creativepitch

purp

legr

oup

hello!

ChristineBecerraAccountPlanning

AmyCaseyAccountManagement

ChristinaHoenerAccountManagement

StephLinderMediaPlanning

ColinParajonnCreativeDirection

And it turns out we’ve all haddifferent experiences with fish.

We started bycooking together...

if every family has unique habits...

What are the trends thatfamilies have in common?

of families eat a home-cooked mealtogether at least once a week.

of families eat a home-cooked mealtogether at least three times a week.

89%

79%

Most answered that mom makes the dinner decisions and does

the shopping for the family.

interviews

criteria for choosing what to cook for dinner

criteria for choosing what protein to cook for dinner

1. Convenience - 45%2. Health - 16%3. Prep Time - 13%

Ease of Cooking

Why are people choosing chicken and beef more than 80% of the time?

1. Lack of knowledge

2. Not filling enough

3. Too expensive

Fishtrends

of people tried fish before age 10.

of people tried fish for the first time at home.

of people said they liked fish the first time they tried it.

73%

80%

57%

} }Trie

s Fi

sh

Does

n’t E

at F

ish

Eats

Fis

h

Redi

scov

ers

Fish

Thereality

What about kids and fish?

Which raised thequestion...

5th gradersurvey

of fifth graders have “positive” or “neutral” attitudestoward fish.

of fifth graders like to help cook.

of fifth graders like to help shop for groceries.

74%

83%

57%

So why are 15% offifth graders eating fishonly once a week?

IntergenerationalMiscommunication

how do wemove the needle?

Explore the gapbetween childrenand their parents.

Meet julie& matt

insightThere are two opportunities that parents are failingto take advantage of:

1. Kids like fish more than their parents realize.

2. Kids want to help cook more than their parents are letting them.

How can alaska seafoodbe a part of the solutionto this problem?

1. Bring attention to the fact thatchildren like fish.

2. Encourage children to engagetheir parents in the cooking process.

objectiveTo establish Alaska Seafood as a healthychoice for families to experience together.

strategyTo encourage mothers of 6-17 year oldsto buy Alaska Seafoodinstead of other proteins (namely chicken)because it is a quick and convenient meal.

And we weren't the first ones with the idea thatkids & seafood go hand-in-hand...

which brought us toour next question...

How can Alaska Seafoodcreate a fun and interactive experience between parents and children in the kitchen?

Create a campaign that opposesthe idea that cooking is Mom’s job.

ouranswer

We assert that every other stepof every recipe (or any list, for that matter) belongs to a child.

ouranswer

Because every meal cooked solois a missed opportunity forparent-child bonding.

ouranswer

introducing...

by

introducing...

Alaska Seafood’s “Every Other Step” Campaign will change the wayfamilies prepare meals through:

Purple Group has purchased the domain www.everyotherstep.com from GoDaddy.

1. Advertising Campaign

2. Television Show

3. Mobile App

tactics

Television Spot:

00: - (Actor) I only get my son every other weekend,so I have to make the most of it. We don’t get to talk much when I take him to the movies, and he’d rather go to the batting cages with the guys on his team. I’ve done all the things expected of a single dad trying to spend every availablesecond with his son...

12: - (Actor): But when we’re cooking together, it’s like he forgets I’m hisparent. We laugh and joke like best friends. Sure, we make plenty of mistakes, but it’s worth it because we bond more in the kitchen than anywhere else I’vetried to spend timewith him.

22: - (Narrator): AlaskaSeafood’s “Every Other Step”campaign reminds us that a meal cooked solo is a missed opportunity to spend time with our children. Every other step of a recipebelongs to a child. Visit www.everyotherstep.com for more ideas that bringparents and childrentogether in the kitchen.

Advertising

Mag

azin

e: Direct Mail:

Advertising

Webpage Takeover:

Advertising

televisionshow

Parent-child teams compete in seafoodcooking challenges sponsored byAlaska Seafood.Purple Group has purchased the domain www.familyfishfrenzy.com from GoDaddy.

televisionshow

- Six-week mini-series set in Juneau, Alaska (4 days of production)

- Airs on Nickelodeon between Nick daytime programming and the new NickMom segment

on

televisionshow

Four parent-child teams per episode compete in threeAlaska-related elimination rounds for the grand prize:

1. First Round: Culinary Minigame

2. Second Round: Culinary Minigame

3. Final Round: “Every Other Step” Culinary Challenge - Parent and child alternate steps of Alaska Seafood recipe

televisionshow

Example Challenges:

televisionshow

Grand Prize: $10,000 scholarship & Alaskan dream vacation for the entire family furnished by Alaska Seafood

Second Prize: $5,000 scholarship & Alaskan dream vacation for the entire family furnished by Alaska Seafood

reasons tobelieve

Cooking Show Total viewers Hells Kitchen 11.85 million

Masterchef 5.64 million

Americas Next Great Restaurant 4.33 million

Top Chef 3.02 million

reasons tobelieve

children aged 2-17 watch Food Networkevery month.

- Visual, creative and colorful- Hosts speak directly to the audience- Simple plot lines in single location- Celebrity chefs as role models

12,000,000Why?

reasons tobelieve

“Kids really want to be grown up. They want to do adult things.”- Daniel R. Anderson, psychology professor, University of Massachusetts

“Cooking is cool and it’s hip. Not knowing how to cook is pooh-poohed.”- Katherine Alford, VP of Food Network test kitchen

Build-UpThree-Month RecruitmentCampaign

Mag

azin

e:

Radio:

launch

Mag

azin

e/Bu

s St

op:

Full-Scale Campaignto Launch Show

Poin

t of P

urch

ase:

launchBi

llboa

rd:

launchTaxi Topper:

launchBus Wrap:

launchDigital Banner Ad:

launchSocial:

But how can we extendthe fun & interactivityof the show to kitchensacross the country?

mobileapp

The Family FishFrenzy mobile tablet app allows fans of the show to experience the frenzy in their own homes.

mobileapp

And... The Family Fish Frenzy app is the first mobile cookbook with voice recognition technology to avoid having to touch thetablet with messy hands.

Capabilities include:

- Reads steps allowed- Defines terms- Plays how-to videos of cooking techniques

mobileapp

Alaska Seafood recipes are kid-friendly and color-coded toencourage parents and kids to alternate responsibililty for each task.

mobileapp

Learn section includeshow-to videos, cookingtips and conversationstarters to stimulateparent-child bonding.

mobileapp

Play section has gamesthat resemble thechallenges played on the television show.

Higher scores earn you better badges (maybe even a boy/girl scout cooking merit badge).

launch

Soft launch to influencers occurs before launch of show to allow for reviews and revisions.

Influencers may include Alaska state legislators, Mom-my bloggers and celebrity chefs.

Major roll-out coincides with start of show.

launchMagazine:

launchMobile:

More Alaskanfisheries to opt to

include Alaska Seafood logo on packaging.

expectedresults

Increased awarenessof Alaska Seafood

and its logo.will cause

will cause

will cause

More consumers to seek out and buy Alaska Seafood

in stores.

expectedresults

1. More parents will cook seafood with and/or for their families.2. Children will begin eating more seafood at a younger age.3. Alaska Seafood will become a cherished household name.4. Families across America will be smarter, healthier and happier.

Thanks!Questions?