emmy s

real ingredients from start to finish

Presented by: Emily Fuller Gabby Badowski Victoria Wells Carly Daniel

Spring 20131

TABLE OF CONTENTS
SITUATIONAL ANALYSIS 3-5 COMPETITIVE ANALYSIS 6 RESEARCH OBJECTIVES 7 RESEARCH 8 TARGET MARKET PROFILES 9 CAMPAIGN STRATEGY 10 THE BIG IDEA 11 CREATIVE EXECUTION 12-14 CREATIVE BRIEF 15

SITUATIONAL ANALYSIS
HISTORICAL CONTEXT
Emmys is a fairly recent company based in Ithaca, NY. It began in 2008 when an Ithaca College graduate, Samantha met an Ithaca native, Ian at a music festival. They discovered that they both had a love of healthy, naturally grown foods. Soon after they met, they put their passion to use. Samantha and Ian began experimenting with raw and vegan foods to create various recipes. Some of their first developments were the macaroons. They both realized they had developed something great and decided to go into business together. The production began in Ians mothers kitchen. Her name is Emmy which is where the company name originates. Samantha and Ian started by selling their products to local co-op and other local stores. Their products gained popularity and they couldnt keep up with the orders. In 2010, they were approached by a broker to sell their products for them. The broker got them involved with several distribution companies to further their products reach. Since then, Emmys Organics has expanded production to not only a bigger space but also more products including granola, chocolate sauce, and trail mix.

SITUATIONAL ANALYSIS
SOCIOCULTURAL FORCES
In a world filled with fake flavors and additives, Emmys leaves no guesswork to the consumer on what their products contain. They use a handful or raw ingredients that consumers can count on one hand and actually pronounce. The health food fad is proving to more than just a stage. Consumers are looking for healthier options when it comes to food. This includes sweets such as macaroons. Emmys is unique in that they offer vegan, raw, non-gmo and glutenfree macaroons. They are as close to real as you can possibly get. Their products are clearly marked in order to help those suffering from severe food allergies and diseases such as celiacs or psoriasis.

ECONOMIC FORCES
Although organic foods are priced higher than processed foods, consumers still seek out organic products for the health benefits. Even with the state of the economy, consumers are willing to pay more for a quality product that tastes good and is good for them. The cost for organic foods, more specifically macaroons and cookies is relatively consistent. They are priced anywhere between $2.50 and $6.00 for small amounts of the product. Emmys macaroons average a price of $2.95 depending on the retailer.

COMPETITIVE FORCES
Emmys does not have much competition in their extremely niche market. There is only one other major brand that produces vegan, nongmo and gluten-free macaroons. Emmys major competitor, Hail Merry, is also a national brand. Emmys also competes with organic cookie companies such as Amys and Mi-Del who produced healthier snack options for consumers.

SWOT ANALYSIS
STRENGTHS
Usage of 100% plant based ingredients Healthy and nutritious subsitute Gluten-free brand Non-genetically modified organism verified Usage of completely raw ingredients Accomodating to special orders Strong social media presence

WEAKNESSES
A part of a niche market which reduces consumer diversity Small business Limited human resources and marketing budget Organic foods have stigma to be more expensive

OPPORTUNITIES
National market expansion Participation in enviromental relief programs Company expansion Promotion of locality of their business

THREATS
Well established organic brands already have a solid following and loyal customers Change in consumer buying trends and product preferences

COMPETITIVE ANALYSIS
HAIL MERRY
This Texas based company is very similar to Emmys. Their macaroon recipe is raw, gluten-free, vegan and verified non-gmo. The company produces four flavors of packaged macaroons: strawberry almond, caramel sea salt, chocolate, and blonde. Hail Merry also offers consumers gift box options that allow mixed packages of flavors. Emmys is superior in their prices. Hail Merry is superior in their availability. Hail Merrys macaroons can be found across the country and overseas in the United Kingdom.

Amys began in 1987 and is a leader in natural frozen food. The company has dived into gluten-free baked products as well with the production of their gluten-free shortbread cookies. Amys is a trusted organic brand and is available in most, if not all, grocers. Amys offers consumers three flavors: almond, classic, and chocolate chip. Amys is fairly priced in comparison to Emmys. However, Emmys is superior due to their offering of raw, vegan and non-gmo products.

AMYS

MI-DEL

Mi-Del has been in business since 1947. They use organic ingredients and gluten-free recipes. Their mission is to combine old-fashion recipes with new bakery methods to help us create better cookies to meet the latest health standards. Mi-Dels products can be found in all major grocers across the country. They offer several flavors such as smores, maple, ginger, and chocolate chip. They are competitively priced in relation to Emmys while offering more cookies per ounce.

RESEARCH OBJECTIVES
1 How important is taste in relation to healthly snacking? 2 What are consumers feelings about raw and organic foods? 3 How aware are consumers about Emmys brand and macaroons? 4 What are consumers knowledge of raw, organic and gluten-free foods?

RESEARCH
PRIMARY
TASTE TESTING
Ten participants were served lemon ginger macaroons with the packaging concealed . They were not aware that they were eating Emmys macaroons. We asked questions about how the taste of the macaroons and to guess what kinds of ingredients were in them. Out of the ten participants, eight stated that artificial flavoring was the reason for the extra sweet lemon taste. The remaining two participants said the flavor must have come from real lemons. All of the participants were suprised to learn that the macaroons they tasted were vegan, raw, non-gmo, and gluten-free. They were not expecting such ingredients to pack such a flavorable bite.

SECONDARY
We began our research by scouring the internet. We took a indepth look at Emmys website, their mission, their products and their history. We found that Emmys is heavily involved in the community where their main production facility is located. They are partnered with several organization in Ithaca, NY including the local farmers market and the Ithaca Central School District. Emmys prides themselves on providing consumers with health food options for a better body and life. We also examined Emmys competitors and their websites. We found that Emmys has a unique business strategies and recipes in comparison to their competitors. They only have one major competitor in the raw, vegan, non-gmo, gluten-free and kosher macaroon market. It is an extremely niche market. To find out more on our target market, we searched blogs on health and wellness and blogs for people with food allergies such as gluten. This research gave us insight into how consumers feel about organic products and what drives them to purchase said products.

SURVEY RESULTS

We created a ten question survey and sent it out to people within our target market. The survey focused on food purchasing habits and the importance of taste. We received a total of 57 responses. Several respondents said that taste and packaging is most important when it comes to choosing what food to purchase. With the information obtained from the survey responses, we formed our promise, tagline and overall theme of our campaign. Ingredients and their taste are important to our target market.

TARGET MARKET
The target market is active, healthy men and women ages 18 to 35. They live in mostly urban areas and are more liberal. These are hard-working people that want to make a difference in the world. They always look to the future because they want to make their lives and their surroundings better for the long-term. To do this they like to volunteer their time to charities involved environmental cleanup or are members of organizations that promote sustainability, organic farming, etc. The environment is a passion of theirs. They strive to be as eco-friendly as possible. These people also really care about their bodys health and fitness. They care about the types of food they put in their body. The ingredients list is especially paid attention to as well as where the ingredients come from and how they are farmed. Local and organic are popular choices while at the grocery store. Staying active is an essential lifestyle activity for them. Whether its running, hiking, or mountain biking, they do it all to keep themselves healthy.

HEALTH CONSCIOUS

ENVIROMENTALIST

ACTIVE

CAMPAIGN STRATEGY
THE CHALLENGE KEY INSIGHT
Organic, raw and vegan foods, especially baked goods, fall under a stigma of not tasting good. Our target market is health conscious but still enjoy indulging in sweets.

THE SOLUTION

Position Emmys as a top packaged macaroon brand that provides consumers with healthy and tasteful ingredients.

CAMPAIGN OBJECTIVE
Our campaign is showcasing Emmys simple macaroon recipes. We want Emmys to be at the forefront of consumers minds when they want to indulge in something sweet and healthy. We want consumers to know that you do not need additives or artificial flavors in order to make food taste good. Less is more.

REAL INGREDIENTS FROM START TO FINISH.

Emmys uses raw, vegan, gluten-free and non-genetically modified ingredients in their macaroons. They put ingredients from around the world in their products to benefit the consumers health and wellness. The tagline, Real ingredients from start to finish, tells the consumer that Emmys products are just as fresh when they purchase as they were when being prepare.

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THE BIG IDEA

CREATIVE STRATEGY ART DIRECTION
In our advertisements we wanted to highlight the raw and natural ingredients that Emmys uses in their macaroon recipes. It is a simple yet eye catching group of visuals that simply convey the promise that Emmys makes to every customer who buys their products. We chose a simple approach with the art direction for our ads. The natural ingredients are on a chopping board as if they were in the preparation stage. They border the entire ad and lead the viewer to the bottom where they can see the finished product in its packaging. The half bitten macaroon insinuates that the macaroons are a tasty delight. All of the visuals frame the copy that is laid out within the center. The headline is largest at the top followed by the body copy, on to Emmys logo and finishing with the call to action. Each ad has an even balance in the amount of visuals versus copy.

COPYWRITING
The copy expresses how fresh and tasty the ingredients used in Emmys macaroons are. The simplicity of Emmys ingredients are highlighted by saying they are easy to pronounce and are not tampered with or processed. The ingredients are then listed as proof of the natural mixtures that when blended make for satisfying treat.

