Kraft Sales Promotion Concepts
Season of Mom: This idea is designed to work all year long, cresting during mom’s Holiday/Festive season.
Partner: Polaroid
Magnet Idea: The concept is that the convenience of Kraft gives mom extra time that she can spend enjoying her kids with the help of Polaroid’s new PopShot, the first instant disposable camera. (Take ten instant pictures and toss it.) The Polaroid tiein would help structure and personalize the extra time mom has, because it would give her something definite to do. And, taking someone’s picture is more than a way of capturing the moment, it’s also a way of connecting with the subject, so Kraft would be helping mom connect with the kids in a fun way. And with a disposable Polaroid, rather than a regular camera,
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there’s instant gratification, because the captured moment (the picture) develops immediately. Theme: Picture what you’d do with a little more time, compliments of Kraft.
How it works: Depending on the premium’s cost to Kraft, mom would have to buy a certain number of products and save wrappers to redeem for the camera. She can do this as often as she wants throughout the year. Participating bundles would be “quicky” products that lend themselves to snacking, meals on the go, and other “instant” uses. Each product would have the Polaroid PopShot flagged on the package, as well as on the shelf.
Benefit: Mom enjoys the convenience of buying Kraft products in bundles, saves time, and has a way of using that extra time to create memorable moments with her family–moments that can be shared for years to come.
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Season of Mom: All year long
Partner: None
Magnet Idea: This is a horizontal program that rewards mom every single time she buys any Kraft product by giving her a yearly rebate on gross purchases. It crests during the Holiday season when mom receives her rebate check.
Theme: Let Kraft help with your Holiday shopping. (Or: Kraft means cash.)
How it works: This is essentially a continuity program that’s a cross between the
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Jewel Preferred Card (or any local retailer’s similar card) and the Discover Card. The retailer uses mom’s special Kraft Card to track her purchases of Kraft products. The retailer forwards the data to Kraft, and Kraft calculates a rebate that’s sent to the customer the first week in December each year. The rebate can be a straight percentage of purchases, or it can rise as the level of purchases rise throughout the year. E.g., 1% for the first $500, 1.5% for the next $500, etc.
Benefit: Each year, just in time for the holidays, mom will receive a little extra cash for Christmas shopping. And, of course, participating retailers will love the program because it will help build profitable sales and consumer loyalty.
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Season of Mom: Each of the following would be covered in sequence as the year progresses. Spring/Renewal Summer/Relaxation Back to School/Routine Holiday/Festive Winter/Hibernation
Partner: The Simpsons
Magnet Idea: This is a horizontal idea that would use multiple brands bundled by seasonal menus that are all included in a “Simpson’s Cookbook” that builds throughout the year. Spring and Summer might feature daily menus of lighter dishes, Fall and Winter’s menus would focus on heartier fare, and the Holiday section could feature both traditional dishes, as well as novelty items. The Simpsons characters would be
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thematically interspersed among the menus and recipes. This would be a fun way to provide a great deal of flexibility and creativity in building menus and bundling brands, and the diversity and simplicity would keep mom involved all year long. And it also gives mom more opportunities to connect with her family each day. Theme: America’s favorite families connect over Kraft.
How it works: At the start of the year, Kraft retailers will offer a free cookbook “cover”and the first quarter’s recipes along with coupons for products that are bundled within the recipes. New sections of the cookbook will be offered at the start of each quarter. The final section would be a special supplement for the Holiday period.
Benefit: Bundling products, menus and coupons together gives mom a quick and easy way to solve the problem of what to serve each day. The more she uses the cookbook as a solution for daily meal planning, the more quality opportunities she has to connect with her family over food. And the convenience of using Kraft products gives her more time to build better relationships with them, too.
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Season of Mom: Back to School/Routine
Partner: Dr. Laura Schlesinger
Magnet Idea: Dr. Laura is the most popular personality on radio today. She is an authority on human relations and would be an ideal person to help put a human face on Kraft. We could use her to do a series of “Back toSchool” seminars around the country, counseling moms on how to break out of the doldrums of daily routine and become more communicative with the kids during meal time. Her approach would be lighthearted but authoritative.
Theme:
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Kraft keeps you closer to your kids.
How it works: Dr. Laura would hold weekly seminars during the Fall in major metro areas around the country. She would never mention Kraft, but we would be the sponsor. These lectures would be lighter in content and tone than Dr. Laura’s daily show. Done with a sense of humor, they would draw big crowds and create a buzz in the press. After each seminar, Kraft would hand out small booklets called Recipes for Better Relationships summarizing the highlights of Dr. Laura’s presentation.
Benefit: Mom would get tips on how to encourage and facilitate communication around the dinner table, making family life more involving, fulfilling and fun.
