Kraft Natural Cheese
The Natural Pull of Kraft Cheese
With private labels challenging category leader Kraft Natural Cheese on price, this retail activation idea aims to remind consumers of the trusted brand's cheese expertise. Mouthwatering end-dish visuals are the hook to rekindling a cooled relationship, interrupting shoppers' in-store routines and rebuilding awareness at shelf.
THEMATIC COPY
Who can resist the siren call of cheese? From the moment you tear open a bag of Kraft cheese to make a meal, you can’t help but sneak a few delicious shreds yourself. In the oven, as the cheese in your dish bubbles and browns, there’s no resisting the urge to watch this ooey gooey show, anticipating every wonderful bite. Cheese always brings people together, and after 100 years of crafting the very best, saying Kraft cheese has a natural pull isn’t stretching the truth.
Who can resist the siren call of cheese? From the moment you tear open a bag of Kraft cheese to make a meal, you can’t help but sneak a few delicious shreds yourself. In the oven, as the cheese in your dish bubbles and browns, there’s no resisting the urge to watch this ooey gooey show, anticipating every wonderful bite. Cheese always brings people together, and after 100 years of crafting the very best, saying Kraft cheese has a natural pull isn’t stretching the truth.
CROSS-CATEGORY SHELF TALKERS
CHEESE SECTION SHELF-TALKER
Motion-sensor video showcases the "moment of melt"
Motion-sensor video showcases the "moment of melt"
IN-STORE PROMOTION
High-impact display near cheese aisle features oven giveaway, merchandised with meal prep items
High-impact display near cheese aisle features oven giveaway, merchandised with meal prep items
PR / EVENT
Pop-up café featuring motion-activated oven windows with time-lapse video
Serves lasagna and pizzas freshly made with Kraft Natural Cheese
Distributes high-value coupons to drive retail purchase
Pop-up café featuring motion-activated oven windows with time-lapse video
Serves lasagna and pizzas freshly made with Kraft Natural Cheese
Distributes high-value coupons to drive retail purchase
PROMOTIONAL PARTNERSHIP
Sears features Kraft Natural Cheese oven-window clings in its appliance department
Every oven purchase = $X in Kraft coupons
Sears features Kraft Natural Cheese oven-window clings in its appliance department
Every oven purchase = $X in Kraft coupons
Creative Director / Copywriter - John Koch
Art Director - Mary Elisa Calvano
Art Director - Mary Elisa Calvano