It Taste Like Home Final portflio

#ItTasteLikeHome Social
Media Campaign
2016
JAY D’S BITE& BOOZE LIVECASE
BY: BRANDI WOODS
BWOOD19@LSU.EDU

Jay D’s and Bite and Booze Live Case
1
The Executive Summary
In order to generate sales for Jay Ducote’s sauce line in the upcoming barbecue season, I
recommend starting a social media campaign called, “It Taste like Home”. This campaign will
utilize three specific social media mediums which includes Facebook, YouTube, & Instagram.
These platforms will engage target customers, create brand awareness, promote customer
feedback, gain customer loyalty, and ultimately increase sales for Jay D’s sauce line during the
upcoming barbecue season. “It taste like Home” campaign will be able to capture the targeted
audience’s attention with a sense of homemade Louisiana cuisine. It will focus the consumer’s
attention on the traditional aspects of southern barbecue which is centered on Louisiana’s Cajun
spices and homegrown ingredients. This campaign is aimed to give every consumer of Jay D’s
favorable sauce a taste of love, comfortability, warmth, and overall feel of home. Facebook will
be the contest headquarters for consumers to participate and become more involved by posting
videos about the story behind their favorite Louisiana comfort food utilizing the campaign theme
“It taste like home” and the consumers who gets the most shares or likes will receive a free case
of their choice of sauce. Jay D will be able to capture his target audiences’ attention by posting
recipe tips and tricks daily in a home like setting via YouTube. This will allow the targeted
audience to stay engaged by reviving them with fresh recipe ideas and giving a sense of southern
hospitality within a home-like setting. Lastly, Instagram will be used to display high quality
pictures of food porn to spark cravings, incorporating Jay D’s sauce in the background of every
picture. In conclusion, Jay D’s Bites and Booze will track the “It Taste like Home” social media
campaign weekly on all social media platforms to measure likes, comments, views, and shares.
Then we will compare the results to the sales statistics to evaluate the overall boost in revenue
for the BBQ season.

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1. Understanding the Customers
1.1. Basic Information
While researching various sources I was able to successfully predict a target market
for Jay D’s sauces. Jay D’s Bite and Booze target market is comprised of men and women
who are at least middle class and between the ages of 25 and 54. Specifically focusing on
Louisianan’s and the fellow locals who reside out of the state. The typical consumer of Jay
D’s sauces has the following characteristics: they like to buy gourmet or local products,
enjoy shopping at farmers markets, they don’t mind paying a premium price for fresh and
quality ingredients. These target consumers are usually the head cook or grill master of the
household. This particular target market is critical because this includes the working adults
with families as well and singles who have enough disposable income to splurge on quality
and local ingredients such as Jay D’s sauces. The main supporting source that led me to this
predicted target market in my analysis was Food Network. Food Network is a well-known
organization with a large established audience profile. Their audience profile (as shown in
figure 1.1.1.) is one that has been exposed to celebrity chef, Jay Ducote, and aligns with the
characteristics of a
typical Bite and
Booze customer.
Based on the
statistics shown in
figure I was able to
specify the
demographics of
Figure 1.1.1

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the audience profile and thoroughly understand the shopping strategies of the target
customers.
1.2. Shopping Strategy
Shopping strategies vary from customer to customer based on demographics. Studies
show that 76% percent of female primary shoppers claim to have all or most of the grocery
shopping responsibility and 57% percent of males claim to have most or all grocery shopping
responsibility1. Men and women have very different shopping strategies when it comes to
grocery shopping and deciding on what foods to purchase. In a study conducted to track the
behaviors of primary shoppers results show that 69% of females and 52% of males make a list
before they go shopping, 50 % of females and 35% of males think about what they want for
certain meals, and 41% of females and 28% percent of males ask other household member’s
what they want1. How consumers plan their meals and shopping list vary from age group.
Research shows that 50% of baby bombers plan their grocery list throughout the week
monitoring when items are running low. Also, 46% of Generation X (ages 36-49) plan
throughout the week and 37% of the Millennials (ages 18-35) plan right before getting to the
store because they tend to plan backwards from what they want to eat and not what they want to
keep in stock at home. Today health and wellness has become tacit part of consumer buying
behavior especially with Millennials. Consumers value “fresh” hypoallergenic products and less
processed food as a primary marker of quality and wellness. Shoppers indicated that when
looking for products they want minimally processed, local products, and products that contain
ingredients that they recognize. Word-of mouth, advertising, and social media are the
constituents that influence customers become mindful of local products. In all, this explains why
mainstream grocery store retailers are facing strong competitive pressures from more specialized

