F AST FOOD FOR YOUR HEALTH A NNIE ’ S H OMEGROWN

I NTRODUCTION 1. Background 2. Target Audience 3. Key Communication 4. PR Objectives 5. PR Strategies 6. Target Press 7. PR Ideas 8. Promotional Partners 9. Words – don’t need to include this part

1. B ACKGROUND Product: frozen foods (pizza and pasta) and snacks - cooking time: 3minutes~7minutes - price: average: 4.5~10 USD Special point - the ingredients of all products come straight from pure nature: no artificial flavors or colors Interesting information - Annie, the founder of company, lives on her certified organic farms in Connecticut with her husband and two daughters. - the Annie’s objective is to show by example that a successful business could also be socially responsible

2. T ARGET AUDIENCE Primary :working mothers -lives in Quebec in Eastern Canada -have children (children’s age 2 to 14) -worry about the diets of their family members -do not have enough time to make all natural meals -income level: 39,000~58,000 CAD per year Secondary :college students, girls -studying at Quebec -have interest in leading healthy and productive lifestyle with foods -have interest in issue about environment-friendly

3. K EY COMMUNICATION Brand name: Annie’s Homegrown Product: organic frozen foods Specialty -No artificial flavors -No synthetic colors -No growth hormones -No persistent pesticide -good quality compared to cooking time Extra interesting info -making it the company’s responsibilities for honest labeling

3. K EY COMMUNICATION

4. PR OBJECTIVES 1. Target audiences who live in Quebec in Canada especially by presses 2. Products will be seen in the magazines, newspapers mainly in both English and French. 3. Products will be seen on the internet, especially SNS 4. Create several buzz causing people’s attention to the organic food so that news spreads through word of mouth -Social events, competitions 5. Working moms and busy college students who speaks French as mother tongue will be main consumers 6. By using the brand’s strong image that is healthy for people and responsible for society, make synergy with image of faster and cheaper

5. PR STRATEGIES Enhance people’s attention for the healthier food for children and themselves by providing some interview with experts. -OBJ 1, 2 and 5 Get more interest and build a NO.1 image about this brand, by making competition event -OBJ 3, 4, 5 and 6 Build a good image of the company by leading some charity or social campaign which will bring positive, helpful influence to the environment. -OBJ 1, 2, 3 and 6

6. T ARGET P RESS Parents: French -Pregnancy, Birth, Babies, Parenting Parenting -Pregnancy, Birth, Babies, Parenting Alive Magazine -Life style; health and wellness Canadian living -Women’s life style, food, fashion, make-up ete Family circle -Teens, Family, Food, Style and More

7. PR IDEAS Interview with celebrities who are young, and have eco- friendly image and baby -usually, what kind of food do you give to your children and why. Donating campaign for poorly-fed children -”Etre Tiede” Executive interview with nutritionists Interview with working moms and college seniors -About how hard to choose foods for their children -About how hard to choose foods for both economy of time and healthy Free booklet about eco-friendly recipes which can be cooked easily by un-skilled women in cooking

7. PR IDEAS Open a panel discussion at college -How healthy is our life? What help us be more healthy? Cooking competition (healthy, no artificial) in college campus -Anyone who have interest in cooking Contest exhibit -Novel recopies of no artificial food -“Pour les Enfants” Blogging contest -Prize: snacks and frozen food -“Pour les Enfants” Invite children and their parents to factory for cooking together

7. PR IDEAS ( DETAIL ) Local “ETRE TIEDE” campaign Idea Campaign for help poorly-fed children -In Quebec Give foods and snacks to them It will be held on X-mas Rational It will make brand image more friendly and responsible to society can consumers It can get help from Canadian Parents for French (CPF) Target Media Local news papers and big magazines such as Alive Magazine CostLess than $1,200

7. PR IDEAS ( DETAIL ) “Pour les Enfants” Contest exhibit, Blogging contest Idea Hold contest exhibit about anti- artificial and novel recipes through blog and in college Rational It can get attention from young college students who are using internet a lot or have lots of interest on cooking and healthy Target Media SNS such as Facebook and Twitter Cooking magazine costLess than $700

8. P ROMOTIONAL PARTNERS College students Online cooking bloggers Charitable institutions -”Save the Children Canada”, “Make-A-Wish Canada” Magazines for parents Cookers, nutritionists -who evaluate contest exhibit and interviewed Canadian Parents for French (CPF)

9. WORDS Well-being life style Nature, pure Anti-artificial Healthy With healthy family Right decision for your family Without the use of artificial colours, flavours Green-generated life Natural progression 100% natural Wellness

T HANK YOU