Delivering SuccessAll Agency Meeting 14 May 2015

Introductions

PURPOSE OF MEETING

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1. Share the planned Q2-4 programmes in order to improve cross agency support and drive brilliant execution

2. Define KPIs for all work streams & understand how they fit with the overall campaign KPIs required to demonstrate success & secure re-investment

3. Expand our beer knowledge & expertise !

ACTIONS: MAY 14 2015 ALL AGENCY DAYWorkstream Interdependency & Actions

Sapient - Creative

• Finalise beer style guides & send to all agencies; Share unused TV film content with Telegraph Hill • Finalise TV, Cinema; Agree with MS OOH beer style vs food creative & media plan + timeline• Review overall & campaign KPIs – feedback challenges & builds

Mindshare- Media

• Share current TV & Cinema media plan with Frank & Telegraph Hill• Finalise VOD with Videology• Set up meeting to agree food vs beer style creative mix in context of media buy & plan

Frank- PR & Events

• Develop optimum plan for press releases to optimise coverage of full programme• Include % positive PR sentiment in CEO overall KPIs• Finalise PMA & The Grocer exclusives & roundtables – invite to BeerClub Live Event etc • Work closely with Telegraph Hill on content development & message coordination + all agencies on programme details

WhyNot - On Trade

• Incorporate KPIs & targets into overall CEO KPIs • Share plans, video content etc with Telegraph Hill & Frank

Off Trade • Review & share all learning – IPSOS & Kantar form Tesco Spring Drinks• Progress activation & discussions with Tesco, Sainsburys, COOP & Waitrose

Telegraph Hill - Social

• Explore TV & Film moments based on media plan; Explore goodness of beer & myth busting content opportunities• Agree optimum timing & plan for Instagram launch • Agree which 1-2 KPIs should be included in overall CEO KPIs

Ways of Working

• Each agency to appoint a single point person for inter agency communication & co-ordination• Agencies to talk to each other more directly rather than via DC, NG & LD • Continue weekly status calls; next all agency meeting in Sept/Oct

AGENDA

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When What Who10.30 Coffee All11.00 - 11.15 Introduction David 11.15 - 11.45 Creative – TV, Cinema & OOH + Beer Styles / Brand Identity Sapient Nitro

11.45 - 12.15 Media Plan Mindshare 12.15 - 12.45 PR & Events Frank

12.45 - 13.15 Lunch All

13.15 -13.45 Off Trade Neil

13.45 - 14.15 On Trade Why Not

14.15 - 14.45 Digital & Social Louise & Telegraph Hill

14.45 - 15.00 Re-investment Decision: KPIs & Measurement David

15.00 - 17.00 Fullers Brewery Tour & Tasting Jane Peyton

30 minute sessions – presentation & questions Focus on Q2-4 planned activity – support required from other agencies & your KPIs

• Identified key barriers to category growth; Quality, Diversity & Versatility

• Developed a strong proposition supported industry wide ….There`s more to beer!

• Developed a new motivating creative idea & new campaign identity that is liked by consumers & trade…There`s A Beer For That

• Developed clear identity for authors & supporters of our campaign – Britain`s Beer Alliance & signed up 50+ members (90% of UK Brewers)

• Successfully developed & launched new programme eg TV, Digital, Social, PR & Events

• Engaged, involved & listened to more stakeholders; Improved quality of work & enhanced credibility of campaign

• Strong consumer tracking research results - 1 month post launch

• Category back in growth (+1%); First time for 10 years

IN 2014 WE DELIVERED A TURN AROUND IN CAMPAIGN

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OFF-TRADE

Need states

Ease/Low effort, meal comes 1st, Comfort, everyday, functional, Reward occasion, Evening predominantly, Shared, Convenience, enhancing the meal occasion

Cultural insight

More single HH’s, More time at home has grown the off-trade, Jamie Oliver generation, Average consumer eats only 7 different meals a month, Wine is the default choice in meal deals, Online shopping is growing

BarriersThe fit of beer with food, Sharing (cheaper to buy wine in

a group, Breaking the wine routine, Beer isn’t seen as healthy due to physical properties (fizzy=bloating)

