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Executive Summary

Pepperidge Farm is introducing a new cookie-TimTams. Over the next year our advertising budget of 20 million dollars has been established to drive sales increases of the new Pepperidge Farm cookie throughout America. Objectives include: raising awareness of the cookie and what outlets it can be found. Along with this we will be looking at extending brand loyalty with existing customers as well as induce this loyalty with the new TimTams. Strategies include: targeting 18-25 year old females, along with 35-50 year old females. Pepperidge Farm already has two top ten-cookie brands in the United States (Milano). Neverfades will do this by promoting and educating this target audience about Pepperidge Farms unique cookie and how it is a versatile and delicious dessert. Another strategy consists of attracting people via social networking sites, television along with targeting drivers using outdoor advertising and radio. The solution, or outcome will prompt a substantial increase in brand loyalty, as well as a sales increase of 12% over the next year. Never fades media acknowledges that it will require a hefty advertising budget in order to compare to the category leaders like Nabisco. To overcome these competitors we have efficiently allocated the Pepperidge Farms media budget to reach goals for the new TimTam cookie. The media plan will ultimately increase overall brand awareness, sales as well as market share within the competitive brands.

Creative Brief
Background/ Overview: NeverFades Media goal is to raise Pepperidge Farm sales 12% during next years campaign for TimTams. With a budget of 20 million dollars Neverfades will target the audience of Women 18- 30 through contest, promotions, coupons, television, radio and Internet. Brand promotion will center on the benefits of the cookie and overall quality of the brand. By the end of this campaign Pepperidge Farm TimTam cookies will be well-known, popular new cookie with increasing sales. I. Communication Objective: The purpose of this campaign is to position Pepperidge Farm as an affordable, well known cookie brand that has several types of cookie options while increasing sales of Pepperidge Farms in America. II. Creative Strategy-Brand Position: TimTam is a unique dessert experience. We are combining the more lavish aspects of the cookie itself to a casual setting in the American home. TimTams will be positioned as a convenient, but high quality, cookie that both young and old individuals can enjoy. III. Promise: TimTam promises to provide the consumer with a quality cookie at a reasonable price. We want TimTams to be seen as elegant regardless of the occasion. IV. Tone: TimTams advertising will be sophisticated, but still approachable. We plan to incorporate elements of comedy and maintain a relaxed tone. V. Tag Line: Why cant all cookies be TimTams?With this slogan we will be able to market to both our primary and secondary target markets even though they are at

different stages in their lives. The message is simple enough to resonate with a large audience and will be successful in making more [cookie] sales.

SWOT
Strengths: Pepperidge Farm is a known cookie brands, large scale Production Company, customer loyalty and relationships and many distribution channels. Opportunities: Changing customer taste, change the demographic age, new distribution channels. Threats: Changing customer base, geographical markets, tax increase, new distribution channels, and technological advances. Weaknesses: Weaker brand in sales compared tom competitors.

Situational Analysis
Share of Voice

Creative History
Pepperidge Farm has been around for generations, and as the company grew so did the creative. Owned by Campbell Soup Company, Pepperidge has hadand continues to havea great lineage of campaigns. The secret? Their products have always been different.

From Goldfish crackers to the Milano cookies, Pepperidge Farm has always strived to introduce new products to the market before people even knew they wanted it. This has had a considerable effect on the success of Pepperidge Farm as a company, and this shouldnt change when Tim Tams are introduced. Inside the Campbell marketing culture, the company has always been known as an educated risk taker and for thinking outside of the box. Of course traditional media will still work, with end cap displays and in- store promotions, but Pepperidge Farm prides themselves on exploration and innovation. I think it will be crucial for Pepperidge Farm to employ digital and social media strategies for this new launch because it has grown to be such a powerful media outlet. Pepperidge Farm has mostly done TV Spots, but the current CEO, Denise Morrison is putting a strong emphasis on making sure digital media is not ignored. During a presentation to financial analysts she acknowledged that in many respects, [consumers] are ahead of us and that food companies and retailers are just beginning to understand the power of digital marketing. In additional to traditional media and new media strategies, Pepperidge Farm has also been known for their cross promotion tactics. Pepperidge Farm is one of the top twenty cookie brands because of their creativity. I think that for TimTam to be a successful launch, Pepperidge Farm should stick with the strategies they are familiar with as well as delve into new media to hopefully attract more consumers.

