Presented by: Advantage Advertising
Journalism 423 - Advertising Campaigns Honey Nut Cheerios
ACCOUNT MANAGER
Ryan Sproul
CREATIVE DIRECTORS
Hunter Little Anna Lichtie
MEDIA PLANNERS
Cole Brown Malcolm Schneider
RESEARCH ANALYSTS
Sean Raferty Austin Dirks
Advantage Advertising Journalism 423 Advertising Campaigns University of Wisconsin-Whitewater Professor Kranenburg Spring 2021
2 TABLE OF CONTENTS
Executive Summary…………………………………………………………………………….4
Research Summary……………………………………………………………………………..5
Situational Analysis Sections………………………………………………………………...6-15
Problems and Opportunities………………………………………………………………...16
Target Market Profle…………………………………………………………………………..17-19
Marketing and Communication Objectives……………………………………………….20
Marketing Communication Strategy………………………………………………………..21
Creative Strategy………………………………………………………………………………...22-23
Television Commercial Script………………………………………………………………..24-25
Radio Commercial Script…………………………………………………………………...... 26-27
Television Storyboard…………………………………………………………………………..28
Print Ads…………………………………………………………………………………………...29-31
Two-Thirds Ads…………………………………………………………………………………..32-33
Coupon Creative………………………………………………………………………………….34
Media………...…………………………………………………………………………………….35-49
Decision Rationale……………………………………………………………………………….50
Budget……………………………………………………………………………………………….51
Proposed Evaluation……………………………………………………………………………..52
Appendix…………………………………………………………………………………………...53-57
3 Executive Summary
Honey Nut Cheerios has been a family favorite since its release in 1979, with marketing and advertising eforts primarily targeting a family-focused audience. However, it is time to take a jump and pivot to a new audience. Through research, it has been proven that once an individual reaches the age of 65 their consumption of Honey Nut Cheerios cereal decreases. This is a huge opportunity to reposition the brand to reach a new segmented audience that has never been reached before. This campaign will utilize IMC tools including advertising, sales promotion, and traditional media to reach these individuals with a new message: When an older individual eats Honey Nut Cheerios, they are sent back to a time where they were young, full of life and energy. The campaign encourages its consumers to “Bee You”. Honey Nut Cheerios gives them a chance to feel this way every morning and start their day of right. The campaign will also run a series of media schedules starting on January 1st, 2022, running through December 31st, 2022. It will be necessary to evaluate the marketing as a whole at the end of the year when the campaign is completed.
4 Research Summary
Secondary Research
Advantage Advertising began conducting secondary research online using both Honey Nut Cheerios social media pages and websites. This helps to grasp the overall product. Next, it was important to utilize reputable databases such as Simmons and Statista to provide Advantage Advertising with the necessary information to create the foundation of the plan. This included key components to analyzing the company, consumer, market, product, and industry.
Primary Research
Afer the secondary research was completed, there were still several unanswered questions that needed to be solved, such as discovering why the consumption of Honey Nut Cheerios dropped when consumers reached the age of 65 years old? Advantage Advertising decided to create surveys for primary research. These surveys would provide more information on the demographic that will be targeted throughout this advertising campaign. The objective of the survey was to learn more about the age 65+ consumer’s interests, concerns, and preferences when related to breakfast. A survey was launched at Fairhaven senior home in Whitewater, Wisconsin. The physical survey was distributed among all the residents within the senior residence on March 11, 2021, and was collected on March 15, 2021. Over 80 surveys were completed and then analyzed by Advantage Advertising.
