3. THE JOURNEY
DE-BRIEF
When we take on a new venture, we establish the roots of our
clients values and objectives to cultivate unique propositions and
strategies that stick and travel far.
STAMMP is about transparency in communications. We strive to
bridge the gap between your brand and your audience,
exposing your core values and proposition to exude your brand
identity. Fruitful results for brand success.
BUSINESS OBJECTIVES
YOURS
BUSINESS: increase share by decreasing price sensitivity
(escape the squeezed middle)
COMMUNICATIONS: make people proud to serve CDO, with a
new UK brand idea
AUDIENCE: sociable foodies, who are far from experts but love
creating meals for loved ones
BRAND: decades dedicated to crafting and celebrating endless
possibilities of desserts
PRODUCT: our [core] frozen tub formats mean we are people’s
ally for quality desserts at short notice
CAMPAIGN OBJECTIVES
INCREASE MARKET SHARE
1. Increase market share by at least 3% by the 31st December
2016 making Carte D’Or the preferential brand choice.
ADDRESSING PRICE SENSITIVITY
2. Increase positive consumer perceptions of Carte D’Or by
communicating reasons to believe and trust the brand.
PROUD TO SERVE CARTE D’OR
3. Increase brand favourability of the frozen tub format across
the ‘original Foodie’ demographic by engaging with the
consumer on a personable level.
WHERE WILL WE TAKE YOU?
We will uncover key opportunities that will deliver results.
Consumers will understand your proposition and will be proud
to serve Carte D’Or.
All Aboard.
4.
5.
UNWRAPPING CARTE D’OR
Carte D’Or have an iconic heritage based upon decades dedicated to crafting and celebrating endless possibilities
for the consumer. It is essential this is communicated thoroughly to your audience.
Carte D’Or has come a long way since its humble beginnings in 1978 where traditional flavours like Vanilla
championed. The hero of this story is now the brand itself, boasting a vast, inspired range of products. From French
restaurants and hotels, into homes throughout Europe, quality has always been paramount. This is evidenced through
all consumer touch-points. Appealing to the connoisseur within the masses of foodies around the world, Carte D’Or
provides true flavours and high quality ingredients to help them craft their perfect dessert.
We aim to carry the Carte D’Or core identity throughout the campaign. It is the above attributes that have enabled
us to identify your position within the marketplace and how you can address the needs of your target market. Your
existing identity is fundamental to your offering. We have devised a plan to exude the creative flair and dedication
that you have shown to your craft and to your customers.
THE CHALLENGE
6.
7.
THE MARKET
Your brief outlined a drop in growth throughout Europe from 2013 - 2014 (-3%). In 2014 the UK ice cream, frozen yoghurt
and sorbet market was estimated at £1.1 billion. This market has also seen almost a 7% jump in year-on-year value sales, and
a further 3.5% rise in volume (Mintel 2014*).
Advertising spend has also seen an increase, rising by more than 60% to £34 million in 2013. As you are aware Unilever is
currently leading the overall expenditure, spending more than £40 million on its brand portfolio (Mintel 2014*).
YOUR POSITION
In our de-brief meeting with you, there was one phrase stood out to us.
“Above and beyond the traditional”
You have not just arrived on the scene, you have earned your place in the minds of the consumer. We intend to bring you to the
forefront of their purchase decisions by building trust. Traditional flavours were your foundations. Since, you have strived to go
“above and beyond the traditional” to achieve flavours with flair. Customers will rely on Carte D’Or to help them master their
desserts when entertaining for all occasions. Carte D’Or will continue to provide endless possibilities for the creative
connoisseur within all of us.
To claim your position within the marketplace, it is essential that consumers can identify you from your competitors. We have
devised a strategy that will effectively align your identity with the values of your target market. One insight that was
uncovered is that like your customers, you are dedicated and ambitious. Insights like this have helped us develop your brand
positioning which is essential for when you engage with your audience. It will enable you to have a better understanding of
them so that they can in turn have a clearer understanding of you and what differentiates you.
