well rounded, all around

Table of Contents Executive Summary

Eggo Waffles already owns one of the most

well-known advertising slogans of the past several

decades. The slogan, “Leggo my Eggo,” has

helped position Eggo on top of the frozen waffle

industry as well as allow the company to gain a

large competitive advantage in the overall

breakfast foods category. Our team’s mission is to

reposition the Eggo brand away from a child-

exclusive choice, towards a great tasting and

nutritious breakfast option that fuels and prepares

older consumers for their everyday lives. Our

campaign will maintain the top-of-mind

awareness that Eggo has already established, yet

transition it away from kids and to their mothers for

personal consumption. By utilizing the shape of

the product, we have innovated a new brand

identity and message that will satisfy a completely

new target audience of women, ages 18-35. Ourslogan “Well Rounded, All Around” emphasizes

the healthy benefit and convenience of the

waffles, which are the premier choice to start off

a regular busy day. Eggo now allows one to

successfully carry out a well rounded daily life by

providing nutrition, great taste and expedience.

Agency Brand Strategy

Situation Analysis

Objectives

Research

Creative

Media

Brand Activation

Marketing

Recommendations

Evaluation

Appendix

2

3

6

7

10

19

27

28

29

30

In order to successfully reposition Eggo’s

brand, we have created several key

marketing goals and objectives. As a result

of our campaign, we strive to increase Eggo

sales by 5% while introducing and

implementing a completely new brand

identity in the consumer mind. With a budget

of $27 million, our goal is to create a

comprehension of 80%, a conviction of 30%

and a purchase intent of 30% for the

brand. We also hope to gain an effective

reach of 80% and an effective frequency of 5%. Our “Well Rounded, All Around”campaign will be national among several

mediums including TV, print, interactive and

billboards that will specifically focus on our

target audience (women 18-35). In order to

increase awareness and comprehension of

the repositioning, Eggo will introduce a brand

new packaging style complimentary to a

introductory advertising campaign. After the

brief initial introduction is complete, the “Well

Rounded All Around” campaign will kick off

to successfully change Eggo’s image as the

premier breakfast option for women, ages 18-

35 who need a healthy and convenient

source of energy to start of their hard-pressed

days.

Agency Brand StrategyThe Special Ingredient Advertising

Agency: TSI Advertising

Ingredients:

Transition already established brands into new target

markets by repositioning brand identity and

messages.

Specializes in the promotion and advertising of

products within the food industry.

Innovative ideas and practices allow the agency to

consistently carry out successful campaigns that

meets and/or exceeds all of the clients needs.

Recipe for Success:

Cooking is a science as well as advertising. TSI

Advertising is made up of industry leaders whose

expertise in food advertising and promotion is

unparalleled. By implementing the key ingredients

and strategies of IMC, our agency successfully

creates, maintains and remodels brands by

unprecedented techniques and inventive ideas. Our

campaigns utilize all aspects of promotion and

awareness methods, which integrate to convey

successful and clear brand messaging.

ALLERGY WARNING: May contain large amounts of success, innovation and professionalism.

Overview

Situation AnalysisHistorical Context:•1930’s

Eggo waffles were invented by Tony, Sam, and Frank Dorsa

•1953Eggo waffles introduced into supermarkets across the countryEggo waffle were unique and became popular because they didn’t require a waffle iron to prepareEggo waffles their name because of their “eggy” batter

•1970’sKellogg’s bought Eggo wafflesSlogan “Leggo my Eggo” has been with them since

• 2009An Eggo shortage begins due to flood damage in their Atlanta bakery.

Several upgrades and repairs at their other bakeries cause the shortage to continue.2010: Eggo shortage still continues

Competitive Forces: Currently Eggo holds a 73% market

share of the frozen waffle market. The remaining market shares are held by

small and generic brand frozen waffles. Other competitors include alternative breakfast products such as Poptarts, Toaster Strudel, Jimmy Dean Breakfast Sandwiches, and various cereal brands.

Economic Forces:

Currently our economy is experiencing a bit

of a downturn. In hard economic times people

are much more likely to purchase inexpensive

foods.

Legal/Regulatory Forces:

In 2010 the FDA found Listeria bacteria in

some of Eggo’s products. Several sanitation

problems were also found in the plant. It took

several attempts and warnings, but Eggo

products are now safe to eat again.

