MARIANOS FIGHTS

OBESITY
PRAD 334 Ethics in Public Relations and Advertising Social Media Campaign

The Obesity Epidemic In

America
Over the past 35 years, obesity rates have more than doubled. The average
American is more than 24 pounds heavier today than in 1960. (stateofobesity.org)
Adults ages 40 to 59 (39.5 percent) have higher obesity than adults ages 20 to 39
(30.3 percent) and ages 60+ (35.4 percent). This is also true among those who are
severely and morbidly obese, where those between ages 40 to 59 have higher rates
than those between ages 20 to 39 and ages 60+(stateofobesity.org)
https://www.youtube.com/watch?v=4Bw-MSCFdu0

Marianos Fresh Market

Helping You Live a Healthier Life
Marianos was created in 2010 in Arlington Heights, IL
The store was designed and built to deliver the highest quality products from
around the world and those produced locally to shoppers with unequaled service
and hospitality.
Marianos stresses the importance of their philosophy: Shop well. Eat well. Live
well

Why Marianos?
Shop Well. Eat Well. Live Well
We feel Marianos is the perfect sponsor to spread awareness and
advocate on behalf of the growing obesity epidemic. Marianos
maintains a strong presence within communities around the
Chicago land area.
Marianos website provides shoppers with a variety of educational
outlets, as well as tips from dieticians, but consumers are not
aware of these features.
We do not think Marianos utilize their voice efficiently, thus we
hope to reach a much larger audience with our campaign tactics.

Whats For Dinner?

Key Messages
Implemented in 2017
Our campaign seeks to promote healthy eating to
combat obesity utilizing Marianos recourses that are
available today. This will bring their philosophy to life.
This campaign is about creating a platform for the
community. This platform will promote conversation
and sharing ways to create healthy and affordable
meals.

Campaign Goals & Objectives

Campaign Goals & Objectives
Goal 1. Create a community that relies on Mariano's for all
aspects of nutrition and healthy living.
-Utilizing Marianos resources: Nutritionists
-Want to expand the grocery store nation wide
-Host healthy cooking classes and a personal shopper to educate and
teach the customers on how to get started with a healthy lifestyle.
Goal 2. Communicate to our consumers the importance of being
educated on food.
-Reduce the proportion of adults ages 25 + who are considered obese, by
teaching them the importance of living a healthy lifestyle, along with the
risks of obesity
-Increase sales in produce and health food sections by 8%.

Intended Audience
We are targeting current Marianos shoppers & reach new customers who are seeking healthier lifestyles for
themselves and their families.
Demographics
Ages 25+
Men & Women
Local: Chicago Area; over 30 locations throughout the city & suburbs
Middle Class
Psychographics
Busy Lifestyles
Working Parents
Price and value conscious
Utilizes social media
Frequent restaurant diners; fast food chains, rarely prepare their own meals

Meet Our Spokesperson

Chrissy Teigen Teams up with

Marianos
Our favorite celebrity foodie, successful model, wife to John
Legend
Her love of food promoted the creation of her blog, So
Delishious, where she shares her favorite low-card meals with
her audience.
Active on social media

-5.6 Million Followers on Instagram

Promotes positive, and realistic body image
Recently launched her cook book called Cravings; where she
masters the art of indulgent foods, with a healthier spin and
easy preparation.
Philanthropic activist: In 2014 Chrissy and John Legend fed
Black Lives Matter protestors. The couple hired food trucks to
hand out free food to protesters in NYC. They also donate to
the Somaly Mam Foundation, which battles sex trafficking.

Campaign Tactics
We want to create a platform to share information awareness and support
1. Enhance Marianos already successful loyalty program to promote healthful living.
-This includes incorporating a step tracker for the Apple Watch
2. Restructure the Marianos iPhone App
3. Create a free PDF eBook, teaming up with Chrissy and a top industry Nutritionist
4. Sunday Farmers Markets hosted by Marianos in neighborhoods across the
Chicagoland area
5. Utilize social media outlets in an innovative an effective way

