supremo cane vinegar presentation aprl 14
DESCRIPTION
Presentation for San Miguel Corporation's Supremo Cane Vinegar brand.TRANSCRIPT
Supremo Cane Vinegar
Campaign Proposal
April 12, 2011
Your Requirements
• Refine the current
campaign for the
brand.
• Produce new
tactical
campaigns
A quick overview
While it is true that Supremo has made a
mark on Filipina homemakers…
there is still a strong potential for Supremo
Vinegar that remains untapped…
But before heading there, let’s have a quick
peek into what our competitors are doing…
What’s going on with
Vinegar these days?
For the past
years, Datu Puti
has been using
humor to
communicate
what their brand
is all about…
While we believe It’s entertaining,
it veers too far from the main
purpose of vinegar in every Filipino
kitchen.
What about the others?
Other brands appear to have no distinct personality that consumers can identify with..
It seems that
consumers have lost
touch on the value
of vinegar in
modern Filipino
cooking.
The question is not
Why we love
Vinegar,
It’s, what’s there
not to love about it?
Vinegar is amazing, astounding and
versatile and the quality of the vinegar
used in cooking reflects on the food…
Unlike the generic quality of other
brands, Supremo Vinegar has a
distinguishable asim-sarap goodness
and Its purity and naturalness cannot
be matched by its competitors.
It’s time that we put
emphasis on the inherent
excellent quality of
Supremo Vinegar as
shown in its red, blue
and yellow nationalistic
colors.
Because in a sea of
green-tinted
competitors, Supremo
breaks away from the
mold.
We believe in making Supremo Vinegar
live up to its name…
Because it truly is the SUPREME vinegar
made for the SUPREME cook.
It deserves more credit from the target
market and a stronger clout in the trade.
So what do we do?
• We need to
create renewed
excitement for
the brand to
further heighten
market
awareness and
drive sales.
• The creative strategies contained herein
have been formulated with one objective :
Make Supremo the Cane Vinegar of choice.
It is not merely to remind or to make aware.
It is a Call to Action.
“Yan ang Supremong Konsepto para sa Supremong Suka!”
Creatives
Thematic Print 1 - Awareness
May Asim ng Supremo
Thematic Print 2 - Awareness
Ang Sarap ng Natural
Tactical Print Series 1 -
Ang Supremong Kilawin
Tactical Print Series 2 –
Ang Supremong Inun-Unan
(Paksiw)
Tactical Creative Symbol -
Kiko Kusinero
Kiko Kusinero
Chef Supremo Strips
Other Initiatives
Ang Sarap ng Natural Radio 30s
MVO: Ang best things in life, ay ang natural.
(sounds of trickling water)
MVO: Naamoy ito, (appreciative sounds of
smelling)
FVO: Nalalasahan, (appreciative sounds of
pleasure eating)
FVO/MVO: at hinahanap-hanap
FVO: Pagdating sa suka, Kailangan purong
asim na hango sa tubo.
FVO: Para umaangat ang lasa ng
handang ulam…
MVO: O, pulutan.
FVO: Sa asim ng Supremo,
garantisadong Supremo ang ulam
FVO/MVO: Supremo Cane Vinegar, ang
sarap ng natural!
“Ang Asim ko, Natural!”
Radio Jingle
Ulam! Ulam!
kailangan, Supremong ulam!
Asim! Asim!
kailangan, Supremong Asim!
Ang Su-perb
Ang Ga-ling
Sa-rap, A-sim!
Asim ng Supremo
Yan ang asim ko! – Natural, Supremo!
VO: Supremong Sarap, Supremong Asim. Para sa Supremong Ulam,
sa garantisado na tayo.
Natural, Supremo Cane Vinegar!
Ang Su-perb
Ang Ga-ling
Sa-rap, A-sim!
Asim ng Supremo
Yan ang asim ko! – Natural, Supremo!
VO: Supremo Cane Vinegar,
Garantisadong Natural!
TV- Segment Buys
• Brand Bugs on popular TV Channels:TV5 and GMA 7
Ticker tape messages counting down to the weekends, encouraging viewers to plan a Supremo filled food weekend with the family.
Sample:
Wednesday na! 2 araw nalang! Gawin Supremo ang ulam ng pamilya! Maghanda ng Supremong Kilawin. Garantisadong magugustuhan ng Pamilya ang sarap-asim nito gamit ang Asim ng SUPREMO. Supremo Vinegar, Garantisadong Natural!
