Kraft – Case Study
Bilal
Waqar
Saad
Kraft Foods Overview, 2008
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Kraft Foods Overview, 2008
Worldwide headquarters in Northfield, Illinois, U.S.
Sales in more than 155 Countries
Operations in 70 Countries
With approximately 100,000 employees, more than 180
manufacturing and processing facilities
11 global or geographic Research and Development Centers
around the world
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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One of Best Brand Portfolios in
Food & Beverage Industry
9 Brands over $1 billion annual revenue
50+ Brands over $100 million
40+ Brands over 100 years old
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Eastern Europe, Middle East & Africa
Region
Fast Facts
Region headquarters: Vienna, Austria
Key markets in the region:
Bulgaria, Egypt, Romania, Russia, South Africa,
Turkey, Ukraine and the Gulf Cooperation Council, as
well as other Middle East & Africa Markets
Some key region brands:
Kraft cheeses; Tang powdered beverages; Alpen
Gold, Karuna, Korona and Milka chocolates; Estrella
and Cipso salted snacks; Rasco biscuits; Carte Noire,
Jacobs, Maxwell House and Nova Brasilia coffees.
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Introduction
• 2nd largest consumer packaged goods company in the
world
• Largest in North America
• Launched a new mobile website in May 2009
– Promoted through:
• Mobile search
• Banner Ads on Yahoo! Inc’s web portal
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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The mobile website
• A scaled down version of
the actual website
• Offers consumers access to
a host of recipes
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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The strategy
• To demonstrate the values and attributes of Kraft’s
brands in an interactive way and provide consumers
with relevant information such as recipes and
nutrition information.
• The motive behind mobile marketing was to involve
consumers and help them integrate the company’s
brands into their everyday lives
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Stepping into Interactive Marketing
Jan’08:
The 3 in
1/ 2 in 1
campaign
Dec’08:
iFood
Assistant
Launched
June’09:
Oreo
campaign for
UK
May’09:
Launched a
new Mobile
website
Follow-up
Campaign in
Germany/Aust
ria
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Why Interactive Marketing?
• Establishing a direct dialogue with customers
• Mobile phones allowed
– Mobility
– Reach
– Immediacy
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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The Jacobs 3 in 1/ 2 in 1 campaign
• Kraft Foods Europe & YOC Group
• Geographic Filter: Germany only
• Target Audience:
– Young Coffee drinkers
– Age: 25-45
• Objective: Minimize sampling and associated costs
– Targeted sampling
– Samples weren’t distributed, they were requested (People
requested samples using SMS)
• The How: Short code based campaign. SMS the short code
to receive free samples
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Mediums/Channels
•The shortcode was promoted across
– Print
– Electronic media
• Websites
• Tv
• Mobile
– Banner Ads on Vodafone Portal, Nokia, Sat1, Pro 7,
Mobil, MTV, Viva and YOC
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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The How?
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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The iFood Assistant
• Launched in Dec, 2008
• In collaboration with Interactive Agency Genex
• For iPhone users initially
• Targeted customer “ who were on the go looking for
recipes to help them shop for and prepare meals using
Kraft product
• Offered more then 7000 recipes
• A library of instructional cooking videos
• Full-meal shopping list
• Store locator
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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• Available for US$ 0.99 at ITunes
– Traditional buying procedure of ITunes
– Register with IFood Assistant to access the recipe box
• Ed Kaczmerk, Director of Innovation, said “ in terms
of being paid, we think it’s a tremendous value for
99cents for the price of a song, we are delivering a
robust offering, and any upgrade with more services
and content will be free to the consumer”
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Step by step direction
• Recipe could be browsed based on ingredient, meal
type or preparation time
– Once the user had chosen a recipe on the application it would
then pin point the user phones location and provide the
direction to the nearest grocery store
• At the store the application
– Broke down the recipes shopping list according to the isle in
order to speed up the shopping procedure
• At home user can use the horizontal view to watch
the video while cooking
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Response, Comments, Critiques
• http://www.kraftrecipes.com/media/ifood.aspx
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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The Mobile Website
• Developed in May 2009, by Kraft and phonevalley
with partnership of Digitas.
• M.kraftfoods.com
• Kaczmarek said “ People are leading increasingly mobile lives
and we are pleased with this opportunity to provide delicious
food ideas to cell phone users anywhere in U.S. Last year, we
introduced iFood Assistant for iPhone touch so we see this as yet
another way to reach people anytime, anywhere
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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• Mobile site offered
Shopping list
• Share with friends
• Create own recipe box
• Recipe of the day
But all of this after sign up.
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Follow up of 3 IN 1 / 2 IN 1
• Started in May 2009 (Germany and Austria)
• Was expected to run till December 2009
– Unique codes were placed inside or on the pack of the coffee
product
– After sending as SMS with the codes, user would get direct
link to mobile portal
– Participate in draw
• win 55 wii consoles
• Also receives the freebies
– Wallpaper and screen savers
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Mobile Marketing Initiative in the UK
Oreo and UK
• June 2009- launched innovative mobile operations to
increase awareness about Oreo
• Time period 26th June to 19th July 2009
• Kraft’s sponsored advance screening of family movies
in Vue Cinema
• Take a photo of your family with the interactive Oreo
standee present at the cinema
• Text it to the short code or email it though iPhone and
BB
• Entrants would receive a conformation via SMS
• Entrants could get a chance to win several prizes
including a family holiday at universal studios Florida
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Results
3in1/2in1 campaign
Overwhelming response
 received about 500000 requests for samples
 more then 80000 users registered their details for future
communication with the brand
 successfully allowed them to target a specific audience and
save money and reduce time
 allowed them to built a potential customer database for
future marketing
3in1/2in1 in Germany was a truly 360' campaign
Incorporated sampling via mobile market
Created value for the brand
Campaign was awarded the second prize in the Neptune
Crossmedia Awards in 2008
• MMA award for the best use of Mobile Marketing
•
•
•
•
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Results
Mobile portals
 650 banners were placed on selected portals for
relevant target group
 achieved a click through rate of more than 3%
 which is considered pretty good
 around 250000 text messages were sent to the
members of the YOC community who were part of the
defined target group
 about 10.6% responded and more then 26000 samples
were distributed to them
 0.4% users who were aware of the campaign through
television ads ordered a sample through mobile phone
 TV channels were expected to generate the biggest
response but all channels were comparable
 Since mobile marketing worked better then imagined,
they will be using it more in the future
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Results
iFood assistant Application
 Analysts were of the view that iFood assistant
application created a new chapter in mobile market for
CPG
 Ranked top 100 among iPhone paid applications
 Occupied 3rd position in the lifestyle category
 it was actually a utility of convenience instead of
marketing gimmick
According to Advertising Age
The product had caught on since it
was "actually useful"
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Some Initial Reactions
 Aim of Kraft Foods mobile marketing strategy was to
deepen customer engagement
 3in1/2in1 was as successful combination of promoting
brand awareness and direct response marketing
 Use of cross-media channels helped the campaign in
reaching out to its target audience
 iFood app not only delivered brand to its customers but
used advertising platform to drive revenues from its sale
on the App store
 while some analysts appreciated the Idea of mobile
website, showing the power of mobile marketing
campaign in reaching wider customer segments
 Chief Editor and founder of GoMo News said, that he was
slightly disappointed since the site is simple but search
function returned errors and users had to sign-up or in
to get the content or how to make food
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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Thank you!
DIFSC, Dubai, 24 – 26 February, 2009 / Dr Ahmet Anbarci
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