Swift festival ham advertising campaign

• Main Authors: Armada, Therese, Floresca, Bernadette, Gumtang, Theresa, Ngo, Janna, De Arellano, Asuncion Ramirez
• Format: text
• Language: English
• Published: Animo Repository 1993
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/16763
• Institution: De La Salle University

Christmas is celebrated all over the world. It is the time of the year where families gather around their Christmas tree and Christmas table for this very much awaited holiday feast. Different cultures have influenced the way Filipinos spend their holiday season and one of the most distinct foods that we have inherited is the Christmas Ham. The Christmas Ham has been a big part of the Noche Buena throughout the year and Christmas will not be complete without it. Traditionally, the Christmas ham is made at home, but this process is very tedious. Many meat processing companies are now marketing cooked hams to fit the limited time and budget of the busy housewives. Serving Christmas ham has never been easy as it is today. The group's advertising objectives for this advertising campaign is to increase the awareness level of the target market as a better alternative to Purefoods' ham. The target market should also be able to switch from the leading brand to Swift Festival Ham. The group aims to make 70% of the target market aware that Swift Festival Ham is a better alternative than the leading brand and to merchandise the premium quality of Swift Festival Ham. Consumers are more aware of Purefoods Fiesta Ham than Swift Festival Ham. This maybe attributed to the higher frequency of TV and print ads. We want to target market which is the female adults of AB and Upper C socio economic class, 18 to 60 years old and living in urban areas to be aware that Swift Festival Ham is a better alternative to the leading brand because it is cooked and cured over a long period of time and it is injected with formula to give that right amount of sweetness that caters to the Filipinos taste. It has the finest meat portions to make the Swift Festival Ham. The agency has allocated P 6,607,220.58 for the overall advertising campaign budget. TV will use P 4,015,522.00 and print media will use P 585,000.00. The merchandising materials and production cost will use-up P 120,302.50 and P 1,300,000.00 respectively. The TV commercial will be aired starting in the 20th of November until December 24. For the first three weeks, the agency has set GRP's of 600 to match Purefoods GRP's. For the remaining two weeks, GRP will be set at 300. Print ad will appear in the top 5 women's magazine for five consecutive weeks. The ad revolves around the idea of giving the family the best this Christmas so give them Swift Festival Ham because it is a premium product. The advertising campaign will be evaluated by conducting a post advertising survey. This survey will be conducted two weeks after the last ads have appeared on TV and this will continue for a month. The information derived from the survey conducted will be used to determine whether the new ads have been effective in achieving the objective of the campaign. The evaluation cost is P 53,313.58 which is 1% of the ad campaign budget.