Sociocultural Forces:

There is a growing trend among women

being generally self-conscious about their

health, eating habits, and appearance. Young

adult women tend to strive to adopt healthy

eating habits, but want to do so without

spending much time and effort. Quick, healthy

food options are a must for women with careers

and children. Eggo waffles are normally seen

as a kid’s food and aren’t generally considered

a healthy breakfast. However, the Eggo brand

has good brand equity and is well-known.

SWOT Analysis

✚Well established brand under the Kellogg Corporation

✚ Eggo waffles are a fast, easy, and convenient way to

get breakfast in before a big day.

✚ Eggo Waffles are considered a healthy choice

among competitors, and has added other healthy

options as well such as multi-grain to further improve

their health image

✚ Available at almost all grocery stores, supermarkets,

and warehouse stores nationally.

✚ Is a non-perishable item that will last for weeks in a

refrigerator or freezer after purchase.

✚Is a cheap breakfast alternative compared to other

traditional breakfast options such as eggs, pancakes, French toast, etc.

✚ Limited number of waffles provided in standard

packages

✚ Production issues have caused a shortage of

waffles and reduction in profit.

✚ New flavors have received mix reviews for lack of consistency.

✚ Eggo’s new health options can appeal to

much larger crowd around America, especially

since obesity is becoming a problem.

✚Product credibility over the years will be a

significant advantage for brand extensions or

creation of other Eggo products.

✚Eggo is the top waffle brand in the market right

now because of their great success with the

“Leggo my Eggo” campaign, which has

decreased the need for consumer advertising. As

a result they can focus more time in developing

new and more diverse products to compete with

other breakfast food companies.

✚Production problems may allow other breakfast food corporations to increase their product mix and combat Eggo’s dominance in the waffle

industry.

Strengths Opportunities

Weaknesses Threats

Competitor Analysis

Aunt Jemima is the current

leader in syrup production,

meaning consumers may

already associate the brand with

breakfast foods. Aunt Jemima’s

waffle mix, however, is a time-

consuming process that involves

other ingredients and baking

utensils.

Van’s Natural Foods

Waffles are Eggo’s leading

waffle competitor, but

they focus primarily on

natural foods, a small

niche market. Vans also

provide little advertising for

the promotion of their

products.

Jimmy Dean Cereals

Aunt Jemima Van’s Natural Foods

Breakfast cereals are widely

accepted as a quick and easy

breakfast that provides a

multitude of different brands and

and variety of types. However,

while cereal is a typical go-to

quick breakfast, it’s not entirely as

filling as a waffle would be, nor is

it as satisfying as a warm

breakfast.

Jimmy Dean is a leading provider

of frozen breakfasts, with a product

line width featuring sausages and

breakfast sandwiches. However,

Jimmy Dean does not provide

waffles in their product mix, a major

disadvantage.

Objectives

Marketing ObjectivesTo increase Eggo waffle sales by 5% by

the end of the campaign

Advertising Objectives•Increase comprehension of message

by 80%

•Increase conviction of the audience

by 70%

•Increase Purchase intent by 30%

Time Frame•Our campaign will be a yearlong

investment beginning in February 2011, and

ending in January 2012

Out of Home, 9%

Production , 5%

Print, 29%

Television, 37%

Internet, 20%

Budget

Print $ 7,934,761.00

Television $ 9,922,080.00

Out Of Home $ 2,511,960.94

Internet $ 5,280,000.00

Production $ 1,351,000.00

Total $ 26,999,801.94

Budget Summary

This yearlong campaign had a $27,000,000 budget, which we allocated to a number of different media vehicles. The majority of the budget was spent on television and print media, with additional funding for billboards, internet, and production costs. We felt the most effective way to reach our audience was through print and

television advertisements because of the nature of the audiences lifestyle. The ads were created with specific intentions in mind to help the audience easily relate, and they will be strategically executed during specific periods so that they will be exposed to the greatest amount of our target audience.

ResearchResearch Objectives•Analyze MRI data to accurately identify our

target audience

•Discover top media outlets to effectively

reach our target audience

•Identify the most popular Eggo waffle

flavors among our target audience

•Distinguish the consumers perception of

Eggo waffles as a healthy meal choice

Primary Research•Created a survey to be distributed to our

target market to determine their Eggo waffle

preferences, perception of the brand, and

valued features they look for in breakfast

products.

•Conducted a consumer behavior

observation to determine what type of

customer is purchasing Eggo waffles and

what flavors they choose.

Secondary Research•Analyzed Eggo’s current marketing material

(advertisements, commercials, website)

•Consulted MRI data for specific details

about our target audience including media

usage, income, and lifestyle

Target Audience

She is “well rounded, all around.”

