The Jerky GroupPresented by W01.07.15

The Jerky Group: your team

Natalie Jackson Senior Account Director

Richard Tompkins Managing Director

Lily Dodwell-Hill Senior Account Executive

Lauren Cochrane Account Manager

The Jerky Group: Today’s presentation

�  Who we are

�  Your brief and audience

�  Campaign approach

�  The campaign

�  Budget

Who we are: 56 people and growing. 5 teams across Consumer, Lifestyle, Media & Corporate, Entertainment & International.

Who we work with

W clients: food & drink

W awards 2014/15

W in action: Food & drink

W food & drink: MEATliquor

Turned a south London burger van into a £15m restaurant phenomenon

Bypassed food critics and never even issued a press release

Created a narrative for bloggers and influencers to engage with

And let their excitement drive mainstream media coverage

We made hamburgers front-page news

W press office: Aperol

Visited four key media houses across the UK, sampling more than 50 journalists

Press office product on page coverage including Shortlist, Daily Mail and The Sunx

Publicised Spritz socials across the country with 39 pieces of coverage in first month

National events partnership achieved with GRAZIA, Emerald Street and InStyle

W campaigns: Marmite

Our brief was to use PR to support the re-run of the controversial “End Neglect TVC.

First, we created a video teaser to build a back story for the ad and provide context.

The film achieved 1.5 million views within the first week of release.

It had the highest Twitter engagement rate of any Unilever video – ever!

Generated 25+ pieces of tier-1 consumer and trade media coverage in first week.

W on the pulse: MarmiteWe’ve consistently taken Marmite to places it’s never been before – we’ve hit tech

writers with our app, made travel writers take note of travel-size, had Valentine’s Day covered and capitalised on numerous high profile trends and ‘happenings’

“Marmite Clear” for April Fool’s

Marmite body paint for Valentine’s Day

End Marmite Neglect helpline

Created Travel-sized Marmite after it was named most confiscated airport product Madonna Brits fall - reactive content

W on the pulse: Addison LeeFor Addison Lee, we’ve created mirrored cars for fashion week, an April fools ‘Aqua

Cab’ and celebrated our first ‘baby birth’

London Fashion Week #SelfLee Mirrored Cab

April Fool’s “AquaCab”

Baby born in Addison Lee

W on the pulse: The DinerIn our time working with the Diner we’ve delivered numerous quick-fire activations.

From Rainbopw Burgers for Pride to Turkey Takeovers for Thansgiving, from 32 World Cup burgers to the World’s biggest Bloody Mary, we’ve kept The Diner on the radar.

Meat makeover on mince pies for Christmas

World Cup – 32 country-inspired burgers

Thanksgiving Turkey Takeover

Created Super Bowl Party with All-American menu

Burgers for Pride

“World’s Biggest Bloody Mary” for NYE hangover

The Jerky Group: your brief

Your brief

Increase market penetration by converting key audience segments with a compelling product message.

Assets

Those who have tried it are in love with the

taste

Full UK production

and no MSG

10 tonnes silverside per week

Healthier than other

snacks

80% market share – huge

distribution

What you’ve asked for

PR

Sampling

Events

Social media

ATL

A quick look at media spendAdvertising spend needs to be substantial to make an impact.

At this stage (and from conversations with our partner agency Ad Connections) we’d need to use the majority of the £70k budget to have a strong impact.

Therefore our recommendation would be to maximise the number of channels reached (PR, events, sampling) using the budget, as this will create multiple points for engagement with media and consumers that can be spread across the year.

We can always look to up-weight on advertising or social spend if we feel we need it.

The perfect marketing mix to increase penetration, brand awareness and purchase…

Driving Penetration, Awareness and Purchase: 4 Factors

Trial & penetration

Social & digital

credibility

Education &

Awareness

Media penetration

Driving Penetration, Awareness and Purchase: Routes

Trial & penetration

Social & digital

credibility

Education &

Awareness

Media penetration

Press & online media coverage

Sampling & events, press & online coverage

Social traction and digital drive to website

Events and partnerships

Channel planningPR Sampling DigitalEvents

Direct to consumer engagement and building brand equity.

