Kitchen Aid: The Cure Starts in the Kitchen

Key Facts

  • Breast cancer awareness starts in the month of October
  • Sponsors Susan G. Komen and KitchenAid
  • Bake for a Cure is a existing campaign that will raise money to find a cure for breast cancer and bring people together

Objectives

  • Increase Kitchen Aid sells by 10% beginning the end of September during the month of October
  • Build awareness for the event beginning in September through advertisements, radio sports and social media. Results will be measured through handouts and KitchenAid Pink Collection sells

Target Audience

  • Care Bakers
    • 24-32 years old
    • Single or Married
    • Caregivers
    • Income: $30,000- $60,000
    • Woman in the US located in major cities

    These woman love cooking for a cause, special occasion, friends, family or just themselves. Being between the ages twenty-four and thirty-two, these woman know what’s going on through different spans of media. They are involved in social networking sites for personal use and to check on those close to them. Care bakers are the first to call when you’re not feeling good and will do all they can to make you happy. These women cook to express their love for loved ones.

Positioning

Support by coming to the Bake for the Cure event in your local area and/or purchasing the Pink Collection products from KitchenAid.

Primary Message

Save a life through baking. Buy Kitchen Aid Pink Collection and proceeds will go to finding a cure for breast cancer because the cure starts in the kitchen.

Copy Platform

  • First Launch
    • Slogan: “The cure starts in the kitchen”
    • I love KitchenAid: By simply purchasin any item for the KitchenAid Pink Collection 5% of the transaction will go to the Susan G.Komen foundation to assist with finding a cure for breast cancer during the month of October. With the help of every woman,baker, survivor, husband and friend,a cure can be found. Susan G.Komen and KitchenAid have co-partnered for Bake for the Cure to raise money through baking help find a cure for breast cancer.
    • The Cure Starts in the Kitchen: Come together in the kitchen to fight against breast cancer. By simply purchasing any item from the KitchenAid Pink Collection you will be sending 5% of the transaction to the Susan G.Komen foundation to assist with finding a cure for breast cancer during the month of October.
  • Second Launch
    • Slogan: “The cure starts in the kitchen”
    • XOXO: The cure starts in the kitchen. Give them what they need and deserve. With every pink collection product that you purphase in the month of October,KitchenAid will make a five percent donation to the Susan G.Komen Foundation to further research to find a cure for breast cancer. www. KitchenAid .com/BakefortheCure
    • 1of 8: KitchenAid presents the Bake for the Cure event that brings people together to create tasteful delights and enlighten women. Help find the cure to stop a deadly cancer that affects 1out of 8 women. www.KitchenAid.com/Bakeforthe Cure

Tone and Execution

The tone and execution for the advertising will include the color pink for the feminine touch, while the visual illustrations is straightforward and symbolic.

Mandatories

  • First Launch
    • Slogan: The cure starts in the kitchen
    • The picture of the Susan G. Komen stand mixer, the face of the pink collection
    • Susan G. Komen and KitchenAid logo should fit to page depending on size of advertisement. The logo should be no smaller then 1inch x 1inch.
    • Information on what the sell of KitchenAid products will do for breast cancer
    • Point of contact which will be the website and/or social networking sites that will give the audience a way to get more information on the campaign and events.
  • Second Launch
    • Slogan: The cure starts in the kitchen
    • Susan G. Komen and KitchenAid logo should fit to page depending on size of advertisement. The logo should be no smaller then 1inch x 1inch.
    • Show the illustration of the cupcake to tie the campaign together. The reason for the cupcake with the heart, is to show the love that is given by the gift of cooking and baking, it is the way of saying love through symbols.
    • Point of contact which will be the website and/or social networking sites that will give the audience a way to get more information on the campaign and events.
    • Create awareness for the Bake for the Cure campaign that will build buzz and raise money for breast cancer.

Implementation

  • The Bake for the Cure campaign will be placed in print advertising, radio, and social networking
  • Promotional period will begin September 26, 2012 and end November 1, 2012

PRESS RELEASE

RADIO SCRIPT

SOCIAL NETWORK