campaign proposal: ben & jerry's
TRANSCRIPT
reative scoop
Executive Summary Creative Scoop consists of integrated marketing professionals who strive to achieve the goals of all the organizations we work with. We aim to identify areas where our client can improve and work to make them better. Creative Scoop is thirlled to be working with Ben & Jerry's, a top notch ice cream company. Ben & Jerry's have established themselves as the creator of high quality of ice creams. They strive to promote social and enviromental causes while giving their customers the most natural ice cream the market can provide. Creative Scoop worked to develop a thorough integrated marketing campaign to fulfill the three objectives that Ben & Jerry's have presented. Our team has done extensive research, formulated strategies and tactics and created executions to get Ben & Jerry's in the position it strives to be in. Creative Scoop choose to kick off the campaign in mid July, the peak of the summer season, when ice cream is a highly sought after product. The campaign with end in October, fair trade month. Fair trade is important to Ben & Jerry's. We feel that that a campaign leading up to fair trade month will yeild optimum results in making their social and enviromental causes most known. Our goal is to make the target aware that Ben & Jerry's excels in all areas of their business, from their work in local communites and the world as a whole to their top of the line product ingredients and sustainable practices. When they purchase Ben & Jerry's, they are getting ice cream with nearly all organic indregients and supporting a comapny thats works to make the world a better place. Consumers will love the ice cream, the company and everything it supports. We would like to thank Ben & Jerry's for the opprtunity to design such an extensive campaign. The "Love" campaign Creative Scoop has worked effortlessly to create a campaign with over $4 million leftover in funds. We hope that Creative Scoop is selected to leave a lasting image of Ben & Jerry's.
Situation AnalysisCompany Ben & Jerry's is an American ice cream company founded in 1978 by Ben Cohen and Jerry Greenfield and headquartered in South Burlington, Vermont. They are manufacturers of ice cream, frozen yogurt, sorbet and novelty products. Ben & Jerry's are dedicated to a sustainable social, product and economic missions. They recognize the role they maintain in society by innitiating innovative ways to improve the quality of life locally, nationally and internationally. They make and distribute the finest natural quality ice cream while using business practices that respect the enviroment. They exist to operate the comapny on a sustainable basis for financial growth, to increase value for stakeholders and to expand opportunities for their employees. In 2000, Ben & Jerry's was bought by Unilever. Since then, Ben & Jerry's has maintained its original practices. Advertising, positioning, hard selling or even branding its products is not something Ben & Jerry's had traditionally put a lot of time or money into. To establish strategy and messaging, Ben & Jerry's focus a lot on event marketing regarding to social, enviromental or political issues. Through loyalty programs, they create a hardcaore group of heavy users. In recent years, Ben & Jerry's has fallen behind Haagen-Dazs as the leading high quality ice cream. Also, the extent to which Ben & Jerry's strives to help the Earth and the connection between Ben & Jerry's and Unilever is still relatively unknown among the target audience.
Competition Haagen-Dazs and Graeters are Ben & Jerry's biggest competitors. In 2008, Ben & Jerry's market share was in second place, taking up 36%. Haagen-Dazs, who had a market share of 44%, was the top ice cream company. Haagen-Dazs recently moved ahead of Ben & Jerry's in awareness of brand advocacy. They also greatly outspend Ben & Jerry's in terms of marketing. On average, Haagen-Dazs spends 25-50% more than Ben & Jerry's. Ben & Jerry's uses all natural, high quality ingredients when compared to the majority of other ice cream brands. Innovative flavors and names of their ice cream is way Ben & Jerry's gains compettive advantage in the market through product differentiation.
Situation AnalysisProduct Ben & Jerry's take a high interest in where their products come from. Milk and cream used in the ice cream only comes from cows that haven't been injected with rBGH, a genetically engineered growth hormone used to increase milk production. All cows used to provide milk and cream only come from family owned farms in Vermont. Eggs are only used if it comes form chickens on certified cage-free farms. Brownies used in certain flavors come from the Greyston Bakery whose mission is to provide employemnt and support to former homeless, low income people and their families to get them on the road to self-sufficiency. Ben & Jerry's does not use products from cloned animals. Most of their products are completely organic. Their packaging is also enviromentally friendly. Most of the containers their ice cream is sold in is biodegradable and made from sustainbale forest reserves. It consists of all natural Forest Stewardship Certified (FSC) paperboard. Fair trade is very important to the company. By the end of 2013, all of Ben & Jerry's products will be made with fair-trade certified ingredients. Going along with their mission and values, they feel that no one should be exploited.
