KFC healthy kids menu
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As part of the Level 6 Marketing Communications module, I developed a marketing campaign with another student where we selected a number of media tools to launch a healthy breakfast menu for kids. The slides include examples of TV advert, outdoor advertising (tube, bus and billboard), Google display ads, Instagram, Facebook and Youtube, magazines and newspapers, sales promotion and press release. The whole campaign was based on the objectives that we set in the first part of the assignment, where we were KFC and drafted a brief to the agency. We had to consider the target audience (demographics, psychographics and geographics), budget and how we would evaluate the success of the campaign. My twitter is @atvidigal and Jozef's is @jozzzko
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KFC healthy kids menu
- 2. Presentation overview Value Proposition and Positioning Campaign Objectives and Target Audience Key Message and Strategy Tools and Media Budget and Media Planning Effectiveness Conclusion
- 4. Campaign Objectives TO RAISE AWARENESS OF THE NEW KIDS MENU BY RUNNING A FOUR MONTH MARKETING CAMPAIGN TO PERSUADE THE TARGET AUDIENCE THAT THE BREAKFAST KIDS MENU IS A CONVENIENT AND HEALTHY OPTION BY RUNNING A FOUR MONTH MARKETING CAMPAIGN TO POSITION THE BREAKFAST KIDS MENU AS FUN AND EXCITING BY RUNNING A FOUR MONTH MARKETING CAMPAIGN TO INCREASE REVENUE BY FIVE PERCENT WITHIN FOUR MONTHS OF THE CAMPAIGN’S LAUNCH
- 6. BUSY UK CITIES: LONDON, BIRMINGHAM, MANCHESTER, BELFAST, CARDIFF AND EDINBURGH D E M O G R A P H I C S PRICE CONSCIOUS AND HEALTH-MINDED PARENTS MALE / FEMALE AGE 30-44 SOCIAL CLASS BC1C2 Target Audience P S Y C H O G R A P H I C S G E O G R A P H I C S
- 8. ‘To offer a healthy breakfast kids menu that will make children feel full of energy and happy while their busy parents will feel good for having provided their children with a delicious and nutritious breakfast.’
- 10. Where KFC wants to be?
- 12. The big idea is to evoke parents’emotions to show how much they care for their children. C A M P A I G N ’ S M E S S A G E C A R E F O R Y O U R L I T T L E C H I C K S
- 13. Campaign Strategy M I X O F T O O L S A N D M E D I A T O T A R G E T T H E A U D I E N C E P U B L I C R E L AT I O N S P R E S S R E L E AS E O N L I N E AD V E R T I S I N G T V, G O O G L E AD S , FAC E B O O K , I N S TAG R AM , Y O U T U B E O F F L I N E AD V E R T I S I N G T U B E , B U S , B I L L B O AR D , N E W S PAP E R , M AG AZ I N E S AL E S P R O M O TI O N C O L O N E L’ S C L U B AP P
- 14. The Packaging
- 17. TV Advert
- 19. Tube Advert
- 21. Bus Advert
- 23. Billboard
- 25. Newspaper
- 27. Magazine
- 29. Website
- 33. Social Media
- 40. Media Planning
- 41. Mediavehicle Total Reach Frequency Dwell time Readership Target media Pressrelease N/A N/A N/A N/A BC1C2 TV 17.7m 3 30sec N/A BC1C2 Magazine 750k 1 3.2min 750k BC1C2 Newspaper 1.4m 3.5m < 2min 1.4m BC1C2 Tube 3.3m N/A 3mins 3.5m BC1C2 Bus 3.8m 45 LOW N/A BC1C2 Billboard N/A N/A LOW N/A C1C2 Google ads N/A 3 LOW N/A BC1C2 Facebook 22m 3 3 sec 33m BC1C2 Instagram N/A 3 5 sec 14m BC1C2 Youtube N/A N/A 5 sec 36m BC1C2
- 42. Budget
- 43. Media vehicle Time Amount of use Total Cost £492,639 Press release N/A N/A Free TV 1 each week 3 £180,000 Magazine 1 week 6 £15,246 Newspapers 3 weeks 6 (3times each) £27,981 Tube 2 weeks 4 £5,040 Bus 3 months 45 £123,450 Billboard 12 weeks 13 £32,922 Google ads 1 month N/A £27,000 Facebook 1 month N/A £32,000 Instagram 1 month N/A £17,000 Youtube 1 month N/A £32,000
- 44. Effectiveness
- 45. T V M A G A Z I N E N E W S PA P E R S T U B E B U S B I L L B O A R D G O O G L E D I S P L A Y FA C E B O O K Y O U T U B E I N S TA G R A M S H A R E O F V O I C E R E C A L L I M P R E S S I O N S R E C A L L I M P R E S S I O N S I M P R E S S I O N S D W E L L I M P R E S S I O N S D W E L L P O S TA R S Y S T E M I M P R E S S I O N S PA G E V I E W S I M P R E S S I O N S I M P R E S S I O N S I M P R E S S I O N S D W E L L Q U E S T I O N N A I R E / R E C A L L Q U E S T I O N N A I R E / R E C A L L C O S T P E R C L I C K C O S T P E R C L I C K C O S T P E R C L I C K D O W N L O A D S C L I C K T R H R O U G H R AT E C L I C K T R H R O U G H R AT E D W E L L C L I C K T R H R O U G H R AT E
- 46. Thank you!
