university of West Florida
2016
The team
Sarah Balducci
dANNY kACZMARCZyk
Lindsay Cribb
Research & Strategy Coordinator
Research Coordinator
Media Strategist
Sandra Guerrero
Michelle Le
Katie butler
Creative Director
Art Director
Graphic Designer
Laura QUINTERO
Paulina Szydlo Graphic Designer
Samuel Meier
Graphic Designer
Digital/Video Producer
Liz Martin
bRITTANY sTEPHENS
Laura Nardo
Jennifer Kelly
PR Director
Digital Media Coordinator
Brand Experience Coordinator
Digital Media Coordinator
table of contents executive summary 3 the challenge 4 Campaign Goal/Objectives 4 Situation Analysis 5
the research 6 Research Sources 7 Strategy/Copy Testing Interviews 8
the strategy 9 Message/Channels 10 Audience Personas 11
creative 12 Television 13 Experiential/Sponsorship 14 Digital interactive-Paid 15 Digital Interactive-Owned 17 Digital Billboards 18 In-Store Activation 19
media plan/budget 21 Media Markets 22 Media Timeline 23 Media Budget 24
evaluation 25 citations 26
page 02
page 03
executive summary “Born in New York and made from the Best Stuff on Earth” has been the iconic positioning of Snapple in one form or another since its inception in 1972.1 While this great American brand has changed hands several times, two things have remained consistent throughout its 40 plus years – its unique brand identity and the passionate fans who love it.1 New entrants into the category, consumer “wellness” trends and “premiumization” offerings have challenged Snapple’s position in the Liquid Refreshment Beverage (LRB) category placing the brand fourth.1 However, the brand’s playful personality and distinctive packaging provide opportunities to increase sales through a strategic campaign that leverages these assets and engages consumers on a personal level. In today’s marketplace consumers crave personalization from brands because it offers them a sense of control and helps reduce information overload in a very chaotic world.2 When brands offer experiences that are tailored to their audiences, the framework for engagement becomes more manageable and ultimately more efficient.2 In order to maximize efficiency and effectiveness, this new national campaign will seamlessly transition Snapple from last year’s “Born in New York, Made for Everyone” theme into one that offers a dual-strategy approach for reaching both Heartland and Non-Heartland consumers. Using this approach, the Snapple brand will positioned to deliver on a customized experience with an authentic, “Snapply” message and meet consumer expectations with each and every encounter.
page 04
the challenge Campaign goal Create an integrated, holistic marketing campaign to grow Snapple volume in the U.S. for 2017.
Campaign objectives • •
To increase purchase frequency of heavy users in the Northeastern U.S. (Heartland) from 9x to 10x per year. To increase purchase frequency of light users outside the Northeastern U.S. (Non-Heartland) from 1x to 3x per year.
page 05 The Challenge
situation analysis After performing a careful review of the client’s case study, social media and website presence, as well as available competitor information, the following key data points were used to drive additional research.1
Current Audience Age 18-49 years old (target age 30)
Geography & usage volume • • •
Snapple’s Heartland Consumers: Reside in the Northeastern U.S. (New York City, Boston, Philadelphia, Buffalo, Baltimore, Hartford, Syracuse, Albany and Washignton D.C) 50% of volume; purchasing 9x/year on average. Snapple’s Non-Heartland Consumers: Reside outside of the Northeastern U.S., purchasing 1x/year on average.
Psychographics Snapple drinkers are positive people who celebrate little things in life that bring a bright spot to their day; appreciate Snapple is made from “The Best Stuff on Earth,” but they do not consider themselves “health nuts”; looking for a wholesome, simple premium beverage experience. Heartland consumers in particular have high brand affinity and are very passionate about the Snapple brand whereas Non-Heartland consumers have some brand awareness, but need to be engaged in order to penetrate their consideration set.
