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July 2, 2013 Totino’s Pizza Rolls
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Page 1: Totino's Pizza Rolls - Campaign

July 2, 2013Totino’s Pizza

Rolls

Page 2: Totino's Pizza Rolls - Campaign

Agenda

Agency DetailsSituation AssessmentTarget MarketCreative BriefMedia Planning TV, Print, and Online AdvertisingPublic Relations and SponsorshipOut of Home Trade Shows

Page 3: Totino's Pizza Rolls - Campaign

Agency Details

Page 4: Totino's Pizza Rolls - Campaign

McEvoy and Associates

Full service integrated advertising and digital agency

High profile CPG clients with a variety of needs

Mindset that embraces emerging mediaHistory of success despite unprecedented

recessionary headwinds

Page 5: Totino's Pizza Rolls - Campaign

Mission Statement

The mission of McEvoy and Associates is to provide results-oriented advertising, public relations, and

marketing designed to meet our client's objectives by providing strong marketing concepts and excelling at

customer service.

We seek to become a marketing partner with our clients.

We desire to measure success for our clients through awareness, increased sales, or other criteria mutually

agreed upon between the agency and the clients.

We are committed to maintaining a rewarding environment in which we can accomplish our mission

Page 6: Totino's Pizza Rolls - Campaign

Portfolio Snapshot

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Compensation

Fee-based for first year Incentive based system starting the second year

Year 1: Totino’s will be billed for compensation based on the precise number of employee hours worked on their behalf

In line with competition Over 68% of agencies use fee system

Year 2+: Fee plus incentive bonus contingent on: Market share Brand-recall metrics Agency-performance evaluation

Page 8: Totino's Pizza Rolls - Campaign

Situation Assessment- Totino’s

Page 9: Totino's Pizza Rolls - Campaign

History of Totino’s

Founded by Rose and Jim Totino

Acquired Jeno’s Pizza Rolls brand

Owned by General Mills- Sell 240 million pizzas

annually

1951 1975 1986 1993 Today

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Product Line

Party Pizza Pizza Rolls Jeno’s Pizza

Personal Pizza Bite-sized Pizza Snacks

Premium Personal Pizza

12 varieties 12 varieties 4 varieties

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Differentiation

Cost

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Competitor Differentiation

Cost - $2.39 for 9 count, $1.06 per serving

Cook time – 2-3 minutes (microwave)

Cost - $2.29 for 15 count, $.92 per serving

Cook time – 60 seconds (microwave)

Totino’s Pizza Rolls are cheaper, and more convenient.

Page 13: Totino's Pizza Rolls - Campaign

Market Snapshot

27%

21%44%

8%

Brand Share as of Feb. 14 2013

General Mills (Totino's)

Heinz (TGIF, Bagel Bites)

Mixed Brands

Private Label

Page 14: Totino's Pizza Rolls - Campaign

After strong growth post-recession, the frozen pizza category has recently been struggling

2006 2007 2008 2009 2010 2011$0

$500$1,000$1,500$2,000$2,500$3,000$3,500$4,000$4,500$5,000

$3,861$4,242 $4,399

$4,706 $4,662 $4,582

Frozen Pizza Sales

$ S

ale

s (m

illi

on

)

Category is projected to

decline by -0.6% a year from 2012-

2016

Growth during recession

Page 15: Totino's Pizza Rolls - Campaign

Frozen snacks, though a much smaller segment than pizza, has been growing, as consumers look for

convenience offerings

2007200820092010201120122013 (fore

)

2014 (fore

)

2015 (fore

)

2016 (fore

)

2017 (fore

)

$0

$500

$1,000

$1,500

$2,000

$2,500

$1,540$1,744

$1,861$1,959 $2,023 $2,094

Frozen Appetizers/Snack Rolls Sales

$ S

ale

s (m

illi

on

)

