Situation
Kraft wanted to celebrate Hispanic Heritage Month by giving consumers the opportunity to reconnect with their heritage. Since we can’t send everyone back home to visit their loved ones, a program was developed to provide consumers with the opportunity to talk to their loved ones via free calling cards. Assignment - Generate sales of all Kraft products
- Generate excitement, awareness and “buzz” around the products from Kraft
Program Description
Taking place during Hispanic Heritage month the Kraft Street Teams visited a total of over 250 stores in key retail locations in New York with this immediate and turn-key opportunity. In each store the staff encouraged consumers to purchase any of the four participating Kraft products to receive a free $12 prepaid calling card. Markets
New York 2004 -2006
Miami 2005
Chicago 2005 |