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stores. According to research, consumers are shifting more towards purchasing from local
retailers such as farmer markets1. Statistics show that the top three factors that influences
consumers' decisions to purchase local products or foods are: 86% of consumers prefer
“freshness or in season”, 75% want to support the local economy, and 61% say taste is an
important factor. Also, the vast majority (79%) of grocery store consumers claims to be aware
and purchase locally grown or produced products at least occasionally because of the level of
inherent trust in the quality they associate with local products1. According to A.T. Kearney,
ninety-six percent of U.S shoppers have redefined local food as grown and produced within a
hundred mile radius3. These consumers are looking for a local brand that they trust, which is “It
Taste like Home” campaign will give the consumers the memory of “home” in which the
characteristics of “local” and “trust” branch from.
1.3. Online Grocery Shopping Strategy
There is no doubt that technology is changing the way consumers are shopping for
groceries. According to Nielsen, half (49.7%) of consumers in the U.S. own a smart phone with
numbers steadily rising2. Predictions by Forrester Research are that by 2016, 383 million U.S.
consumers will have mobile access to the Internet either by smart phone or a tablet device2.
Overall, 52% of consumers use technology in their grocery shopping 2. This is huge for Jay D’s
Bite and Booze online store because a little over half of consumers are buying products and
ingredients offline. Nearly a third (32%) are using online coupons while a nearly equal amount
(31%) is using mobile technology when grocery shopping for tasks such as making shopping
lists, finding recipes, or researching products2. This is critical information for the “It taste like
home” social media campaign because this will be the key to meeting your target consumers
where they already are, online and driving these consumers to shop at Biteandbooze.com.

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1.2. Barbecue SeasonParticipants & Demographics
Barbecue or Barbeque is a well-known term world-wide, referring to the technique of
cooking that involves cooking meat for long periods of time at low-temperatures and barbecue
sauce is a common accompaniment. However, in the south barbecue is more than just a style of
cooking, it is a subculture with wide variation. In the U.S. alone three out of four households
own a barbecue grill and 60-70% of grilling and barbequing is done by men according to
Forbes8. Within that demographic, nine out of ten barbecue grill owners always or sometimes use
barbecue sauce when grilling and most buy sauce, sometimes adding their own ingredients7. This
means that 90% of grillers are in the market for purchasing pre-made sauces. Popular barbecue
sauces are hickory, tomato-based, honey and mesquite. Basting during cooking is the number
one use of sauces. Research shows that the most popular occasions for BBQ’s are Independence
Day (end of BBQ season) at 71%, Memorial Day (start of BBQ season) at 57%, and Labor Day
at 55%5.A study shows the results of a survey conducted from February 4, 2014 to March 11,
2015 among approximately 28,869 American adults on the amount of BBQ sauce used within 30
days by the people living in their household. According to this survey, 3.84 percent of American
households use 4 or more bottles4. Barbecue participants usually grill in backyards, vacation
homes, campsites, public parks, and while tailgating at football games4. The top reasons why
participants’ enjoy grilling is for the taste, its healthier alternative, and a great way to entertain6.
The ‘It taste like home” social media campaign can encourage the target market within the 90%
of barbecue season participants who purchase sauce to buy Jay D’s.
2. The Overall Goal

