Examples of Creative

Part
01
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Part
01

Creative Examples - Uncle Ben's Rice

Uncle Ben's Rice has invested in TV ads, print ads, online video ads, web banner ads, OOH ads, and in-store retail ads in 2017 and 2018. The rest of the details have been provided in the spreadsheet.

TV Ads

2017:
2018:

Print Ads

2017:
2018:

Video Ads

2017:
2018:

Web Banner Ads

2017:
2018:

OOH Ads

2017:
2018:

In Store Retail Ads

2017:
2018:
Part
02
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Part
02

Creative Examples - Walmart or Kroger/SafewayFrench Fries/Tots/Onion Rings

In 2018, Walmart published an in-store advertisement that focuses on french fries. No examples of TV advertisements, printed advertisements, online video advertisements, Web Banner advertisements or "outside-the-home (OOH) advertisements were found in the public domain. The attached spreadsheet, column V, has been provided with the available examples.

Helpful findings

  • On site iSpot TV, no available advertisements from Walmart focus on their french fries, tots or onion rings product lines.
  • In August 2019, Walmart advertised its russet potato product in the weekly printed flyer
  • No printed advertisements are available for Walmart prior to September 2019.
  • Walmart's "Beer Battered Onion Rings Ruffles" have appeared in the store this year, after a six-year absence
  • Walmart's official 2017/2018 YouTube ads are mostly related to Kids' Toys and Grocery Pickup, instead of their french fries, tots or onion rings product lines
  • In 2018, Walmart have posted an in-store advertisement that focuses on their french fries product line

Research Strategy

To start the search, the research team searched for information on advertisement plans undertaken by Walmart, Kroger and Safeway. To find this information, company websites were searched, as well as relevant annual reports and press releases from each of the companies under investigation. What we hoped to find there were statements from the company that are directly related to advertising regarding their french fries, tots and onion rings product lines. We have also checked advertising agencies such as Adweek and Ad Age, but failed to locate any relevant information. Available information focused on brand's advertising surrounding Personal Care, Beauty, Videogames and other irrelevant product lines, rather than french fries, onion rings or tots.

Next, the research team checked for TV advertisements related to brand's french fries, onion rings and tots product lines. TV advertisement databases such as iSpot TV were searched, but no 2017/2018 TV advertisements even briefly focused on either french fries, onion rings or tots product lines, although commercials surrounding cheese products and chips were available.
The research team has then turned to searching Walmart, Kroger and Safeway social media profiles such as Facebook, Twitter, YouTube and Instagram. Our goal was to find online advertisements, such as videos, that focus on product lines under investigation. This way, the team was able to uncover an in-store advertisement by Walmart that focused on their french fries product, published in 2018. Other available relevant advertisements were published outside of the requested time span. On YouTube and Instagram, no relevant advertisements were available.

Following this, we have turned to searching third-party advertising databases such as Weekly Ads, Ads of the World, Moat, WARC, hoping to find 2017 and 2018 advertising examples that focus on the requested product lines. This way we have uncovered Walmart's printed advertising that focuses on russet potatoes, however nothing specific to french fries, onion rings or tots came up. Although Walmart advertising surrounding Red Robin's french fries was available, we have decided to exclude this from our research since this is an independent brand.

We have also explored the website of The Martin Agency. This strategy was deployed because Walmart is known to conduct advertising campaigns in collaboration with this marketing agency. Unfortunately, no relevant results were obtained. During the search, we encountered a statement that Walmart has stopped working with The Martin Agency.

As a last resort, we have decided to broaden the scope of the query. We have searched for advertisements that were published prior to 2017, but were valid or active throughout 2017 and 2018. This strategy was also not successful because no advertisements published prior to 2017 were active in 2017 and 2018. Also, none of the uncovered outdated advertisements focused on french fries, onion rings or tots product lines.

A possible explanation for the lack of relevant advertising imagery is that Walmart, Kroger and Safeway deal with various products apart from those requested, which is why they rarely specifically advertise their french fries, onion rings and tots products.




Part
03
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Part
03

Creative Examples - Alexia French Fries/Tots/Onion Rings

While no publicly available information depicts national TV commercial airings from Alexia for 2017 or 2018, the company released online ads titled, "It’s getting hot in here #steamy" on September 23, 2017, and "National French Fry Day" on July 13, 2018. Below is an outline of the research strategies used to shed light on why the information requested is publicly unavailable, as well as a deep dive into the findings. Complete details are available within the attached spreadsheet.

SCREENSHOTS TO PRINT ADS

  • 2017: 4 print ads for Alexia tots/fries and onion rings can be seen here.
  • 2018: 8 print ads for their sweet potato fries, onion rings can be seen in their campaign for sweet potato in Northern California with a tagline 'Farm to Flavour'.

ONLINE VIDEO ADS

  • 2017: Alexia released a video ad on Facebook with title, "It’s getting hot in here #steamy" on September 23, 2017. Another video ad promoted their sweet potato fries with "A little bit of sweetness goes a long way" January 23, 2017.
  • 2018: Alexia also advertised the "National French Fry Day" with their fries on July 13, 2018. The brand also promoted their tots with #SweetPotatoPuffs and "Valentine's Day With Alexia" on Facebook on February 14, 2018.

SCREENSHOTS OF WEB BANNER ADS

  • 2018: Alexia foods web banner claiming “All Natural” can be seen here.

ADDITIONAL INSIGHTS:

  • 2013 Alexia: Farm to Flavour TV ad can be viewed here.
  • Alexia food is a brand of ConAgra Brands.
  • ConAgra was one of DDB Chicago's top three accounts but they stopped working together in 2018 for unknown reasons. DDB works on brands including Reddi-Wip, Marie Callender's, Pam, Hunt's, Ro-tel and Hebrew National, while Match (the company's new agency) is responsible for brands including Healthy Choice, Bertolli, Frontera and Orville Redenbacher's.
  • As per Comscore, "ConAgra Foods changed its media buying strategy, negotiating for guaranteed viewability and audience delivery rates in order to improve its campaign performance."
  • Target promoted a new $0.75/1 Alexia coupon (Alexia Frozen Products Only $1.80) in January 2017.
  • "Alexia Potatoes and Onion Rings for JUST $2.00 at Kroger" coupons were posted in 2017.
  • "Alexia Frozen Potatoes and Onion Rings as low as $1.74" coupons at Kroger were posted in 2018.
  • "Alexia Potatoes Or Onion Rings Just $1.99 At Kroger" coupons can be seen here.

Research Strategy:

The research team provided examples for online video ads, and screenshots to print ads Alexia products but we were unable to provide the TV ads that were not an online campaign, web banner ads, OOH (outside the home) ads, or in-store retail ads due to lack of publicly available data. We provide a discussion of our research approach below in order to provide a better understanding of the paths we took and why we have determined some of the information is unavailable.

We started our search by looking for creative examples for the Alexia brand through the company website; we were looking for press releases, news, blogs, etc. for company promotions or advertisements. The website only provided information regarding the brand, products, recipes and contact details and no mention or any advertisement was found through them. We then moved on to scour through media publications like AdAge, Adweek, Similar Web, iSpot TV, and the Journal of Advertising Research, among others, but these also did not provide any information regarding the TV ads, web banner ads, OOH ads, or in-store retail ads. The articles mostly spoke about the brand or recipes. Also, based on the selection from iSpot TV, there were no TV commercials aired for the brand. We also looked for case studies from HBR, Wharton, Stanford, NYU but these also did not yield any desired results. Hence, this strategy proved futile.