Targeted product trial among media and consumers

Media engagement to support national distribution

Sustained brand awareness to increase frequency of purchase

Put brand front of mind for key usage occasions

Increase market penetration as a healthier alternative

Brand loyalty and continued category penetration.

Brand visibility via relevant events and associations

100+ editorial placement+ 2 million OTS

+500,000 reach30+ influencers seeded

+ 2,000 product in handInclusion in 6 events

Increase Facebook + 2800-3000 fans

Increase twitter + 2500

Output

Activity

KPI

Budget split 25% 35% 25% 15%

*KPI’s to be fully agreed once final execution plan is agreed

6 month campaign

Considerations

Brand awareness; despite huge distribution in the UK and 80% market share, brand awareness is low

Perception; consumers need educating on the product benefits and quality

Budget; with so many platforms and brands to cover, the risk is that by spreading the budget too thin, we lose impact on activity.

Our budget doesn’t yet stretch to large scale activities, so we need to be focused with who we target and how we talk about the brand…

The Jerky Group: who are we trying to reach?

Age group 18-44

Full time students

Families

Males – self purchasers

Fitness enthusiasts

Audience segmentsFitness Full time students

Families Males 18-44

Strategic recommendation

We need to put Jerky and Biltong on the map, ensuring that people understand what it is and where to buy it.

We need to be efficient with our budget to secure maximum impact for multi brands - not just for NPD but the key range

Our approach

!  We shouldn’t be afraid to talk ‘Jerky’ and ‘Biltong’. When the category wins, so do you.

!  With an extensive portfolio, we need to focus on the hero brands – Wild West Jerky, Bullox Biltong and NPD Strive.

!  Create a multi-platform asset that will deliver impact across all channels

!  Supported by a media programme that focuses on product education.

The Jerky Group in the UK snack market

Low cost, unhealthy snacks

Gourmet, healthy snacks

You are perceived at the lower end of the spectrum, but with a higher price point. The brand should be comparing to nuts and raisins, not just crisps and biscuits.

Consumer out-take

Through all activity, we want to deliver three key messages to educate consumers on what the brand (and category) stands for;

Wild West Jerky / Bullox Biltong are the UK’s number one protein snack

The Jerky Group’s Jerky and Biltong are produced in the UK from 100% silverside beef cuts

Jerky and Biltong is a high protein, healthier alternative snack

Creating a campaign asset

Creating cross-channel assets

To achieve brand fame and raise awareness outside of product on page, we need a creative asset that will have impact across all of the channels.

By create a strong brand asset that can be utilised across PR, sampling, events and digital, we can maximise the budget and create a unified approach.

The Jerky Group Squad

Why it worksOur ambition is to create an iconic Jerky Group brand asset that over time will become a ‘calling card’ within the UK and will offer us an engaging focal point across PR, social media, marketing and sales.

But we need to ensure that what we create is absolutely relevant and so must adhere to the following guidelines:•  Our idea needs to be something that is routed in both US and UK popular culture

•  It should be something people will instantly recognise, find interesting and cause a smile

•  It should embody The Jerky Group’s personality and be of genuine use to the brand

•  It should be relevant to our target consumers, media and also the trade too

Ultimately, it should be fun…

The Jerky Group squad

The Jerky Group Squad

Inspired by the roots of the Wild West brand, we want to create our very own The Jerky Group squad car.

Delivering emergency drops of beef Jerky and Biltong wherever it’s needed – from media events to sampling or sales.

More than just a car, our squad car will be transformed into a mobile ‘curing station’, complete with pullout racks in the boot to display the brand’s range.

Complete with it’s own personalised number plate, our ‘wagon’ will become the talking point of the industry and a focal point for consumers to look out for as it travels around the UK.