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2.1. Theme: “It Taste Like Home”
The overall theme for Jay D’s Bite and Booze social media marketing campaign will
be called “It Taste like Home”. This theme was selected to give the targeted audience a vivid
description of what a traditional southern barbecue and molasses mustard sauce taste like. Jay
D’s favorable eighteen ingredient barbecue sauce and molasses mustard sauce originated in the
state lines of Louisiana, the home of Cajun and Creole cuisine. The word “home” in itself
typically brings about love, warmth, and comfortability for most consumers. This line of sauces
was homemade from Jay Ducote, a fellow Louisianan, who used tender, love, and care, when
picking out a particular combination of ingredients to represent the Cajun and Creole history that
Louisiana is known for. These sauces contain a variety of flavors that can only be found in
Louisiana. Consumers will find that this sauce exudes the right amount of sweet and heat. In a
typical southern household there’s some sweet and just the right amount of heat. No household is
perfect, but home is where the love is. When the target audience hears “It taste like home” an
assortment of memories should linger in their minds. Whether is that’s sweet savory smell taking
over your home when grandma is in the kitchen or the smell of heat from the spices watering
your taste buds coming from dad’s grill. No matter where the targeted consumers are in the
world, the “It taste like home” social media campaign will be able to deliver the taste of Jay D’s
Louisiana sauces to the front porch of future consumers. Jay D’s sauces is the perfect cultural
representation of traditional Louisiana cuisine.
2.2. Goals of the “It taste like home” campaign
The main goal of “It taste like home” social media marketing campaign is to increase
revenue for Jay D’s sauces as well as create an overall awareness for Jay Ducote’s personal
brand. There will be a $10,000 budget set in place to launch the social media campaign. The goal

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of the budget will be to utilize these funds in the most efficient manner so that Jay D’s sauces
will not only break-even but see an overall increase in revenue and brand awareness. This budget
will be divided across three social media platforms to advertise to target consumers and track
how well the campaign is achieving the main goal. In order to increase revenue and awareness
for Jay D’s sauces there must be a buzz generated well beyond the Baton Rouge area and other
nearby towns. This social media campaign will be a huge success if word-of-mouth about Jay
D’s sauces reaches mass amounts of his target audiences, ultimately generating a profit that is at
least double the investment.
3. Social Media Marketing Mix
3.1. Intro into Marketing Mix
Jay Ducote’s Bite and Booze social media campaign, “It taste like home”, I plan to
implement a variety of advertising strategies across various social media platforms. Including
some that he is already pursuing such as Facebook and Instagram. I also plan to incorporate a
different medium that Bite & Booze not currently pursuing such as YouTube. As we move
further in depth into the social media marketing mix for the ‘It taste like home” campaign I plan
provide you with further details about each medium. The details that will be provided will entail
target customers, advertising methods, pros and cons, and a budget overview.
3.2. Facebook
3.2.1. Customers
Facebook is a message board medium that Bite and Booze is already currently pursing. With
over a billion active users, Facebook is the market leader for social networking sites. This is the
best platform for businesses to target specific audiences. Facebook user demographics are

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represented in Figure 3.2.1.1. The target customers that the “It taste like home” campaign will
be focused on pursing on Facebook is ages 25-54, in which falls into the top three major age
demographics that Facebook
currently holds7. As stated in
previous research, 76 % of
females in the predicted
target market claim to have
all or most grocery shopping
responsibility. Trends show
that women is currently the
vast majority of Facebook
users at 77% and men at
66%7. This shows that the
primary grocery shopper is a
consistent user of Facebook. Income was another key factor of Jay D’s targeted audience as
previously stated. Demographics below show that majority of Facebook users are at least middle
class which means that they will have enough disposable income to purchase quality ingredients.
Overall, Facebook has the ability to reach middle class, age appropriate primary shoppers who fit
into Bite and boozes target audience. On a lesser focus, Facebook would be able to engage the
other household members of the primary shoppers like their kids. Other household member’s
play a huge role in what primary shoppers put on their grocery list. So engaging these other
audiences can help led the primary shoppers to Jay D’s sauce.
3.2.2. Message
Figure 3.2.1.1