- 47. References Daily Mail (2016). Mail advertising. Daily Mail. Available from http://www.mailadvertising.co.uk/uploads/files/Daily-Mail- Master-ratecard-2015.pdf [Accessed 27 November 2016]. ExterionMedia (2016a). London underground advertising. ExterionMedia. Available from http://www.exterionmedia.com/uk/what-we-do/our-media/london-underground-advertising [Accessed on 23 November 2016]. ExterionMedia (2016b). Bus advertising. ExterionMedia. Available from http://www.exterionmedia.com/uk/search/?q=bus%20advertising [Accessed 23 November 2016]. Fill, C. (2013). Marketing Communications: brands, experiences and participation, 6th ed. Harlow: Pearson Education Limited. ExterionMedia (2016c). Prices and Rate Card. ExterionMedia. Available from http://www.exterionmedia.com/uk/new-to- outdoor/prices-and-rate-card/ [Accessed 23 November 2016]. Hello (2016). Hello- rates and production. Hello. Available from http://hellomagazinemediapack.com/rates-and- production/display-advertising-ratecard/ [Accessed 27 November 2016]. Mapsdata (2013). The Busiest Stations on the London Underground. Mapsdata. Available from http://www.mapsdata.co.uk/portfolio-items/the-busiest-stations-on-the-london-underground [Accessed on 23 November 2016].
- 48. References Metro (2015). General classified. Metro. Available from http://www.metroclassified.co.uk/ratecards/noticeboardpackagerate [Accessed 27 November 2016]. NRS (2016). Topline Results. NRS. Available from http://www.nrs.co.uk/latest-results/titles-at-a-glance/topline-results/ [Accessed on 22 November 2016]. signkick (2016). Easy outdoor advertising. signkick. Available from http://www.signkick.co.uk [Accessed 23 November 2016]. Suyak, E. (2016). Tips on Choosing your Next Magazine Advertising Position. Linkedin. Available from https://www.linkedin.com/pulse/tips-choosing-your-next-edd-suyak [Accessed 28 November 2016]. Time Out (2016). Print advertising. Time Out. Available from http://clientcentre.timeout.com/print/ [Accessed 27 November 2016].
Editor's Notes
- We understand that for this particular marketing campaign you want to target parents who live in busy cities in the UK and are price conscious and health-minded. The most appropriate age group is 30-44 years old are they perceive KFC and family oriented are we are going to see in the positioning map (Mintel, 2016) are more likely to have small children in their household. Considering the population size and the number of KFC stores you should target London, Birmingham, Manchester, Belfast, Cardiff and Edinburgh.
- Parents certainly feel frustrated for being too busy and not being able to provide their children with breakfast, whereas children feel unhappy for not getting a good breakfast. Therefore the value proposition will be ‘to offer a healthy breakfast kids menu that will make children feel full of energy and happy while their busy parents will feel good for having provided their children with a delicious and nutritious breakfast’.
- At the moment competitors are better perceived as family oriented than KFC. Moreover your brand is is traditional and not healthy. According to your brief and want to change that situation.
- By choosing our agency to launch the kids menu campaign you target audience will perceive KFC as a healthy and exciting option for kids to have their breakfast. Moreover you will be perceived as more family oriented than your competitors.
- The big idea is to evoke parents’ emotions to show how much they care for their children, who are not getting a decent breakfast due to their parents’ busy life. The campaign’s message will be ‘Care for your little chicks’, which can be understood in two ways: 1st: It means that KFC cares for its audiences’ children 2nd: Parents are being advised to care for their children The word ‘chicks’ has been chosen to resonate with the brand. As a mother hem cares for their chicks so should parents care for their ‘chicks’.
