Kraft Heinz

Ethnic marketing is rife with challenges and opportunities for brand marketers who understand their audience.

Client: Nabisco Foods Co. - Planters Division, Parsippany, N.J.
Products Promoted: Planters snacks
Objective: To provide a temporary floor unit that would support Planters' 4th Quarter Baking Programs and to provide a merchandise vehicle that would hold both pieces and bags.
Number of Displays: 4,000
Construction/Materials: Corrugated
P-O-P Company: Oxford Innovations Division of Tim-Bar Corp., New Oxford, Pa.

Client: Nabisco, East Hanover, N.J.
Product Promoted: Nabisco crackers
Objective: To develop a merchandising vehicle that would help drive volume among heavy cracker consumers, especially during a peak snacking and party occasion - the Super Bowl.
Number of Displays: 10,000
Construction/Materials: Corrugated
P-O-P Company: Oxford Innovations Division of Tim-Bar Corp., New Oxford, Pa.

Patent: 6,050,419
Issued: April 18, 2000
Inventors: Therese A. Flanagan, Chicago; Keith C. Evans, Farmer City; both of Ill.
Assignee: Kraft Foods Inc., Northfield, Ill.

Peapod's 'cyber-merchandising' may help marketers hone promotions

Client: Nabisco, East Hanover, N.J.
Distribution: Supermarkets and mass merchants
Size of Run: 10,000
Producer: Oxford Innovations Division of Tim-Bar Corp., New Oxford, Pa.
Division: Temporary, Snacks, Cookies and Crackers
Objectives: The large display was designed to help drive trial and awareness among the 18-year-old to 34-year-old market. The NCAA Finals are second only to the NFL in fan intensity, so the client thought the unit would draw attention.

Client: Nabisco Inc.
Producer: ImageWorks Display & Marketing Group Inc.
Comments: The display received excellent retail acceptance nationally as part of the client's Summer Grilling Season program. The flexibility of the display enables retailers to customize the product mix. The combination of products and recipe information offers the consumer a one-stop shopping home meal solution.