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RESEARCH IMPACT


       Moderator
       Mainak Mazumdar
       SVP, Measurement Science &
       Product Marketing
       The Nielsen Company
Research Impact
Triscuit: Unearthing What Matters
 Leveraging Insights to
 Optimize Communication




Heddy DeMaria                 Julie Kravetz                   Jim Low
Director, CIS – Biscuit   Acct Planning, Director   Marketing Director
Kraft Foods, Inc.               Euro RSCG               Kraft Foods, Inc.
What We’ll Share with You Today

• The consumer work we did to connect what we
  knew was true about Triscuit with what we
  suspected was true about our consumer
• How we turned that into a program called the
  Home Farming Movement
• The way we tested and optimized our program
• The results!
Some of the Tools We Used

• Data mining used to refine Triscuit’s Consumer
  definition
• On-line blog/ethnographies
• Copy testing with e-motion saccadic
  measurement
• Online monadic graphic study
Our Challenge

• Despite clear identity of the brand’s benefits,
  Triscuit was losing consumers and not achieving
  its growth targets
• We needed to do a better job at understanding
  Triscuit’s Growth Consumer and how to better
  connect with her
A Gap Between Reality and Perception
Reality: Many Virtues                    Perception: Outdated


                                          Serious                 Plain
                                         and Cold               and Boring


Simple Ingredients            Heritage




             Unique Texture                 Fibrous   Old- Fashioned
We Went Digging with Simmons Data



     94M women buy crackers        Difference =
                                83 Million Women!



                      11M
                     Women
                       Buy
                     Triscuit
Our Question



 Which of the 83 million are most
       “Triscuit positive”?
We Constructed a Values-Based Algorithm



   Triscuit strategy
                       Identified which of the
 “simple, authentic,
                       83 million non-Triscuit
 goodness” and built
                        cracker eaters shared
  a “mindset” that
                           this “mindset”
       reflect it
And Found 21 Million Women!
Introducing “Hannah”
Predisposed to healthier snacking
Had a preference for natural, real ingredients
Openly engaged to a message around “Simple, Authentic, Goodness”
• Nutritional value is the most important factor in what food I eat
• Prefer to eat foods without artificial additives
• I usually snack on healthy foods
• When shopping for food I look for natural/organic
• I like the trend towards healthier fast food
• I usually look for the freshest ingredients when I cook
• I make a conscious effort to recycle
• I am worried about pollution caused by cars

Source: Simmons 2010
Our Next Question


   By all measures she should be
    buying and loving Triscuit.
        So why wasn’t she?
We Turned to Blogs and Ethnographies
Working with NOW WHAT Research we Immersed
Ourselves in the Lives of 21 Hannahs
A Special Stage of Life




                ●   Fast              ●   Thoughtful
                ●   Juggling          ●   Focused
                ●   Whatever works    ●   What I enjoy
                ●   Live for “Them”   ●   Live for “Me”
Source: NOW WHAT Research
Discovering the Creative and
Self-Expressive




Source: NOW WHAT Research
                               @ 5ADVERTISING
                                7.   RESEARCH
                               "".,,,, FOU N DA T I O N
Connecting to What Really Matters



                               Where my
                            daughter and I talk




                                  Fireplace for
                                    family to
                                 gather around




Source: NOW WHAT Research
Foods and Brands That Feed Her Soul


                                 Upfront
                                 Honest
                               Transparent
                            Creative and witty
                             Modern and fun
                                 Unique
                               Wholesome
                                Healthier




Source: NOW WHAT Research
And How Was Triscuit Seen
in This New World?




Source: NOW WHAT Research
                            @ 5ADVERTISING
                             7.   RESEARCH
                            "".,,,, FOU N DA T I O N
The Core Insight




     Hannah is inspired by a sense of purpose, meaningful conversations, richer
friendships, deeper connections, joy and fulfillment and real foods that are delicious

          Snacks that nourish the body, the senses, the mind

Source: NOW WHAT Research
We Used the Core Insight to Build a
 Connection Between Hannah and Triscuit
    Brand           Product          Consumer             Culture
  A mission to      Made from      Craves simplicity,  Post-recession
champion simple,      3 simple    honesty and to more back to basics
   authentic        ingredients     closely align her mentality: home,
   goodness                         values with her      family and
                                        actions         community



                   “Unearth What Matters”
Home Farming… a Philosophy in Action

• Engages Hannah in creative activities
• Reinforces connection through her
  appreciation of
  – Real ingredients in food
  – Connecting with friends who share her passions
  – Enriching sense of time, place and pride of ownership
In Short, We Aimed to Do Something
That Matters!

                   The Home Farming Mission
                   • Help everyone, everywhere
                     create their own home farm
                      – Inspire
                      – Equip
                      – Inform
                      – Support
Research Impact
How Do We Ensure a
Strong Home Farming 2.0?


 We didn’t turn off the research…
 We put our two biggest vehicles
     under the microscope:
       TV and Packaging
Copy Testing Told Us We Had a Solid Spot

• Strong Involvement: Zapping Below Norm
• Clear Message Delivery –
  “Growing Vegetables at Home”
• Great Brand Fit
• Increases Triscuit’s Perception
     –    Delicious way to eat healthy
     –    Encourages consumers to join something meaningful
     –    A brand that cares about the environment
     –    More than just a snack
Source: PreTesting Group
Strong Likeability…
                                       2% 3%

                              12%

                                                            41%


                              42%




       Liked it very much           Liked it somewhat           Neither liked nor disliked it
       Disliked it somewhat         Disliked it very much

Likeability: Q. Which statement best describes how much you either liked or
disliked the Triscuit commercial?
Source: PreTesting Group
…with Strong Message Delivery!

                                      10%
                                                        27%
                            11%



                           23%
                                                       29%



           Very likely                Somewhat likely               Neither likely nor unlikely
           Somewhat unlikely          Very unlikely


Intent to visit website: Q. How likely would you be to visit the website
to learn more about Home Farming?
Source: PreTesting Group
Saccadic Eye Tracking Showed Engagement
  Levels Peaked During Consumer Close-Ups…
  Active Saccadic Data
Active e-Motion Index




                        1    2   3   4   5   6   7   8   9   10   11   12   13   14   15

      Source: PreTesting Group
Leveraging Learning, We Put the
Message on 4 Million Packages…
                             joion,.,
                            Home Farming
                              Movement!



                       Triscu t
                          .. ORIGINAL ,
                          •
                                        ~




                                        @ 5ADVERTISING
                                         7.    RESEARCH
                                        "".,,, , FOU N DA T I O N
And Consumers Said… “Not Bad”!

Strengths
• Broke through shelf clutter
• Viewed as unique
• Improves imagery: contemporary, energetic,
  cares about environment, shares my values

Optimization Opportunities
• Dial-up appetite appeal
• Less motivating
Source: Market Tools, Graphic Evaluation
Home Farming Message Was Strong…
…but we needed to improve seed card communication
         Aided Recall of “Home Farming”                 Aided Recall of Seed Card
          Phrase on Triscuit Package (%)               Information on Package (%)
            Cell 2: Triscuit Home Farming             Cell 2: Triscuit Home Farming
                                Total                               Total
                              (N=157)                             (N=157)




                                            8            Noticed
                 Noticed                                                      32
                 “Home                                  Seed Card
                Farming”                               Information
                 Phrase                                 on Back of
                                                         Package
                                           92                        68


Q 31. Did you notice the “Home Farming” phrase on the package of Triscuit crackers you saw?
Q 34A. Did you notice the seed card information on the back of the package?
Base: Those who viewed Home Farming package
Source: Market Tools, Graphic Evaluation
New and Improved…
and Now Hitting Shelves!

