Kellogg's Pretzel Pop-Tarts Test Market Campaign PDF

Kellogg’s Pretzel Pop-Tarts

Test Market Campaign
Plansbook
ABC ADVERTISING
AE: Robichaud
Research: Yule, Jayakanth, Holm,
Creative: Challey, Aparicio, and Blendheim

TABLE OF CONTENTS
TABLE OF CONTENTS 1
SITUATION ANALYSIS 3
THE RECOMMENDED TEST MARKET CITY 21
CAMPAIGN OBJECTIVES/STRATEGY 22
TRADE DISTRIBUTION PLAN 24
SALES FORECAST 25
TARGET MARKET RECOMMENDATION 26
BRAND/PRODUCT COMPARISON 30
CHALLENGES & OPPORTUNITIES 31
MEDIA 32
SALES PROMOTION 51
CREATIVE BRIEF 53
BUDGET 61
BIBLIOGRAPHY 62
APPENDIX 67

Page 1

SITUATION ANALYSIS
The Market
The Relevant Market
Kellogg’s Pop-Tarts’ Standard Industry Code (SIC) 2053 and the NAICS code is
205399061. 2053 is representative of the subgroup “Frozen Bakery Products, except
bread” which Kellogg’s as a company falls under. Within the more specific NAICS code,
9906 helps identify the product further as a pastry item2. Although Pop-Tarts is owned by
the parent company Kellogg’s, they are not a frozen product, but a shelf-stable pastry
item.
Market Size and Growth Trends
Mintel indicates that people are reaching for products that make their lives move
faster and easier3. It’s important for brands to make their products more convenient,
portable and versatile so that non-breakfast eaters can reach for products quicker and
during other meal times. A look at breakfast consumption location by age suggests that
reinforcing messages of convenience and portability will remain critical to the continued
growth and engagement. Mintel’s research also shows that shelf-stable breakfast items
are on the incline, while frozen breakfast items are declining in interest and sales.
1
(Websters Online, 2020)
2
(“SIC Industry: 2053 Frozen Bakery Products, Except Bread." 2020.)

3
("Breakfast Foods - US - July 2018.")
Page 2

Figure 1: Mintel GNPD
Data also shows evidence of a rise in snacking habits. 97% of US adults snack
daily, and 70% do so two or more times per day, with the “super snacker” (people who
snack four plus times per day) category increasing as well4. Busy lifestyles result in the
skipping of meals, or replacing meals with snacks, suggesting snacking frequency will
continue to grow5. Consumers are in a constant race for faster, easier, and more efficient
ways to get things done. Some 16% of snackers say they don’t have time for a full meal6.
Market Forecast
In 2014, The Wall Street Journal reported Pop-Tarts’ consistently increased sales over the
last 32 years, with domination of the pastry category for the last five7. Pop-Tarts’ annual
sales increased by 11% last year reaching $845 million.
4
"(Snacking Motivations and Attitudes - US - January 2019." )

5
Ibid.
6
Ibid.
7
("Pop-Tarts Actually Does Use Flavor Ideas From Social Media." )
Page 3

Figure 2: Factors Influencing Purchase Power
Figure 3: Factors Influencing Purchase, By Generation
While taste overall is the most important factor consumers consider when buying

breakfast foods, it’s more important to older generations, including Baby Boomers and
World War II/Swing Generation, than to Millennials. These generations also place more
importance on nutrition than do younger generations. Finding a balance between
indulgence and health is thus even more important to older consumers. While they want
breakfast foods that are going to taste good, they are still conscious of nutritional
content, and have a stronger desire for real or natural foods8.
8
(“What’s for Breakfast - US - July 2019.”)
Page 4

Figure 4: Mintel Report on Consumer Feedback for Breakfast Choices
Consumers are equating “convenient” foods with being processed; other

descriptions are pre-packaged, easy to carry, easy to prepare, and fast to eat9.
Figure 5: Mintel Report on data on Breakfast Choices

Snack food and breakfast food attributes differ, with sweet foods being more
desirable as a snack because snacks allow for more indulgence10. Other convenience
foods such as snacks, nutrition and performance bars that are suitable in any occasion,
have had a 17% growth in sales since 2013.

9
("Breakfast Foods - US - July 2018." )
10
("Sweet Frozen Breakfast Should Take a Nod from Sweetened Cereal - 22nd November 2019." )
Page 5

Market Make-Up

Figure 6: Most Eaten Brands of Toaster Pastries

Almost 76 million Americans consumed Pop-Tarts nearly three times more than
their leading competition, Pillsbury’s Toaster Strudel11. Due to the fact, Pop-Tarts have
become available everywhere, there is a near monopoly of the market. While others
have attempted to create a similar product, whether it be a “healthier” version or frozen
cousin. Pop-Tarts is selling nearly three times more than Toaster Strudel and over 10
times more than Pop-Ups. Competitors including Quaker, Nabisco and General Mills,
have all discontinued their toaster pastry lines over the last three decades.
11
("U.S.: Most Eaten Brands of Toaster Pastries 2019." )

Page 6

Competitive Position
Product quality, Pricing, Distribution, and Sizes:
Retail Price Size Quantity Place of Distribution
Kellogg’s Pop-Tarts $3.68 (Walmart) 20.3 Oz 6 Ct (2 Per Pack= 12 Grocery, Convenience,
(Chocolate and Cinnamon) Total Toaster Pastries) Mini Mart, Vending, etc
Pillsbury’s Toaster Strudel $3.86 (Walmart) 23.4 Oz 12 Ct Grocery Store
(Strawberry)
Toast’ems Pop-Ups (Brown $2.33 (Walmart) 11 Oz 6 Ct Limited Grocery Stores
Sugar Cinnamon)
Pop-Tarts have a marketing advantage over Toaster Strudel; being a non-frozen,

shelf stable product allowing for more free standing displays around the store versus
having to stay in a freezer. Due to this, Pop-Tarts are available at various types of stores,
allowing for more outreach and potential sales. Both Pop-Tarts and Toaster Strudels are
priced competitively but consumers still tend to reach for Pop-Tarts nearly three times
more.
Pop-Tarts also have a wider variety of flavors than competitors. With it’s
immediate toaster/breakfast pastry competitors, we see four or five flavors versus
Kellogg’s team with the constant creation of new flavors.12. Right now Pop-Tart’s website
lists 33 different products, releasing anywhere from eight to 15 new flavors per year.13
As a leader in its market here are a few customer reviews on Pop-Tarts.
Customers love the wide variety of flavors, the on-the-go convenience and eating them as
a snack or meal supplement.
12
("Pop-Tarts Actually Does Use Flavor Ideas From Social Media.",, 2020)
13
("Pop-Tarts®: All Flavors.", 2020 )
Page 7

Figure 7: Influenster Pop-Tart Reviews
Placement in Stores
Figure 8.a & 8.b: Shelf placement of Pop-Tarts at Safeway and Lucky in San Jose, CA
On the left is a shelf space at Safeway and the right a small local grocer in
Northern California. Both picture a wide range of Pop-Tarts with competition beside it.
For the most part Pop-Tarts are located right at eye-level for customers. Toaster Strudel
(unpictured) is located at the bottom of a freezer section, below another one of Kellogg’s
products- not at eye level for a customer just browsing. If you are a club card member of
Safeway there is a discount on the Pop-Tarts product, but there is no discount for
Pop-Tarts competitors. The Pretzel Pop-Tarts pictured are a little above and below eye
level for the average consumer. While the display varies from store to store with flavor
and product placement, it is fairly standard to keep commonly purchased products at the
center.
The Pretzel Pop-Tarts packaging is not as bright and flashy as the standard boxes
but presents itself in a classy way with a more sophisticated feel. The muted tones make
Page 8

it easy to sell to a more mature audience while still mirroring the layout of the original
Pop-Tarts box design. The packaging notes this is a new product with the orange graphic
in the top left. The Pop-Tarts themselves are still packaged in the same way, 8 per box
with two enclosed within foil together for 4 packages within the box.
Shelf Schematics
Figure 9.a: Shelf Schematics of the Pop-Tarts aisle at Safeway in Spokane, Washington
Figure 9.b: Shelf Schematics of the Pop-Tarts aisle at Albertsons in Spokane, Washington
Page 9