- In order to achieve a successful campaign we have selected a number of different media to reach the highest number of people within your target audience.
- Before showing you information about each type of media we would like to show you the packaging and the image that we have designed to feature across all messages. The packaging contains games to amuse the children and the colours resonate with the brand. The message ‘Care for your little chicks’ will be featuring in the packaging as well as the menu’s name, which is ‘Morning feast’, to enhance the fun element. We have included an overlay image informing the people who see the advert, that the you are using British and local free range chicken and eggs to prepare your mini chicken croissant. This will improve the healthy image and help change the perception that KFC is an American fast food chain.
- A press release can be sent to the main newspapers as readers see editor’s reviews and articles as credible sources of information. Moreover it is free. We have done a research and the newspapers with the highest readership across your audience are: London: Metroand Evening Standard UK: Daily Mail and the Sunday Times (NRS, 2016)
- TV advert is going to be very important in this marketing campaign as it will enable us to reach a very high number of people nationwide, which is very important when a product is being launched. It is a very effective medium because we can use many cues as sounds, movement and appropriate tone of voice. (Fill, 2013). We have selected ITV as it is the “only commercial channel that regularly pulls in big audiences – it broadcasts an amazing 98% of commercial programmes that attract more than 5m viewers. The top 180 commercial programmes of Q1 2016 alone were on ITV” (ITV, 2016). Entertainment programmes like the X Factor are very popular across the UK, reach a high number of people and appeal to all demographics across your target audience. X Factor is broadcast on Saturday evenings, where most of your audience can be reached.
- "Affluent – London workers earn 53% more than national average per year and 74% of Underground users are ABC1. Nonetheless users belonging to social class C2 can also be targeted, which will enable to to advertise to the target audience as whole. Around 50% of Underground users are aged over 30 Influential – 37% of Underground users are likely to be opinion leaders and conversation catalysts, which is an opportunity to generate word-of-mouth Light TV viewers – 55% of Underground users are light TV viewers, which is a great way to raise awareness of the product to those who did not watch the TV commercial. At the same same will work as a reminder to those other 45% who may have seen the TV commercial, and increase the frequency as a consequence Dwell time – People spend around 3 minutes on the platform engaging with cross track adverts” Source (ExterionMedia, 2016a). We have carefully selected three tube stations, with the highest footfall in central London: 1st King’s Cross St Pancras= 562,914 users a week 2nd Oxford Circus= 534,744 users a week 3rd Piccadilly Circus= 323,574 users a week Source: (mapsdata, 2013)
- Buses are a very efficient platform to advertise your product to people who are on the move. Each year there are 2.3 billion bus trips on London buses alone, meaning large scale opportunities to reach your audience (ExterionMedia, 2016b). Affluent: 55% of bus passengers belong to social classes ABC1 (61% in London), therefore it is a great opportunity to target members of your audience who have more disposable income (ExterionMedia, 2016b) Nonetheless we have selected 35 bus lines to ensure all areas relevant to your target audience will be covered. 20 buses covering suburbs and high streets in London and five buses in each of the other cities (Birmingham, Manchester, Cardiff, Edinburgh and Belfast), also covering suburbs and high streets. It makes a total of 45 buses. It is important to emphasise that 73% of passenger prefer buses with advertising, and 80% of consumers have purchase a product as a result of bus advertising, therefore it is an excellent investment (ExterionMedia, 2016b). Recall: 86% of bus passengers and 91% of bus passengers in London can spontaneously recall bus advertising (ExterionMedia, 2016b).
- Outdoor media Billboards can also be used to support the marketing campaign as they enable to reach a large audience, which means that t most members of the audience will have an opportunity to see the message (Fill, 2013). In fact billboards offer tremendous support at product launch, which KFC needs, as the healthy breakfast kids menu is very niche, since none of its competitors offers a similar product. Moreover we will have flexibility to choose where to place them. In order to enable more members of the social classes C1 and C2 to see the advert, we have carefully selected the locations to place the billboards. There will be three in London Seven Sisters Road N4 2HZ- Finsbury Park, which is just a few steps away from a KFC store and 8 KFC stores nearby 58 Ripple Road, Barking near the tube station and has around 12 KFC stores close-by Atlantic Road- Brixton SW9 8JA, near the tube station and has around 10 KFC stores close-by Sources (KFC, 2016; Signkick, 2016) And two in each other city (Birmingham, Manchester, Cardiff, Edinburgh and Belfast), also close to KFC stores Evaluation: check POSTAR system (page 609)
- Time out audiences: http://clientcentre.timeout.com/audiences/ Daily Mail- rate card Saturday ad 15cm x 2 col £7740 http://www.mailadvertising.co.uk/uploads/files/Daily-Mail-Master-ratecard-2015.pdf Newspapers can also be used to support your campaign as it can reach a large audience (source). We will place the advert on the right page in the right edge as it is more effective (Suyak, 2014). We have identified the three newspapers most suitable to your audience and budget: DailyMail, which is distributed nationally and has the highest readership across social classes BC1, however its is also popular amongst C2 (NRS, 2016). We recommend to advertise on a Saturday as it is the day where readership reaches a higher audience. And finally Metro (distributed in London), which is a free newspaper given at tube stations and has a higher readership than The Evening Standard. It also has a good readership across your target audience BC1C2 (NRS, 2016).
- Timeout Facts:
- Time Out has a circulation of 308,995 copies per week. (NRS, 2016) We have also selected magazines as they are usually kept for a while and readers can refer back to them as many times as they want (source*). Quarter page adverts will be suitable to your budget, and placing them on the right page in the right edge and in the front 25% will will be more effective to catch readers’ attention (Suyak, 2014). Time Out is given out for free in all cities where your audience is being targeted (London, Birmingham, Manchester, Belfast, Cardiff and Edinburgh) and is especially popular amongst BC1. In order to reach cohorts from social class C2 we have selected Hello, which is a celebrity magazine distributed in the whole UK.
- Adding the advert on your website is free of cost and will draw the visitors’ attention to click on the ad and look for more information.
- We have have selected Google Display advertising as it will give great control to target the audience by region and interests and even appropriate times of the day.
- We have have selected Google Display advertising as it will give great control to target the audience by region and interests. We can also
- No time to prepare breakfast and give your kids the energy that they need? Morning feast is now out. It’s only £3.90 #healthybreakfast #kidsbreakfast #convenience
- In terms of sales promotion we suggest an upgrade on your Colone’s Club app, where parents will be able to ear points every time they purchase the kids menu, which can be redeemed at selected leisure centres. They will be able to use the points to take their children to take a sports class of their choice at the leisure centre. This will help improve the image of a healthy brand.
- Continuity falling
- Since it is a launch, most of the advertising will be used at the beginning of the campaign, and advertising will be gradually reduced over time, which means a falling continuity strategy is appropriate to schedule the media (Fill, 2013) Tube reach of based on the number of people who in and out the stations (King’s Cross, Oxford Circus, Piccadilly Circus, and Bond Street on a weekly basis) x two weeks Source: (mapsdata, 2913) 25 buses in London and 5 in each other city=45 http://www.mailclassified.co.uk/advertising-tools/circulation-readership daily mail reach http://www.mailadvertising.co.uk/stats/news?item=4762 daily mail frequency Newspaper dwell time http://www.pressgazette.co.uk/newly-merged-times-and-sunday-times-websites-drop-rolling-news-favour-edition-based-approach/ Timeout dwell time http://digiday.com/publishers/inside-time-outs-secret-formula-driving-native-ad-revenues/ http://www.mirror.co.uk/tv/tv-news/x-factor-ratings-disaster-another-6355111 xfactor reach Tube dwell time http://www.transportmedia.co.uk/tube-advertising-london-underground/london-tube-advertising-underground-media Tube readerships http://www.exterionmedia.com/uk/what-we-do/our-media/london-underground-advertising/ Bus readership http://www.exterionmedia.com/uk/~/media/Images/UK/Content_Images/Our%20Insight%20Tools/all%20eyes%20on%20london%20brochure.pdf Social media https://blog.bufferapp.com/definitive-guide-social-media-metrics-stats Fb https://www.statista.com/statistics/271349/facebook-users-in-the-united-kingdom-uk/ http://uk.businessinsider.com/instagram-14-million-monthly-active-users-uk-2015-7?r=US&IR=T insta https://www.statista.com/statistics/280685/number-of-monthly-unique-youtube-users/ youtube
