Kingsford Charcoal aims to increase market share and seasonal sales through a marketing campaign centered around the idea of the "Steakcation." The campaign will use television, radio, outdoor, digital and social media to promote the message that Kingsford allows consumers to easily enjoy the quality of a vacation at home. Key elements include a traveling grill truck, partnerships with celebrity chefs, and a social media contest for consumers. The goals are to boost brand awareness and trial among current and new users.

1. Kingsford Charcoal
Quality is Kingsford
JBEL New York

2. AGENDA
1 5
Overview Media Plan
2 6
Marketing Objective Creative Work
3 7
Consumer Insights Social Strategy
4 8
Big Idea Expected Results

3. America loves to grill.

4. Kingsford grills the
best barbeque.

5. Let’s give Americans
the barbeque they
deserve.

6. Overview of American
Charcoal Grilling
• Three out of four US households own a barbeque
grill.
• The total number of US barbeque events grew 114%
from 1997 to 2000.
• Most die-hard grillers prefer charcoal grilling
over gas grilling for its hands-on experience and more
authentic flavor.

7. Overview of American
Charcoal Grilling
• Common reasons for barbequing include:
Hanging
Great Desire to be out with Change of Easy
Informality
flavor outdoors friends & pace clean-up
family
• Most popular foods for the grill include:
Chicken
Hamburgers Steak Hot dogs Ribs Pork chops
breast

8. Grilling as a Passion
“[Grilling] is a passion, a way to cook that
won’t let you call it a chore…Most of all, it’s
a surefire means to get yourself from here
to a decent meal, having loads of fun.”
Excerpt from Born to Grill: An American
Celebration

9. History of Kingsford
• Established in the 1920s by Henry Ford
• Commercialized by E.G Kingsford
– Creating a new brand and a new industry
• Kingsford now holds almost 60% market
share in the charcoal grilling category
• Main competitors:
– Royal Oak
– Private label brands
– Gas grilling

10. Kingsford’s Struggles
• Low brand awareness
– Complete lack of advertising
– Decreasing media spend
• Decrease in charcoal pricing gap
– Royal Oak & private label increased pricing 10%
– Kingsford pricing remained constant
• Shift to gas grilling
– Charcoal grill shipments dropped 3% in 2010
– Gas grill shipments grew 8% in 2010

11. Obstacles to Overcome
Grill Penetration Trends – (read data as percentage of households that own grills)
60
50
40
Gas
30
Charcoal
Dual
20
10
0
2007
2008
2009
2010
Source: Charcoal U&A 2000, as supplied by Clorox.

12. Opportunity One
Capture remaining sector of the
charcoal market

13. Opportunity Two
Revamp brand’s image and
awareness

14. Marketing Objective
1
Increase Market Share by +3.2%
2
Increase Seasonal Sales by a minimum of +5%
3
Increase Top-of-Mind Awareness by +20%

15. Cranking Up the Heat
Increase Convert
Establish Create
interest in charcoal
awareness of excitement
Kingsford’s grillers into
the Kingsford about quality
differentiating Kingsford
brand grilling
attributes grillers

16. Types of Grillers
Regular Exclusive Instant Acceptor Instant Exclusive
• Perfecting life skills • Looks for fun in • Needs chores to be
as a reflection of everyday over quickly and
“who I am” experiences easily
• Believes in personal • Wants a no hassle, • Grilling gets people
integrity easy meal for the out of the kitchen to
• Family provider family have fun
• Grilling with real • Needs minimum
charcoal is a skill fuss charcoal that is
worth knowing fast and easy
“I believe in an honorable “Right “I’ll provide the environment to “It’s not the process for me, it’s the
Way” to Grill, a structured have fun—the more formal the outcome, I’m often rushed and
routine to grilling, perfected over occasion the less fun it is. I know pressured, so I feel smart when I
time, which is both personally how to spend quality time with can use a product that helps me
satisfying and provides my family.” get chores done and I feel like a
recognition as a leader and caring parent when I can find
provider” ways to free up time.”

17. Target Audience
Meet Bill and Sarah
- 36 and 32 years old
- Married with 2 children
- Live in St. Louis, MI
- Bill works at a local bank as a
financial advisor and Sarah owns her
own small business
- Lead a semi-active lifestyle
- They are busy during the week, but
enjoy taking time to relax with friends
and family at weekend gatherings
- Bill cares about the quality of his
food and Sarah likes easy, no-hassle
foods to make for the kids

18. Key Insights
1
People like to find easy, no-hassle fun in
everyday experiences
2
Quality of Taste = Quality of Experience
(Food only tastes great when you feel great about it)

19. Big Idea

20. Because why
wouldn’t you want
the best?

21. Introducing:
The “Steakcation”

22. Introducing: The “Steakcation”
Life moves fast.

23. Introducing: The “Steakcation”
Life moves fast.
You don’t always have the luxury of a
vacation away from home.

24. Introducing: The “Steakcation”
Life moves fast.
You don’t always have the luxury of a
vacation away from home.
So why not take a staycation?