Figure 9.c: Shelf Schematics of the Pop-Tarts aisle at WinCo in Spokane, Washington
Page 10

The Consumer
Consumer Market Size
Over 20% of the nearly 6,000 people Simmons researched were found to be 25-34
year olds consuming Kellogg’s Pop-Tarts14.
Figure 10.a: Age Breakdown of Kellogg’s Pop-Tarts Consumers
Figure 10.b: Graph: Age Breakdown of Kellogg’s Pop-Tarts Consumers
With this young adult demographic living busy lives15, they tend to prefer things
to be convenient for their on-the-go lifestyle16. Nearly half of millennials say that current
breakfast foods are not portable enough17. They are habitual snackers with breakfast not
fitting into their busy lifestyles. One third say they eat a snack instead of a meal for
breakfast. Early mornings, busy schedules and rushed routines will always be an
inhibitor for breakfast. As the Mintel Trend FSTR HYPR indicates, people are reaching for
products that make their lives go faster and easier rather than trying to slow down.
Instead of trying to change consumer behavior, it’s important for brands to make their
products more convenient, portable and versatile so that non-breakfast eaters can reach
for products quicker and during other meal times. One third of consumers have reported
14
(Simmons Research, 2019.)
15
("Hostess Brings Sweet Excitement to Breakfast - 30th November 2018." )
16
("Frozen Breakfast Foods - US - July 2019." )

17
Ibid.
Page 11

eating breakfast foods in place of other meals throughout the day18.
Purchasing Frequency
Figure 11: Snacking frequency, January 2015 and November 2018
Most people find themselves snacking throughout the day with numbers growing

from previous years. Prior to COVID-19, households were making an average of 2.7 trips
to the grocery store per week, and now, making an average of 3.619. Individuals aged
25-34 are spending $13.1 million on cereal and bakery products per year, which is 3.5
times more than 18-24 year olds. Without the influence of their parents’ purchasing
power they are open to purchasing whatever they want, data showing that being sweeter
snack foods20.
Market Definition
Simmons sampled 23,615 individuals on the consumption of Kellogg’s Pop-Tarts,
with 27% having previously consumed Pop-Tarts. The statistics below are indicative of
the demographic’s consumer profiles.
Socioeconomic Factors:
- Median Household Income: $72,953

- College Educated: 29.2%
- Employed: 67.5%
- Homeowners: 63.8%
18
Ibid.
19
(FMI, 2020.)
20
"(Kids' Impact on Household Decisions, 2020." )
Page 12

- Household Income > $100,000: 34.6%
Socio-Psychological Factors:
- Married: 49%
- Children in the Household: 50.7%
- White: 71.7%
- Age 25-24: 20.4%
Knowledge, Attitudes and Influencing Factors
Consumers are placing importance on their diet causing them to seek out health
factors when purchasing products. In order to get customers excited about some of the
less-than-healthy offerings, brands are leveraging nostalgia as a way to encourage them
to re-enter purchasing patterns with loved brands. 71% of Americans enjoy things that
remind them of their childhood and 63% of chocolate consumers report they like the
same candies they did as a child21. The Mintel Trend “Never Say Die” explains how the
power of nostalgia and throwback culture lends itself well to categories like cereal that is
associated with childhood. While the majority of United States consumers report that
their health is a big priority, better for you (BFY) product development isn’t necessarily
the right move for brands who have long benefitted from being an indulgent break in
consumers’ routines.
Figure 12: Insight about Habit and routine from Mintel

Nostalgia is one way for brands to push not-so-healthy products and offerings, as the
excitement from nostalgia may be strong enough to bypass consumers’ health goals for a
moment and encourage them to re-enter categories they had previously taken a step
back from.
21
("Using Nostalgia to Bypass BFY Concerns.", 2020)
Page 13

Dealers/Distributors/Brokers
Buying Patterns and Attitudes
Because Pop-Tarts and its parent company Kelloggs are well established brands,
they do not have to purchase slotting space within a grocery store for a product like
Pop-Tarts Frosted Brown Sugar Cinnamon Toaster Pastry, because the product has high
potential to sell creating profit for the grocer and Pop-Tarts. When a new product is
introduced to the market companies pay a slotting fee to put their new product onto
shelves at grocery stores to ensure the grocer is creating the same profit margins. Once
the product becomes popular enough it will drive enough revenue that it will no longer
require a slotting fee.
Mark-Ups and Promos
Safeway’s Club Card allows for up to 10% savings at times. Albertsons ran a
promo on $1 off each box when you buy 4 or more. Various coupons for Kellogg family
products can be found here: https://coupons.kelloggsfamilyrewards.com/.
Page 14

Advertising History
Expenditures
Figure 13: Advertising Expenditure chart of the Kellogg’s Company
The Kellogg’s Company spent 393 million dollars on advertising in the United
States in 2019. The food manufacturing company has been lowering its promotional
investments in U.S. media by roughly 10 million dollars each year since 2016, with the
highest decrease seen in 201922.
Copy and Media Analysis
Kellogg’s
From the start, Pop-Tarts has played around with its messaging and intended
audience. While kids have always been at the center of Pop-Tarts, parents ultimately are
the ones being marketed towards given their purchasing power. Pop-Tarts has shifted
from an “All-Family” strategy (with teens as secondary) to marketing directly to 12-17
year olds. After identifying a decline in household penetration, The Kellogg's Pop-Tarts
22
(“Kellogg: Ad Spending in the US.”, 2020)
Page 15

brand sought to bring back teenagers and young adults. They have focused on teens
exclusively for the last five years and are now navigating the waters of shifting their
digital landscape. The impact of this change was huge and showing results in as little as
just a few months. Focusing heavily on brand behaviors and activities that would
generate them content and conversation. Pop-Tarts added a “sampling tour” encouraging
teens to engage more with the brand.

Pillsbury
Pillsbury used a fictionary character, Hans Strudel, as a spokesperson to help
create branding and sell the product but recently switched to using real kids in realistic
settings for their consumers to help envision themselves in the same way. They also used
a popular game, Fruit Ninja, to help sell a new version of the product including “more
fruit”. Toaster Strudel’s agency SVP was asked about why they did not continue to
feature Hans Strudel and her response was, “while Hans Strudel was a campaign and a
character we loved, this year we decided to focus on what it is that makes this product so
very magical in the first place — the joy it brings to kids. Because for our moms, [their]
kids' happiness is [their] happiness.23” Something worth noting is Tom Dougerthy, CEO of
Stealing Share- a global brand company that oversees Kelloggs, recognized Pop-Tarts as
the leader in the pastry industry because of the convenience, the ability to not have to
toast it, but eat it on the go, as a snack, and cold. He also said as a leader with dominant
shelf space, it is important for Pop-Tarts to remind customers of the brand versus Toaster
23
(“Toaster Strudel’s Creative Shifts from ‘Hans’ Mascot to Real Kids.”, 2020)
Page 16

Strudel having to differentiate themselves enough to grab market share or to convince
their customers to eat Toaster Strudel for breakfast.
Results
Key takeaways from these two companies is making sure Pop-Tarts are reaching
the right people, not necessarily more people. Over time it is important to expect and
react to change proactively. With a new product entering the market it is important to
ensure brand promise and priority of consumer needs.
In 2019, Kellogg’s won a Shopper Marketing Effie Award in the Multi-Retailer
Program. The Effie Award honors the most effective advertising efforts24. Continuing
with the efforts made will help promote Pop-Tarts launch of the Pretzel Pop-Tarts to the
young adult crowd.
24
("Pop-Tarts Destiny 2 Promotion." , 2020)

Page 17

Sales Promotion
Types and Amounts
Figure 14: Toaster Strudel Movie Offer Promo
Toaster Strudel is using a popular movie title to help promote two of their
products with pink icing. By purchasing two of these limited edition products consumers
are able to upload their receipt to redeem one rental movie of Mean Girls, Almost
Famous, Clueless, Ferris Bueller’s Day Off, Forrest Gump or Pretty in Pink. With the
popularity of the movie throughout the teen and young adult generation, Pillsbury
tapped into a movie tie-in to help them gain traction with this generation.
Pillsbury has also done other promotions to help gain market share by partnering

with Cinnabon by using the brands famous cinnamon rolls as a flavor. At one point they
also used Hershey’s chocolate for another strudel.
Page 18

