BIZ500

HISTORY OF CHEX MIX & CURRENT ADVERTISING Started as a grain cereal in 1937 in St. Louis, Missouri Became popular as a family holiday tradition in the 50’s General Mills acquired Chex in 1997 Smart promotional campaigns throughout the years Chex represents 87% of cereal industry Also classifies as snack food in a $38 billion industry spencer

Competitive Review Direct Competitors -Cheez Its* -Gardettos -Bugles -Goldfish Indirect Competitors -Ritz -Pretzel Crisps -Triscuits -Wheat Thins Ailing

POSITIONING Ailing Biggest circle is us Middle circle direct competitor Little circles indirect competitor Healthy & Variety (flavors) Calories per serving

Market Segmentation 3 Main Segments 1) Teens and Young Adults (15-25 years old) 2) Health Conscious Mothers 3) “White Picket Fences” -Upper Middle Class families with steady income whose parents are between the ages of 35-50 years old Target Teens & Young Adults and Health Conscious Mothers dan

Marketing Communications Objectives Increasing brand awareness Promotional budget represents 12% of this specific objective Increasing knowledge and interest Healthy alternative Sparking interest with mothers in family advertisements Attitudes and image Associated with family and friends celebrations Fun and adventurous Purchase intentions Big enough variety for people to find their mix Zach Our goal is to continue to promoting Chex Mix’s brand as a snack that brings family’s and large groups of people together to enjoy a tasty and fun snack Our promotional budget includes bringing our brand to bbq’s, tailgates, and festivals to promote it on a big stage The snack industry is changing and we want to be at the head of this transition Chex mix is a healthier alternative to traditional snacks and includes a lot more variety than than our competitors By advertising on mediums targeted to families we intend to grab the interest of mothers of the house to buy chex mix for their families The attitude and image of chex is important because it differentiates our product. Chex mix is viewed as a fun and adventurous snack and we intend to enhance that One of our goals is for the consumer to view Chex Mix as a melting pot. A mix of different flavors and ingredients that when isolated are very ordinary, but when mixed together create a great product

CREATIVE BRIEF Client Name: Chex Mix Key Fact: Began as a Holiday snack tradition Problem: Brand awareness amongst 15-25 year olds Target: 25-44 year olds and 15-25 year olds Promise: Chex Mix is a healthy alternative that offers a flavor for everyone Support: Prepackaged flavors, calories per serving, ingredients matt

Creative objectives Maintain a theme of family To create a theme of youthful expression and adventure Health Alternative Get involved with tailgates, concerts, and festivals matt

“Make It Matter, Mix It Up” BIG IDEA “Make It Matter, Mix It Up” matt

PROMOTION Tailgates Concert and Festivals “Create Your Mix” competition matt

Media Objectives Expand Chex Mix’s social media coverage and give the brand a personality Social media important at tailgates and college campuses Most of our budget (75%) to TV advertisements Print advertisements in Sports Illustrated and People Spencer

Media Strategy Tv Advertisements 75% Commercials involving happy families Dancing with the Stars, The Voice, Thursday Night Football Social Media 8% #MixItUp with people sharing their own creative ideas Facebook Banner ads Promote our College football tailgate campaign on twitter Magazine Print Advertisements 4% Targeting both males and females through popular magazines Sales Promotion 12% Coupons at tailgates across college campuses during football season Zach Our strategy follows General Mills previous marketing efforts by allocating majority of our budget towards Tv advertisments. This is the most efficient way of reaching our target market and promoting our brand The programs we chose to advertise on are a good mix of family watched shows along with exposure to the football community with the intent to grow the presence of Chex Mix at sporting events Social media is a key way we plan to gain interaction with our customers with use of posts and surveys. Along with our #mixitup campaign to allow our customers to provide their own flavors of chex mix. We will be running a campaign during the football season sponsoring tailgates to lucky winners. To promote the campaign we will be using twitter trending feature the week prior to the start of the season to assist with awareness of the campaign Also handing out coupons at tailgates By using both Sports Illustrated and People Magazine we will reach both genders and have a large audience viewing our ads

BUDGET dan

COUPON spencer

PRINT AD Ailing

SOCIAL MEDIA Zach - more interaction with college age people to promote the product within the college community -keeping them up to date on the events we are running

STORYBOARD matt

TELEVISION ADVERTISEMENTS https://www.youtube.com/watch?v=DR1_gSdkHrU Ailing