Media Consumption The current audience overindexed in general media use and is particularly digital savvy; comfortable with cord-cutting (consuming digital video across multiple screens), adept on mobile (uses for particular methods and for fun); highly active and influential on social channels.
current outlets • • •
Television Premium Online Video Content Traditional & Rich Online Display Media
• • •
Branded Entertainment Content Marketing/Social Sharing Local Media/PR Efforts
Current positioning In the recent past Snapple has primarily used three campaigns to tell the brand’s story. However, in 2015 the message was refocused on the origins/core of the brand. These message points include those that no other brand in the category can imitate – simple ingredients, Snapple Facts and the pop of the cap. The brand’s “Born in New York, Made for Everyone” campaign ran through Q3 of 2015.
top competitors
Traditional remains the primary media type for brands. TV has been the primary outlet of choice for competitors in this space, with print and outdoor supporting the smaller brands in the category. Digital spending has also increased among brands within the category. Competitors within the category focus 100% of their budgets positioning their base products within the messaging.
page 06
the research Developmental research Strategy/copy testing researcH
Research Sources
page 07 The Research
+ 100 Secondary Sources Reviewed
448
37
Development Online Surveys
Representing U.S. States
64 Strategy/Copy Testing Inverviews
Development Online Surveys Upon completion of reviewing the case study and analyzing over 100 secondary sources, an online survey was distributed to begin the campaign strategy development. The objective of the survey was to clearly define the target audience segments and narrow down the appropriate message points.
Respondent Demographics
The following key data points were uncovered, from the 448 responses:
57% Tea drinkers 63% Juice drinkers of respondents were
of respondents were
3 Respondents purchase the following brands:
34%
3
48%
Of those that purchase snapple:
25%
19% 17%
3
And they do so because:
81%
Say the taste definitely influences buying Snapple
The majority noted that the following words definitely describe the Brand:
37%
Purchase
2x per Month Purchase
7-11x per Year
40%
29%
60%
Gender:
34% Male 37% 18-24 Female 64% 13% 25-30 2% Prefered Not 6% 31-35 to Answer 7% 36-40
Purchase at a
Convenience store Purchase at a
66%
Purchase
Glass Bottles Purchase
53% Grocery store
Say that the glass bottle definitely influences the purchase of Snapple
Age Range:
28% glass bottle
6 or 12-packs
60%
Flavorful | Quality | Upbeat | Positive | Fun-loving
Say the variety of flavor definitely influences buying Snapple
page 08 The Research
strategy/copy testing interviews After analyzing the online survey data a preliminary message strategy concept and activation touch point were developed. The strategy foundation was built around the variety of flavors Snapple offers, using a customizable 6-pack supported by a simple yet effective tagline. To test the concept, data was collected from 64 interviews, and the following key insights were obtained:4 • •
•
76% of the respondents indicated they have purchased a Snapple beverage within the last 12 months. The majority of respondents indicated that they liked the test ad’s color choices and design, as well as the inclusion of the 6-pack concept. However, the majority of respondents also indicated that the flavor options should be more prominent. Overall, 70% of respondents strongly or somewhat agreed that the layout and messaging of the ad was attention-grabbing.
• • •
83% of all respondents strongly or somewhat agree that the ad reflects the Snapple brand. Over 60% of the respondents agreed or somewhat agreed that the ad communicated that the Snapple brand was positive, upbeat, flavorful and/or fun-loving. 13% of respondents said they would buy a Snapple single variety 6-pack, currently available in stores. However, 36% of respondents said they are more likely to buy a customizable Snapple 6-pack like the one featured in the test ad.
respondent demographics Gender 43% male 55% female 2% Prefer not to answer Age Range 97% 18-25 2% 26-30 Household Income 52% less then $30,000
page 09
the strategy message channels audience personas
Message
page 10 The Strategy
The research overwhelmingly confirmed that Snapple is fun-loving, positive and upbeat, offering consumers a wide variety of beverages that represent quality and flavor. With such a unique consumption experience, the core of the message must be both “Snapply” and engaging while targeting consumers in and out of the brand’s Heartland.
channels The opportunity to reach consumers on a personal level with a simple, yet targeted message is grounded in selecting the right outlets through the various phases of the campaign. While Non-Heartland consumers require increased awareness, Heartland consumers need to be brought in through channels that aid in conviction. These campaign touch points use the dual strategy approach in the most effective and efficient manner possible.
“What Makes You Snapple?” is more than a tagline. It’s a customizable experience that’s full of personality and on-brand, allowing those who encounter it to define who they are in relation to the Snapple beverages they enjoy.
action HEARTLAND + Non-heartland
Purchase
Desire HEARTLAND + Non-heartland In-Store Activation
conviction HEARTLAND + Non-heartland Mobile, Buzzfeed Tasty, Digital Bilboards.