                           Dials-Up
                           • Home Farming
                             communication
                           • Connection with shopper
                           • Appetite appeal –
                             more real food presence
                           • Clearer communication
                             on back panel
                           • Additional panel dedicated
                             to seed instructions
It Must Have Been Good Enough for a 2.0…




          …but how good?
Our Efforts Spawned a Real Movement…

                       • 500,000 + visitors
                       • 4,000+ home farms
                       • All 50 states
                       • 12 countries!
Anchored by a Real Commitment…




                                 @ 5ADVERTISING
                                  7.   RESEARCH
                                 "".,,,, FOU N DA T I ON
Generating Real Buzz…




      Half a BILLION earned impressions!
Generating a Real Turnaround!
Base velocity % change
  12

  10

   8

   6

   4

   2

   0

   -2

   -4

   -6

   -8

  -10      2009          2010
We’re Looking Forward to a Great 2011!
     Join us on Triscuit
National Home Farming Day      Join us anytime
       April 12, 2011!      at homefarming.com!

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Research Impact

  • 1. RESEARCH IMPACT Moderator Mainak Mazumdar SVP, Measurement Science & Product Marketing The Nielsen Company
  • 3. Triscuit: Unearthing What Matters Leveraging Insights to Optimize Communication Heddy DeMaria Julie Kravetz Jim Low Director, CIS – Biscuit Acct Planning, Director Marketing Director Kraft Foods, Inc. Euro RSCG Kraft Foods, Inc.
  • 4. What We’ll Share with You Today • The consumer work we did to connect what we knew was true about Triscuit with what we suspected was true about our consumer • How we turned that into a program called the Home Farming Movement • The way we tested and optimized our program • The results!
  • 5. Some of the Tools We Used • Data mining used to refine Triscuit’s Consumer definition • On-line blog/ethnographies • Copy testing with e-motion saccadic measurement • Online monadic graphic study
  • 6. Our Challenge • Despite clear identity of the brand’s benefits, Triscuit was losing consumers and not achieving its growth targets • We needed to do a better job at understanding Triscuit’s Growth Consumer and how to better connect with her
  • 7. A Gap Between Reality and Perception Reality: Many Virtues Perception: Outdated Serious Plain and Cold and Boring Simple Ingredients Heritage Unique Texture Fibrous Old- Fashioned
  • 8. We Went Digging with Simmons Data 94M women buy crackers Difference = 83 Million Women! 11M Women Buy Triscuit
  • 9. Our Question Which of the 83 million are most “Triscuit positive”?
  • 10. We Constructed a Values-Based Algorithm Triscuit strategy Identified which of the “simple, authentic, 83 million non-Triscuit goodness” and built cracker eaters shared a “mindset” that this “mindset” reflect it
  • 11. And Found 21 Million Women! Introducing “Hannah” Predisposed to healthier snacking Had a preference for natural, real ingredients Openly engaged to a message around “Simple, Authentic, Goodness” • Nutritional value is the most important factor in what food I eat • Prefer to eat foods without artificial additives • I usually snack on healthy foods • When shopping for food I look for natural/organic • I like the trend towards healthier fast food • I usually look for the freshest ingredients when I cook • I make a conscious effort to recycle • I am worried about pollution caused by cars Source: Simmons 2010
  • 12. Our Next Question By all measures she should be buying and loving Triscuit. So why wasn’t she?
  • 13. We Turned to Blogs and Ethnographies Working with NOW WHAT Research we Immersed Ourselves in the Lives of 21 Hannahs
  • 14. A Special Stage of Life ● Fast ● Thoughtful ● Juggling ● Focused ● Whatever works ● What I enjoy ● Live for “Them” ● Live for “Me” Source: NOW WHAT Research
  • 15. Discovering the Creative and Self-Expressive Source: NOW WHAT Research @ 5ADVERTISING 7. RESEARCH "".,,,, FOU N DA T I O N
  • 16. Connecting to What Really Matters Where my daughter and I talk Fireplace for family to gather around Source: NOW WHAT Research
  • 17. Foods and Brands That Feed Her Soul Upfront Honest Transparent Creative and witty Modern and fun Unique Wholesome Healthier Source: NOW WHAT Research