Next, we attempted to work around the lack of ads in obvious places and dug into its parent company, ConAgra Brands. The idea here was to see the overall advertising methods, channels used to identify the examples for Alexia since sometimes the parent companies market the products under its name. Though we were able to identify the parent company's advertising performance and effectiveness ROI, advertising agency details, ads and tracking developments, and coupons for Alexia products (e.g., Kroger Krazy), there was no relevant information available and this strategy also failed to yield any fruitful results.

We then identified major ConAgra brands and the agencies they worked with in an effort to explore those agencies' websites for case studies or examples they might have posted about Alexia products. We explored DDB and Match agencies to locate any ads they might have worked on for the Alexia brand but this strategy also failed to yield any results. Later, we broadened our scope and searched for ads from sources beyond 2017 and 2018. The idea here was to check if any campaigns conducted before these timeframes were still valid or active. We found a 2013 TV ad, but the ad was listed as inactive and no other information was available. This unavailability might be due to no such campaigns being conducted through these channels or the tendency for the focus to be on the parent company and not on individual brands.

Part
04
of twenty-two
Part
04

Creative Examples - Ore Ida French Fries/Tots/Onion Rings

Information related to Ore Ida's online video ads, web banner ads, OOH ads, and in-store retail ads for 2017 and 2018 has been included in the spreadsheet.

Research Strategy:

  • We began our search by going through the official website and social media accounts of the company in order to see if the company had published any specific ads. Unfortunately, most of the ads we found were from 2018. Information for 2017 ads run by the company was not readily available. We also went through specific advertisement databases such iSpotTV, Adsoftheworld, and Searchenginewatch to see if we can find any older advertisements for the specific company but we could not locate any such advertisements performed by the company in 2017. We also looked through different trusted media sites like the New York Times, the Washington Post, and USA Today. Unfortunately, we could not find additional insights into Ore Ida's marketing campaigns prior to 2018. As such, we have assumed that the company did not perform any significant advertising campaigns in 2017.

Part
05
of twenty-two
Part
05

Creative Examples - Country Crock Mashed Potatoes

There is no evidence in the public domain that examples of advertisements for Country Crock mashed potatoes in the categories of TV ads, print ads, online video ads, web banner ads, outdoor ads and retail ads between 2017-2018 are available. Previous advertisements in these categories do exist, but are older than the 2017 period. Full details of older ads may be found in the attached spreadsheet.

HELPFUL INFORMATION


RESEARCH STRATEGY

We started our search by looking for creative examples for Country Crock through the company website. We were looking for blogs, news articles and press reviews which would show advertisements in all areas mentioned for the company. What we found on the website were products and recipes that the company offers.

The research team also looked at Country Crock’s Official Media pages such as their Facebook page, Instagram profile and Twitter page but we found no TV advertisements, press releases, or news articles for the product mentioned. The social media pages were generally promoting their plant based butter product and baking products as well as recipes and a video on Country Crock’s Facebook page was found, which promotes one of their newest products. We also looked at the website iSpot TV for TV ads but did not find the product for the mentioned time frame. What we did find was a Country Crock TV commercial dated to the year 2014 which shows their mashed potato product and it is included, as well as screenshots for the ad. We also looked at the YouTube website and Daily Motion for video ads, but did not find any ads on Daily motion, only videos from Country Crock’s YouTube channel. These videos include a commercial ad older that 2017, as well as videos of a professional chef preparing potato recipes on the channel.

Finally, the research team conducted research through online magazines and retail stores for web banner advertisements and print ads, but did not find advertisements on the product for the time frame. We looked at Good housekeeping where there was an advertisement Country Crock’s mashed potatoes, but from an older period. We also looked at the website of Walmart for listings of the product being advertised, but could not find this information. What we found instead was an older advertisement of the product. Based on this research, it appears Country Crock’s mashed potatoes has been discontinued by the company.


Part
06
of twenty-two
Part
06

Creative Examples - Bob Evans Mashed Potatoes

In 2018, Bob Evans launched a TV commercial promoting Bob Evans Mashed Potatoes titled 'Family Chef.' In 2017, it released an online video ad promoting the product under the title "Where do mashed potatoes come from?" Examples of TV, online video, and web banner ads for Bob Evans Mashed Potatoes have been provided in rows two through eight of column R of the attached spreadsheet.

TV Ads:

  • 2017: N/A
  • 2018: Bob Evans released a TV commercial for Bob Evans Mashed Potatoes with the title 'Family Chef.'

Online Video Ads :

  • 2017: Bob Evans launched an online video ad for Bob Evans Mashed Potatoes with the title "Where do mashed potatoes come from?"
  • 2018: N/A

Web Banner Ads:

  • 2018: Publix used web banner ads promoting Bob Evans Mashed Potatoes here and here.

Research Strategy:

To garner examples of TV ads, print ads, online video ads, web banner ads, and outside the home ads of Bob Evans Mashed Potatoes from 2017 and 2018, we initially conducted a deep dive into the company website/press releases, news, blogs, etc. However, we could not locate anything specific to the product for the specified years as most of the information was for 2019.

Next, we explored Bob Evans' social media channels such as Facebook, YouTube, Pinterest to find the missing information. Nonetheless, we could only locate one online video ad from 2017 specific to Bob Evans Mashed Potatoes. There were no examples of TV ads, print ads, web banner ads, and outside the home ads of Bob Evans Mashed Potatoes for the requested years, as most of the information focused on recipes and all its products in general.

Afterward, we consulted third-party sources such as ISpot, Adage, Weekly Ads, Weekly Ads2, and True Money Saver, among others. However, we only found one TV commercial from 2018 and web banner ads from My Coupon Expert, Kroger Krazy, and True Money Saver. We also found a few print ads from My Coupon Expert, Weekly Ads, Weekly Ads 2, and True Money Saver, which mentioned Bob Evans Mashed Potatoes deals/pricing at retail stores like Kroger, Walmart, Publix etc. The print ads were not wholly specific to Bob Evans Mashed Potatoes.

We also looked into advertisements from leading retail stores specific to Bob Evans Mashed Potatoes. We observed the websites and social media channels of retailers such as Kroger, Shoprite, Walmart, Publix, HEB, and Save A Lot, among others with a motive of capturing (triangulating) information on in-store retail ads, outside the home ads, and online video ads specific to Bob Evans Mashed Potatoes. Nevertheless, we came across a few images of the product at retail stores like Walmart, Publix, Kroger, etc., but there were no examples of in-store retail ads for Bob Evans Mashed Potatoes.

Finally, we tried looking for information from any advertising agency that partnered with Bob Evans to promote the specified product to triangulate the required data. Still, we did not find any mention of the company partnering with an advertising agency after searching through the company website and press releases such as USA Today, WSJ, Times, NYT, and PRNewswire, among others to derive further. Most of the information we came across was on the expanding product line and launches of Bob Evans.

