Carr’s Shopper Solution 16th April 2012

checklist

• Introduce the capabilities of neon

• Strategic solution

• Development of key visual and creative proposition

• Activation for selected retailers

• Amplification

• Realistic use of budget

• Neon Marcomms was born from top 10 BTL agency Dynamo Group now Wax Communications

• Dynamo’s success was based on holding the Coca-Cola account for 17 years – together we discovered (some say invented!) Shopper Marketing and the rest as they say is history

• Other clients we’ve worked with include Muller, Heinz, Danone, Jameson, Tesco, Sainsbury’s, Budweiser and even that 80’s icon Rubik’s cube

• We’re a small and nimble agency giving us the ability to focus totally on client service, creative solutions and dedicated commitment to seamless execution – but without the restrictions (and overheads to cover) of large agencies

• We like what we do, and chose to work with brands who are equally as passionate about marketing

introduction to neon

Barriers to overcome

• 37% of all shopping trips don’t even include a visit to the savoury cracker aisle

• Carr’s is a functional product: – At Christmas with cheese

– For older loyals

– Forgotten in the cupboard (and quickly stale)

• No ATL to attract younger consumers

• Range of price promotions reward existing users, not entice new ones / new usage occasions

BUT… • The product totally delivers - a REAPPRAISAL is required

• Top-able the perfect ‘carrier’ for anything, always your favourite taste because you choose what to top it off with!

• Snacks and melts: more special than a crisp, they really make the moment for that first glass of rose in the garden

• NPD: we assume will be just as delicious!

Consumer reappraisal

• Focus on the complete range to give consumers a solution to any snacking moment: – Existing consumers: offer exciting new ways to eat Carr’s

– New consumers: they eat crackers but think Carr’s aren’t a brand for them (for their parents)

• Comms to show effortless entertaining, it’s about having quality time with friends rather than formality and endless hours of preparation

• The tone and language are quality but not stuffy – down to earth, approachable, make it ownable by the TA

Strategy – 3 times, right times

• Intense short bursts – we want to hit the consumer 3 times in 2 weeks, they should see Carr’s ‘everywhere’

• Two bursts of activity: – Summer : capture the entertaining essence of not just Summer but

summer in the UK in 2012

– Winter: Christmas is the traditional time for Carr’s with cheese but this year we’ll be educating consumers on other ways to eat Carr’s – increasing consumer of die hard loyalists and pulling through new customers

Consumer journey is not always linear

WOM

TRIAL

IN STORE

RETAILER COMMS

ON LINE

OUTDOOR

RADIO TV

PRESS

Shopper audience • 35+ Affluent (esp. females), social cash rich / time poor

• Happy to spend on premium food brands to treat themselves and friends in the home + prone to snack / graze / eat some light meals

• Into ‘grown up’ home entertaining – not quite 5* but a long way from the slab of beer and pizza they had in their 20s

• Interested in food, but may lack imagination open to MINIMUM effort for MAXIMUM impression

• Currently they do not appreciate the full potential of the Carr’s range, and tend towards ‘cheeseboard usage’

• Understand Carr’s stands for quality, but not the reasons behind this

Strategic pillars

1) ATTRACT Reappraisal of brand through quality comms

2) ACCEPT

Product proof through trial

3) ACT

In-store visibility and prompt to buy

Creative strategy

• First and foremost a creative translation of the product benefits

SPECIAL Quality execution of

comms, quality times

FLEXIBLE Range of options –

how to use and when

DELICIOUS: Powerful photography

Defining the territory

FOR ANY OCCASION ANYTIME ANYWHERE

Proposition 1 - Occasion

Product shot to illustrate the concept only. Photo shoot required.

lead visual

Some applications - OOH

On line

• Schedule needs planning to reach audience at key times to trigger shopper decision

• To include: quality press, lifestyle, shopping, food (as well as retailer websites)

• Ad to feature different Carr’s occasions at appropriate time of day

• Mid morning, lunch, at work, early evening, weekend entertaining and late night

• Also seasonal and topical overlays: Barbeque, Festivals, Jubilee

On line

• EG of animated ad sequence

• Social Media: Facebook App

• App designed to drive awareness and Likes. Users pick from toppings to create the Carr’s that they fancy at that moment. This is shared with friends.

