C R E A T I V E

JILL BAKER
ACCOUNT MANAGER

CORTNEY REBER
ACCOUNT MANAGER / DESIGN

BRENNAN MAGNUSSON
ACCOUNT PLANNER

NATHAN MAINS
MEDIA PLANNER

STEVEN MONSON
ART DIRECTOR

BRIANNE HERR
COPYWRITER / EDITOR

SYDNEY BAYLON
SALES PROMOTION/ / CREATIVE

NADIA NAJDAWI
PRODUCTION DIRECTOR / CREATIVE
TABLE OF CONTENTS
EXECUTIVE SUMMARY................................1
OBJECTIVES..................................................2
SWOT ANALYSIS..........................................2
STRENGTHS...................................2
OPPORTUNITIES...........................2
THREATS........................................2
WEAKNESSES................................2
INDUSTRY ANALYSIS...................2
RESEARCH.....................................................3
TARGET AUDIENCE......................................3
POSITIONING STATEMENT.........................3
BIG IDEA........................................................4
PROMOTIONAL STRATEGY........................4
CREATIVE......................................................5
CONCEPTS.....................................5
POINT OF SALE.............................5
EVENTS..........................................5
COUPONS......................................6
WEB/ NEW MEDIA........................7
MAGAZINE.....................................8
OUTDOOR......................................9
MEDIA............................................................10
OBJECTIVES...................................10
STRATEGY......................................10
PUBLIC RELATIONS.....................................12
CHARITY.........................................12
MEDIA SCHEDULE.......................................13
EVALUATION.................................................15
APPENDIX.....................................................15
 EXECUTIVE SUMMARY
EXECUTIVE SUMMARY
Situational Analysis
Kingsford Charcoal is a very well-known brand and
not just to the die-hard grill users. It has a strong
backing from its parent company, Clorox. Nova’s
objectives are to increase brand awareness, obtain
and maintain more loyal charcoal grill users, and
to remind consumers about the overall advantage
of using Kingsford Charcoal.
Research
No campaign can be effective without a strong
research backing. Nova Creative began with
primary research involving our target all over the
United States. Using this information we then
used various internet and other secondary sources
to solidify our primary research. We utilized all we
learned and based our creative ideas from these
sources.
Target Audience
Our research led us to a very solid idea of just who
and what our target market included. They are
males age 25-34. They are married with families.
These men work in upper blue-collar jobs and
make around $40 grand a year. These men are
a man’s man. They watch sports, hang with the
family, and happen to like a char grilled steak with
a cold beer. With these as our strongest market we
named them the “Family Guys.”
1
Big Idea
Positioning Kingsford as necessity to any outdoor
activity is vital to the success of this campaign.
We will thus be using both outdoor and “indoor”
advertising. Our advertising takes a Post Modern
feel that speaks to the Family Guys. They are ads
that create a feeling of both nostalgia and joy.
Our main idea is to make them say “It’s Better with
Kingsford.”
Creative Strategy
The creative of this campaign is the meat of what
makes this campaign effective. Kingsford is already
known as the leader in charcoal. We want them to
be known as the leader in all the land of grilling.
Utilizing strong media such as outdoor billboards,
magazines and online banner ads we hope to
accomplish this. With a strong online presence and
event sponsorships, our Family Guys will make the
move to Kingsford. We will also an online contest
that will pull them to our online sites.
Media Plan
Creating a national campaign with a mere $5 million
wasn’t ideal, but we at Nova knew that we could
still create a strong, effective campaign. We plan to
distribute our media beginning in May 2010 with a
strong presence during the summer grilling season.
Evaluation
We will be evaluating our campaign using the
web site, coupons, contest, and sales. Nova
Creative realizes the advantage to obtaining and
maintaining loyal Kingsford Charcoal users.
 OBJECTIVES ANALYSIS 2