Target Audience

7 Based on Pepperidge Farms Tim Tam MRI data and what we pulled from our Secondary

Research, we found the specifics of what demographic bought the most Pepperidge Farm cookies in general. The highest index we calculated was 1,488 (specifics of demographic in Secondary Research section). To find a more specific demographic on Pepperidge Farms Tim Tam cookie, we referred to Pepperidge Farms Tim Tam MRI data chart once again and looked at the Fudge Cookies and Chocolate Covered Cookies. We figured comparing these two different types of cookie indexes would give us a more accurate reading on what demographic would buy the Tim Tam cookie - because they are chocolate covered, and have a fudge like center just like the Tim Tam Cookie. From looking at the data, we found quite a few similarities in demographics for the Fudge Cookie and Chocolate Covered Cookie. In the chart below are the highest purchasing indexes for the Fudge Cookie and Chocolate Covered Cookie. The highlighted sections are the similarities in demographics between the two cookies. Fudge Cookies Chocolate Covered Cookies Category Index Category Index Women 12th Grade/Less 108 149 Women 12th Grade/Less Ages 18-24 Employed Part Time 149 110 Ages 18-24 Employed Part Time 137 119 109 155

8 Community Social Services Occupation 182 Community Social Services Occupation HHI < 10,000 148 HHI $20,00029,999 5-7 Children in HH 336 5-7 Children in HH Race Black New England 142 127 Race Other Middle Atlantic County C Rent Home Total As you can see from the graph above, there are certain similarities in demographics when it comes to the Fudge Cookie and Chocolate Covered Cookie. From this information gathered we could come up with a more accurate target audience for the Tim Tam Cookie. The target audience/demographic would be specified as so Young females around age 18-24, part time employees that rent homes, and has community social service occupations. For the Tim Tam cookie to be successful, we would prefer to start out marketing the product to this demographic. We are considerably confident they would seek out this type of cookie based on their previous similar cookie choices. After more growth occurs for the product, we would continue to make our way to a more general demographic 126 124 1,701 County B Rent Home Total 109 113 1,512 138 114 240 139 139

9 in the growth and mature stages of the product life cycle. The more general demographic would target all young people around age 18-24 with low income and non-sustainable job and housing (college students).

Secondary Research
According to Pepperidge Farms Tim Tams MRI data we have found that Graduate College (plus some) white married women aged 45-54 that own their own home and are employed part time with the occupation of farming fishery and forestry while making $100,000+ with 4 children in their household in New England- County A have the highest index of purchasing Pepperidge Farm cookies.
Totals MEN WOMEN WORKING WOMEN GRAD COLL PLUS SOME COLLEGE GRADUATED HIGH SCHOOL TWELFTH GRADE/LESS AGE 18-24 AGE 25-34 AGE 35-44 AGE 45-54 AGE 55-64 AGE 65+ Median Age (Years) EMPLOYED EMPLOYED FULL TIME EMPLOYED PART TIME NON EMPLOYED Professional and Related Occupations Management Business and Financial Operations Sales and Office Occupations Natural Resources Construction and Maintenance Occupations Other employed Management Occupations Business and Financial Operations Occupations Index 100 72 113 118 137 97 80 70 95 83 88 125 108 97 104 102 98 118 97 114 113 124 75 71 114 109

