COMMUNICATION CAMPAIGN

CLOVER
CHIPS
GROUP IV
BSBA MM 2-3N
 Leslie’s clover
chips
In 1975, Leslie developed a unique corn and
tapioca snack called “Clover Chips” that is a
true Filipino invention & has been exciting
snack lovers the world over. Committed to
making snacks that are truly healthy,
fortifying the snacks with vitamins to
improve everyone's nutrition. The fact that
Clover chips have one of the lowest levels of
all three ingredients in any snack- continue
to bind all relationships & has been part of
memorable childhood moments for almost
40 years.
 TABLE OF
 SWOT Analysis CONTENTS
 Target Market
 Consumer Insights
 Advertising Objectives
 Big Idea/Selling Idea
 Key Message
 Media Objectives
 Media Strategies
 Deliverables
 SWOT ANALYSIS
STRENGTHS weaknesses
• Strong brand recognition
• Existence in the market for almost 40 years • Slowdown of sales due to increasing competition
• The company offers a well-known variety of snacks  • Health concerns among people
• Cost advantage • Uncertainty of activities
• Adequate access to raw materials • Non-recyclable packaging
• Online presence
• Product innovation and development
• Inclusion of more flavors

opportunities
• Growing snack market
• Increase advertisements on different online channels
• Shift to health-enriched food ingredients.
THreats
• Shift in consumer choice from traditional snacks to
health snacks
• Growing number of alternative snack products. 
• Emergence of startup companies offering innovative
snack products.
 STRENGT
• Strong brand foundation & recognition. The product has been in the market
for over 40 years and established as a well-accepted brand in the market.

HS
The company offers a well-known variety of snacks. Consumers from various
market segments have a famous variety of snacks to choose from: (Cheezy,
Nachos etc.) and flavors (Cheese, Barbecue, Ham & Cheese, Spicy Beef etc.)
they offer in the market.

• Cost advantage. For over 40 years, the brand has used advanced technologies
and automation processes to produce products.
 STRENGT
• Online presence. The brand is visible on social media and has a high level of
engagement. They create a long-term social media strategy and partnering
strategy to increase brand awareness.

HS
• Product continuous innovation and development. From its version of Clover
Cheese to Cheesier, Chili & Cheese, and Shrimp Barbeque, their newest flavors
for their customers, the product has undergone innovation.

• Adequate access to raw materials. The brand has enough base to increase
productive capacity, and they can use their cost advantage for their
manufacturing processes.
 weaknesses
• Uncertainty of Activities. Clover's reputation has suffered as a result of some
doppelganger activity and memes.

• Non-recyclable Packaging. Clovers packaging is non-recyclable which affects

the reputation of the company.
 opportuniti
• Growing snack market. Due to an increase in modern-day consumers, half or
all of whom rely on "on-the-go" food, competition in the snack market has
steadily increased.

es
• Increase advertisements on different digital channels. Because a variety of
channels can reach their target market, this may assist the brand in reaching out
to potential customers efficiently and cost-effectively.
 THreats
• Health concerns among people. Due to pandemic & high health concern cases,
people are becoming more concerned about their health, which reduces Clover
product sales.

• Slowdown of sales due to increasing competition. A lot of snack companies are

releasing new products, and there is a higher risk of loss if this is not avoided.

• Growing number of alternative snack products. Because the market

comprises both local and high-end products, competition has increased. Local
products that compete with Clover include Tomi, Boy Bawang, Piatos, Mr.
Chips, and others.
 THreats
• The emergence of startup companies offering innovative snack products.
Due to customer demand, there has been an increase in the number of innovative
products introduced by startup companies, impacting the brand's sales revenue
ratio.

• Shift in consumer choice from traditional snacks to healthy snacks. The

increased availability of healthy snacks attracts the attention of most market
consumers, which has an impact on Clover's profitability.
 Target market
DEMOGRAPHIC GEOGRAPHIC
VA R I A B L E S
  Teenager: 13-19 Density: Urban and Rural Areas

opportunities THreats
Social Class Occasions: Regular Occasions, Holidays, 
Lifestyle and Personality: Active, Playful, User Status: First Time and Potential User
Energetic, Lively, Talkative, Adventurous, Loyalty Status: Medium
Readiness Stage: Aware
and Competitive
 CONSUMER
INSIGHTS
• "This is my ultimate "upper" food whenever I feel
downed."
• "Different and superior in ways only my taste buds can
understand."
• “Wouldn’t even get fed-up with eating it?
• Filipino Brand
• Go-to snack
• Cheap but flavorsome snack
• Cheesier, Crunchy & Fresh.
• Make you crave for it.
ADVER
TISING
OBJECT
IVES
Boost brand engagement through digital activation that aims to bring
friendships closer by creating memorable moments together.

