Peanut Better book

Brings you...

Peanut BETTER.

Lenna Daniels, Melissa Dellacato, Alexis Farabaugh, Mark Lam, Molly Lobell

Table of Contents 2 - Agency Identity 3 - History 4 - Environmental Analysis 5 - Competitor Analysis 6 - SWOT Analysis 7 - Marketing & Advertising Objectives 8 - Research 9 - Brand Value Proposition 10 - Target Market Profiles 11 - Campaign Strategy

12 - The Big Idea 13 to 19 - Ads 20 - Results & Media Objectives 21 - Media Strategies & Choices 22 - Media Choices Cont.

23 - Media Budget & Flowchart 24 - Brand Activation 25 - Evaluation 26 - Creative Brief 27 - Team Bios 28 - End Notes

executive Summary Smart Balance has established itself in the eyes of consumers as a natural, heart-healthy brand that is growing in popularity. With a line of various butters, cooking oils, popcorns, and peanut butters, these products are easily accessible in grocery stores across the country. They are uniquely made with all-natural, non-GMO ingredients that are not only good for you, but a great way to satisfy your appetite.

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Unfortunately, due to the wide variety and brand loyalty of other peanut butter brands, Smart Balance Peanut Butter is not as popular as it could be. Through the use of various media outlets, Adpiphany plans to raise brand awareness, increase comprehension, and boost sales for Smart Balance Peanut Butter by promoting the product as the better, more wholesome option among consumers.

Agency identity

Trying to come up with the next big idea? Let Adpiphany take care of it and find your “aha!” moment.

Our dynamic team will work with you to create the best advertising solutions for your company or brand. We are a full-service advertising agency that provides a wide variety of integrated marketing communication tactics and outlets at your fingertips. We discover innovative and relevant ideas that pertain to your selected target market to bridge the gap of communication between consumers and your product or service.

OUR STRAtEGY

By incorporating our broad set of skills and knowledge, Adpiphany’s team of experts has the ability to improve your marketing strategies and achieve client specific goals.

deliberate→

collaborate→ create→ execute assess→

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OUR HISTORY Mission statement: “Smart Balance is committed to providing superior tasting, heart healthier alternatives in every category it enters by avoiding trans fats naturally, balancing fats, and/or reducing saturated fats, total fat, and cholesterol.�

In 1990, Smart Balance buttery spreads was invented by Brandeis University nutrition scientists using just the right blend of fats that can help support healthy cholesterol levels. Smart Balance would become the first mainstream buttery spread with 0g of trans fat naturally. The company introduced its Rich Roast Creamy Peanut Butter in 2005, their first non-GMO product. In May 2013, they converted their butter packaging from round to square, a first in the industry. Smart Balance recently announced a transition to non-GMO ingredients for its line of buttery spreads.

Smart Balance strives to provide naturally healthy products with superior taste.They offer healthier options for spreads, cooking oils and sprays, mayonnaise, popcorns, and milks. These products are unique compared to competing brands in that they are allergen free, have no hydrogenated or partially hydrogenated oils, and contain vitamins, Omega 3s, and plant sterols.

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Environmental anALYSIS COMPETITIVE FORCES

The competitive forces that Smart Balance Peanut Butter needs to be aware of are primarily other popular peanut butter brands. However, Smart Balance has unique attributes, like non-GMO ingredients and Omega-3s to set itself apart from other brands. The food industry is shifting to accommodate the wants, needs, and values of the growing health-conscious culture in America; therefore, other brands may begin to include the same benefits as Smart Balance Peanut Butter. In addition, other spreads growing in popularity like Nutella, Fluff, and Hershey’s Chocolate Spread are competitive forces that pose a threat to Smart Balance Peanut Butter, as well as alternative sources of protein for those without dietary restrictions.

ECONOMIC FORCES

Our target market is looking to save money whenever possible, however, they are also interested in eating healthy. Smart Balance Peanut Butter is slightly more expensive than competing brands, but less expensive than other organic and all-natural peanut butter products. This is an advantage to the brand because the target market wants to purchase their peanut butter with ingredients and price in mind. Smart Balance Peanut Butter offers them a product with the attributes they want at a price they are willing to pay.

LEGAL/REGULATORY FORCES

The Smart Balance brand prides itself on being a verified non-GMO product producer. This means that no genetically modified organisms were used in the process of creating its peanut butter. Their verification process implements certificates and guarantees that are strongly enforced by their suppliers, making for a binding and cohesive agreement. On-site audits are completed to ensure their standards so that non-GMO ingredients never even come in contact with GMO-containing ingredients. The FDA also monitors the production and distribution of all Smart Balance products. In addition, this product has the Gluten-Free Certification Organization’s seal of approval on the label.

