Fremantle 2011 Proposed Activation

7/31/2019 Fremantle 2011 Proposed Activation

1/23

2011 LBI


2/23

2011 Masterchef Timeline

Phase 1: The Pantry

16/6 - 13/7

Phase 2: The Finals

14/7 10/8

Masterchef

on air 1/5

wk19 1k20 Wk 21 Wk 22 Wk 23 Wk 24 Wk 25 Wk 26 Wk 27 Wk 28 Wk 29 Wk 30 Wk 31 Wk 32

LBI: 16th June 10th Aug

Masterchef series on air Sunday 1st May Sunday 7th Aug

Masterchef

finals 7/8

Coles

Online

content

goes live

end April

Billboards &

Playons go live

1/5

LBI starts

Recipes start

instore 16/6

To cook like a Masterchef cooks,

there is only 1 place to shop The

Coles FYF Pantry. Bringing the

masterchef experience home.

Interrupt normal shopping

behaviour get the nation

cooking, inspire and make

the shopping experience

inspirational and convenient


3/23

The Positioning

Curtis is our spokesperson

Supported by Feed your Family

TV Ad to focus on FYF in Season recipe

Your local Coles is your Masterchef pantry filming in theMastefchef pantry


4/23

Curtis & Masterchef

Guest judge for contestant challenge

during finals week

Spokesperson for FYF like a

Masterchef and the Coles pantry

PR activity


5/23


6/23


7/23

High level POS


8/23


9/23

Eye level POS


10/23

Use of Masterchef Airtime

Use of airtime Pre LBI LBI

1-May 26-May 16-Jun 7-Aug

Billboards

Masterchef has chosen Coles to

supply quality ingredients to the

pantry

Masterchef has chosen

Coles to supply quality

ingredients to the

pantry

Masterchef has chosen Coles to supply

quality ingredients to the pantry

Playouts 13coles text - recipes to phone13coles text - recipes

to phoneRecipe instore tomorrow + 13coles text

Ad Spots in

Masterchef

Last years Mchef ad

FYF Italian for under $10Hormone Free beef

FYF like a masterchef

To cook like..shop like

Ad spots on

other networksFYF Italian for under $10 n/a FYF like a chef


11/23

Script for billboard


12/23

How we will use the Masterchef Recipes

Best hero recipe from Sunday night (highest viewing night)

This may be a mystery box or an invention test they will alternate

Consistently Monday instore for better ops tie up

Weekly recipe instore tomorrow 13/6 8/8

Supported by Deals on hero ingredients Instore recipe card

Barkers on hero ingredients

On air Billboard to drive traffic instore

Instore radio message

Online

Weekly press ad (starts 27/6)

Catalogue reference - weekly

Winning finals recipe in catalogue

Bread and wine matches where relevant


13/23

Recipe Creative


14/23

Feed Your Family

Master chef quality recipes that are achievable, affordable andaccessible

2 booklets

16/6 13/7 - Fast x 2, Under $10 x 1, In Season x 1

14/7 10/8 - Fast x 1, Under $10 x 1, In Season x 2

Booklets to have a premium Masterchef feel i.e serious foodie

Calling out Coles brand ingredients with the exception of

Masterfood spices

Bread and wine matches where relevant

Thinking about why the customer will see these as cooking like a

masterchef what twists can be employed e.g. cookingmethods, the extra ingredients, twists on classic recipes,

What will differentiate this from previous campaigns think about

recipes that up the ante that employ Masterchef cooking

style/techniques.


15/23

The Catalogue Plan

Pre LBI: 1/5 15/6 Program reference from 5/5

Where there are relevant key ingredients featuring in weekly catalogues

flag these with masterchef badging

Mince special for 5/5

During LBI: 16/6 10/8

Big feature/creative treatment of Masterchef in 16/6, 14/7 & 4/8

Weekly 1 x produce page creative

Call out of key ingredients used in masterchef recipes Weekly base plate or reference in weeks without big focus


16/23

Catalogue Creative


17/23


18/23

How to bring the pantry to life

Create tiered approach to POS packages

Top 200 stores - more impactful treatment

Pantry doors store entrance/arches

Produce boxes from program replicated instore

Rest of real estate strong LBI pos package

Bin wraps and stripping to look like wooden cartons featured in program

Clock over registers at front of store

Theme music from show played on instore radio

Masterchef style tips around the store on how to cook, prep or store ingredients

Pantry ends in every store to feature FYF like a masterchef/masterchef

key ingredients to support recipes & inshow content. Ideally front end butotherwise end 10 (events)


19/23

Marketing Support

Tv ad campaign

Strong online campaign m/chef site & ours including

retargeting, youtube, 13coles text

Recipe apps sms, mms, email

Shopping lists to phone

Instore radio

Apron for team members


20/23


21/23


22/23

Activation Plan

Messaging To cook like a

mchef cooks

Shop where a

mchef shops

Masterchef has

chosen Coles

to supply

quality

ingredients to

the pantry

Feed your

Family( like a

masterchef)

Other

Above the line

Instore

Catalogue


23/23

Activation Plan

Messaging To cook like a

mchef cooks

Shop where a

mchef shops

Masterchef has

chosen Coles

to supply

quality

ingredients to

the pantry

Feed your

Family( like a

masterchef)

Other

Above the line

Instore

Catalogue

Fremantle 2011 Proposed Activation

Documents

Transcript of Fremantle 2011 Proposed Activation