Utilising the squad car across channels

PRMedia house tours

Launch moment

Partnership event attendance

Social mediaUK Twitter account

Facebook

Competitions and consumer incentives

MarketingUK event attendance

Nationwide sampling opportunities

SalesOff-trade accounts

Launching the squad carThe squad car is a powerful PR tool that will allow us to lift The Jerky Group from the

food & drink pages and attract the attention lifestyle and news media.

We therefore need to create a ‘launch moment’ that will introduce the ‘squad car’ to consumers and media as well as drive awareness of the Wild West brand.

To launch the car to national media, we propose creating a piece of engaging video content to drive views among the full time students and young people and armchair

snackers who are highly social.

“London snackers caught red-handed”

Video conceptUnsuspecting snackers in the capital will be secretly filmed being caught ‘red-handed’ with biscuits, chocolate and crisps.

The Jerky Group Squad Car will stop and search ‘suspects’ before confiscating their items sending them on their way with a warning – and of course, Jerky and Biltong.

Their reactions will be captured on film and edited into a ‘news report’ 2 minute video.

The video will begin appearing on national online sites as consumers start to spot the car cruising the capital’s streets.

Regional printFollowing the online launch, we’ll create an additional media hook in the form of ‘spot the squad car’;

Starting in the capital, we’ll take the squad car to 5 key cities around the UK and encourage consumers to hail the squad car if they see it, to be in with a chance of winning a trip to the real Wild West.

Pre-promoted via quirky news round ups and listings in the media.

Media engagement

Media engagement: insight

Consumer insight: Those who have tried it, enjoy the taste but don’t currently purchase frequently.

Opportunity: Increase usage occasions via sustained product media programme to keep beef Jerky and Biltong front of mind.

Media engagement imperatives

National distribution with

sustained product coverage to

maintain brand visibility

Feature writers and consumer

affairs editors to change

perceptions of the category

The Wild West and Bullox brands with a series of regional

media house tastings.

Support Engage Hero

‘Support’: Product on page

Food & drink Shopping pages Barometers & round ups

‘Support’; Media hooks

Calendar dates OccasionsSeasonal

round upsProduct launches

We need to give media a reason to keep writing about the range, by creating news around the brand’s products.

Brand portfolio

Putting The Jerky Group on the page

January detox

Summer picnics

100g Jerky for holiday getaways

Training snacks for fitness titles

Best buys for men

Healthy deskside snacks

Putting The Jerky Group on the page

Building on the groundswell of coverage we’ll secure via product on page. Via a series of more in-depth brand experiences for media that educates journalists and consumers on the quality of the products. Media don’t just tell the brand story; they’re also super consumers in their own right and we want to harness it.

‘Engage’: feature writers

‘Engage’; Journey into the wild west…of ScotlandWe won’t just tell journalists about The Jerky Group, we’ll show them.

A hard hat tour of the UK factory for national journalists to see how Jerky and Biltong is actually made.

Post-event coverage will give their readers insider knowledge of the quality and process that goes into every serving.

We’ve done this before…

To capture the media’s imagination and bring to life the superior quality of the product, we’ll ‘appoint’ a Head of Taste from your R&D team. An ambassador for media, we’ll put them forward to comment on press office and reactive stories. Announcing the appointment to media in a fun, engaging way with a lighthearted job description including how much Jerky and Biltong they’ll taste per day and previous experience needed for the role.

‘Engage’: Head of Taste

‘Hero’; regional media tastings

"  Selected media houses in key cities – London, Manchester, Birmingham

"  Thursdays and Fridays across the UK"  Hitting key snack times; elevenses and the

three o’clock biscuit raid"  Accompanied by deskside ‘pick me up’ brain

training by W partner Jon Denoris"  Accompanied by product trial and face to face

briefings

‘Hero’; regional media tastings – social engagement

Sampling & events

Sampling: insight

Insight: Those who haven’t tried it don’t find the idea of the product appealing.

Opportunity: Convert them to the category by dispelling myths about the product and providing sampling opportunities to consumers via relevant partnerships.

The budget doesn’t yet stretch to title sponsorships, but we can build association with relevant brands and events through strategic partnerships.

