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