Skippy Peanut Butter Campign

1

Y P P KI

S : t n

e i l C

n

u d o r P

a e P : ct

r

te t u B ut

Caitlin Lewis Kelly Rasmussen

1 2

TABLE OF CONTENTS: Page 2: Executive Summary

Page 11: Radio Script

Page 3: Creative Brief

Page 12: TV Script

Page 4: Consumer Profile

Page 13: Story Board

Page 5: Tagline

Page 14: Promotion

Page 6-9: Magazine Ads

Page 15: Social Media

Page 10: Billboard

Page 16: Guerilla Marketing

EXECUTIVE SUMMARY: 2

The main objective of this campaign is to introduce SKIPPY Peanut Butter to parents as the perfect snack food to buy for their young children, showing them the many different uses for it and distinguishing it from its competitors by emphasizing SKIPPY’s variety of extra peanutty flavors.

CREATIVE BRIEF: 3

Client: SKIPPY Product: Peanut Butter What do we want to accomplish?

The goal of this campaign is to emphasize the variety of SKIPPY’s peanut butter flavors and show that with these flavors, there are endless snack possibilities that parents can enjoy with their children. With easy recipes introduced by SKIPPY’s “Kid Chef” we accomplish both goals and further establish SKIPPY as the most preferred brand.

Who are we talking to?

We are targeting parents, with children in elementary and middle school. Specifically we will be appealing to women who do the grocery shopping for the family and who like to use coupons while they shop. Income, marital status and occupation are not applicable because they do not affect the buying habit of peanut butter.

What do they think now?

SKIPPY is currently the top preferred peanut butter in the Nation. People love SKIPPY because of its authentic peanut butter taste and its soft texture. SKIPPY’s natural peanut butter is also rated amongst the highest of the healthiest peanut butters to eat.

What do we want them to think?

We want people to continue to choose SKIPPY as their preferred peanut butter brand. However, we want them to take notice in other SKIPPY peanut butter flavors such as, SKIPPY Natural with Dark Chocolate, SKIPPY Natural Creamy with Honey, and several others. We want them to see how fun SKIPPY can be by experimenting with the new flavors combinations and recipes. Say goodbye to your average PB and J, and say hello to PB, J, Honey, and dark chocolate.

Why should they think this?

We want the target market to see that with their additional variety of flavors, SKIPPY is continually growing to meet its customers needs and wants. With so many unconventional SKIPPY flavors, SKIPPY is hardly an average brand.

What is our message?

SKIPPY peanut butter is the perfect snack for kids and the best peanut butter on the market, especially with its variety of flavors.

CONSUMER PROFILE 4 Name: Karly Harlson Occupation: 3rd Grade Math Teacher at a Private Elementary School.

Age: 35 Marital Status: Married Sex: Female Children: One girl, Susan, age 10 and one boy, Charlie, age 6. Both attend the same private school, (but in a different district than the one their mother teaches in) They are active kids, both involved in a couple sports. Susan plays soccer and does gymnastics. Charlie also plays soccer and little league baseball.

City: Naperville, A “suburb” of Chicago.

Income Bracket: Karly makes around 50,000$ a year, but her husband Ted Harlson makes over 250,000$ annually He is an accountant at a major firm in downtown chicago.

Lifestyle: Karly tends to be busy with work during the week, but on the weekend she makes sure to plan activities and spend lots of time with the kids. Usually this involves the whole family running errands. Both her and her husband work, so they can afford to do things some families can’t. For example, they like to take the kids downtown to see the museums or go out to lunch. Karly loves spending time with her kids, and feels guilty that she can’t be there when they leave for school in the morning. So she makes sure to pack them a lunch to take to school each day. Usually she makes a peanut butter and jelly sandwich because that is what her mom used to pack in her lunch as a child.

Hobbies/Leisure Activity: Karly enjoys being outdoors as much as possible. She likes to go running outside when the weather is nice, and in the summer she likes to read a book by the pool. Karly also enjoys watching DIY shows and the FOOD network to get inspiration. Karly is a avid Pinterest-er and spends a lot of time on social media. She uses social media to share recipes and things she finds online.

TAGLINE: 5

t t e e r Nuttin' B

MAGAZINE ADS: 6

Chocolate Peanut Butter Macaroons

Ingredients 1 cup quick oats ½ cup ground flaxseed meal ½ cup SKIPPY® Creamy Natural Peanut Butter with Honey Spread 2 tablespoons cocoa powder 1 teaspoon vanilla ¼ cup mini chocolate chips 3 tablespoons crushed cashews

Ingredients

1 cup powdered sugar

1/2 cup ground almonds

Ingredients

3 tablespoons unsweetened cocoa powder

2-1/2 cups halved pretzel sticks 2 cups Corn Chex 1-1/2 cups M&M's 1/2 cup butter 1/3 cup creamy peanut butter 5 cups miniature marshmallows

2 egg whites 1/3 cup granulated sugar 1/4 cup whipping cream 3 ounces dark chocolate, chopped 1/3 cup SKIPPY® Creamy Natural Dark Chocolate Spread

Preparation 1.