5 Situational Analysis
Company Analysis:
In 1866 a man by the name of Cadwallader Washburn opened the frst four mill in Minneapolis, Minnesota. The four mill was originally called Minneapolis Milling Company but would later come to be known as General Mills. The Minneapolis Milling Company ofcially changed its name to General Mills in 1928 afer the company consolidated with several other four milling companies across the United States. Within the frst fve months of General Mills’ conception, they accumulated over 27 diferent companies and found themselves in the position as the world’s largest four milling company. This growth came at the peak of the Great Depression in 1929. Many businesses saw their earnings and stock plummet during this difcult time, but not General Mills. In the midst of arguably one of the hardest times for businesses in American history, General Mills’ earnings grew exponentially and their stock remained stable. It was clear that General Mills was here, and they were here to stay. Over the years, General Mills has helped construct submarines for the U.S. Navy, created new toys, opened restaurants, and accomplished many other incredible feats. However, General Mills found their niche in consumer foods. (General Mills, 2021) General Mills was the original pioneer of ready-to-eat cold cereals. They invented the frst ready-to-eat cereal “Wheaties” in 1921. Afer the initial release of Wheaties, General Mills hit the ground running in the consumer foods market. In 1931 General Mills introduced Bisquick, the frst-ever baking mix, to U.S. consumers. General Mills then went on to release their second ready-to-eat cereal, Kix, in 1937. Shortly afer that, General Mills brought forth arguably their most successful and most popular creation ever in the history of the company. General Mills debuted Cheerioats
6 in 1941, later renamed to Cheerios in 1946. Cheerios would go on to become the number one ready-to-eat cereal in the United States. Currently, General Mills still holds the number one ready-to-eat cereal spot with their Honey Nut Cheerios brand. (General Mills, 2021) General Mills has now gone on to become a global company. Their brands, Cheerios, Betty Crocker, Blue Bufalo, Pillsbury, Häagen-Dazs, Annie's, and Cascadian Farm can be found in over 100 countries and six continents. While many companies have long, confusing, and ofen misleading mission statements that seem to deviate from what the company does, General Mills decided to keep it simple, yet powerful, with their mission statement. Taken from their website directly, General Mills’ statement is “Making food the world loves” and that’s just what they do. (General Mills, 2021)
Consumer Analysis:
Honey Nut Cheerios has been a grocery list staple for consumers since its frst day of sales in 1979. Currently, 21.4% of people in the United States who eat breakfast in the morning are eating Honey Nut Cheerios (Simmons, 2020). This is astounding! Almost a quarter of the United States population who eats breakfast are choosing to eat Honey Nut Cheerios. Out of the people who eat Honey Nut Cheerios, 49.2% are between the ages of 35-64, making them the most common consumer of Honey Nut Cheerios (Simmons 2020). The next most common consumer of Honey Nut Cheerios are people between the age range of 18-34, accounting for 31.5% (Simmons 2020). Finally, the least most common consumer of Honey Nut Cheerios are consumers aged 65+, who account for only 19.3% (Simmons 2020). Another interesting statistic is 71.2% of people who eat Honey Nut Cheerios for breakfast are caucasian (Simmons 2020). Afer a thorough analysis of secondary research taken from Simmons Insights, it was found that the most common consumer of Honey Nut Cheerios is:
7 - GENDER: Male - AGE: 30-34 - RACE: White - INDIVIDUAL EMPLOYMENT INCOME: $75,000-$99,000 - MARITAL STATUS: Presently Married
Market Analysis:
While Honey Nut Cheerios can be found in pantries across the United States, the cereal is more prevalent in some geographical regions than others. The state with the most Honey Nut Cheerios consumers in California. California consumers account for 12.9% of all Honey Nut Cheerios consumers (Simmons 2020). Since California has the highest percentage of Honey Nut Cheerios consumers, it would only make sense that the city in the U.S. with the highest percentage of Honey Nut Cheerios consumers can also be found there. Los Angeles, California is the city with the highest percentage of Honey Nut Cheerios consumers, accounting for 7.2% of consumers (Simmons 2020). California holds a very large percentage of Honey Nut Cheerios consumers considering that the next closest state with the most Honey Nut Cheerios consumers is Texas at 8.4% (Simmons 2020). All other states have under 6% of total Honey Nut Cheerios consumers. This follows the pattern of population per state. The breakfast cereal market as a whole is projected to increase annually by 2.54% in the coming years. In terms of global comparison, most revenue generated from breakfast cereals is done in the United States. (Statista, 2021)
8 Product Analysis:
Honey Nut Cheerios is one of General Mills’ best-selling breakfast cereals since being introduced in 1979, selling approximately 1.8 million cases in just its frst year of being launched (General Mills, 2021). The box is so recognizable to its consumers that General Mills desired to trademark their signature yellow color. It claims to be a healthy cereal, providing its consumers with essential vitamins and minerals needed daily. The American Heart Association recognized the nutritional benefts of Honey Nut Cheerios and certifed the product, giving consumers confdence in knowing that they are making a good decision for their body when they choose to buy Honey Nut Cheerios. The cereal is available to purchase in various sizes including single-serve bowls, a most common size of 10.8oz, and family size which is 19.5oz. Honey Nut Cheerios can be found in most grocery retail stores or online. A few big names where you can fnd them are Walmart, Target, Amazon.com, and Kroger brand stores. Most convenient stores and pharmacies such as Walgreens and CVS also carry the product. If a consumer needs a box of Honey Nut Cheerios, there is a good chance that they do not have to look far to fnd one. Honey Nut Cheerios consistently advertises their cereal as being heart-healthy. The brand also emphasizes family and the importance of eating a nutritional breakfast together. Another consistency that the brand has kept since the launch of Honey Nut Cheerios in 1979 is their mascot, Buzz the Bee. (General Mills, 2021) In 2021, Honey Nut Cheerios launched a new campaign titled “Have a Change of Heart”. Commercials from this campaign show characters such as a drill sergeant and mob boss, who are typically perceived as mean or grumpy, acting happy and positive. Buzz the Bee then comes in to mention that the reason for their sudden mood change was because they ate Honey Nut Cheerios. This campaign is still currently running and is a new way of approaching their traditional message of Honey Nut Cheerios being heart-healthy.
9 Competitive Analysis According to Sales:
Frosted Flakes
Launched: 1952
Headquarters: Battle Creek, MI
Ownership: Kellogg’s
Major Retailers: Walmart, Target, Amazon.com, Kroger Stores.
Price: $2.32/13.5 oz
Market Share: 3.86%
Average Annual Sales: $424,850,000
Other Information: ● Honey Nut Cheerios biggest competitor according to sales ● Uses a mascot, Tony the Tiger, in their branding and advertising, similar to Honey Nut Cheerios ● Encourages a healthy lifestyle by promoting exercise and getting active
10 Competitive Analysis According to Sales
Cinnamon Toast Crunch
Launched: March 5, 1984
Headquarters: Minneapolis, MN
Ownership: General Mills
Major retailers: Walmart, Target, Amazon.com, Kroger Stores.
Price: $2.99/12oz
Market Share: 3.65%
Average Annual Sales: $400,950,000
Other Information: ● Ranked #3 in sales behind Honey Nut Cheerios ● Emphasizes the sweet and favorful taste ● Uses a youthful appeal hoping to make the consumers feel fun, lighthearted, and excited
11 Competitive Analysis According to Product
Honey Nut O’s
Launched: 1993
Headquarters: Bentonville, AR
Ownership: Great Value
Major retailers: Exclusive to Walmart
Price: $2.93/21.6oz
Market Share: N/A (Private Label)
Average Annual Sales: N/A (Private Label)
Other Information: ● Also advertised as heart-healthy ● Promotion emphasizes natural ingredients and favors ● Signifcantly less expensive than Honey Nut Cheerios, driving consumer’s purchase decision
12 Competitive Analysis According to Product
Honey-Comb
Launched: 1965
Headquarters: Lakeville, MN
Ownership: Post
Major retailers: Target, Walmart, Amazon.com, Kroger Stores
Price: $2.88/12.5oz
Market Share: 3.82%
Average Annual Sales: $42,016,95688
Other Information: ● Advertises as “unique and playful” ● Currently running #BigHoney campaign to emphasize the big honey favor ● Heavy social media presence and engagement
13 Indirect competitors
It is important to remember that cereal is not the only type of competitor for Honey Nut Cheerios. Some of the main indirect competitors are foods such as cereal bars, traditional breakfast foods, and oatmeal. Recently, the energy nutrition bars market size has grown with an estimated $11.7 billion united states dollars in 2018. (Market Analysis, 2018) This number is exposed to climb over the next several years to almost 10%. Energy nutrition bars are a healthy choice and it is a quick and easy process to do if you're on the run or in a rush, which is one of the main reasons why one might choose it over cereal. Please see the graph below for further information. Oatmeal is another indirect competitor that holds a high share in the breakfast industry. It is a healthy choice with high nutrition, antioxidants in oats, colorectal, and great for blood pressure.
14 Industry Analysis:
Cereal has no doubt been a popular breakfast food for quite some time. Cereal revenue in the United States as of 2020 is $9.61 billion. (Statista, 2020). Looking into 2021, so far there has been an increase of 0.7% in industry revenue. Currently, there are 86 businesses in the cereal production industry, and 12,574 employees in the industry. Although supermarkets remain the top distribution channel for cereal, e-commerce is growing for cereal distribution. As of March 2020, e-commerce in the United States for cereal distribution has increased by 210%. Since 2016, the economy has grown, along with per capita disposable income. Also since 2016, the cereal industry revenue has increased at an annual rate of 2.2 percent. (Statista, 2020). Most recently, the worldwide pandemic known as the Coronavirus has impacted the cereal industry. Also known as COVID-19, this virus has afected e-commerce through cereal distribution. Consumers purchased more cereal online during the COVID-19 pandemic because they were eating breakfast at home. However, cereal revenue is expected to decrease afer the COVID-19 pandemic is over because fewer consumers will be eating breakfast at home and more people will be traveling.
15 PROBLEMS AND OPPORTUNITIES
Problem: Honey Nut Cheerios has been popular with families and all age demographics except for people ages 65 and up. Opportunity: Since people are living longer and represent signifcant opportunities for sales growth, create a new campaign to target people ages 65 and up.
Problem: Honey Nut Cheerios is not top of mind as a breakfast option among older adults and is ofen perceived as a cereal primarily for children and families. Opportunity: This gives the ability to create a new health message that explores all of the benefts that Honey Nut Cheerios has to ofer not just for families and children, but for people 65 and up.
Problem: People ages 65 and up are not currently eating Honey Nut Cheerios and may be more price-conscious than other consumers. Opportunity: Utilize sales promotion to foster trial and ofset price concerns.
Problem: Older adults can be found in large numbers in specifc regions of the United States. Opportunity: Utilize media and IMC tools in these specifc states where people ages 65 and up live.
16 Target Market Profle
The two individuals shown above are John and Sarah. They have been happily married for ffy years. John and Sarah have lived in the same house that they own in Tampa Bay, Florida ever since they retired from their professions. John worked as an assembly line worker for 47 years and Sarah taught middle school math for 40 years. They love to go on walks on the beach and work on crossword puzzles together. When they are not spending time with their children and grandchildren, they are enjoying the company of their close friends who live nearby.
17 Target Market Profle (continued)
Demographics:
● People ages 65 and up.
● Married
● Middle Class
● Retired
● High School Graduates
● Owns a condominium
Psychographics:
● Enjoys reading books and newspaper
● Watches television
● Likes leisurely activities
● Values time with friends and family
When analyzing the target audience in terms of psychographics, Advantage Advertising learned that this particular group of people enjoy interactive and engaging activities. At home, this includes such as reading books, newspapers, and doing puzzles. When they choose to spend time outdoors, it ofen is going for walks or participating in
18 a sport such as golf. When they are unable to be with friends and family, they will ofen watch television in their free time as well.
Geographics:
● This target market lives in
○ Arizona
○ Texas
○ Florida
○ California
It is not uncommon for retired individuals to spend their time in a warm state once they are no longer obligated to stay in a specifc area due to employment. It is important to note that the states of Arizona, Texas, Florida, and California are where the greatest population of people ages 65 and up live. Of this age demographic, only 2.3% eat cereal in Arizona, 7.6% in Texas, 6.5% in Florida, and 5.3% in California.
19 MARKETING OBJECTIVES
● Afer the duration of the campaign, increase market share by 1%.
● Increasing sales in targeted areas such as Texas, Florida, and California.
● Have Honey Nut Cheerios product sales be increased by 1%.
COMMUNICATION OBJECTIVES
● Reposition the current Honey Nut Cheerios brand
● Raise awareness by 50% among the target audience that Honey Nut Cheerios
provides essential nutrients so they can feel good and be themselves.
● Create top-of-mind awareness of Honey Nut Cheerios within the target market
when they think of the cereal industry.
20 Marketing Communication Strategy
Advertising
Advertising is an important asset to this campaign because it allows Advantage Advertising to tell a story. The target audience of individuals ages 65 and up to watch a great deal of television daily. This gives the campaign the ability to reach the target market with the desired message from the comfort of their homes.
Sales Promotion
Sales promotion is a part of the campaign that will be implemented in the form of coupons. Those in the target age demographic are cost-conscious individuals so Advantage Advertising believes that this will help to encourage repeat customers and cater directly to the needs and wants of the target audience.
21 CREATIVE
22 Creative Strategy
Strategic Focal Point
Research revealed people ages 65 and up consume signifcantly fewer portions of Honey Nut Cheerios than those who are younger than them. It also revealed that people in this older age category want to be confdent that their breakfast choice is going to fuel them to feel good and be themselves. To satisfy these needs, Honey Nut Cheerios will emphasize its targeting to this age group with a message that its cereal has great nutritional value to help them gain their confdence back and stay feeling like themselves.
Positioning Statement
To individuals ages 60 and up, Honey Nut Cheerios is a healthy breakfast food that provides daily nutrients because it has essential vitamins and minerals to keep them from slowing down so they stay feeling like themselves, even in their older age.
Big Idea
When an older individual eats Honey Nut Cheerios, they are sent back to a time where they were young, full of life and energy. Honey Nut Cheerios gives them a chance to feel this way every morning and start their day of right.
Slogan:
“Bee You”
23 COPY MANUSCRIPT
Client: Honey Nut Cheerios Writer: Anna Lichtie Date: April 15, 2021 Job Title: :30 TV Commercial Commercial Title: Bee you
______
VIDEO AUDIO
MS: OLD MAN WAKES UP TO SFX: (ALARM) ALARM
CU: OLD MAN STOPS THE ALARM SFX: (“YOU MAKE ME FEEL SO YOUNG” BY FRANK SINATRA )
MS: OLD MAN REACHES FOR BOX OF CHEERIOS
CU: NEXT TO BOX IS A PHOTO OF HIM YOUNG WITH GOLF CLUBS
CU: ZOOM IN AND SEE YOUNG BOY AT GOLF LESSONS
ZOOM BACK OUT TO OLD MAN GRABBING HIS CLUBS AND PUTTING ON A HAT
MS: OLD MAN AND FRIENDS VO: Honey Nut Cheerios wants you to never stop LAUGHING ON GOLF COURSE being you and feeling like you. TOGETHER
CG: HONEY NUT CHEERIOS LOGO VO: That’s why we make our cereal with the essential vitamins and minerals you need to
24 conquer your day, in any way. VO: Honey Nut Cheerios, Bee you. -30-
25 COPY MANUSCRIPT
Client: Honey Nut Cheerios Writer: Anna Lichtie Date: April 15, 2021 Job Title: :30 Radio Commercial Commercial Title: Bee you
______
SFX: (VIDEO TAPE REWINDING)
SFX: (YOU MAKE ME FEEL SO YOUNG INSTRUMENTAL UP AND _ ____ UNDER)
MALE VOICE: Those were the days, right, honey?
FEMALE VOICE: Yes, I never want to lose that feeling!
MALE VOICE: We used to dance to our song for hours and I’d spin you around and-
SFX: (RECORD SCRATCHING)
NARRATOR: Don’t get caught up reminiscing on old times like they can’t happen again.
NARRATOR: Honey Nut Cheerios wants you to never stop being you and feeling like you. That’s why we make our cereal with the essential vitamins and minerals you need to feel your best.
SFX: (YOU MAKE ME FEEL SO YOUNG FRANK SINATRA)
MALE VOICE: Honey, would you like to dance? I still got my moves!
26 FEMALE VOICE: You don’t have to ask me twice!
NARRATOR: Start your day of right with a bowl of Honey Nut Cheerios. Honey N Nut Cheerios, Bee You.
27 STORYBOARD
28 PRINT ADS
29 30 This ad will be printed and distributed through newspapers and is designed to take up a full page. The coupon on the bottom can be cut out and used for a discount on a box of Honey Nut Cheerios. The coupon was created to increase sales as well as track the efectiveness of the campaign.
31 TWO-THIRDS AD
32 33 This ad will be printed and distributed through newspapers as well, except these are designed to only take up two-thirds of the page. The coupon on the bottom can be cut out and used for a discount on a box of Honey Nut Cheerios. The coupon was created to increase sales as well as track the efectiveness of the campaign.
34 MEDIA
35 Media Objectives
● Reach 75% to 80% of people ages 65 and up twice a week for the frst quarter. ● Maintain a 60% reach, twice a week throughout the campaign.
36 Media Strategy
Target Market ● Age: 65 and up ● Gender: Male & Female ● Location: Arizona, Florida, Texas ● Income: Low/ Middle Class
Media Classes
Primetime Television ● The average American watches 4 hours and 30 minutes of TV a day (Statista, 2021) ● Studies show that the average American over the age of 65 watches 7 hours and 14 minutes of TV a day, more than any other age group by a wide margin. (Statista, 2021) ● Major broadcast networks such as FOX, CBS, and NBC has a much wider reach than any other media source with the average primetime television show having around 169,500,000 viewers (Statista, 2020)
37 Radio ● While radio ads don’t reach as many people as they used to, the average American still listens to 1 hour and 42 minutes of radio every day. (Statista, 2019) ● Radio is still very common in the target audience’s daily lives with ages 65+ being the 4th most common radio listeners. (Statista, 2020)
Newspapers ● The average age of American newspaper readership is 53.5 years old (News Media Alliance, 2017) ● 65% of community market adults say newspaper ads are infuential in making purchasing decisions. (National Newspaper Association) ● Newspapers with the highest circulation have the highest readership.
Point of Purchase ● Research has shown 70% of purchases are decided upon afer entering the store. (Display Mode, 2021) ● Food and groceries are the most common impulse purchase with 47% of purchases being impulse.
Coupons ● Baby Boomers (ages 55+) are most likely to use coupons with 96% according to a study by PRRI. ● 93% of U.S. shoppers cite discounts and ofers as important factors when deciding whether or not to purchase from a retailer or brand (Criteo) ● 53% of U.S. shoppers clip coupons at home and use them in-store (Criteo)
38 Media Mix
This campaign is highly centered around advertising. Honey Nut Cheerios has already positioned itself as a premium cereal in the market, but capitalizing on the heart-healthy benefts directed at this older generation will encourage them to consider buying the product. Advertising will allow Advantage Advertising the opportunity to position the product in the way that is desired to express the new message. The majority of the budget will be used for TV commercials because it warrants the best chance to display the message of heart-healthy foods, and maintaining energy to the target audience. Studies also show that the average American over the age of 65 watches 7 hours and 14 minutes of TV a day, more than any other age group by a wide margin. With TV being extremely visual and common in everyday life, this will be the best way to present it. Newspaper advertising will take up about 30% of the budget. Newspapers are a great source of media because it’s proven that the target audience is still very engaged with this media. The average age of a newspaper reader is 53.5 years old. Newspapers are also read for leisure, relaxing, and, typically, a newspaper tends to stick around the house or ofce for a while. This gives the ability to reach this audience consistently where they’re proven to consume media. Radio ads will take up about 5% of the budget and will air in 5 of the most elderly populated cities across the United States. The target audience is still quite engaged with this media source as well with 83.7% of people ages 65+ listening daily. It’s also proven that much of the target audience let their radio play throughout the day in their homes, allowing an all-day opportunity to reach this generation. Radio advertisements are still very informative and reach the desired targets.