comprehension Heartland + Non-heartland Buzzfeed Quiz, Paid & Owned Social Media, Snapple.com, In-Banner Video/Video Pre-Roll
awareness Non-heartland TV, In-Banner Video/Video Pre-Roll, Digital Radio, Snapchat, YouTube, Festivals, Paid Social Media
page 11 The Strategy
Audience personas Traditional tasters (heartland)
midwest mixers (non-heartland)
Background • Age/Gender: 35-44 Female • Education: College Graduate • Income: $46,500 Situation • Avg. HH Expense/Yr. Tea:$33.62-Juice:$49.10 • Motivation: Taste & Variety of Flavor • Describes Snapple: Positive, Flavorful, Upbeat Purchase Decision • Purchase Location: Grocery & Convenience Store • Product Preferences: Regular Teas • Size/Container Purchase: Single Bottle & 6-packs • Reason for Purchase: Taste • Other Brands likely to purchase: Arizona & Lipton • Avg. Volume/Yr Purchase: 2 times/month
Background • Age/Gender: 31-35 Female • Education: College Graduate • Income: $44,400 Situation • Avg. HH Expense/Yr. Tea:$32.47-Juice:$46.86 • Motivation: Taste & Best Stuff on Earth • Describes Snapple: Flavorful, Quality, Fun-loving Purchase Decision • Purchase Location: Grocery Store • Product Preferences: Regular tea & Regular Juice • Size/Container Purchase: Single Bottle & 6-packs • Reason for Purchase: Best Stuff on Earth • Other Brands likely to purchase: Lipton • Avg. Volume/Yr Purchase: 2-3 times/yr
sunny sippers (non-heartland)
choosy chuggers (non-heartland)
Background • Age/Gender: 18-25 Male • Education: Some College • Income: Less than $25,000 Situation • Avg. HH Expense/Yr. Tea:$26.88-Juice:$39.44 • Motivation: Taste & Variety of Flavors • Describes Snapple: Fun-loving, Quality, Flavorful Purchase Decision • Purchase Location: Grocery Store • Product Preferences: Regular Tea • Size/Container Purchase: Single Bottle • Reason for Purchase: Taste • Other Brands likely to purchase: Arizona • Avg. Volume/Yr Purchase: 2-3 times/yr
Background • Age/Gender: 25-31 Couple • Education: College Graduate • Income: $48,500 Situation • Avg. HH Expense/Yr. Tea:$28.93-Juice:$41.04 • Motivation: Taste & Variety of Flavors • Describes Snapple: Flavorful, Tasty Purchase Decision • Purchase Location: Convenience Store • Product Preferences: Regular Juice • Size/Container Purchase: Single Bottle & 6-packs • Reason for Purchase: Taste • Other Brands likely to purchase: Arizona & Lipton • Avg. Volume/Yr Purchase: 2-3 times/yr
3,5,6,7,8
3,5,6,7,8
3,5,6,7,8
3,5,6,7,8
page 12
creative television experiential/sponsorships digital interactive-paid digital interactive-owned digital billboards in-store activation
page 13 Creative
television
As an awareness-building tactic for a Non-Heartland audience, a 30-second commercial will showcase the freedom of choice that the “What Makes you Snapple?� build-your-own 6-pack campaign offers. Using a slice of life style format, the concept relies heavily on visuals that connect with the target audience and convey the Snapple brand equities.
This commercial will be on a pulsing schedule, increasing frequency in the spring and summer months. The spot will run on various broadcast, cable and satelite channels selected through programmatic buying platforms. Additionally, this spot will be edited into several 15-second versions for use as part of digital advertising efforts.
EXPERIENTIAL/SPONSORSHIP
page 14
KOOZIE
Snapology tent
INFLATABLE
Social media
Creative
Through music festival sponsorships, Snapple will engage with consumers through experiential on-site opportunities that answer the question “What Makes You Snapple?” Being a dominant sponsor for some of the largest music festivals in America, like Coachella and Bonnaroo will enhance the festival goers experience by offering a variety of “Snap Schwag” and a full “Snapology” tasting tent. In the tent festival-goers will be able to taste every Snapple flavor. They will also be able to use the social media photo booth kiosk to take photobooth quality festival keepsakes with the Snapple logo and festival logo at the bottom of their picture.
The social media photo booth kiosk will allow attendees to immediately upload the picture onto their Twitter, Instagram, and Facebook. The photobooth and social media sources will tag the photo with the individual events “snaptag.”18 If the festivalgoer uploads the photo with the “snaptag” they will get a premium Snapple schwag merchandise piece, such as a festival specific koozie or sunglasses with the Snapple and festival logo on it. During the festival as the main talent is on stage, large beach balls in the shape of the Snapple bottles will be thrown into the crowd to enhance the festival experience.
digital interactive-paid in-banner video, mobile and video pre-roll weather targeted mobile
To increase awareness and comprehension for “What Makes You Snapple?” on the second, third and fourth screens, online in-banner video and pre-roll video ads will be deployed. Ads will be bought through a programmatic platform that maximizes efficiency and effectiveness with a 75% SOV target average. These dynamic ads are delivered to consumers on websites based on audience target touch points include the 15-second version of the tv spot, searching the nearest location where Snapple is sold, retrieval of scannable coupons and social sharing.