Market In the ice cream market, the overall industry looks promising. The National Ice Cream Retailers Association stated that some member's sales have gone up as much as over 25% in the last year. Unilever's sales went up 7.4% in the first quarter. The take home ice cream sector seems to be the most prominent. In 2008, take home ice cream took up over 67% of the market share, generating $6.6 billion.
Consumers Ben & Jerry's most avid consumers like the fact that they are both enviromentally and socially friendly. Much of Ben & Jerry's success comes from the fact that their consumers feel like they are giving back to the world because they are purchasing products from a company that attempts to give back to the world. They also like the idea that the ingredients in Ben & Jerry's are better for them than the majority of other ice cream brands. Their more demanding consumers are willing to pay more for Ben & Jerry's because they feel like they are purchasing a top notch ice cream.
Team ObjectivesPrimary Objectives:
To establish top-of-mind awareness in 15% of its worldwide markets for both its products and for its social and enviromental legacy by October 31, 2011.
To increase brand-insistence of Ben & Jerry's by 30% among consumers fo premium quality ice cream by October 31, 2011.
To increase awareness by 25% among consumers of the connection between Ben & Jerry's and Unilever by October 31, 2011.
Creative Scoop
Ashley BivenAccount ExecutiveChris DuncanMedia Planner
Libby WhitakerPublic RelationsAbby Leonard
CreativeAimee Zborowski
Direct Response & InteractiveBecky JohnsonSales Promotion
PR ObjectivesTo Raise awareness of Ben & Jerry’s and their social, economic, and environmental efforts among target audience by 50% by November 2011.
To Raise brand insistency of Ben & Jerry’s among target audience by 30% by November 2011.
To Increase awareness of the connection between Ben & Jerry’s and Unilever by 25% among consumers by November 2011.
To increase Ben & Jerry’s scoop shop employee brand involvement and advocacy by 45% by November 2011.
PR Tactics
An external newsletter will raise
awareness and brand investment
for customers who sign up for an
e-newsletter through the Love
Letters microsite. Recipients will
receive relevant news about
upcoming events, new flavors, or
competitions they can enter.
An internal newsletter will
promote brand advocacy
among the employees, such
as employees at a scoop
shop. The advocacy will
translate as a fun, nurturing
company to patrons.
PR Tactics
A CEO Blog will raise brand advocacy and
create an overall feeling of caring for the
targer market. A direct message from the
CEO means that Mr. Solheim isn't just
another talking head, but a man who cares
deeply about his company and those who
invest in it with him.
PR Tactics
A Video news release will inform
the targer market about Ben &
Jerry's environmental and
ecological efforts, such as their
partnership with the cooperative
creamery in Vermont.
A press release to local news
outlets and major media
stations around the country
will inform the media about
the flash dance mob before it
happens so they can prepare.
Direct Response/ Interactive
Objective 1: To increase top of mind awareness among 30% of moms under 35 who use the Internet, and who have used Ben and Jerry’s in the past, by October 2011.Strategy: Strategy: Build ongoing relationships, increase brand equity, and increase brand loyalty to the point of brand insistence. An interactive website that allows users to An interactive website that allows users to ask questions, upload videos, upload photos, and write Love letters on why they LOVE Ben and Jerry’s. We will advertise the chance of being featured on the mosaic website. It will be mom and kid friendly to encourage mom and kids to write their let-ters together. A coupon and chance to opt in ters together. A coupon and chance to opt in to the chunk mail will be given for writing letters. The mosaic website will tie in all aspects of media. A place where new users can explore different aspects of Ben and Jerry’s in a fun and different way. It will include tweets, facebooks comments, you tube videos, love letters, FAQ, and mad lib submissions.