SOCIOCULTURAL FORCES

With Smart Balance Peanut Butter, we want our sociocultural research to influence the way we promote the brand.

In our research, we found that women and children opt for creamy peanut butter consistency, and men prefer the chunky texture. Overall, 60% of peanut butter consumers choose creamy instead of crunchy. It was also important to determine the geographical differences in the U.S. when it comes to peanut butter preferences. Residents on the East Coast opt for creamy, and those on the West Coast opt for crunchy. We also found that in the south, people enjoy “boiled peanuts” which is considered a delicacy in their area. The peanuts become soft after being boiled, and they are appreciated with a favorite drink.

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cOMPETITOR aNALYSIS Strengths: • • • •

•

Largest market share Broad distribution of product nationwide Huge financial support from Smucker’s Large scale production helps reduce cost, thus price Deemed as the traditional and habit brand by Americans

Weaknesses: • Does not focus on health-concerning market • Not GMO-free • Higher fat content

Strengths: • • •

•

Internationally renowned brand Up-to-date website with interactive content Successful advertising and social media cam- paign “Yippee” Growing market share

Weaknesses: • • •

Targets younger market primarily Contains hydrogenated oils Higher sodium content

JIF SKIPPY Store Brand

Strengths:

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• Lower price • Quality comparable to name brands • Makes good use of store brand loyalty

Weaknesses: •

• •

Does not have financial support to market and advertise Only available at Wegmans Has a higher amount of calories

SWOT anALYSIS strengths

• It’s allergen-free (glu-

ten, dairy, and soy) • No hydrogenated or

partially hydrogenated oils • Naturally 0g trans fat • Omega 3s, vitamins,

calcium, protein and

plant sterols opportunities

•

•

•

People are more in- clined to eat healthy Being vegan and glu- ten-free is becoming more popular The younger demo- graphic sees these lifestyles as trendy

S W O

T

weaknesses • It is not well-known • It is expensive • People tend to associ-

ate Smart Balance with

older adults • People in the target mar-

ket are already loyal to a brand • There is little advertising threats

• Other more well-known

brands with brand loy- alty • Stigma that healthy is

not as tasty • Target market may not

want to spend ad-

ditional money on bet-

ter quality brands

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Marketing and advertising objectives • Target market: young adults, ages of 18-29 • Increase sales by 10% • Boost comprehen- sion by 75% • Raise conviction by 55%

The new campaign for Smart Balance Peanut Butter will take place in August 2015 to July 2016. Within this time frame, we found that people buy peanut butter as regularly as they do cleansing products such as shampoo. A slightly pulsing set of advertisements would be most ideal as there are no heavier times of purchase, except for the “back-to-school” and holiday seasons. We would have a slight increase during those time periods.

tIME FRame Budget summary

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Adpiphany was given a budget of $11,000,000. We have chosen to allocate the funds as follows:

Research OBJECTIVES •

•

•

•

Discover the target market’s opinion of peanut butter and what they look for when purchas- ing this staple food item Determine if the target market is aware of Smart Balance Peanut Butter and how they view the brand in terms of product users and competitors Learn the media vehicles that our target market interacts with most frequently and how to create optimum exposure Unearth the target market’s view of health and how they value wholesome food items

PRIMARY Adpiphany implemented an online survey through Qualtrics to discover our target market’s values and view of Smart Balance Peanut Butter. We had 173 respondents between the ages of 18 and 29 years of age, but the bulk of them were between 18 and 22. We discovered that 92% of the participants ate peanut butter, but only 28% were familiar with Smart Balance’s. Eating healthy and purchasing good quality food was found to be a concern for 84% of our respondents, and 97 of those surveyed said they look for a combination of high quality ingredients and price when making a food purchase. We also included questions pertaining to what magazines and websites our participants were interested in to help us decide which media outlets would be the most effective.

SECONDARY Once we were informed about our target market, we visited Smart Balance’s website to gain more insight about the brand. We discovered specific details regarding the product’s nutritional value and ingredients, brand beliefs, and their dedication to providing consumers with wholesome products. We also compared Smart Balance’s site to competing brands’ sites to gain more insight on what our target audience is exposed to.

Next, we visited the online database, SRDS, to establish the best media outlets for our target market and budget. Additionally, we discovered the population of the cities we placed our transit ads in from the World Population Review website.