Jen is a 32-year-old

woman from an upper-

middle class family. She

attended New York University for her

undergraduate and Columbia for graduate school.

She works as senior clothing buyer at a prestige-

clothing store in New York City. She has been

married to her husband James for six years and they

have two kids together, Madeline, age 4, and Sam,

age 2. James also works in the city as a partner at

an investment bank. There annual household

income is around $300,000.

Jen is very busy but still wakes up at the crack of

dawn every morning to exercise before she starts her

day. She devotes her life to her family, work, and

health. She is all about balance; she enjoys a night

out with her husband just as much as a day at the

park with the family. She is an avid reader of OK!

and Better Homes and Gardens, and is frequently

checking websites like Career Builder.

Meet Jen…

ResearchTarget Audience (Continued)

Meet Kristal…She is “well rounded, all

around.”

Kristal is a 19-year-old

sophomore at Rutgers

University; she comes from an

upper-middle class family.

She is a dedicated academic

student and is also a captain

on the Rutgers girl’s soccer team. She believes in the idea of a “healthy

body, healthy mind.” She is also a member of

many clubs and organizations on campus,

which leaves her with little time in her

schedule.

Kristal is very busy, but does not allow it to

get in the way of her health and well-being.

When she does get a break from school, she

likes to sit back and watch shows like Gossip

Girl and America’s Next Top Model as well as

reading magazines like Elle and

Cosmopolitan.

Meet Ashley…She is “well rounded, all around”

Ashley is 26 years old working

professional. Ashley currently works

as a Reality Agent for a boutique

Reality Agency specializing in loft

spaces. Ashley attended Carnegie

Mellon for undergraduateeducation, and that is where she met her fiancé,

James. James works in Marketing for independent

films and work long hours as does Ashley. They are

both very health focused and love to run together

and compete in races on the weekends.

With there busy schedules Ashley prefers a

quick meals in the kitchen, without sacrificing taste

or nutrition. When getting a break from her busy

lifestyle Ashley likes to escape by watching shows

like Grey’s Anatomy and The Biggest Loser and

reading magazines like Self.

Based on our research, the target audience is made up of a diverse group of women who are always looking to make improvements in their lives. They strive to be successful in any

and every goal they set for themselves. With such high expectations, they rely heavily on their bodies to get them to where they need to be. They place a high importance on what they chose to fuel their bodies with every day, starting with the most important meal of the day… breakfast.

“Well Rounded, All Around” is what everyone strives for in

their everyday lives. To be enthusiastic about opportunities and possibilities is essential to a healthy lifestyle. This campaign strategy looks at the many preoccupations women have in life and how starting the day off with a better breakfast can help them perform to their fullest potential.

With the help of Eggo Nutri-Grain waffles the target market of women can achieve all that they are expected to juggle on a daily basis. This includes fulfilling every duty from mother to wife and from employee to friend. The advertisements will express this by demonstrating women in different situations, and subtly recognizing how an Eggo breakfast got them there.

The print and television advertisements will be relatable to the target market. Women aged 18-34 will identify with the advertisements and will find value in what Eggo has to offer them, potentially initiating a long term relationship with the brand. The additional print and billboard advertisements will serve as reminders of the product for returning consumers. The synergy of the campaign and selection of marketing mix will allow for the most efficient results in targeting the target market.

Campaign Strategy

Our goal in our Eggo campaign is to increase

sales within our target audience while

simultaneously building their brand loyalty. Since

our target audience are primarily women ages

18-35 with families, we really want to stress the

importance of a healthy breakfast, and position

our product as a nutritious, quick, and easy way

to provide a morning meal.

Eggo provides for its target audience both

an easy and nutritious breakfast. Our products appeal to moms because it makes an everyday

breakfast easier to make. Since more mothers

are out in the workforce, and now more than

ever many families are run by single parents,

juggling the responsibilities of both a job and

raising children can be hectic. We want to

position Eggo as a quick, tasty breakfast that

doesn’t require much preparation or cleanup-

perfect for mothers (and their kids!) who are on

the go. We want to also appeal to their desire

to raise healthy children by introducing our

Nutri-Grain and low-fat waffles, so our target

audience will feel satisfaction in buying a

nutritious product for their children. By

appealing to both our audience’s desire to provide nutrition for their kids and their need for

quick, easy cooking alternatives, consumers of

our product will be viewed as smart, actively

engaged shoppers who are conscious about

what their children eat.

Brand Value Proposition

Creative

THE BIG IDEA

“well rounded, all around”Stresses the product’s healthy benefit and it being an easy, tasty

and healthy start of the day while also playing off the circular shape of the product.