25. Introducing: The “Steakcation”
Life moves fast.
You don’t always have the luxury of a
vacation away from home.
So why not take a staycation?
Or better yet, a STEAKcation.

26. Introducing: The “Steakcation”
Life moves fast.
You don’t always have the luxury of a
vacation away from home.
So why not take a staycation?
Or better yet, a STEAKcation.
Activity Mindset
of grilling of vacation

27. Media Objectives & Strategies
Objective Strategy Tactic
Target consumers who Engage consumers • Appeal to families via
already use charcoal personally through community outreach
targeted outreach • Television
Concentrate media mix Reach consumers in • Outdoor activities
on areas that reinforce relevant places of • Sports games
passion for grilling recreation and lifestyle • Recreational get-
togethers/holidays
Utilize media channels Remind consumers of • Facebook, Twitter,
that leverage the simple joys of Instagram, YouTube
opportunity for grilling • Mobile app
consumers to connect
Reach secondary targets Show gas grillers why • Television
who may be interested Kingsford provides • Word-of-mouth
in switching grilling better quality product
categories

28. Deliverables
Television:
OOH:
Brand: (2) :30
(10) Billboards spread across
Food Truck Event: (1) :30 / (1) :15
I-24, I-74 and I-15
(Runs April 15, 2013-September 1, 2013)
Radio:
Digital/Social:
Sale Event: (1) :30 / (1) :15 for each major Summer
Facebook:
Holiday
Twitter: Purchase
(Mother’s Day, Father’s Day, July 4th, Labor Day,
#Steakcation hashtag /
Memorial Day, Special Occasion Tailgate)
sponsored tweets / promoted
tweets
Food Truck Event: (1) :30 for each local market
YouTube: How-to series
(St. Louis, Des Moines, Jacksonville, Grand Rapids,
uploaded 1x a week from
New Orleans, Memphis, Nashville, Lexington,
June 1-August 1.
Louisville, Dallas)
Newspapers:
FSIs/coupons
Regional newspapers (see markets above)

29. Tactics
AWARENESS INTEREST ACTION REPEAT
TV
RADIO
OOH
NEWSPAPERS
ONLINE & MOBILE

30. Tactics
AWARENESS INTEREST ACTION REPEAT
Food Network Local FOX stations TLC
WFPL KDPS WCRJ WBLU WRFL
Billboards Street Fixtures
Sports Section of Regional Papers
Facebook Twitter YouTube Instagram Kingsford Website

31. Enough talk.

32. Let’s grill.

33. Raise Awareness
“Quality is Kingsford” :30

34. Raise Awareness
“Kingsford Grill Truck - Taste” :30

35. Raise
Awareness
We all need a vacation.!
So take a STEAKCATION.!
This time, it’s on us.
!
The Kingsford Grill Truck is coming your way!!
Come on down
for food, drinks,
Scan the QR
code for access
friends and fun.!
to our mobile !
app & Track
!
The Truck!!
!
!
!
Louisville !
Family Fun Day!
12pm-6pm!

36. Raise Awareness

37. Reinvigorate Emotion

38. Drive Action

39. Drive Action
Radio Spot #1
“Grill Truck - Louisville”
:30
SCRIPT
(Ambient Park Sounds Playing)
VO: When was the last time you took a STEAK-CATION?
(Crickets)
VO: Don't miss the Kingsford Grill Truck stopping by [Louisville’s Family Fun
Day at Cherokee Metro Park] from [12:00pm-6:00pm] for free food, drinks,
entertainment, and a chance to win a$10,000 paid steak-cation of your
dreams!
(Pause)
VO: Follow us on Twitter @TweetKingsford or on Facebook at
www.facebook.com/KingsfordCharcoal to see when we'll be coming to your
town.
(Sounds of family having fun)
VO: When it comes to barbeque grilling, quality is Kingsford.

40. Drive Action
Radio Spot #2
“Steak-cation”
:30
SCRIPT
(Front door shuts; man groans)
VO: Long week?
(Pause)
VO: Fire up your weekend and take a quick “Steak-Cation” with
Kingsford. Savor the ONLY way to grill - - Kingsford’s faster lighting,
longer lasting, authentic American charcoal.
(Sound of grill getting started up; cooking)
VO: This week, pick up a 15 lb bag for only $2.99 or a 30lb bag for only
$5.49, available at a Home Depot near you.
(Pause)
VO: And when it comes to relaxation, remember: Quality is Kingsford.

