For my Comstrat 480: Advertising Operations and Campaigns class, my team and I were assigned to create a test market campaign for a new product in the market, Honey Maid Go Bites. As a very prestigious brand throughout the cookie and cracker industry, Honey Maid, and specifically Nabisco have flourished by having a wide variety of cookies and crackers available to their consumers. We had one simple task: create a successful test marketing campaign for the Go Bites, creating trial for our targeted consumer. 

 

Starting with a very detailed situation analysis, analyzing the cookie and cracker industry/market (NAICS 311821) for our product, its competitive position, the consumer, advertising history, dealers and distribution, and sales promotions, we were able to get a good idea of the route we needed to take in creating trial for our product.

 

Our test market city was the Spokane DMA, and our recommended target market was children 6-11 years old involved in organized sports with parents who are cookie consumers, yet still health conscious. 

 

By targeting young active children, we wanted to show them that Go Bites is everything you need to get the energy boost you need during game time, helping you perform like the professional athlete you look up to. With that we came up with our creative campaign:

GO.SNACK.PLAY!

 

We planned to utilize outdoor ads and a television spot where our targeted consumer will be most tuned into.