Holiday Digital Learning Plans & Banner Needs September 6, 2013.
-
Upload
lynn-watts -
Category
Documents
-
view
215 -
download
1
Transcript of Holiday Digital Learning Plans & Banner Needs September 6, 2013.
ThanksgivingTraditions are the must-haves at Thanksgiving,
but I want to deliver my own take on it.Insight
Pillsbury’s Role
Pillsbury always helps you bring your"little wow" to tradition.
Little Wows….From
Sliced BreadTo Freshly
Baked CrescentsFrom Plain
Pumpkin PieTo Easy Cut-Out Leaves on Top
From the Same Old Appetizer
To Something New & Tasty
Reasons to Believe Doability, Guaranteed Results, Ideas to Inspire
Christmas
I love finding ways to wrap all that Holiday togetherness in a little more joy.
Insight
Pillsbury’s Role
Pillsbury helps you boost the joy at all of your holiday celebrations.
Reasons to Believe Doability, Guaranteed Results, Ideas to Inspire
A Little More Joy….
Turning easy Shapes Cookies into festive sandwich cookies
Planning a little activity for the kids at the partyBringing Santa hats
for everyone to wear
Playing festive holiday music
6
Holiday Digital BannersTiming Flow
4 11 18 25 2 9 16 23 30
PieBO
SR Wknd Bfast
Make Thanksgiving PopHoliday Moments that Pop are Homemade Holiday SeasonTake a Holiday from the Holidays Other Campaigns/Messages
Hispanic (TBD)Test &Learn
Post Holiday 3
PF DefenseCrescents Side Bread
Sweet Roll "As Is"Biscuit Side Bread
NOVEMBER DECEMBER
PB BlossomsHoliday Star Cookies
Apple Pie Crescents
Snowman Shapes Reindeer cookies
Snowman shapes
Apple Pie
Cookies
Sweet Rolls
Crescents
Grands Sweet Roll "As Is" Grands Sweet Roll "As Is"
WDD Biscuits
Sweet Roll ShapeApple Pie SR (recipe)
Post Holiday 1Post Holiday 2
Meatball and Breadstick Skewer (BO)
Chocolate Filled Crescents
Side Bread: Do you have enough?
WDD During the Holidays - TBDWDD During the Holidays - TBD
Platefull Impressive Foods (TBD)
Sweet Roll "As Is"
Chocolate Filled Crescents
Mini C-DogCrescent Wrapped Brie
BCP
7
F14 Holiday Learning Needs & Featured Foods
Thanksgiving & Christmas BooksProduct Line Featured Foods/Ideas
Cookies Reindeer Cookies
PB Blossom
Holiday Star
Snowman Shape
Sweet Rolls Sweet Rolls “As Is”
Sweet Roll Apple Pie
Sweet Roll Christmas Tree
Pie Apple Pie
IMB/Bake Off Meatball Skewers
Crescents Bacon Cheddar Pinwheels
Mini C-Dog
Crescent-Wrapped Brie
Chocolate-Filled Crescents
Apple Pie Crescents
Side Bread
TBD Platefull Test
Hispanic Test
Learning Objectives
How well do our potential taglines work in digital? Which of our two taglines are the best fit/work hardest for us at the holidays? Does it matter whether the message is for “as is” product use or for a recipe? (+6)
Does “branding” a recipe as a Bake Off make it more engaging/motivating? (+2)
For Platefull, where content is more aspirational, should we be featuring more aspirational food ideas? (+2)
HISPANIC TARGET: Question TBD per 9/18 immersion (+TBD)
CRESCENTS: Does performance vary by type of food idea – sweet vs. savory? (+0)
CRESCENTS: Does communicating “30 minute appetizer” make the message more impactful? (+2)
CRESCENTS: For Crescents, is side bread an impactful Thanksgiving message, when side bread is the central role of the product? (+1)
SWEET ROLLS: What is the most compelling way to talk about Sweet Rolls at the Holidays – “as is,” recipe, or creative uses? (+2)
SWEET ROLLS: Should Sweet Rolls focus on an “everyday breakfast” or “holiday special” occasion during the holidays? (+1)
COOKIES: Should we invest in Shapes during the holidays, or keep all support behind CHUB? (+1)
COOKIES : Should banners feature recipe inspiration or co-making in their holiday digital banners? (+1)
PIE: Should we invest in digital banners for Pie during the holiday season? (+1)
8
Holiday Digital BannersThanksgiving & “All Season” F14
Theme Product Food Idea/Message Run Dates
Make Thanksgiving Pop – Holiday Special
