Supremo Cane Vinegar

Campaign Proposal

April 12, 2011

Your Requirements

• Refine the current

campaign for the

brand.

• Produce new

tactical

campaigns

A quick overview

While it is true that Supremo has made a

mark on Filipina homemakers…

there is still a strong potential for Supremo

Vinegar that remains untapped…

But before heading there, let’s have a quick

peek into what our competitors are doing…

What’s going on with

Vinegar these days?

For the past

years, Datu Puti

has been using

humor to

communicate

what their brand

is all about…

While we believe It’s entertaining,

it veers too far from the main

purpose of vinegar in every Filipino

kitchen.

What about the others?

Other brands appear to have no distinct personality that consumers can identify with..

It seems that

consumers have lost

touch on the value

of vinegar in

modern Filipino

cooking.

The question is not

Why we love

Vinegar,

It’s, what’s there

not to love about it?

Vinegar is amazing, astounding and

versatile and the quality of the vinegar

used in cooking reflects on the food…

Unlike the generic quality of other

brands, Supremo Vinegar has a

distinguishable asim-sarap goodness

and Its purity and naturalness cannot

be matched by its competitors.

It’s time that we put

emphasis on the inherent

excellent quality of

Supremo Vinegar as

shown in its red, blue

and yellow nationalistic

colors.

Because in a sea of

green-tinted

competitors, Supremo

breaks away from the

mold.

We believe in making Supremo Vinegar

live up to its name…

Because it truly is the SUPREME vinegar

made for the SUPREME cook.

It deserves more credit from the target

market and a stronger clout in the trade.

So what do we do?

• We need to

create renewed

excitement for

the brand to

further heighten

market

awareness and

drive sales.

• The creative strategies contained herein

have been formulated with one objective :

Make Supremo the Cane Vinegar of choice.

It is not merely to remind or to make aware.

It is a Call to Action.

“Yan ang Supremong Konsepto para sa Supremong Suka!”

Creatives

Thematic Print 1 - Awareness

May Asim ng Supremo

Thematic Print 2 - Awareness

Ang Sarap ng Natural

Tactical Print Series 1 -

Ang Supremong Kilawin

Tactical Print Series 2 –

Ang Supremong Inun-Unan

(Paksiw)

Tactical Creative Symbol -

Kiko Kusinero

Kiko Kusinero

Chef Supremo Strips

Other Initiatives

Ang Sarap ng Natural Radio 30s

MVO: Ang best things in life, ay ang natural.

(sounds of trickling water)

MVO: Naamoy ito, (appreciative sounds of

smelling)

FVO: Nalalasahan, (appreciative sounds of

pleasure eating)

FVO/MVO: at hinahanap-hanap

FVO: Pagdating sa suka, Kailangan purong

asim na hango sa tubo.

FVO: Para umaangat ang lasa ng

handang ulam…

MVO: O, pulutan.

FVO: Sa asim ng Supremo,

garantisadong Supremo ang ulam

FVO/MVO: Supremo Cane Vinegar, ang

sarap ng natural!

“Ang Asim ko, Natural!”

Radio Jingle

Ulam! Ulam!

kailangan, Supremong ulam!

Asim! Asim!

kailangan, Supremong Asim!

Ang Su-perb

Ang Ga-ling

Sa-rap, A-sim!

Asim ng Supremo

Yan ang asim ko! – Natural, Supremo!

VO: Supremong Sarap, Supremong Asim. Para sa Supremong Ulam,

sa garantisado na tayo.

Natural, Supremo Cane Vinegar!

Ang Su-perb

Ang Ga-ling

Sa-rap, A-sim!

Asim ng Supremo

Yan ang asim ko! – Natural, Supremo!

VO: Supremo Cane Vinegar,

Garantisadong Natural!

TV- Segment Buys

• Brand Bugs on popular TV Channels:TV5 and GMA 7

Ticker tape messages counting down to the weekends, encouraging viewers to plan a Supremo filled food weekend with the family.

Sample:

Wednesday na! 2 araw nalang! Gawin Supremo ang ulam ng pamilya! Maghanda ng Supremong Kilawin. Garantisadong magugustuhan ng Pamilya ang sarap-asim nito gamit ang Asim ng SUPREMO. Supremo Vinegar, Garantisadong Natural!