1. Increase brand awareness by increasing traffic to
the www.kingsford.com website by 15%
2. Increase the opinion among charcoal users that
Kingsford will create a better grilling experience
3. Increase sales of Kingsford Charcoal by 5% over
one years time (2010-2011)
S.W.O.T. ANALYSIS
Strengths
Very well known national brand
Strong brand awareness
Loyal customers
Reputation of high quality
Strong backing with parent company (Clorox)
Better taste is created when using Charcoal
Trusted household name
Variety of bag size, lighting time, and taste
Lower prices than competitors
Weaknesses
No major campaigns since 1998
Heavy weight resting on Kingsford as the primary
revenue for The Clorox Company
Seasonal Product (Memorial Day – Labor Day)
Under stocking in retail stores quickly leads to
shortages.
Expanding is difficult and takes years to build new
plants
OBJECTIVES / ANALYSIS
Industry Overview
There are many brands of charcoal. Some of the
more popular ones are Royal Oak and store brands
such as Western Family or Wal-Mart’s Great Value
and Kingsford, which currently holds 80% of the
market share. Charcoal as a whole has taken a hit in
the recent decade. The use of gas and propane grills
has pulled away charcoal business in recent years
leaving sales of charcoal lower than previous years.
Another factor in the lagging sales has been the lack
of advertising. Kingsford needs to improve sales in
order to continue to be a contender in the battle
against gas and propane grills.
Company Profile
Kingsford Charcoal is part of The Clorox Company
with Kingsford generating 9% of Clorox’s revenues.
Kingsford comes in a variety of bag sizes, flavors, and
fire speeds. They are sold in many stores including
Wal-Mart, drug stores, and club stores. As such an
integral part of The Clorox Company, Kingsford’s
revenues are in direct correlation with the success or
failure of the company each fiscal quarter.
Brand Evaluation
The brand of Kingsford is easily associated in most
people’s minds with charcoal. Although there are
other brands, Kingsford is the strongest.

Opportunities
Sports are a big interest among the Family Guys. Using
baseball, March Madness, or other upcoming events
will pull them to Kingsford.
Grilling is fun and thus Kingsford is seen as a fun item.
Raising prices is an option if done smoothly
30% of all sales of Kingsford come from impulse
when people are buying meat, grilling accessories,
etc. Partnering with these items can increase sales of
Kingsford Charcoal.

