1. kathleen mcgonagle
southern new
england
papi’s backyard
bbq

2. overview
the pre-game report
+ timing
> june (continuing through july and
august)
+ local athlete activation of david ortiz
> consumers and bottlers can win
invitations to the 2nd
annual papi’s
backyard bbq
+ retail
> text to win program and rack
program at tedeschi’s
+ bottler
> kick-offs and incentives for cat II
and district managers
+ consumer sampling
> gtv wrapped with papi creative
> sampling red sox nation
> influencer packs
+ media
> radio, ooh, tv, print, bus wraps,
grassroots
papi’s backyard
bbq facts
serving size: june 1- july 31st
days of gtv execution: 54
bottled in: boston market unit
marketing
gtv stops: 110
consumers sampled: 23,930
media impressions
*101 impressions/ mile- American Trucking Association
sales results
online: 162,496
print: 911,900
radio: 7,194,672
tv: 6,055,767
total: 16,824,294
roadside impressions*: 848,400
june sales increase vs previous month:
79%tedeschi’s GP$ weekly increase: 25%
incremental racks placed:
189

3. retail sell-in
batter up
+ teamed up with heather dimella
on call to steve monacco, the
tedeschi’s buyer
+ insured backing of incremental
rack and pos placements, as
well as gtv visits throughout the
month of june
+ created rack and pos tracker for
coca cola, southern new
england team, and tedeschi’s in
order track and hold everyone
accountable

4. retail execution
swing for the fences
+ consumer offer
> 20oz vitaminwater 2/$2.22 from 6/2 –
7/6 all flavors
> tedeschi exclusive “text to win” in store
sweepstakes sending consumers to big
papi’s backyard bbq
> 2 consumer winners will be chosen from
Tedeschi’s
+ merchandising support – (all authorized by
tedeschi corporate office)
> 5 tier and/or 20oz wire rack
> custom rack header card
> big papi standee
> custom “lollipop” for all standees
> custom static cling
> tedeschi produced poster and static
cling
– promotion call out and “see inside
for details” on all tedeschi produced
pos

5. retail execution
swing for the fences
+ 156 tedeschi retail locations
> 98% execution in corporate
stores
> 130 incremental
vitaminwater racks placed
> 156 big papi standees
placed with “text to win”
lollipop

8. bottler involvement
the batting coach
+ big papi backyard bbq kick-off meetings held
in braintree, needham, westboro, and
providence
> home run derby game played at each
meeting for prizes
+ incentive rolled out to cat II
> the two account managers who place the
most racks in the MU wins an invitation
(for 2) to BPBYBBQ
> all racks MUST contain Big Papi BBQ
POS
> pictures must be submitted
> the district manager who’s team places
the most racks in the MU wins an
invitation (for 2) to BPBYBBQ
+ tedeschi rack program was used as part of
this incentive to insure bottler execution

9. vitaminwater home run derby added personality
with a purpose!

10. consumer sampling
the perfect pitch
+ gtv
> wrapped in ‘papi power’ creative
> 22 days of gtv
> 86 gtv stops
> custom power-c jerseys
> 13,186 samples
+ events
> red sox sponsors event
> 4 pre-game sampling events outside
of fenway park
+ seeding
> influencer packages
> distributed to over 50 local
influencers
– djs, baseball coaches, etc

12. sales impact
the homerun
+ tedeschi sales vs last month in the boston mu by sales center
> needham – 961 cases…up 36% from may (702 cases)
> braintree – 925 cases…up 116% from may (429 cases)
> providence – 315 cases…up 173% from may (115 cases)
> westboro – 116 cases…up 118% from may (53 cases)
+ greatest hits in the month of june
> store #015 – 55 cases
> store #060 – 52 cases
> store #300 – 51 cases
+ 20oz. vitaminwater at tedeschi
> may – 1,350 cases
> june – 2,414 cases
> 79% increase in sales!!!

13. + stats from the buyer detailing the difference in expected increase in GP
> outperformed expectations by more than $1,700/week!!!
> needless to say, Steve was happy!
sales impact ... cont’d

14. sales impact… cont’d

15. media
the grand slam
+ ooh
> billboards
– mass pike high impact
placement near fenway
park
> bus shelters
– placed throughout boston
> bus wraps
– 2 buses in the rhode
island system
– 1 in metro providence, 1 in
the beach area
> subway station takeover
– closest stop to fenway
park
+ print
> boston magazine
– readership 471,000 people
> improper bostonian
– readership 440,900 people
+ online
> banner ads
> dedicated email to red sox fans
+ radio
> weei
– 8 :30 in game spots
– 8 :10 in game live reads
– 18 :30 spots 6am-7pm
– 4 :10 appearance mentions
> 7,194,672 on air impressions
+ grassroots
> myspace
– local page promoting the
program and driving
traffic to site
> facebook
– links, groups, and social
ads
– targeted men and
women 18+ living in
massachusetts and
rhode island who are
interested in the red sox
and/or vitaminwater
+ tv
> new england sports network
> 8 :15 in game mentions and
1/3 screen takeover
> 756,970 average viewers per
game
> voiced by local hero, jerry
remy

16. click to watch NESN papi mention

17. metrics
all star stats
+ whosyourpapi.com
> 62,496 total visits
> 20,832 total entries
+ grassroots
> over 100,000 impressions
> 399 visitors referred to site
+ radio
> 7,194,672 impressions
> 1,368 entrants who said they heard of it on the radio
+ local online
> 819,459 impressions
> 207 visitors referred to site
+ tv
> 6,055,767 impressions
> 10,078 entrants who said they heard of it on tv
+ print
> 911,900 impressions
+ bus wraps
> 1,680,000 impressions
16,824,294
total media impressions!!

18. the party
+ lincoln, ma
+ 340 guests
> sweepstakes and
incentive winners,
buyers, and local media
partners
+ papi’s favorite restaurant
catered and dominican
music set the scene
+ food, music, dancing, and
lawn games entertained the
guests

20. the man of the hour
+ papi answered the
crowd’s questions, took
pictures with every guest,
and took over the grill

22. press
+ 2 blog articles
+ boston globe and boston.com
coverage
+ 2 tv clips

23. channel 7 coverage
click here to watch