Direct Response/ Interactive
Objective 2: To generate interest about the connection between Ben and Jerry’s and Unilever and the Ben and Jerry’s social and environmental legacy on the internet by at least 40% by Octo-ber 2011. Strategy: Encourage inquiries about the product, enhance product/ brand image, increase brand equity and loy-alty to the point of brand awareness.We will launch a brand new Smart Phone Application called Love Ben and Jerry’s. It will have similar features to the website. You will be able to snap a picture or video from your phone and upload it right away, ask questions, and upload love letters.Education through mad lib I phone app- Education through mad lib I phone app- This will introduce new users to some “vocabulary” associated with the Ben and Jerry’s brand with an interactive, fun and memorable game. Our favorites will be featured on the mosaic site.
Direct Response/ Interactive
Objective 3: To introduce Ben and Jerry’s to 30% of new moms under 35 through interactive media by October 2011.
Strategy: Introduce and develop relation-ships with new Ben and Jerry’s users.
We will have interactive banner ads with streaming Love letters and animations accord-ing to the topic. This will grab attention through educational, yet simple banner ads that allow users to play and click, without leaving the vis-ited page. There will be a icon for the website and for facebook and twitter that will open a new page when clicked. Cute banner ads will grab attention of new and current users
Sales PromotionObjective 1: To encourage trial use by 35% of the target consumers between July 11th and November 11th.
Strategy:Tactics:
Use of samples and discounts will promote trial use because the consumer has nothing to lose by participating.
Coupons will save the consumer money on Ben and Jerry's and give them a reason to buy either immediately or for their next premium ice cream purchase.
To increase purchase amongst current users by 25% during and after the campaign.
Promote buying by rewarding loyal customers that buy more Ben and Jerry's products.
Implement the frequent buyer program to rewards consumers who purchase Ben and Jerry's on a regular basis. Couponing will also increase quantities purchased.
Strategy:Tactics:
Strategy: Tactics:
To increase awareness in 15% of consumers about Ben and Jerry's connections to social and environmental causes.
Position Ben and Jerry's as a socially responsible company that promotes good causes.
Product placement on the Ellen DeGeneres show will promote Ben and Jerry's connection and commitment to fair trade. The talk show mention will promote Ben and Jerry's humanitarian efforts as well as endorse the product.
Checkout Coupon
Emailed Coupon
Mobile Coupons
The product placement will be a Ben & Jerry'ssponsored cow themedgame week.
Sales PromotionMobile Coupon: July through OctoberGrocery Counter Coupon: July through OctoberLove Letter Coupon: July through OctoberRewards Card: Introduced in July and will continue after the campaignProduct Placement on Ellen: Starts at the end of September and continues into October for Fair Trade MonthSponsorhip of Campus Consciousness Tour and ticket sweepstakes: July through the end of the tourIn-store Sampling: July and August
2
Smart
July August September October
K
Objectives
Objective 1: Increase awareness by 15% of target market of the social actions Ben and Jerry's is taking in areas such as fair trade, animal rights, and environmentally friendly habits. Objective 2: Create an emotional connection between the target market and Ben and Jerry's in order to increase brand insistence of Ben and Jerry's premium ice cream products by 30% Objective 3: Facilitate a better visual and verbal understanding of the association beween Ben and Jerry's and Unilever that may by uncommonly known by the target market.
Strategies
Strategy 1: Talk about how Ben and Jerry's is taking part to educate and encourage others to become involved with something they are passionate about. Strategy 2: Talk about how mothers are socially conscious and would be willing to pay more for premium ice cream if the brand supported an underlying cause. Strategy 3: Talk about the support Ben and Jerry's and Unilever have for each other by portraying sustainable products and their importance, such as tea.
Tactics
Tactic 1: With a playful tone, simplify fair trade so that mothers understand and are motivated to involve their children in participating in love letter writing and social causes. 30 second TV spot. Tactic 2: Use a love letter to make a connection between Ben and Jerry's and the importance of free range chickens being thankful for Ben and Jerry's. Full color, bleed. Tactic 3: Promote a new Ben and Jerry's flavor, Uni-tea, that supports and unites both Unilever's and Ben and Jerry's common goals of sustainability. Incorporate Unilever into Ben and Jerry's campaign logo to visually display.