Threats
During recessions, people tighten their wallets
on fun items and Kingsford is not often seen as a
necessity
Bad weather and cold summers put a strain on sales
Gas grilling has increased over the past decade
taking away sales from charcoal and thus Kingsford
Charcoal is seen as less convenient than gas grilling
Private labels are increasing in the charcoal market
 RESEARCH
RESEARCH / TARGET
In order to better represent Kingsford Charcoal,
Nova Creative has conducted a survey along with
extensive secondary research to ensure that we are
targeting the right people, with the right message,
in the right places and at the right times. The
results from the survey helped to shed light on the
habits of grillers across the country and coincided
with the secondary research we received from
companies such as Mintel and Mediamark.
The Survey
The survey was conducted from January 20th
through February 2nd. We received in total
137 responses to the survey from many states
throughout the U.S. including Virginia, Maryland,
Texas, California, Idaho, Washington and Florida.
The responses show that white families with heads
of household between the ages of 35-55 and a
household income above $75k were most likely to
own and use a grill. But this age group was more
likely to use propane or other liquid fuels over
charcoal. Households that use charcoal are usually
young families, where the heads of household are
between the ages of 35-45 and have a household
income between $25k – 50k.
Secondary Research
Mintel (from the 2007 report on Barbeque Grills)
Mintel’s report verified that the primary market is
the same as above and shows a similar market for
those who use charcoal, citing that as the market
ages and reaches its peak income earning years
they are likely to “upgrade” to a gas grill, which
often is more expensive and comes with more
features. Essentially it is cooler to use gas, as well
as easier to use.
Another contributing factor to grill usage is the
presence of more than one person in a household.
This was attributed primarily to the time it takes
to grill as most grillers were not willing to take the
time to grill for only one.
Other market indicators show that charcoal grills
declined in use for many years until a surge from
2004-2006 when the market for charcoal grew
40%. Mintel’s results show this surge to have
occurred due to an increased interest in the taste
of meals cooked over charcoal, which, being a
wood product, gives a more authentic taste to your
food.
3
Another interesting statistic is that Mintel shows a
renewed interest in grilling as a whole with 2006
marking the highest number of grill units shipped in
history. Part of this may be due to a decrease in the
mindset that grilling is the “man’s domain”.
Home centers (i.e. Home Depot, Lowes, Ace
Hardware, etc.) and mass merchandisers (i.e. Target,
Wal-mart, K-mart, etc.) account for almost 70% of all
grill dollar sales. Mintel cites that this is partly due
to an increased selection and low financing offers
using store cards.
Mintel’s data also states that the majority of grills
are found in the Midwest with 63% of respondents
owning a grill, followed by the South at 57%. The
West and Northeast are not far behind at 56% and
54%. Mintel also shows that of the respondents that
own grills, 55% grill year-round.
TARGET AUDIENCE
As men transition from young bachelors to
beginning their own families they are taking the
next step forward. They are getting married, moving
into a new house, becoming established, and
owning a quality barbeque grill. At Nova Creative,
we believe that by targeting family men ages 25-34
we will attract life-long charcoal customers before
they reach that stage in their lives where purchasing
a propane grill becomes an option. Our selected
target audience, named the “Family Guys” will
include men aged 25-34 moving from one stage of
life to another; becoming a father, moving out of
their parents home for the first time and becoming
independent. Since they are just starting out, they
have a lower income ranging from $25K-50K. They
are a dad, husband and employee who enjoy a little
relaxation and a great grilling experience, and they
are the ultimate Family Guys.
POSITIONING
STATEMENT
We will position Kingsford not just
as a good choice but the best choice
for all occassions because it’s better
with Kingsford.
BIG IDEA
Through positioning Kingsford Charcoal as the best choice
for special occasions, it allows consumers to be outside and
enjoy life because charcoal grilling is the key to great times
and great memories. We plan to use outdoor advertising as
well as promotional events to show how charcoal grilling
can be integrated into every lifestyle in a way that is
more enjoyable than propane grilling. We plan on using a
humorous tone as well as a Post Modern advertising style
to create funny and ironic everyday situations where our
target audience is placed in less than desirable situations
and Kingsford Charcoal saves the day. We believe this
strategy will display not only Kingsford, but charcoal in
general not just a good choice, but the best choice.
63% of those
surveyed
own a grill
[ ]
PROMOTIONAL 4
STRATEGY
Fortunately for Kingsford, its brand name is
recognized by consumers as synonymous with the
charcoal category. Therefore, our promotional
strategy will focus on exposing the brand to new
customers with the potential to be life-long grillers
and, in turn, life-long customers. We will create
strong brand recognition through sales-enticing
incentives like on-shelf couponing, printable online
coupons, price-package deals, and more effectively