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Since Facebook has the greatest reach for Jay D’s sauce line, it is important to come up
with messages that would engage the target consumers. Bite and Booze Facebook page currently
has over 15,000 likes. This is great audience base to start with but Bite and Booze lacks a huge
amount of interaction with the audience. To engage audience members the first message idea
will stem from “Tasty/ Proper tasty” popular Facebook cooking channels started by a media
company called BuzzFeed. Tasty has over 30 million followers on Facebook and over 190
million likes in a month, which means that their target audience has an insatiable appetite for
food content. According to fortune.com, ‘Tasty has exploded so much on Facebook because the
content is tailor-made for that platform” these “snack-sized” videos are able to capture people’s
attention with short attention spans. In hopes to being successful as Tasty, Bite and Booze will
create original content videos that are short, fast-motioned videos that suck the viewer in10. They
will be optimized for Facebook’s auto-play feature, which starts playing without sound. It allows
viewers to focus on a 45-second guide to making a recipe that uses Jay D’s sauces as a main
ingredient. This videos should be posted at least once a week on Friday evenings-nights or
Saturday afternoons because this has the highest engagement times for our audience. The content
videos will enhance the “It taste like Home” campaign because it would engage and remind the
viewers about comfort food that they love from their childhood or other experiences.
The Facebook medium will be the main headquarters of the “It Tastes like Home”
Campaign. To kick start the campaign, we will introduce a contest to engage our current and new
audience by asking to participate in a contest. Firstly, Jay D will post a short video on Facebook
introducing the contest and the rules. He will explain and show in his video what comfort food
reminds him of home. The rules for the contest will include posting a video not more than two
minutes recreating their favorite Louisiana comfort food, and explaining why they chose the

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food. The contestants will share the video on “Bite and Booze’s” Facebook page with the
hashtag “It tastes like home” (#ItTasteLikeHome). Friends of the contestants will be able to see
their videos posted on their page and this will stir up awareness about the contest and drag
attention to J.D’s “Bite and Booze” Facebook page. Contestants are allowed to tell other
Facebook friends to like the video they posted on Bite and Booze. Three winners will be chosen
based on the number of likes per/shares video. The top three winners with the most likes will win
a case of their choice of sauces.
A few implications of using this two methods of advertising- sponsored video ad and the
content video may result in less to no engagement with the audience. This target group (30-54)
will not be willing to participate in this contest due to the technical inability to post videos on
Facebook, and the zeal to make a video will be low for people in that age range.
The daily budget for this Facebook sponsored Video ad will be $60.00 per day from May
01, 2016 through July 5, 2016. The total cost will be $3,960.00. The free case of sauces will cost
$120.00 towards the budget. $1,300 of this budget will be used to pay a graphic design intern.
This intern will be responsible for the editing and design of the sponsored ad video. The rest of
Jay D’s team will be responsible for monitoring and controlling the contest as well as video and
photo uploads on “Bite and Booze’s” Facebook page to ensure proper entry to the contest and
control spams of any kind. In all, $5,368 of the $10,000 budget will be spent on Facebook.
3.3. YouTube
3.3.1. Customers
YouTube is a video platform that currently has over 1 billion users and is fairly
dominated by men. YouTube alone reaches more 18-34 and 18-49 year-olds than any cable

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network in the U.S. People are turning to YouTube for ideas, inspiration and tips on cooking
techniques. In fact, in the last year alone, views of food and recipe content grew 59%, and social
engagement (such as likes, comments and shares) on food channels rose by 118%. If you’re
wondering who’s hungry for food content on YouTube it is adults. Nearly half of all adults
watch food videos on YouTube, millennials (ages 18 to 34) view the most food content,
watching 30% more food content on YouTube, on average, than other demographics. When
considering Jay D’s predicted target market ages 30-54, the 30-34 range are responsible for
280% growth in food subscriptions every year11. According to Millward Brown Digital, 68% of
men and dads (ages 30-34) are the most engaged in food content. This critical considering that
60-70% men are responsible for grilling and barbequing. As much as everyone loves a good
meal, people are inclined to watch food videos on YouTube for four main reasons:
entertainment, exploration, expertise or ease. YouTube food videos serve the spectrum from
inspiration to creation: they are the chef, the teacher and the guide when you most need them.
3.3.2. Messages
Jay D has already has a presence with 100 subscribers but I suggest making a food
Channel for Bite and Booze. Jay D’s Bite and Booze’s Brand will serve YouTube Food
Audiences and this brand can benefit from the audience by engaging them in three ways. Jay D
should post videos to his channel that inspire, assist, and align. He can inspire the audience by
teaching viewers about Louisiana cuisine who are not familiar with it. He can assist by creating
compelling video content giving instructions on basic grilling skills or a dinner prep weekly.
Lastly, Jay D can align by promoting the sauce line in each video by incorporating it in funny
and entertaining ways. After all, 78% of referrals from YouTube food videos to brand sites are
from first-time customers11. Next, Jay D should make an ad commercial to be sponsored on