Together, STAMMP and Carte D’Or will build lasting relationships between you and your consumers.
THE CHALLENGE
*Source: Mintel, 2014. Ice Cream and Desserts - June 2014. [Accessed 25-04-15]
8.
9.
LEAVE YOUR STAMMP
BRIDGING THE GAP
“Supermarket brands are usually quite watery, especially once they’ve
melted a bit!”
“I need something substantial when I’m prepping desert. Basically,
something that will last from me fiddling around in the kitchen preparing to
actually getting the plates in front of my guests.”
Variety of high-quality ingredients means deep, rich flavours with a
creamy texture. Carte D’Or needs to be positioned as a tool for
successful, creative desserts.
Quality that doesn’t break the bank is important.
Carte D’Or allows consumers to allocate more time with their close ones
by spending less time in the kitchen.
HIGH PRICE
GOODCONSISTENCY
10.
11.
LEAVE YOUR STAMMP
YOUR TARGET AUDIENCE
Taken from: Home Lifestyles - UK - September 2010
Although we want to appeal to all ‘foodies’, our primary
demographic will be 25-44 year olds in socio-economic group
ABC1. This justification has been used as TGI (2010) data has
shown that 25-34 year olds enjoy entertaining friends in their
home the most, and research has identified that 35-44-year-
olds are the most inclined to often cook for friends, and these
are generally ABC1’s (Mintel 2010). A report on Mintel (2010)
found that home entertaining is likely to be an informal
occasion as opposed to a formal dinner party and this is
where Carte D’Or excels. Although an element of this change
in behaviour is lifestyle-driven, socialising at home has also
grown in popularity in order for people to save money.
CONSUMER
You identified your core demographic: ’sociable Foodies, who
are far from experts but love creating meals for loved ones’.
For this psychographic, food goes beyond functionality. Food is
about experiences - entertaining and being entertained. In
recent years, the term ‘Foodie’ has become re-defined.
“A DOUCHEBAG WHO LIKES FOOD.” Urban Dictionary, 2015
The new Foodie stereotype derives from the rise in exposure
and popularity of extroverts, hipsters and the visual culture
surrounding social media consumption. Particularly, this regards
the rise of the Instagram star. We want to distinguish the values
of true, real Foodies that are beyond the popularity of the
social sphere and are in the kitchens of millions of consumers
worldwide.
WHERE DO THEY PLAY?
We found that your primary audience are using sites like
Instagram, Pinterest, Tumblr and blogs to get inspiration for
their desserts. Interestingly though, they lack the confidence to
upload their own recipes and creations to Instagram because
they feel that their creativity is being measured by metrics (i.e.
likes) rather than quality. More so, they often don’t find the
time to share these pictures because they have busy lifestyles.
This shows that Carte D’Or can appeal to consumer confidence
levels by encouraging them to share online, using their own
creativity to master in the kitchen, with a helping hand from
Carte D’Or.
It is the new definition and stereotype that is knocking the
confidence of the ‘original Foodie’. We want to go back to
basics, and discover more about them**.
* Source: Mintel, 2010. Home Lifestyles - UK - September 2010 [Accessed 25-04-15]
** Based on a total sample of 52 participants, aged 21-45 in the UK. Taken from Focus groups and questionnaires
12.
13.
THEIR ASPIRATIONS
Food isn’t a fad. Food isn’t an interest. It is a passion. It is a
hobby. Original Foodie’s put their heads and hearts into
crafting creative and expressive desserts for their friends.
THEIR PLACE
Original Foodie’s invite friends over to their digs for dinner.
They are partial to friendly competitions such as weeknight
‘Come Dine With Me’ inspired themes, to more casual
Saturday night catch-ups.
