An integrated marketing communications campaign for In a Nutshell

• Main Author: Misalucha, Claire Mary Joi S.
• Format: text
• Language: English
• Published: Animo Repository 2020
• Subjects: Veganism—Marketing; Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/6287; https://animorepository.dlsu.edu.ph/context/etd_masteral/article/13349/viewcontent/Misalucha_Claire_Mary_Joie_11888997_IMC_edited.pdf
• Institution: De La Salle University

The Integrated Marketing Communications campaign is for a vegan company called In a Nutshell. In Nutshell offers a variety of vegan cheese products made from tropical tree nuts namely: pili nuts, cashew nuts and coconuts. It is the first and biggest vegan cheese producer in the Philippines and its head office and commissary is located in Makati City. The campaign focuses on the primary target of In a Nutshell which are those people who are living the vegan lifestyle. The big idea of the campaign is “Savor the real vegan cheese taste. In a Nutshell” to inform the primary target market about the product truth of In a Nutshell which is that their products are made from tropical tree nuts and they are 100% vegan from its ingredients to its production. Thus, highlighting how vegan can truly enjoy and savor the vegan cheese taste without having the guilt of eating dairy cheese they used to enjoy. The main objective of the campaign is to increase 30% of sales from physical stores amounting to 1, 484, 472 based on last year’s actual sales of 1, 141, 902 by the end of campaign period, increase 50% of website sales amounting to 511, 885 based on last year’s actual website sales of 341, 257 by the end of campaign period and increase the number of website visitors by up to 30% from 6,251 in 2019 to 8, 126 by the end of the campaign period.