As audiences reach the conviction stage, a mobile ad campaign delivered through a programmatic buy will be served to Heartland and Non-Heartland users based on their proximity to grocery stores where the customizable 6-packs are sold using geo-targeting features. Additionally, mobile ads will use weather-based targeting options allowing for ad delivery to users when real-time weather conditions are optimal for beverage consumption.
spotify Using the “Billboard” ad unit recently made available for mobile campaigns, Spotify users on both iOS and Android mobile devices will be served a “Welcome Back” ad playing only when a user has the screen open. This delivery option allows for 100 percent viewability on the platform further increasing awareness among the Non-Heartland audiences.10
IN-BANNER ADD
Creative
geo-targeted mobile
page 15
page 16
Teaming up with Buzzfeed opens up a variety of options allowing the “What Makes You Snapple?” campaign to extend its digital presence into the comprehenshion phase for Non-Heartland audiences. Everyone loves Buzzfeed quizzes. They are silly but somewhat accurate. Creating a “What Snapple Flavor Are You?” Quiz gives consumers the opportunity to find out if they are more of a Peach Mangosteem or a Strawberry Kiwi.
Creative
tasty
quiz
buzzfeed
To complement the mobile ads in the conviction stage for both Heartland and Non-Heartland audiences, the “What Makes You Snapple?” campaign will team up with Buzzfeed’s Tasty. This partnership will allow users to create a refreshing frozen beverage using their favorite Snapple flavors.
For sponsored events and holidays Snapple will team up with Snapchat to offer interactive filters for National Iced Tea day on June 10th, Fourth of July and Labor Day. For example, on the Fourth of July the interactive filter will be a Snapple bottle moving across the screen and splashing the user with one of the Snapple juices, such as Peach Mangosteen or Strawberry Kiwi. The filter will also include a campaign tagline and holiday specific “snaptag” such as #AmericaMakesMeSnapple. The Snapple-themed filters will build brand awareness by targeting Non-Heartland audiences.
snapchat filter
Snapchat
facebook & instagram Paid Facebook and Instagram campaigns featuring the “What Makes You Snapple?” message will be launched initially to increase awareness among Non-Heartland audiences. These ads will feature appropriate still images on Instagram and the 15-second version of the TV spot on Facebook along with appropriate message/captions and “snaptags”. Driving audiences into the comprehension phase of the campaign, these platforms will promote Snapple’s presence at music festivals with messaging that encourages users to visit the Snapology tent using the event-based objective on the brand’s owned Facebook and Instagram pages.
youtube The 30-second TV commercial will be edited into a 15-second version that will play on Youtube as a pre-roll ad prior to selected videos, targeting movie trailer ads primarily.
page 17 Creative
digital interactive-owned
website-snapple.com While the brand’s website is “Snapply,” integrating the “What Makes You Snapple?” creative elements is an essential step in creating consistency to lead Non-Heartland audiences through the comprehension phase of the campaign. The website will feature a banner and leaderboard advertising to promote Snapple’s presence at the festivals and in grocery stores with the build your own 6-pack campaign.
SNAPPLE FACEBOOK Snapple’s Facebook page will offer different product and promotional information to followers through colorful pictures and shared YouTube commercials specific to the custom 6-pack campaign, driving awareness and increasing comprehenshion among Non-Heartland audiences. Followers will also be kept updated on different sponsored events, such as Bonnaroo and Coachella, inviting them to visit us at the Snapology station at the festival.
SNAPPLE INSTAGRAM Snapple will also increase awareness and drive comprehension of NonHeartland audiences. On Instagram by promoting the “What Makes You Snapple?” campaign and sponsored events. During the in-store custom 6-pack Snapple campaign, Snapple will post through their account pictures of the custom 6-packs and the different varieties of flavors they could choose in stores to fill their cartons. The pictures will have different “snaptags,” such as #WhatMakesYouSnapple and #6packsmakemesnapple. The brand’s presence at music festivals will also be featured using event-specific “snaptags” such as #CoachellaMakesMeSnapple and #SnappleRoo along with a caption.