THEIR GUESTS
Good friends never fail to brighten their day. They
understand how much effort their favourite Foodie puts into
the preparation of their meal, and love them for this.
Good friends are worth the effort, good friends deserve
good food. Good friends have their flaws. Their worst - they
know yours too well! Despite Foodie’s best efforts, their good
friends know they are far from expert.
“The difference between good friends and best friends is that
good friends will sit there and enjoy your food for what it is.
Best friends love to get under your skin! Mine will ask me a
million questions before accepting that I’m actually a decent
chef - the cheek! Gotta love them though!”
“It starts so pleasantly... by the end of it though, we are
scrapping with spoons in the tub!”
THEIR BRAND
Just like their good friends, Original Foodie’s need a good
brand they can rely on. There is space in their lives for a
brand that can offer them a variety of flavours with high
quality ingredients, at an affordable price.
‘Love good food, love good friends, love Carte D’Or’
‘Art’, it’s in the name… Carte D’Or.
LEAVE YOUR STAMMP
14.
15. THE SCOOP
INSIGHT
Carte D’Or have dedicated decades to crafting endless
possibilities to give consumers a variety of accessible, high-
quality options. These options allow consumers flexibility to
exude their creative flair with the ones they love the most -
without breaking the bank.
“We are people’s ally for quality desserts at short notice”
Short really stood out to us here. We found you’re selling
yourselves short. Allow us put ‘short’ into the right context…
While Carte D’Or can help consumers who are against the
clock to create a quality dessert, we feel like it shouldn’t be
seen as a last minute option. Instead, our findings indicate
that people use ice-cream as a cheat to making the more
exotic flavours themselves.
“I don’t always have time on my side, but I do like to think that
I put in a lot of effort. There’s nothing more disappointing than
when my dessert goes tits up.”
“You care about your friends and although every moment you
spend with them is special, realistically, you can’t always spend
a fortune on good quality. At the same time, even if I’m skint, I
don’t want to serve them crap. They would probably know and
they would definitely call me out on it! [laughs]”
This lead us to the insight:
However much of a foodie you are, everyone can use a
‘shortcut to quality’
PROPOSITION
Carte D’Or have dedicated years to their craft, so the
consumer can spend high-quality time with their friends
sharing high-quality desserts.
“We give you the tools to master your dessert, but you are
the secret ingredient”.
This proposition will be executed through a mixed media
campaign. Slogans include:
“What’s your secret ingredient? You!”
We feel captions like this will reinforce consumer confidence
within their ability to craft great desserts, relying on Carte
D’Or as their primary tool.
16.
17.
THE STRATEGY
TV
30” NATIONAL TV AD, ITV & CHANNEL 4
A 30” television advert will be at the forefront of the
campaign, airing on national television channels ITV and
Channel 4, effectively reaching our intended audience.
This package, exclusively tailored to your needs will include
ITV1 and ITV digital channels.
Television will provide Carte D’or with a lot of flexibility in
presenting the ‘who knew’ campaign message. It will enable
you to present a story for the audience to relate to and
follow on a personal level. Television advertisements are
essential in order to create talk-ability and this will act as the
backbone and story behind the overall campaign.
PRINT
NATIONAL PRINT AD, FULL PAGE, COLOUR
A national print campaign will give support to your television
advert and will utilise a full page colour advert in the Metro
Newspapers, helping to capture a large reach whilst also
addressing your target audience.
Using traditional media, such as newspapers, is an effective
way to reach large audiences rapidly. Press is also good at
reaching a specific type of audience who are attracted to
the media’s editorial programming.
We have selected The Metro (print) to advertise, as it will
reach commuters at the start of the day, when they could be
thinking about their dinner plans for later on in the day. Press
will be used to support the TV campaign and will run 27
times during the campaign (once a week) in alignment with
the TV advertising spots.
18.
