final air products trade pr briefing fy15_food version 2

05/01/20231 Air Products Internal Use Only

Air Products trade PR briefing FY15Food

December 2014

Presentation by: Jenine Sanchez


Agenda• Food overview

• Market trends – product launches

• Overall objectives and strategy

• FY15 food strategy

• Communications strategy

• Communications plan

• Target Territories

• Target Sectors

• Target Audience

• PR priorities for FY15

• Q1 – Q4 Priorities

• Exhibition schedule

• Budget

• Expectations

• Press releases


Food overview• Marketing Communications Europe (Contact): Jenine Sanchez• Business spokespeople: Ann Callens (EU Food, MAP also BNL, UK, FR

specifically) Sybille van Eetvelde (Marketing Europe)• Country specific experts: Sandra Da Silva Barbosa (Portugal - PT), Katrin

Ischinsky (Germany -DE) Stewart Leiwakabessy (Netherlands – NL and Benelux BE) Stephanie Pierini (France - FR), Alina Macovei (UK & IE), Ania Prazuch (Poland - PL) Nathalie Lowles (North Continent - NC) Zuzana Janatova and Martina Svobodova (Czech Repulic - CZ and Slovakia - SK) Ramon Jorge Sansalvador Masso (Spain - ES)

• This year we have launched a new food creative concept: “Brrrilliant solutions in MAP, chilling and freezing”. This concept together with imagery has been used in most of our communications materials, from our (http://www.airproducts-microsite freshthinking.com/uk/?utm_source=print&utm_medium=print&utm_content=thinkingman&utm_campaign=2013), to advertising to our social media initiative)

http://www.airproducts-freshthinking.com/uk/?utm_source=print&utm_medium=print&utm_content=thinkingman&utm_campaign=2013





Market trendsKey Factors and trends shaping the global beverage and food packaging market – Empack, 3-4-2014

Consumer:High value products (not necessarily

low cost)Sustainability enablers (to make it

easier to be green)Food safety (Rising awareness and

focus)Healthy

ConvenienceComforting

Ethnic

Manufacturer:Plant efficiency (Rationalization,

Sustainability actions, new technology)Product diversification

Safety (higher standards,…)Sustainability (waste reduction, efficient use of resources, social responsibility)Private label (premium categories) &

Brands reaction (differentiation)Consolidation

Value chain changes

Retailer:Local, smaller stores

Private Label share growthTechnology (digital media, self scan,

click and go…)Developing marketsLogistical efficiency

Leaders of the sustainability agenda

Market trends – product launches• Locally sourced

- food scares, unemployment issues pushes people to buy locally• Sustainable, socially responsible (waste reduction…)• Premium/gourmet

- private label is a continuously bigger threat to known brands- New sensory experiences, ethnic

• Healthy/nutritious, organic• Clean label, natural• Free from –including vegetarian: many product launches• Convenience => prepared foods & ready meals + snack foods that

become a meal by themselves


Overall objectives and strategy• Communicate advantages of MAP, Chilling and Freezing solutions

to mechanical users• New product development marketing support• Customer retention• OEM nurturing & expanding• Increase % users of cryogenic solutions• Focus on nurturing existing customers• Promote in an integrated way to send the key

messages/launches we have this year• Our positioning is as usual: Expertise providers and food

innovators . Freshline ® Food Solutions


FY15 food strategy• Strengthen AP innovation and technology

leadership image for Food, Cryo and MAP applications in Europe

• Drive commercialisation of new offerings:- LIN-IS videos- MAP + Cryo (Freshline ® Superfresh)- IQF+ launch

• Differentiated offerings:- Freezer optimisation- Coating MP-DM freezer- QS freezer


FY15 food strategy• Generate, maintain and grow new business in all EU

countries- Continuous lead generation - Involve country organisations- Marketing plan - Involve marketing, lead generation,

engineering, communications- Communications plan- Keep feeding in new ideas: LIN-IS, Sushi freezing,

beverages, stunning etc.