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Season of Mom: All year long
Partners: Entire lineup of Kraft products
Magnet Idea: The typical grocery store is so cluttered that it’s almost impossible for the average consumer to discern brand differentiation. One solution to that problem is to get out of the store and into the country. We can do this by creating a large number of Kraft Country Stores in the biggest malls across America, so people can clearly see everything we have to offer. It would be a great way to showcase our brands in a clear, simple, direct way, and having helpful store “employees” would
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also help humanize the face of Kraft.
Theme: Look at all that Kraft has in store for you.
How it works: We rent a small space (anything from a store to a kiosk) in large malls, and stock it with every single Kraft brand. Then, every weekend, we highlight a different bundle of brands with a live demo that’s appropriate to the line. We’ll make it a real event, promote it on the grassroots level, hand out coupons, and do everything possible to clearly differentiate brands with brief, entertaining educational segments each week.
Benefit: The more mom learns about Kraft products in their proper contexts, the more easily she can benefit from using them both individually and in bundles.
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Season of Mom: All year long
Partners: Local Chambers of Commerce (and other grassroots organizations)
Magnet Idea: This is a horizontal idea that features vertical components during ethnic holiday periods. Kraft, in conjunction with grassroots organizations like local Chambers of Commerce, will have monthly programs that celebrate the diversity of the American family. This would cover not only ethnic variations, but other types of families,
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too, including single parent, divorced, nontraditional–all connecting over food. Spikes come during holidays like St. Patrick’s Day, Cinco de Mayo and Columbus Day.
Theme: Enjoy Kraft variety every day, from our family to yours.
How it works: Every month Kraft will celebrate a different kind of family with recipes and menus that reflect the essence of that family. For example, there would be Mexican recipes for Hispanic Month, and “Quick & Delicious” recipes for Dual Earner families. Brands will be bundled as appropriate to the recipes, and coupons will be distributed to generate incremental sales.
Benefit: At the same time that this campaign celebrates the diversity of the American family, it will also demonstrate the variety, flexibility and versatility of Kraft’s broad product line. This will encourage mom to use our products in more creative combinations by helping her experiment with different kinds of recipes throughout the year.
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Season of Mom: Spring/Renewal
Partners: Local scout troops
Magnet Idea: This vertical idea entails using bundled Kraft brands as the food for parties for local troops of scouts (Cub, Brownie, Boy & Girl) during the spring months.
Theme: Grow better kids with Kraft. (Or: Kids grow better with Kraft.)
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How it works: The moms of the scouts will buy special bundles of Kraft products for the parties, saving the wrappers which can be redeemed for money (based on gross purchases). The proceeds can be used for the troops’ needs or donated to a local charity.
Benefit: This will help inspire a spirit of camaraderie among the moms and their kids as they have fun while working toward a common goal.
Season of Mom: Summer/Relaxation
Partner: Local water parks
Magnet Idea: This is vertical idea which would seek to integrate a single brand like Krystal Light or Country Time Lemonade into summer fun.
Theme:
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Enjoy a splash of summer from Kraft.
How it works: When mom buys six Krystal Light or Country Time products, the retailer’s cashier will give her instant moneysaving coupons that are good for a day at a water park.
Benefit: Mom can pack the Krystal Light or Country Time in her picnic basket, and take the kids to Splash City for the day. She relaxes, they play...it’s the perfect summer day.
Season of Mom: Winter/Hibernation
Partner: S.C. Johnson Simple Escapes aromatherapy candles
Magnet Idea: This vertical idea will bundle brands that mom can use to beat the winter doldrums. For instance, the warm taste of Yuban Coffee goes perfectly with the warm scent of a Simple Escapes candle, both of
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which will help enliven her during those long days in hibernation.
Theme: Feel the warmth of Kraft.
How it works: When mom buys three Kraft products, she receives a moneysaving coupon good for an S.C. Johnson Simple Escapes aromatherapy candle. Benefit: Kraft gives mom a quick and easy way to beat the winter blahs. Season of Mom: All year long
Partner: Microsoft
Magnet Idea: This vertical idea introduces the Kraft/Microsoft Kitchen of Tomorrow where everything is controlled by minicomputers all tied together by a central server.
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Theme: Taste tomorrow with Kraft.
How it works: This kitchen will tour major cities during the year, and woman from coast to coast will discover all the ways that life will become easier and more manageable thanks to Microsoft technology and Kraft. Menu items highlighted will have a futuristic feel.
Benefit: Added convenience brings mom closer to her family because she’ll have more time and energy to devote to them. Season of Mom: Holiday/Festive
Partner: None
Magnet Idea: The problem with the holidays is that they can become routine, and a feeling of sameness can mar the festivities. But little things that are distinctly different can make holiday moments seem more special.
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This horizontal event will use multiple brands tied to unusual recipes to position Kraft as the holiday Moment Maker.
Theme: Nothing makes the moment better than Kraft.