19. THE STRATEGY
EXPERIENTIAL
IPAD APP: ONLINE PERSONALITY TEST
INTRODUCTORY OFFER: 10% OFF COUPON
BOOKLET: DISCOVER THE RANGE OF FLAVOURS
We have created an online personality test to show consumers
what flavour best suits them and to allow them to craft
personalised desserts to represent themselves.
Using experiential marketing, French themed carts with samples
of the different flavours will be placed outside supermarkets
with representatives from Carte D’Or. The French theme
reinforces credibility and prestige whilst also generating talking
points for consumers to discover that there is more to Carte
D’Or than what they know at present.
Using iPads, consumers will be able to take the online
personality test and discover what flavour represents them.
They will then be handed a personality card with a 10%
discount off their personalised flavour.
This will be extremely effective as it allows the brand to
interact with consumers on a personal level, whilst offering them
an opportunity to create a unique dessert.
A leaflet has also been created which will be handed out at
the stools which includes dessert suggestions for each separate
flavour and again promotes the online personality test. Recipes
Carte D’Or share promote the brands credibility and consumer
trust in their knowledge of good food.
Compared to mass media campaigns, experiential events tend
to communicate on a much more personal level, generate a
deeper level of emotional engagement, result in better
conversion rates, and all at relatively low cost. The experiential
aspect of the campaign will run during the summer months when
ice cream will be highly desired by consumers.
SOCIAL
FOLLOW US ON INSTAGRAM FOR INSPIRATION
USE PINTEREST TO SHARE YOUR SECRETS
#mysecretingredient #whoknew
The use of social media will be predominantly user generated
content whereby the consumers can take the personality test
and share their results on Facebook, Twitter, Instagram and
Pinterest.
Pinterest and Instagram are also excellent platforms for the
audience to post pictures of their own crafted desserts and feel
confident in doing so.
Social Media will be used consistently throughout the 12 months
of the campaign as it will ensure and
maintain constant engagement with your
fans and followers.
22. You: Sensual
Destination: Africa
Soundtrack: Lets get it on
– Marvin Gaye
* Hand this in at checkout to redeem 10% off
You: Zesty
Destination: Spain
Soundtrack: Summer –
Calvin Harris
* Hand this in at checkout to redeem 10% off
You: Smooth
Destination: France
Soundtrack: Smooth –
Santana
* Hand this in at checkout to redeem 10% off
You: Go-Getter
Destination: South America
Soundtrack: Happy –
Pharrell Williams
* Hand this in at checkout to redeem 10% off
You: Fun-Loving
Destination: Jamaica
Soundtrack: Coco-Cabana
* Hand this in at checkout to redeem 10% off
You: Adventurous
Destination: Asia
Soundtrack: You can go
your own way – Fleetwood
Mac
* Hand this in at checkout to redeem 10% off
You: Classic
Destination: Cornwall
Soundtrack: Easy like a
Sunday morning – Lionel
Richie
* Hand this in at checkout to redeem 10% off
You: Sophisticated
Destination: Italy
Soundtrack: Son of a
preacher – Joss Stone
* Hand this in at checkout to redeem 10% off
EXPERIENTIAL & SOCIAL
31.
SET THE TIMER
TOTAL MEDIA AD SPEND: £3,009,600
Social Media: £9,600
Experiential: Ice Cream Tricycle
1 x Tricycle = £395.00 + £120 Carte D’or Branding = £515.00
2 x Tricycles = £1,030.00
The Metro Print
Full Page Colour National Ad = £36,104.60 x 27 ads (per week) =
£974,824.20
ITV Package
7 Weeks = £2,025,00.00
COMPETITOR MEDIA AD SPEND*
* Source: The Grocer, 2014. http://www.thegrocer.co.uk/reports/digital-features/ice-cream-report-2014/ice-
cream-ad-spend-surges-with-magnum-leading-the-way/371082.article [Accessed: 25-04-15]
32.