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Computer and Mathematical Occupations Architecture and Engineering Occupations Life Physical and Social Science Occupations Community and Social Services Occupations Legal Occupations Education Training and Library Occupations Arts Design Entertainment Sports and Media Healthcare Practitioner and Technical Healthcare Support Occupations Protective Service Occupations Food Preparation Serving Related Occupations Building and Grounds Cleaning and Maintenance Personal Care and Service Occupations Sales and related occupations Office and Administrative Support Occupations Farming Fishing and Forestry Occupations Construction and Extraction Occupations Installation Maintenance and Repair Occupations Production Occupations Transportation and Material Moving Occupations Military Specific Occupations HHI <$10000 HHI $10000-$19999 HHI $20000-$29999 HHI $30000-$39999 HHI $40000-$49999 HHI $50000-$74999 HHI $75000-$99999 HHI $100000+ Median HHI (Dollars) SINGLE MARRIED WIDOWED/DIVORCED/ SEPARATED PARENTS NO CHILD IN HH 1 CHILD IN HH 2 CHILDREN IN HH 3 CHILDREN IN HH 4 CHILDREN IN HH 5-7 CHILDREN IN HH 8+ CHILDREN IN HH ANY CHILD IN HOUSEHOLD CHILDREN UNDER 2 YEARS 81 128 139 127 163 121 120 95 96 100 73 50 88 121 127 236 68 59 66 52 121 101 59 80 82 66 109 103 142 124 90 106 97 100 101 100 99 84 129 110 0 99 71

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CHILDREN 2-5 YEARS CHILDREN 6-11 YEARS CHILDREN 12-17 YEARS RACE-WHITE RACE-BLACK RACE-ASIAN RACE-OTHER HISPANIC ORIGIN/ DESCENT OWN HOME RENT HOME LIVE RENT FREE PACIFIC- MKTG REGN SOUTH WEST SOUTH EAST WEST CENTRAL EAST CENTRAL MIDDLE ATLANTIC NEW ENGLAND COUNTY A COUNTY B COUNTY C 76 96 118 105 92 89 64 74 108 85 77 102 89 92 82 64 147 154 123 96 81 61

COUNTY D

Geographic Considerations
NeverFades Media used TimTams MRI data to pick out Brand Development Index

and Category Development Index.

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From the calculations we should focus more East Central, South West, Middle

Atlantic and New England because the Category Development Index is all above average and we want to increase our brand in these areas since some are below average yet, there is potential while Middle Atlantic and New England are doing above average and we want to keep it that way so we need to focus on these sections of the regions.

Timing and Purchase Cycle

According to syndicated data from the Nielsen Trade Index, cookie sales peak during the months of September for back to school, December for the Christmas holidays and February for Valentines Day. These months show a sales increase of about 20%. Throughout the other 9 months of the year cookie sales typically remain stable. Based on

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this data, we decided that a good time to launch Tim Tam cookies would be around the month of August and the best times to advertise would be throughout the peak months.

Media
* Which media will match the lifestyle of the target audience? * Include research (MRI, Simmons, Scarborough, etc.) here to back up who you think the target audience should be The media that will match the lifestyle of our target audience of young females 18- 24 would be a mix of social networking and magazines. Millennial are 53% more likely than all U.S adults to feel that social networking websites are very important for finding information about news and other current events. (http://www.scarborough.com/free-study-details.php?study_id=omg-is-your-medium- reaching-millennials&q_string=&s_string=/free-results.php). Because Millennial are so insistent on daily social media use, it makes sense to use online advertisements and use Facebook and Twitter pages to inform, remind and engage our young target audience. Luckily, online advertising and social media use is very inexpensive compared to television. The ease of access in engaging with the medium is critical, by understanding this we can craft an intuitive marketing mix to appeal to this young audience. In 2012, 42% of social media users are in our target range of 18-24. According to Scarborough, social media grew 238% between 2009 and 2012 and has seen unprecedented growth compared to all other media forms measured by them. Here is a breakdown of digital media usage for U.S adults

