Kashi Frozen Pizza

Strategic Media Plan

Agency Profile

Excellence

Innovation

Value

Category & Sales Obj.Current: $36 millionGoal: $40 million (15%)Natural & Organic projection: 10%Organic projection: 17%-20%

Current Media SpendingUnder $200,000 per year0.56% of salesExclusively internet placements

Target Audience Healthy Habits Simmons InterviewsLove the idea of Traveling Abroad -145

I ask for advice before buying something - 146Advertising is a waste of my life- 136I spend a lot of time in the store browsing - 176Creative, Imaginative, Innovative - 144

“I would have it if it was given to me”“Never heard of this”“Is it better than Sammy’s”“I avoid advertising”“I dont watch TV on TV”“I wish I was traveling”“Listen to Spotify all day”

Female 20 years oldCollege Student

Competitive AnalysisPrimary Competitors

Amy’s Kitchen Annie’s Homegrown

Secondary Competitors Lean Cuisine DiGiorno

S.W.O.T SummaryStrengths Weakness

es

Opportunities

Threats

● High brand recall● Wide variety of products ● Appealing to healthy

lifestyles

● Lack of recognition among frozen pizza market

● Higher price for healthier pizza affects sales

● Appealing to customers and potential customers that lead healthy lifestyles

● Show how healthy options can still taste good

● Economic situation may affect sales

● More healthy frozen options are being introduced to the market

“You’re a box.”

Media ObjectivesIncrease brand awareness among target audience

12 month spot campaignEmphasize product through digital media

Rationale:We believe this will be the best way to increase brand loyalty among target

Media StrategiesDigital Strategy

Demographically Targeted Ad NetworksPaid advertising on US travel blogsSpotify and Pandora Ads

Social Ad NetworksPinterest, Twitter, Facebook, Instagram

Earned Digital MediaBuzzFeed QuizzesPresence on Health and Wellness Blogs

Media StrategiesGuerilla Marketing

In-store sampling Local Health and Wellness Events Sponsorship of Races Pizza Installation Spring Break Sweepstakes

Reach, Frequency, & GRPIntegrated Pulsing Campaign

Heavy-Up Months (January-March, October-December)

Reach of 50 Frequency of 4.1 203 GRPs

April-SeptemberReach of 42 Frequency of 3 124 GRPs

Geographychosen by % of Kashi sales

BudgetAnticipate $40 million in salesOur budget will be $1.2 million

only %2.8 percent of total sales

(below industry average of %6.5)

“You’re a box.”