Marianos App
The app will be more organized and interactive:
When you first sign up for the app youll be directed to a short quiz that allows us to
access information about your health (age, sex, weight, height)
We will then use that data to curate your own personal monthly meal plan
Your weight loss journey will be illustrated with unique, easy to read graphs that track
your healthy lifestyle, if you decide to update your daily journal
Community tab of the app allows you to compete with friends/other people on their
journey
Free for all users downloaded directly from the apple store
Chrissys Picks: This will show case what Chrissy is loving
News Feed similar to Instagram where users can share, comment, like photos posted of
breakfast lunch & dinner meals, grocery hauls etc. We will generate an inspiration board
of daily recipes

App News Feed

Meal Inspiration Boards

Marianos Loyalty Program

Frequent Foodies: a completely digital platform for
customers to earn rewards that make a difference.
Gaining points will not only lead to coupons, but we
plan to host healthy cooking classes, even a sushi
workshop.
Step tracker: the more active you are, the more you
earn.
Upgraded rewards featuring nutritional cooking
classes
Share your progress with us! Let us know on social
media outlets, use of hashtags we give away gift
cards to the store etc.

Creating an eBook with Chrissy

Teaming up with Josh Axe, an
author, clinical nutritionist
and doctor of natural
medicine. He is out to prove
that food should take center
stage when it comes to
treating health issues. He
has a very popular site that
reaches an audience of 2
million.
Available as a free Kindle
download and PDF file found
on Marianos website.

Marianos Brings Farmers Markets to

Your Neighborhood
Spring & Summer of 2016
Host local farmers markets across the Chicago land area.
These markets will support small local business and bring fresh produce and
healthy eating ideas to neighborhoods that need access to fresh foods at affordable
prices.
Feature cooks, chefs and nutritionist demonstrations
Face to face interaction between Marianos, local growers and the community.
Presenting our new outreach tactics such as the improved loyalty program and the
apps new features.

Social Media Tactics

YouTube Channel
The channel will showcase Chrissy Teigen in her kitchen, guest
chefs from the Food Network and popular chefs from the Chicago
restaurant scene preparing meals and sharing their knowledge.

Instagram
Guest food blogger take overs on Instagram: sharing their most
coveted recipes
Hashtag: #MyMarianos #CultivateFoodies #KitchenLove,
Instagram users who utilize our hashtags will automatically
entered into monthly giveaways

Facebook, leading global social media outlet

We strategically are utilizing this social media platform because it
matches our demographic
Encourage shoppers to check in on Facebook & post their
grocery lists sharing Whats For Dinner to inspire others

Ethical Values & Principles

The societal and professional values that inform this campaign; We will stay loyal to our
consumer
Mills Principle of Utility: Seek the greatest happiness for the aggregate
whole
Through our campaign we hope to achieve the greatest possible outcome for our
shoppers in term of affordability, education and long lasting life style changes.
Aristotle: Moral virtue is the middle state determined by the practical
wisdom
We want to educate our consumers about the dangers of overeating, over indulging in
unhealthy food that can lead to diseases linked to obesity such as heart disease,
strokes, high blood pressure, diabetes. cancer, gallbladder disease and gallstones,
Osteoarthritis, sleep apnea and asthma.
We hope to communicate the importance of balance. Balancing our indulgences while
incorporating nutritional options vital to our mental and psychical well being.

Evaluation Plan
Social Media
Track and monitor social media platforms for the amount of shares likes, posts
reposts, overall interactions
-Amount of check-ins and interactions amongst "What's For Dinner posts
App
Track the amount of app downloads and new Frequent Foodies rewards sign ups
Conduct customer satisfaction surveys through the app about the app, as well as all
our other tactics.
In Store
Mariano's can track the most popular items that have a been bought with in the
running time of campaign

Reference List
http://stateofobesity.org/obesity-rates-trends-overview/
food images: http://ashleymclaughlinphotography.com/product-photography/
app ideas: http://mynewroots.org/apps/
http://www.marianos.com/healthkey
http://www.marianos.com/healthkey
Adult Obesity Facts. (2015, September 21). Retrieved March 14, 2016, from
http://www.cdc.gov/obesity/data/adult.html
Graphs were obtained from: http://stateofobesity.org/obesity-rates-trends-overview/
http://theweightofthenation.hbo.com/watch/main-films/Consequences

Thank you for Listening!