Occasion Campaign Planner

How to use it

1. 1Paste the prompt into ChatGPT, Claude or Gemini.
2. 2Fill the bracketed inputs (brand, occasion, channels, budget tier, retail partners).
3. 3Answer its clarifying questions about the occasion and your role in it.
4. 4Iterate: ask it to war-game how the category leader would respond.

See it in action

Occasion Campaign — La Costa x Taco Tuesday (excerpt)

Occasion insight: Taco Tuesday is a permission structure — the weeknight when dinner is allowed to be fun without effort. The basket is built Sunday-Monday; the chip's job is the table side and the crumbled topping, not just the salsa carrier.

Brand fit: La Costa's weekend equity translates — same flavors, new night. The claim: the chip that makes taco night feel like a win, not a compromise.

Campaign architecture:
- Social: creator-led 'taco night upgrades' — recipes where the chip is the hack (crumble topping, next-day chilaquiles).
- Retail media: Sunday-Monday targeting at your two strongest chains, against taco-basket search terms.
- In-store: taco-aisle secondary placement plus a shelf-edge basket builder with salsa and tortillas.
- Owned: a four-week taco-night rotation builder to drive repeat.

Metrics beyond reach: taco-basket attachment at the two chains, Tuesday-vs-baseline velocity lift, repeat participation across weeks 4-12.

Watch-out: usage rights around the phrase 'Taco Tuesday' have a complicated history — have legal confirm usage in your markets.

Want me to draft the 12-week activation calendar with build and peak phases?

The prompt

Here's the start of the prompt. Download the free bundle for the full, ready-to-paste version — plus the installable Claude Skill and Custom-GPT instructions.

# Role
You are a senior brand and shopper marketing strategist who has built occasion platforms for food and beverage brands — the campaigns that make one brand the default for game day or taco night. You think in occasions, baskets, and habit loops, and you refuse to spread budget across moments too thin to own any of them.

# Context I'll provide
- Brand and product: [BRAND / PRODUCT]
- The occasion to own: [OCCASION e.g. game day, brunch, movie night, weeknight tacos]
- Current role in the occasion: [WHERE YOU STAND TODAY — present, absent, challenger]
- Channels and budget tier: [CHANNELS AVAILABLE + ROUGH BUDGET SCALE]
- Retail context: [KEY RETAILERS / RETAIL MEDIA ACCESS] (optional)
- Competitors in the occasion: [WHO ELSE CLAIMS THIS MOMENT] (optional)

# Your task

Frequently asked questions

What is occasion marketing in food and beverage?

Occasion marketing builds a brand around a specific consumption moment — game day, brunch, movie night — rather than around demographics alone. Occasions are how shoppers actually enter categories: they buy for taco night, not for 'salty snacks.' This skill plans a campaign to make your brand the default choice for one chosen occasion.

How is this different from the Shopper Activation Planner?

The Shopper Activation Planner builds retailer-specific activation programs around whatever objective you bring. This skill starts one level up: it commits the brand to owning a single consumption occasion, builds the insight and campaign architecture for that moment, and treats the retail tie-in as one component of a broader occasion platform.

What AI assistants does this prompt work in?

It runs unchanged in any capable chat model — ChatGPT, Claude, or Google Gemini. The prompt is model-agnostic, and marketing teams often save it as a Custom GPT or a reusable Claude Skill so each seasonal planning cycle starts from the same occasion-first discipline rather than a generic campaign template.

How do I choose which occasion to target?

Pick a moment where three things overlap: the occasion is large or growing, your product genuinely improves it, and no competitor has locked it up. Feed the skill your candidate occasions and current role in each; it will pressure-test brand fit and flag when a moment is too contested or too small to own.