41. Create Shareable Experiences
Digital “How-to” YouTube series with Food Network chefs
Guy Fieri, Bobby Flay and Giada de Laurentis

42. Create Shareable Experiences

43. Social Media Strategy
Leverage social media platforms to connect
Consumer Brand
Consumer Consumer
sharing

44. Take a #Steakcation.!
!
This time, it’s on us.

45. Kingsford
SteakcaBon
The Ultimate
STEAKCATION!
Upload pictures and recipes from
your Kingsford Steakcation for a
chance to win the ultimate grilling
necessities. Upload from Instagram
for extra entries!"
"
You’ll also be entered into a Grand
Prize drawing for the vacation of
your dreams!"
An all-expense paid trip to the vacation of your dreams! "
"
One lucky winner will learn how to grill in style with private grilling
lessons from star chefs while vacationing in paradise!"
"
(Up to a $10,000 value)"
Check in every week for a chance
to win dozens of other great prizes!
Including:"
"
• Private grilling lessons from a
star Food Network chef"
• A collection of ultimate grilling
seasonings"
• Personal grills"
• A set of grilling tools"
• Year supply of Kingsford
Charcoal!"

46. Social Media Strategy
Connect consumers through a communal
activity and create a shared passion
Search engines
Food Network
website/blogs

47. Social Media Strategy
• 115,450 “likes” • 2,740 followers • 469 subscribers
• Leverage • Create dialogue • 83 Videos
relationship between Brand and • Video diary of
between Kingsford consumer Kingsford Grill
& consumers / • Utilize hashtags to Truck Tour
consumers & increase brand • How-to series with
consumers awareness Food Network
• Polls, questions, • Purchase celebrity chefs
conversations promoted tweets • Family activity
• Steakcation • Twitter Parties videos
sweepstake/app

48. Social Media Recommendations
• Integrate all social media
Track the platforms
Kingsford Grill
Truck!
!
• Engage consumers in a more
Check in with
foursquare for relevant and meaningful way
freebies and
exclusive
giveaways! • Post daily so as to maintain
interest across platforms
• Create cross-channel
integration
• Develop a Food Truck Tour
mobile app to keep consumers
up-to-date

49. Action & Expected Results
Convert charcoal
Increase interest Create grillers into
Establish in Kingsford’s excitement Kingsford
awareness of the differentiating about quality grillers
Kingsford brand attributes grilling --
-- -- -- For those who
Increase Premium Provide love quality
advertising quality. relevant experiences,
budget. History. personalized we provide
experiences. quality
product.
Providing superior American quality and genuine American fun.

50. Thank you

51. Questions?

52. Appendix

53. SWOT Analysis
STRENGTHS WEAKNESSES
• Positioned as premium quality • Heavy allocation of budget to
brand price reductions
• Longest running business • Lack of advertising
• Longest burning charcoal • Lack of brand awareness
• Leads in market share • Decreasing media budget
OPPORTUNITIES THREATS
• Revamp and re-launch brand • Consumer shift to gas grilling
image • Decreasing price gap among
• Shift budget from price competitors
reductions to media spend • Private label brands increasing
• Convert gas grillers to charcoal in market share
grillers

54. Media Blueprint
Medium/Channel Advantage
TV Reach a mass wide audience; create an
emotional response
Radio Reach local markets; generate buzz
through local events and sales
Newspapers Reach wider local market than radio;
create consumer incentive to reach
purchase point
OOH Reach a wide audience of primary and
secondary targets ; create reminders
Online Generate large amounts of buzz; create
engagement with consumers; collect
data
Event Marketing/PR Affect consumer attitudes and
opinions; offers personalization

55. Creative Brief
Advertising objectives
• Raise awareness of Kingsford’s superiority; spur shift from Royal Oak & private label to
Kingsford
Target audience
• Men and women 25-40; mid- to high-income level; suburban; care about quality,
authenticity and community activities
Principle competition
• Primary: Royal Oak and private label brand users; Secondary: Gas grill users
Promise
• Kingsford gives you top quality product that’s so easy to use, you can add in your own
fun.
Tone and manner
• Sincere and fun tone of voice with a touch of humor (one that captures the candid
human moments of our consumers)
Net impression
• Kingsford is a classic and trustworthy brand that can be modern and exciting, too.

56. The Pitch
Sell the idea of
Quality goods.
Quality taste.
Quality experience.

57. Big Idea
Because why wouldn’t you want the best of each?