Campofrio don curcan revolution

Don Curcan“Traieste Simplu si evita ideile cu grasimi!”

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…Caroli Foods Group

6.8% 2.7%2.1% 1.8% 0.6% 0.2%

Source: MEMRB, Retail Audit ON10, Market Shares

Tabco-Campofrio

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Market Evolution

Historical and forecasted volume market evolution, 2007-2011 ['000 tons, %]

Source:: RA MEMRB *MAT 2011

-5%*-2.3%-3%+9%

2011*

192

38.6%

14.0%

15.7%

13.3%

10.7%

6.2%

2010

209

35.35%

12.93%

14.47%

12.26%

9.92%

6.03%

2009

214

35.2%

19.7%

14.0%

12.0%

9.7%

5.9%

2008

220

35.5%

20.7%

13.4%

11.2%

9.5%

6.1%

2007

201

39.7%

15.8%

13.1%

12.3%

9.4%

6.0%

SalamiSpecialtiesSausagesBaloneyHot-dogsHamOthers

34.4%

17.9%

16.6%

13.3%

7.5%

5.9%

2012**

182

-6.5%

Source: RA NIELSEN **DJ2012

0%

192

34.4%

17.9%

16.6%

13.3%

7.5%

5.9%

Budget

estimate Possible

scenario

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RepozitionareBrand upper mainstream

segment.

BREAKING NEWS pt o introducere

rapida

LansareLinia de Curcan!

Lansare 2012!

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TARGET

MOTIVATIONAL CONSUMER SEGMENT– “Smart and up to date”

Core Target: upper-mainstream, 30-40 yo, 70% women

Broad target: 25-45 ani (inclusiv cu copii)

Couples (mainly without kids)

Medium - High income, high education

Urban

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Produsele Don Curcan

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Design si Key benefits

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IKA print

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Testare Produse

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..Comunicare IKA faza 1…

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TV

RADIO

InSTORE

OOH

IndoorConsumer

Activations

DIGITAL

360 Mobile

PROMOVARE

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TEASING24 sep-28 sep

BUZZ28 sep-8 oct

REVEAL8 oct – 8 nov

Communication Campaign starting Sep’12

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Cine este DON CURCAN?

DON CURCAN - sau Don Curcan de Marco - este un personaj ca nimeni altul, dedicat unui stil de viata impecabil sanatos.

De aceea este perfect pentru a sustine o noua gama de produseCampofrio, produse din carne de curcan, light si sanatoase.

DON CURCAN este un idol al femeilor, care stie totul despre cum sa te mentii in forma, despre fizic - si implicit despre cum se cucereste o

femeie. Un adevarat cuceritor, Don Curcan este un tip in jur de 30 de ani super

musculos care isi pune in valoare calitatile fizice oricand areocazia.

DON CURCAN are o masca sub forma unui cap de curcan.

DON CURCAN un stil de viata sanatos si armonie intre cele 3elemente esentiale: trup, spirit si minte

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BUZZ: Aparitiile misterioase

• Don Curcan este un personaj de a dreptul bizar, in primul randprin fizicul lui - trup musculos cu cap de curcan

• Iar viata lui este la fel de interesanta & intensa - uneori aleargaprin Herastrau, uneori bea o cafea (fara zahar) in Centrul Vechi larasaritul soarelui, alteori face jogging intr-o poiana la 1500 m.

• Vom surprinde aceste momente si le vom introduce publiculuiprin cateva aparitii in presa de senzatie

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BUZZ: Aparitiile misterioase

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• Un viral filmat in dorobanti...

RESULTATE: total – 89 927 views:46,683 views pe Youtube (12k in prima saptamana)

Alte siteuri vplay.ro, 220.ro 43244 views.

BUZZ: Aparitiile misterioase

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BUZZ: Aparitiile misterioase

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BUZZ: Aparitiile misterioase

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BUZZ: Aparitiile misterioase

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• Carnea de CURCAN asociata cu:

– Mancare sanatoasa

– Mancare fara grasimi

– Mancare moderna

– Carne scumpa darpremium: isi meritapretul

– “Specialitate”: putiniproducatori

• DON CURCAN filozofia:

– Stil de viata sanatos(mancare, sport, pasiune pentru viata)

– Up-to-date & cultivat

– Istet si sofisticat

– Neconventional

AMPLIFY: Aparitiile lui Don Curcan

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AMPLIFY: Aparitiile lui Don Curcan

Aparitie in direct “Razvan si Dani”

• Don Curcan este chestionat cu privire la felul in carearata.