How it works: We begin by offering a recipe book that looks decidedly different than most, in shape, design and content. Inside will be a variety of holiday recipes that run from unusual to offbeat. All are tied to bundles of Kraft products. To sustain interest from year to year, we can have a contest where moms get to create the menus for next year’s recipe book. The following year, we’ll publish the top fifty unusual holiday recipes and credit the winners with their pictures and names. We can also include a few vignettes (or quotes) on how the unusual dish made the moment special for the contributing mom and her family.
Benefit: Anything beyond the expected will shake up mom a bit, energizing her and challenging her to use her creativity to make holiday moments more memorable.
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Season of Mom: All year long
Partners: Emeril Lagasse, Charlie Trotter and other famous chefs
Magnet Idea: This is a horizontal program that will sweep from coast to coast. Kraft will sponsor live cooking shows in the country’s biggest malls
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featuring the world’s greatest chefs. And mom will have a chance to show what she can do, too. All shows will be taped for viewing on cable or PBS, and the tapes can also be used as premiums for future promotions.
Theme: All the best cook with Kraft.
How it works: Each weekend of the year, a highprofile chef holds a cooking demo in a large mall. The chef can be a worldclass celebrity (Emeril) or a local celebrity. The audience is made up of moms who have submitted their favorite recipes using Kraft products. After the chef demos the creative cookery possible with Kraft products, he draws a recipe from the audience, and that mom gets to do her demo.
Benefit: Every mom is a great cook at heart, and this is her chance to show it. If she’s chosen as the lucky guest chef, she’ll get a tape of her performance and a mention in the local media.
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Season of Mom: Back to School/Routine
Partner: AOL (or Yahoo!, or ISP directly to Kraft website)
Magnet Idea: This is a vertical execution for “BacktoSchool” Days. Mom can get Kraft Recipes of the Day online, and print them out along with coupons for related products. She can also get live online advice from our recipe “tech” support people.
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Theme: Zap routine meals with Kraft.
How it works: All it takes is a mom who’s wired and knows how to find our site. Once there, she’ll discover new possibilities for her kids’ lunches, after school snacks and dinners.
Benefit: Easy and convenient, this hightech approach is bound to make mom feel like she’s on the cutting edge. And she can email coupons, recipes and advice to friends, too. Season of Mom: All year long
Partner: United Airlines
Magnet Idea: This horizontal promotion will award frequent flyer miles to mom based on her purchases of Kraft products throughout the year.
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Theme: Come fly with Kraft.
How it works: Mom has the retailer swipe a special card to register Kraft purchases. Miles will be awarded on a mile per dollar basis with extra bonus miles given during special promotional periods. Because it might take time to accrue enough miles for a family vacation, mom would be allowed to carry over miles from year to year.
Benefit: Every time mom buys our products she gets free miles toward a family vacation. Season of Mom: Summer/Relaxation
Partner: Disney
Magnet Idea: This vertical idea will give mom a chance to win a family cruise on
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Disney ships.
Theme: Get ShipShape with Kraft.
How it works: During the spring, mom will buy three Kraft diet products (the ShipShape reference requires diet or lowfat varieties). She then sends in the wrappers with an entry form for the Kraft/Disney ShipShape Sweepstakes. She can enter as often as she likes. Ten grand prize winners will get a week long summer cruise on Disney’s ships.
Benefit: Mom gets in swimsuit shape and gets to surprise kids with a dream vacation.
Season of Mom: All year long
Partners: Better Homes & Gardens, Cosmopolitan, Gourmet and other
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magazines
Magnet Idea: This horizontal idea will give mom free subscriptions to her favorite magazines.
Theme: Food for thought...from Kraft.
How it works: For every three hundred dollars worth of Kraft products mom buys, she gets a certificate good for a free subscription from our list of preferred magazines. Qualifying products will highlight the magazine offer on the package. Mom saves the wrappers, brings them to the retailer, and receives a discount coupon instantly.
Benefit: Mom receives magazines she might not ordinarily buy, helping to expand her interests and enrich her perspective on life. Season of Mom: All year long
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Partner: Ameritech
Magnet Idea: This horizontal idea awards mom a free sixty minute calling card when she purchases three hundred dollars worth of Kraft products.
Theme: Kraft...the talk of the town.
How it works: Mom uses a special Kraft Calling Card at POS which retailer swipes to record Kraft purchases. When card has three hundred dollars in purchases, mom trades it in at retailer for a sixty minute Ameritech calling card. If we don’t want to directly involve the Ameritech name in the promotion, we can use a cobranded card.
Benefit: Mom has a free calling card for herself or to give to kids as a way to stay in touch. Season of Mom: Winter/Hibernation
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Partner: Victoria’s Secret
Magnet Idea: This vertical idea lets mom give herself a Valentine’s Day gift from Victoria’s Secret.
Theme: Give yourself a special Valentine from Kraft.
How it works: Special bundles of Kraft products will have inpack coupons that are good for discounts at Victoria’s Secrets (retail and catalog), and there will also be instant winners.
Benefit: Mom feeds her family easily and conveniently and pampers herself at the same time.
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