"Loop" is an innovation in recyclable packaging, and an early response to Canadians' demand for a greener way to consume. It is essentially an online grocery store that charges a deposit for its high-quality packaging, which is returned and refilled again and again.

"Loop brings back the old 'milkman model', where products are delivered to your door at the same time empties are picked up, washed, refilled and readied for delivery to another customer."

Loop has partnered with big companies such as Procter & Gamble, Heinz, Clorox, Nestle, Unilever, Mars and Danone. The system, already operating in US, UK, and France, launched in Canada on Feb. 1, 2021 in partnership with supermarket giant, Loblaws, for delivery in Ontario.

As with other online grocery stores, customers fill their virtual shopping cart, and in addition to the cost of the item, they pay a deposit for its container. That can range from 50 cents for a glass salsa jar to $5 for a stainless steel Hagen-Dazs ice cream tub.The items are delivered to customers' homes by courier FedEx for a $25 fee, which is waived for orders over $50. Once containers are emptied, they don't go into the recycling bin, they get tossed into the tote bag Loop provides,and they get picked up on next delivery.

Campaign Objectives

Loop needs to drive awareness of its concept and promote participation throughout Ontario. It has the following measurable objectives, to be achieved by Dec. 31, 2021: 1) To achieve brand awareness of 20% of Ontarians, and 2) To achieve participation of 5% of Ontario households.

Target Market

It has identified its target audience (those to whom the campaign is directed) as heads-of-household (HOH) in Ontario with at least 2 residents (estimated at 3.1 million households). These HOHs range from 25-55 years, with middle-to-high income and education levels, and likely reside in urban or suburban areas of the province. They are environmentally conscious and avid recyclers.

Your Task

Your job is to reach this market and achieve the campaign objectives. Based on the above information, select FOUR (4) different media tools that you think would be appropriate. Use TWO Traditional and TWO Digital/Online tools. Share any assumptions that you make. Choices should demonstrate sound IMC planning and critical thinking (assume message and creative are done, this is about media channels).

Structure your response this way for EACH of the FOUR tools you choose. In other words, copy and paste below items four times. (4 tools x 10 marks = 40 marks total):

a)Media Tool AND specific type/tactic within that tool (explain as appropriate) (2 marks)

b)Scheduling/Timing/Executional details of implementing tool/tactic (2 marks)

c)Advantage/key reason for using this tool (2 marks)

d)Caveat/main pitfall of using this tool (2 marks)

e)Metric you would use to measure this tool (i.e.: results vs objectives) (2 marks)