placed point-of-sale displays. While most of our
concentration will be converting people to charcoal
grilling, specifically using Kingsford, the existing
BIG IDEA / PROMOTIONAL
customers will not be forgotten. We will maintain
the current customer base by reminding them of the
Kingsford product and consumer benefits of charcoal
grilling. We know that will reassure a passion for
firing up the barbeque and having a great time.
Much of the growth potential lies within trade sales
promotion. In a perfect world, Kingsford would
be there to personally sell each bag of charcoal to
customers, ensuring they were choosing the best
option in grilling. To light a fire under industry
insiders (pun intended), Kingsford should consider
the following options: trade allowances as short
term monetary incentives to entice retailers to stock
up on Kingsford products and push money as extra
commission for retail employees to really motivate
those stocking the shelves, bagging the charcoal, and
unloading the pallets of the product. One thing we
plan to initiate are trade contests between retailers
within the regions of our target cities. Hopefully, by
providing incentives to the retailers, much of the
selling will be driven within individual stores one-on-
one.
To be more specific, we will award $10,000 cash prize
or Kingsford credit, in the form of free or discounted
merchandise, to the retail seller who had the highest
increase of Kingsford Charcoal sales percentage
over a designated period of time. Multiply this figure
by our 7 target cities and we will budget a total of
$70,000 to give as a reward. If a retailer doesn’t carry
Kingsford Charcoal, hopefully this will be enough
incentive to make them want to in order to win
$10,000.
Half of all charcoal users state
taste as the reason they use it
 CREATIVE
CONCEPTS
The creative pieces for this campaign will focus
on ironic and relatable life situations. The tagline,
“It’s Better With Kingsford” will be used to
show how Kingsford Charcoal was present and
made things more enjoyable. The tagline is also
malleable because it will change depending on
each picture and situation. We believe this will
help position Kingsford not as a good choice, but
the best choice.
In addition to the print advertisements that we
plan on creating, we came up with the idea of
creating a viral campaign involving the tagline,
“It’s Better With Kingsford” to link from the
Kingsford website. We will design a blog where
CREATIVE CONCEPTS
users are welcome and invited to post stories,
videos and pictures. This user submitted content
can be recipes, stories or any other interesting
news related to Kingsford. Users could then vote
and rate other users content and the person
with the highest rating will be awarded a prize
from the Kingsford Charcoal Company. To go
along with the blog, we thought it would be a
good idea to create a viral Youtube.com channel
for Kingsford’s, “It’s Better With Kingsford.”
Creating youtube.com videos is significantly less
expensive than creating full length spots on TV
and will be viewed several more times. There
will also be a higher level of interaction between
Kingsford and its consumers through user-
submitted content. Our hope with that will be
that it will eventually go viral, just like the blog.
Overall, we plan for this campaign to visually
strike viewers with pictures and let those pictures
do the speaking. The copy will give customers a
call to action by allowing them to remember, “It’s
Better With Kingsford.”
POINT OF SALE
By putting together colorful, exciting
displays for Kingsford products, we
hope to catch the eyes of the Family
Guys and increase their desire to buy
the product. Research indicates that
charcoal purchases are more of an
impulse buy than a scheduled buy. With
this knowledge, we have out together
several displays.
MEMPHIS IN MAY
It’s better with Kingsford
FLOOR DECALS 5
Leading to Kingsford products in stores will be floor
decals. These floor decals are charcoal briquettes in
different phases from a cold briquette all the way up
to one on fire. The theory behind this idea is playing
a game of “hot and cold” with the Family Guys with
the hot briquettes leading directly to meat freezer
displays, Kingsford or KC Masterpiece. These decals
will be easy to place and remove from the floor of the
company using them.
THE RIGHT CAN YOU
DIRECTION FEEL IT?
ALMOST YOU’RE
THERE... ON FIRE!
EVENTS
STATE FAIR BANNERS
This year’s world renowned annual competition will
be held Friday Oct. 1 through Sunday Oct. 3, 2010,
which will provide for a variety of advertising and
promotional opportunities. The American Royal
Barbecue is the opening event of the American Royal
and the season finale for the competitive circuit.
Spreading over 20 acres in Kansas City’s historic
Stockyards District and with nearly 500 teams
competing in four culinary contests, combined with
a barbecue-related trade expo, this two-day food
festival is truly the “World Series of Barbeque.”
Memphis, TN is home to the world’s second largest
barbeque competition called ‘Memphis in May’.
This is a month-long event with music, dancing,
and of course the barbequing. Kingsford is already
a sponsor for this competition with similar types of
advertising listed above in the American Royal.
Lexington, NC is home to the 27th Annual Barbeque
Festival held Oct 23, 2010. With more than 100,000
people in attendance, this will be another great
venue to sponsor and emphasize Kingsford Charcoal
awareness.
CREATIVE 6
COUPONS
MEAT, KC MASTERPIECE Save 15% off any
Kingsford
purchase
Save 15% on Kingsford Charcoal when you
SAUCE, AND ONLINE buy any KC Masterpiece Sauce

