STATE FARM CS 2012 copy

CASE STUDY
CLIENT: H.J. Heinz Co. – Bagel Bites
BACKGROUND
alPunto Advertising worked as the agency of record for Heinz frozen
snacks, planning and developing programs for the Delimex and Bagel Bites brands. In
2010/2011 we launched Bagel Bites to the Hispanic market in Los Angeles.
We launched with two strategic programs:
1.
After school effort (Sept./Oct.)
2.
Holiday effort (Nov./Dec.)
CHALLENGE
Frozen snacks are not fully developed among Hispanic households; we needed to find
the right target and the right message to successfully introduce this product.
Our competition (Totinoʼs) was outspending us 20 to 1 and had been in the market for
over 10 years.
INSIGHT
We identified the right consumer to reach (partially to highly acculturated Hispanic moms
with tween/teen age children at home); focused on developing consumer engagement
(relevant contests); included a heavy online effort to our plans; and leveraged Hispanicʼs
highly strong preference for pizza as a key flavor differentiator.
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PLANS
From a creative standpoint, we developed a theme of “Simplemente Completos” (simply
complete); this leveraged the fact that Bagel Bites are made with simple/fewer
ingredients (simply), while providing a better snack to the children (complete).
Graphically, our ads were clean and “simple” looking.
As a premium we developed a kitchen magnet that tied to our overall creative theme.
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From a media standpoint we strategically surrounded our target consumer with mass
media, online, retail, PR and print messages; we also created relevant online contests
that attracted our consumers and engaged them with our brand (a way to combat a much
larger competitor).
We developed a “snack time” 10-second tag that rotated at 3pm in local radio stations (a
unique sound effect alerted consumers to it being “Bagel Bites snack time”).
• We utilized radio, print and online as the key reach vehicles for this target
• Radio delivers well against the target consumer and offers remote opportunities
• Online gives us a strong target reach and the opportunity for relevant and engaging
contests
• Opportunity to deliver the “snack time” tag on a heavy rotation
• Accomplished a 360 surrounding of the target with various connected efforts
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For our “back to school” effort we developed a “Bagel Bites Smile” contest; we asked
consumers to upload or send us a photo of them with the product for a chance to win
money. It included radio, DJ mentions, retailer remotes, online banner ads, print, and a
contest splash page. The daily snack time tag aired every weekday at 3pm across all
purchased stations.
Added value negotiations yielded over 2 million extra impressions to the program (free
spots, extra banner rotation, additional remotes).
The contest was supported by online banners placed on univision.com located on
targeted channels, such as food, entertainment, and fashion. Web page offered
consumers the option to download a $1 off coupon for Bagel Bites.
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Our print advertising run nationally on Siempre Mujer and Ser Padres, two very targeted
publications.
From a PR standpoint, we hired well-known Mexican celebrity - Chef Lala - to do national
TV appearances, in-person talks and radio interviews. We secured interviews on all
purchased radio stations (each interview aired three times per station), plus we had her
remote appearances where she interacted with consumers and signed autographs.
In addition, a Spanish language version of a fundraising PR web page was created - the
Snack Simply Pledge program.
alPunto negotiated a total of 15 one-hour radio remotes with Food-4-Less stores.
Listeners were invited to attend via :15 second announcements two days prior to the van
hit; coupons and magnets were handed out to consumers.
As added value, alPunto negotiated the sponsorship by Bagel Bites as the presenting
sponsor of a highly anticipated private concert on LAʼs #1 radio station, KLVE. We had
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visual presence (our spot aired inside the venue), distributed premiums and coupons,
and had DJ live mentions.
For our “holiday” effort we developed a “Bagel Bites Santa Letter” contest; we asked
consumers to text or send us an idea of how to use Bagel Bites for the holidays for a
chance to win money. It included radio, DJ mentions, retailer remotes, online banner ads,
print, and a contest splash page. The daily snack time tag continued to air every
weekday at 3pm across all purchased stations.
We developed a partnership with a Hispanic retailer to give away “Bagel Bites Christmas
Baskets“ (valued at $200) during our remotes.
Media support was consistent with the past effort.
As added value we negotiated free media, free sponsorship of highly
anticipated private concert on KLVE, and free web banner effort on
superestrella.com with contest.
Creatively our online materials carried a fun and appealing holiday look.
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The texts and letters we received from consumers showed deep interaction with the
product.
Winning letters included use of Bagel Bites as snacks, appetizers, meals and even
family games:
– Jose sent in a letter explaining how he would create a “secret Santa” game
for his family with Bagel Bites
– Marcela presents quite a modification to her Bagel Bites, adding chorizo,
jalapeños, scrambled eggs, tomato and avocado to serve them as a hearty
holiday breakfast
– Argelia offers a holiday meal/snack made of a cheese ball surrounded by
Bagel Bites...her kids love it!
– Our grand-prize winner offered a very creative use of Bagel Bites creating
faces by adding eyes, mouth, ears and nose to her Bagel Bites using
vegetables!
IMPACT
Results from these efforts proved highly successful.
For the back-to-school program we delivered:
• Over $125,000 in added value media
• Over 31.3 million impressions against our target consumer
• Achieved a .13% CTR for the online contest
• The only PR interviews in the market for Chef Lala
For the holiday program we delivered:
• Over $50,000 in added value media
• Over 5.55 million impressions against our target consumer
• Achieved a .19% CTR for the online contest
We executed an Omnibus tracking study in 2010 and again in 2012 after the programs
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were concluded.
Results showed:
• Bagel Bites brand awareness grew from 29.4% to 46.8%
• Those who buy Bagel Bites regularly increased from 1.8% to 5.3%
• Purchased Bagel Bites a week ago increased from 6.5% to 9.3%
• Those who never buy Bagel Bites decreased from 54.7% to 49.2%
• Bagel Bites advertising recall increased from 30.2% to 36.9%
• Those who never heard of Bagel Bites decreased from 31.7% to 21.8%
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