rebrand campaign
the issue:
As part of North America’s 4th largest consumer packaged and beverage company Kraft Foodservice was finding its business challenged by new category players and a commodity mentality in its customers – product price was the only deciding factor and Kraft could not compete. Customers were not taking advantage of the web-based Kraftworks program where they could engage with, and benefit from Kraft’s superior business tools.
the truth:
We revealed that restaurant and cafeteria owners, managers and chefs see themselves as more than putting food on a tray. They feel that they make more than a meal – they help make moments in their customers’ lives.
the idea:
Spotlight Kraft’s support for their customer’s self-identified purpose. Let these “Makers” understand that we have their best interests at heart and position Kraft as an indispensable business partner, beyond the simple commodity of supplying boxes of food.
the approach:
The campaign theme: “Kraft helps a Makers’ business better” carried through all communications and executions, positioning Kraft as the partner to drive their customers’ success. Key messaging had to: make Kraft’s customers feel important, express Kraft’s commitment to helping customers pursue their own passions, and show that Kraft understands them. Content would be revised for all channels and targets including restaurant owners, chefs, managers and decision makers of all stripes (independent, chain, distributor) and, importantly, all internal stakeholders. An internal manifesto video was launched to internal teams, resulting in an overflow of emotion and pride, something lost over the years. The campaign, featuring real customers (“makers”) rolled out to all stakeholders on multiple platforms and was leveraged in print, display, web and all points of customer contact.
the results:
13.5MM mass and targeted impressions with a total of 40,000 page lands, 500 sign-ups to the KraftWorks program within the first few weeks (+8%), +54% unique site visitors vs. previous same period, +68% page views. Expanded reach included key chain customers as well as the elusive independent operator target.