SNAPPLE TWITTER Twitter keeps followers connected with the brand on a more personal level, allowing them to ask Snapple questions about the brand’s presence at events and the “What Makes You Snapple?” Campaign. Using “snaptags” and messaging consistent with Facebook and Instagram will allow Non-Heartland audiences to engage through the awareness and comprehension phases of the campaign.
Digital billboards
Advertising the Snapple custom 6-pack campaign on billboards within one to three miles of the major area retailers allows the brand to bring both Heartland and Non-Heartland audiences through the conviction stage of the campaign. The ad will feature the “What Makes You Snapple?” tagline at the top of the billboard and “What flavors will YOU choose?” at the bottom. The boards will serve as directionals and feature the retailer’s logo, capturing the attention of drivers encouraging them to build their own 6-pack.
page 18 Creative
page 19 Creative
in-store activation display
As the “action” phase of our dual strategy approach, both the Heartland and Non-Heartland audiences will have the opportunity to build their own 6-pack and decide what flavors make them Snapple. The “Build Your Own” in-store 6-pack concept will allow shoppers to purchase a variety of Snapple flavors, instead of purchasing a full 6-pack of one flavor. To bring maximun “flavor awareness,” displays will feature Heartland-only and limited-edition flavors. The large 6 foot Snapple bottle displays will be placed in 2,124 Walmart, Safeway and publix locations in the indentified key markets beginning in April 2017 for six months.12 The display will be large and colorful, with the “What Makes You Snapple?” slogan to gain the attention of shoppers walking by. Attached to the side of the display will be a cardboard Snapple carton, in the shape of a Snapple bottle with the six slots that they can fill with the variety of flavors they specifically chose to take home with them.
In-store display locations Walmart13 1648 Safeway14 174 Publix15 179 Total
2,124
page 20 Creative
side
Front
The 6-pack
This 6-pack carton’s simple, yet effective in-store, activation allows us to meet the campaign objectives in a more efficient manner by selling six bottles of Snapple, as opposed to single bottles. It will define the “What Makes You Snapple?” experience.
page 21
MEDIA PLAN/ BUDGET markets timeline budget
page 22 Media Plan/Budget
MEDIA MARKETS MAPS Snapple Non-Heartland: • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • •
SELECTION PROCESS Snapple Heartland:
Los Angeles, CA • Chicago, IL • San Francsico, CA • Dallas, TX • Atlanta, GA • Houston, TX • Tampa, FL • Detroit, MI • Grand Rapids, MI / Kalamazoo, MI • Seattle-Tacoma WA Minneapolis, MN Miami, FL / Ft. Lauderdale, FL Denver, CO Orlando/Daytona Beach, FL St. Louis, MO Pittsburgh, PA Portland, OR Indianapolis, IN San Diego, CA Nashville, TN Columbus, OH Milwaukee, WI Cincinnati, OH Austin, TX Las Vegas, NV Dayton, OH Richmond, VA Louisville, KY San Antonio, TX Birmingham, AL Salt Lake City, UT Colorado Springs, CO Norfolk/Portsmouth/Newport News, VA Gainesville, FL Phoenix, AZ Baton Rouge, LA Charlotte, NC Mobile, AL/Pensacola, FL New Orleans, LA
New York City, NY Syracuse, NY Boston, MA Buffalo, NY Philadelphia, PA Hartford, CT Baltimore, MD Albany, NY Washington, D.C.
Selection of the markets included identifying cities based on the following criteria: • Large populations of the defined market and target audiences8 • High BDI for tea and juice drinkers, specifically Snapple6 • Client-defined Heartland versus Non-Heartland areas1 • Top DMAs for digital/interactive media consumption7,16
page 23 Media Plan/Budget
page 24 Based on previous Snapple advertising investments, the case study objectives and $50,000,000 budget the “What Makes You Snapple?� campaign leverages a combination of traditional and digital interactive media, reaching consumers using an integrated four-screen approach.17 With 44% of the budget allocated to digital interactive media alone, Snapple will achieve a 75% SOV with Heartland and Non-Heartland audiences. This allows the brand to outpace the competition in this critical space achieving high brand awareness on the second, third and fourth screens.1 Audiences are reached on the first screen through television by allocating 98% of the traditional media buy (38% of the overall budget) to these vehicles. The remaining 18% of the overall budget has been allocated accordingly taking into account in-store activation costs, experiential/sponsorships, production and a healthy contingency.
