Role: Strategist
Agency: Leo Burnett
Client: Jet-Puffed Marshmallows (Kraft)
Campaign: Go Ahead N’ Play
Challenge: For the Leo Burnett pitch project, I worked as a strategist on a team of 12 interns. We were tasked to recreate the Jet-Puffed Marshmallow brand, and ultimately increase awareness.
Responsibilities: Conducting primary (shop-a-longs, man on the street, in-depth target interview) and secondary (Nielsen, RedBooks, Trade Journals) research, co-creating and co-presenting creative brief to our creative team, and ultimately pitching our campaign to the client and the Leo Burnett executive team.
Key Learnings: Jet-Puffed Marshmallows has almost no brand recognition. We needed to find a way to talk to their key demographic (millennial moms). After conducting primary research and pouring through secondary research I found that these moms wanted to play, create, and ultimately have an experience with their food and their children.
Recommendation: Create fun, interactive advertisements in store, OOH, and online (Instagram specifically) that illustrate the inherent “fun” of marshmallows.
Fun Fact: Getting interviews on the street is really difficult! I think our success rate was roughly 7%
Image above created by: Cristina Hernandez, Jack Dess, and Pamela Lama
Shannon Waisath 