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YouTube videos. The commercial should be a video of Jay D eating ribs with a bib on and when
he takes his first bite, he would then flashback into a child. In the very beginning of the video the
hashtag (#ItTasteLikeHome) should appear so viewers can see it before they skip the ad.
A couple of implications for using these methods to advertise Jay D’s sauce line on
YouTube is that only one-sixth of his targeted audience makes up for YouTube’s highest
viewership for food channels. Although all adults watch food channels their highest
demographics are ages 18-34. Also, when it comes to sponsored ads, 70% of users skip them on
YouTube.
YouTube allows for advertisers to go through Google AdWords to make the campaign.
AdWords allows for you to choose a location, set words that pertain to Jay D’s sauce line, and a
daily budget per day. The budget for YouTube can be split into two options. The first option
consist of using the free app suggested by YouTube to make his commercialvideos and spend
$50 daily for the sponsored ad to gain more reach. The second option is to hire a videographer
for and estimated cost of $2,000 to make the commercialvideos and spend $20 on the daily
budget for sponsored ads. To run the campaign on YouTube starting May 1st until July 5th the
total cost will be approximately $3,300 for both budget options.
3.4. Instagram
3.4.1. Customers
Instagram is a microblog that Bite and Booze is currently pursing with 17.3K followers on
Instagram. According to sprout social, Instagram is one of the rising stars of social media
because over 300 million people share over 60 million photos daily. Over 100 million photos
posted on Instagram are food related17. In order to get Jay D’s food content to stand out to

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customers they should be more personalized and focused towards his target audience. Research
shows that 36% of Instagram users are in Jay D’s predicted target market. Posting high quality
graphics of food on Instagram will be the key to engaging not only Jay D’s target market but
ultimately anyone who likes food.
3.4.2. Messages
Bite and Booz has a great following base to start with along with great picture content
displaying some great Louisiana cuisine and Jay D’s sauce products. Previous research states that
50% of females and 35% of males think of certain meals they want before going grocery
shopping. Based off this research, posting picture content would be key to making the target
audience crave Jay D’s sauces. I suggest that Jay D keep posting quality pictures utilizing more
hashtags to gain attention and create brand awareness. These hashtags should include
#ItTasteLikeHome, #JayDBBQ, #Bite&Booze, and etc. Jay should also post three part high
quality videos showing a recipe for the say along with the hashtags. The recipe for the day will
start with five seconds capturing the ingredients, five seconds capturing the cooking process and
five seconds showing the finished product. Bite & Booze will also advertise sponsored ads with
Instagram through Facebook. We would use Instagram carousel ads displaying three to five
pictures with a direct link to Bite & Booze for the full recipe. I choose to run pictures for the ads
instead of videos because pictures generate 34% more likes than videos17. To run this ad
campaign for 66 days at $20 for the daily budget the total cost for Instagram will be $1,320.
Implications for this ad will be that click rate to the website may be lower than intended.
3.5. Additional Suggestions: Pinterest

