Seventy years on the shelf. From six feet, you look like the store brand.
Our answer to your account review. The brand problem, the strategy, three early ideas, the team and the first 90 days, all on aisle 7.
You told us shoppers trust you and don't pick you.
"Trusted by three generations. Chosen by fewer of them every year."
Your review brief, section 2.1
We walked 40 stores before we wrote a word. Your soup isn't losing on taste. The store label took your blue, your band and your layout, then charged 80 cents less. Everything you've spent on that can since 1956 now works for Ostler's Markets too.
Put our ideas on your can. Then walk backward.
Three early territories, one crowded shelf. Swap the label, then drag your distance from one foot to twelve. A shopper decides from about six.
Distances are our own read from the 40 store walks. The day 38 shelf test replaces them with 600 shoppers.
A good idea survives the walk to the car.
Drag the can from the shelf to the recipe card. Each stop is redrawn for the territory you pick here.
We'd take The Long Hill and The Count into the shelf test, and hold Home Sick as a winter line for the hill to carry. The Long Hill gets better with every facing you win, and Daybasket can't borrow it without standing beside you and finishing your drawing.
Seven years, one shelf.
Seven years, one shelf.
Three decisions we'd make in January.
Fix the can before the campaign.
You'll print about 180 million cans next year. That's the biggest medium you own, and it costs the same to say something on it. Label system first, then everything else follows it.
We'd stop the seasonal label wraps. They train buyers to expect a different can each quarter.
Sell it to the store buyer first.
Resets decide the shelf long before a shopper sees a film. Dee's team gets the story, the velocity plan and the shipper specs 16 weeks ahead of each reset.
We'd stop asking for facings on brand love. Buyers respond to dollars per linear foot.
One idea for three years.
Your last six campaigns each ran about 14 months. A shape only becomes yours by repeating it, so the can, the endcap, the phone and the shelter all run one drawing until 2029.
We'd stop briefing a new campaign line every fiscal year, ours included.
The first 90 days fit on one list.
We start January 4. Check things off as you read, because it's the order we'd do them in, and a few of these need your people.
Everyone on your account, by weight.
You'll see the people you met in the room, listed in order of hours. Tap a name. Drop a line in the bill below and they come off this label.
Renata, what do you have to give up?
Chief Marketing Officer
Less than you're expecting. Turn off anything on The Long Hill can and see what it costs you with loyal buyers and what it does to your distance from Daybasket.
Anders, what's a share point worth?
Chief Executive Officer
About $34M at the register, $22M to you after the retailer's margin, and $7.04M in gross margin. Drag the points you think we'll win back by 2029 and the shelf follows.
Dee, here's what the buyers will say.
VP Sales
Marcus, here's the fee build.
Procurement
Hours times rate, by line, with nothing hidden in a blended number. Decide how much of the retainer we keep at risk against the scorecard.
The bill, one line at a time.
Retainer by scope, production in its own bucket. Each line drops on its own, and the receipt says what you lose.
We'd keep all of it for year one. If it has to come down, drop the shoot days first, then the second film. The label work and the shelf test are the two lines we'd fight for, since every other line depends on them.
How it's paid, month by month
Plain terms, open questions.
What you'd be signing
- Three-year term, January 4, 2027 to January 3, 2030, with a 90-day out for either side at any time.
- You own the work on final payment, including the label system, plates and every campaign asset. Unused ideas stay ours.
- Named people. Anyone on the panel above moves off your account only with Renata's sign-off.
- Category exclusivity in soup, broth and shelf-stable meals for the term.
- Net 30 terms, billed monthly. Media stays with your media agency and your $31M working budget doesn't touch this bill.
What we don't know yet
- Which territory wins. Day 38 decides, and we may lose our favorite.
- Whether The Count can run. Beef barley has 14 ingredients today, and it's your R&D team's call whether 9 is possible.
- Who pays for plates. 46 SKUs at about $15,000 each is $690,000 on your operations budget, outside this bill. We'd like to see that plan.
- Ostler's reaction. They own Daybasket and may read this as a provocation. Dee knows them better than we do.
- The share figures. They come from your review data room and we haven't seen store-level scans.
Four signatures, then we start on January 4.
Your year one number stands at $5,560,000. Tell us by December 11 and we'll be in stores with Dee's team by January 6.