campaign strategy: “See the world deliciously”
The overarching creative idea is that grillers complete the picture. When people are grilling, people gather around the griller to get food. Hispanics already know that grilling is fun (they love to grill for friends and family, but not on a frequent basis). Therefore, we need to convince them to use the grill more. Out of this came: “see the world deliciously” where we’re looking at the world through a griller’s eyes. The message reinforces the idea that when you’re a griller, you see the world a little differently. This encourages our target consumer to think about grilling in new ways as they’re going through their daily routines.
TV ad 1: This takes a humorous approach of how grillers might “see the world deliciously”—instead of identifying people with their names, the griller would identify them with their dishes. More importantly, this ad only features six people, which is not a huge group by any means. This introduces the idea that Hispanics, even if they’re just entertaining two couples, can socialize over the grill.
TV ad 2: This takes a more heartfelt approach as to how grillers might “see the world deliciously”—instead of colors, grillers see spices. Research indicated that the number one reason people grilled was because they wanted to cook for their families. This ad introduces the idea that you don’t have to even be celebrating a special occasion or entertaining; grilling can be done anytime with anyone.
Print 1: The page usage is to demonstrate that grillers see and treat food differently. The body copy invites the target consumer to think about what it means to be a griller and how he sees the world as he stands by his grill. The imagery is to contrast the griller’s love for spices and flavor against who isn’t a griller. The ad is to connect with grillers as well as to interest others as to how grillers see the world.
Print 2: Again, the page usage is to demonstrate that grillers see and treat food differently. The body copy subtly points to the healthy advantages of grilling; you don’t have to sacrifice taste for calories because grillers are all about delicious food.
Chicken wrapper: While steak and burgers are the primary meat when it comes to grilling, chicken is most popular with Hispanics. The message here is that when you’re looking at a piece of chicken, the best way to cook it is to grill it.
Blinds: The number one reason people cited for not owning a grill was that their residences (condo/apartments) wouldn’t allow for such an appliance. By partnering with architects, real estate agencies, and home owners who are looking to sell, we can really push the idea that every home looks better with a grill. Since Hispanics are becoming the backbone of the population, they will play an important role as homeowners. By reaching them early, we can increase chances of them buying grills (and trading up for the future).
All the media connects back to the idea that grillers see things “deliciously,” and we are inviting our target consumer to share in this view.
Outdoor GrillsThe Market for Grills:
In 2006, the market for outdoor barbecue reached $2.9 billion. General trends that have led to this include higher interest and spending on outdoor living spaces, innovations by grill manufacturers (new features have trickled down the line of grills, making it more affordable for new owners to enter the market and for old ones to trade up), the growth of higher-income families and a host of other factors that have made grills more accessible and convenient to use. The main ownership group is within the 35-64 age range; especially promising is the Baby Boomers (aged 45-64) who are more affluent than previous generations and are willing to invest in more luxurious lifestyle choices. However, companies are slowly recognizing that women are also a viable segment to target due to the empowering influence of cook books, food channels and grilling classes.
State of the Economy and How It Will Affect the Market:
Aside from the fact that the market is highly competitive, the economy is in a slump. Families are cutting back on spending, especially on what they consider to be “luxurious” products. The current emphasis is on finding value and bargains. High-quality grills cannot compete on price; instead, grills must positioned as a valuable familial and social lubricant that let men be the host/life of the party. In the past, people aged 45-54 were the prime buying years for grills. But as the population decreases, there will be a smaller group entering into this demographic, so the campaign will push towards younger men to spend more now and continue trading up in the future. As such, our key consumer will be married Hispanic* men aged 35-44 who earn $75,000+.
*Hispanics represent a growing section of the population. The challenge here is that those who can afford outdoor grills don’t use it as an everyday appliance. This decreases the chances of them trading up (to a gas grill); less usage also means fewer chances for replacement products.
Grill Ownership and Attitudes:
Of the people who own a grill, a majority of them use it year-round (housing innovations has made it easier for people to grill even in bad/cold weather). This is especially true for white males; in comparison, non-white groups use the grill for more special occasions. When grilling, men are also more likely to experiment with flavors and spices, indicating that they are more receptive to new food experiences, techniques and products. Helping this trend along are shows that teach people how to grill, restaurants that expose their clientele to exotic grilled foods, innovative accessories that makes it possible to grill different items easier and supermarkets that are packaging food in a grill-friendly style. This means that it will be easier to connect with the Hispanic consumer and convey that outdoor grilling can be an everyday occurrence.
Grillers are also becoming more health conscious. According to a Mintel research, the percentage of people who grilled vegetables increased from 25% to 44% from 2005-07. Grillers are also using more lean meats (chicken and turkey) as well as experimenting with alternative products such as vegetable burgers and fish. Again, this provides another advantage with which to present to the target market: grilling can also be good for those who are watching what they are eating.
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