Kraft & Polly-O String Cheese Briefing Deck

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KRAFT & POLLY-O STRING CHEESE CAMPAIGN BRIEFING July 9 th , 2014

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Transcript of Kraft & Polly-O String Cheese Briefing Deck

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KRAFT & POLLY-O STRING CHEESECAMPAIGN BRIEFING

July 9th, 2014

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BACKGROUND

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Kid tested.Mom tested.

Everyone approves.

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NO DIFFERENTIATION,NO LOYALTY.

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“Kid-Friendly”

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“Natural and/or Healthy”

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Value

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OPPORTUNITY:

BUILD LOYALTY THROUGH

CREATING DIFFERENCE

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PEOPLE

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Moms to be exact.

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Moms who compromisetheir own needs and wants

when making daily decisionsfor their families.

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It even happens at the grocery store.

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Family needs.

Personal wants.

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Being responsible. Being “cool.”

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Frugality. Small luxuries.

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Moms shouldn’t always have to “mompromise.”

Many of these choices are unavoidable, but…

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

brand is more difficult.

For Moms…

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CHANGE CHALLENGE:

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

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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.

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Kraft/Polly-O gives Momsone less reason to compromise

in the grocery aisle.

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CONSIDERATIONS

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CONSIDERATIONS

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

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CONSIDERATIONS Campaign will be launched in the health/wellness

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

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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!

!!

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CONSIDERATIONS

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

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CONSIDERATIONS MUST communicate/show!

“No Artificial Flavors or Preservatives” icon.!

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Thank You.