In a medium bowl, combine all ingredients except chocolate chips and cashews.

2.

Stir to combine.

3.

Add chocolate chips and cashews to mixture and stir again, just until combined.

4.

Using your hands, press firmly to form one-inch balls.

5.

Place in air-tight container and refrigerate until serving.

Peanut Butter Cup Snack Bites

Directions 1.

Directions

1.

Heat oven to 300°F. Line two baking sheets with parchment paper. Fit piping bag with

plain 1/2-inch tip.

2.

3.

In bowl, beat egg whites. Gradually add granulated sugar; beat until sugar is dissolved and mixture forms. Gradually fold in almond mixture. Spoon mixture into piping bag.

4.

Pipe 1 1/2-inch rounds 2 inches apart on baking sheets. Bake 20 minutes or until set.

Turn oven off; cool in oven.

5.

is smooth.

In food processor, combine powdered sugar, almonds and cocoa; process until finely ground.

To make chocolate-peanut butter filling, in small saucepan, heat cream until bubbles form around edge; remove from heat. Add chocolate. Stir until melted. Stir in peanut

In a large bowl, combine pretzels, cereal and M&M's. In a large sauce pan over low heat, melt butter and peanut butter. Add marshmallows; cook and stir until marshmallows are melted and mixture

2.

Pour over pretzel mixture; stir to coat. Press into a greased 13-in. x 9-in. pan.

Cool until firm; cut into squares. Yield: about 3 dozen.

butter spread. Transfer to small bowl; cover. Refrigerate 1 to 2 hours or until thickened.

6.

Spread heaping tablespoon filling on half of macaroons. Sandwich together using remaining macaroons.

N u t t i n ' Better

N u t t i n ' Better

N u t t i n ' Better

Chocolate Peanut Butter Macaroons Ingredients 1 cup powdered sugar

1/2 cup ground almonds 3 tablespoons unsweetened cocoa powder 2 egg whites 1/3 cup granulated sugar 1/4 cup whipping cream 3 ounces dark chocolate, chopped 1/3 cup SKIPPYÂŽ Creamy Natural Dark Chocolate Spread

In bowl, beat egg whites. Gradually add granulated sugar; beat until sugar is dissolved

ground.

In food processor, combine powdered sugar, almonds and cocoa; process until finely

plain 1/2-inch tip.

Heat oven to 300°F. Line two baking sheets with parchment paper. Fit piping bag with

Directions

1.

2.

3.

Pipe 1 1/2-inch rounds 2 inches apart on baking sheets. Bake 20 minutes or until set.

and mixture forms. Gradually fold in almond mixture. Spoon mixture into piping bag.

4.

To make chocolate-peanut butter filling, in small saucepan, heat cream until bubbles

remaining macaroons.

N u t t i n ' Better

Spread heaping tablespoon filling on half of macaroons. Sandwich together using

butter spread. Transfer to small bowl; cover. Refrigerate 1 to 2 hours or until thickened.

form around edge; remove from heat. Add chocolate. Stir until melted. Stir in peanut

Turn oven off; cool in oven.

5.

6.

7

8

Ingredients 2-1/2 cups halved pretzel sticks 2 cups Corn Chex 1-1/2 cups M&M's 1/2 cup butter 1/3 cup creamy peanut butter 5 cups miniature marshmallows

is smooth.

In a large bowl, combine pretzels, cereal and M&M's. In a large sauce pan over low heat, melt butter and peanut butter. Add marshmallows; cook and stir until marshmallows are melted and mixture

Directions 1.

2.

Pour over pretzel mixture; stir to coat. Press into a greased 13-in. x 9-in. pan.

Cool until firm; cut into squares. Yield: about 3 dozen.

N u t t i n ' Better

Ingredients 1 cup quick oats ½ cup ground flaxseed meal ½ cup SKIPPY® Creamy Natural Peanut Butter with Honey Spread 2 tablespoons cocoa powder 1 teaspoon vanilla ¼ cup mini chocolate chips 3 tablespoons crushed cashews 4.

3.

2.

1.

Place in air-tight container and refrigerate until serving.

Using your hands, press firmly to form one-inch balls.

Add chocolate chips and cashews to mixture and stir again, just until combined.

Stir to combine.

In a medium bowl, combine all ingredients except chocolate chips and cashews.

Preparation

5.

N u t t i n ' Better

Peanut Butter Cup Snack Bites

9

BILLBOARD: 10

SKIPPY PEANUT BUTTER

peanutbutter.com

RADIO SCRIPT: 11 Script: Music Starts Kid 1: Singing Kid 2: Singing Kid 1: Singing All: Singing Adult: Talking

“Kids loves SKIPPY”...

“You want to know a secret that’s easy to see” “My mom makes a lunch that’s good for me” “She makes it with SKIPPY, because it’s the best” “SKIPPY peanut butter beats out, the rest!”