33. MEASUREMENT
SOCIAL MEDIA ROI
In partnership with Social Bakers
Social Bakers is a tool used to monitor and optimise the
effectiveness of social media campaigns, benchmark against
competitors, and track the correct social media KPIs in order to
improve success and efficiency and is used on a high number of
our clients.
EXPERIENTIAL ROI
The experiential media will be measured by the redemption of
coupons. Once the consumer has taken the personality test on one
of the iPads at the Carte D’Or cart, they are given the relevant
personality card with a coupon on the back to redeem when they
purchase Carte D’Or. The personality test will reveal
engagement rates and we can match the redemption of coupons
against these numbers to measure success.
TV ROI
As a measurement, ROI can be simply calculated mathematically
by dividing the gross sales margin with the ad campaign cost.
We aim to achieve between 350 - 400% ROI.
ACHIEVING OBJECTIVES
INCREASE MARKET SHARE
1. Increase market share by at least 3% by the 31st December
2016 making Carte D’Or the preferential brand choice.
ADDRESSING PRICE SENSITIVITY
2. Increase positive consumer perceptions of Carte D’Or by
communicating reasons to believe and trust the brand.
PROUD TO SERVE CARTE D’OR
3. Increase brand favourability of the frozen tub format across
the ‘original Foodie’ demographic by engaging with the
consumer on a personable level.
We will establish current levels of brand preference and
favourability using surveys and questionnaires before and after
the campaign. The year turnaround will indicate the success of
the campaign.
The online personality test will request email addresses from
participants. We will accumulate the email addresses, store them
in a database and then distribute questionnaires at the end of
the campaign. This will aid our year progress review.
34.
35. STEWARDSHIP
ON-GOING SUPPORT
Like Carte D’Or, STAMMP strive to go above and beyond. We aim to provide continual support throughout the
campaign and ensure our on-going relationship with you remains strong. The strength and transparency in our
communications will ensure the campaign runs smoothly, and will enable us to be quickly reactant to changes and
advanced steps that we take as the campaign progresses.
PROJECT MANAGEMENT
Charlotte Magnani, Account Director along with Simon Watts, project manager will be allocated to the Carte D’Or
account and will oversee and ensure the campaign runs smoothly and effectively. STAMMP vow to keep in regular
contact with you, guaranteeing you know just as much as we do and are up-to-date on everything. You will be sent a
fortnightly status report, which will outline all activity, and what is next on the agenda.
CAMPAIGN REVIEW
STAMMP run regular reviews and analytics to review all campaign activity, feedback and ROI, making sure goals
are on track to be met. This in turn identifies aspects for improvement.
36.
37. WRAP-UP
CAMPAIGN OVERVIEW
CARTE D’OR: IRREPLACEABLE
Quality and variety at a price that can’t be matched.
EMOTIONAL ENGAGEMENT: HIGH
It is and a brand people can rely on.
Carte D’Or exudes confidence in your ability, confidence in
your desert - Carte D’Or is a helping hand
GLOBAL ICON: QUALITY & FRIENDSHIP
Bringing real people, real food together - a real treat!
“WE KNOW YOU, WE KNOW GOOD
FOOD, TRUST US”
The whole campaign will centred around this initiative.
STAMMP know that we can make the original foodies proud to
serve Carte D’Or.
EXPERIMENTAL
The experiential part of the campaign is the wow factor. The
personality test and cards/ 10% off coupons will emphasise
that Carte D’Or want to get to know the audience on a
personal level and give them something back. The taste tests
and the leaflets that will be handed out on the French stools
will prove that Carte D’Or know good food and that because
of the heritage they can trust Carte D’Or.
TELEVISION
Presenting friends in a comfortable environment, proud to
serve and share Carte D’Or will represent the brand and the
audience working together and again emphasises trust. The
who knew concept will make people curious to want to take
the personality test and create a similar scene and encourage
them to follow their own flair.
PRINT
The print campaign will reiterate all of the above through
visuals of the customised desserts.