Education of beer with food, Credibility with certain foods, Beer isn’t instant drink (chilling) Female role as

the gatekeeper in shared occasions

Consumer insight

Work/Life imbalance is piling pressure and stress, 1/3rd of UK adults are fed up with Mundane meals,

The disparity between belief that beer is a good accompaniment for food (58%) and those that do

drink with normal meals (28%)

INSPIRE PEOPLE TO MAKE MORE OF THEIR EVERYDAY MEALS (WITH A BEER)

EASY, CONVENIE

NT

REWARDS

MUNDANE

REPERTOIRE

MEALS

JAMIE OLIVER

GENERATION –

SPEED / EASE

LACK O

F

CREDIBIL

ITY

IN B

EER+ FOOD

INFORMAL MEALS

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OFF TRADE

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ON-TRADE

Need states

Treating, more indulgent, Social/Shared experience, Food is the central feature

Cultural insight

Occasion losing shareMajority of beer drunk without foodPub closures

Barriers

Beer credibility with food, Beer seen as social risk, Trade push wine with food, Trade margins are higher with wine, limited beer choice in restaurants, Lack of

diversity reinforces homogeneity, Sharing, Wine is easier in large groups

Consumer insight

On-trade offers greater scope for individual choice / self-expression

Being knowledgeable in-front of friendsWine fits sharing meal occasion

Influenced by ‘social norms'

EMPOWER BOTH TRADE AND CONSUMERS TO BREAK THE FOOD AND WINE HABIT

FOOD INFLUENCES

DRINK C

HOICE

DECLINING

TRADE CHALL

ENGE

INFORMAL MEALS

DISTINCT HABITS EXIST

AROUND FOOD

AND BEER

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ON TRADE

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Help consumers discover that there`s more to beer…than they think

Improve people’s perceptions around the quality, diversity & versatility of beerTarget Consumer Group: 18-54yr Men & Women (existing beer drinkers)

There’s more to beer !

Demonstrate versatility of beer: Prompt wider occasion & consumer

usage

Create awareness & understanding of the

diverse range of styles, flavours & tastes

Educate & Enlighten people on the quality &

goodness of beer

Unite the industry to deliver sustainable category growth through enhancing beer reputation

Re-ignite Britain`s Love of Beer; Encourage existing drinkers to choose beer on informal meal occasions (on & off

trade) Beer is perceived as lower quality, homogenous, masculine, less sophisticate &

suited to informal meal occasions vs. other alcoholic drinks

There`s goodness in beer (Natural Ingredients, Lower Calories, Crafted; There are 125+ beer styles; 5000 +beers; There`s a beer to suit most people, tastes &

occasions; Great with food

CHALLENGE

ROLE FOR COMMUNICATION

PROPOSITION

COMMS STRATEGY

AMBITION

BUSINESS OBJECTIVE

BARRIERS

REASONS TO BELIEVE

There`s A Beer For ThatCOMMUNICATION IDEA

WE NOW HAVE A CLEAR, ALIGNED & FOCUSED STRATEGY

WE HAVE DEVELOPED A STRONG PROGRAMME FOR 2015

Jan

STRATEGY &EVALUATION

ATL & MEDIATV & VOD

CinemaOOH & PressPaid Social

EVENTS & PR

ON TRADE

OFF TRADE

SOCIAL

DIGITAL

Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

#BeerMatch#BeerClub

TV 30 & VOD

Website enhancements #BeerMatch enhancements eg TESCO, CRM

Consumer & Trade Programme

Collaborative Social Content + Grow Twitter + Grow FaceBook, Beer Style

Guide

Afternoon Tea

Marketing Awards

SIBA Beer X

Beer Day Britain

TABFT Social Programme

Tesco Autumn TBC Tesco Spring

Dine with Beer & Beer Club Dine with Beer & Beer Club TBC

BBPA Dinner

Beer Writers Guild

Strat Planning Sign off Wave 2 Tracking

CEO Decision

Stakeholder Interviews

Tesco BeerClub & BeerMatch

2nd Burst VOD

OOH

Cinema

Sainsbury & Tesco Summer

Press TBC

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WE ARE BEGINNING TO BUILD STRONG MOMENTUM !