“Kids love SKIPPY because of it’s smooth texture and bold peanuty flavor.

It’s the perfect ingredient for any snack!

And now with SKIPPY’s natural flavors, Kids and parents can enjoy endless snack possibilities.

Kid 2: Singing Kid1: Singing Kid 2: Singing All: Singing Kid 1: Talking Music Still Playing with Adult Voice Over

Like gooey s’mores brownies with SKIPPY’s Natural Dark Chocolate spread.”

“SKIPPY is the one that I love the most!”

“I eat it with apples! bananas! and toast.”

“So many flavors I can munch!”

“Don’t forget the SKIPPY in my lunch!”

“SKIPPY Natural Peanut butter, Nuttin’ Better!”

“Visit peanutbutter.com to find out how your child could be featured on the next SKIPPY commercial! And be sure to check out our pinterest page for more recipes ideas!”

TV SCRIPT:

Product: Peanut Butter Client: SKIPPY Title: “Cooking with SKIPPY” Writer: Kelly Rasmussen & Caitlin Lewis

12

Length: 30 seconds

Video: Opening scene: Zoom in on a clean kitchen, with serene music and a title card “Cooking with SKIPPY”

Audio: Kid Chef: “Welcome to Cooking with SKIPPY! I’m Kid chef!

Today we will be making ooye gooey peanut butter chocolate rolls Yay!”

Kid in chef costume walks into the kitchen. On the counter is “To begin, have your parent preheat the oven to 375 de2 jars of SKIPPY PB- one dark chocolate, one regular pb, and grees. My mom already did, so I’m all set to go.” a pan with crescent rolls laid out on it. (in the oven there should be a completed batch) “While it is preheating, lay your rolls out on a baking sheet.

But make sure it’s stick proof!”

“Take one spoonful of SKIPPYs regular PB and plop it in the center. Do the same with SKIPPY’s natural dark chocolate PB.” (Show her slapping another biscuit on top)

“Now the fun part! Slap the top on!!”

“Once you have all the rolls ready, go ahead and stick it in the oven for 10 minutes.”

“Be careful, it will be hot! (Ding sound)

(Take out cooked rolls from oven.)

“Now take them out of the oven and then...

BOOM! SKIPPY CHOCOLATE AND PEANUT BUTTER ROLLS!”

Music plays: Show kid chef enjoying PB snack.

“Mmmmm, SKIPPY, Nuttin better!”

VO: end card:

“Learn how your child could appear on the next Kid Chef commercial, by visiting Peanutbutter.com and make sure to check our pinterest page for more recipes.”

TV STORYBOARD: 13

Scene 1

Final Scene

PROMOTION: 14

In order to appeal to the target audience of mothers with young children, SKIPPY will run a promotional contest in which parents can post videos of their own “kid chef” making snacks using SKIPPY, to SKIPPY’s website. SKIPPY will then narrow down the entries to the top 5 kid chefs. The top 5 will be announced on our social media pages, (Facebook and Twitter) and the videos will be uploaded to SKIPPY’s youtube page. This creates traffic on both SKIPPY’s website, through video submissions, and on SKIPPY’s social media pages. People will have the opportunity to vote on the cutest and nuttiest kid chef, via a facebook poll.

The video with the most likes will move onto the next round. The promotion will run for one month.

At the end of the month, the kid chef with the most likes/votes will be featured on a commercial with SKIPPY’s very own KID CHEF. The contest will be advertised on SKIPPY’s social media site, on the SKIPPY peanut butter TV commercial, and radio commercial. To learn more they can visit SKIPPY’s website, (peanutbutter.com). This is where they will also submit the videos.

SOCIAL MEDIA: 15

Twitter Promotions.

Facebook Promotions.

Pinterest Promotions.

GUERILLA MARKETING: 16

In malls (specifically food court areas), and large retail stores such as Sam’s Club, Costco and BJ’s, SKIPPY will have a pop up cooking show featuring a kid chef. The kid chef will come out on stage and demonstrate how easy it is to make a unique, delicious, peanutty snack using the many flavors of SKIPPY peanut butter. At the end of creating each snack, the chef will take a bite and shout, “Nuttin’ Better!”

There will be a stage with a counter on it stocked with the ingredients for the delicious snack the kid chef will demonstrate how to easily make recipes using SKIPPY. Around the stage there will be Sponsored by SKIPPY signs and advertisements. In case someone is allergic to peanuts, signs will indicate a warning that they should avoid the area.

The show will exhibit SKIPPY as the perfect compliment to any snack. By demonstrating unique snacks to make, the audience will see the endless possibilities of food creations you could make using SKIPPY’s variety of flavors, showing that there truly is “nuttin’ better” than SKIPPY. The show will also give great publicity to SKIPPY as well as advertising.

The idea is to make it look like a professional chef demonstration, but the shock value of having a kid make it will draw peoples attention. A video will be compiled of the guerilla marketing and posted online for others to see.