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According to the same study, 49% of the Millennial updated their status and 39% said they Like something, and 17% became of Fan: of something. If we could capture even a portion of attention using a Facebook or Twitter page, along with paid advertisements and recommendations, even if our target audience is not clicking or sharing it they are still being exposed to it making it more likely they will check out Tim Tam cookies on a grocery store end cap. According to a study by MPA which surveyed over 1,000 consumers between the ages of 18 and 34, they found that nearly all millennial read magazines93 % of those surveyed said that they have looked at a magazine in the past 60 days, and 37 percent read a digital editionand are hooked on mobile technology and social media. These readers interact with magazines through social media, but content only. The survey's respondents made it clear that they want to get something tangible out of their social relationship with a magazine, whether it's promotions, discounts or the chance to win something. In fact, that's

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the main reason that more than half of the people surveyed follow a magazine on Twitter. Contests were the biggest draw for millennial, 59% of who have entered a magazine contest through Facebook or Twitter, followed by coupons, which more than half of respondents had downloaded from a magazine's Facebook page. Facebook ranked as the No. 1 most-used social site among respondents, as well as their favorite platform for connecting with magazine brands. By using this information we can promote Tim Tam with contests and discounts to draw in our audience. (http://www.adweek.com/news/press/study-millennials-engage-magazines-social- media-143075)

Market Share

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Pepperidge Farm TimTam cookies. high quality, unique international cookie, m oney back guarantee. Higher end cookie compared to competitors, coupons available. Internet or phone order and pick up option in larger cities. Social Media, Television, Internet, contest promotions and advertising.

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1. Target Audience/ Media Mix

a. The best strategy to maximize TimTam cookie revenue is by targeting a larger audience. After extensive research, we know advertising efforts will be best spent on Women, specifically ages 18-34 and older than 30. This demographic has proven to be doing the majority of grocery shopping. Also, the cookie will be marketed as a higher quality brand, adding to its appeal. We dont believe it is necessary to focus on just Caucasian women. According to the Pepperidge Farm website, TimTam has proven to be successful all across the world with different ethnicities, including African Americans and Latinos.

Geography
The brand should focus advertising efforts in suburban and urban areas. TimTam is more of an upscale, yet affordable cookie; we see the most room for growth in cities of at least 50,000. Our strategy for TimTams is to make any event a little more sophisticated. Often times, when women are on the go they dont have time to prepare a really lavish dessert, TimTam can help with that. These cookies are convenient, but still show effort. Sales in rural areas will be lower, so wed like to focus some advertising efforts on bringing sales in these less affluent areas up. This can be achieved through strategies like end-cap displays as well as discounts. National advertising has been requested, and we will also employ strategies that use new media (Facebook, Twitter, and Pinterest) to reach a larger audience and aid in sales. b. By looking at both BDI and CDI data it is apparent that women should be the focus of all advertising efforts. Their market share of the product is much higher than any other demographic (see BDI charts in appendix). We do not recommend focusing on lower BDI

20 areas (such as men), but instead, maintaining high recognition from women across the country.

Target Market Psychographics:

We used VALS (Values, Attitudes, and Lifestyles) to determine the psychographics for our target market. The three VALS we decided would best fit our target market are Achievers, Believers, and Survivors. Achievers are structured around family, their place of worship, and work. Our target market makes a solid income, and has large families which are both good for marketing Tim Tam cookies. They have the money to afford the cookies, as well as the children who would want to eat the cookies. Achievers are active in the consumer marketplace, telling us they enjoy to shop and will be consistent in buying Tim Tam cookies. Believers are highly structured around family, and they stick to what they love. We targeted believers because they are extremely loyal to their products. Once they choose Tim Tam, they will stay with Tim Tam for life. Survivors are similar to believers in that they are loyal to their favorite brands. Once they choose Tim Tam, they will stay with Tim Tam.