In conducting the "Clover Chips dance challenge" and "Para sa kaibigan kong ____",
hashtags will be used to create a specific space online & promote the campaign, especially the
brand. Also, by using different social media platforms, the campaigns will reach a larger market
and be accessible for everyone. 
ADVER
TISING
OBJECT
IVES
Grow revenue in the long
term.
By having the "QR code discounts," the brand will be able to attract the target market and
the other buyers to purchase the products to have a chance to win the various discounts and
promos included in the campaign. 
ADVER
TISING
OBJECT
IVES
Improve brand authority especially among teens within three (3)
months as Clover Chips can offer comfort and lift up your spirit with
the “barkada” platform
The two contests ("Clover dance challenge" and "Para sa kaibigan kong ____") will deliver
the idea that Clover Chips became a well-known brand because of its original selling idea which
is "Friends make life more beautiful."
 Selling idea
“Friends make life more
beautiful”
 MESSAGE
Clover Chips is a brand that values the concept of friendship, and it is
the “barkada” we can have for years. Clover Chips wants to convey that it

KEY
is more fun to share the brand with your friends. By utilizing the different
social media platforms and conducting various events or contests, Clover
Chips will present these ideas to the target market. The contests such as the
"Clover Chips “HIP” Dance Challenge" and "Para sa kaibigan kong ___"
will encourage the target market to spend time and have a bonding
moment with their friends.
WHO: To attract and persuade both female and male teenagers (13-19 years old),

objectives
students or working students who are adventurous and somehow dependent on their
friends. They are looking for affordable yet worthwhile brands or products. 

Media
WHERE: They live in urban and rural areas in the Philippines. 

WHEN AND HOW: The campaigns will be presented and available from March to
May, thrice a day on weekends (for TVC),
 STRATEGIES
Clover Chip's advertisements will have a pulsing campaign. It means that ads
will be consistent throughout the year but will be more prominent during particular
months starting from March to May, thrice a day on weekends. The said

Media
advertisements will use Television, the Internet, and Social media, considering
these are some of the most effective platforms that can be used to create a potent
media mix. These platforms have the exceptional potential to reach a wider
audience, including people from various geographical locations, different age
groups, and genders, etc.
 DELIVER
ABLES
• Para sa kaibigan kong– 
The participants will post a picture with their friends (the clover
chip product must be included) and will compose a caption starting
with the line "Para sa kaibigan kong...". The participants can post their
entries on Facebook or Instagram with the campaign's official hashtag.
#KasamaClover #CloverChip2022

Ex. "Para sa kaibigan kong heartbroken"

<insert message for that friend or their memorable story with them>.

Prizes: 5 winners from Instagram and 5 winners from Facebook

Budget Allocated: 35,000 pesos.

 DELIVER
•
ABLES
Clover Chips “HIP” Dance Challenge
The participants will create an original choreography using the
official song of the brand. The challenge must be done with their
friends. The videos will be posted on Tiktok, and the most liked and
shared entries will win the contest. #ClovercHipChallenge 
#CloverChip2022

Prizes: 5 winners

Budget Allocated: 55,000 pesos.

 DELIVER
ABLES
DP Frame promotion
Every contestant of #ClovecHipChallenge on Tiktok & Para sa Kaibigan kong ____  on
Instagram & Facebook should use the given dp frame online to boost their entries as well as the
promotion of the campaign.
 DELIVER
ABLES
QR Code Discounts 
Different QR codes will be printed on the
packaging of the products in which the QR code may
contain 10% discounts on every 3 Leslie's products,
Buy 1 take 1 Leslie's product, and try again. Once the
QR code has been claimed/used, it will be invalid.

Budget Allocated: 1,000,000 pesos.

 DELIVER
ABLES TVC
A story of barkadas since day 1.

They shared their first cries, first stumbles, and first

laughs. They are together through ups and downs- with
Clover chips as their favorite snack. Moreover, Clover
chips witnessed all their struggles and success and a
part already to their lives even in their teenage years. 
 GRO
UP
Escueta, Cyna
Odinada, Hilary
Orenda, Maica
Stephamae
Silleza, Claire
Vasquez, Hannah
Nicole