Kingsford Charcoal �Quality is Kingsford

JBEL New York

AGENDA 1

Marketing Objective

Consumer Insights

2

3

Big Idea

4

Media Plan

5

Overview

Expected Results

8

Social Strategy

7

Creative Work

6

America loves to grill.

Kingsford grills the best barbeque.

Let’s give Americans the barbeque they

deserve.

Overview of American �Charcoal Grilling

•  Three out of four US households own a barbeque grill.

•  The total number of US barbeque events grew 114%

from 1997 to 2000. •  Most die-hard grillers prefer charcoal grilling

over gas grilling for its hands-on experience and more authentic flavor.

Overview of American �Charcoal Grilling

•  Common reasons for barbequing include:

Great flavor

Desire to be outdoors

Hanging out with friends &

family

Informality Change of pace

Easy clean-up

Hamburgers Steak Hot dogs Chicken breast Ribs Pork chops

•  Most popular foods for the grill include:

Grilling as a Passion

“[Grilling] is a passion, a way to cook that won’t let you call it a chore…Most of all, it’s a surefire means to get yourself from here

to a decent meal, having loads of fun.”

Excerpt from Born to Grill: An American Celebration

History of Kingsford •  Established in the 1920s by Henry Ford •  Commercialized by E.G Kingsford – Creating a new brand and a new industry

•  Kingsford now holds almost 60% market share in the charcoal grilling category

•  Main competitors: – Royal Oak – Private label brands – Gas grilling

Kingsford’s Struggles •  Low brand awareness – Complete lack of advertising – Decreasing media spend

•  Decrease in charcoal pricing gap – Royal Oak & private label increased pricing 10% – Kingsford pricing remained constant

•  Shift to gas grilling – Charcoal grill shipments dropped 3% in 2010 – Gas grill shipments grew 8% in 2010

Obstacles to Overcome

0  

10  

20  

30  

40  

50  

60  

2007   2008   2009   2010  

Gas  

Charcoal  

Dual  

Grill Penetration Trends – (read data as percentage of households that own grills)

Source: Charcoal U&A 2000, as supplied by Clorox.

Capture remaining sector of the charcoal market

Opportunity One

Revamp brand’s image and awareness

Opportunity Two

Increase Market Share by +3.2%

Marketing Objective 1

2

3

Increase Top-of-Mind Awareness by +20%

Increase Seasonal Sales by a minimum of +5%

Cranking Up the Heat

Establish awareness of the Kingsford

brand

Increase interest in

Kingsford’s differentiating

attributes

Create excitement

about quality grilling

Convert charcoal

grillers into Kingsford

grillers

Types of Grillers Regular Exclusive

•  Perfecting life skills

as a reflection of “who I am”

•  Believes in personal integrity

•  Family provider •  Grilling with real

charcoal is a skill worth knowing

“I believe in an honorable “Right Way” to Grill, a structured

routine to grilling, perfected over time, which is both personally

satisfying and provides recognition as a leader and

provider”

Instant Acceptor

•  Looks for fun in everyday experiences

•  Wants a no hassle, easy meal for the family

“I’ll provide the environment to have fun—the more formal the

occasion the less fun it is. I know how to spend quality time with

my family.”

Instant Exclusive

•  Needs chores to be over quickly and easily

•  Grilling gets people out of the kitchen to have fun

•  Needs minimum fuss charcoal that is fast and easy

“It’s not the process for me, it’s the outcome, I’m often rushed and

pressured, so I feel smart when I can use a product that helps me get chores done and I feel like a caring parent when I can find

ways to free up time.”

Target Audience

Meet Bill and Sarah - 36 and 32 years old - Married with 2 children - Live in St. Louis, MI - Bill works at a local bank as a financial advisor and Sarah owns her own small business - Lead a semi-active lifestyle - They are busy during the week, but enjoy taking time to relax with friends and family at weekend gatherings - Bill cares about the quality of his food and Sarah likes easy, no-hassle foods to make for the kids

Key Insights

People like to find easy, no-hassle fun in everyday experiences

Quality of Taste = Quality of Experience (Food only tastes great when you feel great about it)

1

2

Big Idea

Because why

wouldn’t you want the best?

Introducing:

The “Steakcation”  

Introducing: The “Steakcation”

Life moves fast.

Introducing: The “Steakcation”

Life moves fast.