Coupons will be placed onSeptember

Valid through meat 30, packaging
2010 and KC Valid through September 30, 2010

Save 15% Save 15%

*one coupon per customer per visit.
Masterpiece offering coupondiscounts
mustoff presented atof
beany
purchase. limited
timethose
to stock on hand.
of
may products. *one coupon per customer per visit.
coupon must be presented at time of
not be combined with any other coupon.
Kingsford purchase. limited to stock on hand. may
There will also be an online
not valid on prior coupon available through
purhases.
purchase
on Kingsford Charcoal when you
not be combined with any other coupon.
not valid on prior purhases.

the website that will print out once for each IP buy any KC Masterpiece Sauce
address offering
Valid through September 30, 2010 a discount on a bag ofValid charcoal. We
through September 30, 2010
*one coupon per customer per visit.
will track how many are printed off through using the
coupon must be presented at time of *one coupon per customer per visit.
purchase. limited to stock on hand. may coupon must be presented at time of
not be combined with any other coupon. purchase. limited to stock on hand. may
not valid on prior purhases. not be combined with any other coupon.
not valid on prior purhases.
latest analytics programs to ensure that consumers
don’t print off more than one.

Take 50 cSave 15% off any

Sa
50 cany 7lb.* bag of Charcoal
TakeOFF
Kingsford
purchase

OFF any 7lb.* bag of Charcoal

POINT OF SALE
Valid through September 30, 2010 Valid through S
*one coupon per customer per visit. *one coupon per c
coupon must be presented at time of coupon must be p
purchase. limited to stock on hand. may purchase. limited
not be combined with any other coupon. not be combined w
Valid through September 30, 2010 not valid on prior purhases. not valid on prior
Valid through September 30, 2010

{ }
*must be minimum of 7 lb. bag. one coupon
per customer per visit. coupon must be
presented at time of purchase. limited
*must tobe minimum of 7 lb. bag. one coupon
stock on hand. may not be combined with
any other coupon. not valid on per
priorcustomer per visit. coupon must be
purhases. presented at time of purchase. limited to
stock on hand. may not be combined with
any other coupon. not valid on prior
purhases.

Take 50 c
MEAT FREEZER
The contest drew 50 teams in 1979,
Placing items that go together in meals in one central
location makes it easier for the consumer to visualize 80 in 1980, and 180 teams from nine
the finished product this, increasing their desire to states inOFF
1981. It hasany 7lb.* bag of Cha
now grown
buy more. The point of sale display that we have to be the largest pork barbeque
put together, with this in mind, is a freezer display
with the surrounding exposed areas of the freezer
competition in the world.
resembling a freezer. The meat will then be placed
Valid through September 30, 2010
inside since it needs to be chilled. Surrounding *must be minimum of 7 lb. bag. one coupon
the meat freezer, we will place KC Masterpiece and per customer per visit. coupon must be
presented at time of purchase. limited to
Kingsford Charcoal to be used together. The Clorox stock on hand. may not be combined with
any other coupon. not valid on prior
Company owns KC Masterpiece as well, so this will be purhases.

easier to accomplish.
CREATIVE 7
WEB/ NEW MEDIA

FACEBOOK
We have chosen to create a Facebook page for Kingsford
that will serve as a way to connect with customers and
post new and exciting links and information to those who
become “fans” of the product. Through the Facebook page
we can promote the viral campaign with the youtube.com
channel and the Kingsford.com blog site.

TWITTER
Twitter is a new and exciting social networking sites that
brings companies or individuals to new levels of interaction
with each other. We have chosen to create a Twitter page
for Kingsford and through the status updates that comprise
Twitter, we will promote the website, new products, exciting
news and updates on the companies. One of the great
things about Twitter is the celebrities and companies that
have created pages that fans can “follow.” Amongst those
are celebrities such as Chef Bobby Flay, Guy Fieri, Whole
Foods and The Food Network. Through a small monetary
compensation, Kingsford can ask these celebrities to tweet
once a day and involve something related to the Kingsford
Company or charcoal in general and this will bring brand
awareness to several thousand people. We have chosen to
allot $5000 to the Twitter celebrity sponsorships.

KINGSFORD’S WEBSITE
The Kingsford Charcoal Company already has a pre-
existing website. We have created a supplemental blog
site to start a viral campaign. On this blog users will be
able to submit content that will then be moderated by the Big Texas Brisket
Since my family has been a family we have

Kingsford Company to ensure quality and appropriateness.

been creating some of the tasitiest brisket I
have ever tried. It begins with our rub, worked
into the meat to provide a big bold flavor that
will remind you of texas. The best part of all is
that it is easy, easy to prepare, easy to cook

The content can be anything from recipes to ironic stories

and easy on the tastebuds. So if you are look-
ing for a bad a-- brisket than try out this recipe
and vote for me to win.

VOTE HERE

involving Kingsford products. The stories and videos will 646 86 13

then be rated and ranked by other users and a winner will Country Ribs

be chosen by website users and they will receive a prize

I’ve bee competing in competition since I was
9-years-old. My father and I would go to
county fairs all over Alabama, competing to be
grilling masters. This recipe has won it for us a
few times and I hope y’all enjoy it as much as I

from Kingsford.
have in my life.

