1. McCann Worldgroup 1 BISQUICK April 1, 2013 F14 CAMPAIGN BRIEF

2. Belief Personality Brand Purpose Wows bring us Together Wow-maker’s Sidekick Clever, supportive, delightful, Pursuits So much more than pancakes Simple WOWs New twist on old favorites Give more power to wow! Purpose The magic of pancakes The excitement that comes with Pancakes Showing Mom the Versatility Helping Mom Wow Modernizing Bisquick Connecting Moms with each other Share the WOWs

3. 4/1/2013 Bisquick helps you creates those Wow Moments! Bisquick 06/01/13 Give More Power to Wow Business Objective: Introduce a new target (Millennials) to the power and versatility of Bisquick to drive penetration growth. Communication Takeaway: “Bisquick gives me simple ways to WOW my family beyond just pancakes.” The modernized yellow box Pancakes and more Recipe Heritage Family favorites since 1945 Bisquick Website Real “doable’ food (achievable, easy recipes, on-hand ingredients) Wow-worthy (family favorites, fun, exciting, personal) Reliably delicious (consistent, crave worthy) Wow-maker’s Sidekick Clever, Supportive, Delightful “My kids are my world. When I see joy on their faces, I know I’m doing a good job as a mom.” When planning weeknight meals When planning for weekend breakfasts Holiday/Long weekends (pancake consumption spikes) Simple ways to WOW my family TBD Enthusiastic Novice: A Millennial mom who is motivated to create a sense of home and build traditions for her family that will generate moments to remember. She embraces the chaos of raising kids, placing great emphasis on having fun and finding ways to inject creativity into the every day. She sees food as a way to connect with her family, but when it comes to cooking, she is still building her confidence in the kitchen. She is very enthusiastic to learn because nothing makes her happier than seeing the delight on her kids’ faces when she truly wows them. She thrives on the recognition and validation. Seen as an old-fashioned brand; Low awareness of its versatility

4. F. or Y. our I. nspiration Assignment: Develop a campaign idea for Bisquick demonstrating how it comes to life in multiple touch points (digital and print) in an integrated way Deliverables: 1.½- page Print Ad Communicate pancake + 1 simple recipe idea Feature X recipe Must demonstrate simplicity of recipe CTA drives to Bisquick.com for more ideas Right hand page 2.½-page Holiday Print Ad Communicate pancake + 1 simple idea Feature X recipe Must demonstrate simplicity of recipe CTA drives to Bisquick.com for more ideas Right hand page 3.Standard Flash Banner Ad for June Deliver Strawberry Shortcake recipe CTA drives to Bisquick.com for recipe Pinnable? 4.Banner Template Framework that can be easily refreshed with new recipe ideas Headline/Key Visual/Tagline/CTA (provide example) Timing: Internal Review: 4/12 Client Presentations: Round 1 – 4/17, Round 2 – 4/23, Final – 4/26 Pre-Bid: week of 4/29 Pre-Pro: week of 5/06 Photo Shoot: week of 5/13 Print Ship Date: 6/24

5. McCann Worldgroup 5 SENSORY GUIDELINES

16. McCann Worldgroup 16 F14 CONTENT STRATEGY

17. Business Objectives: 1)Increase penetration by inspiring millenials to make pancakes 2)Increase buy rate by helping people with versatile dinner ideas 3)Increase engagement & loyalty with simple ways to wow your family BQ.COM Role: publishing source for all original BQ content BQ Helps Give More Power to the wow PINTEREST Role: Inspire all the ways BQ can give power to the wow FACEBOOK Role: Filter & curate best of BQ ideas TUMBLR Role: curate best pancake content across the web INSTY Role: celebrate pancake wow creations & source content contributors TWITTER Role: help with emergency meal ideas, pancake fails, inspirational wow ideas PKG STORE BQ F14 AO CONTENT STRATEGY SEM/DISPLAY/VIDEO DISPLAY PPC/SPONSORED STORIES PRINT > FSI MAG BQ EMAIL Role: Best of?

18. Prototypical Print Month R/F TRP W18-34 w/ Kids: 52 / 2.1 / 110 W18-49: 42 / 2.0 / 82 W18+: 30 / 1.9 / 56 A18+: 20 / 1.9 / 37

19. McCann Worldgroup 19 BELIEVE IN CEREAL EXAMPLE

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