Crescents Chocolate-Filled Crescents Thanksgiving 11/4 – 12/1
Crescents Apple Pie Crescents – 30 Minute Appetizer 11/4 – 12/1
Crescents Apple Pie Crescents 11/4 – 12/1
Crescents Customer-Tagged Banner TBD (Waylon) 11/4 – 12/1
Sweet Rolls “As Is” Thanksgiving 11/4 – 12/1
Sweet Rolls Cinnamon Roll Apple Pie 11/4 – 12/1
Pie Apple Pie 11/4 – 12/1
Do You Have Enough? Crescents Side Bread – “Do you have enough crescents?” 11/4 – 12/1
Make the Holidays Pop (Holiday Season)
Crescents Bacon Cheddar Pinwheels 11/4 – 12/29
Crescents Bacon Cheddar Pinwheels – Make the Holidays Pop 12/2 – 12/29
Crescents Bacon Cheddar Pinwheels – Pop. Make. Yum. 12/2 – 12/29
Sign of the Season Shapes Cookies Snowman Shape 11/4 – 11/17, 12/2 – 12/15
Crescents Apps:*Savory **Sweet *Platefull Test Banners not included
9
Holiday Digital BannersChristmas & Post-Holiday F14
Theme Product Food Idea/Message Run Dates
Christmas: Holiday Moments that Pop are
Homemade (Nope)
Crescents Mini C-Dog – 30 Minute Appetizer 12/1 – 12/29
Crescents Mini C-Dog 12/1 – 12/29
Crescents Crescent-Wrapped Brie 12/1 – 12/29
Crescents Chocolate-Filled Crescents Christmas 12/2 – 12/29
CHUB Cookies Reindeer Cookies Recipe 11/18 – 12/29
CHUB Cookies Reindeer Cookies Family 11/18 – 12/29
CHUB Cookies PB Blossom 11/18 – 12/29
CHUB Cookies PB Blossom – Make the Holidays Pop 11/18 – 12/29
CHUB Cookies PB Blossom – Pop. Make. Yum. 11/18 – 12/29
CHUB Cookies Holiday Star 11/18 – 12/29
Sweet Rolls “As Is” Christmas 12/2 – 12/29
Sweet Rolls “As Is” – Make the Holidays Pop 12/2 – 12/29
Sweet Rolls “As Is” – Pop. Make. Yum. 12/2 – 12/29
Sweet Rolls Cinn Roll Christmas Tree 12/2 – 12/29
Cookies/Crescents Platefull Test – 2 Food Ideas TBD 12/2 – 12/29
Holiday Moments that Pop are Homemade – Bake Off
Branded
IMB Meatball Skewers 12/2 – 12/29
IMB Meatball Skewers Bake Off 12/2 – 12/29
Holiday from the Holidays Post-Holiday TBD – 3 Food Ideas, One Theme 12/17 – 1/5
11
Holiday Digital Learning PlansPillsbury F14 – Questions & Variations Needed to Test
Learning Objective Banner Variations Needed
How well do our potential taglines work in digital? Which of our two taglines are the best fit/work hardest for us at the holidays? Does it matter whether the message is for “as is” product use or for a recipe?
• 2 banners for one food idea, 1 per tagline• 2 banners for one product msg, 1 per tagline• Include pop/non-pop items
Does “branding” a recipe as a Bake Off make it more engaging or motivating?
• 2 banners for one Bake Off food idea, one with and one without Bake Off branding
For Platefull, where content is more aspirational, should we be featuring more aspirational food ideas?
• 2 Aspirational Food Ideas• 2 Same-Product “Simple” Food Ideas
For Crescents apps, does performance vary by type of food idea – sweet versus savory?
• 2+ Sweet Food Ideas• 2+ Savory Food Ideas
Need at least 2 of each type to see whether any pattern emerges.
Does communicating “30 minute appetizer” make the message more impactful?
• 2 banners per food idea, with & without time communicationIdeally, execute on more than one food idea, as result may vary by recipe featured.
For Crescents, is side bread an impactful Thanksgiving message, when side bread is the central role of the product?
• 1 Side Bread Thanksgiving Banner• 1 Appetizer Banner
What is the most compelling way to talk about Sweet Rolls at the Holidays – “as is,” recipe, or creative uses?
• 1 “as is” Sweet Roll banner• 1 recipe banner• 1 creative use banner
Should Sweet Rolls focus on an “everyday breakfast” or “holiday special” occasion during the holidays?
• 1 “as is” Everyday Sweet Roll banner• 1 “as is” Holiday Event Sweet Roll banner
Should the cookies business invest in Shapes during the holidays, or keep all support behind CHUB?
• 1 CHUB recipe banner• 1 Shapes Cookies banner
Should cookies feature recipe inspiration or co-making in their holiday digital banners?
