Original Warden, Inc.

4023 Kinloch Hold Circle

Lake Calenhad, Ferelden 89234
Client:

Orville Redenbachers

Account Executive:

Elizabeth Gardner

Project Type:

Print Ad

Date:

Mar. 29, 2016

Course:

JOUR 463-1001

Project Overview:
In 1919, at the tender age of 12, Orville Redenbacher began his quest for the lightest and fluffiest
popcorn. Orville Redenbachers Gourmet Popping Corn presents the perfect blend of old-fashioned
nostalgia and corn-popping innovation. Orville perfected the popcorn hybrid in 1965, bringing
Americans the tasty delight of the fluffiest and airiest popcorn on the market. Orville Redenbachers
product leaves hardly any unpopped kernels (44:1 ratio of popped to unpopped kernels) and minimal
hulls.
The new campaign hopes to revamp Orville Redenbachers image as a relevant and modern brand that is
caught up with and instrumental in pop culture. While Orville Redenbachers has classic sensibilities, the
brand is trendy and progressive.
Actor Leonardo DiCaprio has signed with Orville Redenbachers to act as a spokesperson and celebrity
endorser for Orville Redenbachers Gourmet Popping Corn.
Client Objectives:
Articulate to audiences that Orville Redenbacher pops the most kernels among all other competitors.
Increase brand affinity by driving traffic to all social media sites by 25%.
Increase sales by 10% by the end of the fiscal year.
Target Audience:
Popcorn consumers indulge in their cravings and understand the importance of relaxing in front of the
television after a long day. Orville Redenbachers target audience can be best categorized as cinephiles
or movie lovers. They have Netflix subscriptions and rent recently released DVDs from Redbox or
equivalent approximately once a week. They are also deeply connected with pop culture and are
frequent social media users. The target consumer watches The Academy Awards and the Emmy Awards
religiously and always has a bowl of popcorn in their lap when they do.

The target demographic is 25-44 and prefers the taste of Orville Redenbachers Gourmet Popping Corn
over all other popcorn brands. Consumes are dealer sensitive and rotate brands they buy on account of
price and incentives.
Current Belief:
Consumers view Orville Redenbachers as the best tasting popcorn on the market, but they are not
brand loyal. Orville Redenbachers brand is tired and old-fashioned, and therefore does not resonant
with the 25-44-year-old target market. The spokesperson, Orville Redenbacher, no longer holds
relevance in the minds of the consumers.
The ONE Message:
Orville Redenbachers gourmet popcorn pops more kernels per bag.
Big Idea:
Orville Redenbacher cares about the shy guys. The shy guys are those kernels that would go unpopped in competitor bags, but Orville Redenbacher guarantees both quantity and quality of light and
airy popcorn puffs.
Audience Relevance:
Orville Redenbacher himself is no longer relevant. Integrating a popular celebrity endorser, like
Leonardo DiCaprio, revolutionizes the brand with a fresh new face.
Tone:
The tone should be sweet, wholesome, whimsical and current. It should leave the consumers laughing
with a hankering for light and fluffy popcorn. All jokes must be clean and inoffensive.
Mandatories, sacred cows or landmines:
Actor Leonardo DiCaprio has signed on as a spokesperson for Orville Redenbacher, so his likeness should
be integrated through the campaign.
The ad must include the company logo. It cannot be tilted, stretched, compressed or otherwise warped.
The logo must appear in the standard concentric oval.
Deliverables and executional guidelines:
The campaign should command platformability across multimedia channels:
National TV spot: 30 seconds, Prime Time, FOX and AMC
Digital Billboard: 3 months, NY subway station
Magazine: page, 4-color, Films, Entertainment Weekly, Variety
Direct Mailer: Email, Coupon promotion, Buy one, get one free

Timing:
Kickoff Meeting Date Mar. 29, 2016
Internal Review Date Apr. 21, 2016
First Client Review Date Apr. 25, 2016
Revisions Due May 18, 2016
Second Client Review May 23, 2016
Final Creative Review June 1, 2016
Media Due Date June 13, 2016
Measurement and success criteria:
The advertisements should reach 80% of the target audience and yield an increase of sales of Orville
Redenbachers Gourmet Popping Corn by 10% by December 1, 2016.
Facebook likes and Twitter followers should increase by 10% and 6% respectively.
TV commercial should generate 150 GRPs and be viewed an average of three times per target consumer.
Attachments and reference materials:
Top competitor, Pop Secret, released an ad in 2014 that showed popcorn twerking to Electronic Dance
Music: http://time.com/2976884/pop-secret-ad-shows-what-its-like-when-popcorn-goes-to-a-rave-andtwerks/
Pop Secret has a promotion tied to Marvel to promote Captain America: Civil War:
http://www.popsecret.com/marvel-promo.html
Previous line of Orville Redenbachers print ads: