This document proposes a campaign to revitalize the Supremo Cane Vinegar brand. It recommends creating renewed excitement through print, radio, and TV advertisements highlighting the natural quality of Supremo vinegar. It also proposes launching a culinary competition called the "Supremo Chef Great Culinary Challenge" that would feature student chefs creating dishes that showcase Supremo vinegar's versatility. The competition aims to establish Supremo as the vinegar of choice and drive sales.

1. Supremo Cane Vinegar
Campaign Proposal
April 12, 2011

2. Your Requirements
• Refine the current
campaign for the
brand.
• Produce new
tactical
campaigns

3. A quick overview

4. While it is true that Supremo has made a
mark on Filipina homemakers…
there is still a strong potential for Supremo
Vinegar that remains untapped…
But before heading there, let’s have a quick
peek into what our competitors are doing…

5. What’s going on with
Vinegar these days?

6. For the past
years, Datu Puti
has been using
humor to
communicate
what their brand
is all about…

7. While we believe It’s entertaining,
it veers too far from the main
purpose of vinegar in every Filipino
kitchen.
What about the others?

8. Other brands
appear to have
no distinct
personality that
consumers can
identify with..

9. It seems that
consumers have lost
touch on the value
of vinegar in
modern Filipino
cooking.
The question is not
Why we love
Vinegar,
It’s, what’s there
not to love about it?

10. Vinegar is amazing, astounding and
versatile and the quality of the vinegar
used in cooking reflects on the food…

11. Unlike the generic quality of other
brands, Supremo Vinegar has a
distinguishable asim-sarap goodness
and Its purity and naturalness cannot
be matched by its competitors.

12. It’s time that we put
emphasis on the inherent
excellent quality of
Supremo Vinegar as
shown in its red, blue
and yellow nationalistic
colors.
Because in a sea of
green-tinted
competitors, Supremo
breaks away from the
mold.

13. We believe in making Supremo Vinegar
live up to its name…
Because it truly is the SUPREME vinegar
made for the SUPREME cook.
It deserves more credit from the target
market and a stronger clout in the trade.

14. So what do we do?

15. • We need to
create renewed
excitement for
the brand to
further heighten
market
awareness and
drive sales.

16. • The creative strategies contained herein
have been formulated with one objective :
Make Supremo the Cane Vinegar of choice.
It is not merely to remind or to make aware.
It is a Call to Action.
“Yan ang Supremong Konsepto para sa
Supremong Suka!”

17. Creatives

18. Thematic Print 1 - Awareness
May Asim ng Supremo

20. Thematic Print 2 - Awareness
Ang Sarap ng Natural

22. Tactical Print Series 1 -
Ang Supremong Kilawin

24. Tactical Print Series 2 –
Ang Supremong Inun-Unan
(Paksiw)

26. Tactical Creative Symbol -
Kiko Kusinero

28. Kiko Kusinero
Chef Supremo Strips

30. Other Initiatives

31. Ang Sarap ng Natural
Radio 30s
MVO: Ang best things in life, ay ang natural.
(sounds of trickling water)
MVO: Naamoy ito, (appreciative sounds of
smelling)
FVO: Nalalasahan, (appreciative sounds of
pleasure eating)
FVO/MVO: at hinahanap-hanap
FVO: Pagdating sa suka, Kailangan purong
asim na hango sa tubo.

32. FVO: Para umaangat ang lasa ng
handang ulam…
MVO: O, pulutan.
FVO: Sa asim ng Supremo,
garantisadong Supremo ang ulam
FVO/MVO: Supremo Cane Vinegar, ang
sarap ng natural!

33. “Ang Asim ko, Natural!”
Radio Jingle
Ulam! Ulam!
kailangan, Supremong ulam!
Asim! Asim!
kailangan, Supremong Asim!
Ang Su-perb
Ang Ga-ling
Sa-rap, A-sim!
Asim ng Supremo
Yan ang asim ko! – Natural, Supremo!

34. VO: Supremong Sarap, Supremong Asim.
Para sa Supremong Ulam,
sa garantisado na tayo.
Natural, Supremo Cane Vinegar!
Ang Su-perb
Ang Ga-ling
Sa-rap, A-sim!
Asim ng Supremo
Yan ang asim ko! – Natural, Supremo!
VO: Supremo Cane Vinegar,
Garantisadong Natural!

35. TV- Segment Buys
• Brand Bugs on popular TV Channels:TV5 and GMA 7
Ticker tape messages counting down to the
weekends, encouraging viewers to plan a Supremo
filled food weekend with the family.
Sample:
Wednesday na! 2 araw nalang! Gawin Supremo ang
ulam ng pamilya! Maghanda ng Supremong
Kilawin. Garantisadong magugustuhan ng Pamilya
ang sarap-asim nito gamit ang Asim ng SUPREMO.
Supremo Vinegar, Garantisadong Natural!

