Kraft Campaign Analysis
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Transcript of Kraft Campaign Analysis
HOMESTLYE DELUXE MACARONI AND CHEESE
Campaign by CRISPIN PORTER + BOGUSKY
KELSEY DEMARCO
KRAFT hired adver.sing agency Crispin Porter + Bogusky to launch the new Kra? Homestlye Deluxe Macaroni and Cheese during the 2010
“American Idol” finale.
CRISPIN PORTER + BOGUSKY CP+B is an award-‐winning adver.sing agency known for its rule-‐breaking work. A member of MDC Partners network, CP+B is located in Denver, Miami, Toronto and London. • Awards-‐ • Twelve-‐.me winner of Agency of the year, 2009 Agency of
the Year by Adweek and Adver.sing Age
• Employees-‐ 900
• Billings-‐ $1.2 billion • Founded -‐ 1965
KRAFT
HOMESTLYE DELUXE is a new, family and adult-‐focused Kra? product in response to the economic downturn and at home ea.ng.
• Successfully created an image of kid friendly loyalty • Problem-‐ limits target market
• Homestyle Deluxe-‐ Family style, baked macaroni and cheese
• “The blue bag, not the blue box” • In 2010, Kra? plans to spend more than $50 million in promo.ons of macaroni
CAMPAIGN GOAL: MAKE THE BRAND MORE OF A FAMILY FOOD AND
EXPAND KRAFT’S TARGET MARKET
1. Take away the s.gma that Kra? is just for kids • Show adults in the adver.sements • Refer to “adult-‐friendliness”
2. Inform the target audience of the new product
• Describe product, promote name and logo
3. Increase Kra? Macaroni and Cheese sales • Mac-‐n-‐cheese is a $802 million industry
OBJECTIVES
The campaign uses integrated marke.ng communica.on including:
• Homestyle tour • Free samples, cooking lessons and family tent
• Billboards and TV commercials
• Social media campaign
• 20 foot noodle sculptures
• Interac.ve website
ADVERTISEMENTS
CP+B developed the campaign to en.ce the target market by connec.ng with their inner child. The adver.sements expand the well known Kra? slogan, “You know you love it.”
• Simple slogans “The most fun you can have with your stove on” “Outgrow outgrowing it” “Imported from your childhood” “Parents need warm cheesy hugs too”
• Gender neutral
• Emphasize indulgence and focus on emo.ons
• Words like deserve, hugs and special
• Use of blue, yellow and noodle symbol
• Widely-‐recognized and linked to Kra?
ADVERTISEMENTS The campaign’s adver.sements are simple and to the point. CP+B
emphasize emo.ons rather than product descrip.on and promo.on of Homestyle Deluxe. This is possible because Kra? is an already well-‐known and respected brand.
TARGET AUDIENCE
“KIDS LOVE US, BUT ADULTS LOVE US TOO”
• Demographics • Primarily working , low to middle-‐class females with children
• Less than four dollars per bag • First .me home owners or renters 20 to 40 years old
• Easy prepara.on in small area
• Psychographics • Believers
• Conven.onal, centered around family, predictable brand
loyalty (such as Kra?), center life around home
BENEFITS FOR CONSUMERS
RATIONAL
EMOTIONAL • All-‐in-‐one dinner
• Promotes family .me
• Con.nued brand loyalty • Economically feasible
• Connect with childhood • “Fun” meal
• Comfort-‐food
The campaign works by en.cing consumers through emo.ons. By referring to childhood memories and comfort. It makes the reference that ea.ng Homestyle Deluxe will connect a consumer to the feeling of childhood.
RESPONSIBILITY For the most part, the campaign is ethically and socially responsible because it focuses on important values and an economical op.on during tough .mes. Responsible
• Commercials showcase African Americans and
Caucasians
• Promo.ng family values
Irresponsible
• Extremely unhealthy
• Obesity and heart • Contradicts “loving” image
MEASURING SUCCESS The success of CP+B is mul.fold and will depend on reaching all three campaign objec.ves. • Surpass 2009 Kra? Macaroni & Cheese Dinner Sales
of $645 million
• Increased awareness of Homestlye Deluxe
• Surveys, Reviews, visits to websites • Repeat buys, product knowledge and sa.sfac.on
ROOM FOR IMPROVEMENT
1. Take away the s.gma that Kra? is just for kids • Noodle logo hasn’t changed from the kid-‐focused “blue box” • Words like “fun” and “cheesy” have a childish connota.on
OBJECTIVES
2. Increase Kra? Macaroni and Cheese sales • Lo?y goal to surpass
• In 2009 Kra? Macaroni and Cheese dinner sales were up eight percent, to $645 million
ROOM FOR IMPROVEMENT 2. Inform the target audience of the new product • Print ads, billboards and sculptures lack references to Homestyle Deluxe
• Too many slogans
“The most fun you can have with your stove on” “Outgrow outgrowing it”
“Imported from your childhood” “Parents need warm cheesy hugs too”
hkp://www.kra?foodscompany.com/home/index.aspx hkp://www.ny.mes.com/2010/05/27/business/media/27adco.html?_r=1 hEp://www.strategicbusinessinsights.com/ hEp://www.google.com/images?
um=1&hl=en&rlz=1T4GPTB_enUS288US288&biw=1259&bih=514&tbs=isch%3A1&sa=1&q=kraa+macaroni+and+cheese+homestyle
hEp://www.cpbgroup.com/ hEp://www.youtube.com/watch?v=Bs5SOB6tn44
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