You don’t always have the luxury of a vacation away from home.

Introducing: The “Steakcation”

Life moves fast.

You don’t always have the luxury of a vacation away from home.

So why not take a staycation?

Introducing: The “Steakcation”

Life moves fast.

You don’t always have the luxury of a vacation away from home.

So why not take a staycation?

Or better yet, a STEAKcation.

Introducing: The “Steakcation”

Life moves fast.

You don’t always have the luxury of a vacation away from home.

So why not take a staycation?

Or better yet, a STEAKcation.

Activity of grilling

Mindset of vacation

Media Objectives & Strategies Objective Strategy Tactic

Target consumers who already use charcoal

Engage consumers personally through targeted outreach

•  Appeal to families via community outreach

•  Television

Concentrate media mix on areas that reinforce passion for grilling

Reach consumers in relevant places of recreation and lifestyle

•  Outdoor activities •  Sports games •  Recreational get-

togethers/holidays

Utilize media channels that leverage opportunity for consumers to connect

Remind consumers of the simple joys of grilling

•  Facebook, Twitter, Instagram, YouTube

•  Mobile app

Reach secondary targets who may be interested in switching grilling categories

Show gas grillers why Kingsford provides better quality product

•  Television •  Word-of-mouth

Deliverables OOH: (10) Billboards spread across I-24, I-74 and I-15 Digital/Social: Facebook: Twitter: Purchase #Steakcation hashtag / sponsored tweets / promoted tweets YouTube: How-to series uploaded 1x a week from June 1-August 1.

Television: Brand: (2) :30 Food Truck Event: (1) :30 / (1) :15 (Runs April 15, 2013-September 1, 2013) Radio: Sale Event: (1) :30 / (1) :15 for each major Summer Holiday (Mother’s Day, Father’s Day, July 4th, Labor Day, Memorial Day, Special Occasion Tailgate) Food Truck Event: (1) :30 for each local market (St. Louis, Des Moines, Jacksonville, Grand Rapids, New Orleans, Memphis, Nashville, Lexington, Louisville, Dallas) Newspapers: FSIs/coupons Regional newspapers (see markets above)

Tactics AWARENESS INTEREST ACTION REPEAT

TV

OOH

NEWSPAPERS

ONLINE & MOBILE

RADIO

Tactics AWARENESS INTEREST ACTION REPEAT

Food Network Local FOX stations TLC

Billboards Street Fixtures

Sports Section of Regional Papers

Facebook Twitter YouTube Instagram Kingsford Website

WFPL KDPS WCRJ WBLU WRFL

Enough talk.

Let’s grill.

Raise Awareness “Quality is Kingsford” :30

Raise Awareness “Kingsford Grill Truck - Taste” :30

Raise Awareness

We all need a vacation.!So take a STEAKCATION.!

This time, it’s on us. !

The Kingsford Grill Truck is coming your way!!Come on down

for food, drinks,

friends and fun.!!!!!!

Louisville !Family Fun Day!

12pm-6pm!

Scan the QR code for access to our mobile app & Track The Truck!!

Raise Awareness

Reinvigorate Emotion

Drive Action

Drive Action Radio Spot #1 “Grill Truck - Louisville” :30

SCRIPT (Ambient Park Sounds Playing) VO: When was the last time you took a STEAK-CATION? (Crickets) VO: Don't miss the Kingsford Grill Truck stopping by [Louisville’s Family Fun Day at Cherokee Metro Park] from [12:00pm-6:00pm] for free food, drinks, entertainment, and a chance to win a$10,000 paid steak-cation of your dreams! (Pause) VO: Follow us on Twitter @TweetKingsford or on Facebook at www.facebook.com/KingsfordCharcoal to see when we'll be coming to your town. (Sounds of family having fun) VO: When it comes to barbeque grilling, quality is Kingsford.

Drive Action Radio Spot #2 “Steak-cation” :30

SCRIPT (Front door shuts; man groans) VO: Long week? (Pause) VO: Fire up your weekend and take a quick “Steak-Cation” with Kingsford. Savor the ONLY way to grill - - Kingsford’s faster lighting, longer lasting, authentic American charcoal. (Sound of grill getting started up; cooking) VO: This week, pick up a 15 lb bag for only $2.99 or a 30lb bag for only $5.49, available at a Home Depot near you. (Pause) VO: And when it comes to relaxation, remember: Quality is Kingsford.

