prism awards – africa’s most sought after public...

2013 PRISM AWARDS

Date: 25 January 2013Client: Kraft Foods South Africa Product: OREO CookieCategory: PR on a shoestringSubmitted by: Candice Mullins

Plato Communications cc (Kraft Foods in-house PR department)

Opening statement:

“OREO: Celebrate the kid inside us all”

On the 6th of March 2012, OREO, ‘The World’s Favourite Cookie,’ turned 100 years old. In honour of this

milestone, OREO was on a global mission to reignite the spirit of childhood by celebrating the kid inside us

all. Kraft Foods internationally hosted huge campaigns both internally and externally to celebrate the big

day.

However in South Africa, with essentially no budget for any campaign, Plato Communications PR was

briefed to bring the story to life locally, both internally and externally. With no more than R25, 000.00,

Plato Communications successfully ignited internal awareness and accumulated R340, 356.00 (1:1) in PR

value and a ROI of 82:1 (1:1 on PR value/spend) via the use of basic, yet effective PR practices and well

thought out planning of resources.

1*Kraft Foods International has a global pledge to not advertise directly to children under the age of 14. Therefore we needed to ensure messaging and mediums were focused on moms and not directed at children.

1. Statement of problem/opportunity:

a. Nature of the company:

- The OREO ‘100th Birthday’ campaign was run by Plato Communications, in-house PR

consultancy to Kraft Foods SA on behalf of the OREO brand.

- Kraft Foods Inc. is a global snacks powerhouse with an unrivalled portfolio of brands people

love. As a leader in innovation, brand marketing and sustainability, Kraft Foods Inc. touches

more than a billion people in over 150 countries.

- Kraft Foods South Africa is recognised as being at the cutting edge of the grocery and

confectionery industry, initiating research and strategies that are used across the global group.

b. The problem:

OREOs 100th Birthday was a massive story for Kraft Foods International, with all regional businesses (in over

200 countries) expected to create awareness of the news locally, as well as celebrate the milestone

internally. Globally, the campaigns were vast in terms of budgets and scales of activity; including massive

Birthday concerts, a Facebook page dedicated to the occasion and millions spent on celebrations around

the world. However, locally the OREO brand’s budgets for achieving the global expectations were

comparatively non-existent. We needed to create news, publicity and celebrations with less than R25

000.00.

The Opportunity:

- The OREO biscuit is the number one favourite biscuit brand in the world with a strong public

awareness profile and about 25 million Facebook fans globally. OREO is one of the most adored

cookie brands in the world.

- In March 2012, the brand turned 100 years old and this presented us with a newsworthy story to

disseminate.

- There were global tool kits and resources which we had access to such as logos and artwork that

would save us budget and a global Facebook page that we could utilise.

- As Plato was briefed to spread this message, we had the opportunity to use basic and effective

PR principles, practices and our network database to disseminate this message to South Africa

and the Kraft Foods internal group.


Research & Key Insights:

We utilised substantial market and consumer research, which was conducted specifically for the brand in

the months previous to the campaign, to highlight some important findings that helped guide our

messaging, strategy and implementation. We observed brand health research (to guide messaging and

strategy) and media consumption research (to guide media selection and focus).

Brand perception and consumption research overview:

- Most consumers spontaneously associate OREO with the “Twist! Lick! Dunk!” consumption ritual.

- OREO, which is part of the ‘Fancy Sweet’ segment, is perceived as a ‘Children’s Brand’ which is niche (3.1%,

1391 tons).

- Although OREO is primarily consumed by children, some adults do indulge in the brand on occasion.

- Most biscuit consumption takes place at home (78%), then next at schools (49%).

- The brand had high brand awareness 78% (driven by advertising), but low trial

27%.

- OREO consumers are higher income (White & Indian) with LSM 7-10, 8-12 year

old bias, although consumption is still high in ages 13-15.

- Strong consumption ritual: emotional platform.

- Children have a strong influence on household purchase decisions.

- Children and Adults associate brand with fun ‘light hearted playfulness’.

We also gained insight from the Global Spirit of Childhood Report1

which helped guide our messaging, themes and angles.

1 The Global Spirit of Childhood Report was a survey conducted during a six-week period between November and December of 2011. More than 7,000 parents with children under the age of 18 participated in this study. Local surveys were conducted via online and in-person interviews in 20 countries and regions, including: Canada, China, Colombia, Costa Rica, Ecuador, France, Germany, India, Indonesia, Malaysia, Mexico, Peru, Poland, Portugal, Puerto Rico, Romania, Spain, the United Kingdom, the United States and Venezuela. Responses were given as completely agree, somewhat agree, neither agree or disagree, somewhat disagree, and completely disagree.


