Intro to PR: Peeps Year Round Brand Expansion

How the Peeps brand can expand their market and get more year round sales

1. Intro to PR: PEEPS Chloe Lyle, Greyden Gay, Isabel Loera, Rachel Lee, Sydney McBride December 3rd, 2024

2. The PEEPS Brand B ackground : Peeps marshmallows are a popular candy known for their fluffy texture and vibrant colors, often shaped like chicks and bunnies,. These are most commonly associated with holidays like Easter but are starting to become available in various holidays. PEEPS® Brand Marshmallow Candies were made by Just Born Quality Confections, a family-owned candy manufacturer, in 1953, who makes candies such has Mike and Ikes, Hot Tamales and Goldenberg's Peanut Chews. This company has been around for over 70 years and commonly used has a treat or decoration. https://www.peepsbrand.com/

3. Situation: The company is facing a decrease in revenue after newly introduced tariffs on exports from other countries have driven up production costs. Google.com

4. Key Publics: Families with young children who are fans of PEEPS and enjoy seasonal products and traditions.

5. Objective 1: Increase sales by 20% from 2024 to 2025.

6. Strategy 1: Expand Seasonal Demand Tactic 1: Release more holiday inspired Peeps Introducing new products and flavors to meet evolving consumer preferences and broaden our appeal in the market. (OpenAi,2024)

7. Strategy 1: Expand Seasonal Demand Tactic 2 : Sell Holiday Gift Sets Create Peep holiday gift sets to encourage consumers to buy peeps for multiple occasions. Birthday gift sets Christmas gift sets Individually wrapped peeps that can be sold in bags for halloween candy. (OpenAi, 2024)

8. Objective 2: Foster stronger relationships between brand and consumer.

9. Strategy #1: Increase Consumer Engagement Tactic: Pop Up Shops and Marketing Events Set up Pop-Up Shops at strategic locations around holidays to lean into the brand’s themed products. Marketing Events at Food and Beverage Festivals like the Georgia Peach Festival or Epcot International Festival would be excellent marketing opportunities. (OpenAI, 2024)

10. Strategy #1: Increase Consumer Engagement Tactic: Brand Collaborations Access to another major brand’s extensive consumer base could not only reinforce relationships with existing Peeps consumers, but give the brand an opportunity to reach a new audience. STARBUCKS x PEEPS , is a pastel colored frappuccino only available during the month of Easter. (Open AI, 2024)

11. Evaluation for objective #1 For objective #1 we will monitor the sales from 2024 and compare them to the sales during 2025. See the growth or decline See if the trend is going up or down To figure out what is working and what needs to be changed

12. Evaluation for objective #2 . Monitor event participation and analytics with a QR code survey, to get raw feedback about each event. Measure how many peeps collaborations were sold during this event. Getting data from places such as Starbucks Did this event help with brand awareness? Media coverage/ strategic media relationships Help track improvement

13. Any Questions? ANY QUESTIONS ??