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Brand value Proposition functional

emotional

Smart Balance Peanut Butter provides consumers with a more wholesome and healthy version of one of our target market’s staple food items.

Smart Balance makes their peanut butter with the same taste and texture people love, but with non-GMO ingredients, natural sweeteners, 7 grams of protein, and Omega-3s. They are able to exclude hydrogenated oils and trans fat while also offering creamy, chunky, and dark chocolate versions of the product. Consumers who are gluten-free, lactose-free, or vegan can all enjoy this delicious product, too.

This childhood snack has evolved into one of the most popular food items for our target market.

That, paired with Smart Balance Peanut Butter’s delicious, all-natural ingredients makes it a guiltfree choice that consumers can be confident in.

Whether they’re feeling under the weather, in need of an energy boost, or too lazy to cook a meal, Smart Balance Peanut Butter will be there for them.

benefits

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benefits

self-expressive

benefits

What people put in their body affects how they feel and perform. Purchasing Smart Balance Peanut Butter declares that consumers are health-conscious and that they care about their body. Smart Balance Peanut Butter reflects the target market’s values and is a fantastic alternative for the unhealthier, less wholesome competing brands.

For consumers who only want the best for their body, Smart Balance Peanut Butter is a no brainer.

They can leave the store feeling confident in their purchase, while portraying their healthy choices to other shoppers, friends, and family.

Target market profiles

Our primary target market is young adults 18-29. nancy, student,

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While constantly seeking thrills and excitement in her life, Nancy also cares about the environment and her own health. Living in a residential hall, she still wants to be able to prepare food for herself even though she doesn’t have access to a well-equipped kitchen.

josh, financial planner,

25

Josh is a 25-year-old college graduate and has just started his career at an accounting firm. Often, he finds that he is too busy to cook for himself or go out to lunch, and wishes he could find the time to create something quick, but tasty.

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Campaign Strategy the challenge

Smart Balance Peanut Butter is not as well-known of a brand compared to the other peanut butter brands. People know that Smart Balance exists but many aren’t aware that they have peanut butter. Our challenge is to figure out how we can get Smart Balance Peanut Butter more popular and to get college students to buy the product compared to the more well-known brands.

the key insight

Through our survey and focus group, we found out that our target market is mostly concerned with eating healthy, and that the price and ingredients of a product are something that they look at when selecting a product. A portion of our target market also has dietary restrictions such as gluten-free and vegetarian, so peanut butter is a good source of protein for them.

Our group will focus on the healthy eating that Smart Balance represents, while also highlighting that Smart Balance is geared toward those with dietary restrictions.

The Solution

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We will campaign Smart Balance as a healthy food option for our target market that tends to be on-the-go more often than not. Unlike other brands, Smart Balance has all natural non-GMO ingredients that will make the consumers feel better while eating it. Along with that, we will also focus on how it is a great option for people who have dietary needs because of the ingredients in the product and how it is a great protein option.

OUR BRand PRomise Smart Balance has the taste and convenience you know and love while being a healthier, more wholesome, alternative to other peanut butter brands.

THE BIG IDEA

peanut

BETTER 1 2

CReative overview strategy We aim to provide an easy-to-read, visually appealing experience for our target. They are light-hearted and relatable, allowing the viewers to feel like they can associate themselves with the brand. After stumbling upon the ads, we hope they will resonate with the target market based on the values and message of Smart Balance Peanut Butter. art direction In order to maintain consistency within our print and transit ads, a yellow gradient was placed in the top right corner of each. The theme consists of yellow, green, and white, the three representative colors of Smart Balance. Additionally, the body copy of the print and transit ads was placed along the bottom and in the same format in order to increase brand recognition. copywriting The body copy of each individual ad reflected their unique situation and related back to our brand promise. Our slogan, “Peanut Better� was boldly stated in all of our ads.

We included a list of benefits and a call-to-action to ensure further engagement.

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MAGAZINE ADS

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ONLINE VIDEO AD

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transit AD

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interactive online ad

RESULTs

A focus group was conducted once our ads were completed amongst several college students and some graduates within our target market. Their feedback indicated that the ads were favorable, relevant to their lifestyle, and memorable to the Smart Balance brand. They provided input regarding the images we used, media outlets, and the effectiveness of our brand activation tactics. For example, one of our focus group members commented that the cookies used in one of our magazine ads had chocolate chips; therefore, they appeared as chocolate chip cookies. She suggested we use peanut butter cookies to further convey that the ad was meant for peanut butter. Consequently, we changed the images. Another suggestion was made by a participant regarding one of the magazines we chose for the print ads. He stated that he associated Shape Magazine more so with women because his mother had always read it and that he and his friends would not be interested. We then decided to switch to Fitness Magazine because it has more male readership. Their critiques allowed us to make appropriate adjustments to make our ads as effective as possible.