• Don Curcan are un discurs foarte serios, la limitafilozofiei, in care explica

ca in viata asta fizicul este esential, iar o viata traitadin plin este conditionata de un corp low-fat.

• Crede atat de tare in asta incat a hotarat sa faca un"statement" si sa poarte un curcan pe cap. Curcanulintruchipeaza cel mai bine aceasta"filozofie healthy".

• De formatie este instructor de fitness, dar de cand adevenit celebru, Don Curcan si-a largit aria deactivitati.

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AMPLIFY: Aparitiile lui Don Curcan

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AMPLIFY: Facebook Don Curcan

RESULTS:8148 fans (reached 1000 fans after 1 week)Top growth fan page – reached in one week after launchPosition 2089 out of 18685 (facebrands.ro)

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AMPLIFY: Rutina lui Don Curcan - dimineata

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AMPLIFY: Rutina lui Don Curcan - pranz

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AMPLIFY: Cauza “Don Curcan”

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DON CURCAN scrie o carte intitulata “Legile nescrise ale lui DonCurcan" - lansarea de carte se face intr-un mall, iar Don Curcanda autografe.

De exemplu... Legile nescrise ale lui Don Curcan:

- Iubeste singur si bucura-te de proteine.

- Lasa placerile carnale sa iti umple viata si farfuria.

- Incepe ziua si termina noaptea.

- Sanatatea este esentiala, dar importanta.

- Curcanul traieste in fiecare dintre noi.

- Pieptul afumat este reflexia sinelui.

AMPLIFY: Cartea “Don Curcan”

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• O culegere de maxime semnate de Don Curcan, in calitatea lui de “guru” in viata si mai ales in nutritie sanatoasa,

• o sursa autentica de inspiratie pentru un lifestyle autentic sanatos.

• structurata in 3 capitole – corp, suflet, minte, fiecare cu 10 legi, insotite de cate un exercitiu sau o problema care ilustreazaprincipiul,

AMPLIFY: Cartea “Don Curcan”

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AMPLIFY: Cartea “Don Curcan”

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RESULTS: 2300+ people played the application, and 947

shared the results of the test to their friends on Facebook

AMPLIFY: Cartea “Don Curcan”

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Live show cu Don Curcan la «Neatza»

– Parteneriat intre Con Curcan siCampofrio – avem aceeasi filozofiadespre viata si mancare sanatoasa

– Flotari - Don Curcan live 2700flotari pt prietenii de pe facebook.

– Don Curcan fans – premii de laCampofrio o degustare de produs

FACEBOOK

– Activare

– Retete sanatoase gen Don Curcan

– Comunicare continua cu fans –testare de produse si cadouri de ladon Curcan

REVEAL: “Don Curcan”

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REVEAL: “Don Curcan”

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REVEAL: “Don Curcan”

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REVEAL: “Don Curcan”

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REVEAL: “Don Curcan”

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REVEAL: “Don Curcan”

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REVEAL: “Don Curcan” TV

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Don Curcan sampling

And the story has begun....One week end the story started : 19.10.2012- 21.10.2012 Sampling in 35 stores ! Volume incremental 305% vs period before sampling (1,178 additional kg) in 2 week ends and reached 26,000 contacts Free magnets were offered to interested consumers ( 7 types with Don Curcan sayings!) Sampling continues for 3 more week ends integrated with Facebook activation

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Don Curcan EVENT

And the story has begun to move .....

THE WEEK END : 26.10-28.10.2012 Event in 3 stores: C4 Constanta, C4 Brasov, C4 Ploiesti We showed what means to make a difference in this category Don Curcan has broken the limits 1 fitness trainer + 1 fitness trainer assistent /store have displayed fitness movements and rocked the consumers

DON CURCAN

Don Curcan

“Ura este doar o INTERJECTIE!”