Empowering the Kraft Consumer

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Empowering the Kraft Consumer

• iMedia Brand Summit
• February 2004

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• Business Goal
• Creative Executions
• Results

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Business Goal

• Grow topline volume through ownable, equity
  building food and nutrition messaging, content
  and functionality

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Defining The Strategic Value Consumer
Idea and Time Starved Cooks
Motivation I turn to the resources I can depend
on each and every time to give me food ideas
that save me time and make me feel good about
the food I am putting on the table for my family
Insight Cooking for my family is one of the
most important ways I can show how much I really
care for them but it has to be simple and
delicious
Relevant Brand Difference Empower any cook by
providing simple everyday food ideas
Strategic One Thing An experience that gives me
quick and easy ways to use my favorite Kraft
products my family already trusts and loves
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Creative Execution Everyday Food Simple

• Consumer Insight
• At home or at work, Moms are challenged daily
  to come up with dinner ideas the whole
  family can enjoy
• Solution
• Develop messaging that speaks to consumer
  mindset
• Employ time-driven messaging and day-part
  targeting to create relevancy
• Provides real-time solution for daily
  dinner dilemma
• Include offer to opt-in for future
  communications

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Creative Execution Seasonal/Holiday Messaging

• Consumer Insight
• Consumers actively seek recipe and party ideas
  to make the holidays special for their families
• Solution
• Engage user in seasonal experience
• Provide value through themed recipes and
  activities
• Showcase multiple Kraft brands
• Target placements two weeks prior to event

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Creative Execution Cooking School

• Consumer Insights
• Cooking is an exciting, yet scary, proposition
  for starter cooks preparing meals on their own
  for the first time
• Consumers love to discuss and share recipes and
  cooking techniques with friends and family
• Solution
• Develop a skill building experience
• Utilize the functionality available within new
  IMVironments to reach emerging cooks
• Enables users to control video play
• Provides tutorial and viral capabilities

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Kraft Cooking School IMV Demonstration
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Creative Execution Counting Carbs
Helping Consumers Live Better/Eat Better

• Consumer Insight
• Consumer wants to eat healthier but its way
  too confusing
• Jell-O at 105 years old is as much on trend
  as ever
• Solution
• Demonstrate the depth and breadth of content
• Showcase contextually relevant content
• Showcase recipes from an American Icon that
  help you eat
• better if youre counting carbs or calories
• Allow consumers to make their family a homemade
  dessert in minutes

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Creative Execution Counting Carbs
Low Carb JELL-O Recipe
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Creative that Delivers

• Empower
• Engage
• Demonstrate
• Branding

• Drove qualified traffic and customer acquisitions
  
• 3.5 CTR with a 25 Interaction Rate
• 150,000 active users per day
• Double digit gains in purchase intent and unaided
  awareness

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Thank You!