media objectives

reach : Our target market is men and women between the ages of 18 and 29 who are concerned with their health and enjoy the taste and convenience of peanut butter. We want to reach them as effectively and frequently as possible while maintaining our budget. We plan to persuade these young individuals through various media outlets including an online video, an online display, a transit ad, and three magazine ads. • Geographic scope of the placement : Our scope for this ad campaign will implement both national and regional advertisements. Our magazine, online video, and online display ads will be part of the national campaign, however, our transit ads will be part of the regional campaign. Because we are targeting 18-29 year-olds who are in college, concerned about their health and the way food is processed, our regional ads will be placed in the Northeast and the West near popular college towns. • Message weight : Adpiphany’s target market includes young adults who are most likely in college or recent graduates embarking on their careers. In order to effectively and efficiently reach this audience, we targeted the media vehicles they most often use. This age demographic has grown up using the Internet, so we have focused our funds on the online video and Internet display. Next, our target market often uses public transportation to travel to class, home, or work, so we have allocated funds to popular cities in the Northeast and West where colleges are abundant.

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media Strategies Adpiphany plans on getting our target market to have an effective reach of 75%, while being exposed to the ad with an effective frequency of 4 times.

We will have a comprehension goal of 75%, and obtain a conviction goal of 55%. We plan on having a slightly pulsing advertising distribution pattern. Peanut butter is a product that is bought year-round, but we plan on increasing advertising in August for the back-to-school shoppers, and November and December for the holiday season. Many college students live off-campus; during August when they move in, they go on a large shopping trip and one item people usually get is peanut butter. Additionally, during the holidays, a lot of the baked treats contain peanut butter. We hope that by the end of the campaign, our target audience will be exposed and aware of Smart Balance Peanut Butter. Our demensions are as follows:

Online Commercial- (1) :30 spot Print Ads- (3) Full page print ad 8.5” x 11” Online Ads- (1) Rectangle 300 x 600 pixels Transit- (1) Metro 36” x 24”

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media CHOICES transit

We chose to place our transit ads inside subways located in busy cities populated with college students in the Northeast and West including N.Y.C., L.A., and Boston. Those who live in these areas of the U.S. tend to favor healthier lifestyles and are concerned with the way food is grown and processed, making it an easy pick for our transit ad locations.

media CHOICES cont.

online videos Youtube online ad displays As previously mentioned, Youtube is the most popular Youtube.com site for our target market. We will focus our ads on cookYoutube is one of the most popular websites to be ing channels. For example, one Youtube channel that we surfed by our target demographics. The online display would put our pre-roll ads on is Hannah Hart’s channel, ad, paired with our online video will increase exposure, My Drunk Kitchen. Hannah Hart is popular for our target thus sales. market as she drinks wine and cooks her meal of choice.

People.com People Magazine is among the most read magazines in our target demographics. Advertising online incurs lower cost while gaining impressions from the same target group.

Hulu Hulu is a free website that mostly streams TV shows. For people who can’t afford Netflix, Hulu is a great alternative and a website that many people in our target market use. Some example TV shows that we would display our commercial on would be Arrow, Parks and Recreation, Saturday Night Live, and Bob’s Burgers. All of those shows are very popular with our target market and are currently the most popular shows on the front page of Hulu.com.graphics.

magazine ads Food Network (and their website) Food Network has a large audience, all of whom are interested in cooking tips, recipes, and health. They would take an interest in Smart Balance Peanut Butter because it would help them improve their own recipes to create healthier snacks they can enjoy.

Fitness Magazine Fitness Magazine has a large audience, most of whom are women. These women care about being healthy and staying fit, so Smart Balance Peanut Butter would fit seamlessly into their lifestyle. The peanut butter would also help the magazine further its mission to help women achieve their body goals.

Runner's World Runner’s World reaches both men and women who consider running to be an integral part of their lives. A majority of the readers would find an ad for Smart Balance Peanut Butter beneficial because eating healthy and exercising go hand-in-hand. The peanut butter would provide them with the energy they need to continue doing what they love.

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MEDIA budget and flowchart

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BRand activation Peanuts

on the

Run

Objective: To raise awareness of Smart Balance Peanut Butter among our target market, demonstrate the functionality of the product, and eliminate the negative bias of a healthy product being unsatisfying.