  • 18. And How Was Triscuit Seen in This New World? Source: NOW WHAT Research @ 5ADVERTISING 7. RESEARCH "".,,,, FOU N DA T I O N
  • 19. The Core Insight Hannah is inspired by a sense of purpose, meaningful conversations, richer friendships, deeper connections, joy and fulfillment and real foods that are delicious Snacks that nourish the body, the senses, the mind Source: NOW WHAT Research
  • 20. We Used the Core Insight to Build a Connection Between Hannah and Triscuit Brand Product Consumer Culture A mission to Made from Craves simplicity, Post-recession champion simple, 3 simple honesty and to more back to basics authentic ingredients closely align her mentality: home, goodness values with her family and actions community “Unearth What Matters”
  • 21. Home Farming… a Philosophy in Action • Engages Hannah in creative activities • Reinforces connection through her appreciation of – Real ingredients in food – Connecting with friends who share her passions – Enriching sense of time, place and pride of ownership
  • 22. In Short, We Aimed to Do Something That Matters! The Home Farming Mission • Help everyone, everywhere create their own home farm – Inspire – Equip – Inform – Support
  • 24. How Do We Ensure a Strong Home Farming 2.0? We didn’t turn off the research… We put our two biggest vehicles under the microscope: TV and Packaging
  • 25. Copy Testing Told Us We Had a Solid Spot • Strong Involvement: Zapping Below Norm • Clear Message Delivery – “Growing Vegetables at Home” • Great Brand Fit • Increases Triscuit’s Perception – Delicious way to eat healthy – Encourages consumers to join something meaningful – A brand that cares about the environment – More than just a snack Source: PreTesting Group
  • 26. Strong Likeability… 2% 3% 12% 41% 42% Liked it very much Liked it somewhat Neither liked nor disliked it Disliked it somewhat Disliked it very much Likeability: Q. Which statement best describes how much you either liked or disliked the Triscuit commercial? Source: PreTesting Group
  • 27. …with Strong Message Delivery! 10% 27% 11% 23% 29% Very likely Somewhat likely Neither likely nor unlikely Somewhat unlikely Very unlikely Intent to visit website: Q. How likely would you be to visit the website to learn more about Home Farming? Source: PreTesting Group
  • 28. Saccadic Eye Tracking Showed Engagement Levels Peaked During Consumer Close-Ups… Active Saccadic Data Active e-Motion Index 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Source: PreTesting Group
  • 29. Leveraging Learning, We Put the Message on 4 Million Packages… joion,., Home Farming Movement! Triscu t .. ORIGINAL , • ~ @ 5ADVERTISING 7. RESEARCH "".,,, , FOU N DA T I O N
  • 30. And Consumers Said… “Not Bad”! Strengths • Broke through shelf clutter • Viewed as unique • Improves imagery: contemporary, energetic, cares about environment, shares my values Optimization Opportunities • Dial-up appetite appeal • Less motivating Source: Market Tools, Graphic Evaluation
  • 31. Home Farming Message Was Strong… …but we needed to improve seed card communication Aided Recall of “Home Farming” Aided Recall of Seed Card Phrase on Triscuit Package (%) Information on Package (%) Cell 2: Triscuit Home Farming Cell 2: Triscuit Home Farming Total Total (N=157) (N=157) 8 Noticed Noticed 32 “Home Seed Card Farming” Information Phrase on Back of Package 92 68 Q 31. Did you notice the “Home Farming” phrase on the package of Triscuit crackers you saw? Q 34A. Did you notice the seed card information on the back of the package? Base: Those who viewed Home Farming package Source: Market Tools, Graphic Evaluation
  • 32. New and Improved… and Now Hitting Shelves! Dials-Up • Home Farming communication • Connection with shopper • Appetite appeal – more real food presence • Clearer communication on back panel • Additional panel dedicated to seed instructions
  • 33. It Must Have Been Good Enough for a 2.0… …but how good?
  • 34. Our Efforts Spawned a Real Movement… • 500,000 + visitors • 4,000+ home farms • All 50 states • 12 countries!
  • 35. Anchored by a Real Commitment… @ 5ADVERTISING 7. RESEARCH "".,,,, FOU N DA T I ON
  • 36. Generating Real Buzz… Half a BILLION earned impressions!
  • 37. Generating a Real Turnaround! Base velocity % change 12 10 8 6 4 2 0 -2 -4 -6 -8 -10 2009 2010
  • 38. We’re Looking Forward to a Great 2011! Join us on Triscuit National Home Farming Day Join us anytime April 12, 2011! at homefarming.com!