Supremo Chef The Great Culinary Challenge
• The Supremo Chef Great Culinary Challenge is a cook-off featuring students from different culinary and HRM schools. Chefs armed with Supremo Vinegar as their weapon of choice battle it out.
Who will win the ultimate vinegar challenge?
• The competition is divided into 3
stages: 1) applicant processing 2)
elimination and the 3) Grand finals
• The participating culinary professor
can serve as competition
adviser/coach to the (2) students from each school.
• The competition is
open to all HRM or
culinary students
currently enrolled in
a government-
recognized
academic
institution.
Competition Description
• Each team is composed of two student chefs and a culinary professor from the respective participating schools from Metro Manila’s North, South, East and West zones.
• Teams from the North, South, East and West Zones are required to purchase Supremo Vinegar products worth P1,500 to qualify in the eliminations. Supremo products shall be delivered to the participating school upon purchase.
• Participating schools are required to submit the following documents:
1) Two 2×2 photo of each student contestant
2) Two 2×2 photo of the coach
3) One photocopy of the school ID of the contestant/s and the coach
4) A scanned copy of the Supremo Vinegar payment transaction
• Contestants are required to participate in the elimination rounds starting September. Teams are required to prepare 1 Supremo vinegar based dish which shall then be judged in the weekly elimination rounds. Schedules are as follows:
Week 1 North Zone
Week 2 South Zone
Week 3 East Zone
Week 4 West Zone
• All Supremo vinegar based dishes will be judged by a select panel of culinary experts. The top entries in the elimination rounds will be notified of their promotion to “Finalist” status on the day of eliminations.
• The finalists chosen from the North, South, East and West Zones will each get P10,000 and Gift packs from Supremo Vinegar.
• (2) Weekly finalists from the elimination rounds with the winning Supremo vinegar based dish from each zone shall participate in the Grand cook-off on October 28, 2011.
• Finalists are required to submit their recipes for the 2-course meal on/or before October 15, 2011.
• The qualified finalists from each zone are tasked to prepare, cook and execute a 2-course meal for 4 pax.
• All finalists will receive a notice to
attend the pre-competition briefing.
Failure to attend the briefing
automatically disqualifies contestants
from actual competition.
Grand Finalists – Ingress
• Finalists must use the Official Ingress List
that will be provided to all contestants. Each page must be submitted in 3 copies, during designated ingress time and date. A thirty minute allowance will be given after the stated starting time for Ingress to accommodate late arrivals after which Ingress official closes.
• Ingress of equipment and ingredients
will be based on the entry-recipe.
Inclusion of any equipment or
ingredient not part of the entry-recipe
nor required for its execution will not
be allowed. Ingress should include
plug adaptors, extension cords,
voltage regulators which are required
to operate one’s own equipment.
• The Organizers will only provide the following per team in the grand finals:
- A 4 burner gas range with oven, work table, flowing water, trash bin, one electrical outlet. Total work area is (cubicle) 4 square meters.
• The two Student Chefs will execute
their recipes within the following time frame – 30 minutes mise en place, 1
hour to cook, 30 minutes to “plate”
inclusive of the plating of 1 set of all
the dishes for presentation and a
second set for the judges, for tasting.
Criteria for Judging
50% Supremo Sarap
25% Supremo
Originality
15% Supremo Plating
presentation
10% Supremo
Affordability
Culinary Finals event prizes
• 1st Prize: P100,000.00 cash, a kitchen showcase worth P50,000 and Supremo gift packs.
• 2nd Prize: P50,000.00 cash, a kitchen showcase worth P 50,000 and Supremo gift packs.
• 3rd Prize: P30,000.00 cash, a kitchen showcase worth P50,000 and Supremo gift packs.
Event Logo Design
Venue Look: SM NORTH EDSA’S SKY DOME
Communication Support
Poster and Banner Designs
TV Initiatives- Interstitials
The Asian Food Channel
features the first “Supremo
Chef Great Culinary
challenge” Interstitials will
feature the supreme dishes
created by budding chefs
from Metro Manila using
Supremo Cane Vinegar.
TV Initiatives - Supremo TV Segment
Segment buy–
“Asim ng Supremo”
Popular morning show’s hosts talk about supreme dishes found in the Philippines. Each featured Filipino dish will be tasted for its sarap-asim quality that only Supremo Vinegar can provide, then segue to the Supremo Chef Great Culinary Challenge shout out.
Media Vehicles:
– Unang Hirit, GMA 7
Thank You!