Kraft Foods
The Brief:
Only the pantry stocker might visit the Center Aisle from time to time, and most people bypass it all together. How do we help encourage traffic through a storyline or angle that uses the Kraft fame for its desired purpose – to convince people that aisle has, every recipe starts there – and no matter what time of day, it’s always time for Kraft.
The Strategy:
Create both a communications platform [“Kraft Around the Clock”] and a way to engage shoppers through store-casting occasion and time-of-day messages, digitally delivered through digital signage, smart shelves, beacons, and a beloved social strategy idea #kraftmyday
OUTCOME:
This concept was embraced by Kroger and conceptual ideas passed the stakeholder alignment hurdle at Kraft for further testing.
