Create a Script for a 30-second Schnucks radio spot to be broadcast during St. Louis Cardinals games. Scripts should highlight Schnucks’ proud St. Louis heritage and their longtime support of the Cardinals.

Schnucks Markets has been nourishing the St. Louis community ever since they opened their first store in 1939. Now one of the largest family-owned grocery chains in the nation, Schnucks continues to embrace their homegrown, Midwest values. And that includes baseball.

Schnucks has been a longtime supporter of the St. Louis Cardinals and they’re looking for a series of radio spots to celebrate this affiliation. They’re turning to the Tongal community to conceptualize and script a series of 30-second spots that highlight Schnucks’ friendly, neighborhood values and connect with Cardinals fans. Check out the objectives tab for more info!

The goal of this project is to create a Script for a 30-second Schnucks Radio Spot to be broadcast during St. Louis Cardinals games. Scripts should highlight Schnucks’ proud St. Louis heritage and their longtime support of the Cardinals. Listeners should feel connected to Schnucks, their community and their hometown baseball team.

Note to Concept Submitters: Schnucks is looking for a Concept for a SERIES of radio spots that connect Schnucks with the St. Louis Cardinals listeners and the community. Please don’t submit one-off Concepts – Concepts should work as repeatable formats.

Scripts and Concepts should stem from Schnucks’ tagline, “Nourishing ____”. The tagline springs from Schnucks’ mission – to nourish people’s lives in ways big and small. The blank space in the tagline is a creative tool for you to play with. For instance, “Nourishing your wallet”, “Nourishing game day”, “Nourishing date night”, etc. Come up with your own tagline that fits the tone and message of your Script.

Feel free to use any of these suggested keywords in your Script: homegrown, neighborhood grocer, one stop shop. Also consider placing an emphasis on fresh departments such as produce, meat and bakery.

--Key Marketing Messages:

• “Nourishing _______”
• In a changing world, at least some things are constant: Schnucks and a great baseball team!
• Schnucks' diverse store footprint (economically and geographically) allows us to better understand and reflect our communities better than our competitors.

--Executional Mandatories:

• Scripts must mention Schnucks 3 to 4 times in the spot.
• Script must incorporate the tagline “Nourishing _______”
• Avoid the hard sell. Listeners should feel that Schnucks is their hometown grocer who understands them, their community and their love for baseball.
• Avoid niche humor.
• Scripts must still be relevant to markets outside St. Louis.

--Tone: Nostalgic. Home grown and family owned feel. Good-natured. Trustworthy. Humor is great and edgy humor (for the Midwest anyway) is, too. Avoid niche humor.

--Exposure: KMOX-AM radio station. Will be aired during Cardinals game broadcasts throughout the season.

--Target Audience: Primary: men, age 35+, college education, 3+ household, income $50k+.  Secondary: women, age 35+, college education, 3+ household, income $50k+.  They are long time and loyal Cardinals fans.    

Below are Schnucks' key shopper personas. We've listed the primary and secondary target personas based on Cardinals baseball game listeners:

Primary Target Personas

Carefree Inspirables: At this point in their lives, they really care about what they put in their body… as well as the health and well-being of their family. They are selective in what goes in the cart and are always on the look out for inspiration. While they are planners, they don’t shy away from impulse shopping.  “Nourishing” to them means making the most of an inspiration and sharing their latest and greatest with the ones they love. It’s not about saving, it’s about living, sharing and enjoying through food.

Single and Hungry: They are a bit of a procrastinator. It’s not that they don’t like shopping; they just don’t go until they need to. They like cooking when inspiration hits and will pay attention to in-store savings.  “Nourishing” to them means a stocked fridge that keeps them fed for a week or two as well as saving a few bucks along the way.

Secondary Target Personas

Family Planner and Pleaser: They have a big job to do. They plan for the week, including school lunches, 5-7 days of meals and a gluten allergy. Between soccer practices, mothers’ clubs, play dates and part time work, they are busy. Staying organized and keeping thier family humming is their critical mission. “Nourishing” to them means keeping their family balanced through meal planning that is food allergy considerate, exciting and within the weekly budget.

Value Chaser: On a budget and timing a grocery run with payday is critical to keeping food on the table for them and their family. Between inserts they get in the mail, online circulars and what they see in-store, they work hard to find the best deals in and around their town. “Nourishing” to them means knowing they’ve done their due diligence in keeping healthy options on the table for their family that are within their budget.

Day Tripper: Kind of a free spirit… when they want a big salad…they get a big salad. Wilting lettuce and bruised tomatoes don’t exist in their fridge. They head to the grocery store often taking pride in fresh, delicious fare that will be prepared the same day. “Nourishing” to them means getting fresh, healthy options to prepare that night….so whatever they have a hankering for, a quick trip to the store is worth their time.

This Project will be worth a total of $4,750 and consists of two Phases: a Concept Phase and a Script Phase. Be sure to read the following information carefully as well as the Official Rules.

PHASE 1: CONCEPT– Tell us your Concept for a Series of Schnucks radio spots in 250 characters or less.  Remember, a Concept is not a detailed script; it is a spark of inspiration, or a distillation of what will happen in the radio spots.  As always, Concepts should be clever and engaging.  The winning Concept creator will receive $250.

PHASE 2: SCRIPT – Upload a PDF of your 1-2 page SCRIPT for a 30-second Schnucks radio spot based on the winning Concept. You can use the text box to provide a logline or overview of your Script using 250 characters or less. The six most compelling Scripts will be selected as winners and will receive $750 upon submitting their Winner's Affidavit, IP Assignment, and final revised script. All scripts will remain private until after the Project is complete. 

--Script Phase Payout: The six winners of the Script phase will receive $750 upon submission of their final revised scripts.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.

2. In the event you utilize any third party materials, such as music provided by a third-party music provider not provided by Tongal, you must obtain full written license and consent from the owner of such third party materials and provide such license and consent forms to Tongal.

3. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL.  FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.

4. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.

5. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.

6. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.

7. Videos must be in the English language.

8. Limit 5 submissions per member, per Phase.

9. You must be at least thirteen (13) years or older to enter.

10. In the event that fewer than 15 Scripts are received, the Sponsor reserves the right to repost the contest for up to fourteen (14) days at their discretion.

11. The Sponsor will be entitled to reasonable revisions on the finished Scripts without providing additional compensation.

12. Winning creators must submit the standard Tongal W-9, Winner Affidavit, and IP Assignment to claim their prize.

13. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.