- APP 2 iphones w 2 screenshots Salepromo Colonel Leisure centre
- Costs breakdown and sources: TV- television campaign (2016). Advertising on ITV. Television campaign. Available from http://televisioncampaign.co.uk/TVChannels/ITV.aspx[Accessed 27 November 2016. Magazines Hello (2016). Hello- rates and production. Hello. Available from http://hellomagazinemediapack.com/rates-and-production/display-advertising-ratecard/ [Accessed 27 November 2016]. Time Out (2016). Print advertising. Time Out. Available from http://clientcentre.timeout.com/print/ [Accessed 27 November 2016]. Newspapers Daily Mail (2016). Mail advertising. Daily Mail. Available from http://www.mailadvertising.co.uk/uploads/files/Daily-Mail-Master-ratecard-2015.pdf [Accessed 27 November 2016]. Metro (2015). General classified. Metro. Available from http://www.metroclassified.co.uk/ratecards/noticeboardpackagerate [Accessed 27 November 2016]. Tube £1,260 each tube station for two weeks (King’s Cross, Oxford Circus, Picadilly and Bond Street) ExterionMedia (2016c). Prices and Rate Card. ExterionMedia. Available from http://www.exterionmedia.com/uk/new-to-outdoor/prices-and-rate-card/ [Accessed 23 November 2016]. Bus Supersider 20 buses in London for three months £81,600 25 buses outside London (each bus £279 for 2 weeks= £1,674 for three months x 25= £41,850 ExterionMedia (2016c) Billboard Signkicki (2016). Easy outdoor advertising. Signkick. Available from: http://www.signkick.co.uk/search/-0.18741614495908224/51.50044829293568/13?pe=0&sd=&ed=&ps[]=Static%2048-sheet [Accessed [27 November 2016]. Google calculator Miniwebtool (2016). Google Adsense Caluculator. Miniwebtool. Available from http://www.miniwebtool.com/google-adsense-calculator/?n1=5000000&n2=20&n3=0.5&n4= [Accessed 27November 2016].
- The table shows the type of evaluation for each tool Share of voice will also be utilised to evaluate the whole campaign
- Thank you very much again for your time. We would like to remind you that Alive Agency was founded over 30 years ago and some of our clients include big retailers like Tesco, Marks & Spencer and John Lewis, so we know your target audience very well. We have some of the best graphic designers on the market and with our expertise we are going to help you position your brand as healthy, exciting and fun for kids and to become a successful leader in that segment. We are looking forward to working with you. Please let us know if you have any questions!
- ExterionMedia (2016a). London underground advertising. ExterionMedia. Available from http://www.exterionmedia.com/uk/what-we-do/our-media/london-underground-advertising [Accessed on 23 November 2016]. ExterionMedia (2016b). Bus advertising. ExterionMedia. Available from http://www.exterionmedia.com/uk/search/?q=bus%20advertising [Accessed 23 November 2016]. Mapsdata (2013). The Busiest Stations on the London Underground. Mapsdata. Available from http://www.mapsdata.co.uk/portfolio-items/the-busiest-stations-on-the-london-underground [Accessed on 23 November 2016]. NRS (2016). Topline Results. NRS. Available from http://www.nrs.co.uk/latest-results/titles-at-a-glance/topline-results/ [Accessed on 22 November 2016]. signkick (2016). Easy outdoor advertising. signkick. Available from http://www.signkick.co.uk [Accessed 23 November 2016]. Suyak, E. (2016). Tips on Choosing your Next Magazine Advertising Position. Linkedin. Available from https://www.linkedin.com/pulse/tips-choosing-your-next-edd-suyak [Accessed 28 November 2016].
- ExterionMedia (2016a). London underground advertising. ExterionMedia. Available from http://www.exterionmedia.com/uk/what-we-do/our-media/london-underground-advertising [Accessed on 23 November 2016]. ExterionMedia (2016b). Bus advertising. ExterionMedia. Available from http://www.exterionmedia.com/uk/search/?q=bus%20advertising [Accessed 23 November 2016]. Mapsdata (2013). The Busiest Stations on the London Underground. Mapsdata. Available from http://www.mapsdata.co.uk/portfolio-items/the-busiest-stations-on-the-london-underground [Accessed on 23 November 2016]. NRS (2016). Topline Results. NRS. Available from http://www.nrs.co.uk/latest-results/titles-at-a-glance/topline-results/ [Accessed on 22 November 2016]. signkick (2016). Easy outdoor advertising. signkick. Available from http://www.signkick.co.uk [Accessed 23 November 2016]. Suyak, E. (2016). Tips on Choosing your Next Magazine Advertising Position. Linkedin. Available from https://www.linkedin.com/pulse/tips-choosing-your-next-edd-suyak [Accessed 28 November 2016].