Page 16: Totino's Pizza Rolls - Campaign

Pizza Rolls are in a Mature Stage of the Product lifecycle – Growth is 1.6% and there is increasing

market competition

Page 17: Totino's Pizza Rolls - Campaign

Product and Pricing

$2.29 $9.19 $13.79

$4.79

Flavor and size varietyConvenient and easy to prepareAffordable, competitive pricingUnique product and taste

Page 18: Totino's Pizza Rolls - Campaign

SWOT

Strengths• Convenient

• Recognizable brand

• Affordable• Expansive

flavor selection

Weaknesses• Minimal

nutritional value

• Niche appeal• Bad reputation

Opportunities

• Growing segment

• Re-sealable• On the go

snacking• Restaurants

Threats• Economic

recovery • Health

awareness• Private label

brands

Page 19: Totino's Pizza Rolls - Campaign

Target Market

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Totino’s target market is large, busy families

Families with Children

4-5 Members of Household

Parents aged 25-44

Average Income and Education

Employed Full Time

Skew towards Hispanic Families

Page 21: Totino's Pizza Rolls - Campaign

Totino’s consumers are more likely to live in rural areas of the Southeast and Texas

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Market Segmentation

Totino’s currently appeals to 2 distinct consumer segments with different needs: kids and moms

“I want something that keeps my kids happy, and fits into our busy

day.”

“Totino’s tastes great, and I love that I can make them

myself.”

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The Totino’s Consumer is busy, and is looking for products that help her manage her day

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Creative Brief

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Objective Target

Re-energize the Totino’s brand among moms

Increase market share among frozen snack sales

Make mom’s lives easier

Moms With families (2-3 kids) Ages 25-44 Working full time On-the-go Looking for

convenience and solutions to a busy life

Creative Brief: Moms

Page 26: Totino's Pizza Rolls - Campaign

Tone Creative Strategy

FunUpbeatColorfulIn line with Totino’s

brandRelatablePortray Totino’s as a

time-saving ‘hero’ for busy Moms

Target is already aware of the brand Ad should serve a reminder

to them of the good things about Totino’s

Creatives should include: Mom Kids Packaging Product Catchy tagline

Creative Brief: Moms

Page 27: Totino's Pizza Rolls - Campaign

Key Messages Media

Easy to make Only 60 seconds Kids can heat them up by

themselvesLoved by moms and kidsAlways have a box on

hand Last minute snack ideas Feed a hungry crowd of kids Be the “hero” by giving kids

what they want and keeping them happy and satiated

Magazines Targeted towards families and

parents TV

Programs that families would watch together

Digital/Social Promotions

Coupons Contests Engagement

Do not focus on Radio or Newspaper

Creative Brief: Moms

Page 28: Totino's Pizza Rolls - Campaign

Timing Weaknesses to Avoid

Since we have a limited budget, we need to focus most advertising on select times of year: March/April Period to capture

school vacation time August/September during back

to school shopping season Digital should be spread

out over the entire year, with heavy up periods in March/April and August/September

Avoid mentions of: Calories/Nutrition

Information Direct comparisons to

competitors

Creative Brief: Moms

Page 29: Totino's Pizza Rolls - Campaign

We developed multiple ad concepts to target Mom’s based on the Creative Brief

Show happy, quiet kids, eating Totino’sVO: ‘Luckily I keep Totino’s Pizza rolls on hand.

With 12 varieties, everyone has a favorite.’

Open on scenes of kids whining and refusing to eat their dinner

VO: ‘We’ve all been there, those nights when your kids decide they don’t

like anything you’ve made’

‘Picky Eaters Love Totino’s’

Show frazzled momVO: ‘Sometimes getting them to eat is a battle.’

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Who is Tina Totino?

