1. creative
purplegroup
pitch

2. hello!
Colin Christina Christine Steph Amy
Parajonn Hoener Becerra Linder Casey
Creative Account Account Media Account
Direction Management Planning Planning Management

3. We started by
cooking together...
And it turns out we’ve all had
different experiences with fish.

4. if every family has
unique habits...
What are the trends that
families have in common?

5. interviews
89% of families eat a home-cooked meal
together at least once a week.
79% of families eat a home-cooked meal
together at least three times a week.
Most answered that mom makes
the dinner decisions and does
the shopping for the family.

6. criteria for choosing what
to cook for dinner
1. Convenience - 45%
2. Health - 16%
3. Prep Time - 13%
criteria for choosing what
protein to cook for dinner
Ease of Cooking

7. Why are people choosing
chicken and beef more than
80% of the time?
1. Lack of knowledge
2. Not filling enough
3. Too expensive

8. Fish
trends
73% of people tried fish before age 10.
80% of people tried fish for the first time at home.
57% of people said they liked fish the first time they tried it.

9. Tries Fish
The
reality
Doesn’t Eat Fish
}
Rediscovers Fish
Eats Fish
}

10. Which raised the
question...
What about kids and fish?

11. 5th grader
survey
74% of fifth graders have “positive” or “neutral” attitudes
toward fish.
83% of fifth graders like to help cook.
57% of fifth graders like to help shop for groceries.

12. So why are 15% of
fifth graders eating fish
only once a week?
Intergenerational
Miscommunication

13. how do we
move the needle?
Explore the gap
between children
and their parents.

14. Meet julie
& matt

15. insight
There are two opportunities that parents are failing
to take advantage of:
1. Kids like fish more than
their parents realize.
2. Kids want to help cook
more than their parents are
letting them.

16. How can alaska seafood
be a part of the solution
to this problem?
1. Bring attention to the fact that
children like fish.
2. Encourage children to engage
their parents in the cooking process.

17. objective
To establish Alaska Seafood as a healthy
choice for families to experience together.

18. strategy
To encourage mothers of 6-17 year olds
to buy Alaska Seafood
instead of other proteins (namely chicken)
because it is a quick and convenient meal.

19. And we weren't the first ones with the idea that
kids & seafood go hand-in-hand...

20. which brought us to
our next question...
How can Alaska Seafood
create a fun and interactive
experience between parents
and children in the kitchen?

21. our
answer
Create a campaign that opposes
the idea that cooking is Mom’s job.

22. our
answer
We assert that every other step
of every recipe (or any list, for that
matter) belongs to a child.

23. our
answer
Because every meal cooked solo
is a missed opportunity for
parent-child bonding.

24. introducing...

25. introducing...
by

26. tactics
Alaska Seafood’s “Every Other Step” Campaign will change the way
families prepare meals through:
1. Advertising Campaign
2. Television Show
3. Mobile App
Purple Group has purchased the domain www.everyotherstep.com from GoDaddy.

27. Advertising
Television Spot:
00: - (Actor) I only get my 12: - (Actor): But when 22: - (Narrator): Alaska
son every other weekend, we’re cooking together, it’s Seafood’s “Every Other
so I have to make the most like he forgets I’m his Step”campaign reminds us
of it. We don’t get to talk parent. We laugh and joke that a meal cooked solo is a
much when I take him to the like best friends. Sure, we missed opportunity to spend
movies, and he’d rather go make plenty of mistakes, time with our children. Every
to the batting cages with but it’s worth it because we other step of a recipe
the guys on his team. I’ve bond more in the kitchen belongs to a child. Visit
done all the things expected than anywhere else I’ve www.everyotherstep.com for
of a single dad trying to tried to spend time more ideas that bring
spend every available with him. parents and children
second with his son... together in the kitchen.

28. Advertising
Direct Mail:
Magazine:

29. Advertising
Webpage Takeover:

30. television
show
Parent-child teams compete in seafood
cooking challenges sponsored by
Alaska Seafood.
Purple Group has purchased the domain www.familyfishfrenzy.com from GoDaddy.

31. television
show
on
- Six-week mini-series set in Juneau, Alaska (4 days of production)
- Airs on Nickelodeon between Nick daytime programming and
the new NickMom segment

32. television
show
Four parent-child teams per episode compete in three
Alaska-related elimination rounds for the grand prize:
1. First Round: Culinary Minigame
2. Second Round: Culinary Minigame
3. Final Round: “Every Other Step” Culinary Challenge
- Parent and child alternate steps of Alaska Seafood recipe

33. television
show
Example Challenges:

34. television
show
Grand Prize: $10,000 scholarship & Alaskan dream vacation
for the entire family furnished by Alaska Seafood
Second Prize: $5,000 scholarship & Alaskan dream vacation
for the entire family furnished by Alaska Seafood

35. reasons to
believe
Cooking Show Total viewers
Hells Kitchen 11.85 million
Masterchef 5.64 million
Americas Next Great Restaurant 4.33 million
Top Chef 3.02 million

36. reasons to
believe
12,000,000 children aged 2-17 watch Food Network
every month.
Why?
- Visual, creative and colorful
- Hosts speak directly to the audience
- Simple plot lines in single location
- Celebrity chefs as role models

37. reasons to
believe
“Kids really want to be grown up. They want
to do adult things.”
- Daniel R. Anderson, psychology professor,
University of Massachusetts
“Cooking is cool and it’s hip. Not knowing how to
cook is pooh-poohed.”
- Katherine Alford, VP of Food Network test kitchen

38. Build-Up
Three-Month Recruitment
Campaign
Radio:
Magazine:

39. launch
Full-Scale Campaign
to Launch Show
Magazine/Bus Stop:
Point of Purchase:

40. Billboard:
launch

41. launch
Taxi Topper:

42. launch
Bus Wrap:

43. launch
Digital Banner Ad:

44. launch
Social:

45. But how can we extend
the fun & interactivity
of the show to kitchens
across the country?

46. mobile
app
The Family Fish
Frenzy mobile
tablet app allows
fans of the show
to experience
the frenzy in
their own homes.

47. mobile
app
And... The Family Fish Frenzy app is the first mobile cookbook
with voice recognition technology to avoid having to touch the
tablet with messy hands.
Capabilities include:
- Reads steps allowed
- Defines terms
- Plays how-to videos of cooking techniques

48. mobile
app
Alaska Seafood recipes are kid-friendly and color-coded to
encourage parents and kids to alternate responsibililty for each task.

49. mobile
app
Learn section includes
how-to videos, cooking
tips and conversation
starters to stimulate
parent-child bonding.

50. mobile
app
Play section has games
that resemble the
challenges played on
the television show.
Higher scores earn you
better badges (maybe
even a boy/girl scout
cooking merit badge).

51. launch
Soft launch to influencers occurs before launch of
show to allow for reviews and revisions.
Influencers may include Alaska state legislators, Mom-
my bloggers and celebrity chefs.
Major roll-out coincides with start of show.

52. launch
Magazine:

53. launch
Mobile:

54. expected
results
Increased awareness
of Alaska Seafood
and its logo.
will cause will cause
More Alaskan More consumers to
fisheries to opt to seek out and buy
include Alaska Seafood Alaska Seafood
logo on packaging. in stores.
will cause

55. expected
results
1. More parents will cook seafood with and/or
for their families.
2. Children will begin eating more seafood at
a younger age.
3. Alaska Seafood will become a cherished
household name.
4. Families across America will be smarter,
healthier and happier.

56. Thanks!
Questions?