Habanero House Hot Sauce Client Brief SS PDF

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Case study - habanero house hot sauce client brief...

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ADVG54804: Advertising, Sales Promotion and PR

HABANERO HOUSE Hot Sauce Your agency is developing a Marketing Communications strategy and presentation for a three-month launch campaign of HABANERO HOUSE hot sauce, a new product being introduced into the Canadian marketplace. HABANERO HOUSE’s Director of Marketing has tasked you to convince their target market that eating hot sauce doesn’t mean you have to make sacrifices on taste. HABANERO HOUSE hot sauce is the side-kick to your favourite foods, giving your meal heat with an added treat. The goal of this campaign is to launch HABANERO HOUSE into the Canadian marketplace and achieve brand recognition. The popularity of spicey sauces is driven by the consumer’s desire for indulgences that provide taste, not overpowering heat. Currently, the most popular, conservative tasting brand in North America is FRANK’S RED HOT SAUCE. According to Fortune Business Insights, the hot sauce industry is projected to rise from USD $2.29 billion globally in 2018 to USD$3.77 billion globally by 2026 showing a compound annual growth rate (CAGR) of 6.5% within this period, listing North American sales totaling USD $1.02 billion. The growth of hot sauce sales can be attributed to the following factors: 1. Increase in the tourism and hospitality sector worldwide has intensified the internationalization of cuisines. 2. Consumers are seeking out new and bold ethnic flavours. 3. The gourmet cooking trend among younger consumers has continued to broaden the varieties of hot sauces available on grocery store shelves. 4. The increase in the immigrant population, combined with increased familiarity of regional cuisines, is contributing to the uptick in sales. 5. The vigorous snacking trend has encouraged consumers to try out spicier versions of sauces and condiments, favouring the hot sauce market share. Fortune Business Insights, July, 2019. FRANK’S RED HOT SAUCE spends more than any other brand on advertising with their most famous television tagline “I put that S%@t on everything” bringing widespread attention to the brand. In 2012 FRANK’S used brand ambassadors to help improve sales in underperforming markets by initiating their first mobile tour, a 10-month journey through 25 American States with over 250 stops. Using branded trailers and sales booths, the team visited major sporting events, state fairs, college campuses and retailers to offer product samples and opportunities to win prizes. Pictures of consumers sampling the sauce, known as “Frank Yourself”, were shared on the FRANKS’S RED HOT SAUCE branded microsite. The hot sauce market is seeing a trend of smaller entrepreneurial spicey condiments entering the category. Each vying for market share through shelf placement in niche grocery retailers, or sampling opportunities at local Rib Fests, One-Of-A-Kind craft shows, and food exhibits. Unlike FRANK’s RED HOT SAUCE, whose main ingredient is aged cayenne red pepper, HABANERO HOUSE uses a combination of habanero and jalapeno peppers to offer a flavourful spicey sauce that doesn’t overpower the taste of your dish. Management is confident that a proper integrated marketing communications strategy can quickly win HABANERO HOUSE a lucrative 5% of the Canadian hot sauce

market. HABANERO HOUSE offers only one flavour in it is sold in 354 ml glass bottles at a retail price of $3.29 per bottle. HABANERO HOUSE is wondering which consumer demographic to target with their campaign. The young-adult market seemed interesting, as these consumers are just graduating college or university and starting to try new things. Or potentially they should target women, aged 30-49 who are the primary purchasers of these products for their household. Alternatively, should they run their campaign to target men, the primary consumers in the household? There are several options to consider, and HABANERO HOUSE is looking for your recommendation. Your communication strategy must convince the consumer that HABANERO HOUSE is their gourmet sidekick, providing the taste and heat they need to create the perfect dish that matches their lifestyle and persuade the target market that HABANERO HOUSE is the only hot sauce that understands them. Your task is to translate a $1.5 million-dollar budget into an IMC strategy that connects this confident, bold, genuine and ambitious brand to its target market in an authentic and meaningful way. The threemonth launch campaign is to be in market by April until June 2022. https://www.fortunebusinessinsights.com/industry-reports/hot-sauce-market-100495 https://www.eventmarketer.com/article/franks_tour/...