39 Media All-day Timing
The “Bee You” campaign is going to be heavily focused on year-long advertising. All of the diferent mixes will be going on at diferent times of the year to ft the target audience’s lifestyle. For television, there will be ads placed on shows such as FBI (CBS), Chicago Med (NBC), and NCIS (CBS). There will be television ads released during the colder months of the year as the target audience tends to stay inside during these months of the year. These ads will be shown more frequently seen during these times rather than in the warmer months. The radio ad will air on the talk show networks during football season and a few months before election day (September- February). The music stations will air afer the NFL season and into the warm summer months (March-August). Thus, the radio ads will be airing all year long, with diferent stations at diferent times. The target audience enjoys listening to the radio all the time, and the frequency will be high throughout all the months. Newspapers are something that is still popular among the target audience. Because of this, advertisements will be placed in newspapers every other month leading up to July, which then will be switched to every month. Since the target audience prefers television and radio in the colder seasons, the focus will not be spent on the eforts towards newspaper advertisements.
40 Media Tactics
The Honey Nut Cheerios “Bee You” campaign is heavily centered around advertising, to reposition the product in the new target audience’s mind. According to Nielsen’s 2020 television ratings, FBI (CBS), and Chicago Med (NBC) were both in the top 10 rated television shows for adults 60 and up. According to Forbes, Hannity (FOX) ended the quarter as the highest-rated show in cable news, with an average total audience of 4.45 million viewers, as well as having the median viewer age of 65 years old. This lines up with the “Bee You” campaign perfectly because of the presence of the selected target. Purchasing spots for these top-rated shows will efectively reach the target market. NCIS (CBS) is the second-highest-rated consumer TV show among the target audience with a total viewership of 15.4 million viewers and a median age of 60. For these reasons, Honey Nut Cheerios has put aside a portion of the budget to have one advertisement play during the frst commercial break of the show. This will reach the targeted amount of viewers and display the product’s benefts in a creative and visually appealing way. Studies have shown that the target audience is still very engaged radio listeners with 83.7% of people ages 65+ listening daily either when they’re driving, or listening throughout their homes. The radio buys are based on the topmost elderly populated counties across the country, to reach as many people in the target audience as possible and where more commuters will be going in and out of the city. Honey Nut Cheerios radio ads will be heard on a total of 8 radio stations in the cities of Orlando, Tampa Bay,
41 Phoenix, and Houston. One station in each city will be for AM news/ sports talk radio for elders who might still be commuting for work. The other station will be an FM oldies radio from the ’60s, ’70s, ’80s which is what the target audience listens to in large, to get the message across while they’re relaxing at home or in the car with kids. This will efectively reach the targets whether they’re on the way to work, running errands, or relaxing at home. The radio ads will air on the talk show networks during football season and on political shows a few months before election day (September- February). The music stations will then air afer the NFL season and into the warm summer months (March-August). The choices in newspapers for the “Bee you” campaign are completely based on consistent readers and the average age of those readers. USA Today leads the US in total newspaper circulation with 1.6 million readers every day and an average readership age of 58 and will cover the northeast demographic. The Arizona Republic is the 12th most circulated newspaper with 433,000 readers every day and with an average readership age of 60. It is also Arizona’s largest newspaper which will work to the advantage with much of the target audience living there and will cover the southwest demographic. Lastly, The Tampa Bay Times is the 10th most circulated newspaper in the country and the #1 in Florida, with a daily readership of 556 thousand, with the average age of their readers being 61. With the Tampa area being the most elderly populated, this newspaper will help establish a presence in the homes of the target audience and will cover the southeast demographic. All of these newspapers are within the top 15 read newspapers in the US and will help maintain a presence through their large circulation rates. Applying media channels that support the older generation maintaining a healthy lifestyle will help position Honey Nut Cheerios as a premium brand that cares about the health and well-being of elderly individuals.