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Values, Attitude and Lifestyle (VALS)

Scheduling

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Social Media Outdoor Internet TV Magazine

Media Budget
Historically, spending for combined Pepperidge Farm brands has been under $10 million annually. New brand launches are known to cost over $20 million (TimTam case). Never Fades is proposing that the total media budget for the 2013 campaign to launch TimTam Cookies should be roughly $20 million. We want to make sure that TimTam Cookies launch in a big way because competitors already have a brand presence and we need to stand out amongst them. Since end cap displays are the number one most effective form of point-of-purchase advertising, we are prepared to spend about $4 million over a 6-month period (September, October, November, December, January, and February) on these displays. This leaves us with $16 million left to spend on traditional/non-traditional advertising. Our target market is a woman over 30 and their children. The media vehicles to best match this target market will be visual forms such as network TV, magazines, internet

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banners/keywords, social media, and outdoor. There are approximately 2.4 TVs per household in the U.S. and the average time a person spends watching TV is 7.5 hours per day (class notes), women average 2.8 hours per day (American Time Use Survey.) Therefore, TV advertisements and the other visual outlets mentioned will be sure to catch the attention of our target market. It is crucial to also incorporate social media in our plan. The average age of social networking site users is 37 years old and 56% of all people use some form of it (http://www.statisticbrain.com/social-networking-statistics/). With the current social media craze it will be immensely effective to use social media advertisements in the 2013 TimTam launch campaign.

Scheduling and Timing

Objective:
Pepperidge Farm Tim Tam Cookies will utilize traditional media as well as non- traditional media such as Facebook, Twitter and Pinterest. Using a strong start up pulse for our new cookie we aim to increase brand awareness to make our audience more receptive to our later advertisements. A strong seasonal pulse will be effective during traditional holiday months when family gathering is valued.

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Strategy:
Studies have shown that cookie sales jump dramatically during traditional holidays. Outside of those peaks the strongest sales months for the overall cookie category were October, May and June. The first few summer months sell many cookies because it is the beginning of summer and people are ready to relax and reward themselves or their family with some extra dessert. January sales in the cookie category were below average in the past few years and we accredit this to New Years resolution diets. Scheduling commercials during daytime television hours will be effective in reaching our female target that average 2.8 hours of television a day (American time use survey). Specifically Thursday through Saturday when women are most likely shop along with spend the most time shopping at 46 minutes. (Time Use Institute.) We plan pulse a substantial amount of advertisements around traditional holidays such as Christmas, Thanksgiving, Labor Day, Easter and Valentines Day to ensure Tim Tam is in consumers mind when walking through grocery aisles. Our strategy of pulsing advertisements during peak holiday sales times to allow us to capture a majority of category consumers with less advertising dollars than we would if we were running continuous advertisements throughout the year. It will be effective during peak seasons to run 350 GRPS, and during periods of less consumption drop to 150 GRPS. Also during those seasons the $4,000,000 of budget set aside for End-Caps will be utilized.

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Running them continuously without break would be wasting money in the off months when cookie sales are dismal (like January). Our target market of Women over age 30 with children gives us a great opportunity to utilize holiday cookie sales because the mother of the house is the one who likely does the shopping for guests of the household. Also our secondary market of women 18-24 will be home for the holidays and we aim to plant Tim Tam in their mind as a delicious chocolate treat, which many women this age crave around holidays. By successfully marketing to these target women, Tim Tams will be passed on to many houseguests and family during the holiday season. This will greatly increase trial and awareness of Tim Tams, helping us to achieve our goal of raising brand awareness by 12 percent.

Sales Promotion
Objective:
There is a large emphasis on sales promotion in the cookie industry, and this will be one of the biggest tasks in this campaign. The goal for Pepperidge Farm is to increase the current sales by 12% among 18-25 year old women along with women aged 44+. This goal will be accomplished through various promotions activity as well as an Internet goal of generating more followers on Twitter, likes on Facebook and more viewers on the Pepperidge Farm website. Increasing sales and brand awareness will be accomplished through customer interaction on Instagram and Pinterest along with Television, magazines, radio and outdoor advertisement.