37. Supremo Chef
The Great Culinary Challenge

38. • The Supremo Chef
Great Culinary
Challenge is a cook-off
featuring students from
different culinary and
HRM schools. Chefs
armed with Supremo
Vinegar as their
weapon of choice
battle it out.
Who will win the
ultimate vinegar
challenge?

39. • The competition is divided into 3
stages: 1) applicant processing 2)
elimination and the 3) Grand finals
• The participating culinary professor
can serve as competition
adviser/coach to the (2) students from
each school.

40. • The competition is
open to all HRM or
culinary students
currently enrolled in
a government-
recognized
academic
institution.

41. Competition Description
• Each team is
composed of two
student chefs and a
culinary professor
from the respective
participating
schools from Metro
Manila’s North,
South, East and
West zones.

42. • Teams from the
North, South, East
and West Zones are
required to
purchase Supremo
Vinegar products
worth P1,500 to
qualify in the
eliminations.
Supremo products
shall be delivered to
the participating
school upon
purchase.

43. • Participating schools are required to
submit the following documents:
1) Two 2×2 photo of each student
contestant
2) Two 2×2 photo of the coach
3) One photocopy of the school ID of
the contestant/s and the coach
4) A scanned copy of the Supremo
Vinegar payment transaction

44. • Contestants are required to
participate in the elimination rounds
starting September. Teams are
required to prepare 1 Supremo
vinegar based dish which shall then be
judged in the weekly elimination
rounds. Schedules are as follows:
Week 1 North Zone
Week 2 South Zone
Week 3 East Zone
Week 4 West Zone

45. • All Supremo vinegar based dishes will
be judged by a select panel of
culinary experts. The top entries in the
elimination rounds will be notified of
their promotion to “Finalist” status on
the day of eliminations.
• The finalists chosen from the North,
South, East and West Zones will each
get P10,000 and Gift packs from
Supremo Vinegar.

46. • (2) Weekly finalists from the elimination
rounds with the winning Supremo
vinegar based dish from each zone
shall participate in the Grand cook-off
on October 28, 2011.
• Finalists are required to submit their
recipes for the 2-course meal on/or
before October 15, 2011.
• The qualified finalists from each zone
are tasked to prepare, cook and
execute a 2-course meal for 4 pax.

47. • All finalists will receive a notice to
attend the pre-competition briefing.
Failure to attend the briefing
automatically disqualifies contestants
from actual competition.

48. Grand Finalists – Ingress
• Finalists must use the Official Ingress List
that will be provided to all contestants.
Each page must be submitted in 3
copies, during designated ingress time
and date. A thirty minute allowance
will be given after the stated starting
time for Ingress to accommodate late
arrivals after which Ingress official
closes.

49. • Ingress of equipment and ingredients
will be based on the entry-recipe.
Inclusion of any equipment or
ingredient not part of the entry-recipe
nor required for its execution will not
be allowed. Ingress should include
plug adaptors, extension cords,
voltage regulators which are required
to operate one’s own equipment.

50. • The Organizers will
only provide the
following per team
in the grand finals:
- A 4 burner gas
range with oven,
work table, flowing
water, trash bin,
one electrical
outlet. Total work
area is (cubicle) 4
square meters.

51. • The two Student Chefs will execute
their recipes within the following time
frame – 30 minutes mise en place, 1
hour to cook, 30 minutes to “plate”
inclusive of the plating of 1 set of all
the dishes for presentation and a
second set for the judges, for tasting.

52. Criteria for Judging
50% Supremo Sarap
25% Supremo
Originality
15% Supremo Plating
presentation
10% Supremo
Affordability

53. Culinary Finals event prizes
• 1st Prize: P100,000.00 cash, a kitchen
showcase worth P50,000 and Supremo gift
packs.
• 2nd Prize: P50,000.00 cash, a kitchen
showcase worth P 50,000 and Supremo gift
packs.
• 3rd Prize: P30,000.00 cash, a kitchen
showcase worth P50,000 and Supremo gift
packs.

54. Event Logo Design

55. Venue Look:
SM NORTH EDSA’S SKY DOME

57. Communication Support

58. Poster and Banner Designs

61. TV Initiatives- Interstitials
The Asian Food Channel
features the first “Supremo
Chef Great Culinary
challenge” Interstitials will
feature the supreme dishes
created by budding chefs
from Metro Manila using
Supremo Cane Vinegar.

62. TV Initiatives - Supremo TV Segment
Segment buy–
“Asim ng Supremo”
Popular morning show’s
hosts talk about supreme
dishes found in the
Philippines. Each featured
Filipino dish will be tasted for
its sarap-asim quality that
only Supremo Vinegar can
provide, then segue to the
Supremo Chef Great
Culinary Challenge shout
out.
Media Vehicles:
– Unang Hirit, GMA 7

63. Thank You!