1. Stellar Promotions:
Anton Christofer Berner
Nicole Fernandez
Jason Oppenheim
Jackson Peck
Eric Poggioli
Scott Martin
Bryan Tarver

2. Table of Contents
I. The Objective and Target Demographic…………………………….2
II. The Flavors …………………………………………………….....3
III. The Flavor Calendar………………………………………….........4
IV. In Store PoP………………………………………………………..6
V. Local Store Marketing………………………………………….......8
VI. Social Media………………………………………………………9
VII. Mobile app and Loyalty Program……………………………….12
VIII. Website………………………………………………………....13
IX. Alternative Media………………………………………………...15

3. I. The Objective
& Target Demographic
A.
B.
2
The Objectives
a.
Develop promotional package for Period 2 (March-May 2014)
b. Increase traffic/frequency during slower months
c.
Establish brand as “step above” the rest
d. Reinforce get real™
e.
Increase engagement on mobile app loyalty program
Target Demographic- 18-34 year old females who seek excitement
and want to try new flavors

4. II. The Flavors
10 internationally themed flavors and/or suggested pairings
1. Belgium Waffle
2. Italian Nutella
3. Spanish Churro Chocolate Swirl
4. Swedish Cloudberry
5. Guatemalan Mamey
6. Caribbean Sapodilla Fruit
7. Tasmanian Papaya
8. Tahitian Banana Coconut Pudding
9. Paraguayan Passion Fruit Mousse
10. Brazilian Brigadeiro
3

5. III. The Flavor Calendar
Offer two flavors for a 20 day period
A. Introduce 2 new flavors as 2 old flavors are ending with 2 day
overlap
a. March 1 - March 20: Belgium Waffle and Italian Nutella
b. March 19 - April 8: Spanish Churro Chocolate Swirl and
Swedish Cloudberry
c. April 7 - April 27: Guatemalan Mamey and Caribbean
Sapodilla Fruit
d. April 26 - May 15: Tasmanian Papaya and Tahitian Banana
Coconut Pudding
e. May 14 - May 31:Paraguayan Passion Fruit Mousse and
Brazilian Brigadeiro
B. Group the flavors by regions- Start from Europe and end with South
America
4

6. 5

7. IV. In-store PoP
A. Interactive screens showcasing
flavor quest
a. Explain the origins of
each flavor
b. Allow customers to view
the flavor calendars
B. Large map with pinpointed
destinations and facts of flavors
+ QR codes for loyalty
a. History of different
flavors
b. Explain importance of the
flavors
c. QR codes to track
returning customers
loyalty
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8. IV. In-store PoP
C. LCD TVs showcasing elements
of Flavor Quest campaign
a. Show YouTube Flavor
Quest episodes
b. Explain the rewards
program
c. Explain grand prize rules
and possible destinations
d. Expedia advertisements
showing destinations
offered for grand prize
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9. V. Local Store Marketing
A. Direct mail (try first 5oz. free)
a. Send to residents near local Yogurtland
location
B. Local Newspapers, Campus Print Media
a. Advertise in local newspapers about
Flavor Quest
b. Put ads in local high school and college
campus newspapers
C. Out-Of-Home Ads (Buses, outdoor-displays)
a. Buses will display Flavor Quest map
b. Bus stops will have maps (similar to bus
maps) showcasing Flavor Quest
destinations
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10. VI. Social Media
A. Facebook- like the YogurtLand page and tell us your Flavor Quest
(https://www.facebook.com/yogurtland)
a. Chance to create flavor for next year’s Flavor Quest
b. Winner gets to travel with Yogurtland and our Flavorologist to the
location to experience how the flavors will be tested and created
B. Twitter- #flavorquest (https://twitter.com/Yogurtland)
a. Tweet out flavor calendar
b. Reminder tweets about 2 current flavors and upcoming 2 flavors
c. Run new contest coinciding with the flavor calendar
d. Tweet picture of creation along with your recipe for each new flavor
for a chance to win free 10-oz.
i. Must follow @yogurtland
ii. Include #FlavorQuest
iii. 10 winners per contest
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11. VI. Social Media
C. Instagram- #flavorquest
a. Instagram the two current flavors a week before the new
flavor cycle with YogurtLand Recipe for each of the flavors.
b. Run new contest coinciding with the flavor calendar
c. Instagram picture of your creation along with your recipe
for each new flavor for a chance to win free 10-oz.
i. Must follow @yogurtlandinc
ii. Include #FlavorQuest
iii. 10 winners per contest
D. Pinterest- #flavorquest
a. Post your own creations to share with the world
b. Add an entry to grand prize trip
c. Run new contest coinciding with the flavor calendar
d. Post your recipe for each new flavor for a chance to win free
5-oz.- 10 winners per contest
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12. VI. Social Media
E. YouTube Documentary - Webisodes of each
destination
a. Create interest for each flavor
b. Shows where flavor is coming from and
why it was chosen
c. Showcase points of interest in each
location
F. YouTube Advertising
a. Target 18-34 year old females (Lorde,
Katy Perry, Lady Gaga etc.)
b. Focus on YouTube personalities (Jenna
Marbles).
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13. VII. Mobile App & Loyalty
A. Yogurt Passport - Loyalty Program on App
a. Try 8 of the 10 flavors to complete your passport and win
b. 10 oz free + chance to win 7 day trip for 2 to a destination of your choice
i.
Chance to win trip for 2 with purchase of all flavors
ii. Destinations based on locations of the Flavor Quest
iii. Winner chosen by random draw
c. QR codes will be on in-store map for scanning as quest goes along.
B.
C.
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Vote for your favorite global flavors
a. Allow customers to vote for their favorite flavors
b. Winning flavor will come back prior to next year’s Flavor Quest to create interest
Watch YouTube webisodes on App- Allows customer to be informed about the origins of
their favorite flavors

14. VIII. Website
A. Separate website for flavor quest
a. Create Flavor Quest website
b. Links to social media pages
c. Attach link to Yogurtland website
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15. VIII. Website
B. Outlines the campaign
a. Different tabs explaining the Flavor Quest
i.
Home: YouTube webisodes and the rules and regulations of the quest
ii. The Quest:
1. Promotional tools used
2. Identify promotional partners
iii. Global Flavors:
1. Display the 10 international flavors with a picture of the original food,
with the dates that flavor will be offered
2. Give brief summary of each flavor
iv. #Flavorquest: Links to social media pages (Facebook, Twitter, Instagram,
Pinterest, and YouTube)
v. Your Store:
1. Help locate the closest store to you
2. Interactive map to show store’s location
3. Overview marketing campaign
4. Expedia map to show destinations
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16. IX. Alternative Media
A. Spotify/ Pandora/ iTunes Radio
a. Run commercials promoting the Flavor Quest
b. Ask listeners to like our social media sites to share their Flavor Quest
B. Facebook advertising
a. Ads promoting the flavors being used
b. Reminder ads about the 2 current flavors for that time period
C. Expedia.com
a. Create partnerships to sponsor the grand prize trip
b. Allow Expedia.com to air commercials on in-store TVs
c. Expedia logo draws the lines connecting the locations of each flavor
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