Communications strategyIntegrated European communications campaign focused on creating relevant content to ensure engagement from our prospects and customers Aim:• Increase customer and prospect awareness and use of our digital

marketing platforms, ensuring content is relevant and engaging• Create maximum business value by reusing content in a creative

and cost-effective way• Continue to position Air Products as expert providers and food

innovators• Continue to incorporate the new Food creative concept and

supporting imagery - Brrrilliant solutions in MAP, chilling and freezing – via tactical communication deployment


Communications strategyIntegrated European campaigns: • Direct communications (primarily emails)• Country website and microsite promotion including Google

PPC• Exhibitions and conferences (including adverts)• Local customers/technical days• Videos• Social media (LinkedIn)• Associations• Photography


Communications planAim:• Focus on creating relevant content to ensure engagement

from our prospects and customers• Increase and maintain profile in the markets we are playing

in. Support lead generation effort so that customers are aware of AP and know how to find us

• Support sales and business development teams by providing comms materials to support our new and existing offerings

• Develop join programs –MAP and Food- where possible• Continue to position AP as a technology leader


Communications planFoodIntegrated online/offline campaigns to launch:o IQF+ launch: IQF+ Video challenges o MAP+Cryo Launcho LIN-IS videoso Food Industry Gas applications videos

• Aim for high PR coverage• Look for other opportunities –e.g. speaking at conferences• Online promotion to target industry decision makers


Communications planMAP• Review and refresh the MAP handbook and photography• Increase relationships with OEM’s• Increase external and internal MAP profile


Target territories- UK- Germany- France- Benelux- Poland- Czech Republic- Slovakia - Netherlands- Portugal- Spain


Target Sectors• Meat and poultry• Fish / seafood• Ethnic foods• Bakery• Ready / prepared meals• Emerging markets: organic, allergy• Artisan products• Beverages


Target Audience• Food Producers• Frozen food processors• Fresh food processors• Retailers• For people new to freezing / start ups / small processors


PR priorities for FY15• PR: UK, NL, BE, DE, ES, CZ, SK, FR, PL, PT• Continue to position AP as technology leader• Support continued promotion of new product launches• Flexibility in timing with respect to global programmes• Support positive communication of cryogenic offering in the

face of environmental / economic challenges• Increase Air Products’ profile among key audiences• Supporting promotion of product launches

Q1 (October, November, December)Campaign topic

Details Country Spokes-people

PR opportunity?

Comments

Freshline LinkedIn Showcase page&Freshline newsletter

Launched Q3 FY14. We post once-a-week about topics such as industry trends, industry research, our products and services, safety & hygiene.

Promote the food showcase page on LinkedIn and the LinkedIn content newsletter.

All Ann Callens

Yes – All geographies –UK, DE, NL, PL, PT, CZ, SK, FR, ES

medium priority

Please follow and share if you can!

Emailer to journalist promoting the showcase page. This will be sent in English only.

The newsletter will be produced in English only and sent to local marketing to translate and distribute

LIN-IS Dalco case study

A video case study about our LIN-IS offering in a Dutch meat substitute producer (Dalco)

The video case study is available in English with subtitled versions available (DE, NL, PL, PT, CZ, SK, FR, ES)

A technical video about LIN-IS featuring both the bottom and top injection

All Ann Callens


This is an example of how close interaction with a customer can lead to product improvements e.g. LIN-IS was improved following customer need to include top injection.

As part of this launch, there will be a Press release (UK, DE, FR, NL, PL, PT, ES already written. SK and CZ will need to written by local PR agency). This will go out 7th January 2015.

Emailer with video link (video uploaded to YouTube 6th January). (All languages done). Sent out on 12th January 2015.

Editorial – Dutch version approved. UK version being done. The rest should be translated by the local PR agencies.

http://www.linkedin.com/company/freshline?trk=biz-brand-tree-co-name




19

Q2 (January, February, March)Campaign topic

Details Country

Spokes-people

PR opportunity

Comments

Promotion of [updated] MAP handbook

This is a flagship reference guide, widely used in our industry

All Ann Callens


For reference our existing MAP handbook can be found here

Focussing on the UK version, before other languages to follow.

New MAP photoshoot to be done in January.

Marketing launch ofMAP+Cryo (Freshline® Superfresh)

Foods can be packaged in MAP, frozen, defrosted and offered for sale as fresh by retailers and customers still have the option to freeze again at home. There has been no increased food safety risk and has positive implications for food waste and retailer flexibility. Key for fruit + veg.

All Ann Callens


We’ll be producing a flyer/leaflet, an email signature, a microsite/website update, a Press release covering the benefits of the offering and mentioning the pending patent. Posts for linkedin –showcase and waste reduction groups of interest and eventually inmails, scientific articles around the trials and findings. case study (integration of comments from adopters as part of the launching campaign).

We will also use the video interview of Lourdes Vega, once completed from the Food Industry Gas applications .

http://www.airproducts.com/microsite/uk/MAP_selector/?utm_source=ap-freshthinking&utm_medium=microsite&utm_campaign=freshthinking

20 Air Products Internal Use Only

Q3 (April, May, June)Campaign topic

Messaging Country Spokes-people

PR opportunity?