W’s network

W

Nike events

Recording studios

HotBoxMarathon Man

Jon Denoris fitness trainer

A selection of clients and partners who we think would work well for The Jerky Group.

Partnerships offer sampling and influencer seeding as well as coverage opportunities.

W’s network in action;

Fueling the gamersIntroduce Jerky and Biltong as a go-to snack for the gamer community in the UK,

who are classic armchair snackers.

Targeting events such as Insomnia, the UK’s largest gaming festival with sampling opportunities e.g. goody bags and desktop snacks at the event itself.

Output: Creates a solid relationship with a highly connected group of super consumers

Armchair snackers

Addison LeeOffer London’s commuters the Jerk-Lee package; for any passengers needing an

extra fuel boost.

E.g. those catching an early morning flight or gym bunnies on their way home will be offered a dine-in Jerky and Biltong selection for the journey.

Sold in to media as a fun news feature; and jump off the back of any celebrities tweeting about their gym efforts!

On the move

snackers

Media hotlineInstall a ‘Jerky hotline’ at media offices to keep journalists topped up during busy

news days and deadlines.

A dedicated line that will connect straight to the W press team, to ensure key product lines are always within hand’s reach of some of the country’s super

consumers.

Lunch snackers

Event goody bagsAs event season approaches, there is an opportunity to get Wild West and Bullox

brands into the hands of some of the most influential VIP’s in the country.

They’ve been standing on their feet all night, what better way to refuel than a high protein Jerky or Biltong snack?

From GQ’s Men of the Year to Women’s and Cosmopolitan to sports events, such as Men’s Health’s ‘Survival of the Fittest’ goody bags

Influencer / sports

snackers

Recording studiosUse W’s connections within the entertainment industry to target

those who burn the midnight oil.

Long studio sessions need fuel, and celebrities and producers will reach for the first snack they have to hand.

Influencers

Gourmet snackers

Put Jerky on the menuPut Jerky and Biltong on the menu at one of London’s best meat specialist

restaurants.

A month-long special dish, the JerkyBox, launched to media, that challenges consumer perceptions of the brand and the category with foodie types.

Exam-inaKeep Student Unions topped up during the April revision time with a supply of

Jerky and Biltong products.

Offered to students as part of a revision pack, teaming up with other brands such as The Berry Company to give students a much needed boost.

Students

Digital

Digital strategy

Wild West is the biggest brand and the voice for the Group on digital channels.

The current focus is primarily focused on product updates and offers, re-tweets and customer queries – it’s a broadcast channel.

We’ll create a content strategy that will increase frequency of conversation and grow the community create a two way dialogue with consumers.

Content creation

We’ll create a proactive rolling content calendar that encapsulates product posts, calendar hooks and key news.

Alongside this, ensuring that sampling, events and PR activity provide content opportunities for digital too.

Put in place a set of brand guidelines and tone of voice to ensure it’s consistent across channels.

34,000 plays

How digital amplifies other channel activityTwitter

Partnerships

Media tours

Squad car

Influencers

Facebook

Strive launch

Consumer competitions and POS offers

Post-event engagement Content gallery from events

Increased reach and cross-promotion with partner brands

Drives advocacy and exposure to mass followers

Drive people to follow twitter Additional brand content for fans

Paid-for digital

•  For every £100 spent, you can expect to reach 10,000 people

•  For every £100 spent, you can expect to reach around 20,000 people

We see this as part of a phase two activity following the first 6 month campaign, once we have established a brand identity.

Launching Strive

Other brands in the sports space

Launching Strive

Seeding to fitness

influencers

Brand ambassadors

Samplinggym

partnershipSunday League

BUCS

Consumer trial

Campaign activation to

generate media buzz

Mass awareness

Reaching fitness influencers – sampling and seeding

Active celebrities Outdoors instagrammers Ordinary Heroes

Outdoor and

sportsA seeding programme to kickstart demand for Strive among consumers by harnessing influential followings.

