Advertising Recommendations Kellogg Company, Morningstar Farms
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1 Advertising Recommendations Kellogg Company, Morningstar Farms
2 Kellogg s Morningstar Farms 1. Key Fact: Morningstar Farms offers completely meat-free meals and side dishes that are healthy, quick, and delicious. 2. Consumer Problem the Advertising Will Solve: Consumer wishes to live a healthy lifestyle by eating right but doesn t want to sacrifice quality or taste in doing so. 3. Advertising Objective: Increase preference of Morningstar Farms meatless products as a healthy and delicious supplement for everyday meals and snacks from 26% to 35% within six months among women ages who attend college or are already in the workforce. 4. Creative Strategy A. Prospect Definition Product Usage: Cooks meals and snacks several times a week; would increase usage if there were healthy and tasty alternatives she could make quickly and easily. Demographics: Young women ages 18-24; 31% are self-employed and have an individual income under $20,000. Psychographics: Is a creative, adventurous eater, but strives to maintain her weight; looks for relatively inexpensive, easy to make, low-calorie food to help her. She lives an overall healthy lifestyle, but she is not willing to sacrifice taste or quality in the food she eats. B. Key Consumer Insight: Busy young woman wants a healthy and delicious way to quickly prepare meals for herself and her friends. C. Principle Competition: Kraft s Boca Brand very similar to Morningstar Farms products; Amy s Kitchen already on college campuses nationwide D. Consumer Benefit (or Promise): Morningstar Farms products are a healthy, quick, and delicious way to nourish yourself and your friends at every meal and snack time. E. Reason Why: Nutritional, great-tasting, easy and quick F. Tone: Health-conscious, fun, and simple 5. Mandatories: usual logo and trademark; FDA regulations 6. Creative Strategy Statement: Advertising will convince the busy young woman that preparing meals and snacks with Morningstar Farms products is a healthy, delicious, and easy way to nourish herself because she is health- and weight-conscious, but enjoys good food.
3 KELLOGG S MORNINGSTAR FARMS Full-Page ad Grilling Without Guilting VISUAL: HEADLINE: Head and upper body shot of young woman smiling and putting condiments on her sausage link. Full body shot of young woman grilling out. Small picture of a box of Morningstar Farms Italian Sausage Links. Image of a sausage link on a fork, image of a grill, various colorful squares. Grilling Without Guilting. COPY: Love grilling out with friends but hate that guilty feeling afterwards? Morningstar Farms has the answer. Simply substitute pork sausages with our meatless Italian Sausage Links, and you ll automatically be eating 66% less fat. Plus, Morningstar was rated #1 in Consumer Reports for taste and texture in meat alternative products. So go ahead, get your grill on. LOGO: BASELINE: MANDATORIES: MORNINGSTAR FARMS Log on to for great recipes hot off the grill! Permission from Consumer Reports to use rating
4 Grilling Without Guilting. Love grilling out with friends but hate that guilty feeling afterwards? Morningstar Farms has the answer. Simply substitute pork sausages with our meatless Italian Sausage Links, and you ll automatically be eating 66% less fat. Plus, Morningstar was rated #1 in Consumer Reports for taste and texture in meat alternative products. So go ahead, get your grill on. Log on to for great recipes hot off the grill! Delicious Done Right.
5 KELLOGG S MORNINGSTAR FARMS Full-page ad Meatless for Every Meal VISUAL: HEADLINE: Shot of Cheesy Veggie Sausage Casserole, Club Sandwich, and Chik n and Broccoli Fettuccini with descriptions underneath on a green background meatless for every meal. COPY: Morningstar Farms offers meatless options for every meal. Whether you re looking to fix something quick or having a dinner party with friends, you re sure to find something healthy and delicious from Morningstar Farms. For these and other recipes, visit Breakfast Cheesy Veggie Sausage Casserole This simple casserole is the perfect conclusion to any weekend recreation. It s a scrumptious, creamy, egg-and-spinach mélange that makes the most of pantry staples. Lunch Club Sandwich Morningstar Farms Chik n Patties and Veggie Bacon Strips combine in a meatless version of this popular sandwich. Dinner Chik n and Broccoli Fettuccini Stuck in traffic? No time to shop? This pasta entrée, made with ingredients pulled mostly from the pantry frozen Morningstar Farms Chik'n Strips, whole wheat fettuccine, frozen broccoli and seasoned canned tomatoes puts a premium on convenience and a great dinner on the table. LOGO: BASELINE: MANDATORIES: MORNINGSTAR FARMS Go Meatless. Go Morningstar. Website to find recipes featured on the ad
6 meatless for every meal. Morningstar Farms offers meatless options for every meal. Whether you re looking to fix something quick or having a dinner party with friends, you re sure to find something healthy and delicious from Morningstar Farms. For these and other recipes, visit Cheesy Veggie Sausage Casserole Breakfast This simple casserole is the perfect conclusion to any weekend recreation. It's a scrumptious, creamy, egg-and-spinach mélange that makes the most of pantry staples. Club Sandwich Lunch Morningstar Farms Chik n Patties and Veggie Bacon Strips combine in a meatless version of this popular sandwich. Dinner Chik n and Broccoli Fettucini Stuck in traffic? No time to shop? This pasta entrée, made with ingredients pulled mostly from the pantry-- frozen Morningstar Farms Chik'n Strips, whole wheat fettuccine, frozen broccoli and seasoned canned tomatoes--puts a premium on convenience and a great dinner on the table. Go Meatless. Go Morningstar. Delicious Done Right.
7 KELLOGG S MORNINGSTAR FARMS Coupon Dispensing Kiosk Morningstar Kiosk VISUAL: HEADLINE: Green kiosk with Morningstar Farms logo under the screen and at the bottom front of the kiosk. Different images of Morningstar Farms products both alone and used in recipes on the kiosk screen. Win Coupons! COPY: On a Budget? Wanna Be Healthy? Love Good Food? Step Right Up and Play for Coupons! LOGO: PLACEMENT: MANDATORIES: MORNINGSTAR FARMS In lobby of grocery store Next to frozen food section Indicator: Limit One Coupon Per Visit Per Customer
8 WIN COUPONS! Guess how many calories you can save by substituting Morningstar Farms products. If you guess right, you get a free coupon! Limit One Coupon Per Visit Per Customer On a Budget? Wanna Be Healthy? Love Good Food? Step Right Up and Play for Coupons! Delicious Done Right.
9 KELLOGG S MORNINGSTAR FARMS Taste-testing cart Morningstar Taste-Test Cart VISUAL: Morningstar logo on green portion of green and white umbrella COPY: Free Samples! LOGO: PLACEMENT: MANDATORIES: MORNINGSTAR FARMS On or near college campuses, specifically around the quad and near dining halls and libraries Outside of grocery stores Food vendor s permit Pamphlets containing Morningstar Farms nutritional information Permission from Food and Beverage Control Permission from potential campuses and establishments FDA Regulations
10 Delicious Done Right.
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