VOTE HERE

1,212 23 4

Beer Can Chicken

Who would of thought that a simple can of
beer can do so much for a chicken. The aroma
permeating the meat makes for a tasty treat.
Here I am letting all of the secrets out of the

YOUTUBE
bag to ensure you and yours get the best bang
for your buck.

In correlation with the blog, we will create a Youtube channel

where the videos will all be placed so users will be able to It’s better blogging with
view them easier and rate on them.There is no initial cost to
start a Youtube channel and creating videos is significantly
cheaper. When we have user-submitted content, that
will eliminate any costs, virtually making maintaining the
website free.
CREATIVE 8
MAGAZINE

Mmm...don’t you just love the taste of cayenne and propane?

Neither do we.
Kingsford’s Mesquite Charcoal adds flavor you just can’t get
from gas grilling.
So make your fiestas a little more festive.
It’s better with Kingsford.
CREATIVE 9
MAGAZINE

Look at you,
married with a wife and kid
and own your own home with a yard,
you.
It’s better with Kingsford.

OUTDOOR

For those that

prefer their
adventure
well-done.
MEDIA
OBJECTIVES
PROBLEM
Kingsford Charcoal is the “king” of the charcoal
industry, but when it comes to grilling itself, it’s losing
shares over the increasingly dominant gas grills. How
can Kingsford use the media to push the charcoal
category and increase charcoal grilling awareness?
Given a campaign budget of $5 million for the 2010
grilling season, we will have to use careful expertise
when selecting our media and each specific vehicle.
SOLUTION
We have done extensive research to know who grills, where
they live, what they do, and why they do it. This alone has
allowed us to narrow in on the Family Guys, and carefully
select a variety of media channels that effectively reach
those who have already purchased a gas grill, and those that
are preparing to make that first grill purchase.
STRATEGY
TIMING
We will apply a pulsing media schedule since Kingsford
is a product purchased year round but has an increasing
interest and sales volume in the summer months. This is
especially true for the DMA’s that experience more winter-
like conditions causing a damper to their regular grilling
habits. We will launch the campaign heavy up in mid-April
and maintain heavy advertising throughout the summer
months until after Labor Day in September. Online and
outdoor advertising will be the primary medium during the
off peak months of November through February. We would
suggest re-launching a new or similar campaign again in
April or May.
SPOT MARKET CAMPAIGN
We have chosen to use only these spot markets to start out
with because of their barbeque traditions and habits. The
Family Guys already know how to grill and if they can avoid it
they won’t use any type of gas fuel. They are the backbone to
Kingsford and old-fashioned barbequing. All you have to do
is talk to anyone from one of these cities and they will assure
you that they or someone they know can’t live without their
barbeque. All we have to do is continue to reinforce the
legacy Kingsford has already established and the product
will do the rest. By using these spot markets we will be sure
to broaden Kingsford Charcoal awareness in these markets
and more effectively brand them as the premiere choice of
fuel when desiring the best possible taste. In the near future
we can launch a similar campaign and branch out into other
cities that have a market for high grilling attitudes.
Kansas City, MO is the home to the world’s largest barbeque
competition; The American Royal.
10
Besides a prestigious partnership some promotional
opportunities would include:
Product display
• Program advertisements
• Display of banners and signage
The other spot market cities we have selected with
high grilling attitudes are found in the big state of
Texas. We will focus on most of the biggest cities:
Dallas, San Antonio, Austin, and Houston. With so
many big cities close together in Texas, we will be able
to increase our frequency through outdoor billboards.
Many travel to and from these cities for leisure and
work, especially between San Antonio and Austin.
REACH AND FREQUENCY GOALS
Our reach and frequency goals for the heavy months
of May through August are 93.5/7.6. For the rest of
the year our goal is to have a minimum of 850,000
impressions per month on a variety of barbeque
websites, blogs and other high traffic internet sites
that the Family Guys visit.
MEDIA BREAKDOWN
Internet
Charcoal users are online (quintile I index of 114) and