2. Planning:

The planning process involved a careful understanding of the campaign objectives and available

resources. We utilized what we had learnt from the OREO brand research to create a sound messaging

platform that would resonate with the selected media and consumers to help disseminate this great

story: OREO was turning 100. We needed to constantly keep the budget limitations in mind and cost all

elements prior to implementing any plans.

Objectives & measurability:

# PR Objective MeasurementEXTERNAL1 Create awareness in the public eye for the story

that OREO is turning 100 years old.Receive valuable exposure and hype in the media.

2 Gain publicity for the brand in general and for the recent news.

Receive valuable brand mentions in the media.

3 To drive the brand positioning and heritage in all communicated messaging externally.

Constantly disseminate brand layered communication.

INTERNAL

4 Drive awareness and support from the internal business for the OREO celebrations.

Successfully communicate the OREO birthday celebration.

5 To drive the brand positioning and heritage in all communicated messaging internally.


Our last objective, and challenge, was to achieve the above objective within under R25 000.00.

a. Target market to be reached and actions desired

OREOs core target includes moms with children from the ages of 6-15, in the LSM bracket 7-10. Therefor

for the external objectives, we aimed to target media that this group would most likely consume according

to media consumption data. For example, day time radio shows, morning breakfast shows and baking

blogs.

For the internal objectives, our target market included all employees that worked on or around the OREO

brand, from the executives at the Kraft Foods Head Office, to the factory workers at the OREO factory,

‘Tunney’. The desired action was for all employees to gain knowledge of the OREOS 100th birthday, build a

stronger link to the brand and engage in celebrations for the brand’s birthday.


b. Formulation of the message to be communicated

We had three main points from the research that guided our planning in the message formulation:

1. There was well established brand awareness for OREO in SA (78% brand awareness) including those

who have some personal memory of the biscuit from their childhood, youth or even current lives

(68%) (Neilson brand health reports, 2011). There was a history that people shared with the brand

that we could work with in our communication.

2. We learnt that most consumers spontaneously associate OREO with the “Twist! Lick! Dunk!”

consumption ritual from previous advertising. We therefore used this ritual in the formation of our

media packs and media engagement plans and communication in order to help guide this message.

3. The recently released Global Spirit of Childhood Report2 revealed that the majority of parents

surveyed across 20 countries believe today’s kids are growing up quicker than they did in previous

generations and should have more time to just be kids. The report also showed that parents all

around the world long for the carefree fun of their youth. This insight helped us construct an angle,

theme and messaging platform; that there is a kid inside all of us and sometimes we just need to

celebrate that. This theme can be seen throughout our execution and messaging both externally and

internally.

“In today’s hectic world, people have more responsibilities and pressures than ever before,” said Mike Middleton, Marketing Director, Kraft Foods South Africa. “Despite this, the simple act of enjoying an OREO cookie and glass of milk continues to speak to a universal, human truth: inside all of us, whether grown-up or still growing, there’s a kid that deserves to be set free every once in a while”.

We subsequently invited all South African fans to join OREO and ‘Celebrate the Kid inside Themselves’, no

matter where they were, or how old they were, to TWIST, LICK AND DUNK their OREO biscuit on 6th March

2012.

2


c. Selection of channels and media:

External objectives:

Due to budgets, our media and channel selection needed to be very selective, effective and focused. We

chose to send our press packs to media personnel/teams across all platforms in both the traditional and

new media spheres. In selection we remained mindful of the brands core target market and their media

consumption habits.

We selected high reach media and those with a clear potential to show interest in our news. We

particularly targeted day time radio talk shows that the Media Consumption research showed our core

target using.

We also selected two media groups to engage with on a slightly bigger scale than the above, and to spend

a bit more budget on. We selected one high reach television show (Expresso Breakfast Show) and one high

reach radio show (Jacaranda, the Martin Bester Morning Drive Show). Both selections had strong

correlations between their audiences and the OREO brand target market. Both shows aired at times with

high reach, especially to moms that had their children with them at the time. This choice based on the

facts that OREO is consumed by children, who also have a strong influence on purchase behavior. *

Internal objective:

Internal communication included email, newsletters, physical desk drops (party invitations) and a physical

celebration with digital audiovisuals to tell the story of OREOs history and 100th Birthday celebrations.

d. Vehicles to carry the message into the media

For the external media engagement we wanted to send out a press pack that would not only carry a clear

message but also generate interest and conversations about the brands and its birthday. The press packs

could not be expensive to produce due to our low budgets, and we needed to send out as many as

possible to achieve our coverage objectives.

We created mini birthday cake boxes to deliver the message but instead of a cake inside, we placed a box

of OREO cookies. The birthday cake boxes aligned with the birthday theme and small 100 confetti was

used to enforce the 100th birthday message.


Along with the cake boxes we sent press content packs including: a press release relaying the news of

OREO’s 100th Birthday, a fact sheet on the history of OREO and images of the old adverts and packaging.

The aim of the pack was to assist potential coverage and conversations.

For ‘The Expresso Show’ and ‘Jacaranda’ we had branded ice-cream OREO cakes made to carry the

message and tie in the theme. For both shows the cake, along with milk and glasses, OREO balloons and

the media content pack was sent with the intention of the respective teams enjoying on screen or on air,

during their early morning segments.

e. Action taken to consult with management and secure support for the campaign

After brainstorming the ways to achieve our objectives we created a short proposal presentation to

take the OREO client through the plans. It included a detailed costing of every element to justify the

budget spend, after which, the brand team approved the plans. The team was kept abreast of each any

every element in progress thereafter.

3. Execution: 7

*Kraft Foods International has a global pledge to not advertise directly to children under the age of 14. Therefore we needed to ensure messaging and mediums were focused on moms and not directed at children.

1. MEDIA ENGAGMENT:

a. Plan implementation

The ‘Birthday Box’ press kits, were sent to 80 media including radio (commercial and talk), newspapers

(food and/or lifestyle journalists), and magazines (trade and consumer titles based on media consumption

research). We also sent to selective online media whom we thought would enjoy the content. They

included food bloggers, baking bloggers as well as marketing and media sites. The press kit information

was also electronically sent to additional media contacts over and above the 80 press kits.

After delivery the media contacts or their producers were contacted to follow up on the response of

receiving our packs and to enquire if there was any additional information received. From here, we

monitored coverage and exposure received.

For ‘The Expresso Show’ and ‘Jacaranda show’ segments of our media plan, we liaised carefully with our

contact at each station so that they understood exactly what we had planned. The teams (presenters)

were surprised. We ensured the branded balloons that were sent were blown up with helium so they

would be visually appealing on screen and in pictures. We made sure there were champagne glasses and

milk delivered with the OREOs and cake to subtly allude to the crew that they could enjoy the well-known

‘Twist, Lick and Dunk’ ritual, which they did. We also made sure the cakes were branded so that any

element they chose to select to film or capture in pictures carried the OREO branding. This ensured our

precious money spent would pay off.


INTERNAL AWARENESS OBJECTIVES:

b. Plan implementation

In order to meet the objectives regarding internal awareness and support for the OREO 100th Birthday we

choose to remain with the selected theme of “Celebrate the Kid inside you” and so planned a Kiddies

Birthday themed party.

We kicked off communication with a desk drop that included a kiddies-party styled invitation and

cardboard glasses in the shape of a 100 to be worn to the party. We also sent out virtual save-the-date

emails.


With the save-the-date out, we launched an internal competition. In order to save costs the competition

was managed over our weekly e-newsletter – “The Delicious Link” which runs nationally. To help enforce

the theme, employees were asked to submit the answer to the following question “If you could be

carefree as a kid for one day, what would you do?” The competition aimed to get employees thinking

about celebrating the kid inside of them. The winner, who was announced at the birthday event, won a

R100.00 voucher, and the opportunity to give a children’s home of their choice, 100 toys. This CSI element

drove more enthusiasm to enter.

THE PARTY:


The party, held at the Kraft Foods Head Office, was planned on an extremely small budget. We had the

theme; ‘Celebrating the kid inside of you’, the campaign message; ‘OREO is turning 100’ and the insight

that people associate OREOs with the ‘Twist, Lick and Dunk’ ritual. We therefore based all event elements

on these factors.

For catering, we arranged two OREO branded ice-cream cakes, in true kids-party-style, made with Oreos

inside. We had OREO branded cupcakes made which we set out in the shape of 100. We also put out

plates of OREOs as well as glasses of milk to allow employees to enjoy the old ritual of ‘Twist, Lick and

Dunk’.


No kids party is complete without games and entertainment. With

the small budget we had left we used what resources we had -

OREOs, and lots of them, and a well-known and well-loved ritual

of ‘Twist, Lick and Dunk’. We had a ‘guess the number of OREOs in

the jar’ challenge.’ The closest guess won the jar.