Totino’s Pizza Rolls mascot

Will be using in conjunction with the Totino’s brand

Looks like an average mom – but in superhero form

Representative of Totino’s saving the day and making kids happy

Cartoon image of an adult to appeal to both moms and kids

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Media Planning and Advertising

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Media Budget

We recommend a 2014 Media Budget of $28.5 Million, which will allow us to achieve our goal of re-vitalizing the Totino’s brand

TV Print Digital Sponsorship/Events

Out of Home

$15 MM $7.5 MM $5 MM $744,000 $208,000

Page 33: Totino's Pizza Rolls - Campaign

2014 Media Plan Flighting Schedule

Jan Feb Mar

Apr May June July Aug

Sept

Oct Nov

Dec

TV

Print

Digital/Social

Blogger Event

Coupons

Out Of Home (Billboards)

Feeding America Promotion

Trade Shows

NRA FMI

Page 34: Totino's Pizza Rolls - Campaign

1Open on a living room scene of a Mother and 4 children, (the Mom’s 2 kids plus 2 friends from school) the children are running around and playing loudly, blowing off steam.

2The kids take a break from playing and realize that they are hungry, they’re ready for their after-school snack.VO kid: ‘Mom, we’re hungry!’

3Cut to a shot of Mom, she stressed as she realizes that she doesn’t have any food in the houseVO Mom: ‘I didn’t have time to go to the grocery store after work.’

4In swoops Tina Totino! She opens the freezer and reminds Mom of the Pizza Rolls that she keeps on hand.VO Tina: ‘Don’t worry mom, Totino’s to the rescue!’

5We see the kids sitting quietly, happily enjoying their pizza rolls with big smiles on their facesVO announcer: ‘Totino’s saves the day again’

6Show shot of Mom smiling happily, giving Tina a high fiveVO announcer: ‘Be sure to always keep pizza rolls on hand, for when you need a Supermom moment’

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TV Advertising – Network Selection

 % of Target Watching

Index of Target Budget

Reach Networks

Nickelodeon 21.83% 160 $2.5 Million

The Disney Channel 28.07% 153 $2.5 Million

Cartoon Network 19.48% 150 $2 Million

MTV (Music Television) 21.43% 125 $1.5 Million

ABC Family 29.05% 123 $1.5 Million

 Frequency Networks    

TeenNick 3.70% 185 $1.25 Million

Disney XD 9.15% 176 $1 Million

Galavision 5.76% 165 $1 Million

PBS KIDS Sprout 4.52% 151 $750k

Nick at Nite 11.12% 151 $1 Million

$15 Million

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Final Ad

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Print Advertising – Magazine Selection

 % of Target

ReadingIndex of Target

Page Rate (4-Color)

#of Pages

Total Budget

National Geographic Kids 4.99% 192 $103,340 4 $413,360

FamilyFun 4.50% 181 $197,740 4 $790,960

American Baby 5.15% 180 $209,930 4 $839,720

Parents 11.80% 176 $188,740 4 $754,960

People en Espanol 4.70% 160 $79,100 4 $316,400

OK! 4.18% 137  $66,830 12 $801,960

In Touch Weekly 4.59% 131 $76,480 12 $917,760

Soap Opera Digest 2.28% 121 $9,700 12 $116,400

Every Day with Rachael Ray

3.76% 124 $155,000 4 $620,000

People 21.60% 109 $324,400 6 $1,946,400

$7.5 Million

Page 38: Totino's Pizza Rolls - Campaign
Page 39: Totino's Pizza Rolls - Campaign

Online Advertising – Website Selection

 % of Target

VisitingIndex of Target

Total Budget

Spanish Language: Univision.com 2.40% 170 $150,000

Entertainment: Disney.com 4.48% 170 $200,000

Spanish Language: Yahoo! en Español 1.10% 157 $100,000 Socialize/Network/Photos/Vids: Photobucket