Promotional Expenditure Estimates
Following the implementation of the Strudel Movie Offer Promo, expected costs
for marketing will increase. Additionally, part of the budget must be allocated towards
the production of new pink frosting.
Results of Past Promotions and Trade Attitudes
While this promotion of Toaster Strudels is not over, customers have spoken up
about their thoughts on the new specialty pink frosting.
Figure 15: Toaster Strudel Reviews
Looking at all of the reviews on Pillsbury’s website, 70% seemed to feel as though

this pink frosting was not worth it.25 Many customers had indicated they bought these for
the free movie promotion going alongside it.
25
(Pillsbury, 2004)
Page 19

THE RECOMMENDED TEST MARKET CITY

Spokane, WA
After reviewing six of the top Designated Market Area lists, it was concluded that
the Spokane DMA would be the ideal market to test Kellog’s Pretzel Pop-Tarts.
“A microcosm of America”
The most critical trait of a test market city is that it accurately represents how the

product might perform at a national level. Spokane fits this description, as it is a
microcosm of America.
❖ Spokane exhibits an impressive 84.74 percent resemblance index to the United
States as a whole.
❖ Spokane in relation to the United States has a rank of 165 for sociodemographics,
a rank of 73 for housing, a rank of 156 for economy and a rank of 106 for
education.26
Additionally, Spokane aligns closely to the selected target demographic.
❖ Spokane has an overall median age of 37 and 31% of the population is between
the ages of 20-39. Similar to the target demographics age of 25-34.
❖ Spokane has a median household income of $52,447. Similar to the target
demographic’s household income of $56,301.27

26
(WalletHub 2016)
27
(CensusReporter 2019)
Page 20

CAMPAIGN OBJECTIVES/STRATEGY
Test Market Objectives:
❖ Launch Kellogg’s Pretzel Pop-Tarts campaign starting January 1st, 2021

❖ Get Kellogg's Pretzel Pop-Tarts into 60% of the market share grocery stores in the
Spokane DMA
❖ Achieve awareness of the newly launched product using Gross Rating Points
(GRP’S), Impressions and Clicks as Key Performance Indicators (KPI’s) for
measures of success
❖ Maintain consistent campaign messaging and imagery
Page 21

Strategies and Tactics:
❖ Launch campaign on January 1, 2021

➢ The launch date for Kellogg’s Pretzel Pop-Tarts is set for January 1st, 2021.
By launching this new product at that time the campaign will remind
people that breakfast items don’t have to be consumed at breakfast.
Launching after the holidays with the slogan “pop into a new world of
snacking”, we will appeal to consumers who are starting back up at work
and college and have busy lifestyles.
❖ Get Kellogg's Pretzel Pop-Tarts into 60% of the market share grocery stories
in the Spokane DMA.
➢ Using a variety of advertisements, we will be able to penetrate 60% of the
market share. Consumers will see and hear about Kellogg's Pop-Tarts
across multiple platforms which will make them more likely to purchase
the product next time they are in the store.
❖ Achieve awareness of the newly launched product
➢ The first 13 weeks of introduction to the test market are the most
important. Kellogg’s Pretzel Pop-Tarts needs to create awareness and trial
on the new product. The frequency heavily increased the first 13 weeks
and continued the rest of the year for digital platforms to ensure this goal
was met.
❖ Maintain consistent campaign messaging and imagery.
➢ By creating and maintaining a consistent marketing campaign consumers
are more likely to remember and consider that product. All our
advertisements through different channels will share a consistent theme of
“pop into a new world of snacking” to create a cohesive marketing
campaign.

Page 22

TRADE DISTRIBUTION PLAN

Stores # of Stores Market share Slotting
Fees
Safeway 28 21.3% $9,520
Rosauers 14 10.3% $4,760
Albertsons 13 12.4% $4,420
Fred Meyer 5 7.3% $1,700
Yokes 20 16% $6,800
Total 80 67.3% $27,200

In order to reach at least 60% of the Spokane DMA market share, the trade
distribution plan recommends distributing Pretzel Pop-Tarts to 80 stores. Through
placement in these stores, the product will exceed the goal by reaching 67.3% of the
market share.
The average slotting fee for stores within the Spokane DMA is $170 per flavor, and

$340 for both flavors. In order to calculate the slotting fees within the first 13 weeks, the
cost for both flavors ($340) is multiplied by the number of stores chosen (80). The total
cost for slotting fees in the recommended stores is $27,200.

Page 23

SALES FORECAST
Wholesale Value:
In order to find the wholesale value the industry standard equation was utilized:
# of stores x cases sold per week x case cost x 52 weeks
To obtain 65% of the market share, we determined that we need Pretzel Pop-Tarts to be
present in 80 stores throughout the Spokane DMA.
We expect to sell 1.5 cases per week/store of both flavors
The average wholesale price of the product is $29.46.
Our test period is 52 weeks.

80 stores x 1.5 cases x $29.46 x 52 weeks = $183,830.04
Wholesale Sales Projection = $183,830.04

Page 24

TARGET MARKET RECOMMENDATION

Adults, 25-34
The data from Simmons research on Kellogg’s Pop-Tarts Consumers and Prospect
Users proved useful for target market research. Both consumers and prospect users are
potential targets for Kellogg's Pretzel Pop-Tarts. By analyzing 25-34 year old Pop-Tarts
consumers, it was found that they are equally distributed by gender and pointed to both
genders equally taking part in grocery shopping. 28 Within this age group 87% or more
are high school graduates, 78% are employed and hold a median income of $68,239. With
the majority of the demographic being working adults,there is opportunity to target them
during their commute to and from work. With their busy lifestyles, this demographic's
eating behaviors result in frequent snacking rather than standard meals.
Kellogg’s Pop-Tarts Consumers Kellogg’s Pop-Tarts Prospect Users
Sample Weighte Vertica Horizonta Inde Sample Weighted Vertical Horizonta Index
d (000) l% l% x (000) % l%
Total 5,727 66,112 100.0% 26.9% 100 2,977 40,919 100.0% 16.7% 100
18-24 619 10,931 16.5% 38.9% 145 422 7,663 18.7% 27.3% 164
25-34 822 13,494 20.4% 31.4% 117 638 10,526 25.7% 24.5% 147
35-44 958 12,772 19.3% 31.5% 117 640 9,287 22.7% 22.9% 138
45-54 1,242 13,141 19.9% 32.1% 119 638 7,853 19.2% 19.2% 115
55-64 1,144 9,633 14.6% 23.0% 86 435 4,028 9.8% 9.6% 58
65+ 942 6,142 9.3% 11.9% 44 204 1,562 3.8% 3.0% 18
Age Rationale (Simmons)
28
(Food Marketing Institute 2020)
Page 25

The eating behaviors of the target group show a rising interest in snacking, 94% of

adults enjoy at least one snack daily29. With the age group of 25-34 being most likely to
snack frequently30, and 77% of the consumers agreeing that snacking is necessary in
order to get through the day31. The key attributes between breakfast and snacking
behaviors differ, sweet foods are seen as more desirable when eating as a snack versus
breakfast. By utilizing this “treat yourself” mentality consumers can be reached through
their willingness to indulge in snacks32. Only 13% of 25-34 year olds seek indulgent
breakfast options33, while snacking behavior is driven much more by this satisfaction
factor34.
Figure 16: Snack statement agreement - Any agree, April 2016
29
(Mintel 2015)
30
Ibid.
31
(Mintel 2016)
32
(Mintel 2016)
33
(Mintel 2018)
34
(Mintel 2019)
Page 26

The busy lifestyles of the target market have made consumers desire snacks that
are convenient35, with 67% of consumers between the ages of 18-44 agreeing snacks are
best eaten on-the-go36. The 25-34 year old working demographic holds the highest
percentage of commuters, who frequently snacking on their commute37.
Figure 17: Age Breakdown of Kellogg’s Pop-Tart Consumers Commuting
35
(Mintel 2018)
36
(Mintel 2016)
37
Ibid.
Page 27

Target Market Considerations
One of the initial considerations for a recommended target demographic included

18-24 year olds, specifically college aged students. This demographic would be interested
in the products affordability and convenience attributes. However, this age group did not
relate to the commute and snack factors to the same degree and therefore was not
recommended.