The Creative Strategy

To accomplish our objectives for the campaign, our agency

has created a complete promotional campaign that contains

a diversified media mix to reach our target audience frequently

and effectively. Our strategy entails a very brief introductory

campaign in order to raise awareness for the new brand image,

which will fluently integrate into the “Well Rounded All Around”

campaign. Advertisements will utilize the shape of the product

by portraying it as a circle of the brand’s promise of providing a

well rounded breakfast choice that allows our target audience

of women to be prepared to carry out their daily routines.

Various lifestyles will be exhibited within our target audience in

order to show the diversity of the benefits Eggo is able to

provide. The campaign will construct and establish a new

brand identity for Eggo Waffles that relates to and provides for

our target audience.

Creative

Art Direction

Our array of advertisements are designed

to visually showcase the brand’s new identity

and message by providing consumers with

colorful and attractive imaging. The design

emphasizes the circular shape of the

product and how it interacts with the target

audience on a daily basis through several

different aspects of life. Print advertisements

will be full page with full-bleed color

distortion, however the strategically placed

waffles will be completely clear in order to

catch the consumers eye more effectively.

In order to emphasize the new message

to our target audience, the advertisements

will visually display the advantages of

choosing Eggo as a breakfast choice and

the results it produces in a colorful yet

productive manner. Personal resonance is a

key factor in our design, which is exemplified

in many instances for our target audience to

show how the Eggo brand can enhance

their everyday lives.

Copywriting

The copy for our campaign is limited, yet very

effective. Each advertisement will include the new slogan “Well Rounded, All Around”, which serves as

the primary message conveyed to our target audience.

The focus of each advertisement’s copy is to explain

and engrain the brand message into the consumer’s

mind in a simple and memorable fashion. In order to

achieve this, we decided to include the slogan as well

as the already established Eggo logo, where both will

integrate with one another to establish the new brand

while still resonating with the original product. The print

advertisements will contain a small amount of additional

copy on the bottom, which explains how Eggo aided

the character in the advertisement’s exhibited situation.

Print Advertisements

Print Advertisements

Television Advertisements

1. WS: Helicopters surround a

tower of something covered with

spotlights shining into the sky.

Drape begins to fall.

VO: Pilot in helicopter: “It’s finally

about to be unveiled!” with

dramatic background

anticipatory music playing.

2. MS: Drape begins to fall

onto street as the tower of

waffles is becoming visible.

3. CU: Crowd of people pointing and

looking at the tower of waffles. AUD:

Crowd asking what it is in

astonishment.

4. MS: Complete tower is showcased

and highlighted as strobe lights and the

crowd erupts in excitement.

AUD: Music reaches climax as crowd

explodes in cheers.

5. WS: Show waffle tower as part of

city skyline from helicopter view.

VO: “Introducing the brand new

Eggo. Well-Rounded All Around”

Television Advertisements

1. MS: a woman, presumably

just woken up, reaches into the

refrigerator to grab the bag of

Eggo waffles.

2. CU: woman popping Eggo Waffle out

of toaster.

VO: When you start your day with Eggo

Whole Grain Pancakes, your day truly

starts to roll… When the toaster is pushed

down fast paced, exciting music starts.

3. CU: Woman tosses the waffle out the

window like a frisbee

4. WS: Woman then at the gym

catches the waffle which is now the

size of an exercise ball, puts it

underneath her legs and begins to

do sit ups, she then takes the waffle

ball and throws it over her head.

5. MS: Woman at work then

catches the waffle now the size

of a small ball and she begins to

squeeze it like a stress ball while

on the phone, then tosses the

waffle over her shoulder.

6. CU:Woman catches the

waffles then places them over

her eyes.

7. MCU: Shot of Eggo Waffles with new

packaging

VO: With the help of Eggo, you too can

be “well round, all around”

Out-Of-Home Advertisement

Banner Advertisement

Interactive Advertisement

Creative Testing Media PlanIn an effort to test our ideas for Eggo’s new

“well rounded, all around” campaign we took

part in pre-testing of our creative concepts

and ads.

We used digital surveys and evaluated

current Eggo customers in our target audience

of woman 18-34 at supermarkets. We tested

current shopping habits and current

perceptions on the connection between

health and frozen waffles. The survey takers

were asked these questions:

•How old are you?

•If you have kids, how many do you

have?

•Do you work?

•Which meal do you have the most time

to prepare for?

•When considering healthy breakfast

options, do frozen waffles come to

mind?

