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It Is This Simple
-Riserva by Classico
Becky Li, Kelsey Varner
Agenda
❖ Situation Overview
❖ Objectives
❖ Target Audience
❖ Key Messages
❖ Tactics
❖ Timeline
❖ Budget
❖ Evaluation
❖ Research
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.
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.
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
Key Messages
Italian pasta sauce made with no preservatives, no added sugars, no artificial ingredients
Simple
ingredients.
Big Flavors.
Tactics Overview
❖Supermarket Partnerships
❖Social Media Strategy
 Blogs
 Vlogs
 Pinterest
❖Riserva Pasta Tour
❖Record Breaking Attempt
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.
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
Tactic 2 - Social Media Strategy
Blogs
Tactic 2 - Social Media Strategy
Vlogs
 Interactive cooking show
 Focuses on Italian cuisine
 Cooks viewers requests
Tactic 2 - Social Media Strategy
Vlogs
 Daily weekday morning talk show
 Recurring segment “Will It?”
Tactic 2 - Social Media Strategy
Pinterest - It Is This Simple Campaign
Promoted Pins
 Raise awareness
 Boost engagement
 Drive traffic
Classico
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
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!
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!
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
Budget
Supermarket Partnerships
$2,000
Social Media
$8,775
Riserva Pasta Tour
$25,605
Record Setting
$7,520
Evaluation
4 Measurements, 4 Methods:
❖Customer Reaction
- Consumer Satisfaction Surveys
❖Audience Engagement
- Impressions, Click-through rate, Conversions
❖Sales Goal
- 2016 Annual Revenue Report
❖Leading Market Share
- Competitor Benchmarking
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
Thank you! Any questions?

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PR Presentation-Final

  • 1. It Is This Simple -Riserva by Classico Becky Li, Kelsey Varner
  • 2. Agenda ❖ Situation Overview ❖ Objectives ❖ Target Audience ❖ Key Messages ❖ Tactics ❖ Timeline ❖ Budget ❖ Evaluation ❖ Research
  • 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.
  • 7. Tactics Overview ❖Supermarket Partnerships ❖Social Media Strategy  Blogs  Vlogs  Pinterest ❖Riserva Pasta Tour ❖Record Breaking Attempt
  • 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
  • 10. Tactic 2 - Social Media Strategy Blogs
  • 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
  • 19. Evaluation 4 Measurements, 4 Methods: ❖Customer Reaction - Consumer Satisfaction Surveys ❖Audience Engagement - Impressions, Click-through rate, Conversions ❖Sales Goal - 2016 Annual Revenue Report ❖Leading Market Share - Competitor Benchmarking
  • 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
  • 21. Thank you! Any questions?