Strategy: The Smart Balance food trucks, nicknamed “Peanuts on the Run,” will first travel to forward-looking, progressive college campuses, for example, Ithaca College, Boston University, and NYU. Once the word is out, students across the nation will be able to tweet “#PeanutsOnTheRun” to request a visit from one of the trucks. The food truck employees will help promote the wholesome benefits of Smart Balance Peanut Butter when handing out various “Peanut Better” based snacks. Taste-testers have the opportunity to purchase a delectable Smart Balance Peanut Butter themed treat. The campaign will be announced on Smart Balance’s Facebook, Twitter, and official website prior to the launch. The campaign will start in September and end in November.

Partnership

with

U.S. Hunger Relief Charity

Objective: To set Smart Balance apart from other peanut butter brands through their efforts to fight national hunger.

Strategy: With every 10 jars of Smart Balance Peanut Butter sold, the brand will donate one jar to the U.S. Hunger Relief Charity. Food banks have a high demand of peanut butter because of its convenience and functionality to those with or without access to a kitchen or appliances, which speaks to the essence of our ad campaign while improving brand image and awareness.

Brand Integration- Parks

and

Rec

Objective: To exemplify Smart Balance Peanut Butter’s health benefits by showing Parks and Recreation’s Chris Traeger enthused about the product.

Strategy: This young-looking man’s values include eating healthy and exercising his body– influencing people to associate Smart Balance Peanut Butter with the prime example of a man in perfect health. Traeger will be shown eating the product and displaying excessive amounts of enthusiasm after eating it. Out of curiousity, his coworkers try it to see if it is actually as tasty as he says it is (after being disappointed in his Turkey Burger Challenge) and they are surprised to be proven wrong. This episode would air in November.

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Evaluation The charts below represent our predictions for Adpiphany’s ad campaign. Ultimately, we expect to see comprehension to increase by 75%, conviction by 55%, and sales by 10% by the end of our year-long campaign.

sales increase

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comprehension and conviction increase

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team bios Lenna Daniels

Lenna is a sophomore Television-Radio major with an Integrated Marketing Communications minor from Branchville, New Jersey. After furthering her education, she hopes to work in New York City on the set of one of her favorite TV shows. You will most likely find her studying, hanging out with her residents, or eating food. She keeps very busy with her campus involvement, but tries to make healthful choices whenever possible.

Melissa Dellacato

Melissa is a junior Integrated Marketing Communications major from Oak Ridge, New Jersey. Her passion for creativity and mathematics led her to pursue a career in advertising, as she aims to work in New York City at an ad agency. As an Ithaca College leadership scholar, she has a natural love for academics and getting involved on campus. She also allocates time for a healthier lifestyle by attending Zumba classes on the weekends, which she thoroughly enjoys.

Alexis Farabaugh

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Alexis is a sophomore Writing major with an Integrated Marketing Communications minor from Harleysville, Pennsylvania. She aspires to work at a publishing company while writing books on the side.

Peanut butter and almond butter are crucial to her everyday gluten-free and dairy-free diet; her ideal night includes cozying up with her laptop to work on her latest Photoshop or writing project while snacking on Smart Balance’s brand.

Mark Lam

Mark is a sophomore Integrated Marketing Communications major from Hong Kong. He is on a constant lookout for new challenges and experiences, while focusing on development of design. Born to care about calories and fat intake, Mark always felt reluctant to try creamy spreads until he met Smart Balance.

Molly Lobell

Molly is a Sophomore Cinema and Photography major with an Integrated Marketing Communications minor from Dallas, Texas. She has a passion for film and hopes to one day make commercials. When not watching movies, Molly is involved in ICTV, Dean’s Host for the Park School of Communications, and Sophomore Class Council. She is also a vegetarian so eating healthy is very important to her and peanut butter is her favorite late night snack.

end notes citations

National Peanut Board. (n.d.). Retrieved October , 2014, from http://nationalpeanutboard.org/the-facts/fun-facts/ Peanut Butter Wars: #2 Skippy Determined to Take Down #1 Jif. (n.d.). Retrieved October 2014, from http://www. fool.com/investing/general/2013/12/16/peanut-butter-wars-2-skippy-determined-to-take-dow.aspx Smart Balance. (n.d.). Retrieved November 2014, from http://www.smartbalance.com/ SRDS. (n.d.). Retrieved November 2014, from http://next.srds.com.ezproxy.ithaca.edu:2048/nmp?newsess=y WPR. (n.d.). Retrieved December 2014, from http://worldpopulationreview.com

You just had your "aha!" Moment.

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