Another age group that was considered was ages 35-44. This age group was
initially promising as they have grown up with Kellogg’s Pop-Tarts. Due to this, it would
have been effective to use nostalgia as an advertising tool to effectively reach this
demographic. However, since Kellogg’s Pretzel Pop-Tarts are a new flavor, the nostalgia
factor would not have resonated the way original flavors would have. Ultimately, this
age group did not have sufficient data to recommend.

Page 28

BRAND/PRODUCT COMPARISON
Serving Calories Fat Sodium Carbs Fiber Sugar Protein
Size
Kelloggs’ Pop-Tarts 50g 210 7g 170mg 35g <1g 15g 2g
(Brown Sugar
Cinnamon)
Kellogg’s Pretzel 96g 390 13g 560mg 65g 1g 27g 4g
Pop-Tarts
(Brown Sugar
Cinnamon)
Kellogg’s Pop-Tart 40g 150 3.5g 160mg 29g <1g 16g 1g
Bites (Brown Sugar
Cinnamon)
Pillsbury’s Toaster 110g 350 13g 300mg 53g 1g 19g 5g
Strudel
(Strawberry)
Toast’ems Pop-Ups 52g 200 5g 190mg 37g 1g 17g 2g
(Brown Sugar
Cinnamon)
Nature’s Path 52g 210 4g 140mg 39g 1g 19g 3g
Organic Flavored
Toaster Pastries
(Berry Strawberry)
Larabar (Peanut 45g 210 12g 65mg 23g 3g 17g 5g
Butter Chocolate
Chip)
General Mills Milk & 45g 190 4.5g 135mg 32g 1g 16g 4g
Cereal Bars
(Cinnamon Toast
Crunch)
Kellogg’s Rice 45g 180 4.5g 210mg 35g 0g 16g 1g
Krispies Treats
Combos (Pepperoni 28g 140 7g 290mg 18g 0g 3g 2g
Pizza)
Nestle’s Pretzel Flipz 28g 140 5g 100mg 21g 1g 12g 2g
(Milk Chocolate)
Snack Factory’s 28g 110g 0g 270g 24g >1g 2g 2g
Pretzel Crisps
(Original)
Page 29

CHALLENGES & OPPORTUNITIES

STRENGTHS WEAKNESSES
- Already have a market share three - Pop-Tarts as a whole tend to

times larger than its closest market themselves to a youthful

competitor crowd, limiting their demographic
- Well established parent company - Not the healthiest option
- Good for on the go
- Doesn’t require preparation
- High availability in grocery stores,

convenience stores, gas station
mini-marts, vending machines, etc.
OPPORTUNITIES THREATS
- Develop healthier option - Healthier substitutes

- Invest in sustainability efforts - Large internal competition with
- Tap into the sweet and savory Kelloggs as a parent company
snack market

Page 30

MEDIA
Media Objectives:
- Raising awareness of the newly launched sweet and savory flavors of Kellogg's
Pretzel Pop-Tarts amongst the target audience of ages 25-34.
- Allocate budget dollars per media recommendations based on Media Quintiles:
Outdoor, Internet at Home/Work, and Radio; with social media encapsulating
social media platforms like Facebook and Instagram, and other digital media
entertainment platforms like Spotify and Hulu.
- Utilizing the allocated budget in a Continuity Advertising Media Schedule.
- Achieve awareness of the Kellogg’s Pretzel Pop-Tarts using Key Performance
Indicators (KPIs) as measures of success.
- 750 Gross Rating Points for Radio, Spotify and Hulu during the first 13
weeks with 150 GRPs during the rest of the months
- Over 3 million impressions for Outdoor Billboards and 14 million
impressions for Bus Benches during the first 12 weeks with outdoor
advertisements dispersed during the rest of the months
- 5,912 Clicks for social media ads on Instagram and Facebook during the
first 13 weeks of the test market campaign with 1,000 clicks for the rest of
the months
- Boosting sales as a snack and/or dessert option in Kellogg’s Pop-Tarts while
avoiding cannibalizing other Kellogg’s Pop-Tarts breakfast flavors already in the
market.
Page 31

Media Quintiles:
After deciding on the recommended target demographic, information was found
on the media usage of the 25-34 Kellogg Pop-Tarts consumers and prospect users. This is
important to look at because the age group and other demographics of existing Pop-Tarts
consumers and prospect users aligned closely with the Spokane Designated Market
Area’s target demographic as well. Therefore, through Simmons Insights research, it was
found that the best media choices were Outdoor, Internet at Home/Work and Radio.
Filter Total
Sample
Sample 23,615
Weighted 254,738
(000)

DEMOGRAP KELLOGG’S KELLOGG’S

HICS: POP TARTS POP TARTS
AGE: 25-34 (CONSUMER (PROSPECTS
S) )
Sample 2,584 5,727 2,977
Weighted 42,960 66,112 40,919

(000)
Vertical% 100 100 100
Horizontal% 17.5 29.6 16.7
Index 100 100 100
MEDIA DEMOGRAPHICS: KELLOGG’S KELLOGG’S

QUINTILES: AGE: 25-34 POP TARTS POP TARTS
OUTDOOR: (CONSUMERS) (PROSPECTS)
QUINTILE 1
(HIGHEST)
Sample 4,680 540 1,196 648
Page 32

Weighted 49,121 9,213 13,805 9,497

(000)
Vertical% 20 21.4 20.9 23.2
Horizontal% 100 18.8 28.1 19.3
Index 100 107 104 116


QUINTILE 2
(2ND
HIGHEST)
Sample 4,800 489 1,157 542
Weighted 49,032 8,202 12,879 7,529

(000)
Vertical% 20 19.1 19.5 18.4
Horizontal% 100 16.7 26.3 15.4
Index 100 96 98 92


QUINTILE 3
(MIDDLE)
Sample 4,773 452 1,087 580
Weighted 49,088 7,394 12,572 7,313

(000)
Vertical% 20 17.2 19 17.9
Horizontal% 100 15.1 25.6 14.9
Index 100 86 95 89

Page 33


QUINTILE 4
(2ND
LOWEST)
Sample 4,654 547 1,065 573
Weighted 49,063 9,226 12,618 7,746

(000)
Vertical% 20 21.5 19.1 18.9
Horizontal% 100 18.8 25.7 15.8
Index 100 108 96 95


QUINTILE 5
(LOWEST)
Sample 4,708 556 1,222 634
Weighted 49,435 8,925 14,237 8,833

(000)
Vertical% 20.1 20.8 21.5 21.6
Horizontal% 100 18.1 28.8 17.9
Index 100 103 107 107

INTERNET AT (CONSUMERS) (PROSPECTS)
HOME/WORK:
QUINTILE 1
(HIGHEST)
Sample 3,309 660 977 531
Page 34

Weighted 43,349 12,179 13,360 7,744

(000)
Vertical% 17.6 28.4 20.2 18.9
Horizonta 100 28.1 30.8 17.9

l%
Index 100 161 115 107


HOME/WORK:
QUINTILE 2
(2ND
HIGHEST)
Sample 3,712 537 965 521
Weighted 43,294 9,018 12,384 7,287

(000)
Vertical% 17.6 21 18.7 17.8
Horizonta 100 20.8 28.6 16.8

l%
Index 100 119 106 101


HOME/WORK:
QUINTILE 3
(MIDDLE)
Sample 4,112 456 989 549
Weighted 43,397 7,383 11,575 7,661

(000)
Vertical% 17.7 17.2 17.5 18.7
Page 35

Horizonta 100 17 26.7 17.7

l%
Index 100 97 99 106


HOME/WORK:
QUINTILE 4
(2ND
LOWEST)
Sample 4,554 383 957 475
Weighted 43,409 6,097 10,432 6,447

