Kraft Heinz Co.

Brands provide special "retailtainment" activity

A Q&A with Kraft Foods' Margaret Blighton

Merchandising and marketing highlights from 99 Cents Only's latest 10-K report (for year ended Dec. 31, 2002)

Client: Kraft Foods, East Hanover, N.J.
Size of Run: 16,800
Production Date: March 2002
Producer: United Displaycraft, Des Plaines, Ill.
Comments: The shelves on this floorstand were designed to accommodate either boxed product or individual suspended packages. To ease set-up, the five shelves slip into position without any tools, and the upright attaches to the base in one easy step.

Client: Kraft Foods, East Hanover, N.J.
Size of Run: 16,000
Production Date: October 2002
Producer: TimBar Corporation Point-of-Purchase Packaging and Display Group, New Oxford, Pa.
Division: Temporary, Snacks, Cookies and Crackers
Comments: A high production run was required to distribute Kraft's Nuts in Chocolate product to all classes of trade nationwide.

Retail Category: Supermarket: Food
Display Type: In-line, Gondola or On-shelf
Client: Madden Communications, Wood Dale, Ill.
Producer: Henschel-Steinau Inc., Englewood, N.J.
Size of Run: 5,000
Comments: Kraft Foods wanted to create new merchandising vehicles for General Foods International Coffees products to secure secondary placements in-store. The displays needed to be permanent and space efficient.

Retail Category: C-stores
Display Type: In-line, Gondola or On-shelf
Client: Kraft Foods, Glenview, Ill.
Producer: New Dimensions Research Corp., Melville, N.Y.
Size of Run: 15,000
Comments: 7-Eleven stores carried this springload tray in their refrigerators alongside Coke, Pepsi and other soft drinks. Capri Sun's unique, soft packaging prevented it from working in standard gravity-feed trays.

Salty and savory snack marketers tap merchandising synergies with other snack and beverage products to further the category's growth trend.

Client: Kraft Foods, Northfield, Ill.
Producer: New Dimensions Research Corp., Melville, N.Y.
Comments: Picturesque landscape and product imagery created an updated and inviting look with emotional appeal for the mature International Coffee brand.