1. BIZ500

2. HISTORY OF CHEX MIX & CURRENT ADVERTISING
Started as a grain cereal in 1937 in St. Louis, Missouri
Became popular as a family holiday tradition in the 50’s
General Mills acquired Chex in 1997
Smart promotional campaigns throughout the years
Chex represents 87% of cereal industry
Also classifies as snack food in a $38 billion industry
spencer

3. Competitive Review Direct Competitors -Cheez Its* -Gardettos -Bugles
-Goldfish
Indirect Competitors
-Ritz
-Pretzel Crisps
-Triscuits
-Wheat Thins
Ailing

4. POSITIONING Ailing Biggest circle is us
Middle circle direct competitor
Little circles indirect competitor
Healthy & Variety (flavors)
Calories per serving

5. Market Segmentation 3 Main Segments
1) Teens and Young Adults (15-25 years old)
2) Health Conscious Mothers
3) “White Picket Fences”
-Upper Middle Class families with steady income whose parents are between the ages of years old
Target Teens & Young Adults and Health Conscious Mothers
dan

6. Marketing Communications Objectives
Increasing brand awareness
Promotional budget represents 12% of this specific objective
Increasing knowledge and interest
Healthy alternative
Sparking interest with mothers in family advertisements
Attitudes and image
Associated with family and friends celebrations
Fun and adventurous
Purchase intentions
Big enough variety for people to find their mix
Zach
Our goal is to continue to promoting Chex Mix’s brand as a snack that brings family’s and large groups of people together to enjoy a tasty and fun snack
Our promotional budget includes bringing our brand to bbq’s, tailgates, and festivals to promote it on a big stage
The snack industry is changing and we want to be at the head of this transition
Chex mix is a healthier alternative to traditional snacks and includes a lot more variety than than our competitors
By advertising on mediums targeted to families we intend to grab the interest of mothers of the house to buy chex mix for their families
The attitude and image of chex is important because it differentiates our product. Chex mix is viewed as a fun and adventurous snack and we intend to enhance that
One of our goals is for the consumer to view Chex Mix as a melting pot.
A mix of different flavors and ingredients that when isolated are very ordinary, but when mixed together create a great product

7. CREATIVE BRIEF Client Name: Chex Mix
Key Fact: Began as a Holiday snack tradition
Problem: Brand awareness amongst year olds
Target: year olds and year olds
Promise: Chex Mix is a healthy alternative that offers a flavor for everyone
Support: Prepackaged flavors, calories per serving, ingredients
matt

8. Creative objectives Maintain a theme of family
To create a theme of youthful expression and adventure
Health Alternative
Get involved with tailgates, concerts, and festivals
matt

9. “Make It Matter, Mix It Up”
BIG IDEA
“Make It Matter, Mix It Up”
matt

10. PROMOTION Tailgates Concert and Festivals
“Create Your Mix” competition
matt

11. Media Objectives
Expand Chex Mix’s social media coverage and give the brand a personality
Social media important at tailgates and college campuses
Most of our budget (75%) to TV advertisements
Print advertisements in Sports Illustrated and People
Spencer

12. Media Strategy Tv Advertisements 75%
Commercials involving happy families
Dancing with the Stars, The Voice, Thursday Night Football
Social Media 8%
#MixItUp with people sharing their own creative ideas
Facebook Banner ads
Promote our College football tailgate campaign on twitter
Magazine Print Advertisements 4%
Targeting both males and females through popular magazines
Sales Promotion 12%
Coupons at tailgates across college campuses during football season
Zach
Our strategy follows General Mills previous marketing efforts by allocating majority of our budget towards Tv advertisments.
This is the most efficient way of reaching our target market and promoting our brand
The programs we chose to advertise on are a good mix of family watched shows along with exposure to the football community with the intent to grow the presence of Chex Mix at sporting events
Social media is a key way we plan to gain interaction with our customers with use of posts and surveys. Along with our #mixitup campaign to allow our customers to provide their own flavors of chex mix.
We will be running a campaign during the football season sponsoring tailgates to lucky winners. To promote the campaign we will be using twitter trending feature the week prior to the start of the season to assist with awareness of the campaign
Also handing out coupons at tailgates
By using both Sports Illustrated and People Magazine we will reach both genders and have a large audience viewing our ads

13. BUDGET
dan

14. COUPON
spencer

15. PRINT AD
Ailing

16. SOCIAL MEDIA
Zach
- more interaction with college age people to promote the product within the college community
-keeping them up to date on the events we are running

17. STORYBOARD
matt

18. TELEVISION ADVERTISEMENTS
Ailing