• Josie Woodcock is Crazy for a Carr’s with cream cheese, smoked salmon, caviar and fresh dill. Tell us how would you like yours & WIN a trip to the place that inspired your recipe

Guerrilla sampling

• Highly visible sampling at Paddington, Liverpool Street and Waterloo targeting shoppers on their way to work and again at the end of the day (where stores are) • Bag containing sample + leaflet • Purchase driver via coupon – which could include an extra offer from a partner such as Boursin • 000’s of people act as walking adverts for the brand as they travel all over London during the day, and all over the home counties in the evening • Lower cost option: Target stores with heavy lunchtime after work traffic EG Waitrose Westfield

Radio

Radio can take our message to a high proportion of the shoppers that we’re seeking to

target. There are two routes to consider:

1. Network drive time package across 245 radio stations nationally, targeting ABC1

women 35-54

4 x Thurs and Fri PM 30 sec spots, to inspire listeners to think of Carr’s as the perfect snack / nibble for up and coming occasions

24% OF 5.2m potential audience should have 2 opportunities to hear the ad

2. Syndicate a radio promotion out to a smaller number of regional stations

Whilst the reach will be lower, it allows much more brand engagement and greater exposure

We could run a CASTAWAY with Carr’s phone in competition to WIN a holiday to your own desert island. What would you take with your packets of Carr’s biscuits?

Not part of the brief - thoughts Packaging:

• Carr’s generally consumed at Christmas or at larger gatherings with cheese

• The occasions visual cues presented address the usage but the fundamental issue of freshness after opening remains

• This brief can’t affect the packaging but 3 plastic wraps instead of 1 could make a difference to consumption

Partners

• January/February activity to use up the various ‘pickles’ living in the fridge after Christmas – neck collar on partner sauce, pickle, toppings brands. ZMOT – recipes on pack

Distribution

• Research shows that our target audience are often at the cinema

• Cinema is a perfect place for snacking of the NIBBLES or (or NPD?) – trial packs sold into Cinema chain as part of a sampling campaign

• Travel is important for this TA also, airline sharing packs of NIBBLES sold with drinks (cf. Pringles)

Proposition 2 - Anywhere

Proposition 2 – creative proposition

• Is a similar strategy, but where Route 1 focuses on Occasions, Route 2 is all about locations

• Carr’s can be enjoyed anywhere – whatever the occasion

• This route is visually led, with a strong memorable (amusing) lead image

CASTAWAY with Carr’s

• Lady in deck chair on a desert island, which is designed to look like a large biscuit (see visual)

• Shoppers asked what Carr’s snacks they’d take with them…to WIN

Proposition 2 – creative proposition

• This route can be executed across sampling, radio, on line, social media

• It would also give strong theming to retailer competitions, where prizes could be the retailer’s own holiday vouchers, or a specific holiday tailored to their customer base

• It is a fun idea that communicates the brand benefits in a clear and memorable way

• So for the retailer solutions that follow, mechanics could be built around Routes 1 or 2

retailer solutions

Tesco - options • Clubcard statements and activity are well liked – but for this activity, the budget

wouldn’t allow for a strong enough cut through

– 48% share of on line shopping – a good solution to reaching a mass market for a lower price

• In store is notoriously template based and difficult, with low compliance – therefore visibility under brand control is more effective:

– RRP

– Sampling either in the car park or in store

– 6 sheets

– Ladder racks

• Price led promotions that include Tesco’s own products, own label and CC points are well liked

• Other media liked: Magazine, trolley, basket but too expensive, floor media also liked but not appropriate for Carr’s (too premium)

6 sheet – special offer across Tesco deli products with any purchase of Carr’s

On line

SAVE £X on

selected Tesco

toppings when

you buy Carr’s

biscuits

Happy guests?

Carr’s nibbles in

a flash

Car park sampling: choose your topping deli style. WIN promo

Tesco – £177k investment

P7 £ P11 P12 £

On line Price promo and prize draw – home page and favourites

25k Party event offer – home page and favourites

25k

6 sheets Deli offer 30k

Sampling Car park 35k In store 20k

Ladder rack Deli offer 10k Deli offer 10k

Barker Tear off – BBQ greats in minutes

6k Festive feasts in a flash

6k

Aisle fin Occasions / options 10k

SRP/RRP Mouthwatering nibbles perfect for any occasion

Attract

Accept

Act

Waitrose - options

• Brand led activity in Waitrose is virtually unheard of, but the account is rich with our target audience so needs careful consideration

• Promotions are generally blandly communicated via barkers or Offers hot spots in store when several products are grouped – we’d assume that a price offer would be part of the package