42 Media Calendar
43 Television Buy
44 Radio Buy
45 Newspaper Buy
46 Additional Research
TV Networks ● The average TV ad costs $115,000 for a 30-second commercial on a national network—and that's on top of production costs, which average around $2,000 to $5,000 on the low end. ● NEWS NETWORKS- Fox News posted the best results -- with $17,879 for an average 30-second commercial -- while MSNBC came in at $11,078 and CNN was at $10,233, according to SQAD, the TV advertising pricing data company. Radio ● The average set up for a radio ad usually costs between $300-$1,000 ● The average cost of media is $3-$500 per 60-second ad ● The best periods are in morning and afernoon commutes to and from work.
Newspaper ● The cost of newspaper ads varies depending on the circulation of the paper and the size of the ad. ● Setup cost can range anywhere from $11 to 1 mil depending on size and color. ● Usually costs around $113,000 per ad depending on size and color. ● A lot of newspaper options may be cheaper, but without the same engagement as the Internet, the cost of newspaper ads is still comparatively high.
47 SALES PROMOTION
● Have Honey Nut Cheerios coupons available in the newspaper ● Have a cut out on the box, and when individuals collect 5 box tops, they send it to General Mills and receive a coupon for a free box of Honey Nut Cheerios sent back to the individuals. ● Have a promotion where if people buy one box of Honey Nut Cheerios, they can get a second box for 10% of. ● Have a promotion that if an individual buys a box of Honey Nut Cheerios then they will be given a code. This code allows them to enter a drawing for $25.
48 Campaign Calendar
49 Decision Rationale
Television: The target audience will be directly reached through cable television. Placing ads on cable television is relatively inexpensive and can reach many diferent viewers. These ads will be displayed on appropriate channels that the audience watches ofen. Then also placing them at efective periods to where the audience will be watching.
Radio: Radio stations will also be another way to reach the target audience. Placing ads on the radio is also relatively inexpensive and will reach the target audience efectively. The demographic enjoys listening to the radio and so there will be ads on popular channels with the age group and at times they listen most ofen.
Newspaper: As newspapers are slowly becoming less useful for advertisement today, research has shown that the target audience still reads the newspaper ofen, and is ofen a source of their daily news. Thus, newspapers will come into play with the advertising campaign. Advertisements will appear in a staggered form, so they can keep being reminded about Honey Nut Cheerios.
Sales Promotion: Sales promotion will be a helpful tool to use that will attract the customers to come back for more afer they’ve already purchased. Coupons will be placed inside the boxes of Honey Nut Cheerios, which will lead the consumer to then continue to get Honey Nut Cheerios, as they always have coupons for it.
50 Budget
● $14.5 million in total is estimated to be spent on advertising throughout this campaign. ● $10 million is estimated to be spent on television advertisements because the average American over the age of 65 watches 7 hours and 14 minutes of TV a day, more than any other age group by a wide margin. This will be the best way to present ideas in a visually appealing way. ● $4 million is estimated to be spent on print/newspaper advertisements because it's proven that the selected target is still very engaged in this media, and has a tendency to stick around in the house/ ofce. ● Roughly $700 thousand is estimated to be spent on radio advertisements, because it’s proven that people let the radio play throughout the day in their homes, giving Honey Nut Cheerios an all-day opportunity to reach the selected targets. While radio ads are not as visually appealing, it still reaches desired targets in an informational way.
51 Proposed Evaluation
Evaluating the efectiveness of this campaign is a crucial step once the campaign has concluded. It is important to have measurable elements so that data will be able to determine if the goals and objectives of the campaign have been achieved. One way to do this is to collect data on the gross sales and proft of Honey Nut Cheerios before, during, and afer the campaign. Using sales promotion is a prime component of this campaign. Coupons provide Honey Nut Cheerios with data that can be collected directly from the response rates. Having these coupons on both the product and in newspapers with diferent UPCs will assist in determining which medium was most successful when it comes to reaching the target audience. As for television and radio, Advantage Advertising will analyze the success rate of the commercials by the ratings from each station or channel. This data will tell how many people were watching or listening and were exposed to the advertisements. By making and distributing coupons, the efectiveness of the campaign can be measured by tracking how many coupons are redeemed versus how many were printed. To test if the communication goals were met, a post-evaluation survey will be distributed to those who meet our target profle description. The data collected before the survey will be compared to this post-evaluation survey to determine success.
52 APPENDIX
● Richter, Felix. “Infographic: The Generation Gap in TV Consumption.” Statista
Infographics, 20 Nov. 2020,
www.statista.com/chart/15224/daily-tv-consumption-by-us-adults/.
● “Tops of 2020: Television.” Nielsen,
www.nielsen.com/us/en/insights/article/2020/tops-of-2020-television/.