• 1 CHUB recipe banner featuring a great recipe• 1 CHUB recipe banner featuring a making family (same recipe)
Should we invest in digital banners for Pie during the holiday season? • 1 Pie banner
12
Holiday Digital Learning PlansPillsbury F14 – Food Ideas by Question
Learning Objective Banner Variations Needed Food Ideas
Taglines • 2 banners for 1 food idea, 1 per tagline• 2 banners for 1 product msg, 1 per tagline• Include pop/non-pop items
• Crescents BCP – each tagline• Reindeer Cookies – each tagline• Sweet Rolls “As Is” – each tagline
Bake Off • 2 banners for one Bake Off food idea, one with and one without Bake Off branding
• Meatball Skewers with & w/o BO
Platefull • 2 Aspirational Food Ideas• 2 Same-Product “Simple” Food Ideas
• TBD
Crescents Sweet vs. Savory Apps
• 2+ Sweet Appetizer Ideas
• 2+ Savory Appetizer Ideas
• Choc Crescents• Crescent Apple Pie Crescents• Crescents BC Pinwheels • Mini C-Dog• Crescent-Wrapped Brie
Crescents 30 Minute Appetizer
• 2 banners per food idea, with & without time communication • Mini C-Dog with & w/o claim• Crescent Pie Crescents with & w/o
Crescents Side Bread • 1 side bread banner• 1 food idea banner
• “As Is” with Last Roll “Enough” Message• Mini C-Dog, et al
Sweet Roll Featured Food
• 1 “as is” Sweet Roll banner• 1 recipe banner• 1 creative use banner
• Sweet Rolls “As Is”• Sweet Roll Apple Pie• Sweet Roll Christmas Tree
Sweet Roll Occasion • 1 “as is” Everyday Sweet Roll banner• 1 “as is” Holiday Event Sweet Roll banner
• Sweet Rolls “As Is” Breakfast• Sweet Rolls “As Is” Thanksgiving• Sweet Rolls “As Is” Christmas
Cookies Shapes or CHUB
• 1 CHUB recipe banner• 1 Shapes Cookies banner
• Reindeer Cookies• Reindeer Shapes Cookies
Cookies Recipe vs. Co-Making
• 1 CHUB recipe banner featuring a great recipe• 1 CHUB recipe banner featuring a making family
• Reindeer Cookies Recipe Inspiration• Reindeer Cookies Making Family
Pie • 1 Pie banner • Apple Pie
13
Holiday Digital BannersPillsbury F14 – Breads Team
Product Food Idea/Message Run DatesCrescents Bacon Cheddar Pinwheels* 11/4 – 12/29
Crescents Bacon Cheddar Pinwheels* – Make the Holidays Pop 12/2 – 12/29
Crescents Bacon Cheddar Pinwheels* – Pop. Make. Yum. 12/2 – 12/29
Crescents Mini C-Dog* – 30 Minute Appetizer 12/1 – 12/29
Crescents Mini C-Dog* 12/1 – 12/29
Crescents Crescent-Wrapped Brie* 12/1 – 12/29
Crescents Chocolate Crescents** Thanksgiving 11/4 – 12/1
Crescents Chocolate Crescents** Christmas 12/2 – 12/29
Crescents Apple Pie Crescents** – 30 Minute Appetizer 11/4 – 12/1
Crescents Apple Pie Crescents** 11/4 – 12/1
Crescents Side Bread – “Do you have enough crescents?” 11/4 – 12/1
Crescents Customer-Tagged Banner TBD (Waylon) TBD
IMB Meatball Skewers 12/2 – 12/29
IMB Meatball Skewers Bake Off 12/2 – 12/29
Crescents Apps:*Savory **Sweet
14
Holiday Digital BannersPillsbury F14 – Sweet Dough
Product Food Idea/Message Run DatesCHUB Cookies Reindeer Cookies Recipe 11/18 – 12/29
CHUB Cookies Reindeer Cookies Family 11/18 – 12/29
CHUB Cookies PB Blossom 11/18 – 12/29
CHUB Cookies PB Blossom – Make the Holidays Pop 11/18 – 12/29
CHUB Cookies PB Blossom – Pop. Make. Yum. 11/18 – 12/29
CHUB Cookies Holiday Star 11/18 – 12/29
Shapes Cookies Snowman Shape 11/4 – 11/17, 12/2 – 12/15
Cookies/Crescents Platefull Test – 2 Food Ideas TBD 12/2 – 12/29
Sweet Rolls “As Is” Thanksgiving 11/4 – 12/1
Sweet Rolls “As Is” Christmas 12/2 – 12/29
Sweet Rolls “As Is” – Make the Holidays Pop 12/2 – 12/29
Sweet Rolls “As Is” – Pop. Make. Yum. 12/2 – 12/29
Sweet Rolls Cinnamon Roll Apple Pie 11/4 – 12/1
Sweet Rolls Cinn Roll Christmas Tree 12/2 – 12/29
Pie Apple Pie 11/4 – 12/1