daisy pitch presentation

A CAMPAIGN, BUT DIFFERENT

THE PROBLEM : OFF THE RADAR

- Not a priority - People pick based on price - The traditional audience is older baby boomers

THE OPPORTUNITY: TARGET A NEW, YOUNGER AUDIENCE

- Embrace the qualities in cottage cheese millennials are seeking in similar foods

- Other brands are speaking to the same audience - Daisy isn’t the same as other cottage cheese

our mission : make cottage cheese cool for millennials

RELEVANCE

How is cottage cheese the perfect ingredient for the millennial lifestyle?

MILLENNIAL AS A MINDSET

- Millennials is an umbrella term - Focus on:

- First-Time food decision makers - At least somewhat interested in their health

WE FIND VALUE IN

- A label we can understand - A versatile product - A customizable platform

COTTAGE CHEESE

- Cottage cheese is a commodity product - Outdated and Unappealing

DAISY COTTAGE CHEESE IS DIFFERENT

- Simple and Honest Product - Protein and Nutrients

MILLENNIAL OVERVIEW- Digital Natives - Content Focused - Individuality is important - Value customization - On-the-go - Focus on higher purpose

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MILLENNIALS AND FOOD 6-TRENDS

Trend #1: Visibly Sustainable !

Brands that have a deeper sustainable story will resonate more with Millennial Mindset consumers

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MILLENNIALS AND FOOD 6-TRENDS!

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Trend #2: Food with Benefits !

It is important to make a connection between the benefit and the product

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Trend #3: Eat with your Eyes !

Brands should incorporate images of fresh ingredients and unique flavor profiles

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Trend #4: Fresh Faster !

Refrigerated meals that appear fresher with healthier ingredients but can be prepared quickly will win

with millennials


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Trend #5: Healthy not Wealthy !

Millennials are food-smart and are beginning to demand higher quality, healthier foods that are more

affordable !

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Trend #6: Rise of Transparency !

Create a connection between the consumers and the manufacturing process of food products

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PERFECTED BY US, PERSONALIZED BY YOU

FUEL THE JOURNEY

- Daisy is a healthy, balanced choice for millennials always on the move

- Daisy is a company that cares - Daisy Cottage Cheese fuels your journey

CHANGE THE CONVERSATION- We need to add life to an antiquated conversation

about cottage cheese - Daisy is a brand that puts intention behind their product - A brand that lives its promise, let’s shine light on how

Daisy is paralleling with the Millennial Mindset - A conversation about a product that stands behind you

We are millennials. We strive for individuality and we strive for experience.

Though our lifestyles vary, our fuel doesn’t have to. Get us where we’re going; let us own the journey;

and we’ll stand by you. Sincerely.

MANIFESTO

MOOD BOARDS

PACKAGING

- Currently no differentiation - Daisy is different - Daisy deserves different and

better packaging

PACKAGING

- Transparent and honest - Daisy has nothing to hide

PACKAGING

- Sustainable - Built to reuse

PACKAGING

Single serving Included spoon

MEDIA OVERVIEW- Media Habits

- Internet is the most trusted media - The most popular sites are Pandora, Twitter, Hulu and Facebook

- Number one activity on the internet was writing an online blog - The top forms of non-traditional media they are exposed to are ads on

mobile devices, product placements, and outdoor advertisements - Their most used forms of media are the internet and magazines

Source: MRI Double Base 2013

MEDIA STRATEGY- Focus media channels towards content most used by millennials - Utilize digital advertising to create a targeted approach to the millennial

market - Use promoted social media to increase impressions, while including a

strong call to action to get people to the creative content on the Facebook, Twitter, Instagram, and Pinterest pages

- Order of Mediums I Social Media II Digital III Print and Out of Home IV Sponsorship V Product Placement VI Guerrilla

SOCIAL MEDIA!

Goals: - Use promoted ads to garner likes and followers on social media, while

driving them to our creative content to build brand loyalty - Use social media as a platform to deliver call-to-actions, i.e. Download the

Daisy App !

Why Social Media? - Internet was the most used media platform by millennials - 1/3 of millennials say that they like a brand more when they are active on

social media - 18-34 year olds believe the internet keeps them up to date with the latest

styles and trends, and gives them good ideas

Source: MRI Double Base 2013, FutureCast

I Social Media II Digital III Print and Out of Home IV Sponsorship V Product Placement VI Guerrilla

SOCIAL MEDIA RECOMMENDATIONS!

- Facebook - Twitter - Pinterest - Instagram


SOCIAL MEDIA EDITORIAL AUTHORITYA range of topics that Daisy Cottage Cheese can move forward on social channels

IV. Social Series !

II. Daisy Cares III. Sincerely DifferentI. Fuel V. Real-Time Opportunities

RECIPE OF THE WEEK

COTTAGE CHEESE CONFESSIONS

DAISY LUNCHBOX

SINCERELY DIFFERENT TWITTER SEALS

MILLENNIAL MANTRAS

DIGITAL!

Goals: - Use digital advertising to drive mass reach and target millennials

strategically - With strategic placement, ads will drive people to social media or other

content to increase brand awareness !

