Increase penetration of Kraft products among South Asian & Chinese population in Canada and to be recognized as a diverse, inclusive food solutions provider.
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”
Agreed Kraft is the Brand they Trust
Smita Chandra was selected as a brand ambassador and worked with us to create delicious quick and easy recipes.
“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.
Tantalizing sets for photography were created with Ethnic touches and props to make the right connection.
Recipe base Vignettes
In language Oreo TVC
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
Traffic to landing page
Print: News release
Radio: Live RJ feed and interviews
Various events and cooking demos were hosted by Smita including holiday specific
Recipes for Eid
POS & IN-STORE
RECIPE CARDS & ROMANCE COPIES
- Mobile Sales 80%
- Website Traffic 50%
- Conversion Rate 75%
- Email Subscribers 60%