Part
07
of twenty-two
Part
07

Creative Examples - Walmart or Kroger/Safeway Rice

There is no publicly available information to provide evidence of the ads and promotions for the rice products of Walmart or Kroger; this is because Walmart doesn't have a private label for rice and although Kroger has private label rice products, the retail store does not normally advertise specific products of their private labels. Below is an outline of the research strategies to better understand why the information requested is publicly unavailable, as well as a deep dive into the findings (the spreadsheet is attached here).

WALMART

  • Walmart US markets lines of merchandise under their private label store brands, including Adventure Force, AutoDrive, BlackWeb, Equate, Everstart, Faded Glory, George, Great Value, Holiday Time, Hyper Tough, Kid Connection, and Mainstays, among others.
  • Walmart's TV advertisement for Christmas 2017 and 2018 Black Friday focused on the Walmart store itself and what consumers could buy in Walmart and not Walmart’s private label rice product or the brands:
    • 2017: "Leads the Pack"
    • 2018: "Light Up Black Friday"
  • There were thousands of web banner ads for Walmart in Moats’ database; unfortunately, no advertising images were found for any private label rice product or brands.
  • Walmart print ads in 2017 and 2018 include thousands of brands. Unfortunately, no advertising images were found for Walmart’s private label rice products.
  • Walmart online video ads include videos of great money-saving and time-saving tips, the hottest new products, entertaining ideas and inspiration, and 'Rollbacks' and 'Special Buys.' Unfortunately, no advertising images were found for Walmart’s private label rice product or the brands.
  • OOH (outside of the home) ads and in-store retail ads did not show images for Walmart’s private label rice product or the brands.

KROGER

  • Kroger's private label brands for rice includes Garden Vegetable 90 Second Rice, Enriched Long Grain White Rice, and Long Grain White Rice, among others.
  • Kroger's TV advertisement, "Zero Waste," in 2018 focused on Kroger promoting the store's efforts to eliminate waste to zero to reduce hunger to zero. Private label rice products or Kroger rice brands were not found in the TV ad.
  • There were thousands of web banner ads for Kroger in Moats’ database. Unfortunately, no advertising images were found for its private label rice product or the brands. Private Selection ads in Kroger mostly pertain to the brand itself and not for any specific product.
  • Kroger's online video ads include videos of recipes, how-to videos, and community stories but no advertising videos were found for Kroger's private label rice products.
  • Kroger's print ads in 2017 and 2018 include thousands of brands. Unfortunately, no advertising images were found for Kroger's rice brand products.
  • OOH ads and in-store retail ads also did not show images for Kroger's private label rice products or the brands.

Research Strategy:

To provide examples of the requested advertising for 2017 and 2018 for Walmart or Kroger/Safeway Rice, we started our research by identifying the different private label brands for Walmart and Kroger—this was to ensure that Walmart or Kroger have private brands for rice product advertisement. From here, we looked at both companies' online stores for their rice products. We have identified the number of rice products under their private labels. We also found that Kroger has its rice brand that is carried in Kroger retail stores and online.

Initially, in order to locate information on TV ads, print ads, online video ads, web banner ads and OOH ads for Walmart or Kroger for the years 2017 and 2018, we looked at each company's press releases and its media kits for any branding, marketing and advertising materials used for their rice products. Unfortunately, while there were press releases for private label brands of these retailers, none were found that were specific to the rice products of Walmart. However, we found private label brand details for the rice products of Kroger. For online video ads, we searched each store's social media channels like Twitter, Facebook, YouTube, and Instagram. Online videos of Walmart or Kroger from YouTube are mostly videos about great money-saving and time-saving tips, the hottest new products, entertaining ideas and inspiration and the like and none from its private products nor other brands the retail stores carry.

Next, we searched third-party sources for TV commercials from TV ad measurement tools for brands, like iSpot TV, and found commercials (which were inactive) for Walmart and Kroger. The TV ads focused on the retail store and not specifically on the rice private products. We also searched for credible articles, blogs, and other advertisement sources, like Ads of the World, but have not found any TV ads for Walmart or Kroger rice products. We also scoured through third-party advertising analytics sites such as AdAge and Adweek which commonly presents ad material for companies. Unfortunately, this was also unsuccessful to find TV ads.

We also searched online flyers since most stores have online copies of the print flyers they send out. We used several resources to attempt finding these ads (e.g., WeeklyAds US, SmartCanucks and CA Flyers, among others) which contained past and up-to-date flyers and deals from leading retailers specifically for Walmart and Kroger but we found no print ads for their private label rice products.

Lastly, we tried to find ad agencies or marketing firms used by these retailers. We intended to look for any case studies or reports of marketing/advertising services these agencies completed for Walmart and Kroger. However, this proved to be unsuccessful because Walmart has its own advertising media and we didn’t find any ads specific for rice products under their private label brands. While Kroger's news information states that the company hired DDB New York as their first-ever agency of record in 2019, which means they did not have an ad agency for 2017 and 2018.
Part
08
of twenty-two
Part
08

Creative Examples - Minute Rice Rice

Minute Rice's last TV advertisement was aired in 2013 and featured Chef Katie Workman. Creative examples for Minute Rice's advertising that includes print ads, online video ads, web banner ads, OOH ads, and in-store retail ads have been documented in column P of the attached spreadsheet.

MINUTE RICE

TV ADS

  • Minute rice's TV Advertisement was last aired in 2013.

Print Ads

Online Video Ads

  • Online video ads of Minute Rice are found on various social media channels like Facebook, YouTube, and Twitter.

OOH (Outside the Home) AD

In-Store Retail Ad

  • Here is an in-store retail ad for Minute Instant Rice at Kroger.

Web Banner Ads

2017
  • "Get More. Be More". This is a standard desktop image that was active from April 27, 2016, to March 31, 2017.
  • "Get More. Be More". A desktop image that featured the Instagram handle @CupOfBetter and was active from January 06, 2017, to March 31, 2017.
  • "Love Every Minute" is another standard desktop image that was active from February 24, 2017, to March 30, 2017.
2018
  • "Minute. Buy Now". A standard desktop image that was active from August 08, 2018, to September 01, 2018.

Helpful Findings


Research Strategy

We began our search for Minute Rice's TV ads, print ads, online video ads, web banner ads, and OOH ads for the years 2017 and 2018 by looking into Minute Rice's official website and found the history of the brand with some print ads and TV ad campaigns. We also looked into the brand's processor, marketer, and distributor, Riviana Foods Inc., press releases, and media kits for any branding, marketing and advertising materials displayed during 2017 and 2018. However, a thorough search through these channels provided no information on any TV advertisements of Minute Rice in 2017 and 2018.

For online video ads of Minute Rice, we searched through the brand's social media channels such as Twitter, Facebook, YouTube, and Instagram. Online video ads of Minute Rice were dated 2019 and no online videos were found for 2018. However, it was found that most videos posted on these social media platforms were throwbacks, we have included this for the year 2017 since these posts were shared and posted in 2017.

Next, we searched through third-party websites for TV commercials such as ispot.tv and found an outdated commercial which was last aired in the year 2013. We also looked through industry articles, blogs, and other advertisement sources but found no TV ads for the years 2017 and 2018. We then searched through advertising analytics sites such as Adage and Adweek which commonly provides ad material for companies but found no relevant information through these channels. While we were able to found OOH ads of Minute Rice, we were not able to determine the dates they were advertised since what we found were images of billboard ads. We found web banner ads of Minute Rice for 2018 and 2017 through Moat's database. Most print ads were found to be vintage and the more recent ads are online fliers for the years 2017 and 2018.