Why Digital Advertising? - Compared to all other mediums, millennials use the internet the most - Millennials were more likely to write a blog than other activity online when

compared to the rest of the population - 76% of millennials believe that the internet is a good source of learning - 87% of college students use mobile apps at least once in a day

Source: MRI Double Base 2013, Mintel, Refuel


DIGITAL RECOMMENDATIONSSpotify and Pandora: - Video element - Audio ad (call to action) - This is an easy way to provide information about Daisy Cottage Cheese while

still having the banner ad for viewing to relay brand image - Geofence to retail locations in order to inform them of a sale or special offer - Top websites used by millennials in the last 30 days !

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Source: MRI Double Base 2013, youtube.com


DIGITAL RECOMMENDATIONS

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:17 VO: Whether it’s surfing, roller blading, rock climbing, or painting, you need energy to pursue whatever activity makes you, you. With 13 grams of protein and only three all natural ingredients, Daisy Cottage Cheese is the fuel you need to power your unique craft. Download our app to get inspired by some sincerely different recipes and ideas for how to make cottage cheese your own

DIGITAL RECOMMENDATIONSHulu Ads: - Screen takeover during commercial break, which gives the viewer the choice of

three different advertisements to choose from - One of the most popular sites used by millennials !

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DIGITAL RECOMMENDATIONSYouTube Channel Ads: - PreRoll before popular videos targeted to demographic - Using Youtube analytics we won’t waste money on videos not seen, due to

their view ability policies - Sponsorships of cooking channels to improve brand image of health while

gaining awareness of brand name - Product placement in cooking videos to subtly raise awareness and increase

impressions - One of the most popular sites used by millennials in the past 30 days !

Popular Youtube Channels: LauraInTheKitchen: 1.2M Subscribers OnePotChefShow: 188,040 Subscribers LeanBodyLifestyle: 190,200 Subscribers



DIGITAL RECOMMENDATIONSBlogs: - Since blogging is one of the most highly indexed activities done by the millennial target market, it is a great

opportunity to be mentioned by health aficionados to improve credibility - Focus on health related blogs and blogs that fall under the brand authority of the campaign “Sincerely

Different” - Example blogs:

- Food Politics - Precision Nutrition - Not Without Salt

!Display ads on popular sites: - Deliver dynamic ads that change in real time according to various changes in the market, such as location

of user, time of viewing, and the offer available !Banner ads on apps: - Partner with a mobile network that has AppVerification abilities that can use WiFi to determine the apps

that someone has on their phone and target them accordingly



DIGITAL RECOMMENDATIONS

Mobile Banner:

Digital Banner:

PRINT AND OUT OF HOME!

Goals: - Use the top magazines read by millennials to reach them in a format that they

believe to be an informative source for the latest styles and trends - Use outdoor advertisements to incorporate the brand image in a non-traditional way

to capture their attention and get our “Sincerely Different” brand messaging across !

Why Magazines? - 60% of millennials believe that magazines keep them up-to-date with the latest

styles and trends - Second most used form of media by millennials !

Why Wall Paintings? - 64% of millennials have been exposed to billboards in the last six months

Source: MRI Double Base 2013, cosmopolitan.com


PRINT AND OUT OF HOME RECOMMENDATIONSMagazines: - Cosmopolitan:

- Place a full page color ad every other month - The 18-34 age range indexes at 190 compared to the rest of the population

- PEOPLE: - Split run a full page color ad along state or metro markets

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Wall Paintings: - Place in major cities with high traffic to get the most number of impressions - Spread out over the U.S.:

- Chicago, Miami, Washington D.C., Los Angeles !

Source: MRI Double Base 2013


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“”

I eat cottage cheese to maintain the stamina I need to board like a boss. Daisy is unique because it has just three natural ingredients, so I know it’s real energy I can depend on.

— ANTHONY, 22

“

”

I love being outdoors and am constantly on the go, so I eat cottage cheese to refuel. Healthy foods with natural ingredients matter to me, and Daisy Cottage Cheese has the fewest and simplest ingredients, so I know it’s a food I can trust.

— NATASHA, 24

“

”

SPONSORSHIP!Goals: - These sponsorships would be dealt with separately, but the common theme would be the brand recognition

involved with the millennial related event, as well the ability to give trial product out to the consumer directly, allowing for brand interaction

!Why Event Sponsorship? - 76% of festival goers say they feel more favorable toward brands that sponsor a tour or concert - Millennials over index for attending art galleries or shows - Perfect platform to build brand authority for Daisy Cottage Cheese, to make sure its image goes further than

just the product !Athletic Sponsorship - IFSC Rock Climbing World Cup - World Rafting Championships - Gibbon Slackline Contest - Whistler Longboard Festival - XTERRA Sponsor

Source: MRI Double Base 2013, Futurecast

Event Sponsorship - Bonaroo & SXSW - Art Festivals Across the Nation - Farmer’s Markets in Large Cities - Beer Festivals ie. Oktoberfest, Boulevardia - The Grilled Cheese Invitational - Jack Daniels World Championship


TV SHOW PRODUCT PLACEMENT“Portlandia”: - Popular show among millennials that matches the brand image of

“Sincerely Different” very well - To have our product be mentioned or seen in the show in a positive light

would get mass reach and improve credibility for Daisy Cottage Cheese !


