2
Agency and Brand Strategy
3
4
Environmental Analysis
5
Competitor Analysis
6
SWOT Analysis
7
Objectives and Budget
8
Research
8 9
Brand Value Proposition
10
Target Market
11
Campaign Strategy
12
13
Creative Overview
14
Creative Executions
15
16
17
18
Media Objectives
19
Media Choices
20
Media Choices
21
Media Choices
22
23
Brand Activation
24
25
26
RAD
IO S
CRI
PT-
Clie
nts
Na
me
: Pre
tze
l Cris
ps
Bein
g A
dve
rtis
ed
: Pre
tze
l Cris
ps
Ag
en
cy
Na
me
: 6 S
trin
gs
Title
: “P
retz
el C
risp
s P
art
y”
Du
ratio
n: 3
0 Se
co
nd
s W
rite
r: C
hris
Mu
rch
Inte
nd
ed
Ra
dio
Sta
tion
s: P
an
do
ra, S
po
tify
Sce
ne
On
e: I
nt.
Loc
atio
n #
1- N
igh
t SO
UN
D: G
lass
es
clin
k, c
ha
tte
r am
on
g p
atr
on
s, p
art
y sc
en
e
MA
N: Y
ou
kn
ow
, it
wa
s re
ally
nic
e t
o s
ee
Jo
na
tha
n a
nd
Pa
ige
to
nig
ht
it’s
un
fort
un
ate
th
ey
ha
d t
o le
ave
ea
rly.
MA
N: I
kn
ow
! Yo
u k
no
w w
ha
t I c
ou
ld g
o f
or r
igh
t a
bo
ut
no
w?
A n
ice
sn
ac
k.
WO
MA
N: I
co
uld
als
o g
o f
or t
ha
t. L
et’
s n
ot
forg
et
ho
we
ver a
bo
ut
the
die
t w
e
sta
rte
d o
n M
on
da
y.
Sce
ne
Tw
o: I
nt.
Loc
atio
n #
2- N
igh
t SO
UN
D: M
AN
an
d W
OM
AN
wa
lk t
o k
itch
en
. Ste
ps
he
ard
, mo
re c
ha
tte
r
am
on
g p
atr
on
s.
WO
MA
N: H
ey
loo
k th
ey
ha
ve P
retz
el C
risp
s!
MA
N: W
ha
t a
re p
retz
el c
risp
s?
WO
MA
N: O
h m
y g
oo
dn
ess
yo
u h
ave
n’t
he
ard
of
Pre
tze
l Cris
ps?
Th
ey
are
the
se t
hin
-like
pre
tze
ls w
ith a
ll th
ese
am
azi
ng
fla
vors
like
bu
ffa
lo, j
ala
pe
no
,
Pa
rme
san
an
d m
ore
. Lo
oks
like
th
is o
ne
is b
uff
alo
. M
AN
: Oo
h, g
ive
me
th
at,
I’ll
take
an
y ty
pe
of
flavo
r th
at
rem
ind
s o
f th
e p
re-
die
t.
SOU
ND
: Bite
Cru
nc
h
MA
N (
co
nt’
d):
Wo
w t
he
se a
re a
ctu
ally
gre
at!
W
OM
AN
: I k
no
w ri
gh
t! H
ere
pa
ir it
with
th
is M
on
terr
ey
jac
k c
he
ese
, dre
ss it
up
a li
ttle
. SO
UN
D: B
ite C
run
ch
#2
MA
N: Y
ou
kn
ow
th
is w
ho
le d
iet
thin
g is
n’t
so
ba
d a
fte
r all.
WO
MA
N: O
h D
en
nis
MU
SIC
: Lig
ht
mu
sic
. Th
ink
ALL
STA
TE F
lo c
om
me
rcia
ls.
WO
MA
N #
2: (
Ove
r Mu
sic
) “D
on
’t b
e b
orin
g w
ith y
ou
r sn
ac
k c
ho
ice
. Dre
ss u
p
you
r pre
tze
l with
Pre
tze
l Cris
ps.
