Kraft

Case Study

The Challenge

Increase penetration of Kraft products among South Asian & Chinese population in Canada and to be recognized as a diverse, inclusive food solutions provider.

The Idea

We decided to help the South Asian and Chinese mom who is struggling to find the time needed to prepare fresh meals everyday that balance western taste needs of her kids with the traditional needs for adults in the family with quick and easy solutions using Kraft products.

“Kraft keeps it simple, I make it special”

The Results

Weeks Lanched

%

Agreed Karft is the Brand they Trust

The Campaign

Brand Ambassador

Smita Chandra was selected as a brand ambassador and worked with us to create delicious quick and easy recipes.

Branding

“Chutki mein Tayar”
Kraft Ka khana

The website was launched with recipes to tantalize the taste buds and romance copies to woo the Ethnic clientele, connecting them to memories and tastes from home.

Photography

Tantalizing sets for photography were created with Ethnic touches and props to make the right connection.

TV

Recipe base Vignettes
In language Oreo TVC

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Tactics

Print- Recipe based ads with romance copies
Print- themed holiday recipe based ads with romance copies
celebrating main stream and ethnic holidays
Presences on popular south and Chinese web sites
Contests
Social Media
Traffic to landing page
Online Coupons
Calendar

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PR

Print: News release
Radio: Live RJ feed and interviews
Digital: E-newsletters
PR: advertorials

Experiental

Various events and cooking demos were hosted by Smita including holiday specific

PHOTOGRAPHY

Kraft
Kraft
Kraft
Kraft
Kraft
Kraft

PRINT & ADVERTORIALS

[Best_Wordpress_Gallery id=”1″ gal_title=”kraft-print”]

HOLIDAY RECOGNITION

Recipes for Eid

Kraft
Kraft

POS & IN-STORE

coolwhip

salad-dressing

salad-dressing2

RECIPE CARDS & ROMANCE COPIES

Kraft
Kraft
  • Mobile Sales 80%
  • Website Traffic 50%
  • Conversion Rate 75%
  • Email Subscribers 60%

The Results Were Amazing

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Live Project