2015 Global Marketing Plan

The only thing better than good food is

food that does good.
Good food in good company

Sustain organic farming

Feed the body and soul

GIVING GOOD FOOD TO

EVERYONE EVERWHERE
Nourishing friendships
Taking time

Respecting the planet

Feeding children

You are what you eat, so know what you eat!

3 Themes for 2015

1. Do Good for Yourself

2. Do Good for the Planet
3. Do Good for Others

Q1: Do Good For Yourself

Let LPQ inspire you be selfish
January
Epiphany - a moment in which you suddenly see, understand something in a clear way

1. New resolutions for 2015: learn to bake, eat healthy, take care of your body, classes at LPQ
2. Launch Kitchen Journal Campaign
February
Valentines Day
1. Spread the Love campaign vote for your favorite spread
2. Singles events around the communal table
March April 5
Easter
1. Organic chocolate
2. Adventures of Jacques & Colette
Focus: Organic Belgian Chocolate

Q2 & Q3: Do Good For The Future

Do good for the future through LPQs good food
GOOD FOR THE NEXT GENERATION Kids & Future Generations Focus
FOCUS: Kids Menus Cookie baking Kids workshops Marys Meals Back to school
Key Dates:
Mothers Day (May 10th)
International Childrens Day (June 1st)
Fathers Day (June 21st)
Back to School (August/September)

GOOD FOR THE PLANET ORGANIC FOCUS

FOCUS: Organic beer & wine (Happy Hour push in summer) organic coffee - #EverydayOrganic
Key Dates:
Earth Day (April 22nd)
Belgian Independence Day (July 21st)
International Beer Day (Aug 2nd)
Organic September International Coffee Day (Sept 29th)

Q4: Do Good For Your Loved Ones

Through the gift of good food LPQ pantry

FOCUS: Pantry Pies E-Commerce Classes Gift cards - Catering

Key Dates:
1. World Food Day (October 16th)
2. LPQs 25th Anniversary (October 23rd)
3. Halloween (October 31st)
4. Sinterklaas (December 6th)
5. Christmas (December 25th)

Q1 Plan in Detail
Do Good for Yourself
January: Epiphany, New Years Resolutions, Detox Specials & Hot
Drinks
February: Valentines Day & Spreads
March: International Womens Day, Easter

OVERALL FOCUS: Belgian Chocolate

Main Product Push:

Organic Belgian Chocolate
Indulgence, quality, responsible, organic, authentic, Belgian, rich, health benefits (superfood, etc)
Allow yourself to indulge on quality, responsibly since its organic, authentic Belgian taste and cacao
filled with rich benefits (superfood, mood lifter, etc.)
COMMUNICATE VIA:
Check presenter (to be 4-sided in size of the Wine check presenter from 2014)
Chocolate Spreads push
Easter & Valentine retail merchandising

Q1 Check Presenter
FRONT

BACK
INTERIOR

January Epiphany (New Years Resolutions)

Epiphany - a moment in which you suddenly see, understand something in a clear way, a moment of
clarity. Indulgent or healthy at LPQ you can do both. Whatever your choice is, do it for yourself.
At LPQ you can learn to bake, eat healthy, indulge a little, take care of your body, take workshops, etc.
COMMUNICATE VIA:
Kitchen Journal series: quarterly collection of cards with recipes, tips, ideas linking to products and online Kitchen
Journal content
Postcard (UK): Write to your future self and share your moment of clarity (well send it back to you in 1 year)
Workshop Series: Continue to find new collaborations with food and lifestyle bloggers (Jan: master class with
Breakfast Criminals blogger)
Blog Content: How Tos, DIY ideas, recipes, how to do good for yourself

KITCHEN JOURNAL SERIES

POSTCARD TO SELF

MASTER CLASS WITH

BREAKFAST CRIMINALS

January Epiphany Traditions

Retail: Decorate Kings Cake and breads with crowns!
TIP: Use old breads (preferably 3 different kinds to replicate the 3 magi)
Dine-In: Push dine-in Kings Cake sales by encouraging guests to gather
around the communal table to share in the Kings Cake tradition.
Promo: Any guest who receives the fve in their slice will win a free hot
chocolate. Promote this on mini chalkboards!
Be King or Queen for the day! If you receive the almond in your slice of
Kings Cake, receive a complimentary Hot Chocolate
Team Engagement: Share the tradition with your team by enjoying a
kings cake together! Crown the finder of the fve King or Queen for the
day. Let team members wear crowns to start conversations with guests.

Social Media Actions: Get involved in the Kings Cake fun

on social media! Tag your photos @lepainquotidien with
the hashtag #lpqkingscake

February Valentines Day

Valentines Day 2015 is all about matching people by SPREADS because LPQ spreads LOVE!
COMMUNICATE VIA:
Pins to declare your love for a spread (receive with purchase of a spread)
Post-Its matching the pin design to allow guests vote for their favorite spreads
Valentines Day Postcard Campaign (write an old-fashioned love note)

Product Integration
Breads (reshape breads in hearts, serve tartine slices in heart shape)
Chocolate push
Devils Cookies la minute - fill it with your choice of spread
Possible Events
Cookie Decorating for kids
Slow Dating Event

February Valentines Day (contd)

Decoration: Keep Holiday Bird Vinyl up on windows through Valentines Day

Social Media Actions:

#lpqspreadslove spread matching / push buttons
#redbowlselfie and #coffeebowling revive holiday red bowl comms
#LaPosteQuotidienne push postcard campaign; you write, we send it, they
blush! (love notes, friendly valentines)
Bakery/retail product pushes Linzer cookie, retail, etc
Web:
Recipes using spreads like speculoos latte!
Ways to reuse our spread jars tiramisu
Ways to Spread the Love list of ideas (refer to: Breakfast in bed article, Crepes
Je taime recipe, etc)
Chocolate A-Frame Inspiration

March International Womens Day

If your market celebrates Womens Day, you may choose to celebrate:
What woman makes you better?

Nominate the woman in your life who has helped make you a better person
Post-it notes on lamp cables of one reason why you are nominating this woman
The winner will receive a Do Good Day for Herself & You (brunch at LPQ, collaboration with a
fashion brand for a spending spree, makeover, meditation, etc.)

Social Media & Website Content

Same competition runs on social media

Website blogs of women that help make LPQ better employees, for example

March - Easter
Communications
Bakery/Retail Range Card update last years design
with a new color and baby chicken
Events
Egg Hunt
Egg cookie decorating
Social Media
Revisit the adventures of Jacques & Colette to push
Easter retail offering
Website Content
A happy chick is a healthy chick! article on egg sourcing
DIY projects for Easter
Promote in-store Easter activities
Host an Easter Egg Hunt Tips