(000)
Vertical% 17.7 14.2 15.8 15.8
Horizonta 100 14 24 14.9

l%
Index 100 80 89 89


HOME/WORK:
QUINTILE 5
(LOWEST)
Sample 4,778 438 1,209 616
Weighted 43,676 6,733 12,054 7,895

(000)
Vertical% 17.8 15.7 18.2 19.3
Horizonta 100 15.4 27.6 18.1

l%
Index 100 88 103 109
Page 36

MEDIA DEMOGRAPHICS: KELLOGG’S POP KELLOGG’S

QUINTILES: AGE: 25-34 TARTS POP TARTS
RADIO ALL (CONSUMERS) (PROSPECTS)
DAY: QUINTILE
1: (HIGHEST)
Sample 4,572 417 1,302 632
Weighted 49,074 6,654 14,725 8,959

(000)
Vertical% 20 15.5 22.3 21.9
Horizontal 100 13.6 30 18.3

%
Index 100 78 112 110


DAY: QUINTILE
2: (2ND
HIGHEST)
Sample 4,814 485 1,203 632
Weighted 49,127 8,142 13,748 8,023

(000)
Vertical% 20 19 20.8 19.6
Horizontal 100 16.6 28 16.3

%
Index 100 95 104 98


DAY: QUINTILE
3: (MIDDLE)
Sample 4,386 502 1,073 561
Weighted 49,100 9,258 13,367 8,502
Page 37

(000)
Vertical% 20 21.6 20.2 20.8
Horizontal 100 18.9 27.2 17.3

%
Index 100 108 101 104


DAY: QUINTILE
4: (2ND
LOWEST)
Sample 4,804 585 1,054 569
Weighted 49,113 9,102 12,676 7,778

(000)
Vertical% 20 21.2 19.2 19
Horizontal 100 18.5 25.8 15.8

%
Index 100 106 96 95


DAY: QUINTILE
5: (LOWEST)
Sample 5,039 595 1,095 583
Weighted 49,324 9,803 11,597 7,657

(000)
Vertical% 20.1 22.8 17.5 18.7
Horizontal 100 19.9 23.5 15.5

%
Index 100 114 87 93
Page 38

Cost Efficiency Analysis:

Outdoor
City Format Price (Per 4 weeks)
Spokane Digital $1200
Spokane Bulletin $1000-$3000
Pullman Poster $725-$800
Pullman Bulletin $740-$1250
Spokane Digital Poster ($1,200)
Location Panel # Weekly impressions
Division and Dalke 14462 151,565
Division and Princeton 14391 106,696
Division and Mission 14101 141,105
Hamilton and Mission 12522 103,419
Browne and 2nd 13901 155,568
Hamilton and Trent 12402 116,541
As a part of the outdoor advertising, billboards were considered as an option. It was

found that The Lamar Outdoor Advertising Company had the best selection of billboards to
choose from. After reviewing the listed prices of the different products in the Spokane area,
digital posters were found to be the most cost effective. Six different digital poster locations in
Spokane were then compared to conduct a cost efficiency analysis.38
Bus Benches
Units Avg. Daily Effective Cost Per Month

Circulation
#25 Showing - 10 units 80,000 $600
38
(Lamar Advertising 2020)
Page 39

#50 Showing - 20 units 160,000 $1100
#75 Showing - 30 units 240,000 $1650
#100 showing - 40 units 320,000 $2000
Bus bench advertising is also included in the category of outdoor advertising. It was
found that Emerald Outdoor Advertising Company met the needs best and this analysis used
their listed prices to compare for cost efficiency.39
Radio

Radio Station Time CPM (30 second spot)
KEZE-FM M-F; 6A-7P $12.5
KXLY-FM M-F; 6A-7P $22.72
KZZU-FM M-F; 6A-10A $27.77
M-F; 10A-7P $18.51
KHTQ-FM M-F; 6A-10A $24.19
M-F; 10A-7P $16.12
KXLY-AM M-F; 6A-7P $54.28
KXLX-AM M-F; 6A-7P $57.50
KVNI-AM M-F; 6A-7P $76.66
KCDA-FM M-F; 6A-10A $17.14
M-F; 10A-3P $14.28
M-F; 3P-7P $12.17
KFOO-FM M-F; 6A-7P $25
M-F; 10A-3P $25
M-F; 3P-7P $31.25
KISC-FM M-F; 6A-7P $150
39
(Emerald Outdoor 2020)
Page 40

M-F; 10A-3P $133.33
M-F; 3P-7P $160
KKZX-FM M-F; 6A-7P $22.22
M-F; 10A-3P $20.37
M-F; 3P-7P $18.51
KQNT-AM M-F; 6A-7P $29.16
M-F; 10A-3P $33.33
M-F; 3P-7P $29.16
KZFS-AM M-F; 6A-7P $25
M-F; 10A-3P $50
M-F; 3P-7P $50
In order to reach the target market, radio can be utilized at the peak radio
listening times of commute day parts. Based on Simmons research, 57% of our age
demographic listens to the radio during drive times and the 6A-10A and 3P-7P dayparts
have a higher concentration of listeners than other times. By utilizing data of 25-54 year
olds radio commute listening behaviors, the CPM rates are able to recommend the most
cost efficient radio station spots that reach the target market effectively.
Spotify
Ad Format Cost per ad Frequency Reach Average CPM*
Audio $0.016 10.6 22,000 $16
Video $0.035 6.1 16,000 $25

(Horizontal)
Video (Vertical) $0.039 5.6 16,000 $30
With a higher number of 25-34 year olds using Spotify as their primary music
streaming platform, it would reach the target demographic well. As for the CPM for the
types of ads that Spotify presents, audio ads would be the most cost efficient.
Social Media
Page 41

Platform CPC CPM
Instagram $1.28 $6.70
Facebook $0.51 $9.06
With the highest social media use by the target demographic, digital
advertisements on Facebook and Instagram would reach 25-34 year olds well.40 While
Instagram excels at reaching 25-29 year olds with an overall lower CPM, Facebook is able
to reach the broader age demographics41.
Figure 18: Age Breakdown of Kellogg’s Pop-Tart Consumers
Hulu
Type of Ad Cost Gross Impressions CPM
Video $500 20,000 $25
Interactive $500 14,285 $35
For the target demographic's high internet at home/work usage, the media
recommendation is Hulu (Limited Ads) as a media platform. The CPM for ads is $25,
making it cheaper than a lot of other traditional TV CPM’s.42 As for the cost of the ads,
Hulu works very similar to Spotify’s pricing model.43 Hulu has a minimum of $500 that
needs to be spent on advertisements, also letting the client choose to target ads towards
40
(Gollin 2020)
41
(WebFX 2020)
(Osborn 2020)
42
43
(Williams 2019)
Page 42

certain demographics or interests. Hulu also lets the client choose the dates the ads can
run for.

Page 43

Flowcharts:
Radio:
The radio recommendations were chosen based on the CPM’s for each day part of

the target market's daily commute. Pop-Tarts consumers and prospects had higher radio
listening rates during the drive time spots. The KEZE-FM 6A-10A spot was the most cost
efficient with a CPM of $12.50. The KEZE-FM mainstream pop station targets adults with
active lifestyles and is the #1 listened to stations for Spokane adults M-F 6a-7p ages 21-34.
The KHTQ-FM rock station 3P-7P spot also has a low CPM of $16.12 and is the #1 station
for the chosen day part for men 21-49. The KZZU-FM modern hit station is the #1 station
M-F 6a-7p for adults 18-49, purchasing the 3P-7P spot with a CPM of $18.51 will also reach
our target market during their commutes home.
Page 44

Billboard:
Based off of the cost efficiency analysis, the media recommendation is to
purchase two Spokane digital posters for 5 months spread across the year. The first
digital poster that was selected is located at Division and Dalke (Panel #14462) and
receives 151,565 impressions per week. The second digital poster selected is located at
Browne and 2nd (Panel #13901) and receives 155,568 impressions per week. At $1,200
per digital poster per 4 week period, these two digital posters provided the most cost
efficient options.
Bus Bench:
After looking further into bus bench advertising, it was decided to purchase 20
units (#50 showing) for 5 months spread across the year. The research suggested that
with an average circulation of 160,000 per day, costing $1100 per month, this selection
was a cost efficient choice.
Page 45