2% PRODUCTION
3% Contingency
12% in-store activation
38% Traditional
44% digital interactive
1%
EXPERIENTIAL SPONSORSHIP
Media Plan/Budget
page 25
EVALUATION The dual strategy approach with the “What Makes You Snapple?” campaign not only puts consumers in control to define who they are, based on what flavors they select, it leverages a more efficient way to sell the product – 6 packs rather than singles. The potential return on the $50,000,000 campaign investment was developed based on two objectives: • To increase purchase frequency of heavy users in the Northeastern U.S. (Heartland) from 9 times to 10 times per year. • To increase purchase frequency of light users outside the Northeastern U.S. (Non-Heartland) from 1 time to 3 times per year. With 90% of the 35,000,000 Snapple case volume focused on the premium flavors within the brand, the 31,500,000 case sales volume was broken down by the lift required in the Heartland and Non-Heartland regions separately: • To increase sales volume by case in Snapple’s Heartland by 10%. = 1,575,000 6-packs (525,000 cases) • To increase sales volume by case in Snapple’s Non-Heartland by 200%. = 31,500,000 6-packs (10,500,000 cases) siness objectives.
In order to sell a combined total of 11,025,000 cases, 2,124 Walmart, Publix and Safeway stores were identified within the top markets and given a target of 5,200 cases to sell in a six-month period. The success of the campaign will be measured by tracking sales volume within the identified locations. The contingency fund will be utilized to monitor these metrics as well as produce additional 6-packs, displays and advertising support within the campaign DMAs and/or for new DMAs where success is likely to be comparable. Based on the potential return on investment the “What Makes You Snapple?” campaign positions the strengths of the brand.while offering an efficient way to meet the business objectives.
page 26
CITATIONS 1.
2016 Snapple NSAC Case Study
2.
The University of Texas at Austin (2016) [Online] Available at http://repositones.lib.utexas.edu/handle/2152/18054 [last accessed Mar 25 2016]
3.
Snapple Survey (2016). Initial Report. [Online] Available at: http://www.qualtrics.com [Last accessed 14 Mar 2016]
4.
Creative Survey (2016). Initial Report. [Online] Available at: http://www.qualtrics.com [Last accessed 14 Mar 2016]
5.
AdMall (2016). Local Media and Digital Marketing. [Online] Available at: Admallforagencies.com [Last accessed 14 Mar 2016]
6.
Simmons OneView (2016). Research. [Online] Available at: https://oneview.experian.com [Last accessed 14 Mar 2016]
7.
Nielsen (2016). Data. [Online] Available at: https://form.jotform.com/60105290950145 [Last accessed 14 Mar 2016]
8.
U.S. Census (2010). U.S. Census. [Online] Available at: http://www.census.gov/2010census/ [Last accessed 14 Mar 2016]
9.
Coachella (2016). Coachella by Numbers. [Online] Available at: http://www.latimes.com/entertainment/music/coachella/la-et-ms-coachella-by-the-numbers-20150406-htmlstory.html [Last Accessed Mar 22 2016]
10. Spotify (2016). Pandora and Spotify: What Advertisers Need to Know [Online] Available at: http://emgonline.com/blog/2013/10/pandora-and-spotify-what-advertisers-need-to-know [Last Accessed Mar 22 2016] 11. Buzzfeed (2016). Buzzfeed advertising. [Online] Available at: www.buzzfeed.com [Last Accessed Mar 25 2016] 12. AboutMoney (2016). U.S. Based 2016 World’s Largest Supermarket and Retail Grocery Chains. [Online] http://retailindustry.about.com/od/us-supermarket-grocery-stores/fl/US-Based-2016Worlds-Largest-Supermarket-and-Retail-Grocery-Chains.htm [Last Accessed Mar 25 2016] 13. Walmart (2016) [Online] Available at: www.walmart.com/store/finder [Last Accessed Mar 25 2016] 14. Safeway (2016) [Online] Available at: www.safeway.com/shopstores/tools/store-locator-page [Last Accessed Mar 25 2016] 15. Publix (2016) [Online] Available at: www.store.publix.com/publix/ [Last Accessed Mar 25 2016] 16. Kantar SRDS & AdSpender (2016). Marketing Research. [Online] Available at: http://login.srds.com/signin [Last accessed 14 Mar 2016] 17. Emarketer (2015). US Time Spent with Media. [Online] Available at: http://www.emarketer.com [Last Accessed Mar 25 2016]