KRAFT & POLLY-O STRING CHEESECAMPAIGN BRIEFING

July 9th, 2014

BACKGROUND

Kid tested.Mom tested.

Everyone approves.

NO DIFFERENTIATION,NO LOYALTY.

“Kid-Friendly”

“Natural and/or Healthy”

Value

OPPORTUNITY:

BUILD LOYALTY THROUGH

CREATING DIFFERENCE

PEOPLE

Moms to be exact.

Moms who compromisetheir own needs and wants

when making daily decisionsfor their families.

It even happens at the grocery store.

Family needs.

Personal wants.

Being responsible. Being “cool.”

Frugality. Small luxuries.

Moms shouldn’t always have to “mompromise.”

Many of these choices are unavoidable, but…

Buying string cheese (generally)is an easy choice, but picking a

brand is more difficult.

For Moms…

CHANGE CHALLENGE:

Get Moms to buy Kraft/Polly-O string cheese every time they shop for groceries.

As competitors continue to insist that string cheese must either be:

a kid’s snack(that Moms happen to eat)

or

a “Mom snack”(that alienates kids)

We know that eating string cheese is a healthy form of fun

at any age.

Kraft/Polly-O gives Momsone less reason to compromise

in the grocery aisle.

CONSIDERATIONS

CONSIDERATIONS

Ideas and Messaging must apply to both the Kraft (national) & Polly-O (regional) string cheese brands.!

CONSIDERATIONS Campaign will be launched in the health/wellness

resolution season (Jan. – Feb. 2015).!

CONSIDERATIONS The limited ($900K) budget means executions should be below the line (BTL):!!•  Digital!•  Social!•  PR!•  Consumer Activation!•  Shopper Marketing!•  Experience Marketing!•  Grassroots!•  Guerilla!•  OOH!

!!

CONSIDERATIONS

Consider how to extend messaging in-store to close the final sale.!

CONSIDERATIONS MUST communicate/show!

“No Artificial Flavors or Preservatives” icon.!

Thank You.