2. Big Idea -
• A new app
• Recipes that they already promote, incorporated with a social
media style blog such as Pinterest
• This would pull the consumer in more to be engaged in:
• What people are up to in their eating habits
• Showing off their food creativity and success
• Create creative and fun competition between peers while promoting
mobile apps and webpages
• Post short and fun cooking videos to social media to promote app
• https://www.facebook.com/buzzfeedtasty/videos/1679476448971664/
3. Strategy -
• Advertisements will be aimed towards those who are just beginning to
have an interest in cooking.
• College students and young adults
• Celebrate their accomplishments in independence and academics.
• Prove that everyone with a drive for creativity can be a cook.
• Goal: Kraft will be at the top of consumer’s minds.
• Tone: Upbeat, motivational, and optimistic
4. Basic Problem -
• Kraft has one way of connecting with consumers
• recipes, tips and coupons on app and website
• Reach on a personal level and become engaged
• Position as #1 Brand!!
• Increase and broaden brand awareness
5. Objectives -
• Positioned as number one cooking brand
• Maintain a professional look and feel while incorporating
fun
• Remind consumers that we want to see their creative
mind!
• Everyone is a cook!
6. Target Audience -
• Young adults
• College students and young couples
• They are active and follow trends
• Social media
• Will help expand Kraft and the new products we have to
offer
7. Positioning -
• Clean, fun, trendy brand that consumers will look to for
cooking advice and praise
• Product looked to when suggesting food
• Creative and continuously changing
8. Major Selling Idea -
• Kraft is a brand for all ages and lifestyles
• Continue this message with a new group of consumers
• Anyone is a possible creative cook. Your friends, family
and Kraft want to see it!
9. Analytics -
• Amount of subscribers they get and how many people
download their apps and coupons or watch their tutorial
videos
• Build a space for consumer feedback on their products or
how their recipes turned out.
• Visitor loyalty and visitor recency
• If consumers watch the full videos and how long they stay
on the recipe pages.
10. Other Information -
• Try to work with health nonprofits helping adolescents and
communities learn how to cook healthy and fun meals.
• Mediums other than traditional ones should be
incorporated into this campaign.
• It is targeting an audience who uses a lot of technology.
• $4,000-$7,000 per month. $200-$400 per day on
advertising and marketing our campaign.
