Preface
AS
DIVERSE
AS YOU
This campaign targets millennials who represent the progression of the Canadian population.
“…A lot of new Canadians have not grown up with the Schneiders brand because of the country’s multicultural diversity. Views of tradition have evolved over time.” - Adam Grogan, SVP of Marketing & Innovation at Maple Leaf Foods in an interview with Strategy Online Magazine.
“Millennials’ cultural diversity allows their food palettes to be open to adventurous and ethnic flavours.”
(Source: Group, The Hartman. “Millennial Food Shoppers and Diners: Spontaneous.
Flexible. Contradictory.” Forbes. Forbes Magazine, 30 Mar. 2016. Web. 01 Feb. 2017.)
Cultural diversity adds new flavours to our food experiences. For Canadian millennials, this means being able to mix flavours to create hybrid foods.
Increase the consumption of hot dogs among light-medium users. Reverse the rate of decline of the wiener category.
Solution
Insight
Ask
In a time where global animosity is growing, show millennials that Schneiders is synonymous with Canadian heritage; because nothing is more Canadian than celebrating diversity.
In 8 words or less,
what's your key message?
This campaign is divided into two phases:
Spring-like Summer
& Scorching Hot Summer.
Schneiders
Schneiders Youtube Pre-Roll
OOH
Transit ads along popular routes and/or stations: i.e Dundas, St. George, St. Patrick, Museum, Gardiner Expressway, Queen St. West, Bloor St. East etc.
15 second youtube pre-roll to digitally introduce the contest. Should be played for Canadian users with a history of watching: DIY cooking videos, summer festival trailers and anything to do with Canadian travel.
Pre-Roll
Get 5 key Canadian influencers to promote the contest by creating their own culturally inspired hot dogs and filling out the web submission form. Creates a SM challenge that users can participate in. Opens the conversation between Schneiders brand and millennials.
Social Media
Influencers
Continue the spread of the contest through owned media. Facebook custom ads for people who like anything to do with DIY foods, Canadian travel, global politics and affairs, Canadian politics etc.
Schneiders
Social Media
Phase 1: The "As Diverse As You" Contest.
Spring-like Summer (May 1st to June 21st)
In-Store
Shelf talkers to promote the contest in select stores (i.e Walmart, Freshco, Metro) across major Canadian cities. Placed in "cultural aisles" such as the Caribbean or the South Asian section.
Phase 2: The "Fusion of Flavours Tour".
Scorching Hot Summer (June 21st - August 31st)
![]](https://static.wixstatic.com/media/d6b10b_0cf8db9bb31140ee9638085db1cb3135~mv2_d_5400_3600_s_4_2.gif)
Launch 5 food trucks in 5 regions across Canada.
**(BC/AB, SK/MA, ON/QC, NFL/PEI/, NS/NB)
Trucks will travel to cultural, musical and sporting events around their designated region. Each food truck comes with a Photobooth which prints out hot dog personality onto take-away polaroid photos.
Experiential
Experiential
Launch
June 21st: 5 Social Media Influencers come back to Facebook Live Stream the first day of the food truck (from 5 different regions). Opportunity for nationwide promotion to millennials.
Schneiders
Social Media
Facebook geo-targeted ads based on region, letting millennials know the local Fusion of Flavours tour events they can attend.
Showcase the winners of the As Diverse As You Contest.
Schneiders packaging changes to showcase the 15 winners of the As Diverse As You Contest.
(5 regions, 3 winners each = 15 winners total)
Front: Image of Hot Dog, Title, Winner's Handle.
Back: Ingredients, Recipe and DIY Instructions.
In-Store
