2014 Promotional Campaign

Francesco Rinaldi “To Be Healthy” pasta sauces are launching in September 2013.

The brand needs to refresh awareness around the health benefits of Francesco Rinaldi pasta sauces and engage female consumers in a conversation about healthy lifestyle and product choices.

An interactive QR video promotion providing consumers with healthy lifestyle, recipes, tips, and advice will be deployed on label.

Francesco Rinaldi brands are focused on creating a continual social conversation with consumers providing value-added content to better their lives.

Promotion Description

New Francesco Rinaldi “ToBe Healthy” QR Label 2014

New Promotion Labels

Francesco Rinaldi is invested in bringing health & education to consumers

Key MessagingFrancesco Rinaldi is bringing healthy products to families

Francesco Rinaldi sauces are AHA Certified and have Omega-3s

Lifestyle videos provide content helping families “ToBe Healthy”

Promotional Objectives

Francesco Rinaldi products are health, education, and family conscience

Drive Francesco Rinaldi sales

Convert QR video scans into social engagement & stickiness with consumers

Brand Francesco Rinaldi as a healthy product and lifestyle decision

Extend Francesco Rinaldi marketing and loyalty by engaging consumers in a valuable social conversation

Repurpose and learn from the campaign’s social and mobile analytics

Promotion Activation 1/5

1. In-Store consumer impression with QR on label

Promotion Activation 2/5

2. With their smartphone the consumer scan the QR Code on label

Promotion Activation 3/5

3. Consumer engagement and loyalty conversion by entering their facebook, twitter, email information

On Product Scan = New Social Consumer & Advocate

Promotion Activation 4/5

4. Automated Francesco Rinaldi app download & lifestyle video launches

LIFESTYLE TIP

HEALTHY RECIPE

SOCIAL CONTENT CONSUMERS CRAVE

Promotion Activation 5/5

5. In-app Push Notifications give consumers value added social content they want

83% OF THE TIME CONSUMERS ARE MORE LIKEY TO CLICK & INTERACT WITH IN DEVICE ADVERTISING THAN OUTSIDE BRANDS

LIFESTYLE TIP

HEALTHY RECIPE

Promotional Communication ChannelsReaching consumers where they are, when they are, and with value added content is key to this promotion and branding Francesco Rinaldi’s To Be Healthy products as a beneficial family brand resource. This promotion will communicate with consumers in several channels.

ON PRODUCT

Promotional Communication ChannelsProviding value added lifestyle and heath choices via video content, links, and advice to make Rinaldi families healthy and happy.

SOCIAL CONVERSATION

The “ToBe Healthy” Francesco Rinaldi initiative and social community will deploy brand messaging, lifestyle videos, lifestyle advice, blog reposts, healthy family recipes to connect and demonstrate our commitment to health and education for all families.

Promotional Communication ChannelsAfter the QR Scan the Francesco Rinaldi brand will continue the conversation with consumers on their smartphones and in device.

IN APP CONVERSATION

LIFESTYLE TIP

HEALTHY RECIPE

Promotional Communication Channels8 out of 10 mothers, when they have watched commercials for a product research them online. We will build brand importance to the lifestyle brand of both companies, and develop trust and an opt-in.

ONLINE PRESENCE

LiDestri Website Francesco Rinaldi Website

Let’s Simplify

CONSUMER SCANS

LOYALTY

VALUE ADDED ENGAGMENT

Social ProliferationProviding consumers value added video, content, and tips that make their lives easier is a direct brand benefit. It showcases the Francesco Rinaldi brand as a forward thinking, lifestyle, and family focused product.

Video ContentBeing a forward brand Francesco Rinaldi will outshine all other pasta sauces providing consumers value added video content that makes there lives healthier and better.

LIFESTYLE VIDEO EXAMPLE

*click to play in browser

The “ToBe Healthy” Francesco Rinaldi videos will be health and lifestyle centric providing the viewer an exclusive resource to cook, live, eat, and make better choices. Each short video provides healthy advice and/or recipes for families while communicating the brand messaging of health and happiness. The exclusive video content grabs the consumer’s attention while informing, entertaining, and branding. This series of lifestyle videos will be distributed weekly via the Francesco Rinaldi mobile app, website, email blasts, and push notifications. The following are lifestyle video concepts currently under consideration:

Video Content

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Video ContentLIFESTYLE

• Shrink Your Plate Size• Dangers of Eating from “The Bag”• After Dinner Family Walk• Cut Calories with Stimulating Dinner Conversation• After Dinner Family Playtime• Morning Cold Water Trick• Always Shop With A List• Don’t Grocery Shop Hungry• Creating a Heart Healthy Snack Bin• Whole Wheat Pasta Switch• Barcode & Nutritional Knowledge & Tips• Superfoods Are Part of Your Life

Video ContentRECIPES

Salmon Pasta Salad

Baked Chicken Parm

Shrimp Primavera

Grilled Veggie Pasta

Low Fat Veggie Lasagna

Paleo Zucchini Pasta