Finally, we looked through ad agencies or marketing firms used by Riviana Foods, Inc. for Minute Rice brand. The idea was to look for any case studies or reports of marketing/advertising services with the hope of finding an online video for Minute Rice for the years 2017 and 2018. We found Riviana Foods Minute Rice's branding and advertising firm Halina Wojtkowski but only found the concept of the product's packaging and the use of mason jars. An extensive search through these channels provided no advertising material of Minute Rice for the years 2017 and 2018.
Part
09
of twenty-two
Part
09

Creative Examples - Rice-A-Roni Rice

After an extensive search of Rice-A-Roni's website, press release, marketing and advertising databases, and case studies from ad agencies, information on Rice-A-Roni's advertising for the years 2017 and 2018 does not appear to be in the public domain. However, the research team has provided helpful insights on the brand. Column O on the attached spreadsheet has been filled to reflect this.

HELPFUL FINDINGS

  • Moat's last recording of Web banners from Rice-A-Roni was in 2015.
  • Rice-A-Roni uses its website mostly to advertise all its new products. Fun quizzes, preparation hacks and launches can be found there-in.
  • Rice-A-Roni's products include, Rice-A-Roni. PastaRoni and microwavable single use cups.

RESEARCH STRATEGY

We started our search by looking for creative examples for Rice-A-Roni through the company website. We were looking for press releases, news, blogs, or articles for company promotions or advertisements. The website only provided information regarding the brand, products, recipes and contact details and no mention or any advertisement was found through them.

Next, we used databases of creative example such as YouTube, Facebook and iSpot TV for online video and TV ads. However, this did not bear any fruit as we did not find any listed ads for Rice-A-Roni on any of these platforms. The articles mostly spoke about the brand or recipes. Also, based on the selection from iSpot TV, there were no TV commercials aired for the brand. For web banner ads, OOH ads, or in-store retail ads, we used coupon or deal sites such as Flipp, My Grocery Deals, and Moat. We were hoping to find any past circulars, weekly ads, fliers, and videos that these platforms published about Rice-A-Roni.

Lastly, we tried to find ad agencies or marketing firms used by Rice-A-Roni to see if they had published any case studies or reports of marketing/advertising services that they may have done for Rice-A-Roni. However, this proved to be unsuccessful because we didn’t find any ads specific for Rice-A-Roni. As this strategy did not yield results, we also looked for third-party advertising analytics sites such as Adage and Adweek which commonly presents ad material for companies, unfortunately, this was also unsuccessful.


Part
10
of twenty-two
Part
10

Creative Examples - Walmart or Kroger/Safeway Macaroni & Cheese

Several examples of web-banner ads for Walmart macaroni & cheese for 2017 and 2018 were found such as this one. Unfortunately, no examples of print ads, online video ads, outside-the-home (OOH) ads, in-store retail ads were found in the public domain. On the attached spreadsheet, in column N the available examples have been provided.

WALMART MACARONI & CHEESE

2017

2018

OTHER INFORMATION

  • Walmart has more than 50 different brands under the category of macaroni and cheese. Various flavors are offered from brands such as Kraft, Annie's, and Knorr.
  • While iSpot TV shares various TV commercial ads from 2017 to 2018 for bread, rice, and pasta & sides products, which includes macaroni & cheese, no TV commercials related to macaroni and cheese from Walmart in 2017 and 2018 are available.
  • Outdoor advertisements (OOH) identified for Walmart in 2017 and 2018 were related to company branding and not specific to macaroni & cheese.
  • Walmart's official video ads on YouTube in 2017 and 2018 regard kids, toys, beauty, free grocery pickup, and many other categories, however, macaroni and cheese was not among them.
  • Walmart's official Facebook channel has around 32 million followers and showcases various videos on Christmas, toys, and contests such as Movie Challenge during 2017-2018, but there are no video ads, print ad clips, or highlights of in-store ads related to macaroni and cheese.
  • Walmart's official Pinterest channel has 5,900 monthly unique views and has various boards and pins related to recipes, live greens, and other topics but no relevant reference of a print ad clips, outdoor ads or highlights of in-store ads for macaroni and cheese.
  • Walmart's affiliate program offers marketers an opportunity to earn money by posting its ad on their websites. Walmart offers a commission under its Referral Fee Schedule for various categories (1%-18%) but there is no specific category for groceries or eatables or food items (macaroni and cheese).

RESEARCH STRATEGY

To find examples of print ads, online video ads, outside-the-home ads, and in-store retail ads, we first searched through the company's official website in sections related to promotions, weekly ads, discounts, gift cards, press releases, news articles, and social media channels (such as Facebook, Pinterest, and YouTube). Here companies usually showcase references of their new launches in a segment or advertise products and promotions. Most of the information available provided lists of the various products offered in the macaroni & cheese category from various brands, weekly ads, and promotions of Walmart stores, and video ads, but none of this information was relevant to the assignment.

Next, we scoured through various third-party marketing sources and database which publish brand advertising (such as banner ads, OOH, TV commercials, and others) in sources such as including iSpot TV, Weekly Ads, Flipp, Warrier Forum, and others. Through this strategy, we only found examples of web-banners.

Next, we attempted to triangulate the information by identifying various affiliates of Walmart who gain commission from advertising Walmart products and the advertisements on their websites and forums. We tried to identify the affiliates for Walmart's food, grocery, eatables section as they include the macaroni & cheese product category. However, we discovered that there is no specific category for groceries, eatables or food items. Hence, no relevant affiliate or advertising examples could be identified.

Last, as an alternative approach to triangulate the information, we searched for brands such as Kraft, Annies, Great Value, and others that sell macaroni and cheese products through Walmart to check their advertisement in different categories such as TV ads (not an online campaign), web-banner ads, OOH ads, and in-store retail ads. Though separate advertisements were available for these brands, no details on advertisement by Walmart were present. Thus, further research could not be conducted.

Part
11
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Part
11

Creative Examples - Annie's Macaroni & Cheese

Information pertaining to Annie's Macaroni & Cheese TV, print, web banner, online video, OOH, and in-store retail adverts has been entered on this attached spreadsheet.

ANNIE'S MACARONI & CHEESE

Summary

RESEARCH STRATEGY

During our search, we could find information on Annie's Macaroni & Cheese TV, print, online video, and in-store retail adverts readily available in the public domain. However, we could not find information on Annie's Macaroni & Cheese OOH and web banner adverts in the public domain. We used the following strategies in the search of this missing information.

WEB BANNER ADS STRATEGIES

We began our search by going through the leading companies that design banner Ads in the United States. We checked companies such as Digital Graphics, Ad Push Up, among others. Here, we searched if any of these companies have ever produced a banner Ad/Ads for Annie's Mac & Cheese in 2017 and/or 2018. However, we could not find any information pertaining to web banners using this approach.

Next, we went through Annie's Homegrown social media sites such as Facebook, Twitter, Instagram, among others. Here, we were trying to find if the company has ever posted banner Ads on its social media sites, however, we could not find any Annie's Mac & Cheese web banner Ad on these sites.