Chloe Madeley The Hiking Londoner Marathon Man

Sampling to consumersUniversity league sampling

Outdoor and

sports / Students

Sunday football leagues

Gym partnership with The Berry CompanyTeam up with ‘natural energy boost’ juice The Berry Company to offer gyms a

one stop shop for fitness enthusiasts.

Stocking up networks of gyms for trainers and gym bunnies for them to fuel up pre and post workout.

Sports and

fitness

Media strategy

Create a burst of media coverage around the launch of Strive.

Three creative ideas

The Strive Sessions

The Strive pit-stop cafe

The Strive Triathlon Challenge

The following pages outline three possible ways to launch Strive, of which we would activate one.

The Strive sessions

‘Strive Jerky and Biltong announces the top 10 list of life goals, with running a marathon and completing a triathlon

topping the list’

Strive can help you reach your goal

We’ll compile a list of the top 10 life goals of the nation – surprisingly, running a marathon and completing a triathlon were top of the wishlist over publishing a novel or owning a fortune 500 company.

To help the nation achieve their goals, Strive have teamed up with celebrity trainer Jon Denoris to run the ‘Strive sessions’ a series of fitness sessions in four key cities during September to help kickstart your training.

Complete with a nutritional programme and of course, Strive beef Jerky, Biltong and Pork Jerky to keep you fuelled.

The Strive pit-stop cafe

‘Strive Jerky and Biltong open its doors to the first ever Jerky Pit-stop Café to help the nation refuel on the go.’

The Strive Pit-stop cafe

Designed to make people re-think what they know about Jerky and Biltong, the week-long pop up takeaway café will offer consumers the chance to sample the Strive products out of the packet as an on-the-go snack.

Targeted at key snack occasions, from beating the 3pm office slump to post-workout refuel of a high protein breakfast for your commute to work.

Offerings will range from Pork Jerky on toast in the morning to a Biltong salad.

Launched to national and London media with a picture story.

The Strive triathlon challenge

‘Strive Jerky and Biltong is giving 6 lucky Brits the chance to complete a challenge of a lifetime – the Strive triathlon’

The Strive Triathlon Challenge

Launched through digital channels, sampling and media coverage, Strive will challenge 6 outdoor enthusiasts to take on a unique challenge; a mountain climb, kayak and cycling race over 24 hours.

With the help of Strive’s expert team, they’ll receive training in preparation.

The competition will be launched in September with the challenge taking place in Spring 2016.

Go pros provided for training and during the climb will offer additional video content for social, earned and owned use.

Ways of working and budget

Ways of working

Weekly Monthly Quarterly

Weekly status reportOverview of current activity

KPI updateIncluding press clippings and

circulation and sampling stats

Conference callBetween W and day to day team at The Jerky Group

Monthly status report

Review of past four weeks

Face to FaceMeeting between W and The Jerky Group teams

EvaluationOn completion of each key

campaign spike

Influencer seeding

Campaign laydown

Jul 15

Launch the Wild West

Jerky squad activity launch

Media engagement; product on page, calendar hooks, reactive press enquiries, education visits

Dec 15

Sampling & events

Digital

PR

Regional media house tour

Partnership Partnership Partnership Partnership Partnership Partnership

Strive launch

Strive sampling

Strive product on page

Rolling content calendar

Next steps if appointed

o  Full brand immersion session with core W team and The Jerky Group

o  Development of story matrix

o  Agreement on timings and creation of 90 rolling plan (see accompanying handout for example based on proposed activity)

Outputs

Channel Activity KPI’s PR Media engagement, Education

features, Media house tours100 + pieces of coverageOTS of over 2 million2 x media briefings of 20+ journalists

Partnerships & seeding

W’s network and wider selected partners, influencers

2 partnerships per quarter+500,000 reach30+ influencers seeded

Events & sampling Inclusion in goody bags, targeted sampling

2,000+ product in handInclusion at 6 events

Digital Content calendar creation, establishing brand guidelines and campaign support

Facebook growth + 2800-3000 fansTwitter growth +2500 followers

Questions?