kraft campaign analysis

HOMESTLYE  DELUXE  MACARONI  AND  CHEESE    

Campaign  by    CRISPIN  PORTER  +  BOGUSKY  

KELSEY  DEMARCO  

KRAFT    hired  adver.sing  agency  Crispin  Porter  +  Bogusky  to  launch  the  new    Kra?  Homestlye  Deluxe  Macaroni  and  Cheese  during  the  2010  

“American  Idol”  finale.    

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  

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  

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  

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    

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  

• 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.      

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  

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.        

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  

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  

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  

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”  

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    

RESOURCES