question based on scenario

Background Scenario:The frozen food market is extremely competitive, and share of market, share of retail freezer space and share of voice levels are difficult to defend and grow. In an effort to protect their competitive position in this volatile market, McCain (manufacturer of such frozen food products as Superfries, Pizza Pockets, Rising Crust and Thin Crust Pizzas, as well as juices, cakes, etc.) spent a lot of time focusing on the way people think about the foods they serve their families, and about how these foods are made.

Consumers talked about the challenges and the rewards of having to feed the family. Most families rely, at least a few nights a week, on convenience food, as the daily question is always, "What's for dinner?" After much exploration into the foods they and their competitors were offering, the folks at McCain came up with an equally important question: "What'sindinner?" And that became the focus of their new product strategy for 2010.

We are what we eat. Concerns are emerging about the things we put into our food and what they might do to us in the long term. McCain recognized the early stages of societal shift and, in one of the biggest decisions in its history, made a commitment to change the way its Canadian products are made, endeavouring to produce its food the same way moms would if they were making it from scratch.Starting with 70 different items, McCain fundamentally changed the way their products were made, removing ALL unrecognizable and unpronounceable additives (such things as "sodium stearoyl lactylate" and "diglycerides" that sound as though they belong in a chemistry class and not on a dinner plate.) After all, shouldn't the only ingredient in food be, well, food?

Communication Strategy:Knowing that there is enough guilt around the topic of feeding the family, McCain's communication had to avoid anything that would feel judgmental or like a lecture. Instead, they took a more inquisitive approach, beginning each component of the campaign with a simple but provocative question about the food we feed our families.In their pizza communication they asked, "Are all frozen pizzas made the same?" to encourage consumers to compare ingredients. Regarding Superfries they asked, "What's the difference between McCain Superfries and a potato?" to remind consumers that McCain french fries are made from the goodness of potatoes. See below for visual examples.

Questions: (briefly)

1)What are the brand's likelyMedia Objectivesfor this campaign?

2)Describe theMedia Habitsof the core target consumer you have chosen. With which media types do they engage regularly? Where (and when) would they be most likely influenced by messages from this brand?

3)Whatspecific media buyswould you recommend, based on your target audience's media habits and the nature of your message? Givespecific details and rationalefor a variety of media types (at least 4 - digital, social, broadcast/video, print, out-of-home, etc.).

(UseTorontoexamples as appropriate; I don't expect you to know about specific media outlets in other markets.)

4)Explain your umbrella concept/campaign theme (either the one given in the scenario or the one you've created). Extend the concept across each of your recommended media vehicles by explaininghow it would be executed(ie. what would you specifically do to apply the concept in each of these media?What would it look like and say?).