• The key areas within Waitrose that we can influence is a) The magazine

b) In store sampling, with our education leaflet and a prize promotion

Waitrose Magazine - advertorial

Waitrose Magazine – on line

WIN your own desert

island holiday

In store sampling

• 150 stores, 1 day per store

• Nibbles and toppable sampled with ‘Waitrose’ style topping – BUT NO CHEESE

• Education leaflet

• Promotional leaflet – prize draw for Waitrose party hamper

Waitrose – £145k investment

P7 £ P11 P12 £

On line Price promo and prize draw – home page and favourites

10k Party event offer – home page and favourites

10k

Magazine Alex Jones feature DPS 30k Voucher bundle £8k

Prize promotion Win desert island holiday

15k

Sampling In store 30k In store 30k

Barker Price promotion 6k Price promotion 6k

Offers end Price promotion 10k Price promotion

10k

SRP/RRP Mouthwatering nibbles perfect for any occasion

Attract

Accept

Act

Sainsbury’s options

• Nectar points are a huge focus for Sainsbury’s – 50% of shoppers collect on line and in store – Their business plan for growth includes dot com

• Their shopper message is often targeted to ‘foodies’ but their ‘Live Well for Less’ message has changed the focus eg. Weekly shopping for £50 / Meal solutions for a fiver / Love your left overs

• Roughly our target audience makes up 55% of their shoppers (includes existing Carr’s market 19%)

• JS run lots of in store events – eg. During our first burst of activity they may be warming up to the Paralympics sponsorship, and they’d have just held a 3 day festival for the Queen’s Diamond Jubilee

• POS in store is generally retailer template led but ladder racks, aisle fins (and at a push tear off barkers)

• Car park sampling in JS is a great way for brands to give their customers an experience – especially if it’s foodie related

Foodie targeted sampling. Gain Nectar points

On line

Double

Nectar

points

Ladder rack. Generic promotional header will feature in store offer eg. Buy any 2 Carr’s products and get x off at the deli counter

Aim for dual messages ie. A tear off barker for Carr’s

Table Water and an introductory price for

NIBBLES (and the NPD)

Aisle fins

JS – £115k investment

P7 £ P11 P12 £

On line Nectar points – home page and favourites

10k Party event – Nectar points

10k

Sampling Car Park 35k Voucher bundle £8k

Ladder rack Nectar points and occasions

10k Nectar points and occasions

10k

Barker Tear off TW, price NIBBLES

6k Range offer 6k

Aisle fin Usage for foodies 10k

Useage - repertoire

10k

SRP/RRP Mouthwatering nibbles perfect for any occasion

Attract

Accept

Act

Head office sell-in

• Creating a picnic ‘set’ with trees,

blankets, food and drink in head office atriums, canteens or foyers would be the ideal

• HOWEVER as this isn’t a gold activity the benefit may not stack up

• To excite key buyers and make them aware of the activity we’d send them each a Carr’s sell in pack – all wrapped in a Carr’s picnic bag

Measuring success

Evaluation approach • ROI not easy to measure as the effect of OTS varies on such a broad

range of factors depending on price offer, product, competitor activity, other events (Euros) and the weather – also although the effect is cumulative the figures can’t be totalled

• We would set up a model that plots current sales, seasonal uplifts v’s last 3 years, this would set base figures and highlight any trends / anomalies • For this we would need access to previous activity and sales figures • Plot 2012 activity over this – include control stores

• Exit interviews – establish cut through and recognition • Shop alongs – determine Typical shopper journeys and how media

within that affects their propensity to buy in store • Capture ‘other factors’ eg. Weather, competitor activity, store

events, sporting events etc to lay down data for 2013 activity

Potential reach OTS Cost

Tesco 4,846,666 177,000

Waitrose 6,214,000 145,000

Sainsbury’s 930,000 115,000

OOH – on line 350,000 20,000

Radio 5,200,000 30,000

Guerilla sampling 1,150,000 35,000

Generic materials/photoshoot

30,000

HO Sell In kits x 3 accts 2,000

Fee 105,000

TOTAL 659,000

To fit within £500,000 budget remove 6 sheets, OOH Online, radio, guerilla sampling.

NB. Does not include voucher redemptions, offers insurance, retailer deals inc Nectar points

ROI to be

calculated based

on average

conversion to

purchase of non

buyers, calculated

from sales

breakdown by

retailer.

Next steps

• Get to know us better - meet the team

• Consumer focus groups

• Work on developing the brief together

• Confirm key dates and priorities

• Create an astounding campaign!

Neon Marcomms Ltd.

• All concepts and ideas ©neonmarcomms Ltd. 2012, until purchased

• Contact details: Neon Marcomms Ltd.

Shepherds Studios West

Rockley Road

London

W14 0EH

Tel: 020 7605 4595

www.neonmarcomms.com