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Cocoa priorities 2012 One CHOCOLATE thematic all year long 2 peak periods : Easter & Sinterklaas work via a « push & pull » strategy Objective: +150% growth in CHOCOLATE via: Full A-brand switches More retail PL commitment in chocolate Broader chocolate OOH offer
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Cocoa priorities 2012 One CHOCOLATE thematic all year long 2 peak periods : Easter & Sinterklaas work via a « push & pull » strategy Objective: +150%

Mar 31, 2015

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Page 1: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Cocoa priorities 2012 One CHOCOLATE thematic all year long

2 peak periods : Easter & Sinterklaas

work via a « push & pull » strategy

Objective: +150% growth in CHOCOLATE via: Full A-brand switches

More retail PL commitment in chocolate

Broader chocolate OOH offer

Page 2: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Creatief Concept

Meet MAX

Page 3: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

PisteFIGURES

Chocolate ‘figurines’ are pure fun, they are

representative for Belgian chocolate (typical

Belgian).

Figurines are story telling, they bring chocolate

‘alive’ = chocolate EXPERIENCE.

We create our own figurine, he is the tangible

result of what Fairtrade can realise. (the proof of

the pudding is in the eating ;)

Page 4: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

MaxFigurine

Positive tone of voice, ‘joie de

vivre’

Story telling, he will tell the

story of Fairtrade cocoa in an

edutainment way (education &

entertainment)

Recognisable and realistic:

school uniform, big African

smile, slippers, backpack,..

Max will create ‘rumour around the brand’

Page 5: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Headlinebij

campagnebeeld

Fairtrade chocolade. Valt ook in Afrika in de

smaak.

Le chocolat équitable. L'Afrique aussi le trouve à

son goût.

Page 6: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Baseline

Fier op onze chocolade? Zeker als het Fairtrade is!

Soyons fiers de notre chocolat, choisissons-le équitable!

Page 7: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Action plan

2012

Page 8: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Cocoa Campaign

2012APRILFairtrade easter egg chasesConsumer campaign launch

APRILFairtrade easter egg chasesConsumer campaign launch

OCTOBERWeek of FairtradeBuzz campaign, retail & OOH activities

OCTOBERWeek of FairtradeBuzz campaign, retail & OOH activities

NOVEMBER - DECEMBERSinterklaas goes for Fairtrade!NOVEMBER - DECEMBERSinterklaas goes for Fairtrade!

Page 9: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Generalcommunication

Poster/leafletRecto

Page 10: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Poster/leafletverso

Page 11: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

JULYTravel to Ghana with

Ketnetvisit Kuapa Kokoo and

meetMax in real life!

Page 12: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Half OCTOBERAfter the

Week of the Fairtrade

Page 13: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

OCTOBERRetail activities

Page 14: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

OCTOBEROOH activities

Preparation of the “Sinterklaas roadshow”

Page 15: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

NOVEMBER/DECEMBEREntrance of Saint Nicolas

Roadshow + Media attention

Page 16: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Conclusion

Max can make a hell of a difference !

Page 17: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Agenda

Page 18: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Coffee break

Page 19: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

SLOTWOORD

MOT DE LA FIN

Lily Deforce - Director

Page 20: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%

Networking drink

Page 21: Cocoa priorities 2012  One CHOCOLATE thematic all year long  2 peak periods : Easter & Sinterklaas  work via a « push & pull » strategy Objective: +150%