We also ran a ‘100 second Twist, Lick and Dunk challenge’ where departmental team representatives had 100 seconds to Twist, Lick and Dunk as many OREOs as possible.

To effectively communicate the

message of the OREO 100th birthday, as well as

illustrate the brands heritage we created a

looping slideshow with the advertising, product

packaging and imagery from the past century. Brand Manager, Khosi Xaba presented on the Brands History

and the current 100 birthday activity from around the globe to entrench the 100 Birthday message.


It was also important that the messaging and celebrations trickled down the

entire organization, from the executives at the Head Office to the factory

workers at our Tunney Factory. To ensure this objective was met we also

sent cupcakes and cakes to the Factory on the same day for the workers to join in the celebrations.

The South African celebrations were captured in images and film and shared with the global team who

ensured celebrations occurred in all 200 countries where Kraft Foods operates on the 6th March 2012.

4. Evaluation

MEDIA ENGAGMENT:

We successfully achieved the objective of creating hype and buzz within the media about OREOs 100th

birthday. We received R340, 356.00 in AVE value (1:1) from media mentions across all platforms (without

counting social media comments) in just two weeks. With 15 million

media impressions and a return on investment of 82:1 we felt the

media engagement was a huge success.


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Not

only did we receive a high quantity of media clips and mentions

but they were also very good in quality. For example radio/TV presenter discussed the facts we had sent

them, explored and shared memories of their childhood and how they would “Twist, Lick and Dunk” or

even showed the ritual live.

Coverage received directly dialed up the message of the OREO ‘100th birthday’ across print, radio, online

and TV broadcasting. (Coverage received listed in attached)

Many of the radio clippings involved continued conversations, some even engaging with public call ins who

called in to share their OREO memories. Conversations continued to grow on social platforms including

Twitter and Facebook. Anele from 5FM tweeted “Happy Birthday to OREO” to her 56 000 followers.

INTERNAL AWARENESS & HYPE:

We successfully spread the news about OREOs 100th birthday within the organization, Kraft Foods SA – both at head office and at a factory sites.

We assisted Kraft Foods SA in aligning with, and meeting global objectives to celebrate the brands birthday.


We created excitement and joy surrounding the brands milestone.

We were successful in spreading a very small budget across two main objectives; media engagement and internal awareness.

Comments from staff at Kraft Foods:

“I just have to say WELL DONE! I think the party was amazing; it was great to have something that was fun and light hearted. Really well done! Georgina Harpur, Dentyne Brand Manager”

“Well done on an excellent 100th birthday party celebration as well as all the PR activity – fantastic

effort!” Mike Middleton, Marketing Director

# Objective Measurement Evaluation1 Create awareness in the

public eye for the story that OREO is turning 100 years old.

Receive valuable exposure and hype in the media.

- We created hype and talkabilty across all media platforms.

- Conversations held positive value for the brand.- All publicity spread the message about OREOs

100th birthday.- Media audiences were aligned with OREOs core

target audience.- High reach media was targeted and subsequent


coverage received from them.- Key message penetration – direct mentions of

OREOs 100 birthday – were achieved in 100% of the coverage received for OREO in those two weeks.

2 Gain publicity for the brand in general and for the recent news.

Receive valuable brand mentions in the media.

- Achieved a AVE value of R340,356.00 for the brand (R1 021 068.00 (3:1))

- 15 million media impressions- Return of investment in a two week period was

82:1

3 Drive awareness and support from the internal business for the OREO celebrations.

Successfully communicate the OREO birthday celebration.

- We succeeded in creating awareness and support at Kraft Foods for the brand.

- We created support by employees for the brand going forward.

- People felt the party was light hearted and fun.- We entrenched the ‘Twist. Lick. Dunk ritual’.

4 To drive the brand positioning and heritage in all communicated messaging.


- All communication remained true to the OREO brand and its positioning including keeping communication aligned with the brand ladder and ‘Twist, Lick and Dunk’ proposition.

Challenges and learnings:

- Small budgets were restricting and meant that the planning process for the expenditure needed

to be very well thought out. Although once complete, the budgets helped keep the campaign

focused and selective.

Conclusion:

On the 6th of March 2012, Kraft Foods South Africa joined the world in celebrating a little cookies big day.

The Plato Communications PR team was instrumental in ensuring Kraft Foods SA joined in the global

celebrations to meet international expectations. At the same time Plato Communications also engaged

with the media, igniting awareness, interest and hype in the local press in various platforms to carry the

message to OREO consumers. All of this done using under R25 000.00 as our final budget came in at

R23,115.90


PR on a shoestring? We think so!


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