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CREATIVE EXECUTION
PRINT ADVERTISING

INDULGE IN

2
REDISCOVER

REAL

R AW

You can count the ingredients in our Choco Chili macaroons on one hand. You can pronounce them too. The best part? They taste great. Pure raw cacao, alluring hot chile pepper, sweet ground cinnamon and a kick of cayenne pepper blend together for a sweet and spicy delight.

You can count the ingredients in our Lemon Ginger macaroons on one hand. You can pronounce them too. The best part? They taste great. The smooth flavor of lemon and fresh ground ginger are paired together to create the perfect combination of zest.

emmy s
real ingredients from start to f inish

emmy s
real ingredients from start to f inish

Purchase Lemon Ginger at emmysorganics.com or at a whole foods retailer near you.

Purchase Choco Chili at emmysorganics.com or at a whole foods retailer near you.

CHOCO CHILI

LEMON GINGER

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4 3
DELICIOUS
You can count the ingredients in our Mint Chip macaroons on one hand. You can pronounce them too. The best part? They taste great. Organic spearmint leaves, raw cacao nibs, coconut and pure vanilla come together for a refreshing burst of flavor.

WEB BANNER

INDULGE

IN

NATUR ALLY

REAL

emmy s
real ingredients from start to f inish

Purchase Mint Chip at emmysorganics.com or at a whole foods retailer near you.

emmy s
with

Remind yourself of what real tastes like.

order here

MINT CHIP

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CREATIVE EXECUTION 5 6
14

CONT.

NATUR ALLY
BILLBOARD

DELICIOUS

emmy s
TASTE REAL WITH EMMYS
Many consumers are reluctant to try new foods, especially those that are labeled organic, raw, vegan, or kosher. To eliminate the stigma associated with these kinds of foods, Emmys will give consumers a risk-free way to try their macaroons. Emmys will set up tasting tables at a total of ten marathons across the country. Marathons promote healthy lifestyles through exercise and eating. For example, Emmys will promote their product at the ING New York City Marathon on November 3rd. Runners and marathon visitors will be able to try any flavor of their choosing with the opportunity to purchase Emmys right then and there. It is a good way for Emmys to partner itself with healthly lifestyles and activities. A majority of our target market participates in marathons which would make it a great way to connect with them. This experiential execution would give a face to Emmys and allow potential consumers to try the product without any risk.

CREATIVE BRIEF

EMMYS THE DEAL Emmys ORganics was founded in 2008 by Samantha, an Ithaca College alumna and Ian of Ithaca, NY. They both developed a passion for raw foods, health and wellness, which led to the creation of the Emmys macaroon recipe. The pair enjoyed experimenting with food and decided to go into business together. Ians mother, Emmy, opened up her kitchen to allow the two to prepare and packaged their macaroons, granola, and other products. Emmys is sold in local grocers in Ithaca, NY as well as whole food markets across New England and other parts ot the country. THE ROLE It is our campaigns job get consumers to purchase Emmys macaroons as a part of their healthy lifestyle either in the grocery store or online at emmysorganics.com. We want the stigma that gluten-free, raw, vegan, and kosher food is tasteless to be forgotten. THE TARGET Men and women ages 18 to 35 who are health conscious or must cater to a food allegery such as gluten. THE BIG IDEAR Emmys is committed to creating quality and healthy products that nourish the body. Through sustainable practices and quality ingredients, Emmys will provide great service to you, your health and your lifestyle. THE EVIDENCE All products are prepared in gluten-free facility and packaged in materials made out of 80% plant based materials Emmys practices sustainable and eco-friendly methods in their preparation and distribution People who have tried Emmys macaroons rave about their delicious taste and how they fulfill the desire for something sweet Emmys macaroons are an inexpensive healthy indulgence THE MAGIC MIX Emmys is all about using real, raw ingredients. Images of the ingredients used in the three highlighted flavors of macaroons were used to further showcase this idea. The body copy supports the visuals in explaining that there are no additives in Emmys macaroons, consumers can pronounce the ingredients and that they taste great. . The visuals are simple, just like Emmys business practices. THE GOOD STUFF Real ingredients from start to finish. Emmys uses only real ingredients in their macaroons. They leave out the added sugars, and long foreign additives found in competitors products. Emmys is raw, organic, non-gmo, vegan, and kosher. It is as real as it gets. They start with real ingredients in the kitchen where their macaroons are made and the ingredients stay real throughout the entire process until ending up in the hands of the consumer. The call to action tells the consumer to purchase the specific flavor online at emmysorganics.com or at a whole foods retailer near them that sells Emmys products. THE MANDATORIES Every print advertisement for Emmys macaroons must include the following: Emmys official logo, the tagline Real ingredients from start to finish., and the call to action, Purchase (macaroon flavor) online at emmysorganics.com or at a whole foods retailer near you.

emmy s

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