Launch Screamin Sicilian

Assault your taste

buds!

MARKETING SUPPORT

AUGUST 2013

TryMe!

2

Marketing Support

• A two-phased approach is planned to launch Screamin’ Sicilian, an out-of-the box, new frozen pizza brand:– Phase 1 focuses on raising awareness– Phase 2 helps further establish brand personality

and supports product trial

TryMe!

Phase 1

• Launch digital media including FB, Twitter and microsite at: www.screaminsicilian.com

• Press release/product samples to media and influencers

• In-store support: clings, cardstock signs and 2x2’ freezer-top signs

TryMe!

4

Phase 1

• Healthy banner ad schedule. Ads link back to microsite

TryMe!

5

Phase 2

• During phase 2, phase 1 efforts continue• In addition, the following begins:– In-store brand experience/sampling– Launch of App– Additional online banners that support the app

TryMe!

6

In-store Experience

• A glimpse of the phase 2, in-store experience:– Sandwich-board sign at

store entrance– Screamin Sicilian’ brand

ambassadors hired to conduct sampling+

TryMe!

7

In-store Experience

• Specific Screamin’ Sicilian booth• Branded items to support in-store

experience including T-shirts & napkins

TryMe!

8

In-store Experience

• Activities include:– Product sampling– Couponing – Cart drops

• FREE pizzas given away at store sampling (three)

– Branded bags game to create in-store “noise”

TryMe!

9

Launch of App

• App is timer/game & is scream activated

TryMe!

Following a successful launch, Screamin’ Sicilian has grown in both product offerings

and sales, exceeding expectations.