decadence | StrategyCurt Chapkowski, Keely Galgano, Kristie Jackson, Mo Lockard, Kagan McSpadden, & Kathryn Stern

problems

struggling with retail presence

issues with package design and point of purchase confusion

the ‘entertaining’ market is too crowded

objective

revamp the “Savory Cheesecake”

objective

revamp the “Savory Cheesecake”

give Decadence a new meaning for a new target

a-ha moment

the kitchen is today’s man’s garage

the manfluencers

Responsible for at least half of household’s grocery

shopping and meal preparation

Between 24 and 49 years old, married or single, with household incomes of over

$50,000

Currently believe marketers are missing the mark or

altogether ignoring them as an audience

survey results from Midas Media place 47% of American men in this audience

the manfluencers

Responsible for at least half of household’s grocery

shopping and meal preparation

Between 24 and 49 years old, married or single, with household incomes of over

$50,000

Currently believe marketers are missing the mark or

altogether ignoring them as an audience

survey results from Midas Media place 47% of American men in this audience

that’s 73 million manfluencers

(and 78,000* in RVA alone)Source: Scarborough Research based on Richmond DMA

Meet rhett

decides to go to the

store

sleeps

lunch

commutes home

commutes to work

preps dinner

evening plans

ready for bed

checks phone

ready for work

chats withcolleagues

morning break: reads online, chats

work

work

afternoon break: reads online, chats

makes evening plans

We know that Decadence can get friendly with crackers; but it has culinary possibilities galore.

what are we to them?

We know that crackers; but it has culinary possibilities galore.

what are we to them?

Be the man’s cooking companion — a guide that helps him experiment and “win” in the kitchen.

stage 1 | motivation pain point: need to shop for the week, but Ashlyn and I can never decide what to eatfeeling: indecisive

stage 2 | research"pain point: what am i going to make?feeling: hopeful

stage 3 | arrival at store pain point: short on timefeeling: slightly rushed

stage 4 | finding products pain point: what’s the best cut of meat I can get today? what pairs well with it?feeling: inquisitive

stage 5 | purchase pain point: this sounds great, but will it be worth $6? feeling: eager

stage 6 | use pain point: is the product versatile enough? feeling: encouraged

stage 7 | reflection pain point: was the product worth what I paid?feeling: sharing

rhett’s journey

adapting to the target

Savory Cheesecake

Finishing Spread

New Flavors

Brandy Brown Sugar

Pairs Well With

!Rosemary Lemon

!Jerky Pepper Jack

adapting to the target

4 oz. single serve containers 8 oz. family size for all flavors

Sizes

$5.50 for 4 oz. Pricing

$9.50 for 8 oz.

retail map

Near Future Targets

Ideal Future Targets

thank you