in a variety of places as well as very centrally located
MEDIA OBJECTIVES
niche sites. For our niche market internet sites we will
go through a reliable source called BBQads.com which
will guarantee at least 50,000 impressions/month on
any combination of the top BBQ websites and blogs
for only $90/month. That also includes 5 strategically
placed banner ads. We will manage the rotation and
circulation of ad placement among the following top
barbeque websites and blogs:
• The World Famous BBQ Forum and its
archives.
• News About BBB.com
• The New BBQ Forum History and Cookbook
• The BBQ Blog (the most active BBQ Blog)
• BBQ Podcast web page (25 Podcasts interviews
with top BBQ people and more on the way)
• BBQ Search and the BBQ Search
engine with over 350,000 messages from the BBQ
Forum
• The Kansas City Bar-B-Que Connection
• BBQ Pages web site
• BBQ Team Name Online Data Base
• The BBQ Classified Ads web page Buy, Sell and
Trade BBQ Items (The world’s largest barbeque
classified)
• The BBQ Forum Image Gallery
 MEDIA
Other popular sites to be considered in the
marketing mix are listed on the media schedule.
One site, for example, Ebay.com has a charcoal grill
user’s composition of 23.4%. We will operate a CPM
campaign because of the existing brand equity and
recognition. For sites that will host our coupons we
will utilize the cost-per-click model to maximize the
dollar. Other online communications will also take
place within our public relations and promotional
efforts.
Magazines
Magazines are a great medium for the Family Guys
because they are very specific to their interests and
have a high shelf and pass along rate. Mediamark
reports that charcoal users are magazine readers in
quintile I with an index number of 111. We will use
3-4 magazines to utilize about $1.5 million of our
budget. Magazines to be considered are: Outdoor
Life, Country living, Field & Stream, American
Hunter, Southern Living, and Cooking Light. We will
purchase 1/3 to ½ page 4 color ad space inserted 3
times, once every other summer month. By using
these very carefully selected niche magazines we
will be sure to capture the Family Guys.
Budget Allocation FYI for PR/events
We have roughly allotted $200,000 for the 3
competitions and 1 state fair in Dallas. This includes
MEDIA STRATEGY
sponsorship and cash prizes, Roughly $50,000 per
event. For point-of-sale items and display we have
allotted $10,000 for at least 14 separate stores, 2
stores in each of the target cities. If there are more
than 2 stores in these target areas that sell Kingsford
Charcoal a store that doesn’t sell Kingsford Charcoal
but would like to in order to be in the running for
the $10,000 reward they can be given point of sale
displays if they agree to purchase a predetermined
minimum amount of Kingsford Charcoal.
Trade promotions we gave $70,000: $10,000 cash
prize or Kingsford credit, in the form of free or
discounted merchandise, for the top retail seller
who increased their sales percentage, 10,000 x 7
cities.
11
OUTDOOR
Mediamark reports that quintile 1(heavy users) for
outdoor has an index number of 118. Outdoor is a
great and inexpensive medium to carry Kingsford’s
message, especially if the product is an outdoor
use product. Below are listed each of the cities and
a specific breakdown of the costs and locations
of each billboard. Outdoor will receive about
$1.4 million of the budget or about 28%. Prices
and locations are sourced from lamar.com and
clearchannel.com.
Kansas City, MO
$ 17,500 /month = 25 GRP’s for 5 panels 14’ x 48’ at
$2.94 CPM
1. Location: SW/S I-35 .75 MI. N/O MISSION ROAD
2. Location: E/S I-435 .1MI S/O MO RIVER FS
3. Location: W/S I-29 .5 MI W/O WAUKOMIS DRIVE FS
4. Location: W/S I-635 .2MI N/O I-70 FS
5. Location: W/S I-35 .2MI S/O 63RD @ SHAWNEE F/S
Memphis, TN
$16,400/month = 25 GRP’s for 17 faces x panels at
$2.30 CPM 65.8% reach
Dallas, TX
$34,000/month = 15 GRP’s for 4 panels at $3.18 CPM
Location: I-30 0.2 MI. W/O JIM MILLER RD S/S
Location: N CENTRAL EXPWY AT FITZHUGH W/S
Location: I-45 .50 MI S/O LAMAR W/S
Location: I-35E .2 MI N/O NORTHWEST HWY E/S
San Antonio
$10,000/month = 25 GRP’s for 2 panels at $1.42 CPM
Location: W/S I-10 @ CROSSROADS
Location: IH-10-E/S, 500’ W/O HILDEBRAND
Austin, TX
$12,360/month = 3 panels at $3.66 CPM
Location: 319 E. BEN WHITE BLVD W/O I-35
Location: PARMER LN-NORTH SIDE, 1 MI E/O MOPAC
Location: I-35 N E/S .25 MI N/O RUNDBERG LN
Lexington/Greensboro, NC
$6,700/month = 3 panels at $3.18 CPM
PUBLIC RELATIONS 12
CHARITY