By pre-testing we were able to be sure that

our campaign was targeted and addressing

the key points and concerns to our target

audiences.

Media Objectives

Reach and Target Audience:

In order to reach our target audience of

women ages 18-34, we will utilize four

communication mediums to efficiently spread

our advertising message: television, print,

interactive and out-of-home.

Geographic Scope and Placement:

Our entire advertising campaign will run

nationally, specifically our print, interactive, and

television advertisements. Our out-of-home

billboards will be placed especially close to

urban and suburban areas.

Message Weight:

Our message weight for our television, print,

and interactive media will be a primarily even

distribution across the nation. Our out-of-home

advertisements will have an emphasis on major

cities in the Northeast, like Newark, Boston, and

New York City.

Media Strategies

Media Strategies Media Lengths and Sizes

The first two months of the campaign will

introduce the new Eggo packaging design with

a dramatic 15 second commercial. During the

rest of the campaign a 30 second commercial

will be used to emphasize the many benefits of

Eggo Nutri-Grain waffles.

Our billboards will be 30-sheet bleed 10’5” x

22’8” W with creative components that will have

a toaster with toasted Nutri-Grain Eggos jutting

out of the top of the billboard.

Our magazine ads will be Full Bleed 8.625 x

11.063 and also there will be one two page

spread ad for the exercise focused ad. Internet

ads will consist of a 468 x 60 banner ad.

Effective Reach – 80 %

Effective Frequency – 5 %

Continuity:

Our campaign will be in effect for approximately

12 months starting from February 2011 until January 2012. TV commercials will follow a pulsing advertising pattern to capture the audiences during key time periods such as the back to school season and the

winter holidays. Billboards will follow a flighting pattern to capture the attention of the many target audience members who travel to major cities during the holidays. Internet ads will follow a continuous advertising pattern to maintain continuity throughout the duration of the campaign. The Television commercials will also follow a pulsing pattern for the proper introduction of the new package design. The 15 second commercial featuring the new design will be played often during the first two months of the campaign. The 30 second commercial will be played continuously throughout the rest of the campaign.

Media Choices: Television

Desperate HousewivesABC's "Desperate Housewives" has ranked as the top

non-sports program in the hour in both Total Viewers and

Adults 18-49 for multiple weeks, with approximately 11.8

million viewers. Making its debut in the fall of 2004

“Desperate Housewives” continues to capture the

attention of millions of viewers six years later. Targeting

the audience through a show like “Desperate

Housewives” is efficient because it reached a significant

share of our target audience of 18-34 year olds.

Grey’s AnatomyPremiering in March 2005, ABC’s “Grey’s Anatomy”

has attained a number of awards in its six seasons

including a Golden Globe for Best Television Series

and three Emmy awards for acting, writing, and

directing. The average total viewership per week is

about 13.25 million people in its sixth season, ranking

at number 17 on Nielsen’s 2009-10 Broadcast

Primetime Shows.

Gossip GirlThis CW television series is based on the book series

Gossip Girl by Cecily Von Ziegesar. The dramatic plot

attracts a smaller but more specified audience of teens

with a viewership of about 2 million per week. This show will help capture the younger demographic Eggo is

trying to reach in promoting its products.

America’s Next Top ModelCW’s “America’s Next Top Model” has ran 14 full

successful seasons and CW plans to renew the show

for the 15th and 16th cycle. Although its viewership is

dropping, it still captures an important demographic

of 18-34 year old women who are interested in their

physical appearance and could potentially be open

to a new healthy choice for their breakfast meal.

The Biggest LoserNBC’s “The Biggest Loser” has been successful in

countries around the world and is in its 10th season in

the US. Its main goal is to promote a healthy lifestyle

through exercise and diet. The values of this show

mirror the values Eggo’s promoting with its new Nutri-

Grain line of waffles. By associating our brand with a

show like “The Biggest Loser”, we will capture the attention of an audience who is already looking to

make healthy lifestyle changes.

The Ellen DeGeneres ShowThis popular NBC daytime talk show aired its first

episode in September 2003 and has won 12 Daytime

Emmy Awards since. With an impressive 2.74 million

viewers per episode on average, Ellen comes in at

number 2 after Oprah, which is scheduled to cease

filming after this season. The Ellen audience members

are primarily women and should be targeted because

they also are more likely to have children and a busy lifestyle, making them the perfect candidate for the

speedy breakfast choice Eggo Nutri-Grain waffles.