3.31% 126 $100,000

Socialize/Network/Photos/Vids: Facebook

42.06% 116 $1 Million

Email: Yahoo! Mail 34.29% 115 $750,000

Shopping: eBay.com 19.28% 114 $500,000 Information/Reference: Yellowpages.com

12.67% 114 $400,000

Socialize/Network/Photos/Vids: YouTube

35.21% 113 $850,000

Email: Windows Live Hotmail 12.80% 111 $200,000

Entertainment: iTunes.com 13.54% 109 $200,000

Weather: Weather.com 25.56% 105 $300,000

Travel/Maps: MapQuest.com 21.42% 105 $250,000

$5 Million

Page 40: Totino's Pizza Rolls - Campaign

Public Relations and Sponsorship

Page 41: Totino's Pizza Rolls - Campaign

2014 Sponsorship of Feeding America

Page 42: Totino's Pizza Rolls - Campaign

For every purchase of Totino’s Pizza

Rolls, we will donate 1 meal to Feeding America

By sponsoring Feeding America, Totino’s can help give back to the community in a relevant, thoughtful

way.

Budget:$1 provides 8 meals

Recommend a $500,000 budget which will provide 4 million meals

Page 43: Totino's Pizza Rolls - Campaign

Promote Feeding America Partnership to the Media to generate positive publicity

Example Press Release:

“Totino’s is proud to announce a new sponsorship with Feeding America. Totino’s will donate 1 meal for each box of Pizza Rolls purchased, providing 8 million meals to needy families. ‘This is an incredible opportunity to give back and support our local community’ says Brand Manager Dan Johnson. Totino’s Pizza Rolls come in 12 flavors, and can be found in your grocer’s freezer section.”

Page 44: Totino's Pizza Rolls - Campaign

Target Top ‘Mom Bloggers’ who may be willing to write about Totino’s

Host an event in Dallas, TX for 100 ‘Mom

bloggers’ to generate positive PR and blog posts about Totino’s

Send bloggers product samples and educate them on how Totino’s

can help save them time

Page 45: Totino's Pizza Rolls - Campaign

‘Mom Blogger’ Event in Dallas, TX

Totino’s Blogger Event – Sample Itinerary

Day 1

5pm – 7pm Guests Arrive, check into hotel

8pm – 11pm

Meet and Greet

Day 2

9am Breakfast

10am-12pm

Panel Discussion about kids and Nutrition

12pm-2pm Cooking Demonstration and Lunch

2pm-3pm Break

3pm-5pm Keynote Speaker

6pm-9pm Dinner

Costs to Host Event (based on 100 guests)

Transportation ($300 per person)

$30,000

Hotel ($250 per room)

$25,000

Speaker Fees $45,000

Giveaways and Prizes

$15,000

Agency Fee $35,000

Venue Rental $50,000

Total $200,000

Page 46: Totino's Pizza Rolls - Campaign

Out of Home Advertising

Page 47: Totino's Pizza Rolls - Campaign

Billboards

Totino’s Pizza Rolls: Ready in 60

Seconds.

What’s Your Superpower?

Facebook.com/Totinos

Page 48: Totino's Pizza Rolls - Campaign

Billboards

Super Only Takes a Minute

Facebook.com/Totinos

Page 49: Totino's Pizza Rolls - Campaign

Billboards Budget

40 billboards in Baton Rouge Metro Area

Population: 400,000

100 daily GRPs: 40 billboards

Average cost for 100 daily GRPs:

$578

Monthly cost: $23,100

4-month cost: $92,400

50 billboards in Houston,TX commuted highways

Population: 1,000,000

100 daily GRPs: 50 billboards

Average cost for 100 daily GRPs:

$578

Monthly cost: $28,900

4-month cost: $115,600

Page 50: Totino's Pizza Rolls - Campaign

Promotional Activity

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Promotion Recommendation

Continue with aggressive promotional spendBudget: $20 MM

$7 MM Smart source coupon insert (vary size depending on budget and timing) National distribution every 8 weeks (6x/year)

February, April, June, August, September, November $10 MM Retail value

Free boxes Discounts on multiples In-store discounts

$3 MM In-store display promotions Select cities in South with highest concentration of

customers

Page 52: Totino's Pizza Rolls - Campaign

Facebook Postcard Promotion

“Get a coupon for a free box of Totino’s Pizza Rolls” Steps to obtain coupon:

“Like” Facebook page Provide mailing address and general information:

How often do you buy Totino’s Favorite flavor Number of kids under 18 in the household

Customer will receive coupon 6-8 weeks later Limited qty available: 25K

Specs: 3.5 x 3.5 100# Gloss Color 4/4 with bleed

Printing:$1,500

Postage:$6,500

Retail Value: $74,750

$82,750

Page 53: Totino's Pizza Rolls - Campaign

Front Back

Facebook Postcard Promotion

Void if altered, copied, sold, purchased, transferred, exchanged or where prohibited or restricted by law. One coupon per purchase of specified product(s). Good only in USA, APOs & FPOs CONSUMER. No other coupon may be used with this coupon. Consumer pays any sales tax. RETAILER: General Mills reimburses you the face

value of this coupon plus .03 if submitted in compliance with our redemption policy. Copy available upon request. Cash value 1/100 cent. Send to GENERAL MILLS, PO

BOX 880688, EL PASO TX 88038 or an authorized clearing house.

MANUFACTURER’S COUPON | EXPIRES 4/15/2013

Get one

FREE box of

Totino’s Pizza Rolls

Up to $2.99

Need a Tina

Moment?

<<Mr. Sample A. Sample>><<Address Line 1>><<Address Line 2>><<City, State, Zip>>

Page 54: Totino's Pizza Rolls - Campaign

Show Us Your Rolls Contest

Come up with the newest variety of Totino’s Pizza Rolls

Submit entries through Facebook If you “Share” your submission, you’ll automatically receive

$1 off #ShowUsYourRolls3 Flavors will be selected and tested for 1 month

Consumers to cast vote on Facebook Flavor with the most votes will win

Prize: $5,000 & one-year supply of Totino’s

40 ct. box every week

Page 55: Totino's Pizza Rolls - Campaign

Additional Promotions via Social Media

Encourage moms to post pictures of their

Tina Totino’s moments

#IAmTinaTotinos

Encourage kids to post pictures of

themselves playing with their pizza rolls#HowDoYouTotino

Page 56: Totino's Pizza Rolls - Campaign

In Store

Supermm to the rescue!

Super only takes a minute!

Page 57: Totino's Pizza Rolls - Campaign

Trade Shows

The Food Retail ShowcaseJune 10 - 13, 2014Chicago, Illinois

NRA Show 3014May 17 - 20, 2014Chicago, Illinois

Page 58: Totino's Pizza Rolls - Campaign

Trade Show Budget

Food Marking Institutte – Food Retail Showcase June 10-12

Transportation $2,000

Exhibit space –Lvl 1, $27.00/sq. ft for 150 sq. ft

$12,150

Additional costs $5,000

Total $19,150

National Restaurant Association – NRA Show

Transportation $2,000

Exhibit space –Lvl 1, $30.50.00/sq. ft for 150 sq. ft + $300.00 per corner

$17,325

Additional costs $5,000

Total $24,325

Total: $43,475

Page 59: Totino's Pizza Rolls - Campaign

New Flavors

• Totino’s came out with 3 new flavors in 2013

• Meatball Marinara

• Cheesy Garlic• Chicken

Parmesan • Looking for more out of the box flavors that will appeal to kids• Stick with the fun aspect of Totino’s

Page 60: Totino's Pizza Rolls - Campaign

Totino’s Pizza RollsA delightfully cheesy pizza-pocket that the whole family will loveFlavors: Cheese, Pepperoni, Sausage

Sponsored Menu Item at a National Chain Restaurant

Page 61: Totino's Pizza Rolls - Campaign

Total 2014 Budget – Totino’s Pizza Rolls

Paid Media Promotion

TV $15 Million Coupons $7 Million

Print $7.5 Million Price Promotions $10 Million

Digital $5 Million In-Store Display $3 Million

Feeding America Sponsorship

$500,000 $20 Million

Trade Shows $43,475

Blogger Event $200,000

Billboards $208,000

$28.5 Million

Page 62: Totino's Pizza Rolls - Campaign

Thank You!