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Kraft Hopes to Encourage Adults to Revert to a Childhood Favorite
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Kraft is looking at its staple pantry products in a different light to give them new life. Kraft products like Bull's Eye barbecue sauce, Chips Ahoy, Oscar Mayer, Miracle Whip and Philadelphia Cream Cheese are all getting new marketing campaigns. This is similiar to what is happening across the food industry, as companies like Campbell, ConAgra, General Mills, Heinz, Hershey, Hormel, Kellogg and Smucker, all of which have staple pantry products, are trying to give new life to old staples. Kraft marketing executives say the idea is to work not just on the rational side as they have done in the past by emphasizing price. For Macaroni and Cheese, Kraft would say to cost conscious consumers in this recession, it costs about 1 dollar a box. One headline even described this as a small price for a big cheese eating grin. Now the advertsing budget has been increased by 30% to $50 million, and the focus has shifted to bringing out the emotional attachment to this product of young and old alike. Now the thing is to add fun aspects to the lives of parents and children who have used it in the past.
Kraft's older brands Chips Ahoy, Oscar Mayer, Miracle Whip, Philadelphia Cream Cheese and Macaroni and Cheese
05/26/2010
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Marketers from Smuckers, General Mills, Kellogg and other to Kraft, are trying to bring new life to old brands like Macaroni and Cheese. And are doing this by showing emotiona attachment to not outgrow old habits for these staples.
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