A Brand Strategist, Explorer, Culture Maven and Social Justice Advocate.
Communications Plan
Communications Plan
In Partnership with Arts & Letters Creative Co.
Smuckers
The Spread
Ask
Create a communications plan that will make summer 2021 the Summer of Jelly for Smuckers.
Problem
How do we get people to use their jelly and jam, especially when it’s not time for a PB&J or a slice of toast?
Strategy
Open a jar of adventure.
Concept
Smucker's: The Summer of Jelly
Summary
By 2021, Americans had spent two summers social distancing, staying indoors and shying away from adventure. While hunkering down inside and trying to create a new normal, Americans leaned on nostalgic food, like jelly and jam, for comfort. With summer quickly approaching, Arts & Letters Creative Co. asked my team to create a communications plan for Smuckers that would encourage people to not leave their jelly behind while they enjoy their well-earned summer freedom. Our assignment was to make summer 2021 the Summer of Jelly. After researching America's sticky relationship with jelly, we created a communications plan that would spark summer excitement and exploration with the sweetest companion.
Summary
Observation
Everyone has it. That jar of jelly that's been sitting in the back of your fridge for...we're not sure how long. Maybe after a long day at work or in the middle of a rom-com marathon, you might notice the jar and be tempted to make a PB&J.
But for the most part, it just sits there.
In 2020, fruit spread consumption increased by more than 9%
Problem
The problem isn’t building awareness for Smucker’s. It’s not even getting people to buy jam.
The issue is getting people to use their jelly and jam, especially when it’s not time for a PB&J or a slice of toast.
The Smucker's Summer of Jelly
Let's launch a summer-long, integrated campaign to keep Smucker’s on people’s minds and show them exciting new ways to relate to the brand.
Strategy
Open a jar of adventure
Role of Comms
Showcase unique and adventurous new ways to engage with Smuckers.
Jelly isn't sticky enough to stay in people's mind
Interest
Always stuck with bread and peanut butter
1
Awareness
Getting picked
Action
There's no spark or spunk with spreads
Comms Plan
Task
Keep Smucker's top of mind and at the front of fridges
Task
Show exciting new ways to use jelly and relate to Smucker's
Task
Build a preference for Smucker's over other food at home
Task
Give people the confidence to use jelly in unexpected ways
Awareness
Decision
Jelly, Unexpected
Don't think jelly could be a part of your summer plans? Well, here it is. Jelly in the most unexpected places to inspire consumer creativity with the brand and create memorable experiences.
Tone
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Bright
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Fun
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Adventurous
Summer Road Trip
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Food truck pop-ups
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Social campaign
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Vlog videos
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Raffles on location
Media
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"That's My Jam" Playlist
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OOH ads in unexpected places
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TV and radio spots
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Recipe on Tik-Tok, Instagram and Pinterest
Giveaways & Swag
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The Ultimate Picnic Basket Giveaway
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Product samples
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Swag bags
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Digital coupons
Activation: Smucker's Summer Road Trip
Launch Smucker’s food trucks to travel around the country to popular vacation destinations, and:
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Showcase a diverse and adventurous menu of jelly-inspired foods
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Hand out recipe cards for DIY project ideas
Their locations will be announced on local and national radio stations along with radio spots. For audiences that prefer curated playlists, we put together a "That's My Jam" playlist on Apple Music and Spotify to connect to the summer vibes with some nostalgic classics, modern hits and the right amount of jam puns.
Jelly Eaters
Jelly Eaters
Jelly Eaters
My Role
This team worked so well together. We did a lot of the research and ideation as a team. I particularly enjoyed:
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Creating the consumer journey
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Mapping out the road trip and coorsponding assets
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Researching what people actually do with jelly