%

WOMEN

MEN

(US CENSUS)

Tuesday, July 23, 2013

(US CENSUS)

ABOUT DENVER | LIFESTYLE

“THINNEST” CITY (ACS)

205 CITY PARKS (DENVER.ORG)

6th BEST PLACE FOR EXERCISE

5th FITTEST CITY (AMERICAN FITNESS INDEX)

Tuesday, July 23, 2013

(MENʼS HEALTH)

ABOUT DENVER | TARGET MARKET

46% WOMEN 25-54

86% TRY TO EAT HEALTHY

50%

MEN

(SCARBOROUGH)

26%

50%

WOMEN

COOK FOR FUN (SCARBOROUGH)

(US CENSUS)

57% WALK/JOG (SCARBOROUGH)

Tuesday, July 23, 2013

STRATEGY OVERVIEW Event-based

- Physical presence - Engagement - Promotions Create local recognition Solidify Nature始s Own as a Denver Brand

Tuesday, July 23, 2013

EXECUTION I: NATUREʼS OWN BREAD ROLL

The Nature’s Own Bread Roll is a snack truck that attends Denver events and appears at notable venues for a year. The Bread Roll is meant to become a constant fixture in the Denver scene by engaging residents.

Tuesday, July 23, 2013

OVERVIEW New snack truck campaign Two campaign blocks

- September-November - March-August 2-3 outdoor venues/events per week Menu of 3-5 free & priced items 5 Nature始s Own brand ambassadors

Tuesday, July 23, 2013

OVERVIEW Roaming Hunger Inflatable Loaf

- First 2 months Promotional items Kids Zone

- At major events

Tuesday, July 23, 2013

NATUREʼS OWN KIDS ZONE Decorating Natureʼs Own sandwich containers Bread Bowl “Bread” Jenga Loaf eraser

Tuesday, July 23, 2013

PROMOTIONS Facebook

- On-site ʻlikeʼ, update, tag, check-in - #DenverBreadRoll Twitter

- On-site follow, mention, hashtag - #DenverBreadRoll - Follow Denver events/venues Pinterest

- Bread Roll board

Tuesday, July 23, 2013

“THE #DENVERBREADROLL IS HANGINʼ OUT BY @BOTANIC IN DENVER! COME SEE US AND GRAB A SNACK ON NATUREʼS OWN!”

64% LOGIN TO FACEBOOK (SCARBOROUGH)

EXECUTION II: NATUREʼS OWN BREAD CRUMBS

Nature’s Own Bread Crumbs are redeemable codes found around the Denver area. Both stationary and mobile, the purpose of the crumbs is to get Denverites engaged and excited about Nature’s Own while doing what they already do: lead active lives.

Tuesday, July 23, 2013

OVERVIEW What are crumbs?

- Redeemable codes Where do you collect crumbs?

- Stationary - Roaming How do you collect crumbs?

- Microsite - Enter code - More slices = more stuff 47% USE PHONES TO ACCESS INTERNET (SCARBOROUGH)

Tuesday, July 23, 2013

OVERVIEW Engage Denverites in natural environment Consistent and constant fixture Launch in late August Campaign activation in two blocks

- August-November - March-July

Tuesday, July 23, 2013

Tuesday, July 23, 2013

Tuesday, July 23, 2013

PROMOTIONS Facebook

- Roaming crumb locations - On-site ʻlikeʼ, update, tag - #DenverBreadCrumbs Twitter

- On-site follow, mention, hashtag - #DenverBreadCrumbs “WE KNOW YOU WANT THAT FAMILY VACATION. AND NOW IT CAN BE ONE STEP CLOSER! VISIT OUR ROAMING CRUMB AT THE SPROUTS FARMERSʼ MARKET TO GET YOUR CRUMB CODE!”

Tuesday, July 23, 2013

55% USED COUPONS (SCARBOROUGH)

EXECUTION II: B-CYCLE FOR BREAD

B-Cycle for Bread is a nonprofit initiative led by Nature’s Own and Denver B-Cycle to tap into something that really defines Denver.

By offering donations, we show Denver residents that we’re not just about entering this new market, we want to become a part of Denver.

Tuesday, July 23, 2013

OVERVIEW “... large-scale municipal bike sharing system” Partner for 2-4 weeks in spring Each bike shared = 1 donation

- Food Bank of the Rockies Alternative: Participants choose nonprofit Facebook & Twitter

- #BCycleforBread

“THEREʼS NOTHING BETTER THAN GIVING BACK. SO JOIN @NATURESOWN AND @DENVERBCYCLE TO FEED THE HUNGRY WITH #BCYCLEFORBREAD”

40% MORE LIKELY TO BUY BRAND THAT SUPPORTS CHARITY (SCARBOROUGH)

Tuesday, July 23, 2013

Tuesday, July 23, 2013

Tuesday, July 23, 2013

MEDIA SUPPORT

Media support include ways to bring general Nature’s Own brand awareness to Denverites.

Tuesday, July 23, 2013

SOCIAL MEDIA SUPPORT Facebook Twitter YouTube

- Promotional videos Mom Blogs

- Broad reach - In exchange for ad space

Tuesday, July 23, 2013

34%

TRADITIONAL MEDIA

GET COUPONS FROM NEWSPAPER

Radio

(SCARBOROUGH)

- Nature始s Own commercials - Event commercials Print

- Newspaper circulars - FSIs - In-store circulars - Magazine ads Television

- Nature始s Own commercials - Local news

85% LISTEN TO FM RADIO (SCARBOROUGH)

Tuesday, July 23, 2013

RECAP Create local recognition through events Appreciate / appeal to sense of community Bread Roll Bread Crumbs B-Cycle for Bread

Tuesday, July 23, 2013

THANK YOU!

Tuesday, July 23, 2013

Tuesday, July 23, 2013

Tuesday, July 23, 2013

Tuesday, July 23, 2013

Tuesday, July 23, 2013