Launch Screamin Sicilian
-
Upload
mari-randa -
Category
Documents
-
view
273 -
download
1
Transcript of Launch Screamin Sicilian
Assault your taste
buds!
MARKETING SUPPORT
AUGUST 2013
TryMe!
2
Marketing Support
• A two-phased approach is planned to launch Screamin’ Sicilian, an out-of-the box, new frozen pizza brand:– Phase 1 focuses on raising awareness– Phase 2 helps further establish brand personality
and supports product trial
TryMe!
Phase 1
• Launch digital media including FB, Twitter and microsite at: www.screaminsicilian.com
• Press release/product samples to media and influencers
• In-store support: clings, cardstock signs and 2x2’ freezer-top signs
TryMe!
4
Phase 1
• Healthy banner ad schedule. Ads link back to microsite
TryMe!
5
Phase 2
• During phase 2, phase 1 efforts continue• In addition, the following begins:– In-store brand experience/sampling– Launch of App– Additional online banners that support the app
TryMe!
6
In-store Experience
• A glimpse of the phase 2, in-store experience:– Sandwich-board sign at
store entrance– Screamin Sicilian’ brand
ambassadors hired to conduct sampling+
TryMe!
7
In-store Experience
• Specific Screamin’ Sicilian booth• Branded items to support in-store
experience including T-shirts & napkins
TryMe!
8
In-store Experience
• Activities include:– Product sampling– Couponing – Cart drops
• FREE pizzas given away at store sampling (three)
– Branded bags game to create in-store “noise”
TryMe!
9
Launch of App
• App is timer/game & is scream activated
TryMe!
Following a successful launch, Screamin’ Sicilian has grown in both product offerings
and sales, exceeding expectations.