Media Choices: Print

US WeeklyAccording to MRI, Us Weekly has an index of 141

among current Eggo Homestyle waffle purchasers,

who are primarily 35-44. This magazine attracts the

target audience we are looking to reach by covering

topics such as latest fashion trends, beauty, and

entertainment. It is a weekly magazine therefore, we

are able to increase the advertisement frequency at

an affordable price.

OK!

OK! Is also a weekly magazine where we chose

to advertise our product because of its audience of

readers. For this magazine, we chose specific issues

to put our ad in because of their relevance to the

Eggo Nutri-Grain waffles. The June 20th issue will be

the Body & Soul issue centering on health and fitness

for summer, the August 29th issue will be the Back to

School issue. By placing our ad in specific

magazines, we can further narrow our audience. Cosmopolitan

59% of Cosmopolitan readers are women 18-34 with

the median age being 30, making this the perfect

medium to capture our target audience. On average

5.8 women read each copy, accomplishing an even

greater reach for our advertisement.

Better Homes and GardensThis magazine focuses on personalizing a home

and emphasizes creating memories with a family, this

is consistent with the message of our campaign

because Eggo has a benefit to offer everyone in the

family. Twenty percent of its editorial makeup is

dedicated to food and nutrition making the perfect

outlet for Eggo to emphasize its nutritional benefits,

especially during back to school season when things start to get chaotic again for the portion of our target

audience who are mothers.

Elle

With a readership of 23 million people globally, Elle

magazine reaches a large audience of women who

read for a number of different reasons. The magazine

strives to stay ahead of the fashion trends while

encouraging self-expression. Although this magazine

focuses mainly on fashion, the inner beauty of health is

essential to their values as a magazine. The Nutri-Grain

Eggo waffles are a healthy choice that will appeal to

Elle readers who are looking to make healthy choices.

SelfSelf is an important vehicle to use to reach our

audience because it highlights empowerment through

a number of resources including health specifically. With a total average paid circulation of over 1,500,000,

Self assists its readers in becoming better people

starting with the inside. Eggo can align themselves with

these values to accentuate the same beliefs in

feeding your body what it deserves.

Media Choices: Print

Fit PregnancyThis magazine captures an important specific

demographic of pregnant women in our target

audience. These women are more concerned about their health now than ever because of their condition,

especially since 64% of the readers are first time

parents. Not only are they in our target age range,

they are also an affluent, educated, and professional

group which is consistent with the current purchasers

of Eggo Homestyle waffles. To help them make the

switch, purchasing ad space in this magazine will help

raise comprehension and conviction. There will be a

two-page spread promoting Eggo’s potential

advantages during a workout.

Real SimpleReal Simple is a magazine that provides inspiring

ideas and practical solutions to help ease the stress of

an overwhelming lifestyle. This is the lifestyle most

women in our target audience live, and this magazine

helps 8 million of them every month. Although the

median age is on the older side of our target, each

reader spends on average 45 minutes reading the

magazine. This is a considerable amount of time for

Eggo to capture the attention of this otherwise busy

audience.

Media Choices: Web

Career BuilderCareerbuilder.com is visited by a large number of our

target audience members because of their current stage

in life. Many young professionals are concerned about

their career, making this a great site to emphasize the

importance of starting every day off on the right foot with

a nutritional breakfast. CNN

CNN.com is where a large portion of our audience

gets up to date information about what is going on in the

world. They go there to get information fast, which mirrors

the speedy preparation time of Eggo waffles. Elle

Elle.com has 2,168,719 unique visitors per month whostay for an average of 7.55 minutes. Many women

reference this site for fashion advice however, they are

also open to new trends in food. We will advertise here

during January and February to promote New Year’s

resolution ideas.

ABCABC.com is home of many important dates and times

for our target audience who are interested in viewing

shows like Desperate Housewives and Grey’s Anatomy.

Since we also chose to advertise during these shows,

there will be consistency and higher frequency for those

who are loyal to this network.

Media Choices: Web Media Choices: Out-of Home

OverstockOverstock.com is a savings site where many of our

target audience members find great deals. Since they

are in the shopping disposition while on this site, it is fitting

to advertise the Eggo waffle product.Hotwire

Hotwire.com is a valuable resource in scheduling and

planning trips for consumers. Many women seek

vacation time during the summer and winter seasons,

where Eggo waffles can help them reach their goals.

WeatherWether.com is where many women start their day.

The well-rounded women are always prepared for what

the day has in store for them including the weather

during the unpredictable winter months. Cosmo

Cosmopolitan.com is visited by a large number of our

targeted women because they are in search of advice,

entertainment, and gossip. This break in their busy lives is

a great time to reach for an Eggo to help distress and

finish the day at full potential.

