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KRAFT Macaroni & Cheese
Sabemos que te va a encantar (We know you're going to love it).

RAN IN: United States

CLIENT
Kraft

AGENCY
CP+B *Lead Agency

Rob Reilly - WW CCO
Aymi Beltramo - VP, Sr. Integrated Producer
Adam Chasnow - VP, Executive Creative Director
Tony Calcao - VP, Executive Creative Director
Jose Funegra - Assoc. Creative Director
Yoko Fujita - Sr. Art Director
Leonardo Varela - Sr. Art Director
Chad Hopenwasser - VP, Executive Integrated Producer
Omar Quiones - Cognitive Anthropologist
Jorge Ortega - Sr. Copywriter


Starcom MediaVest Group *Lead Agency


SUMMARY

After almost six years without dedicated marketing efforts and ensuing declines in consumption, we set out to reconnect KRAFT Macaroni & Cheese with less acculturated Hispanics. The objective of this campaign was to reach Hispanics through in-language communications and prove the effectiveness of dedicated efforts in four local test markets. We surpassed expectations in our Hispanic-designated test stores with a 4% same-store sales lift, higher weekly per-store sales (+$28.31 for Blue Box SKU and +$51.67 for Total KRAFT Macaroni & Cheese), along with a 39% ROI above Hispanic TV Industry average (29%) and in-line with KRAFT Hispanic TV ROI benchmarks (41%).

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Radio, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Print

Audience: New Audience, Specific cultural or ethnic group

Objectives: Brand relaunch, reposition

Type: Business to Consumer

Classification: National,Non-English

Language: English