Marketing Communication Campaign in Action
kayladolan
unit_2_campaign_in_action_power_point.pptxPhiladelphia Cream Cheese
Kraft and mcgarrybowen
for
Integrated Advertising, Promotion, and Marketing Communications, 6e
Clow and Baack
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Philadelphia Cream Cheese The Situation
Sales relatively flat (+ or – 1%)
In United States cream cheese
Spread on bagel
Ingredient for baking (cheesecake)
Outside United States cream cheese used as
General spread with no limit
Dip
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ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Focus Group Research
Cream cheese
used for dips, spreads, and has no boundaries.
Philadelphia Cream Cheese
is used only for bagels and cheesecake!
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ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Research
Philly cream cheese had lost connection with consumers
Goal – gain insight into
Consumers
Philadelphia Cream Cheese brand
Cream cheese category
Where the three overlap
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ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
mcgarrybowen
Advertising Age’s 2009 Advertising Agency of the Year
AdAge included John McGarry in article “Ten Who Made Their Mark” in 2009
Entrepreneur ranked mcgarrybowen as #38 fastest growing businesses in America in 2008
AdWeek awarded mcgarrybowen the “President’s Award” in 2005
Founded in 2002 by John McGarry (CEO), Gordon Bowen (Chief Creative Officer), and Stewart Owen (Chief Strategic Officer)
Dentsu holding company
Offices in New York City, Chicago, and London
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mcgarrybowen New York office
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
mcgarrybowen
Examples of clients served include
Kraft (Philadelphia Cream Cheese, Oscar Mayer, Crystal Light)
Kraft (Maxwell House, Miracle Whip, Chips Ahoy)
Disney
Pfizer (including Advil, Viagra)
7Up
Marriott International
Chevron
Crayola
J.P. Morgan Chase
Verizon
Rust Oleum
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mcgarrybowen New York office
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
mcgarrybowen
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The Philly Team
Account Team:
President – Tim Scott
Account Managing Director – Robin Osborne
Account Executive – Kristin Detroy
Assistant Account Executive – Nicole Marriott
Group Planning Director – Sean Girardin
Senior Brand Planner – Elizabeth Brown
Creative Team:
Creative Director (Art Direction) – Michael Straznickas
Creative Director (Copy Writer) – Dave Reger
Executive Producer – Chris Arruda
Senior Art Producer – Susan Cartland
Design Team – Melissa Stolt and Russ Eadie
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
mcgarrybowen
Campaign built around the idea that Philly is a catalyst for living a richer life – the consumer who uses Philly is the type who likes to stop and smell the roses and enjoy the scenery, and the campaign hopes to encourage the consumer to enjoy the richness Philly provides in dishes
Encourage women who lead fulfilled lives to find joy in all the possibilities that Philly provides and allow her to expand her creativity to use Philly in all creamy dishes
Create a campaign that is celebratory, contemporary, and appetizing
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ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Integrated Campaign
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On-Line
Contest/
Community
Television
Cookbook
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Power of music
make consumers pheel something
Communicate versatility of Philly Cream Cheese
Communicate how easy it is to incorporate the
ingredient into favorite meals to make the food
creamier and more delicious
Television Ads
Courtesy of Whitelabel Films and Film Planet
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Consumers submitted Philly recipe/how-to videos online
Appetizers, side dishes, entrees, & desserts
Contest hosted by Paula Deen, but carried out by Kraft/Philly
Recipes checked by Kraft Kitchens experts
High skill and low skill recipes received
$100,000 Real Women of
Philadelphia Hosting Contest
Inspire the use of Philly Cream Cheese for cooking
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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16 finalists selected from all entries
4 (of 16) finalists were selected as the
“Real Women of Philadelphia”
at a live event in Savannah, GA
Hosted the Real Women of Philadelphia website for remainder of year
Became 4 vital voices of the community
Hosted a recipe contest for the site
Starred in branded How-To videos
Publicity tour with Paula Deen
$100,000 Real Women of
Philadelphia Hosting Contest
Inspire the use of Philly Cream Cheese for cooking
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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$100,000 Real Women of
Philadelphia Hosting Contest
Inspire the use of Philly Cream Cheese for cooking
www.realwomenofphiladelphia.com
Website
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Spaghetti and Holiday ads
Encourage consumers to cook with Philly
Tips for creative incorporation
Full recipes for baking
Print Ads
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
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Print Ads
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Campaign Results
Real Women of Philly and the other new Philly marketing elements helped contribute to the first material lift in base volume for the brand in five years.
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Campaign Results
By giving consumers a reason to use the brand in other ways
Philly achieved a 5.0% growth in sales for 2010 vs 2009
Philly achieved a 5.1% lift in net revenue for same time period
This lift occurred despite price increase in the product in 2010
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Campaign Results
Took Kraft Kitchens a decade to get 500 “paper” recipes
Real Women of Philadelphia
Took three months to collect 5,000 in live-action recipes
Includes How-To video format
Recipes continue to pour in
In terms of consumer engagement
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Campaign Results
Within the two quarters after RWOP launched, research shows consumers are positively shifting their consideration for cooking with Philly. From a custom Dimestore study, when asked “for which of the following would you likely purchase cream cheese,” Philly observed a 27% increase in consumer responses for baking, and a 40% increase in responses for cooking (among control vs. exposed consumers).
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
