mccain superfries pr plan
DESCRIPTION
TRANSCRIPT
McCain SuperfriesMore than just the French fry!
McCain Foods Ltd
Situation AnalysisWhat is the problem?
Situation AnalysisWhat is the problem?• Canadians view McCain Foods as the “French fry”• Negative perceptions linking to obesity
issues and poor food choices at school• Government level labeling
• People more conscious about what they eat• Negative perception of carbohydrates, especially potatoes
Situation AnalysisWhat do we want?• Educate Canadians about the positive nutritional attributes of potatoes, and how you can include McCain Superfries in a well-balanced diet• Debunk negative perceptions of potatoes and carbohydrates• Sway McCain Foods away from the “French fry” to the Superfries
Objectives
ObjectivesTo increase positive attitudes of mothers with young
children that potatoes are beneficial to families - from
35% to 60%
by July 1, 2014 - using mass media and
social media communications.
Audiences
Target AudienceMothers (especially of young children)
Mothers of Young ChildrenInterests:• Living healthy and active lifestyles to promote growth in families• Providing well-balanced meals that are nutritious and enjoyable• Shopping and keeping up with lifestyle trends
• Convenience, affordability and shelf-life• Talk shows, magazines, blogs
• Knowing what’s in their food• Nutritional content (labels and ingredients)
• Connecting with friends and family• Social media, word of mouth
Key Messages
Key Messages•Potatoes are a great source of energy, enriched with vitamins and minerals (especially Vitamin C) and can be prepared in many different ways for your family to enjoy.
•Our specially picked Canadian potatoes are a great component when portioned into a well-balanced diet for active families.
Key Messages•We understand the concerns of the environment and we offer our oven-baked McCain Superfries in sweet potato, low salt and low fat alternatives.
•We strive on convenience and affordability while still maintaining the same great taste your children enjoy.
Strategy
StrategyCreate controlled mass media communications and utilize social media to:
• educate mothers about the benefits of potatoes.• emphasize McCain Superfries can be included in a well-balanced diet.• deliver brand message.• be present and engage in online conversations.
Tactics
Feature Release• Articles in Lifestyle
Magazines
Personal Appearances• Lifestyle talk shows
Influencer Relations• Celebrity endorsements
Tactics
Free Coupons• Include in monthly
newsletters and online promotions
Mass Media Communications
TacticsSocial MediaBlogRegularly post content every two weeks • dispelling negatives myths about potatoes• recipes including McCain Superfries• tips and information on living a healthy and
active lifestyle • Inspiring stories of families
Facebook, Twitter & Pinterest• Engage in online conversations• Link back to blog• Coupons and contests
Timeline and Budget$$
Timetable and Budget
To be determined.
$$
Measurement
MonitoringSocial Media Monitoring Tools
• Social Mention, Google Alerts• Google Analytics (applied during and after
execution)
Media Monitoring Tools• CIsion• Track print publication and media
broadcasts
MeasurementHow to elicit feedback
• Online surveys for free coupons or contests
How to know if we’re meeting our objectives• Positive social interaction on media
sites• Blog views and shares• Likes, followers, comments,
retweets, linking, etc.• Social clicks
Open Forum