WE NEED BUILD MOMENTUM FURTHER & PROVE TABFT CAMPAIGN…

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1. Increases reach & attitude change

2. Converts attitude change to behavioural change

3. Secures tangible industry support & investment to amplify TABFT in On & Off Trade

4. Demonstrates our beer category influence & credibility within industry & with key stakeholders

5. Delivers quantified results > KPIs to secure re-investment in 2016 !

Overall Programme KPIs

Campaign & Beer Image #

ATL & Digital >industry norms

Campaign reach & recognition vs eq media weight norms

Suited to wide range of people; A drink for men & women

Wide range of beer styles available

Suited to a range of occasions

High quality

Perfect drink to accompany food

Consumer Behaviour

Beer consideration

Beer preference (first preference)

Number of occasions beer considered the

perfect drink

Amplification Category Performance

Category Growth (BBPA tracker)

Kantar / TNS overall beer market &

consumer review #

On & Off Trade sales uplift in outlets that run programme

& feedback

Retailers & Pub Cos Support -£, Time &

Space

BBPA member support for campaign ~

Diageo & BBPA sign up to fund in 2016

IPSOS & Kantar evaluation of

Tesco activation *

~ BBPA member questionnaire – June* IPSOS & Kantar research in Tesco – May & June # Wave 2 TNS & Kantar consumer tracking – in field in Aug; results in September + optional wave 3 & category review in October

• We have grouped all KPIs into 4 categories • We have defined `quantified` targets & identified how we will measure delivery

OVERALL PROGRAMME KPIS: PROPOSED TARGETS

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KPI 2014 Pre Wave (Nov) 2014 Wave 1 (Dec) 2015 Target (Wave 2 - Aug) 2015 Achievement

Campaign & Beer Image

ATL & Digital outperforms vs norms on all key measures N/A Yes Yes

Reach & Recognition > / = equivalent media weight norms N/A Yes Yes

Suited to a wide range of people 48% 49% 51%

Wide range of different styles of beers available 57% 57% 59%

Suited to a range of occasions 46% 51% 53%

Perfect drink to accompany food 26% 28% 30%

High quality 28% 32% 34%

A drink for men & women 22% 26% 28%

Consumer Behaviour

Beer consideration (current usage + future consideration) 77% 75% 79%

Beer preference (first preference) 59% 56% 61%

Av no of occasions when beer considered perfect drink 10.1 10.4 10.6

Increase in penetration (past 1 month purchase) 75% 73% 77%

Increase in beer category dwell time & increased claimed purchase (IPSOS) N/A N/A Increase vs Control

Stores

OVERALL PROGRAMME KPIS: PROPOSED TARGETS

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KPI 2015 Target 2015 Achievement

On Trade Programme Amplification

Estimated £ value of support (time, space, execution, beer, £) from Pub Cos £100,000

Activities executed in a range of pub companies Activation in at least 4 Pub Cos

Beer sales uplift in Ember Inns & Nicholsons Inns % increase in overall beer sales

Positive feedback from Ember Inns, Nicholsons, Titanic & Everards Positive feedback; desire to repeat activation

Active interest from other Pub Cos to run activities / support campaign Active discussions / plans in development with 2-3 other Pub Cos

Off Trade Programme Amplification

Estimated £ value of support from Retailers (time, space, execution, beer, £) £350,000

Activation in major off trade retailer Activation in at least 2 major retailers

Beer sales uplift in Tesco – measured by Kantar / Dunhummby % Beer category growth during programme

Positive feedback from Tesco & support to run additional activations Positive feedback; desire to repeat activation

Active interest from other major retailers to run activities / support campaign Active discussions / plans in development with other major retailers

Positive feedback from BBA members – SIBA, CAMRA, Cask Marque Positive feedback; tangible support for campaign

Positive feedback on campaign from BBPA members - measured by BBPA survey Positive feedback; tangible support for campaign

Confirmed funding from other brewers for 2016 Diageo & /or BBPA

Beer Category Performance

Category value growth – measured by BBPA growth tracker +1%

Positive growth & momentum in beer category - measured by Kantar & TNS Demonstrable growth & momentum

EXAMPLE OF AGENCY KPIS - 2014 MEDIA

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KPI

Awareness Primary Impressions 1,792,016 7,571,447

Paid (seeded) views of TABFT content

21,838 65,150

Social Lift 1.3x 1.2x 1.3

20% 23% Improved CTR WoW following additional brand keywords being added into the account from our Broad match campaign