Finally, we looked into websites such as Ads of the World, Ad Espresso, among others that serve as a repository of banner Ads for many brands. But after the search, we could not find any stored banner Ad belonging to Annie's Mac & Cheese on these websites.

OUTSIDE THE HOME (OOH) STRATEGIES

Here, we began our research by doing an image search looking for the commercial hoardings designed by the company itself. The logic behind this was to locate the examples of such hoardings that the company's marketing or advertising group would have crafted using their brand logos. This also involved searching for the contracts or partnerships between the company and celebrities who usually promote products on billboards. This approach did not provide any useful information we could use to answer the research question.

Next, we searched into companies like Vigor, Agency 1903, 2Novas, Alaniz, among others who are the leading OOH advertisers. The thought behind this method was to locate any Ad that these companies may have designed for Annie's Mac & Cheese in the OOH category. However, we could not find any OOH Ad created by these companies for Annie's Mac & Cheese company.

Finally, we looked for the major locations where OOH Ads could get a lot of attention like in subways, buses, among others. This approach could reveal that Annie's Homegrown trucks/vans have been wrapped by banners (Annie's Pizza) advertising the company as they move around delivering the products and services to consumers. However, we could not locate the company vans/trailers wrapped with Annie's Mac and Cheese OOH advertising banners.


Part
12
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Part
12

Creative Examples - Velveeta Macaroni & Cheese

Velveeta has been actively advertising their macaroni & cheese product online rather than on television. The brand is active in spreading news and updates through major social media sites. However, even after exhaustive research in the public domain, we could not locate TV ads for Velveeta Macaroni & Cheese released for 2017 and 2018; print ads and in-store retail ads published for 2017; and OOH ads for 2018. The requested information has been added in column L, rows 2 to 9 in the spreadsheet attached. Screenshots of the creative examples are also added in the attached document.

VELVEETA MACARONI & CHEESE VIDEO ADVERTISING ACTIVITIES

VELVEETA MACARONI & CHEESE PHYSICAL ADVERTISING ACTIVITIES

  • In anticipation of the royal wedding of Meghan Markle and Prince Harry, Velveeta released a royal wedding mac & cheese. In this royal version of the Velveeta Shells & Cheese, aptly called "Crowns & Cheese," the classic mac & cheese product comes in a gold foil box embossed with the brand's name and the tagline "Royally Treat Yourself."
  • Ryan Newman, driver of the #6 MENCS Ford Mustang for Roush Fenway Racing in the NASCAR Cup Series, partnered with Velveeta Shells & Cheese. Newman’s car for the FireKeepers Casino 400 is bright yellow and covered with mac & cheese.

RESEARCH STRATEGY

To provide the creative examples requested—TV, print, online video, web banner, OOH, and in-store retail ads—for Velveeta Macaroni & Cheese in 2017 and 2018, we started our research in KraftHeinz's website, the company that owns the Velveeta brand. The goal was to look for press releases and other marketing materials that might have creative examples for the brand. However, the only press release we found about the brand in the last two years was about the limited version of Velveeta Shells & Cheese, Crowns & Cheese, in line with the then-upcoming royal wedding of Meghan Markle and Prince Harry. In this royal wedding mac & cheese, the classic Velveeta Shells & Cheese comes in a gold box. Since packaging is considered under print ads, we added it in our findings. No other marketing materials were found on the website.

Next, we looked into ad databases. However, using this strategy, we only found web banner ads for the brand. Although the brand released a TV ad in the last two years, it was not specific to Velveeta's mac & cheese product; it was an introduction of the Velveeta Mini Blocks. We then expanded our search on video platforms like YouTube and Vimeo and social media pages, like Facebook, Instagram, and Twitter; however, we only found online video ads on these platforms, which we added in our findings.

Lastly, we looked into reports, articles, and press releases by marketing firms or ad agencies in the hope that there is a mention of any Velveeta ad. Though we found several, all of them are more than two years old. We then expanded our research to include general articles and blog posts. Using this strategy, we found a blog post containing a picture of a supermarket pushcart with a Velveeta ad, so we added this as an in-store retail ad example. We also found NASCAR driver Ryan Newman's car painted with mac and cheese with the Velveeta brand. Since this is very similar to OOH ads on buses, we included them in our findings.

However, even after exhaustive research in the public domain, we could not locate TV ads for Velveeta Macaroni & Cheese released in 2017 and 2018; print ads and in-store retail ads published for 2017; and OOH ads for 2018.
Part
13
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Part
13

Creative Examples - Kraft Macaroni & Cheese

Kraft Macaroni & Cheese released three TV advertisements in 2017 under various titles. Examples of TV, print, online video, web banner, and in-store retail ads featuring Kraft Macaroni & Cheese are available in the attached spreadsheet, column K, rows two through nine.

TV Ads

2017
  • A TV commercial was released for Kraft Macaroni & Cheese Shapes titled 'Spectator.'
  • A TV commercial promoting Kraft Macaroni & Cheese was released under the title 'Bounce House.'
  • A TV commercial advertising Kraft Macaroni & Cheese called 'Swing' was released.
2018

Print Ads

2018

Online Video Ads

2017
2018
  • "HE ATE HIS WHOLE MEAL!" An ad for the Complete Kraft Mac & Cheese Meals published on August 7, 2018.
  • An ad for Kraft Macaroni & Cheese with Cauliflower was published on June 29, 2018, on Kraft Mac & Cheese Facebook page.

Web Banner Ads

2017
2018

OOH (Outside the Home) Ad

HELPFUL FINDINGS
  • The Leichts - Group Creative Directors have done numerous OOH ads for Kraft Macaroni & Cheese, but those campaigns were dated later than 2017.
  • The Facebook page of Kraft Macaroni & Cheese displays pictures of their giant noodle OOH ad but they are dated 2015.

In-Store Retail Ad

2017
2018

Research Strategy:

We were unable to provide two examples for print ads in 2017 or the 2017-2018 OOH ads. However, we still provided sample OOH from later years in the key findings, but we did not include them in the spreadsheet. For this information, we implemented the strategies outlined below.

First, we searched for images in news articles and marketing strategy analysis for Kraft Macaroni & Cheese for the years 2017 to 2018. Usually, news for company marketing and campaigns have photos attached to them to show the event. We were unable to view OOH and print ads with this method, but we used it to address other ads such as TV and online video ads. Also, we looked into newspapers and magazine e-files and were able to pull some print ads for 2018. We found vintage print ads dated 1970s, but we could not use them as they are outdated.

Next, we searched for advertising agencies that Kraft Macaroni & Cheese partnered with. Typically, these agencies have portfolios and case studies of their clients. We were able to find agencies such as The Leichts, but we discovered that their images were from years beyond 2017. There were also no print ads available for 2017, but we found print ads for 2018 and some OOH advertisements. For the OOH ads, corroborating it with the Kraft Macaroni & Cheese Facebook, Instagram, and Twitter, we realized that the images of OOH ads were dated 2015 and older.

Finally, we explored Kraft Macaroni & Cheese's social media pages and observed its images on Facebook, Instagram, and Twitter hoping to see anyone posting any Kraft Macaroni & Cheese ads in the background. We also searched for Kraft campaigns as a whole to find images of Kraft Macaroni & Cheese. Unfortunately, we were unable to find any.