Figure 19: Digital Flowchart with information retrieved from Irvine on Facebook Ad
Benchmarks
Spotify:
The Internet and other digital media encapsulates many avenues in advertising
but after reviewing Simmons research and other secondary research materials, it was
recognized that Spotify is a platform used primarily by 25-34 year olds.44
Age
18-24 25.7%
25-34 34.5%
35-44 17.1%
45-54 12.4%
55-64 7%
65+ 3.3%
Age Breakdown of Spotify (Simmons Research)
Spotify not only does music streaming but is currently seen as one of the best
platforms to stream podcasts on - especially because the app targets all kinds of users
who carry an electronic device with them - be it portable or not. This infographic from
44
(Baer 2017)
Page 46

Nielsen Podcast Listener Buying Power Database gives more specific information on
Media Quintiles of Podcasts specifically.45
Figure 20: Heavy Users of Podcast from Nielsen Podcast Listener Buying Power Database
Hulu:
Another area of internet media that is extensively used by ages 25-34 is Video
Streaming/Downloading Services Apps, especially Hulu (Limited Commercials.) As per
the data from Simmons, Hulu (Limited Ads) has an index of 187, trumping all other video
streaming platforms.
Video Streaming Platform Index Number
Hulu (Limited Commercials) 187
Hulu (No Commercials) 186
45
(“Podcast Content is Growing Audio Engagement” 2020)
Page 47

Google Play 178
Vudu 177
Amazon Instant Video 156
Netflix 155
Amazon Prime Instant Video 151
Sling TV 149
iTunes 133
Looking specifically at the age ranges that use Hulu, once again, ages 25-34 use Hulu
(Limited Ads) more than any other video streaming apps.
Figure 20: Age Bar Chart retrieved from Simmons Research data.
With 25-34 year olds streaming music through the Spotify platform and
consuming media through the Hulu platform in heavy numbers, investing the right
amount of money was crucial. Spotify has audio and video ad options, with audio ads
being the most cost efficient choice. Spotify operates on a schedule and budget format
where a specific budget is allocated for certain periods of time, which is evenly
distributed between the start and end dates of the specified weeks in the campaign.
As for the Hulu ad types, a video ad was much more cost efficient than the
Interactive Ad. Just like Spotify, Hulu operates very similarly where the cost per ad is
based on a schedule and budget format. Since the first 13 weeks are crucial in the
Page 48

introductory period of the test market campaign, the recommendation was to allocate
more money towards that time period and evenly distribute other funds for the rest of
the months in the 52 week campaign period for both Hulu and Spotify ad campaigns
The target demographic additionally falls within the highest social media users.
By utilizing the low CPM ads that Instagram offers, the campaign will be able to reach
Instagrams target demographic of 25-29 year olds46. The Instagram ads will deliver the
best performance for CTR, over 2.5 times greater than other social media networks.
While the Instagram advertisements will gain 10 times the engagement of the Facebook
ads, the recommendation will include Facebook. The Facebook ads will be utilized for
broader age targeting in order to reach the older section of the target demographic,
29-34, not met with Instagram.

46
(WebFX 2020)
Page 49

SALES PROMOTION
For sales promotion, the recommendation is that a portion of the budget be
allocated towards in-store sampling. These in-store sampling will take place across
Safeway stores within the Spokane DMA on the first Saturday of every month within the
initial 13 weeks. The main goal during in-store sampling is to show the convenience and
portability of the product. In addition, since this is a new product it gives the buyer a
chance to try the product without fully committing and buying. In-store sampling will
create awareness about Kellogg’s Pretzel Pop-Tarts.
Cost of Sampling in Store

Flat rate of $150 to do sampling one day at grocery store
One day: $150 x 28 stores = $4,200
Trial Period: $4,200 x 3 occasions/days = $12,600

Calculations to determine cost of samplers time:
Minimum wage in Spokane (2020)= $13.50
Cost of one worker for one day: $13.50 x 4 hours = $54
Cost of workers at 28 stores: $54 x 28 = $1,512
Cost of 3 sample events ($1,512 x 3): $4,536
Calculation to determine cost of product used during sampling:
Price per case of Pretzel Pop-Tarts: $29.46
There are 12 Pop-Tarts boxes in one case and 8 pop tarts per box. We will be cutting each
pop-tart into fourths. There will be 384 samples per case.
$29.46 x 28 stores = $824.88
$824.88 X 3 occasions/days = $2,474.64

Page 50

Calculations of extras:
Price of Napkins(500 count): = $3.97
Price of knives (24 count) = $1.99
Cost of napkins and knives for one day: $5.96
Cost of napkins and knives for 28 stores = $166.88
Cost of napkins and knives for 3 occasions/days = $500.64
Total cost for in-store sampling = $20,111.28
Why coupons were considered but not recommended:
Based on research gathered from MRI/Simmons, data shows the majority of the
target audience (men and women 25-34 yrs old) do not use coupons when shopping. The
best way to increase awareness and get customers to try the new product is in-store
sampling.
Figure 22: Coupon usage by age
Page 51

CREATIVE BRIEF
Positioning Statement:
Kellogg’s Pretzel Pop-Tarts will be positioned as an easy, on-the-go, indulgent
snack. Meaning that adults can eat Pretzel Pop-Tarts wherever they are and whenever
they want. Gravitating more toward snacking versus breakfast will have consumers
indulge in this product.
The Creative Objective:
Build a relationship with adults by showing that Kellogg’s Pretzel Pop-Tarts is an
on-the-go snack that they can indulge in.
The strategy is to convince young adults that Pretzel Pop-Tarts is a snack that can
be taken anywhere and eaten whenever. Pop-Tarts is not only for children and breakfast
time. The sweet and salty aspect of Pretzel Pop-Tart will drive home that consideration of
a snack item instead of a breakfast food.
What are we selling?
The new Pretzel Pop-Tarts are offered in two flavors of chocolate and cinnamon
sugar. The goal is to reach new customers and get them to try the new product.
Emphasize indulgence, snacking, and food on the go. The overall goal is to increase
awareness and sales of this new product.
Who are we talking to?
The target is men and women ages 25-34 from January 2021 through December
2021 in the Spokane DMA. They are snack enthusiasts, commuters, and people with busy
lifestyles.
Obstacle
The Pretzel Pop-Tarts are a new product unknown to customers making it a large

obstacle for this campaign. The product will be released to the public starting January
1st, 2021. One thing to avoid is cannibalization of existing pop tart flavors by providing
an anytime of day snack treat.
Page 52

Who?
Men and Women between the ages of 25-34 with an income of $68,239 who live in

the Spokane DMA.
What?
Need to encourage consumers to consider Pretzel Pop-Tarts as one of their snack
options. Majority of this demographic snacks instead of having a traditional breakfast
meaning that Pretzel Pop-Tarts needs to position itself as a snack rather than a breakfast
item.
Why?
Consumers in this demographic snack instead of eating breakfast and they crave
on-the-go food options based on their desire for convenience. With the “swavory” or
sweet and salty aspect of Pretzel Pop-Tarts, this product can dive right into the snack
consideration.
How?
By promoting this new product item as a snack alternative instead of a breakfast
item. Focusing on convenience, portable, and the “swavory” snack characteristic will
best reach this target audience.
Creative Tactics:
- Capitalize on on-the-go snacking. Radio and Video ads set the stage for eating
Pretzel Pop-Tarts out of home.
- Focus on snacking versus breakfast at home. Slogan “Pop Into a New World of
Snacking” focuses on snacking and is a pun on the word Pop-Tart.
- Target young adults by including commute references. Ads are placed specifically
during the commute home.
Tag Line: “POP INTO A NEW WORLD OF SNACKING”

Page 53

CREATIVE PLAN:
Social Media:
The social media advertisement is heavily reliant on visuals to initially draw the
consumer to it. A recent study from Neilsen and Taboola suggests that the average
attention span in regards to online advertising is only 8-seconds.47 Because of this, the
copy is short and to the point which emphasizes the ease of grabbing a Pretzel Pop-Tart
on your commute. This digital advertisement will be dispersed through Facebook and
Instagram.
47
(TastyAd 2019)
Page 54

Outdoor Advertisements:
Outdoor advertising let’s Pop-Tarts capitalize on the commuting aspect of the
campaign. They do this by strategically placing these advertisements on popular
thoroughfares.
Page 55

Digital Billboard:
Bus Stop Bench:
Page 56

Radio:
According to the research, Pop-Tart consumers in the target market were frequent
listeners of radio during high commuting hours. Because of this, the radio copy focuses
on indulging in Pop-Tarts on your commute home.

