1. CAULIFLORA: AS UNIQUE AS THE PEOPLE WHO PREPARE IT Emily
Cummins, Amy Mulvey, Mary Schwappach, Ernesto Aveledo
SosaCauliflora
2. AGENDA Cauliflora
3. CONNECTION WITH DOLE Cauliflora Cauliflora
4. SITUATION ANALYSIS Cauliflora
5. THE PRODUCT CaulifloraEats.com Front View CaulifloraEats.com
Featured Recipe: Cauliflower Pizza Crust From: Liz Clarke, NY
Ingredients: 4 cups raw cauliflower rice 1 egg 1/3 cup cheese Pinch
of salt Pinch of Pepper Directions: Preheat to 300 Mix Ingredients
Line Pan with Mix Bake for 35-40 mins. Take a photo of floor
sticker and post on Twitter with the name of your recipe &
#Cauliflora #Whole Foods for your chance to be the next featured
recipe! Rear View As Unique as the People Who Prepare It!
6. CONSUMER DEMOGRAPHICS Gender Total 000 Projected 000 PCT
Across PCT Down Index Women 100,396 27,973 27.9 75.9 111 Men 46,863
8,871 18.9 24.1 76 Age: Women Total 000 Projected 000 PCT Across
PCT Down Index 25-54 55,563 14,381 25.9 39 103 18-49 53,302 12,332
23.1 33.5 92 18-34 25,363 5,106 20.1 13.9 80 Household Income Total
000 Projected 000 PCT Across PCT Down Index 60K-74.9K 14,839 4,040
27.2 11 109 75K-149.9K 37,577 10,867 28.9 29.5 116 150K+ 13,814
4,440 32.1 12.1 128 Cauliflora
7. TRENDS Rising Trends in Personalization & Convenience
Cauliflora Rising Trend of Obesity which leads to focus on healthy
eating Rising Trend in Farmers Markets Higher demand for fresh
produce Rising trend in consumers willingness to try new
recipes
8. COMPETITORS 1. Smaller Cauliflower Brands Andy Boy Ocean
Mist Farms Queen Victoria 2. Other Cruciferous Vegetables Broccoli
Green Giant (Target) Bok Choy Kale Cabbage Green Giant (Target)
Cauliflora
9. COMPETITORS 25% 11% 46% 18% Market Share of Canned Vegetable
Market Del Monte General Mills Private Label 3. Canned/Bagged
Vegetables 4. Secondary Vegetable Markets Cauliflora
10. CREATIVE BRIEF Cauliflora
11. MARKETING STRATEGY Key Fact: Consumers do not perceive the
versatility value of cauliflower. Marketing Problem: Generate
awareness of how cauliflower can be used in a variety of ways to
promote healthy living and an assortment of options.
Cauliflora
12. September October November December January February March
April- August MEDIA STRATEGY & PLAN Nashville Music City Food
& Wine Festival Promotion Prime Time Cable Television Magazines
Digital Display Ads Prime Time Cable Television Magazines Digital
Display Ads New York City Food & Wine Festival Promotion
Budget: $7 Million In all months: Brand Website Pinterest Twitter
Flighting Media Plan Cauliflora South Beach Wine + Food Festival
Promotion New York City Food & Wine Festival Promotion
13. MRI+ DATA CLASS & VEHICLES TV Projected 000 Inde x
Cable Services: Cooking Channel 6,768 125 Cable Services: HGTV
8,829 114 Cable Services: Food Network 11,042 111 HH subscribe to
Cable 19,107 104 TV (Prime Time): II 7,479 104 TV (Prime Time): I
(Heavy) 7,191 93 Specific Magazines Projected 000 Index Bon Appetit
1,772 148 Real Simple 2,389 146 Taste of Home 3,354 141 Cooking
Light 2,884 129 Good Housekeeping 5,018 129 Weight Watchers 2,169
124 Martha Stewart Living 2,519 122 Better Homes & Garden 8,617
119 Food Network Magazine 2,587 118 Parents 2,565 103
Cauliflora
14. Prime Time Television Magazines TRADITIONAL MEDIA Benefits:
Reaches Correct Audience Demonstration Ability Appetite Appeal
Benefits: Selectivity of Audience Appetite Appeal High Pass
Along/Long Life Weaknesses: Expensive Some Waste Coverage Fleeting
Message (15 sec.) Weaknesses: Non-Intrusive No Demonstration Long
Lead Time Cauliflora
15. TV AD STORYBOARD Our lives are busy. In the middle of the
hustle & bustle, it can be hard to make sure our kids are
getting the nutritious food they need. Especially when theyre
picky. Cauliflora: As Unique as the People Who Prepare It
www.CaulifloraEats.co m But it doesnt have to be difficult to find
something for everyone Connections to Other Media: Provides web
address & Pinterest/Twitter Icons Cauliflora
16. MAGAZINE MOCK-UP Connections to Other Media: Provides web
address & Pinterest/Twitter Icons Similar Image/Message to TV
& Mag. ads
17. Brand Website Pinterest Twitter Digital Display Ads DIGITAL
MEDIA Benefits: Free Media Offers Recipes Interactive Generates
Earned Media Cauliflora Benefits Connects all Media Offers Recipes
Always On Media Benefits: Free Media Interactive Generates Earned
Media Promotion Platform Weaknesses: Difficult to Drive Traffic
Weaknesses: Difficult to Drive Traffic Must Generate Content
Weaknesses: Lack of Control Must Generate Content Benefits: Direct
Clicks Contextual Media Cauliflora Weaknesses: Low Click Through
Rate Cauliflora
18. BRAND WEBSITE Forum Cauliflor a www.CaulifloraEats.co m
Link to Other Media: Provides Pinterest/Twitter Icons Videos from
Promotional Events on Videos Tab Recipes referenced on TV &
Mags. On Forum Cauliflora
19. PINTERES T Connections to Other Media: Provides recipes
referenced on TV & in Magazines Traffic driven here from TV,
Magazines, Website & Promotions Cauliflora
20. DIGITAL DISPLAY ADS MOCK-UP As Unique as the People Who
Prepare It! Cauliflora Connections to Other Media: Provides
clickable link to website Pinterest/Twitter Icons Similar images to
TV & Mags. Cauliflora
21. PROMOTIONS Cauliflora
22. CONSUMER PROMOTION: FOOD FESTIVALS Links to Other Media:
Offer recipes shown in TV, Mags, Banner Ads Videos of the events
will be uploaded onto Forums tab of Website
23. TWITTER CONTEST Co-Op Advertising Incorporates Retailers
Generates Earned Media Buzz on Twitter Gets Consumers to Work for
Us No Budget Necessary! Cauliflora 1. Take a picture of this
sticker on your phone 2. Post on Twitter with the name of your
favorite Cauliflower Recipe & #Cauliflora #Whole Foods for YOUR
CHANCE to be the next featured recipe on Cauliflora Packaging!
Visit us at CaulifloraEats.com & Follow us on Pinterest for
Great Recipes! @CaulifloraEat s
24. TWITTERCauliflower Popcorn Recipe!! #Cauliflora #Meijer
CaulifloraEats.com Featured Recipe: Cauliflower Pizza Crust From:
Liz Clarke, NY Ingredients: 4 cups raw cauliflower rice 1 egg 1/3
cup cheese Pinch of salt Pinch of Pepper Directions: Preheat to 300
Mix Ingredients Line Pan with Mix Bake for 35-40 mins. Take a photo
of floor sticker and post on Twitter with the name of your recipe
& #Cauliflora #Whole Foods for your chance to be the next
featured recipe! Rear View