Create Shareable Experiences

Digital “How-to” YouTube series with Food Network chefs Guy Fieri, Bobby Flay and Giada de Laurentis

   

Create Shareable Experiences

Social Media Strategy Leverage social media platforms to connect

Consumer Brand Consumer Consumer

sharing

Take a #Steakcation.!!

This time, it’s on us.    

The Ultimate STEAKCATION!

An all-expense paid trip to the vacation of your dreams! ""One lucky winner will learn how to grill in style with private grilling lessons from star chefs while vacationing in paradise!""(Up to a $10,000 value)"

Check in every week for a chance to win dozens of other great prizes! Including:""•  Private grilling lessons from a

star Food Network chef"•  A collection of ultimate grilling

seasonings"•  Personal grills"•  A set of grilling tools"•  Year supply of Kingsford

Charcoal!"

Kingsford  SteakcaBon  

Upload pictures and recipes from your Kingsford Steakcation for a chance to win the ultimate grilling necessities. Upload from Instagram for extra entries!""You’ll also be entered into a Grand Prize drawing for the vacation of your dreams!"

Social Media Strategy Connect consumers through a communal

activity and create a shared passion

Search engines

Food Network website/blogs

Social Media Strategy

•  115,450 “likes” •  Leverage

relationship between Kingsford & consumers / consumers & consumers

•  Polls, questions, conversations

•  Steakcation sweepstake/app

•  2,740 followers •  Create dialogue

between Brand and consumer

•  Utilize hashtags to increase brand awareness

•  Purchase promoted tweets

•  Twitter Parties

•  469 subscribers •  83 Videos •  Video diary of

Kingsford Grill Truck Tour

•  How-to series with Food Network celebrity chefs

•  Family activity videos

Social Media Recommendations •  Integrate all social media

platforms •  Engage consumers in a more

relevant and meaningful way •  Post daily so as to maintain

interest across platforms •  Create cross-channel

integration •  Develop a Food Truck Tour

mobile app to keep consumers up-to-date

Track the Kingsford Grill

Truck!!

Check in with foursquare for freebies and

exclusive giveaways!

Action & Expected Results

Establish awareness of the Kingsford brand

-- Increase

advertising budget.

Increase interest in Kingsford’s differentiating

attributes --

Premium quality. History.

Create excitement

about quality grilling

-- Provide relevant

personalized experiences.

Convert charcoal grillers into Kingsford

grillers --

For those who love quality

experiences, we provide

quality product.

Providing superior American quality and genuine American fun.

Thank you

Questions?

Appendix

SWOT Analysis STRENGTHS

•  Positioned as premium quality brand

•  Longest running business •  Longest burning charcoal •  Leads in market share

WEAKNESSES

•  Heavy allocation of budget to price reductions

•  Lack of advertising •  Lack of brand awareness •  Decreasing media budget

OPPORTUNITIES

•  Revamp and re-launch brand image

•  Shift budget from price reductions to media spend

•  Convert gas grillers to charcoal grillers

THREATS

•  Consumer shift to gas grilling •  Decreasing price gap among

competitors •  Private label brands increasing

in market share

Media Blueprint Medium/Channel Advantage

TV Reach a mass wide audience; create an emotional response

Radio Reach local markets; generate buzz through local events and sales

Newspapers Reach wider local market than radio; create consumer incentive to reach purchase point

OOH Reach a wide audience of primary and secondary targets ; create reminders

Online Generate large amounts of buzz; create engagement with consumers; collect data

Event Marketing/PR Affect consumer attitudes and opinions; offers personalization

Creative Brief • Raise awareness of Kingsford’s superiority; spur shift from Royal Oak & private label to

Kingsford

Advertising objectives

• Men and women 25-40; mid- to high-income level; suburban; care about quality, authenticity and community activities

Target audience

• Primary: Royal Oak and private label brand users; Secondary: Gas grill users

Principle competition

• Kingsford gives you top quality product that’s so easy to use, you can add in your own fun.

Promise

• Sincere and fun tone of voice with a touch of humor (one that captures the candid human moments of our consumers)

Tone and manner

• Kingsford is a classic and trustworthy brand that can be modern and exciting, too.

Net impression

The Pitch

Sell the idea of Quality goods. Quality taste.

Quality experience.

Big Idea

Because why wouldn’t you want the best of each?