Creative
Love,
A brand by Unilever
Dear Ben & Jerry's,
Thank you for using
fair trade flavors in my
ice cream. I really like
to eat lots of ice
cream. It's yummy and
helps the earth too.
Love,
Hannah
www.lovebenandjerrys.com
Love,
A brand
by Unilev
er
Hannah: "Dear Ben and Jerry's,Thank you for using fair trade flavors in my ice cream. Mommy, what's fair trade again?"(Hannah looks at her mom)
Mother: "Fair trade is when we get good ingredients in our Ben and Jerry's ice cream...
...like vanilla, chocolate, and fruit from far away. The ingredients are grown special and fair trade helps the earth to be a better place."
(Pause) "Finish your letter, sweetie." Hannah: "I really like to eat lots of ice cream. It's yummy and helps the earth too. Love, Hannah."
Narrator: "Ben and Jerry's loves fair trade. If you love fair trade too, or would like to write your own love letter, visit www.lovebenandjerrys.com."
Hannah's Love Letter. 30 second TV spot
Creative
Love,
A brand
by Unilev
er
Dear Free Range Chicken,You're Welcome.
Ben and Jerry's ice cream supports the free range chicken. We believe that each chicken should be able to play in the sun all day long. The humane treatment of animals is important to us. We love the free range chickens.
Love, Ben and Jerry's
If you would like to write your own love letter, visit www.lovebenandjerrys.com
Dear ben & jerry's,
I am a free range chicken. Thanks to you, I get to roam around all day long instead of being cooped up in a cage.
Love, The free range chicken
BEN AND JERRY'S SUPPORTS THE CHICKENS
Copyright 2010 Creative Scoop Media
The print ad demonsrates another proud aspect of the Ben& Jerry's brand. The chicken is writing a love letter to Ben& Jerry's for letting him roam around the fields all day.This print ad helps the campaign become full circle so thatBen & Jerry's, the target market, and the cause can allwrite love letters to each other to raise awareness of thebrand itself.
Print Ad
The tv spot demonstrates that complicated topics can be explained easily. A mother isteaching her daughter about how to be fair and help people in other countries whichis important to do in society. It also explains that Ben & Jerry's is helping this causetoo. The target market will form a connection with this piece and be motivated topromote the same.
UNI-TEABy Unilever
Hannah: Dear Ben and Jerry s, Thank you for using fair trade flavors in my ice cream!
(Slight pause) Mommy, what s fair trade again?
Mom: Fair trade is when we get good ingredients in our ice cream like vanilla, chocolate
and fruit from far away. The ingredients are grown special and fair trade helps the earth
to be a better place. (Pause) Finish your letter, sweetie.
Hannah: I really like to eat lots of ice cream. It 's yummy and helps the earth too. Love,
Hannah. Narrator: Ben and Jerry s loves fair trade. If you love fair trade too, or would like to
write your own love letter, visit www.lovebenandjerrys.com
A new ice cream flavor will bridge a disconnect between Unilever and Ben and Jerry's. It is a combination between Unilever, the fair trade tea that Unilever supports, and the unity of the two in a delicous new brand of Ben and Jerry's ice cream.
Radio Spot New Flavor Label
Creative
Creative
Transit
Outdoor
Dear Ben & Jerry's,
Thanks.
Love, Mother of three
Love,
A brand
by Unilev
er
www.lovebenandjerrys.com
Dear Ben and Jerry's,Thank you for being nice to the cows and chickens.
Love, Justin
www.lovebenandjerrys.com
Love,
A brand
by Unilev
er
The outdoor advertisement will spark interest in our target market and drive them to visit the campaign website where they may write their own love letter to Ben and Jerry's. It will be a 30 sheet display and placed in the top 15 American cities across the U.S.
The transit advertisment will portray a young boy writing Ben and Jerry's a love letter thanking you for being nice to the animals. It will imply that the animals are treated nicely when their ingredients are purchased to make ice cream. The target market will find this to be one of the causes that Ben and Jerry's holds important.
Objectives To establish top-of-mind awareness for Ben & Jerry’s
brand and its social, economic and product missions by reaching the target audience of mothers 35 years and younger within the four month period during the summer and fall months of 2011.
To reach at least 75 percent of the target audience with a minimum average frequency of four exposures (300 GRPs each month).
The campaign will take place for four months, launching on July 1 and ending on Oct. 31 (Free
Trade Month).
Strategies
Use cable and broadcast network TV advertising to reach mothers 35 years and younger with an average annual household income of $60,000 or more, with a continuous strategy throughout the entire campaign
Use magazine advertising to reach our target using a continuous advertising strategy.
Use local radio advertising to reach our target continuously throughout the campaign.
Use Internet advertising continuously to reach mothers 35 years and younger with an average annual household income of $60,000 or more.
Use outdoor advertising continuously throughout the entire campaign.
Use interactive media continuously throughout the entire campaign with a burst in August.
Use sales promotions continuously throughout the entire campaign with bursts in September and October.
Use public relations continuously throughout the entire
campaign with bursts in July and October.
Media Objectives & Strategies
Television Advertising
In order to establish top-of mind awareness for Ben and Jerry’s we must have a presence in television advertising because of its large viewership. The TV shows were chosen because of their mass viewership, their appeal to our target or the shows fall in
line with your fun or charitable personality.
Magazines Advertising
Market research showed that Ben & Jerry’s customers prefer magazine advertising from most other advertising. The specific magazines were chosen because of their appeal to women. Half of the magazines are fashion magazines and they are scheduled with Fall Fashion Week in mind.
Online Advertising
Market research proved that Internet advertising is the best way to reach Ben & Jerry’s customers so we chose to advertise with banners on the top 50 websites that Ben & Jerry’s customers view. We also purchased seven Google Keywords, 12 Twitter Trending Topic words and video advertisements on
Youtube throughout the campaign.
Mobile Device Advertising
Mobile advertising is a new and inexpensive means of advertising. We decided to purchase banner ads from the
Google Android and Apple mobile marketplace.
Outdoor Advertising
We chose to advertise with billboards in 15 of the most populated cities in the U.S. We also chose to purchase transit advertising in the three most populated cites. In each city we will have bus advertising, bus shelter advertising and two train
wraps.
Radio Advertising
To reach our target at a more intimate level we chose to advertise on two local radio stations in five of the most populated cities in the U.S. Market research showed that Ben & Jerry’s customers listen to the radio during the morning and on their way home from work so we placed an ad in each of
those times in each station
Media Tactics Throughout the entire campaign we use a continuous strategy for all major media vehicles.
Media Class Media Vehicle July August September October
Broadcast Network TV NBC "America's Got Talent" 5 3 3
ABC "The Bachelorette" 5 3
ABC "Dancing With the Stars" 3 5
ABC "Extreme Makeover: Home
Edition" 3 5
Cable Network TV Lifetime "Army Wives" 9 6
TLC "What Not to Wear" 6 6 6
TNT "The Closer" 9 3 3 5
E! "Chelsea Lately" 9 6 6 9
Magazines 4-C Full Page 7 7 8 9
Radio :30 Local Spot 21 23 22 21
Online Banner/Skyscraper 50 50 50 50
Google Keywords 7 7 7 7
Twitter Trending Topic 3 3 3 3
Youtube Video Ads
Mobile Smart Phone App Ads
Out-of-Home Billboard 33 33 33 33
Transit
Direct Response Website
ChunkMail Newsletter
Smart Phone App
Sales Promotion Reward Card Program
Campus Consciousness Tour
Sweepstakes
Grocery Sample Stations
POP, Smart Phone & Online
Coupons
Public Relations Publicity Stunt Event
Press Releases
Video News Releases
Media Timeline
The majority of our budget was spent on Internet advertising because the market research said that Internet advertising is the preferred medium for your customers.
There is a strong television presence
without overpowering the entire budget. You do not focus on TV ads and your customers are not used to TV ads so we wanted to ease into a major TV campaign. We feel this is a nice way to slowly move your customers into accepting television ads from you.
We were able to save a total of
4,083,886.81 from our allotted $60 Million budget and still meet the goal of 300 GRPs a month.
Media Budget
12.1%
22.0%
13.7%
6.0%
8.0% 0.2%
30.8%
0.4%
6.8%
Media Breakdown
Billboard
TV
Radio
Transit
Magazine
Mobile
Internet
Production
Savings
reative scoop
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