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Pinterest has become one the fastest growing website ever, now with nearly 12 million
monthly users. According to Mashable, the site illustrates the evolution from the “social graph”
to the “interest graph” or the shift from friend-based networks to those that connect people based
on their shared interests14. Food is one of the major niches or shared interests on Pinterest. In
fact, food lovers were among the first on Pinterest; they saw the benefits of pinning instead of
clipping recipes. Pinterest is another great platform to connect with Jay D’s target audience.
3.6. Social Mediums that won’t Be Utilized
I decided not to pursue blogs in the “It taste like home campaign”. The blogging
industry is always changing and it takes a lot of time dedication. Blogging also can take months
before it can start making money for your business15. It is also time consuming for the targeted
audience to read through blogs. Twitter was another platform that I decided not focus on in this
campaign because it’s hard to target a specific audience such as people with a certain interest
(BBQ). It could be time consuming to respond to tweets and harder to filter out possible negative
tweets. Twitter feed can be easily hacked and used to spread misinformation causing damage to
your brand and loss of credibility. Also, the character limit can make it difficult for your tweets
to capture a specific audience and it forces you to be vague with your advertisements16. The
overall allocation of the budget when mainly towards Facebook because this medium has the
largest presence of Jay D’s target market.
4.0. Measure and Evaluation
Facebook & Instagram
The process of measuring and evaluating will be essentially the same for Facebook and
Instagram since the ad campaigns are all made on Facebook ad creator. Facebook ad creator has

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the ability to track the results of the reach, clicks, shares, likes, and views of the sponsored ad
campaign post. Within those engagement results, the ad creator can provide real-time metrics of
the demographics of engaged and active users on Bite and Booze Facebook page and
advertisements. Also administrators/staff on Jay D’s team will evaluate, oversee, and reply to
comments and contest post on Facebook. They will also be responsible for monitoring the Bite &
Booze website using Google Analytics to track the increase in website visits.
YouTube
YouTube Analytics works together with Google Adwords to monitor the performance
of your channel and videos with up-to-date metrics and reports on impressions and clicks. Within
in 24 hours of publishing your content reports will be provided on earnings, audience
engagement, and traffic sources. Also reports can be filtered by geography, content, and date
range. Domo is also a great way to get better insights. Domo is able to isolate trends and
behaviors, they also send out emails alerts when YouTube metrics hit thresholds you determine.
Offline Measurements
Online exposure can create an overall brand awareness and increase in revenue that can’t
be measured online. While it’s hard to specifically track offline measurements you can link
online chatter with in store sales. Jay D’s team can also track the number of radio listeners who
tune in during the campaign and number of people who show up to Jay D’s local events in the
area.

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The Appendix
1 http://www.fmi.org/docs/default-source/research/presentation.pdf?sfvrsn=0
2 http://www.icn-net.com/docs/12086_FMIN_Trends2012_v5.pdfT
3 https://www.atkearney.com/news-media/news-releases/news-release/-
/asset_publisher/00OIL7Jc67KL/content/id/6808607#sthash.uR9V9pDr.dpuf
4 http://www.statista.com/statistics/278051/us-households-amount-of-bbq-sauce-used-
within-30-days/
5 http://www.hpba.org/media/barbecue-industry/2011-state-of-the-barbecue-industry-report
6 http://www.barbecuen.com/bbqstats.htm#ixzz42GeyfmxN
7 http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
8 http://primemediaproductions.com/documents/marketing/Network%20Demographics.pdf
9 http://www.forbes.com/2010/07/01/grilling-men-women-barbecue-forbes-woman-time-
cooking.html
10 http://fortune.com/2016/01/19/buzzfeed-tasty-proper-tasty/
11 https://www.thinkwithgoogle.com/articles/millennials-eat-up-youtube-food-videos.html
12 http://www.digitalinformationworld.com/2015/04/30-interesting-facts-about-youtube-
infographic.html
13 http://www.forbes.com/2010/07/01/grilling-men-women-barbecue-forbes-woman-time-
cooking.html
14 http://mashable.com/2012/03/12/pinterest-food-marketing/#px.zby1YsGqL
15 http://www.shoutmeloud.com/advantages-and-disadvantages-of-full-time-blogging.html
16 http://smallbusiness.chron.com/disadvantages-twitter-54112.html
17 https://blog.hootsuite.com/instagram-statistics-for-business/

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