The presentation for our winning TastyKake pitch.

2. Samm Miller Creative Director John O’Rourke PR Director Christine Mama Account Planner Matt Veleber Account Manager Christina Holloway Account Manager

4. Philosophy

5. TastyKake About The Client

7. Direct Competitors

8. Indirect Competitors

9. “ We want an idea not just a campaign.”

10. The Target Audience

11. Who are we talking to?

12. Getting to Know The Target Audience Primary & Secondary Research

13. Three Phases Phase One Secondary Research Phase Two Survey Phase Three Interviews

14. Three Phases Phase One Secondary Research Phase Two Survey Phase Three Interviews

15. The Findings

16. What do they think now? TastyKake is my grandparents’ thing.

17. What do they think now? TastyKake is my snack food. we WANT them to <

18. What do they think now? TastyKake isn’t a very modern brand.

19. What do they think now? TastyKake is connected to our generation. we WANT them to <

20. What do they think now? TastyKake tastes great, but I don’t always buy it.

21. What do they think now? TastyKake is delicious and I buy them all the time. we WANT them to <

22. What do they think now? TastyKake is for construction workers.

23. What do they think now? TastyKake is cool. It’s a guy thing, a friend thing. we WANT them to <

24. What do they think now? TastyKake does a lot of sports advertising, but what if I don’t like sports that much?

25. What do they think now? TastyKake ads really reflect guys like me. They’re really entertaining and I always look forward to what’s next. we WANT them to <

26. Meet “The Dudes”

27. They are students with part-time jobs.

28. ` ...and spend about $1-4 on a single snack.

29. ` Their average gaming session is 66 minutes .

30. Compared to women, they are 12% more attentive to sporting programs .

31. They are 2x as likely to access internet on their phones and 3x as likely to access video on their phones.

32. They prefer short-form videos on consumer-generated sites.

33. They prefer to text with an average of 531 texts per month vs. 236 calls per month.

34. They watch 63% more online video streams than women their same age.

35. 42.9% snack 3x a day.

36. 60% eat with a friend.

37. They love adventure …

38. … but may not go far .

39. But they define the word fun .

40. They love all music… all ‘ tunes ’… all ‘ jams ’.

41. They are all about a casual, laid back style .

42. They have a sense of humor .

43. They have a close group of friends…

44. … but they have a best friend , a “homeboy”.

45. These are the “ Dudes ” …

46. … and this is their “Bromance” .

47. The Goals

51. The Media Plan

53. TV

54. Print

55. Radio

56. Guerilla & Viral

57. Budget Allocation

58. Breakdown

59. The Tagline

60. Friendship strengthens with tradition.

61. It creates a bond...

62. … and those golden moments.

63. There is the yearly “Vegas trip tradition”.

64. The “Prank Tradition”

65. The “Do Something You’ve Never Done Before Tradition”

66. The Friday is “Guys Night Out Tradition”

67. These are the traditions of home.

68. They are the comforting moments of everyday.

69. Like the “Morning Joe Tradition”

70. The “Game Day Tradition”

71. The ‘Stupidity Tradition”

72. The “Christmas Sweater Tradition”

73. And last but not least….

74. … there is the “TastyKake Tradition”.

75. An old “Philadelphia Tradition”…

76. That becomes a new tradition of friendship.

77. This is TastyKake...

78. The Sweetest Tradition.

79. The Campaign Theme

80. Introducing…

81. The ‘TasteBuds’

82. Facebook

83. Facebook 2

84. MySpace

85. MySpace 2

86. The Quest

87. They grew up together....

88. … now they will search together.

89. They will look high…

90. … and low.

91. Near…

92. … and far.

93. On a hunt for the perfect snack.

94. This is their Quest.

95. Where will it end?

96. The Creative Work

98. Phase One The Quest Teaser Campaign

99. Transit

101. Billboard

102. Billboard

103. Print

105. Microsite

107. SMS Advertising

110. Viral

113. Phase Two The Introductory Commercial

114. TV

118. Phase Three The TasteBuds Campaign

119. Print

121. Billboard

123. Cityboard

125. Transit

128. Internet

130. Radio

131. TV

134. PR & Promotions

139. Points Card

140. Specialty Tin

141. Social Networking

142. Product Placement

143. In-Game Advertising

146. The reaction to the campaign.

147. Why should you choose Full Circle Media ?

148. Thank you!

149. Questions?