Strategy:
NeverFades Media budget allows $16 million to be allocated toward sales

promotion. We will allocate this money towards promoting the new Pepperidge Farm cookie TimTams. We will use Television and Magazine to attract the older demographic. $2

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million of the budget will be spent on commercial on network stations such as Lifetime, Hallmark, General Drama Primetime and Entertainment Specials like CMT Music Awards, The Emmys, Oscars, etc. According to TimTams MRI data these were the top five highest ranked indexes among women. Entertainment Specials took the lead with 49.7% of women who watch this station followed by General Prime Time with 47.7%, Lifetime 22.8% and Hallmark 14%. These channels will Pepperidge Farm commercials appear with the flight and hiatus technique to get more reach. We also set aside $2 million for magazine ads. Magazines like Rachael Ray, Redbook, Working Mother and Real Simple will be the starting samples that we use in our campaign. Each magazine having a $500,000 ad limits spending. Pepperidge Farm will partner with Rachael Ray and be premiered in her magazine along with a follow up introduction on her TV show Rachael Ray. Neverfades will use $1 million on outdoor advertising in forms of billboards near

exits that offer superstores, grocery stores and convenience stores. To follow up on the billboards Neverfades will also premier radio ads to stations. We will be doing contest where customers can get coupons for winning. Since our target audience is for women in their 40+ we want to look at those who have children. One contest can be having the target audience involve their children. Take pictures/videos of them or their kids doing different things were the TimTam cookie is involved for example, picnics, birthday parties, making something out of them, or simply enjoying the cookie itself for the reward for getting free TimTams or a gift card to a grocery store. This way we can use all of these pictures and video and use them in our next commercial or advertisement. Another contest is having two types of packaged TimTams- one for adults,

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one for children. Both children and adults will design a TimTam cookie package for the cookies to be sold in. The winners will receive the recognition of creating this package and have customers looking at TimTam cookies to see if the new look has been released. Going along with this idea every one to three months we will give the opportunity again so new designs can come out. Examples are Halloween, Christmas, Valentines Day and spring/summer. Doing this we hope to keep the customers attention by them knowing/anticipating a new design is coming out. Accompanied by the customers possibly purchase a newly packaged TimTam cookie just because the package is cool and different.

Internet Strategy
Visits to Pepperidge Farm Twitter account will generate a source of information

about other promotions, new products and other happenings with Pepperidge Farms. Consumers can go to Pepperidge Farm Pinterest Page to find new way to use Pepperidge Farm cookies and other Pepperidge Farm products. A link on Pepperidge Farm Facebook Page, Pinterest page and website will all link together. On their website people can post comments on their biggest cooking mishap and how Pepperidge Farm saved the day.

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Ostrows Matrix

The estimated frequency tells us that our advertisements to effectively reach the target and have a lasting impact the ad needs to be seen on average 4.0.

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BUDGET

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STATISTICS

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American time use survey. (2012, June 22). Retrieved from: http://www.bls.gov/news.release/atus.nr0.htm Class lecture 1/23/2013, Gerdes, Michigan State University, East Lansing, MI Costello. (2008). Retrieved from http://www.managementstudyguide.com/advertising-scheduling-
models.htm

Facebook profiles by age: Infographic. (2013, April 25). Retrieved from

http://www.onlinemarketing-trends.com/2011/03/facebook-profiles-by-age-infographic.html

Gawronski, K. (2009, December 01). Cookies: cookies sales increased, with encouraging results in the mini cookie subcategory.. Retrieved from: http://www.thefreelibrary.com/Cookies:cookies sales increased, with encouraging results in the..-a0215931716 Goodman, J. (2008, October). Grocery shopping: Who, where, and when. Retrieved from
http://timeuseinstitute.org/Grocery White Paper 2008.pdf

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Great cookie. (2011, March 09). Retrieved from http://candy-critic.blogspot.com/2011/09/great-

cookie-graph.html

Harden, S. (2010). Retrieved from http://www.statisticbrain.com/social-networking-statistics/Logo maker. (2011). Retrieved from http://logotypemaker.com/