Shreddies Advertising Campaign 2013-2014

“Endless Variety”

Virginia Anderson, Dianne Gabriel, Gillian Ridgway, Katie Bice, Jackie Sless and Adam Whelan

Bev Atkinson

ADMC 100-02

December 3, 2013

*All sections represented are the work of Virginia Anderson

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Campaign Explanation

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Campaign ExplanationThe creative selling message for this campaign is “Endless Variety”. We want

consumers to use their imagination on the endless variety they have with

Shreddies. We are implying that each bowl of Shreddies can be different, as well as

several different ways they can eat Shreddies. (snacks, trail mix, party treats, bits n’

bites, and fruits and yogurt with your cereal.

This campaign will be launched at the beginning of August and end in

January. This will be at the end of summer when consumers will be getting back to

their routines and returning to work. We also want to make sure the campaign is

out before the Christmas season as we want to show the target audience the other

ways they can consume Shreddies over the holidays. The marketing for this

campaign will heavily take place between October to January. The majority of the

advertisements will be during 7am-7pm as that is when we believe the target

audience will be most active in their daily lives to view the campaign.

The target audience for this campaign is middle class adults between the

ages of 30-50 years old. They live busy and healthy lifestyles, and enjoy spending

times with their families. They are money conscious and enjoy a daily routine. They

primarily live in smaller suburban areas close to nature.

The market priority for this advertising campaign will be throughout Canada.

Brand awareness for Shreddies has already been established in this region. As most

of the consumers are already familiar will the product Shreddies we can ensure a

successful campaign. The campaign will be launched throughout most cities in

Canada. We will also use the campaign in most grocery stores in large cities and

rural communities.

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The campaign is called “Endless Variety”. The tag line we will be using for

this campaign will be two variations on this: “Endless Variety” and “The Variety is

Endless”. We presume that on their next grocery buying trip after viewing an

advertisement, consumers will purchase the product. The duration of this campaign

is six months, however the main advertising period will be during October until

January, and is where most of the campaign budget will be spent. We will be using

engagement advertising to track the popularity of the campaign online and see

which demographics are engaging and responding to the product.

Media Plan

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Media PlanMedia Objectives

Main Objective: Increase brand awareness and

purchase in consumers aged 30-50

Objective: Connect with consumers in the mediums they are most comfortable

with, using boldly coloured, simplistic graphics

Objective: Use a variety of different campaigns with a slightly altered conveyance

each time to maintain the message, but change the presentation to keep the

message fresh

Objective: Increase brand usage amongst the target demographic from non-

consumption to frequent consumption by the completion of the campaign

Objective: Offer incentives to increase consumption frequent and new customers

through promotional offers and testimonials. These will involve partnerships with

Goolife and other fitness communities

Media Strategy Prospect Definition: Middle aged, health-conscious if not already living a

healthy lifestyle. May have young children. Open to trying new things.

Product Usage: Snack, use in trail mix and party treats, breakfast and filler foods.

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Demographics: 30-50 years old with an income of $35,000-$55,000/yr. The consumer wants to save as much money as possible. They are supermarket shoppers and have little time for additional shopping. They enjoy noncomplex meal preparation and main a healthy meal and diet.

Psychographics/Behavior: Family-oriented people with smaller children. They may have a career in Management, but no live for their work. They would like to be more active. They spend their free time being with family and friends, as well was working around the house.

Y&R Report

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Y&R ReportKey FactShreddies are healthy, natural and made in Canada. They have a great taste and are great for snacking, at home and on the go.

Consumer ProblemConsumers have a wide range of choices in cereals that are healthy and appetizing. Many are owned by large multinational corporations that have infinitely more capital for advertising as well as a larger market to pull from.

Advertising ObjectiveIncrease brand awareness that attracts attention to the small, all-Canadian producer of a healthy cereal.

Create an advertising campaign that increases brand awareness through marketing to the target consumer.

Creative StrategyProspect Definition: Young, health-conscious if not already living a healthy lifestyle, small children (2-5 years old) open to trying new things but not exposed to them frequently

Product Usage: Snacks, use in trail mix and party treats, breakfast, filler foods

Demographics/ Geographics

Age: 30-60

Income: $25,000+

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Shopping/Eating habits: Wants to save money as possible, Super market shoppers, little time for additional shopping – non complex meal preparation, maintains a healthy meal and diet

Lives primarily in smaller suburban centres, close to nature

Psychographics/ Behaviourisms

Family-oriented people with smaller children

Career in management, but doesn’t live for it

Wants to be more active, but time rarely permits

Spends free time being with the family and working around the house

Principle competition: Cheerios

Sense of nostalgia, happy name, better promised experience, advertising and corporate sponsorship – high level of brand awareness

Consumer Benefit: Assist them in a healthy lifestyle, provide an alternative to other snack foods, fantastic for sharing, kids love them

Reasoning: Shreddies offers all natural whole grains as a smart snacking option, provides convenience for finger foods, and offer a number of opportunities for use in treats.

Transit & Billboard AdvertisementVirginia Anderson – Designer Statement

This series of advertisements are optimized for transit stations, particularly high-volume centre platform stations (e.g. Union Station, Yonge Station and St. George Station) as well as high traffic areas such as bus platforms and transit or commercial high-rise concourses.

Each image is designed to be wrapped around a support column, which is juxtaposed with an image of Shreddies, depicted with a variation on how it can be served (berries, snack food, nuts, original etc). This demonstrates the variety of flavours you can create with Shreddies and how you can get the flavour you want, every time.

The advertisement also spans to billboards, using the information from the transit advertisement blended to a single, unified poster. The text reads

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“Shreddies a la (name here) - The (type of serving here)” and displays the subject with their preferred Shreddies combination.

This advertisement highlights the highly customizable flavour of Shreddies and provides a relatable face to potential customers. It also provides ideas to consumers on how they might prepare Shreddies if they were to purchase them.

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The images have been put together using images of people within the target demographic, using flavour combinations that would interest the health-minded consumers targeted by the campaign.

The image of a middle aged woman connects with the core of food purchasers in the family and has a wholesome appearance which is consistent with the image of the product.

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- Endless

Shreddies™ - Endless Variety

The campaign can be expanded in to the realm of social media by asking consumers to share their special recipes for Shreddies, as well as helpful hints that can produce delicious combinations.

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- Endless

Shreddies™ - Endless Variety

The people depicted in the complete series of advertisements will be of average to slightly above average attractiveness to maintain a wholesome, realistic feel that is less imposing to potential customers

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- Endless

Shreddies™ - Endless Variety

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Shreddies™ - Endless Variety

Shreddies™ - Endless