PeoplePeople.com is an important resource for many

women to catch up on latest celebrity gossip and more.

With heavy female viewership, this site is perfect for

reaching our target audience.

Billboard

Our billboard will be strategically implemented in

multiple cities around the nation during the holiday

season. We chose this time because our target

audience is primarily women who live in suburban

areas. However, the holidays are a time where

families do the most traveling especially to major

cities to visit relatives, sightsee, or shop. By placing

the billboards in highly populated cities we will

reach the residents of the area as well as the many

visitors that will be there during the season. Right

now, the majority of Eggo sales come from the west;

therefore, there will be a heavier emphasis on cities

in the northeast because we feel there is a great

potential market in the area that have not yet

discovered the Multi-Grain Eggo products.

Media Flowchart

Medium Feb March April May June July Aug Sept Oct Nov Dec Jan

Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Total Execustions Cost

Cost Per Execution

Television 30-second

15-second spot 15s/30s 15s/30s

ABC "DesperateHousewives" 2 2 2 2 2 2 12 732320/1830808 183080/228851

ABC "Grey's Anatomy" 2 1 2 2 3 1 12 577108.8/1923696 192369.6/240462

CW "Gossip Girl" 1 2 3 3 1 2 12 142358.4/533844 47452.8/59316

CW "Americas Next Top Model" 1 2 2 1 3 3 12 224023.2/840087 74674.4/93343

NBC "The Biggest Loser" 2 3 2 2 2 3 14 513180/1154655 102636/128295

NBC "The Ellen Show" 2 3 2 1 1 2 11 400000/1050000 80000/150000

Total 10 13 5 3 5 5 5 5 3 6 5 7 72 $ 9,922,080.00

Magazine

Us Weekly 4 2 6 $1,126,956.00 $187,826.00

OK! 1 1 1 3 $222,150.00 $74,050.00

Cosmopolitan 1 1 1 3 $711,000.00 $237,000.00

Better Homes and Gardens 1 1 1 1 1 1 1 1 8 $3,128,800.00 $391,100.00

Elle 1 1 1 1 1 1 6 $751,800.00 $125,300.00

Fit Pregnancy 1 1 1 3 $156,315.00 $52,105.00

Real Simple 1 1 1 3 $494,400.00 $164,800.00

Self 1 1 1 1 1 1 1 1 1 9 $1,343,340.00 $74,630.00

Total 3 7 6 1 1 3 5 3 2 4 3 3 41 $7,934,761.00

Media Flowchart

Medium Feb March April May June July Aug Sept Oct Nov Dec Jan

Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Total Executions Cost

Cost Per Execution

Internet Frequency

Career Builder 10 $880,000.00 $11.00

CNN 5 $440,000.00 $11.00

Elle 5 $440,000.00 $11.00

ABC 5 $440,000.00 $11.00

Overstock 5 $440,000.00 $11.00

Hotwire 5 $440,000.00 $11.00

Weather 5 $440,000.00 $11.00

Cosmo 10 $880,000.00 $11.00

People 10 $880,000.00 $11.00

Total 4 3 1 2 1 3 5 4 2 2 2 5 34 $5,280,000.00

Billboard Population

New York 2 $ 1,007,025.70 $503,512.86 8,391,881

Los Angeles 2 $460,079.40 $230,039.70 3,833,995

Chicago 1 $171,186.84 $171,186.84 2,853,114

Dallas 1 $77,972.52 $77,972.52 1,299,542

Philadelphia 3 $278,513.46 $92,837.82 1,547,297

Baltimore 4 $152,980.32 $38,245.08 637,418

Pittsburg 2 $37,387.64 $18,698.82 311,647

Boston 3 $116,130.42 $38,710.14 645,169

Washington DC 4 $143,917.68 $35,979.42 599,657

Newark 4 $66,756.96 $16,689.24 278,154

Total 4 4 2 6 7 3 26 $2,511,950.94

Brand ActivationObjective One:

Tie the movie Just Go With It to primary Eggo

target market to promote new product packaging

and increase product awareness.

Strategy:

Eggo will utilize the upcoming winter

blockbuster to appeal to the women targeted

in the SWOT analysis. The movie will present

short scenes in which the main character will

use an Eggo product that corresponds to the

events originally written in the script.

