3. Situation Analysis
To some consumers pasta sauce in a jar is Americanized and expectations for
authentic Italian flavor are low.
More and more people are becoming health-conscious and thus buying
products that are labeled “healthy” and “no preservatives added” etc.
KraftHeinz is presenting Riserva by Classico, emphasizing the great taste with
simple high-quality ingredients.
4. Objectives
Drive trial and broad awareness of Riserva by Classico, by reaching 100,000
targeted audience persons on social media.
Generate $1M incremental sales of the Riserva by Classico by closing year
2016.
Establish a new Premium Plus segment in pasta sauce category by
increasing 10% marketing share of the Premium category by end of closing
year 2016.
5. Target Audience
Media Target Audience
YouTube Vloggers
Internet Bloggers
News Reporters
Consumption Target Audience
Housewives who shop regularly at supermarkets
Workers located in the cities that are to be included in the tour
Local families in Pittsburgh
YouTube Vlogger’s Subscribers
Blogger’s Followers
Pinterest users that meet the target audience requirement
6. Key Messages
Italian pasta sauce made with no preservatives, no added sugars, no artificial ingredients
Simple
ingredients.
Big Flavors.
8. Why These Tactics?
Spread broad awareness of Riserva by Classico’s simple and
high-quality ingredients simmered to perfection.
The campaign is centered on giving the opportunity to taste the
product and enjoy a great tasting authentic Italian meal without
artificial ingredients.
9. Tactic 1 - Supermarket Partnerships
❖What: Partner with supermarkets to promote Riserva by
Classico, and to boost sales after launch
❖When: Dec 1, 2015
❖Where: Target
❖How: Targeted shoppers will receive coupons upon check out,
and they can use it when they go to the store next time
11. Tactic 2 - Social Media Strategy
Vlogs
Interactive cooking show
Focuses on Italian cuisine
Cooks viewers requests
12. Tactic 2 - Social Media Strategy
Vlogs
Daily weekday morning talk show
Recurring segment “Will It?”
13. Tactic 2 - Social Media Strategy
Pinterest - It Is This Simple Campaign
Promoted Pins
Raise awareness
Boost engagement
Drive traffic
Classico
14. Tactic 2 - Social Media Strategy (cont.)
Pinterest - Make it your own way contest
#PastaRiserva
Share your pasta moment
Top 3 pins will receive gift vouchers
15. Tactic 3 - Riserva Pasta Tour
What: A pasta tour
When: Feb 1 to Feb 12
(excluding weekends)
Where: Major cities in U.S.
How: Fully wrapped trucks displaying
promotional graphics will be giving out free
pasta sample during lunch rush
Taste it yourself!
16. Tactic 4 - Setting a Record
What: To create a world record of most stacked pasta jars
When: Feb 13
Where: Pittsburgh at an outdoor location
How: 20 by 20, and stack it up!
17. Timeline
2015 Dec Jan Feb Dec
Dec 1
Dec 1
Pinterest
Promote Ads
Feb 1
Pasta Tour
Sauce Launch
In Store
FoodieCrush
Blog Release
Feb 6
I Am Food
Blog
Release
Feb 15-19
GMM
Youtube
Release Feb 22-26
LITK
Youtube
Release
Feb 26
2016
Start of
Pinterest
Contest
Feb 8
Supermarket
Couponing
Event
Preparation
Jan
Winner
Announcement
Feb 29
Feb 1-12 Record
Breaking
Attempt
Feb 13
20. Research
Leading Food and Cooking Channels on YouTube
http://www.statista.com/statistics/420670/youtube-celebrity-food-cooking-channels/
❖Social Media
❖World Record Setting
❖Pricing