Part
14
of twenty-two
Part
14

Creative Examples - Walmart OR Kroger/Safeway Private Label Canned or Jarred Veggies

The research team has found only web banner ads for Walmart's canned veggies brand, Great Value, done in 2018. The rest of the details have been provided in the attached spreadsheet.

Walmart Private Label

  • Private label brands of Walmart include "Adventure Force," "AutoDrive," "BlackWeb," "Equate," "Everstart," "Faded Glory," "George," "Great Value," "Holiday Time," "Hyper Tough," "Kid Connection," "Mainstays," "Marketside," "My Life As," "No Boundaries," "Ol' Roy," "Onn," "Ozark Trail," "Parent's Choice," "Prima Della," "Pure Balance," "Sam's Choice," "Special Kitty," "Spring Valley," "Terra & Sky," "Time and Tru," "Way to Celebrate," and "WonderNation."
  • The private label of Walmart under the Canned Veggies include Great Value.

Web Banner Ads

2018

Research Strategy:

We commenced our research by identifying first the different private label brands for Walmart, Kroger, and Safeway to ensure that we got the correct brand for beans in sauce product advertisement. Then, we went to each retailer's online store and used the filters to look for these products under the private label brands. From here, we identified Walmart's private label veggies, Great Value.
We then looked through Walmart's press releases and media kits for any branding, marketing and advertising materials used for their veggies product for years 2017 and 2018. Unfortunately, while there were press releases for private label brands none was found that was specific to its veggies products. What we found, were mostly general images of the brand names themselves.
Next, we used databases of creative example such as YouTube, Facebook and iSpot TV for online video and TV ads, and for rest of the ad types, we used coupon or deal sites such as Flipp, My Grocery Deals, Weekly Ads, and Moat. We were hoping to find any past circulars, weekly ads, fliers, and videos that Walmart has created and published about its Great Value veggies products. Through this strategy, we were able to identify two web banner ads, which we have included above.
Lastly, we tried to find ad agencies or marketing firms used by these retailers to see if they had published any case studies or reports of marketing/advertising services these agencies did for the three retailers. However, this proved to be unsuccessful because Walmart has its internal advertising unit and we didn’t find any ads specific to its veggies products. Thus, we also looked for third-party advertising analytics sites such as Adage and Adweek which commonly presents ad material for companies, unfortunately, this was also unsuccessful. We also attempted to identify the information through various affiliates of Walmart who gain commission on advertising Walmart products and advertisements through their websites and forums, however, this was also a futile attempt. Therefore, we have placed "N/A" in the corresponding cells for ad types we could not find any links to.
Part
15
of twenty-two
Part
15

Creative Examples - Goya Canned or Jarred Veggies

After an extensive search of Goya's website, press release, marketing and advertising databases, and case studies from ad agencies, information on Goya's advertising for the years 2017 and 2018 does not appear to be in the public domain. However, the research team has provided helpful insights on the brand. Column I on the attached spreadsheet has been filled to reflect this.

HELPFUL FINDINGS

  • Goya Foods conducted an online campaign in 2018 dubbed ''Growing up with more than one Flavor'' which was aimed at promoting inclusivity especially among Hispanic families.
  • In 2018, Goya Foods gave three tons of food to the victims of the Guatemala volcano and in 2017 they donated food towards Feeding America, although these are not paid adverts, the organization received a lot of press for their CSR efforts.
  • Though not listed as part of their jarred vegetables, Goya olives had web banner ads in 2017 and 2018.
  • Goya foods uses its website as an advertising tool. There are numerous videos showcasing their diverse range of products.
  • Goya has a Meatless Monday campaign on their social media where they showcase vegetarian recipes using their products.
  • RESEARCH STRATEGY

    Your research team kicked off this research by looking for creative examples for Goya canned or jarred veggies through the company website. We first determined which range of products are under canned or jarred veggies. Armed with this knowledge, we scoured the website looking for press releases, news, blogs, or articles for company promotions or advertisements. The website only provided information regarding the brand, products, recipes and contact details and no mention or any advertisement was found through it.
    Next, we used databases of creative example such as YouTube, Facebook, Instagram and iSpot TV for online video and TV ads. However, this did not bear any fruit as the ads we found on these platforms did not include any canned or jarred veggies. For web banner ads, OOH ads, or in-store retail ads, we used coupon or deal sites such as Flipp, My Grocery Deals, and Moat. We were hoping to find any past circulars, weekly ads, fliers, and videos that these platforms published about Goya canned or jarred veggies. When this strategy did not bring up the desire results, we did a search on Google images hoping to find pictures of web banner ads, OOH ads, or in-store retail ads. However, the results we found were advertising Goya Foods as a whole or other products that are not in this category.
    Lastly, we tried to find ad agencies or marketing firms used by Goya canned or jarred veggies to see if they had published any case studies or reports of marketing/advertising services that they may have done for Goya canned or jarred veggies. However, this proved to be unsuccessful because we didn’t find any ads specific for Goya canned or jarred veggies. As this strategy did not yield results, we also looked for third-party advertising analytics sites such as Adage and Adweek which commonly presents ad material for companies, unfortunately, this was also unsuccessful.
    Part
    16
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    Part
    16

    Creative Examples - Green Giant Canned or Jarred Veggies

    Details of Green Giant canned or jarred veggies creative example links and screenshots, including TV ads, print ads, online video ads, web banner ads, OOH ads, and in-store retail ads, were provided in our key findings, and the attached spreadsheet and document.

    Green Giant Canned or Jarred Veggies Creative Examples

    TV Ads

    2017

    Print Ads

    2018

    Online Video Ads

    2017
    2018

    Web Banner Ads

    2017
    2018

    OOH (Outside-the-Home) Ad

    2018

    In-Store Retail Ad

    2018


    RESEARCH STRATEGY

    Due to the lack of publicly available information, we did not find links for creative examples of Green Giant canned or jarred veggies for TV ads in 2018, print ads in 2017, in-store retail ads in 2017, or out-of-home ads in 2017.

    We began our research by looking through the Green Giant website's press releases and its media kits for any branding, marketing, and advertising materials used for their canned or jarred veggies product for 2017 and 2018. We also searched B&G Foods's website, Green Giant's parent company. However, there was no relevant information about creative examples of the Green Giant brand in 2017 and 2018. Instead, we mostly found general images of the Green Giant brand names themselves and news about financial reports regarding the parent company.
    Next, we used Green Giant's social media platforms such as YouTube, Facebook, Twitter, and Instagram to find the brand's online video ads. We searched television commercial advertising database for their TV ads. For the remaining ad types, we used coupon, deal, and advertising databases. We were hoping to find any past circulars, weekly ads, fliers, or videos that these retailers published pertaining to Green Giant's jarred or canned veggies products. We found information about their online video ads in 2017 and 2018 from Green Giant's Facebook and Twitter pages, TV ads in 2017, and web banner ads in 2017 and 2018. Other than those, we did not find any relevant information for the rest of the requested creative examples.
    Lastly, we tried to find ad agencies or marketing firms used by these brands such as Deutsch and HRG, among others. We intended to look for any case studies or reports of marketing/advertising services these agencies did for the Green Giant products. We found information about Green Giant's in-store retail ad campaign in 2018 from HRG. We also looked for third-party advertising analytics information which commonly presents ad materials for companies. Through this search, we found information on an OOH or billboard collaboration of Yahtzee with Buddies and Green Giant, and Advertising Week 360, which is about the billboard ads for Green Giant at the north end of Times Square. We also found information on print ads in 2018 from Ad Benchmark.
    Due to lack of pre-compiled reports from Green Giant, or any third-party resources, we concluded that there is no publicly available information regarding TV ads in 2018, print ads in 2017, in-store retail ads in 2017, and out-of-home ads in 2017 for Green Giant's canned or jarred veggies products. However, all of our findings have been provided in our key findings, in addition to the spreadsheet and screenshots we provided.
    Part
    17
    of twenty-two
    Part
    17

    Creative Examples - Libby's Canned or Jarred Veggies

    We were able to find two TV ads for Libby's, one on YouTube and one on Vimeo. We also found two other videos on Facebook. We also found a single shot of a web advertisement. Unfortunately, after an extensive search of multiple databases of different kinds of ads, including print, OOH, and image databases and professional photography sites, we were unable to find any of the other categories. The available information is provided in the project spreadsheet.