Take a Daisy Cottage Cheese fanatic and make them the spokesperson Hold the festival in a large city-possibly Austin, Texas

Make the date the day daisy perfected their cottage cheese !

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DAISY’S NATIONAL COTTAGE CHEESE DAYI Social Media II Digital III Print and Out of Home IV Sponsorship V Product Placement VI Guerrilla

DAISY’S NATIONAL COTTAGE CHEESE DAY


Dig

ital L

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WHERE’S DAISY?

DAISY’S MOBILE APP

CAUSE BRANDINGWhy it works for the target audience: - Millennials embrace authentic cause marketing and align

to brands with a purpose - Approximately 66% of millennials reported using social

media to address or engage with companies around social and environmental issues. 20% leverage social media to support corporate social efforts

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SINCERELY SERVING- Three in five K-8 public school students regularly come to

school hungry - Consequences of hunger in schools include inability to

concentrate, poor academic performance, headaches and stomachaches

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Serving 13 grams of protein. Serving nutritious lunches to children in need. Serving the community

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Daisy’s Sincerely Serving initiative strives to end childhood hunger in communities nationwide by

inspiring change in school lunches

SINCERELY SERVING

SINCERELY SERVING !

- For one day, you can take part in helping end childhood hunger

- Give up your lunch for a day and share a photo of your empty plate with friends online, and Daisy will supplement a serving of Daisy Cottage Cheese to a child in need

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Sharing for a Serving

SINCERELY SERVING Sharing for a Serving

SINCERELY SERVING - Reach out to local chefs and dietitians to hold nutrition workshops in

local schools. These influencers can speak to: - Improving diets - Meal-planning on a budget - The value of Daisy Cottage Cheese

- Workshops will establish Daisy as a top of mind product for students and teachers - Sessions will provide great visual opportunities for local media - Exposure will increase awareness for the Sincerely Serving Initiative

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School Lunch Nutrition Education Campaign

Create, build, and manage the relationship between Daisy Brand Cottage Cheese and millennials, while building awareness and affinity for the brand’s product by making it relevant

- Create and recreate the relationship between cottage cheese and millennials

- Create buzz around product through consumer outreach, specifically targeting millennial audience

- Get our product (back) into their hands and on the food radar for our target market

- Create an engaging and entertaining way for millennials to participate with Daisy Brand Cottage Cheese

PUBLIC RELATIONSGoals and Objectives

Build on quality product reputation by sharing it to a demographic of consumers (millennials) who:

- Are starting to make food buying decisions on their own - Put an emphasis on eating healthy - Rely on stretching their dollar and are budget conscious - Appreciate a versatile food that can be used in many different ways !

Tactical Plan: Targets - College Move-In Days - Target “Sincerely Different” Campuses - 4 Primary Markets

- University of Texas at Austin (Austin, Texas) - Portland State University (Portland, Oregon) - Brown University (Providence, Rhode Island) - New York University (New York City, New York) !

PUBLIC RELATIONSExternal Approach

Ending the “Freshman 15” - Daisy and ground crew members present at move-in days - Highly visible area in the vicinity of move-in activity - Hand out free samples of Daisy Cottage Cheese - Highlight healthy snacking options with Daisy Cottage Cheese - Healthy snack during stressful move-in day

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PUBLIC RELATIONSEnding the “Freshman 15”

Sincerely Different Video Competition - College students - Create Vine Video - Showcase how they are “Sincerely Different” in 6 seconds - Winning video wins Black Keys concert for their entire campus

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PUBLIC RELATIONSVideo Contest

Blogger Kits: Design custom Daisy lunch boxes to distribute to bloggers - Tie-in with Daisy Sincerely Serving

- Challenge bloggers to share the initiatives of Daisy Sincerely Serving - Invite bloggers to have their followers involved in helping end childhood

hunger - Have bloggers post images of how they packed their Daisy lunch boxes

- Working moms are constantly searching for fast and healthy idea for lunches on the go

- This pitch would lend well to sharing on Pinterest and other social media outlets !

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PUBLIC RELATIONSInfluencers Relations

- Health & Fitness – Daisy’s 13 grams of protein, simple ingredients and nutritious benefits would be of interest for this category

- Food – Food bloggers include local chefs, bloggers with online cooking demos and food “watch dogs”. Bloggers will be pitched for posting ideas focused on Daisy as a high-quality product for the kitchen and on the go

PUBLIC RELATIONSInfluencers Relations

As Daisy garners consumer-created recipes for product promotion, a custom Daisy recipe book will be published

with Daisy’s favorite recipe submissions

DAISY RECIPE BOOK

DAISY RECIPE BOOK

GRAB OUR ATTENTION

- Tell the Story - Stand for more than our bottom line - Reintroduce and Educate

THANK YOU FOR YOUR TIME!

QUESTIONS?

daisy pitch presentation

Food

millennials millennials

cottage cheese millennials

cottage cheese daisy

mindset millennials

daisy cottage cheese

different daisy

journey daisy

cottage cheese cool