Organic Eggo Product Launch By: Chantal Cowie

Brief Background: Eggo is a brand of frozen waffles that has been sold in the U.S., Canada and Mexico since 1953. Eggo was purchased and incorporated as a brand by Kellogg Company in 1968. Kellogg Company is a multinational company that has been established for over a hundred years and markets its products in over 180 countries. Target Audience: children, families and individuals interested in a healthy lifestyle Stakeholders: Kellogg Company investors and employees and the organic farms that Kellogg Company decides to purchase the ingredients for the Eggo organic frozen waffles from Objectives: Awareness, perception and engagement Behavior Change: purchase organic Eggo waffles Tools: traditional and social media

Public Relations Objectives ❉ to introduce Eggo’s new variety of organic frozen waffles ❉ to modernize Eggo as a brand with health conscious options, as a method for staying competitive in a marketplace where organic products are becoming increasingly popular ❉ to build off of Eggo’s established image as an easy to make, delicious product for adults and children that can be eaten on the go, and is good for picky eaters ❉ to convince target audience members to trust in Eggo’s ability to provide delicious, quality organic waffles along with the brand’s original flavors. ❉ to purchasing the new, organic Eggo product ❉ to gain the active participation of target audience members involving the brand with social media and online

SWOT Analysis Strengths: Kellogg Company’s success as a multinational corporation, the wide age demographic targeted by the brand, the increasing popularity of organic products, the brand’s established image as a food that is good for picky-eaters, Eggo’s good full year growth in 2014 Weaknesses: the unhealthy nutritional content and amount of preservatives in Eggo’s current products, the higher cost of organic products because of the quality of the ingredients Opportunities: the addition of a new variety of waffle has the potential to promote excitement from old customers about new options offered and interest from new customers, the potential the new product has to appeal to the desires of individuals focused on their health, Eggo’s prevalence as a brand in many large supermarkets presents the opportunity for this product to have a competitive advantage over other organic frozen waffle brands, which may only be found in specialty health food grocery stores Threats: Eggo is not known as a brand that commonly has organic products, therefore, target audience members may not be inclined to purchase this product from them, if the sales of this product are not successful, Eggo will waste funds for production that could have been allocated to the production of one of their other successful varieties

Approach Print Media: advertisements in American, Mexican and Canadian magazines that have a female and male demographic between the ages of 18 and 50, advertisements in American, Mexican and Canadian health and fitness focused magazines Online Media: advertisements on websites for children’s television channels like Nickelodeon, Disney Channel and Cartoon Network that are aimed at audience members under the age of 18, interactive game on the Eggo website involving the new product, which children are directed to to play with from the advertisements on other websites Broadcast Media: target American children’s show networks including Disney Channel, Cartoon Network and Nickelodeon, buy advertising space on the five major U.S. broadcast networks, NBC, CBS, ABC, Fox and the CW, purchase advertising space on as many of the six major Mexican broadcasting networks as the budget permits

Social Media ❉ monthly competition on Twitter involving audience members posting pictures to Twitter of themselves eating their organic Eggo meal with the hashtag #OrganicallyEggo ❉ three people that receives the highest amount of favorites and the two people that receive the highest amount of retweets each month will receive five free boxes each of the new product ❉ create an Instagram account for Eggo and to encourage the growth of followers and consumer interaction, each day the account will regram a post that one of the account’s followers have put up, incorporating the new product in some way and attaching the hashtag #AWaffleADay

Social Media Cont’d ❉ Eggo Facebook page will be running a promotion for the first month of the public relations campaign ❉ this campaign plans to utilize the option to gain followers, which the Eggo page does not currently do, and give a coupon for a discount for the purchase of the new Eggo product to each consumer that decides to follow Eggo on Facebook ❉ the Facebook page plans to continuously put out promotions for the new product, which will appear in each of the follower’s news feeds over the course of the three month campaign ❉ the Facebook page will promote consumer engagement with the Twitter and Instagram hashtags and will encourage consumers to post things related to the new Eggo product on Pinterest

Big Idea and Key Message Big Idea: Eggo is a brand that provides quality products that are trustworthy, quick and easy to make, delicious and truly for every kind of frozen waffle lover, from the pickiest to the healthiest of individuals. Key Message: Eggo just made mornings a whole lot better, organically. Now serving options for every waffle lover, from picky eaters to health nuts, Eggo continues its tradition of selling delicious, frozen waffles to satisfy hungry tummies across the world.

Challenges and Vulnerabilities ❉ engaging target audience members in a compellingly emotional way that gets them interested in buying the new Eggo product ❉ this campaign plans to meet this challenge by promoting Eggo as an established brand that can be trusted from past success with new products. ❉ Public response to the coverage by advertisements may be another challenge this campaign meets ❉ this campaign plans to encourage follow up articles on the release of the new product and public discussion about the product by framing the release of the new product as a significant shift in the image of the brand ❉ this campaign plans to encourage public discussion of the release of this new product through the use of hashtags on social media ❉ this campaign may meet the challenge of the reluctance of individuals already purchasing different brands of organic waffles to switch their purchasing habits and trust Eggo, a brand with no history of selling organic products, as the new brand they should buy organic waffles from ❉ this campaign aims to combat this vulnerability by building the reputability of the brand with the placement of organic product advertisements in health and fitness magazines

Measure Success and Report ❉ I plan to look at the number of Instagram and Facebook followers the brand has obtained by the end of the campaign as one of the measures of success for customer’s level of engagement with the brand and the new product ❉ I plan to look at the level of Twitter activity, including the use of the hashtag #OrganicallyEggo, favorites and retweets and the level of Instagram activity, including the hashtag #AWaffleADay, to measure consumer engagement with the brand and the number of active advocates for the new product ❉ I plan to conduct research surveys in order to gain an understanding of the level of brand awareness amongst consumers and what consumer’s attitudes and perceptions of the brand are, following the campaign and release of the new product ❉ I plan to evaluate the success of online media using Google analytics to measure the level of Eggo website activity over the duration of the campaign ❉ To measure the overall effect online, print and social media have on the reputation of the brand, I plan to use Brands Eye ❉ To measure the success the campaign has in changing the behavior of consumers, I plan to look at the statistics on product use by consumers and any changes in use related to the release of the new product