    Libby's Canned or Jarred Vegetables

    • The first TV ad is an IGA TV Commercial from 4/10/17 which includes Libby's canned vegetables at the 10-second mark,
    • The second TV ad is a 30-second Libby's pumpkin pie commercial called "First Apron" The theme is a young girls helping bake a pumpkin pie.
    • The first online video is a cooking video showing a green bean dish to make for Thanksgiving.
    • The second online video is a Libby's back to school video for packable snacks.
    • The final ad is a screenshot of a Libby's vegetable pouch ad for sweet corn.

    Research Strategy

    We began our research for Libby's Canned or Jarred vegetables by searching the Libby's website hoping they had a press section where some ads would be available.

    Not finding anything, we moved to the standard ad databases, including iSpot, WeLoveAd, and Moat, looking for any Libby's products. We found one web banner ad.
    We searched for social media ads and found two Facebook videos.

    From there we moved to YouTube, looking for any TV ads that may have been uploaded to YouTube. We found one TV ad from 2017. We then searched Vimeo and found one from 2018.

    Turning to an image search, we searched for any images from Libby's products. We found many images from the early to mid 1900s, but nothing current.
    Trying to narrow our search we looked just at Pinterest, and Shutterstock, hoping for either a picture taken by happenstance or taken professionally and sold to Shutterstock. We also expanded our search to the UK and searched through their Alamy website, which is the UK's version of Shutterstock. Neither of those strategies produced any images.

    We then left the search for images of Libby's and looked instead for outdoor ads of any kind, thinking that we might see something on a visual check. When that produced nothing we searched for more web banner ads, but had no luck.

    We finally concluded that Libby's parent company, Nestle, did not have any print ad campaigns for Libby's vegetables for the two years in question.







    Part
    18
    of twenty-two
    Part
    18

    Creative Examples - Bush's Canned or Jarred Veggies

    In 2017 and 2018, Bush's Best aired commercials named 'Wild Side' and 'Smart Life,' respectively, for its canned beans products. Kindly refer to column F of the attached spreadsheet for more information.

    Bush's best

    • In 2017, Bush's Best aired a commercial named 'Wild Side' for its canned grilling beans products.
    • In 2018, Bush's Best aired a commercial named 'Smart Life' for its canned barbecue beans products.
    • In 2018, Bush's Best aired several online video ads on YouTube.
    • In 2017, Bush's Best did not air any online video ads on YouTube but instead posted on Facebook.
    • In 2017 and 2018, Bush's Best produced several web banners for desktop pages.

    RESEARCH STRATEGY

    While the request asked for creative examples for Bush's canned or jarred veggies, our research determined that the company, Bush Best's, only produces beans products such as chilli, baked, grilled, and refried beans. To ascertain that beans were the company's only products, we searched through various retailers for any other products that might be offered by the company. We found pages by Target and Walmart indicating that they sold canned veggies from Bush's Best, but we discovered that they were referring to the beans products offered by the company. The research team, therefore, concluded that Bush's Best only offers canned beans products.



    Part
    19
    of twenty-two
    Part
    19

    Creative Examples - Walmart or Kroger/Safeway Private Label Beans in Sauce

    After an exhaustive search of each company's website, press release, marketing and advertising databases, and case studies from ad agencies, information on the advertising of Walmart or Kroger/Safeway's private label beans in sauce do not appear to be in the public domain. However, the research team has provided helpful insights into each company's private label brands and products. The attached spreadsheet has been filled to reflect this.

    HELPFUL FINDINGS:

    Walmart

    • Private label brands of Walmart include Great Value, Sam’s Choice, Marketside, Prima Della, among others.
    • Walmart private label’s for beans in sauce are Great Value Pork & Beans in Tomato Sauce, Great Value Mixed Chili Beans and Great Value Charro Beans.
    • Moats’ database of creative example for Walmart ads provides thousands of images; unfortunately, no advertising images were found for Walmart’s private label beans in sauce product or the brands themselves.

    Kroger

    • Kroger's private label brands include Simple Truth, Private Selection, Kroger, Bakery Fresh Goodness, among others.
    • We found one beans in sauce product under Kroger's private label, Kroger® Microwavable Beans & Franks in Tomato Sauce.

    Safeway

    • Among Safeway's private label brands includes O Organics, Open Nature, Signature Select, and Signature Farms.
    • We found two beans in sauce product under Safeway's private label brands: Signature SELECT Beans Pinto Chili Beans In Mild Chili Sauce and O Organics Organic Beans Chili In Sauces.

    Research Strategy:

    We commenced our research by identifying first the different private label brands for Walmart, Kroger, and Safeway to ensure that we got the correct brand for beans in sauce product advertisement. Then, we went to each retailer's online store and used the filters to look for these products under the private label brands. From here, identified the beans in sauce product for Walmart, Kroger, and Safeway's private label.

    We looked at each website's press releases and media kits for any branding, marketing and advertising materials used for their beans in sauce product for years 2017 and 2018. Unfortunately, while there were press releases for private label brands of these retailers, none was found that was specific to their beans in sauce product. What we found, were mostly general images of the brand names themselves.

    Next, we used databases of creative example such as YouTube, Facebook and iSpot TV for online video and TV ads, and for rest of the ad types, we used coupon or deal sites such as Flipp, My Grocery Deals, and Moat. We were hoping to find any past circulars, weekly ads, fliers, and videos that these retailers published about private labels for their beans in sauce product. However, same with the first findings, we found images that pertains to the brand name itself (here, here, and here), and none for beans in sauce products or any product for that matter.

    Lastly, we tried to find ad agencies or marketing firms used by these retailers to see if they had published any case studies or reports of marketing/advertising services these agencies did for the three retailers. However, this proved to be unsuccessful because Walmart and Safeway (via Albertson) have their internal advertising unit and we didn’t find any ads specific for beans in sauce product under their private label brands. While Kroger news stated that in 2019, the company hired DDB New York as their first-ever agency of record, which means for 2017 and 2018, they likely had no creative agency. Thus, we also looked for third-party advertising analytics sites such as Adage and Adweek which commonly presents ad material for companies, unfortunately, this was also unsuccessful.
    Based on our research, these retailers do not normally advertise specific products of their private labels; what we deduced is that they focus more on advertising the brand itself. This is evidenced by some images found where ads mostly contain the private label brand, not specific products.