101,546 260,468 Continued good performance due to strong view rat. Given current performance, we estimate we will surpass campaign targets

100% 100%

£0.09 £0.10

201Top shows have included Live football, I'm A Celeb, Downton Abbey, 8 out of 10 Cats, Speed with Guy Martin, movie Hancock, The Walking Dead, Live Grand Prix, Rude Tube and movies such as The Departed and American Gangster

5,203,993 Delivered in full

20%

451,113

£0.10

0.67%Good initital CTR for first 3 weeks but has then fallen away. Perhaps the need for refresh of format for next campaign after a certain level of impressions

17,558,725Xaxis has over paced across RTB, seeing over half our planned impressions delivered out over the weekend, which has skewed our CTR. This is currently being investigated along with compensation.

0.06%

1,217,497

0.07%

3,920,441 Currently no activity live on Facebook.

85,435

Engagement Secondary

Primary

Secondary

Buzzfeed Partnership

YouTube

PPCSecondary

Primary

Brand Protection

AwarenessSecondary

20%

£0.10

CTR

Views

CPV

Impression Share

Industry Benchmarks

0.80%

0.14%

Awareness

Awareness

Awareness

VOD

Secondary Impressions/ Reach

Impressions

CTR

52

997,937

0.23%

Organic 420,000

Total 65,875

Paid 57,375

Paid 13,800,000

Digital Display

Twitter Engagement

Secondary Impressions

Impressions

CTR

W/C 24 11 2014 Activity Objective KPIs Notes/HighlightsTracking Red / GreenResults to date

Primary

Facebook Engagement

Primary

Secondary

10,489,790

135,100

1.3x

90 - 100%

Total 6,307,500

Paid 5,887,500

TV

Campaign Target

225

5,200,000

0.80%

49,29,108

0.14%

Primary Engagements

Total 118,850

Paid 117,750

Organic 1,100

Primary Engagements

Organic 8,500

Primary TVRs

Organic 250,000

Currently no activity live on Facebook.

209 5,914

281,916 7,763,216

170,489 3,991,881

111,427

488

Not many impressions delivered this week as we are currently only serving ads in keyword search results

21,367

0

19,985

0

3,292 139,017 Only running keyword targeted promoted tweets in search results. Would recommend refreshing creative and going forward with more keyword and @handle targeted timeline activity.

17,969

3,771,335

3,501 144,931

488 3,398

WE HAVE A STRONG PROGRAMME FOR 2015

Jan

STRATEGY &EVALUATION

ATL & MEDIATV & VOD

CinemaOOH & PressPaid Social

EVENTS & PR

ON TRADE

OFF TRADE

SOCIAL

DIGITAL

Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec

#BeerMatch#BeerClub

TV 30 & VOD

Website enhancements #BeerMatch enhancements eg TESCO, CRM

Consumer & Trade Programme

Collaborative Social Content + Grow Twitter + Grow FaceBook, Beer Style

Guide

Afternoon Tea

Marketing Awards

SIBA Beer X

Beer Day Britain

TABFT Social Programme

Tesco Autumn TBC Tesco Spring

Dine with Beer & Beer Club Dine with Beer & Beer Club TBC

BBPA Dinner

Beer Writers Guild

Strat Planning Sign off Wave 2 Tracking

CEO Decision

Stakeholder Interviews

Tesco BeerClub & BeerMatch

2nd Burst VOD

OOH

Cinema

Sainsbury & Tesco Summer

Press TBC

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TV/VOD/Cinema Out of HomePaid Social – FaceBook, Twitter &

Instagram

Discover more at BeerForThat.com

Discover more at BeerForThat.com

Get a food and beer match by

tweeting @BeerForThat

Tesco On Trade

@BeerForThat profiles

OR

Website home page ; age gate & email

capture

Message

Destination Website home page; age gate & email capture

Discover more at

BeerForThat.com

Website home page ; age gate & email capture

CALL TO ACTION STRATEGY BY WORK STREAM

Join us for #BeerClub

Tell us your #BeerForThat

Discover more at

Tesco.com/BeerForThat

Website home page; age gate

& email capture

Tesco Website; TABFT page;

styles information,

advert etc

Discover more at BeerForThat.com

#BeerForThat

Website home page; age gate

& email capture

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