Objective Two:

Increase awareness for the health and

convenience aspects of Eggo products.Strategy:

Set up small stands in malls across the

country to give friendly information and incite

about the health aspects of Eggo waffles and the other products. Stands will allow customer

to personally get free samples and taste test

a variety of Eggo products. This strategy will

also assist in focusing the product towards the

target market. Customers in return will be able

to give feedback to each representative to

rely their thoughts and opinions over to the

company.

Objective Three:

Incorporate national sponsorship to increase brand

awareness.

Strategy:

Eggo will be the official breakfast of the US

Men’s and Women’s Ski Team. Their uniform

and equipment will incorporate the Eggo logo.

The men’s and women’s captain will serve as

Eggo brand ambassadors.

Objective Four:

Sponsorship: The Eggo “Think Healthy” iPod App

Strategy:Create an iPod touch/ iPhone application

sponsored by Eggo to inform readers of nutritional

facts and information about a variety of breakfast

products. The application will also allow users to

play trivia games regarding Eggo and have a

“Create your own waffle” feature that allows users to make any kind of waffle they want!

Facilitating a more functional lifestyle is the key to our “Well Rounded, All Around” campaign. We

feel the current package design of Eggo waffles is not the most efficient way of wrapping the product. For

an even more convenient access to the frozen product, we suggest redesigning the packaging to be

shaped more like a cylinder than a rectangular box. Our target audience values convenience greatly and

this new design will make it easier to access the waffles at any point in time. The new design will also add a

fresh new look of renovation and innovation to a traditional design. This will help gain attention from many

different consumer markets including our target audience by bringing attention to the new look.

Since the new packaging is important to our campaign, there should be high comprehension to

those who are frequent purchasers so that they will be familiar with the new look before it comes out. The

new packaging should not deter consumers, instead its convenient shape and style will attract them. To

help ease the transition, current Eggo products should have a notice on the box that advises consumers to

look out for a new and improved package design. In addition, the creative 15-second commercial will be

run for two months before the release of the new package design. The intention is to increase hype and

awareness of the new package design.

Eggo could also expand its market by offering a greater variety of Nutri-Grain waffles. They could

match their current products with Nutri-Grain alternatives. For example, have both Cinnamon Toast Mini

Waffles and Nutri-Grain Cinnamon Toast Mini Waffles, making the choice to switch to the healthy

alternative easier. Everyone’s favorite waffle flavor should be offered in both the original formula and the

Nutri-Grain alternative. This sector has plenty of room for growth, and its installment will only help expand

sales.

Another marketing recommendation we have for Eggo is to increase the number of outlets in which

it is sold. Since the target audience live such busy lifestyles, to help them access Eggo products they should

be made available in more locations. Types of stores to be considered include convenience stores, drive

through stores, and bodegas. This will help them make repurchases without having to do their scheduled

grocery shopping.

Market Recommendations

Evaluation

Waffle Products Comprehension Conviction Purchase of Intent

January 0.35 8 7 2.5

February 0.325 3.6 3.5 1.83

March 0.325 3.6 3.5 1.83

April 0.325 3.6 3.5 1.83

May 0.325 3.6 3.5 1.83

June 0.325 3.6 3.5 1.83

July 0.325 4 3.5 2.85

August 0.5 10 8 3.5

September 0.35 8 7 2.5

October 0.35 8 7 2.5

November 0.75 12 10 4

December 0.75 12 10 4

Total 5% 80% 70% 30%

Effective Reach

Effective Frequency

8 0.35

3.6 0.325

3.6 0.325

3.6 0.325

3.6 0.325

3.6 0.325

4 0.325

10 0.5

8 0.35

8 0.35

12 0.75

12 0.75

80% 5%

To measure the success of “well round, all around” we graphed quantitative results of the twelve-month campaign. We have made a time breakdown of our sales and advertising goals.

Our objectives:Increase waffle sales 5%Increase comprehension 80%Increase conviction 70%Increase purchase of intent 30%Increase effective reach 80%Increase effective frequency 5%

TSI Bios

Sam LedermanClass of 2012

Sudbury, MA

Major: Integrated

Marketing

Communications

Krystina PuleoClass of 2012

Babylon, NY

Major: Integrated

Marketing

Communications

Minor: Spanish

Danica NettiClass of 2012

Herkimer, NY

Major: Integrated

Marketing

Communications

George SitarasClass of 2012

Nazareth, PA

Major: Sports Media

Jeffrey SchnabolkClass of 2011

Ocean, NJ

Major: Theater

Arts

Management

Melissa BuckClass of 2013

Horseheads, NY

Major: Integrated

Marketing Communications