{ }
Kingsford + Operation USA = Better Times
Kingsford Charcoal not only makes grilled food taste better,
but helps make surroundings better too. Across the globe,
disaster strikes, sometimes without warning, and can make
life extremely difficult for families and individuals.

Operation USA (Culver City, CA) provides disaster relief to

Every year millions of charitable
communities global and local. They’re usually the first on donations never make it to their
the ground during or immediately after disasters or conflicts
in several South American, Middle East, Asian and Pacific
destination. When you donate to
countries. Its reach helped victims of Hurricane Katrina Operation USA, you immediately start
and they continue to run programs in New Orleans. Most
recently they’ve provided help to Haiti and Chile.
to make a difference in the lives of
By donating to Operation USA, Kingsford will be helping
in disaster relief, making our world a little better. 5% of the
price of every bag of charcoal purchased by consumers will
be donated to Operation USA. Kingsford will help consumers
recognize their part by including charity information and
a graphic on the packaging. Igniting a call to action for the
consumers to help when disaster strikes will increase sales of
Kingsford Charcoal over other brands.

Kingsford is also currently using other types of sponsorships

that will be beneficial to the company if it continues.
The following is an excerpt from it’s website about these
sponsorships that we feel explains it’s efforts:

PUBLIC RELATIONS
“The American Royal is a 501c3 non-profit organization
whose mission is to promote agrarian values and to support
youth and education through scholarships, educational
programs, awards and life-long learning experiences.
5%
WILL DONATE

Sponsors play a vital role in helping them continue to fulfill

this mission.” OF THIS PURCHASE
to

Operation USA

5%
WILL DONATE

OF THIS PURCHASE
to

Operation USA
 MEDIA 13
SCHEDULE
MEDIA SCHEDULE
 MEDIA SCHEDULE
14
 EVALUATION APPENDIX 15
Every campaign needs to have results to be
considered effective. With $5 million for a budget Campaign References
and a peak season lasting only from May through
September, we at Nova Creative know that it is http://bbq.about.com/od/grills/a/aa121298.htm
crucial to have quick results to prove which pieces http://www.chow.com/stories/11087
of our campaign worked for Kingsford. http://www.slate.com/id/2193873/
The first way we will test effectiveness is by using
the website. Kingsford already has a website History and information of Charcoal
(kingsford.com) and we are adding a blog to http://www.madehow.com/Volume-4/Charcoal-
it (kingsford.com/itsbetter). This website will Briquette.html
have all the latest in analytics and tracking.
We will track clicks to the website and watch Media
for correlation with the events and magazine http://www.clearchannel.com
releases. http://www.lamar.com
Another way to track our campaign’s success is by http://www.mintel.com
using the coupon response to gauge our customer Mediamark software
response. We will have coupons on the website,
KC Masterpiece Barbeque Sauce, meat, and other
products. We will closely monitor the purchase
and use of these coupons to determine if our
promotions and campaign are successful.
We will also utilize the user-submitted entries to
the kingsford.com/itsbetter website to determine
if our online presence is being recognized by
our Family Guys. We are confident that enticing
customers with cash prizes and the opportunity to
be featured on a national website will pull Family
Guys to Kingsford Charcoal.
EVALUATION / APPENDIX

When all is said and done, Kingsford is still a

consumer-based product and the best way to
determine directly if our campaign is effective
is to look at sales. We will be looking for a 5%
increase in the sales of Kingsford Charcoal over
a year’s time. If we have achieved that and the
appropriate GRP’s, we will know that we have a
productive and thorough campaign.
“Firing up America’s barbeques since the 1920’s…
and we’re not burnt out yet.”
C R E A T I V E