Smelser sent a message to Denise Morrison President and CEO, Campbell Soup Company – email address that said:
Proposal: TRAUNIK
INTRODUCTION
This proposal offers an opportunity for Campbell’s to try new territory in advertising, territory that offers an ad that could pay for itself while continuing to be seen and heard by potential customers endlessly for years. Campbell’s would serve as an investor in a movie that is ultimately about a group of quirky characters who love Spahettios. The family-friendly comedy entitled “Traunik” tells the story of two average people trying to do a good thing for an elderly cancer victim and his wife.
BENEFIT
The investment would range from $500,000 to $1 million. Since this would be an investment and not simply product placement, this would mean that Campbell’s stands to recoup the money while potentially even making a profit. In addition, Campbell’s would be throughout the movie with Spaghettios being the featured (and only) food at the wedding scene that will conclude the movie.
REASONS FOR THIS PROJECT’S SUCCESS
So why should Campbell’s expect any sort of profit from this movie?
First of all, the movie is being directed by a Hollywood insider. John Gerds has worked his way from running errands on sets to co-directing movies. His career spans 15 years and his mentor/colleague/friend is acclaimed producer/director, Michael Bay. John knows how to create a movie and how to get it distributed. In fact, he has already spoken with Lions Gate Entertainment and begun reserving spaces in film festivals around the globe.
Second, the script itself is an award winner. The script took seventh place out of more than 1,800 entries in a national script competition. It was the only comedy to place in the top ten. The scripts were judged on storyline, character, development, and entertainment value.
Third, due to John Gerds’ contacts, we will be getting known Hollywood names. There will be a cameo by mega star, Tom Hiddleston and the Jaguar corporation has requested to be on board due to Tom’s relationship with them. So ask yourself, just how much money would Campbell’s have to pay to get Tom Hiddleston even remotely involved in advertising? When is the next time that you think his fans will see him eating Spahettios?
RISKS
Are there risks involved? Yes. Obviously, investing is not an exact science and investors do take risks. But as both investor and home improvement company featured in the movie, Campbell’s stands to benefit regardless. Even if the movie never made a dime in profits, every time someone rents/streams the movie, BOOM! There is another advertisement for Campbell’s.
What if the movie turns out to be something that critics hate and so it earns rotten tomatoes and jeers?
• First of all, these are the movies that often become cult classics and take on a new life, and that’s a major win for everyone involved.
• Second, Campbell’s is pictured in a positive light, so at worst Campbell’s is simply a food eaten throughout a movie in which people are doing something nice for a cancer victim in an otherwise mediocre movie.
• Third, critics have already raved about how fun and entertaining the script is so there is no basis for expecting the movie to be received any differently.
CAMPBELL’S ADVERTISING BUDGET
In 2015 Campbell’s raised its digital media budget by 20% according to AdAge.com, which indicates that your company is primed to try new ways of reaching customers. This makes it a great time for Campbell’s to give my idea serious consideration. According to AdAge, Campbell’s spends roughly $325 million annually on advertising in the U.S.. The amount to invest in this movie doesn’t even make a dent in that figure, and yet it provides (1) a new avenue for reaching customers; and (2) the potential to get every dime back while the ads go on for the life of the movie.
VERY SIMPLE NEXT STEP
Please contact me for a copy of the script. Read it yourselves. There is already great momentum around this project. The Jaguar Corporation read the script, loved it, and is ready to send cars to be used in filming. We also have other companies on board and other potential investors. All we ask right now is that you read the script.
Time is getting short for us, but we want you to feel very comfortable. Read the script, ask us questions, meet with our attorney, take the next step and I believe you will be very glad you did. We will need to keep moving on this project, so the window for bringing you on board is getting smaller; however, I am confident that Campbell’s would be a great partner. I truly believe that this will be a partnership that will be positive for us all.
Smelser,
Executive Producer
