Marketing Plan Q1 2015

8/10/2019 Marketing Plan Q1 2015

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The only thing better than good food isfood that does good .

Good food in good company

Feed the body and soulSustain organic farming

GIVING ‘GOOD FOOD’ TO

EVERYONE EVERWHERE

Nourishing friendships

Taking time Feeding children

Respecting the planet

You are what you eat, so know what you eat!



3 Themes for 2015

1. Do Good for Yourse lf

2 . Do Good for the P lanet3 . Do Good for Others



Q1: Do Good For Yourself

Let LPQ inspire you – be selfish

JanuaryEpiphany - a moment in which you suddenly see, understand something in a clear way

1. New resolutions for 2015: learn to bake, eat healthy, take care of your body, classes at LPQ

2. Launch Kitchen Journal Campaign

FebruaryValentine’s Day

1. Spread the Love campaign – vote for your favorite spread

2. Singles events around the communal table

March – April 5

Easter

1. Organic chocolate2. Adventures of Jacques & Colette

Focus: Organic Belgian Chocolate



Q2 & Q3: Do Good For The FutureDo good for the future through LPQ’s good food

GOOD FOR THE NEXT GENERATION – Kids & Future Generations FocusFOCUS: Kids Menus – Cookie baking – Kid’s workshops – Mary’s Meals – Back to school

Key Dates:

• Mother’s Day (May 10th)

• International Children’s Day (June 1st)

• Father’s Day (June 21st)

• Back to School (August/September)

GOOD FOR THE PLANET – ORGANIC FOCUS

FOCUS: Organic beer & wine (Happy Hour push in summer) – organic coffee - #EverydayOrganic

Key Dates:

• Earth Day (April 22nd)

• Belgian Independence Day (July 21st)

• International Beer Day (Aug 2nd)

• Organic September – International Coffee Day (Sept 29th)



Q4: Do Good For Your Loved OnesThrough the gift of good food – LPQ pantry

FOCUS: Pantry – Pies – E-Commerce – Classes – Gift cards - Catering

Key Dates:

1. World Food Day (October 16th)

2. LPQ’s 25th Anniversary (October 23rd)

3. Halloween (October 31st)

4. Sinterklaas (December 6th)

5. Christmas (December 25th)



Q1 Plan in Detail

Do Good for Yourself

• January: Epiphany, New Year’s Resolutions, Detox Specials & Hot

Drinks

• February: Valentine’s Day & Spreads

• March: International Women’s Day, Easter

OVERALL FOCUS: Belgian Chocolate



Indulgence, quality, responsible, organic, authentic, Belgian, rich, health benefits (superfood, etc)Allow yourself to indulge on quality, responsibly since it’s organic, authentic Belgian taste and cacao

filled with rich benefits (superfood, mood lifter, etc.)

COMMUNICATE VIA:

Check presenter (to be 4-sided in size of the Wine check presenter from 2014)

Chocolate Spreads push Easter & Valentine retail merchandising

Main Product Push:Organic Belgian Chocolate



Q1 Check PresenterBACK

INTERIOR

FRONT



Epiphany - a moment in which you suddenly see, understand something in a clear way, a moment of

clarity. Indulgent or healthy – at LPQ you can do both. Whatever your choice is, do it for yourself.

At LPQ you can learn to bake, eat healthy, indulge a little, take care of your body, take workshops, etc.

COMMUNICATE VIA: Kitchen Journal series: quarterly collection of cards with recipes, tips, ideas – linking to products and online Kitchen

Journal content

Postcard (UK): Write to your future self and share your moment of clarity (we’ll send it back to you in 1 year)

Workshop Series: Continue to find new collaborations with food and lifestyle bloggers (Jan: master class withBreakfast Criminals blogger)

Blog Content: How Tos, DIY ideas, recipes, how to do good for yourself

January – Epiphany (New Year’s Resolutions)

KITCHEN JOURNAL SERIES POSTCARD TO SELFMASTER CLASS WITH

BREAKFAST CRIMINALS



January – Epiphany Traditions

Retail: Decorate Kings Cake and breads with crowns!

TIP: Use old breads (preferably 3 different kinds to replicate the “3 magi”)

Dine-In: Push dine-in Kings Cake sales by encouraging guests to gather

around the communal table to share in the Kings Cake tradition.

Promo: Any guest who receives the fève in their slice will win a free hot

chocolate. Promote this on mini chalkboards!

“Be King or Queen for the day! If you receive the almond in your slice of

Kings’ Cake, receive a complimentary Hot Chocolate”

Team Engagement: Share the tradition with your team by enjoying a

kings cake together! Crown the finder of the fève King or Queen for the

day. Let team members wear crowns to start conversations with guests.

Social Media Actions: Get involved in the Kings Cake fun

on social media! Tag your photos @lepainquotidien with

the hashtag #lpqkingscake



February – Valentine’s Day

Valentine’s Day 2015 is all about matching people by SPREADS – because LPQ spreads LOVE!

COMMUNICATE VIA: Pins to declare your love for a spread (receive with purchase of a spread)

Post-Its matching the pin design to allow guests vote for their favorite spreads

Valentine’s Day Postcard Campaign (write an old-fashioned love note)

Product Integration• Breads (reshape breads in hearts, serve tartine slices in heart shape)

• Chocolate push

• Devil’s Cookies à la minute - fill it with your choice of spread

Possible Events

• Cookie Decorating for kids

• Slow Dating Event



Decoration: Keep Holiday Bird Vinyl up on windows through Valentine’s Day

Social Media Actions:• #lpqspreadslove – spread matching / push buttons

• #redbowlselfie and #coffeebowling – revive holiday red bowl comms

• #LaPosteQuotidienne – push postcard campaign; “you write, we send it, they

blush!” (love notes, friendly valentines)

• Bakery/retail product pushes – Linzer cookie, retail, etc

Web:• Recipes using spreads … like speculoos latte!

• Ways to reuse our spread jars – tiramisu

• Ways to Spread the Love – list of ideas (refer to: Breakfast in bed article, Crepes

Je t’aime recipe, etc)

Chocolate A-Frame Inspiration

February – Valentine’s Day (cont’d)



If your market celebrates Women’s Day, you may choose to celebrate:

What woman makes you better?

• Nominate the woman in your life who has helped make you a better person

• Post-it notes on lamp cables of one reason why you are nominating this woman

• The winner will receive a Do Good Day for Herself & You (brunch at LPQ, collaboration with a

fashion brand for a spending spree, makeover, meditation, etc.)

Social Media & Website Content

• Same competition runs on social media

• Website blogs of women that help make LPQ better – employees, for example

March – International Women’s Day



March - Easter

Communications• Bakery/Retail Range Card – update last year’s design

with a new color and baby chicken

Events

• Egg Hunt

• Egg cookie decorating

Social Media

• Revisit the adventures of Jacques & Colette to push

Easter retail offering

Website Content

•

“A happy chick is a healthy chick!” article on egg sourcing• DIY projects for Easter

• Promote in-store Easter activities

• Host an Easter Egg Hunt Tips

Marketing Plan Q1 2015

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