” Th
e E
nd
27
C
reat
ive
Bri
ef- P
retz
el C
risp
s H
isto
rica
l Bac
kgro
und
Pret
zel C
risps
wer
e lit
eral
ly m
ade
out o
f lov
e. A
fter S
ara
and
War
ren
Wils
on m
et se
lling
funn
el
cake
s at a
n am
usem
ent p
ark
and
got m
arrie
d, th
ey w
ent i
nto
busi
ness
toge
ther
cre
atin
g po
pula
r sn
acks
like
the
New
Yor
k St
yle
Pita
and
Bag
el C
hips
. It w
asn’
t unt
il th
ey d
ecid
ed to
reth
ink
the
aver
age
pret
zel w
hen
Pret
zel C
risps
wer
e cr
eate
d. T
hese
thin
, ver
satil
e cr
isps
wer
e cr
eate
d to
be
dipp
ed, s
tack
ed, a
nd p
aire
d w
ith ju
st a
bout
any
thin
g. In
200
4, T
he W
ilson
’s e
ndur
ed a
bat
tle w
ith
com
petit
ion
to tr
adem
ark
thei
r nam
e an
d ke
ep b
igge
r bra
nds f
rom
cop
ying
thei
r pro
duct
. Tod
ay,
the
num
ber o
f diff
eren
t Pre
tzel
Cris
p fla
vors
mak
es th
em a
ppea
l to
all t
aste
bud
s. G
oals
M
arke
ting
Obj
ectiv
es- A
s an
agen
cy, w
e w
ant t
o cr
eate
mor
e aw
aren
ess o
f Pre
tzel
Cris
ps a
s an
indi
vidu
aliz
ed b
rand
. We
wan
t the
re to
be
a 70
% c
ompr
ehen
sion
, (un
ders
tand
mes
sage
) and
45%
co
nvic
tion
(val
ue)
Adve
rtis
ing
Goa
ls: T
he e
ffec
tive
reac
h of
this
cam
paig
n is
70%
with
an
effe
ctiv
e fr
eque
ncy
of 5
Ti
me
Fram
e: T
his c
ampa
ign
will
be
a ye
ar lo
ng b
egin
ning
in Ja
nuar
y an
d en
ding
in D
ecem
ber.
T
arge
t Mar
ket:
The
targ
et m
arke
t for
Pre
tzel
Cris
ps is
bot
h m
en a
nd w
omen
from
the
ages
of
25-4
4. T
his i
nclu
des a
bro
ad ra
nge
of in
divi
dual
s, fr
om y
oung
pro
fess
iona
ls, t
o pa
rent
s, an
d fo
odie
s. A
dver
tisin
g Pr
oble
m: F
or st
arte
rs, P
retz
el C
risps
doe
s not
adv
ertis
e at
all,
whi
ch is
som
ethi
ng
we
as a
n ag
ency
wan
t to
chan
ge. W
e w
ant t
o cr
eate
mor
e aw
aren
ess a
bout
the
Pret
zel C
risp
bran
d an
d ha
ve it
stan
d ou
t am
ongs
t the
pre
tzel
mar
ket a
s a v
ersa
tile
snac
k th
at c
an b
e pa
ired
with
just
ab
out a
nyth
ing!
Our
targ
et m
arke
t inh
eren
tly g
ravi
tate
s tow
ards
snac
k fo
ods l
ike
chip
s and
cr
acke
rs in
stea
d of
util
izin
g th
e m
any
optio
ns P
retz
el C
risps
can
off
er. W
e w
ant t
o so
lve
this
pr
oble
m b
y po
sitio
ning
Pre
tzel
Cris
ps a
s a fu
n, u
niqu
e pr
oduc
t with
an
imm
ense
am
ount
of
varie
ty th
at w
orks
wel
l with
oth
er in
gred
ient
s.
Em
otio
nal N
eed:
We
reco
gniz
e th
at a
maj
ority
of p
eopl
e in
our
targ
et m
arke
t ten
d to
be
avid
sn
acke
rs. H
owev
er, m
ost o
f the
se p
eopl
e sn
ack
whe
n th
ey h
ave
dow
ntim
e. T
hrou
gh th
is
cam
paig
n w
e w
ant t
o en
cour
age
this
aud
ienc
e to
use
Pre
tzel
Cris
ps fo
r rec
ipes
and
in so
cial
ga
ther
ings
. 73%
of o
ur su
rvey
resp
onde
nts s
aid
they
alre
ady
pair
thei
r pre
tzel
s with
oth
er
spre
adab
les a
nd d
ips s
o w
ith th
is c
ampa
ign
we
can
cont
inue
enc
oura
ging
this
asp
ect i
n ne
w a
nd
exci
ting
way
s.
Com
petit
ors:
Rol
d G
old,
Pep
perid
ge F
arm
s, St
acey
’s
28
29
Meet Our Team!
30
31
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