F AST FOOD FOR YOUR HEALTH A NNIE ’ S H OMEGROWN.

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FAST FOOD FOR YOUR HEALTH ANNIE’S HOMEGROWN

Transcript of F AST FOOD FOR YOUR HEALTH A NNIE ’ S H OMEGROWN.

Page 1: F AST FOOD FOR YOUR HEALTH A NNIE ’ S H OMEGROWN.

FAST FOOD FOR YOUR HEALTHANNIE’S HOMEGROWN

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INTRODUCTION

1. Background

2. Target Audience

3. Key Communication

4. PR Objectives

5. PR Strategies

6. Target Press

7. PR Ideas

8. Promotional Partners

9. Words – don’t need to include this part

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1. BACKGROUND

Product: frozen foods (pizza and pasta) and snacks

- cooking time: 3minutes~7minutes

- price: average: 4.5~10 USD Special point

- the ingredients of all products come straight from pure nature: no artificial flavors or colors

Interesting information

- Annie, the founder of company, lives on her certified organic farms in Connecticut with her husband and two daughters.

- the Annie’s objective is to show by example that a suc-cessful business could also be socially responsible

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2. TARGET AUDIENCE Primary

:working mothers

-lives in Quebec in Eastern Canada

-have children (children’s age 2 to 14)

-worry about the diets of their family members

-do not have enough time to make all natural meals

-income level: 39,000~58,000 CAD per year Secondary

:college students, girls

-studying at Quebec

-have interest in leading healthy and productive lifestyle with foods

-have interest in issue about environment-friendly

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3. KEY COMMUNICATION

Brand name: Annie’s Homegrown Product: organic frozen foods Specialty

-No artificial flavors

-No synthetic colors

-No growth hormones

-No persistent pesticide

-good quality compared to cooking time Extra interesting info

-making it the company’s responsibilities for honest la-beling

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3. KEY COMMUNICATION

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4. PR OBJECTIVES

1. Target audiences who live in Quebec in Canada especially by presses

2. Products will be seen in the magazines, newspapers mainly in both English and French.

3. Products will be seen on the internet, especially SNS

4. Create several buzz causing people’s attention to the organic food so that news spreads through word of mouth

-Social events, competitions

5. Working moms and busy college students who speaks French as mother tongue will be main consumers

6. By using the brand’s strong image that is healthy for people and responsible for society, make synergy with image of faster and cheaper

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5. PR STRATEGIES

Enhance people’s attention for the healthier food for children and themselves by providing some interview with experts.

-OBJ 1, 2 and 5 Get more interest and build a NO.1 image about this

brand, by making competition event

-OBJ 3, 4, 5 and 6 Build a good image of the company by leading some

charity or social campaign which will bring positive, helpful influence to the environment.

-OBJ 1, 2, 3 and 6

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6. TARGET PRESS

Parents: French

-Pregnancy, Birth, Babies, Parenting Parenting

-Pregnancy, Birth, Babies, Parenting Alive Magazine

-Life style; health and wellness Canadian living

-Women’s life style, food, fashion, make-up ete Family circle

-Teens, Family, Food, Style and More

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7. PR IDEAS

Interview with celebrities who are young, and have eco-friendly image and baby

-usually, what kind of food do you give to your children and why.

Donating campaign for poorly-fed children

-”Etre Tiede” Executive interview with nutritionists Interview with working moms and college seniors

-About how hard to choose foods for their children

-About how hard to choose foods for both economy of time and healthy

Free booklet about eco-friendly recipes which can be cooked easily by un-skilled women in cooking

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7. PR IDEAS

Open a panel discussion at college

-How healthy is our life? What help us be more healthy? Cooking competition (healthy, no artificial) in college campus

-Anyone who have interest in cooking Contest exhibit

-Novel recopies of no artificial food

-“Pour les Enfants” Blogging contest

-Prize: snacks and frozen food

-“Pour les Enfants” Invite children and their parents to factory for cooking to-

gether

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7. PR IDEAS (DETAIL)

Local “ETRE TIEDE”campaign

Idea•Campaign for help poorly-fed children -In Quebec •Give foods and snacks to them•It will be held on X-mas

Rational•It will make brand image more friendly and responsible to society can consumers•It can get help from Canadian Parents for French (CPF)

Target Media•Local news papers and big magazines such as Alive Magazine

Cost Less than $1,200

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7. PR IDEAS (DETAIL)

“Pour les Enfants” Contest exhibit, Blogging contest

Idea •Hold contest exhibit about anti-artifi-cial and novel recipes through blog and in college

Rational •It can get attention from young col-lege students who are using internet a lot or have lots of interest on cooking and healthy

Target Media •SNS such as Facebook and Twitter•Cooking magazine

cost Less than $700

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8. PROMOTIONAL PARTNERS

College students Online cooking bloggers Charitable institutions

-”Save the Children Canada”, “Make-A-Wish Canada” Magazines for parents Cookers, nutritionists

-who evaluate contest exhibit and interviewed Canadian Parents for French (CPF)

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9. WORDS Well-being life style Nature, pure Anti-artificial Healthy With healthy family Right decision for your family Without the use of artificial colours, flavours Green-generated life Natural progression 100% natural Wellness

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THANK YOU


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