11/4/14

BEYOND THE PLATE TAPPING INTO THE MOMENTS AROUND MEALTIME

David Lewis / @dlewis @organicinc

November 5, 2014

3x per week

Photo: https://www.flickr.com/photos/nwdad/6671490301

0

25

50

75

100

1965

1970

1975

1980

1985

1990

1995

2000

2005

2010

2014

chicken

beef

Source: National Chicken Council

6

A CHANGING LANDSCAPE

Photo: http://en.wikipedia.org/wiki/The_Boston_News-Letter

Photos: http://en.wikipedia.org/wiki/The_Boston_News-Letter, http://nbc-movies.wikia.com/wiki/List_of_NBC_logos, http://www.pendemonium.com/a_waterman.htm

radionewspaper magazine TV

+ + +

INSIGHT

IDEA shared story

Customer Business

REPETITIONSTORY

REPETITIONSTORY

NOISE who’s story is loudest?

INSIGHT

STORY

Customer Business

?

INSIGHT

CONNECTION POINTS

Customer Business

STORIES & ACTIONS

ADAPTABILITYCONNECTIONS

Insights

Hypotheses

Experiment

Learn IDEA &ACTIVATION

NEWCHOICES

18

SHAREDVALUES

DONNA The Traditionalist

KRISTEN The Food Lover

20Photo: https://www.flickr.com/photos/yasuhirotao/5566567609/in/photostream/

is it healthier? natural? a good value? will they love it?

21Photo:http://www.huffingtonpost.com/2013/08/05/anti-aging-food_n_3683456.html

20% food is eaten in

our cars

32% 20 min or less

for dinner

Insights

Hypotheses

Experiment

Learn IDEA &ACTIVATION

AUDIENCE

Pursuing meals that bring families

together

BRAND

FOSTER FARMS CHICKEN

75th ANNIVERSARY

BRING BACK MEALTIME

Insights

Hypotheses

Experiment

Learn IDEA &ACTIVATION

Insights

Hypotheses

Experiment

Learn IDEA &ACTIVATION

Photo:http:http://lavidacomida.com/2011/06/03/seco-de-pollo/mise-en-place-3/

WHAT? WHY? WHAT NEXT?

FOSTER FARMS CHICKEN

BRING BACK MEALTIME

continual improvement (the levers)

!

CREATIVE!

OFFERING!

MEDIA!

CHANNELS

Pursuing meals that bring families

together

RESULTS

FIND A CONNECTION POINT IDEAS ARE HYPOTHESES

PLAN TO CHANGE KEEP IT SIMPLE

Thank you