Setting: Typical 9-5 office job

(SFX:) TYPING, PHONES RINGING, INDISTINCT TALKING, COPY MACHINE
WHIRRING

VO: Just five more minutes until you’re off

(SFX:) CLOCK TICKING (TICK, TOCK, TICK, TOCK)

VO: You’ve been thinking about it all day

(SFX): CLOCK CONT. (TICK, TOCK, TICK TOCK)

(SFX:) TIMER GOING OFF

VO: “Finally, five-o-clock. Time to go home...but more importantly, time to escape
to a new world of snacking by indulging in a new Pretzel Pop-Tart from
Kellogg’s!“

SFX: ALL NOISE FADES OUT EXCEPT FOR THE SOUND OF A CRISP FOIL PACKAGE
BEING OPENED

VO: “New pretzel Pop-Tarts from Kellogg’s. Available in two brand new flavors.
Chocolate and Cinnamon Sugar. One for the commute to work and one for the
commute home. Make commuting an indulgence with Pretzel Pop-Tarts.”

VO: “Pop into a new world of snacking. Pick up your Pretzel Pop-Tart today.
Page 57

Available at your local grocery store.”

###
Video:
The video spot focuses heavily on the portability of Pop-Tarts as well as its
position as a treat rather than breakfast. By having the setting outside of a traditional
home or kitchen, the consumer is less-likely to associate Pretzel Pop-Tarts with a
breakfast pastry. A call-to-action is included in the closing statements to showcase
availability. Additional storyboard illustrations are available to paint a palpable picture
of the visuals. This video ad will be dispersed through Spotify and Hulu.
VIDEO AUDIO
(Fade in) BUSY METROPOLITAN CITY

(Medium Close up) WOMAN DRESSED IN (SFX): CARS HONKING, INDISTINCT
BUSINESS ATTIRE WALKING DOWN BUSY TALKING, CAR DOORS SHUTTING
STREET CARRYING BRIEFCASE

(Close up) BRIEFCASE AND CLUTCH

PURSE.

(Medium close up) WOMEN PULLS
WOMEN: “One for the commute….”
PRETZEL POP-TART OUT OF HER CLUTCH

PURSE.

(Cut to medium shot) WOMEN PICTURED

SITTING AT TABLE AT A MEETING IN AN

OFFICE SETTING.

WOMAN: “…one for the office.”
(Medium Close up) WOMEN PULLS
PRETZEL POP-TART OUT OH HER
BRIEFCASE)
(SFX): COLLEAGUES CLAPPING

(Medium shot) COWORKERS AROUND
HER START CLAPPING
(SFX): Angelic harmonic melody.
Page 58

(CLOSE UP) PRETZEL POP-TART VO: “Pop into a new world of snacking
FLOATING AROUND IN MYSTICAL
with Kellogg’s Pretzel Pop-Tarts. Available
CLOUDS.
at your local grocery store in Spokane.”

VO: “ Pick up your Pretzel Pop-Tart today.

Indulge in a new world of snacks”

(Fade out)

Page 59

BUDGET
How we determined our budget:
The industry standard for calculating a budget is:
Wholesale value x .6 - slotting fees = Budget
❖ Our wholesale value is $183,830.04

❖ Our slotting fee totaled $27,200
Our budget is:
$183,830.04 x .6 - $27,200 = $83,098.24
Total budget: $83,098.24

Radio= $13,650
Sampling= $20,111.28
Outdoor:$17,500
- Digital Billboard= $12,000

- Bus Bench: $5,500
Digital: $31,836.96
- Spotify: $7,959.24
- Hulu: $7,959.24
- Facebook: $7,959.24
- Instagram: $7,959.24
Page 60

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Emerald Outdoor. 2020. “Bus Bench - Outdoor Advertising.” Emerald Advertising.
https://emeraldoutdoor.com/bus-benches/.
Food Marketing Institute. 2020. “Grocery Shopper Habits.” YouTube.
https://www.youtube.com/watch?v=mjBqZ9whiJg&feature=emb_title.
Gollin, Maxwell. 2020. “How Much Do Ads Cost on Facebook, Instagram, Twitter, and
LinkedIn in 2019?” Falcon.io.
https://www.falcon.io/insights-hub/topics/social-media-roi/how-much-do-ads-cost-
on-facebook-instagram-twitter-and-linkedin-in-2018/.
Irvine, Mark. 2020. “Facebook Ad Benchmarks for YOUR Industry [Data].” WordStream.
https://www.wordstream.com/blog/ws/2017/02/28/facebook-advertising-benchmar
ks.
Lamar Advertising. 2020. “Inventory Browser.” Lamar Advertising.
https://www.lamar.com/Spokane/InventoryBrowser.
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Mintel. 2015. “Snacking Motivations and Attitudes.” Mintel.
https://reports.mintel.com/display/735229/?fromSearch=%3Ffreetext%3D94%2525
%2520snack%2520daily%26last_filter%3Dconsumer-segment.
Mintel. 2016. “Snacking in Foodservice.” Mintel.
https://reports.mintel.com/display/775328/?fromSearch=%3Ffilters.consumer-seg
ment%3D9%26freetext%3Dcommute%26last_filter%3Dconsumer-segment.
Mintel. 2018. “Hostess brings sweet excitement to breakfast.” Mintel.
Mintel. 2019. “Snacking Motivations and Attitudes.” Mintel.
Osborn, John. 2020. “Reach & Message Frequency in CTV and OTT.” AdMonsters.
https://www.admonsters.com/reach-message-frequency-ctv-ott/.
“Podcast Content is Growing Audio Engagement.” 2020. Nielsen.
https://www.nielsen.com/us/en/insights/article/2020/podcast-content-is-growing-au
dio-engagement/.
WebFX. 2020. “How Much Does It Cost To Advertise On Instagram.” WebFX.
https://www.webfx.com/social-media/how-much-does-it-cost-to-advertise-on-insta
gram.html#instagram-vs-facebook.
Williams, Shaun. 2019. “Hulu CPM Pricing Decreases 17% While Ad Revenue Grows
45%.” Harmelin Media.
https://harmelin.com/media-magnified/hulu-cpm-pricing-decreases-17-while-ad-re
venue-grows-45/#:~:text=Hulu's%20average%20CPMs%20fell%20from,to%20%242
5.00%20in%20Q1%202019.
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Pillsbury. 2004. “Mean Girls Inspired Pillsbury Strawberry Toaster Strudel.” Pillsbury.
https://www.pillsbury.com/products/toaster-strudel/strawberry-mg.
TastyAd. 2019. “Attention Spans Are Dwindling. What Does That Mean For Advertisers?”
TastyAd.
https://www.tastyad.com/attention-spans-are-dwindling-what-does-that-mean-for-
advertisers/.
CensusReporter. 2019. “Spokane, WA.” CensusReporter.
https://censusreporter.org/profiles/16000US5367000-spokane-wa/.
WalletHub. 2016. “Metro Areas That Most and Least Resemble the U.S.” WalletHub.
https://wallethub.com/edu/metro-areas-that-most-and-least-resemble-the-us/6109/.
(Irvine 2020)

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APPENDIX
● “Which of the following reasons describe why you snack? Please select up to five
reasons.”
● https://reports.mintel.com/display/716516/?fromSearch=%3Ffilters.category%3D64%252C97%252C55%26filters.consumer-segment%3D9%252C7%26last_filter%3Dco
nsumer-segment
● Snacking has become nearly universal, as 94% of adults snack at least once daily. Half of
adults snack two to three times per day. iGeneration/Millennials, those aged 18-38, are most
likely to snack frequently and are snacking more this year compared to last year.
(internet users aged 18+) “How many times per day do you eat foods or drinks specifically
as a snack? Please select one.”
Page 66