● MRI-Simmons. (2018). Spring 2018 NHCS adult study 12 month [Breakfast
foods/cereals eaten in the last 30 days by demographics - age, household income,
state code, military status, assisted living status] [Data set].
https://simmonsinsights.com/
● Breakfast cereal market Size, Share: Industry Trend report 2018-2025. (2018,
March). Retrieved April 15, 2021, from
https://www.grandviewresearch.com/industry-analysis/breakfast-cereals-market
● Department, P., &13, N. (2020, November 13). U.S.: Brands of breakfast cereal
(cold) EATEN 2014-2020. Retrieved March 15, 2021, from
https://www.statista.com/statistics/282000/us-households-brands-of-breakfast-ce
real-cold-eaten-within-7-days-trend/
53 ● Demographics of social media users and adoption in the United States. (2021,
April 7). Retrieved April 15, 2021, from
https://www.pewresearch.org/internet/fact-sheet/social-media
● Cheerios. General Mills. (n.d.).
https://www.generalmills.com/en/Brands/Cereals/cheerios.
● Sugden, K. (2016, October 17). Honey nut cheerios: From fanker to favorite: A
taste of general mills. Retrieved April 15, 2021, from
https://blog.generalmills.com/2016/07/honey-nut-cheerios-from-fanker-to-favori
te/
● Honey Nut Cheerios Reviews. (n.d.). Retrieved from
https://www.google.com/shopping/product/3952763053333600653?q=honey%2Bn
ut%2Bcheerios&rlz=1C1SQJL_enUS881US881&sxsrf=ALeKk010fbd0uA
_peRdyA6DlOKnqcenU6Q%3A1614663147881&prds=opd%3A2815710154301
373562&sa=X&ved=0ahUKEwj_2Img85DvAhUMVs0KHUXfAiMQlIUHC
EMoBg
● Honey nut cheerios: Gluten-free oat cereal. (2021, March 31). Retrieved from
https://www.cheerios.com/products/honey-nut-cheerios/
● Weak snacks demand, INTERNATIONAL challenges hit General Mills sales.
(2019, September 19). Retrieved April 15, 2021, from
https://www.cnbc.com/2019/09/18/weak-snacks-demand-international-challenge
s-hit-general-mills-sales.html
54 ● Becket, X. (2020, October 01). The cost of ADVERTISING NATIONALLY broken
down by Medium (2019). Retrieved April 2, 2021, from
https://www.webfx.com/blog/business-advice/the-cost-of-advertising-nationally-
broken-down-by-medium/
● U.S. population: How many portions of Post Honeycomb cold breakfast cereal
have you eaten in the last 7 days? (2020, November). Retrieved April 28, 2021,
from
https://www.statista.com/statistics/289039/amount-of-post-honeycomb-cold-brea
kfast-cereal-used-in-the-us/
● Cereal Bar Market Size, Share Industry Trends Report, 2019-2025. Cereal Bar Market
Size, Share | Industry Trends Report, 2019-2025. (n.d.).
https://www.grandviewresearch.com/industry-analysis/cereal-bar-market.
● Making Food People Love. General Mills 150. (n.d.).
https://history.generalmills.com/the-story.html.
55 Survey
1. What is your favorite breakfast food?
2. Do you eat breakfast as soon as you wake up?
3. In rank of importance (1 being most important and 4 being least important),
rank how important these values are when you purchase cereal. (Sweet taste,
afordability, low cholesterol, natural ingredients.)
4. It is important to me that I monitor my nutritional intake.
5. Do you think Honey Nut Cheerios is a healthy cereal?
6. In rank of importance (1 being most important and 5 being least important),
rank how important these nutritional values are to you. (Calorie Count, Total Fat,
Sodium, Cholesterol, Vitamins)
7. What brand of cereal is the healthiest to you?
8. How do you spend your free time?
9. On a scale of 1-5 (1 being not important at all and 5 being very important), how
important is spending time babysitting?
10. What is your favorite breakfast food?
11. Do you eat breakfast as soon as you wake up?
12. In rank of importance (1 being most important and 4 being least important),
rank how important these values are when you purchase cereal. (Sweet taste,
afordability, low cholesterol, natural ingredients.)
13. It is important to me that I monitor my nutritional intake.
56 14. Do you think Honey Nut Cheerios is a healthy cereal?
15. In rank of importance (1 being most important and 5 being least important),
rank how important these nutritional values are to you. (Calorie Count, Total Fat,
Sodium, Cholesterol, Vitamins)
16. What brand of cereal is the healthiest to you?
17. What brand of cereal is the healthiest to you?
18. On a scale of 1-5 (1 being not important at all and 5 being very important), how
important is spending time babysitting?
Link to Survey: https://bit.ly/3b1ScZM
57