    Part
    20
    of twenty-two
    Part
    20

    Creative Examples - Van Camps Beans in Sauce

    Creative examples such as a web banner ad of Van Camp's Beans in Sauce can be found on the company's official website. Links to web banner ads for Van Camps Beans are available in row five of column D of the attached spreadsheet. Due to the lack of examples for TV, print, online video, OOH, or in-store retail ads for the product, rows two through four and six through seven of column D of the spreadsheet contain an indication reading N/A (not available).

    CREATIVE EXAMPLES

    • Van Camp's Beans in Sauce creative examples in 2017 and 2018 are limited to the web banner on its official website.
    • Other ads are unavailable for 2017 and 2018, but there are numerous ads available for the 1940s, 50s, and 70s.

    HELPFUL FINDINGS

    Research Strategy:

    Our research began by scouring Van Camp’s Beans in Sauce's official website for creative examples. We hoped to find press releases, company blog, or special articles relating to their online or print advertisements, deals, or promotions. The site only provided information about their products, recipes, contact information, privacy, and how to make purchases but no information about advertising. However, we realized that Van Camp’s Beans in Sauce is a brand of ConAgra Brands. We then investigated more about print ads using sources such as Pinterest, blogs, and Flickr to see if the company published any print ads in 2017 and 2018 but only outdated ads from the 1940s and 50s were available in these sources.

    Next, we searched for both online video ads and TV using sources that usually carry such creative examples like iSpot TV, YouTube, AdForum as well as Facebook. However, this approach was unsuccessful, as we did not find any relevant ads. There was a YouTube video posted by Bionic Disco on August 11, 2017, but it was a 1974 commercial, which is out of scope. There were no relevant TV commercials available on iSpot TV.

    We then searched for web banner ads, outside the home (OOH) ads, as well as in-store retail ad examples using sources such as Flipp, MY Grocery Deals, and Moat, which usually provides creative examples such as ads, flyers, circulars, and banners for various brands. However, we did not find information on Van Camp’s Beans outside of what is available on the company’s website. We found a creative example of Van Camp’s being sold on online retail stores such as Etsy and Amazon.

    Afterward, we explored for magazines or ad agencies that conducted case studies or published full reports about Van Camp’s Beans that would highlight any details on their advertising, promotional activities, deals, or services that offered to Van Camp’s, but we only came across outdated information. There was a food case study in 2015, which shows a creative example that might help to gain some perspective of the brand. It showed ConAgra as the company, and Van Camp’s Beans as one of its labels.

    Finally, we searched for ConAgra’s brands’ ads to identify any relating to Van Camp’s Beans to satisfy the research criteria. We hoped that the parent company would have a gallery or listing of ads per brand, but this was not the case. However, we found a source that details brand activities for ConAgra brands on Adbrands, but it appears that the more useful information for this research is behind a paywall.
    Part
    21
    of twenty-two
    Part
    21

    Creative Examples - Goya Beans in Sauce

    After an extensive search of Goya's website, press releases, marketing agencies, advertising databases, and social media, the research team found only 2 examples of the requested advertising for 2017. On the attached spreadsheet, Column C has been filled in accordingly.

    Helpful findings

    • The advertisement has been well-received and was featured on Ad Age's Creativity Top 5 list. Consumers have provided positive feedback and the advertisement has been included in Univision's "best practice" list for multicultural advertising
    • The same year, a different advertisement focusing on the same products was published on YouTube
    • On social media, Goya Foods mostly focuses on recipes involving their products, however, no posts from 2017 to 2018 involve their beans in sauce products.
    • Goya Foods works with Dieste, an advertising agency.

    Research Strategy

    The team commenced the research by reviewing Goya's official social media accounts including Facebook, Twitter, Instagram, and YouTube. Our goal was to find online video advertisements, TV advertisements, OOH advertising examples as well as examples of printed ads of the brand's "Beans in Sauce" product lines. Through this search, an online video advertisement was found on YouTube which featured Goya's "Black Bean Soup" and "Red Kidney Bean in Sauce" products. On Facebook and Twitter, some advertisements focused on Goya's "Beans in Sauce" products, however, these were posted in the form of online campaigns rather than videos. On Instagram, there were no posts related to the "Beans in Sauce" product lines.

    Next, the team searched TV commercial databases such as iSpot TV and the Television Commercial Database, to find TV advertisements related to the "Beans in Sauce" product lines. Through this search, the "Red Kidney Beans in Sauce" TV advertisement from 2017 was found. Unfortunately, no advertisements from 2018 were available.

    The team searched for reports on Goya's advertising for the "Beans in Sauce" product line in advertising databases (such as Adweek, WARC) and printed advertisements from 2017 and 2018 in printed catalog databases (such as Weekly Ads). The reports on advertising databases focused on the company's partnerships rather than its advertising efforts, while the printed catalog databases provided advertisements that focused on Goya's other products such as olive oil and black beans instead of "Beans in Sauce."

    Afterward, we decided to turn our attention to Goya Foods' website in search of advertising examples specific to "Beans in Sauce." We also searched the company's annual reports and press releases for the years 2017 and 2018 for statements from the company on its advertisement efforts surrounding its "Beans in Sauce" product lines. With this information, we had planned to further search for related imagery. This strategy failed because the most recent advertising information specific to this product line dated back to 2012.

    As a last resort, the research team decided to identify advertising agencies that work with Goya to check if they published any information or examples of advertisements for the brand's "Beans in Sauce" products. From our search, we were able to determine that Goya works with Dieste, however, a search through Dieste's advertising work hasn't revealed anything specific to "Beans in Sauce." Dieste's advertising work with Goya focused on a broader perspective, rather than particular products.

    Because Goya Foods produces a wide variety of products, it is likely that its advertisement efforts do not specifically focus on "Beans in Sauce" products, which is why there is insufficient information in the public domain to answer the query.
    Part
    22
    of twenty-two
    Part
    22

    Creative Examples - Bush's Beans in Sauce

    We have provided examples of different Bush's Beans TV ads, print ads, online video ads, web banner ads, OOH ads, and in-store retail ads for 2017 and 2018.
    • All the information has been included in the attached spreadsheet.

    Sources
    Sources

    From Part 01
    Quotes
    • "Uncle Ben's Print & OOH: I played with the existing layout of the print ads and developed exciting spectacular boards. This one emitted smoke from the opened pack every 90 seconds. "
    From Part 02
    From Part 03
    From Part 06
    From Part 08
    From Part 12
    From Part 13
    From Part 19
    Quotes
    • " We also market lines of merchandise under our private-label store brands, including: "Adventure Force," "AutoDrive," "BlackWeb," "Equate," "Everstart," "Faded Glory," "George," "Great Value," "Holiday Time," "Hyper Tough," "Kid Connection," "Mainstays," "Marketside," "My Life As," "No Boundaries," "Ol' Roy," "Onn," "Ozark Trail," "Parent's Choice," "Prima Della," "Pure Balance," "Sam's Choice," "Special Kitty," "Spring Valley," "Terra & Sky," "Time and Tru," "Way to Celebrate" and "Wonder Nation." The Company also markets lines of merchandise under licensed brands, some of which include: "Better Homes & Gardens," "Farberware," "Russell" and "SwissTech.""
    From Part 22