● 37% of 25-34 year olds typically eat breakfast out of home two or more times a week,
including 23% who eat breakfast out of home four or more times a week.
● 25-34 year olds being more likely than older people to eat breakfast out of home makes it
important for brands in breakfast cereals to offer on-the-go breakfast solutions for core
younger users to prevent an erosion of sales to other breakfast foods.
○ https://reports.mintel.com/display/999140/?fromSearch=%3Ffilters.category%3D64
%252C97%252C55%26last_filter%3Dconsumer-segment
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● Quick and affordable are important, but taste and nutrition are strongest purchase
factors
● Taste and nutrition are most important for older generations
● 9-21 year olds rank affordability highest, with tendencies to eat food on the go and away
from home
● Consumers equate convenient with processed

● Other descriptions were, pre-packaged, easy to carry, easy to prepare and fast to eat
● Snack and breakfast important attributes differ, sweet being more desirable in a snack
than breakfast (snacking allows for more indulgence)
● Post example- collaborated with a ‘legacy’ snack company to launch dessert and snack
inspired cereal- have seen a significant sales growth!!
● Opportunity to join snack world with indulgent product development, snack collaboration
and treat yourself messaging
Page 68

● Snacking continues to appear more closely tied to indulgence, but the desire for more
responsible and practical snack choices can be seen. Consumers may not feel there are
enough good tasting health-focused snack options available to them, considering that only
Page 69

30% of snackers say the majority of the snacks they eat are healthy.
● While parents want to make responsible choices for their kids, they don’t appear to be
restrictive in managing the snack habits of their kids, and are only slightly more likely to serve
their kids healthy snacks than they are to consume healthy snacks themselves.
●
● Participants of an online discussion group conducted for this Report claim to be snacking on
fairly traditional snack items including confectionery, salty snacks, and baked goods, with
choices driven largely by convenience, affordability, health, and satisfaction.
Page 70

● 71% of consumers snack at least 2-3 times a day

● 60% of non-chocolate confectionery eaters consume it for a snack
● 50% of consumers snack to treat themselves
● 48% of salty snack buyers wish there were more healthy snack options
● 42% of salty snack buyers agree taste is more important than health
● 41% of salty snack buyers like to try new kinds of salty snacks
●
● Consumer are losing the importance and enjoyment of breakfast
● Busy lifestyles are framing breakfast as something that needs to be done quickly,
replaced with snacks or skipped
● May be drawn to familiar and beloved brands if they draw attention and generate
excitement, but will likely be on occasion
● (see 2018 breakfast attributes above)
●
● Using nostalgia to bypass BFY concerns
“As consumers place importance on their health and seek out products that align with their
goals, brands are leveraging nostalgia as a way to get consumers excited about
less-than-healthy offerings and encourage them to re-enter categories.”
Page 71

● The Mintel Trend Never Say Die explains how the power of nostalgia and throwback culture
lends itself well to categories like cereal that are associated with childhood
○ Brands have been leveraging product reboots and nostalgic messaging to spark
interest.
○ In 2018, Trix re-released its former fruit shapes that were used from 1991 to 2006 in
the cereal. The result? A 69% sales increase for the brand.
● While the majority of US consumers report that their health is a big priority, BFY product
development isn’t necessarily the right move for brands who have long benefitted from being
an indulgent respite in consumers’ routines (see below)
● Nostalgia is one way for brands to push not-so-healthy products and offerings, as the
excitement from nostalgia may be strong enough to bypass consumers’ health goals for a
moment and encourage them to re-enter categories they had previously taken a step back
from.
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● Savory snack market
Food Marketing Institute:

https://www.youtube.com/watch?v=mjBqZ9whiJg&feature=emb_title
- Before COVID-19, Households made 2.7 trips to the grocery store each week.
- Before COVID-19, Households shopped 5 banners in a given month.
- Before COVID-19, 14.5% of grocery shopping spending was online.
Page 73

https://www.bls.gov/cex/2019/aggregate/age.pdf
Ages 25-35 Median Income National comparison - $76.197
Ages 18-24 Median Income National comparison - $38,120
Cereals and Cereal products: Ages 25-34: 14.8
Cereals and Cereal products: Ages 18-24: 4.8
Cereals and bakery products: Ages 18-24: 3.8
Cereals and bakery products: Ages 25-34: 13.1
Food Ages 18-24: 4.1
Food Ages 25-34: 15.2
https://www.bls.gov/opub/reports/consumer-expenditures/2018/pdf/home.pdf
Page 74

Page 75

https://wallethub.com/edu/metro-areas-that-most-and-least-resemble-the-us/6109/
Page 76

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Kellogg’s Pretzel Pop-Tarts

THE RECOMMENDED TEST MARKET CITY 21

CAMPAIGN OBJECTIVES/STRATEGY 22

TRADE DISTRIBUTION PLAN 24

SALES FORECAST 25

TARGET MARKET RECOMMENDATION 26

BRAND/PRODUCT COMPARISON 30

CHALLENGES & OPPORTUNITIES 31

SALES PROMOTION 51

CREATIVE BRIEF 53

The Relevant Market

Market Size and Growth Trends

Figure 1: Mintel GNPD

Figure 2: Factors Influencing Purchase Power

Figure 3: Factors Influencing Purchase, By Generation

While taste overall is the most important factor consumers consider when buying

Figure 4: Mintel Report on Consumer Feedback for Breakfast Choices

Consumers are equating “convenient” foods with being processed; other

Figure 5: Mintel Report on data on Breakfast Choices

Product quality, Pricing, Distribution, and Sizes:

Retail Price Size Quantity Place of Distribution

Pop-Tarts have a marketing advantage over Toaster Strudel; being a non-frozen,

Figure 7: Influenster Pop-Tart Reviews

Consumer Market Size

Figure 10.a: Age Breakdown of Kellogg’s Pop-Tarts Consumers

Figure 10.b: Graph: Age Breakdown of Kellogg’s Pop-Tarts Consumers

eating breakfast foods in place of other meals throughout the day18.

Figure 11: Snacking frequency, January 2015 and November 2018

Most people find themselves snacking throughout the day with numbers growing

- Median Household Income: $72,953

- Household Income > $100,000: 34.6%

Knowledge, Attitudes and Influencing Factors

Figure 12: Insight about Habit and routine from Mintel

Buying Patterns and Attitudes

Mark-Ups and Promos

Figure 13: Advertising Expenditure chart of the Kellogg’s Company

Copy and Media Analysis

Types and Amounts

Figure 14: Toaster Strudel Movie Offer Promo

Pillsbury has also done other promotions to help gain market share by partnering

Promotional Expenditure Estimates

Results of Past Promotions and Trade Attitudes

Figure 15: Toaster Strudel Reviews

THE RECOMMENDED TEST MARKET CITY

The most critical trait of a test market city is that it accurately represents how the

Additionally, Spokane aligns closely to the selected target demographic.

❖ Launch Kellogg’s Pretzel Pop-Tarts campaign starting January 1st, 2021

Strategies and Tactics:

❖ Launch campaign on January 1, 2021

TRADE DISTRIBUTION PLAN

The average slotting fee for stores within the Spokane DMA is $170 per flavor, and

# of stores x cases sold per week x case cost x 52 weeks

We expect to sell ​1.5 cases​ per week/store of both flavors

The average wholesale price of the product is ​$29.46​.

Our test period is ​52 weeks​.

Wholesale Sales Projection = $183,830.04

TARGET MARKET RECOMMENDATION

Kellogg’s Pop-Tarts Consumers Kellogg’s Pop-Tarts Prospect Users

Age Rationale (Simmons)

The eating behaviors of the target group show a rising interest in snacking, 94% of

Figure 16: Snack statement agreement - Any agree, April 2016

Figure 17: Age Breakdown of Kellogg’s Pop-Tart Consumers Commuting

Target Market Considerations

We expect to sell 1.5 cases per week/store of both flavors

The average wholesale price of the product is $29.46.

Our test period is 52 weeks.