Comments

Launch of IQF+

New module on MP tunnel – IQF in higher volume. Lower LIN consumptions as no nitrogen bath

All Ann Callens Polishing off the video, training presentation for sales, press release preparation, datasheet preparation, website & microsite content changes to include a new bucket, emailer preparation and mail campaign preparation with follow up call. Test inmail Linkedin, with LinkedIn posts/sponsored updates.


Q4 (July, August, September)Campaign topic

Messaging Timing

Country

Spokespeople

Expected outputs

Comments

Video clips on different food applications: freezing, chilling, MAP, etc.

Food Industry Gas applications videos.

A series of 12 different video clips based on information presented by each food champion.

1. About Modified Atmosphere Packaging (MAP)different video clips. (Michelle Jackson, UK)

2. About IQF freezing and coating. (Gwénaël Colleu, France).

3. About grinding. (Neil Hansford, UK) 4. About inerting, pressurizing, sparging and

purging. (Edward Tomlinson, UK).5. About water treatment. (Karolien Vanvooren,

Belgian). 6. About food texture optimisation (Gwénaël Colleu,

France). 7. About supercritical CO2 extraction (Dr. Lourdes

Vega, Spain. Language – English). 8. About shelf life extension and supply chain

optimisation (called MAP+Cryo/Superfresh in notes). (Dr. Lourdes Vega, Spain. Language – English).

9. About cryogenic freezing (Uwe Rosenbaum, Germany)

10. Film 1 - “About pre-harvest fruit and vegetable optimisation” Film 2 “About post-harvest fruit and vegetable optimisation” (Jose Luis, Spain).

11. About beverage processing (Janusz Pazdziora, Poland).

12. About wine processing (Jordi Mallen, Spain).


Exhibition scheduleCampaign topic

Messaging Timing Country Spokespeople

PR opportunities?

Comments

Polagra Showcasing latest innovations incl. Freshline Plus, MP & QS tunnels, LIN-IS and pelletising

21-24 Sept 15

Poland Ann Callens/Janusz Padziora

POLAGRA is the largest food products fair in Central and Eastern Europe. It is a local event only, but I’d like to see what we can do to promote our attendance. Every year its formula is adjusted with great care to be most attractive for both exhibitors and visitors.

We will be producing panels, email and printed invite a catalogue entry form and a website bucket.

Empack Targeting the packaging industry (MAP related). Showcasing LIN-IS and pelletising

15-16 April

Nederlands Ann Callens/Erik Brandes

We will be producing panels, email and printed invite a catalogue entry form and a website bucket.


Exhibition schedule /cont.Campaign topic

Messaging Timing Country

Spokespeople

PR opps? Comments

CFIA: We will focus on new product launches, on our agents support network (food orientated agents to be invited to an event) and communicate more specifically around the LIN product, the one we mostly produce in LIDA (Rhône Alps region) and in Ghent (North).

10th – 12th March

France Yes:France only (high)

Show in Valence (tbc)

We may organize an exhibition in Valence similar to CFIA in Rennes or a smaller event.

We’d like to understand the wine market better and see where and which niches we could target

Q3 France All these events will be confirmed in Q2.


BudgetUK and Ireland

France Benelux Germany Poland CZ & SK Spain

$8,000 $7,000 $5,000 $4,000 $5,000 $5,000 $6,000 (Out of retainer)


Expectations• Each PR agency should propose a PR programme for their respective

country, taking advantages of synergies from broader marketing communications activities occurring.

• It’s important that we can clearly demonstrate the direct business value of our PR activities, so take this into account within your proposals

• Please propose a plan based on the budget provided; if you have ideas that would require additional funds (within reason) please propose them and we will take them into consideration

• Propose PR activities to:- Improve our market position and promote our offerings- Target segments

• Take advantage of synergies and look out for more PR opportunities in the targeted countries

• Improve press coverage


Press releases:• LIN-IS video – press release already produced in English,

German, French, Dutch, Polish, Portugease and Spanish. Local PR agencies to check. (CZ and SK versions to be done by the local PR agency from scratch based on English version).

• Freshline ® Superfresh (MAP + Cryo) – To be produced in English, and translated by local PR agencies

• IQF + launch - To be produced in English, and translated by local PR agencies

• Food Industry Gas applications video clips - To be produced in English, and translated by local PR agencies

• In addition to activities on the following slides, we may produce a Freshline+ case study about a customer based in Lyon, France – we may need FR PR agency support for this.


Thank you tell me more

final air products trade pr briefing fy15_food version 2

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