kraft campaign analysis
DESCRIPTION
Analysis of Kraft Homestyle Mac and Cheese Campaign by CP+BTRANSCRIPT
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HOMESTLYE DELUXE MACARONI AND CHEESE
Campaign by CRISPIN PORTER + BOGUSKY
KELSEY DEMARCO
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KRAFT hired adver.sing agency Crispin Porter + Bogusky to launch the new Kra? Homestlye Deluxe Macaroni and Cheese during the 2010
“American Idol” finale.
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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
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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
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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
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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
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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
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• 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.
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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
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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.
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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
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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
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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
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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”
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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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