555 Fried

Sardines
Creative Media Execution and
Media Plan
GROUP 3

Situational Analysis
Every succeeding year, the
countrys economic growth remains
to be the strongest driving force into
one of the largest portion in the
market, generating tremendous 30%
demand for the striving canned
seafood industry.

Situational Analysis
Canned seafood products are popular
among consumers because of its
affordability and its ability to be
readily served as meals. Its
consumption is slightly skewed
towards the older females, from the
lower class segment who seeks
convenience, budget conscious and
practical.

Situational Analysis
7.2M households consume canned
seafood at least once a week. Among
the competing local canned seafood
brands, 555 is the pioneer to offer
canned fried sardines with four
different flavors such as Hot n Spicy,
Escabeche, Bistek and with Tausi,
followed by Master respectively.

Situational Analysis
However, 555 has already
established in offering fried canned
sardines that has not been
highlighted very well, hence this
would be a great opportunity for 555
to cater the needs of growing
potential market.

Target Market
Demographics
Full-time moms
Class C2 and D
25 40 years old
Geographics
Mega Manila

Target Market
Psychographics
Budget conscious
Seeks convenience
Practical
Jolly
Participative
Not a shy-type

Marketing Objective
To increase at least 25% of its
annual total market sales.

Advertising Objective
To strengthen that 555 Fried
Sardines offers different flavors.

Positioning Statement
555 Fried Sardines offers different
flavors of fried canned sardines.

BIG IDEA

Flavors na
Super
PRITOlicious

Different

Tagline

Sardinas na
PRITOlicious

Advertising Strategy
Highlight the different flavors of 555
Fried Sardines.

Media Objectives
To reach the core Lower C and D fulltime moms, 25-40 years of age,
budget conscious, practical, seeks
convenience. They are jolly, not a
shy-type and participative.

Media Objectives
They reside in Mega Manila.
Advertising will run from the 3rd
week of October 2017 2018.

Media Strategy
(1) To execute above-the-line
campaign through TVC:
a. Sunday Pinasaya to be placed on
Chef Bae Alden segment wherein,
555 Fried sardines along with its
different flavors will be highlighted
during the cooking show. It will
run from January 22 and 29, 2017

Media Strategy
b. Eat Bulaga to create Super
PRITOlicious Dance Craze minor
segment that will run from October
29 December 3 every Saturday.

Media Strategy
(2) To execute above-the-line
campaign through Print in the form
of newspaper such as Philippine
Daily Inquirer, Philippine Star,
Pilipino Star Ngayon and Abante that
will run from the 3rd week of October
(for ordinary print ad); and 4th week
of October (for interactive print ad)

Media Strategy
(3) To execute above-the-line
campaign through Radio in the form
of jingle ad for 555 Fried Sardines
entitled Super PRITOlicious that
will run from October 2016,
February, June and September 2017.

Media Strategy
(4) To execute below-the-line
campaign through OOH in the form
of:
a. BILLBOARD To be placed along
Guadalupe (Jan 2017), Cubao
(March-May), Monumento
(August), and Balintawak
(September)

Media Strategy
b. GUERILLA ADS
- To place a bench of 555 Fried
sardines in 5 branches of Puregold,
Super8 and Savemore; and 2
benches each in QC Circle, Farmers
Plaza and Valenzuela Peoples Park
that will run in the month of July
2017.

Media Strategy
Puregold
Cainta
San Pedro
Dasma
Paso de Blas
Sta. Mesa
Super8
Monumento
Meycauayan
Masinag
Guadalupe
Morales
Savemore
San Jose
San Mateo
Cubao
Sta. Ana
Bian

Media Strategy
- To place Giant 555 Christmas Tree
which showcases its different flavors
along QC Circle and Farmers Plaza
that will run from November
December 2017.

Media Tactics
GMA

Spots

Percentage

Price

Encantandia

27

37%

6, 696, 000

Eat Bulaga

30

58%

10, 656, 000

Calle Siete

1%

37, 000

24 Oras

4%

864, 000

Media Tactics
ABS-CBN

Spots

Percentage

Price

FPJ

28

53%

7, 776, 000

Minute 2 Win It

22

33%

4, 896, 000

TV Patrol

8%

1, 152, 000

Its Showtime

6%

864, 000

Media Tactics
Noon P11, 557, 000 = 35.1%
Primetime P21, 384, 000 = 65%
Total P32, 941, 000
Total:
GMA Network P18, 253, 000 (55%)
63 spots
ABS-CBN P14, 688, 000 (45%) 60
spots

Media Tactics
Radio

Spots

Percentage

Price

Yes FM

44

25%

1, 965, 000

Love Radio

44

40%

3, 110, 000

Win Radio

44

10%

800, 000

Barangay LS

44

25%

2, 000, 000

Total

176

100%

7, 875, 000

Media Tactics
OOH

Percentage

Price

Christmas Tree

57%

4, 000, 000

Billboard

28%

1, 950, 000

Bench

15%

1, 080, 000

Total

100%

7, 030, 000

Creative Media
Execution

TVC

Creative Media
Execution

RADIO

Super PRITOlicious
Lyrics:
Ow!
Super
Super pritolicious
Super
Super pritolicious
Super pritolicious
Super pritolicious yeah
Ow!
Super pritolicious
Super pritolicious
Flavor na delicious
555 sardines na super pritolicious yeah

Super PRITOlicious
Lyrics:
Kapag kainan na
Kapag kainan na
(Lahat natatakam at napapa-ahmmm
Kapag natikman na
Kapag natikman na

Mapapadoble pa o mapapatriple pa
Escabeche, bistek, with tausi or hot n spicy
Salo salo na ang pamilya dahil ulam ay
Super pritolicious yeah

Creative Media
Execution

PRINT

1.Cut out the

different flavors
of 555 Fried
sardines.
2.Exchange the
cut-out of 555
Fried sardines to
the nearest
store and get
the different
flavors of 555
Fried sardines.

Creative Media Execution

OUT-OF-HOME

BILLBOARD

Creative Media Execution

OUT-OFHOME

GUERILLA