Orville Redenbachers

Alyssa Bielski, Belle DePalmo, Erin Foertsch

Comm 421

Fall 2016













Table of Contents

Creative Brief... p. 3

Target Persona.p. 6

Print Ad 1..p. 7

Print Ad 2..p. 8

Print Ad 3p. 9

Commercial....p. 10

Ambient Ad 1.p.12

Ambient Ad 2.p.13

Line Extension...p.14

Line Extension Print Ad...p.15

Promotionp.16

Social Media...p. 17

In-Store Communication.p. 18

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 Creative Brief

1. The Situation - Orville Redenbacher is a brand of buttered popcorn and other

related products that was created in 1969. It was originally owned and created by

Charles Bowman and Orville Redenbacher, who became the face of many of

their commercials up until his death in 1995. In 1992, Orville launched SmartPop

to appeal to health-conscious consumers. Currently, the brand is owned by

ConAgra Foods, which is headquartered in Chicago, Illinois.

2. Cultural Fuel - The holidays are a huge part of western culture. The holiday

atmosphere takes place for about 25% of the year when it comes to

advertisements, products sold in stores, and holiday music on the radio. While

many people may get annoyed with the constant saturation of the holidays in the

media, many people also embrace it. The holidays are a time when people think

of their family and what is important to them. The holidays are very important to

families as well. This point in the year is when families get together, reunite, and

spend quality time together the most. Families are the foundation of our culture;

they make up the background, demographic, and history of every consumer. A

strong family reinforces a strong community.

3. Marketing Communication Purpose - Our purpose is to associate Orville

Redenbacher popcorn with the idea of bringing families together. We want

people to think of family traditions when they think of our brand. With Orvilles

many popcorn flavors to choose from (buttered, caramel, cheddar cheese, garlic

butter & sea salt, etc.), it really is a snack that has something for everyone in the

family. Activities surrounding our brand also have something for everyone. Our

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 popcorn could be used for a family movie night, a date night snack for your

teenaged daughter and her boyfriend, an after school snack for your 8th grader

doing his algebra homework, or that unique recipe you saw on Pinterest youve

been wanting to try. No matter what the activity, our campaign is aimed at

showing families that Orville Redenbacher is the popcorn that your whole family

can agree on. Our popcorn brings families closer, and isnt family what the

holidays are all about?

4. Target Audience - We are targeting families. Specifically, we aim to target

families who have older children between the ages of 8 and 17.

5. Consumer Insight - These families are a mix of modern and traditional. The

parents are both working full time jobs, and the kids are busy with school, sports,

and extracurricular activities. Everyone understands that sitting down together for

every meal is unreasonable, but they still try to hold on to certain values, such as

holidays and the occasional family game night. They belong to the upper middle

class, so they have no problem spending money on activities the family can do

together.

6. Competition - With over 67.77 million consumers, Orville Redenbacher is the

most eaten brand of popcorn in America (Statistica, 2016). Act II and Pop Secret

are the closest brands, trailing behind with 55.95 & 49.51 million consumers

respectively. Act II brands themselves as being a movie theater popcorn, while

Pop Secret focuses on its different flavors.

7. Communication Problems - For decades, popcorn has always been paired with

the idea of watching a movie. However, we want our target audience to

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 understand that because Orville Redenbacher popcorn offers so many flavor

options, it can be used as a means for families to engage in other activities other

than watching a movie. Since everyone in the family can enjoy a certain flavor,

families will be more likely to use popcorn in order to make an afternoon snack,

create a spin on date night, or even use it as an ingredient for family dinners. The

second problem with Orville Redenbacher is the highly saturated market. Due to

the fact that popcorn is versatile, many companies have infiltrated the

marketplace and made it hard for consumers to become loyal to a certain

brand.

8. The Bottom Line

1. Focus of Sale: We want to convince our consumers that popcorn can be

used to bring families together.

2. Support: Orville Redenbacher has 16 different product lines and flavors,

so it is highly likely that there is something that everyone in the family will

enjoy.

3. Tone & Manner: Holiday inspired, importance of family quality time,

wholesome.

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Target Persona

Meet the Morrisons! They live right outside of Philadelphia in a residential

community. Mike Morrison works in the city and his wife, Susie stays home and trains

their new Golden-doodle puppy, Butters. Their kids, Hannah, MJ, and Tommy enjoy

cooking and enjoy going on family outings. During the holidays, the Morrisons like to go

to the Christmas tree farm, cut down their annual Christmas tree, and go out for hot

cocoa later. When they get home, mom always make her famous prime rib and mac

and cheese. Then for dessert she makes apple pie. In between dinner, kids enjoy

snacks like caramel and chocolate popcorn. Sometimes their grandparents will come

and visit whenever they get the chance.

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Print Ad 1

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Print Ad 2

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Print Ad 3

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Ambient Ad 1

Description:

We will have a Christmas tree display in a major citys square, plaza, mall, or shopping
center. The tree will have popcorn shaped lights, and the red ornaments that have the
Orville Redenbacher logo on them.

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Ambient Ad 2

Description:

Popcorn-shaped Christmas lights and Orville Redenbacher themed bows will line the
streets of a major city. The popcorn light bulbs will be attached to the original light bulbs
so they can radiate a soft, butter-colored glow. The bottom of the lamppost will be
decorated with a red ribbon and Orville Redenbacher logo.

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Line Extension

Description:

As we introduced in our commercial, we created a holiday edition popcorn tin for our
line extension. Currently, Orville Redenbacher does not have any Holiday edition
products.

This brand extension follows our theme and brand personality of bringing families
together because the Holiday Edition brand can bring your family together by the
choice of our variety of flavors.

This product features 3 flavors that are different every holiday season, and the tins are
decorated in a unique way every year to make them collectable. They can range from
peppermint, salted caramel, hot cocoa, dark chocolate, milk chocolate, etc. This product
is something that families can look forward to sharing every year.

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Line Extension Print Ad

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Promotion

Description:

Every year for our Holiday Edition popcorn, there will be a select number of tins (about
10) with the color gold inside. If your can has gold on the inside, youve won a trip to
NYC for you and your family. This trip includes airfare, hotel accommodations, ice-
skating in Rockefeller plaza, and a horse carriage rides in Central Park.

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Social Media

Description:

Currently, Orville Redenbacher does not have a big social media presence, especially
on Instagram. For our social media, we created an Instagram account that highlights all
the different ways families can use popcorn for other recipes. In order to interact with
our consumers on a more personal level, we want our consumers to send in photos of
how they use Orville Redenbacher popcorn in their recipes. If their photo gets chosen,
they will be able to receive numerous Orville Redenbacher coupons.

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In-Store Communication

Description:

We will put this cart in supermarkets across the country. On the carts shelves, we will
display Orville Redenbacher popcorn and all the different flavors the brand contains. By
using this decorative cart, it will reinforce the joy of the holidays, while also highlighting
the many different flavors that Orville Redenbacher possesses.

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