Supremo Chef The Great Culinary Challenge

• The Supremo Chef Great Culinary Challenge is a cook-off featuring students from different culinary and HRM schools. Chefs armed with Supremo Vinegar as their weapon of choice battle it out.

Who will win the ultimate vinegar challenge?

• The competition is divided into 3

stages: 1) applicant processing 2)

elimination and the 3) Grand finals

• The participating culinary professor

can serve as competition

adviser/coach to the (2) students from each school.

• The competition is

open to all HRM or

culinary students

currently enrolled in

a government-

recognized

academic

institution.

Competition Description

• Each team is composed of two student chefs and a culinary professor from the respective participating schools from Metro Manila’s North, South, East and West zones.

• Teams from the North, South, East and West Zones are required to purchase Supremo Vinegar products worth P1,500 to qualify in the eliminations. Supremo products shall be delivered to the participating school upon purchase.

• Participating schools are required to submit the following documents:

1) Two 2×2 photo of each student contestant

2) Two 2×2 photo of the coach

3) One photocopy of the school ID of the contestant/s and the coach

4) A scanned copy of the Supremo Vinegar payment transaction

• Contestants are required to participate in the elimination rounds starting September. Teams are required to prepare 1 Supremo vinegar based dish which shall then be judged in the weekly elimination rounds. Schedules are as follows:

Week 1 North Zone

Week 2 South Zone

Week 3 East Zone

Week 4 West Zone

• All Supremo vinegar based dishes will be judged by a select panel of culinary experts. The top entries in the elimination rounds will be notified of their promotion to “Finalist” status on the day of eliminations.

• The finalists chosen from the North, South, East and West Zones will each get P10,000 and Gift packs from Supremo Vinegar.

• (2) Weekly finalists from the elimination rounds with the winning Supremo vinegar based dish from each zone shall participate in the Grand cook-off on October 28, 2011.

• Finalists are required to submit their recipes for the 2-course meal on/or before October 15, 2011.

• The qualified finalists from each zone are tasked to prepare, cook and execute a 2-course meal for 4 pax.

• All finalists will receive a notice to

attend the pre-competition briefing.

Failure to attend the briefing

automatically disqualifies contestants

from actual competition.

Grand Finalists – Ingress

• Finalists must use the Official Ingress List

that will be provided to all contestants. Each page must be submitted in 3 copies, during designated ingress time and date. A thirty minute allowance will be given after the stated starting time for Ingress to accommodate late arrivals after which Ingress official closes.

• Ingress of equipment and ingredients

will be based on the entry-recipe.

Inclusion of any equipment or

ingredient not part of the entry-recipe

nor required for its execution will not

be allowed. Ingress should include

plug adaptors, extension cords,

voltage regulators which are required

to operate one’s own equipment.

• The Organizers will only provide the following per team in the grand finals:

- A 4 burner gas range with oven, work table, flowing water, trash bin, one electrical outlet. Total work area is (cubicle) 4 square meters.

• The two Student Chefs will execute

their recipes within the following time frame – 30 minutes mise en place, 1

hour to cook, 30 minutes to “plate”

inclusive of the plating of 1 set of all

the dishes for presentation and a

second set for the judges, for tasting.

Criteria for Judging

50% Supremo Sarap

25% Supremo

Originality

15% Supremo Plating

presentation

10% Supremo

Affordability

Culinary Finals event prizes

• 1st Prize: P100,000.00 cash, a kitchen showcase worth P50,000 and Supremo gift packs.

• 2nd Prize: P50,000.00 cash, a kitchen showcase worth P 50,000 and Supremo gift packs.

• 3rd Prize: P30,000.00 cash, a kitchen showcase worth P50,000 and Supremo gift packs.

Event Logo Design

Venue Look: SM NORTH EDSA’S SKY DOME

Communication Support

Poster and Banner Designs

TV Initiatives- Interstitials

The Asian Food Channel

features the first “Supremo

Chef Great Culinary

challenge” Interstitials will

feature the supreme dishes

created by budding chefs

from Metro Manila using

Supremo Cane Vinegar.

TV Initiatives - Supremo TV Segment

Segment buy–

“Asim ng Supremo”

Popular morning show’s hosts talk about supreme dishes found in the Philippines. Each featured Filipino dish will be tasted for its sarap-asim quality that only Supremo Vinegar can provide, then segue to the Supremo Chef Great Culinary Challenge shout out.

Media Vehicles:

– Unang Hirit, GMA 7

Thank You!