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 Strategy
#1
Gain new “Proactive Preventers” by advertising
Gray’s “stay in control” positioning, moving
consumers from consideration to trial and drive
Gray’s market share.
Goals:
. Increase penetration from 10% to 12%, specifically
up from 15% to 20% with the core target. Monitor
usage frequency among the most loyal to ensure it
stays steady.
. Use “guilt free treat” message across advertising,
packaging, in-store events, which has tested as the
most motivating and own-able message for Gray’s.
. Recommend a balanced consumer marketing mix of
advertising to drive positioning and sampling to drive
trial. More details are outlined in the next strategy.
Watch out:
. At this point, we believe the product taste and
consumer habits around healthy eating can help
drive frequency of use.
 Strategy
#2
Fix Gray’s distribution gaps at Drug and Mass investing
in a sales force blitz to continue Gray’s momentum
and drive Gray’s Market share.
Goal:
.Increase awareness from 30% to 42% , specifically up from
45% to 50% within the core target.
Tactical Program:
1. Mass TV Advertising and specially Health Magazines helps
to drive awareness in the most efficient manner, focused on
appointment and specially TV.
2. Increase amount of digital, using Facebook, Pinterest and
Instagram to catch young moms. Build social media network
of core loyal users.
3. In store and even sampling to re-enforce trial. Use in-store
sampling to secure end aisle displays.
4. Sales Team to secure added distribution at Specialty stores.
5. R&D should focus on driving annual innovation to create an
optimized portfolio mix.
Watch outs:
. Trying to do too many activities overloads the team, watch
the working/non-working marketing spend.
 Strategy
#3
Continue to dominate healthy cookie segment by owning “great
tasting” and “ lowest calorie” claims pointing out Nabisco’s weakness
with 60% higher calories to help maintain Gray’s strong and loyal fan
base.
Goal:
.Hold dollar share during competitive launches and continue
to grow 11% post launch gaining up to 1.2% share. Target zero
losses at shelf.
Tactical Program:
1. Pre launch (Q4) sales team to shore up all distribution
gaps. Leverage category data to close deals. At launch
defensive plan (Q1) includes heavy merchandising, locking
up key ad dates and BOGO.
2. Marketing support (Q1) includes 15s TV ads and high
frequency magazine 1/3 page ads to muddy airwaves and
in-store sampling.
3. Use sales story that any new “healthy” cookies should
displace under-performing and declining unhealthy cookies.
Watch outs:
. Stay aware of exact timing to ensure focused defense plan
lines up. Cannot lose out shelf space. Hold $2 Million
contingency defense plan for Q2/Q3 timing, depending on
performance of the competitive launches.
 Execution Plan
Brand Communication Plan
Strategy :
. Use awareness to drive trial of the new Gray’s Cookies as “The Healthy Choice to
Snacking” brand positioning. Increase penetration from 10% to 12% , specifically up
from 15% to 20% with the core target.
Target Market:
. “Proactive preventers”. Suburban working women, 35-40, who do whatever it takes
to stay healthy.
Main Benefit:
. Guilt free cookie that tastes so good that you can stay in control of your health.
Support Points:
. In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g
of net carbs.
. In a 12-week study, consumers using Gray’s once a night as a desert were able to
lose 5-10 pounds.
Big Idea:
. Grays are the best tasting yet guilt free pleasure.
What do we want consumers to think, do or feel? Desired Response:
.Try Grays to see if they like the great taste.
Media Options:
. Main creative will be TV 15-second spot, with specially health magazines, event
signage and in-store sampling. What to carry the idea into digital, social media
and a microsite.
 Execution Plan
Advertising & Communication Plan
Guilt free pleasure with Gray’s Cookies
To
(Target). Healthy proactive preventers who want to Do you feel guilty when you stick your hand in
do more for their health, working moms, who are the cookie jar? Wouldn’t it be great if you could
35-40 years old. just sneak a cookie without worry that you have
Gray is the (Category) Tasty healthy cookie option. gone off your diet?
That is the (Benefit). Guilt free cookie that you can Grays cookies are the best tasting yet guilt free
stay in control of your health. cookie that tastes so good that you can stay in
That’s because (Support Points)
control of your health.
. In blind taste tests, Gray’s matched the leaders on
taste, but only 100 calories and 3g of net carbs.
.That’s because Gray’s is low in fat and calories
. In a 12-week study, consumers using Gray’s once a yet still tastes great. In blind taste tastes, Gray’s
night as a desert were able to lose 5-10 pounds. cookies matched the market leaders on taste,
but only 100 calories, with 2g of fat and 3g of
sugar. In a 12-week study, consumers using
Gray’s once a night as a result lost 10 pounds.
Try Gray’s Cookies and find
your way to stay healthy.
Leverage Gray’s positioning around “guilt free pleasure”, which scored very high in positioning
concept testing. The key is to build a creative that can showcase the 12 week study that shows
you can lose 5 pounds.
 Execution Plan
Advertising & Communication Plan
Gray’s Creative Brief

Brief Part A
1.Why Are We Advertising
Drive trial of the new Gray’s cookies as “The
Healthy Choice to Snacking” brand positioning.
2. What’s the Consumer Problem We Are
Addressing
3. Who are you taking to?
4. Consumer Insights
5. What does own consumer think now?
6. What do you want your consumer to
think/feel/do? (Desired Response)
Brief Part B
7. What should we tell them? (Stimulus:
Benefit) Why Are We Advertising
Drive trial of the new Gray’s cookies as “The
Healthy Choice to Snacking” brand positioning.
8. Why should they believe us.
9. Brand Positioning Statements
10. Tone and Manner
11. Media Options
12. Mandatories
 Execution Plan
Advertising & Communication Plan
Gray’s Creative Brief

Brief Part A
1.Why Are We Advertising
Drive trial of the new Gray’s cookies as “The
Healthy Choice to Snacking” brand positioning.
2. What’s the Consumer Problem We Are
Addressing
3. Who are you taking to?
4. Consumer Insights
5. What does own consumer think now?
6. What do you want your consumer to
think/feel/do? (Desired Response)
Brief Part B
7. What should we tell them? (Stimulus:
Benefit) Why Are We Advertising
Drive trial of the new Gray’s cookies as “The
Healthy Choice to Snacking” brand positioning.
8. Why should they believe us.
9. Brand Positioning Statements
10. Tone and Manner
11. Media Options
12. Mandatories