Kraft Heinz

Client: Kraft Foods, Beverage Division, Rye Brook, N.Y.
Product Promoted: Kool-Aid
Objective: To create a Kool-Aid display that stocks 33 percent more product than previous versions in a slightly larger footprint -- just 10 percent more space.
Introduction: February 1998
Construction/Materials: Injection-molded styrene, corrugated panels, metal
P-O-P Company: New Dimensions Research Corp., Melville, N.Y.

Conocraft A Creative Solutions Group Co.
Nabisco Biscuit Co.

Product: Cookies and crackers for kids
P-O-P companies: East-West Creative Inc. (design), New York; Tim-Bar Metro/Oxford Innovations (production), Englewood Cliffs, N.J.
Distribution: Supermarkets
Introduction: August 1998
Duration: Temporary
Construction: Corrugated
Last year's successful co-branded Cool School Bus sweepstakes program from Nabisco has been expanded this fall with a redesigned school bus floor display driving sales.

The squeeze on margins and space has marketers and retailers working more closely than ever before -- but it creates friction as well.

Nabisco's Cookie and Cracker Section Gets a Facelift

Client: Madden Communications/Kraft Foods Inc., Wood Dale, Ill.
Products Promoted: Kraft Salad Dressings cross merchandised with Oscar Mayer Bacon Bits and Good Seasons Salad Dressing packets
Objective: To create a movable vehicle to cross merchandise Kraft Salad Dressings in the produce section of supermarkets.
Introduction: February 1998
Construction/Materials: All-natural Poplar wood, clear vacuum-formed product trays, litho signage header
P-O-P Company: Henschel-Steinau Inc., Englewood, N.J.

Client: Kraft Foods, Ryebrook, N.Y.
Products Promoted: Jello and pudding
Objective: To provide additional merchandising space in the dessert aisle and other supermarket locations. To stimulate impulse buying by providing recipe tear-away sheets with desserts and ingredient lists.
Introduction: October 1997
Construction/Materials: Injection-molded plastic, metal mounting hardware and hinge
P-O-P Company: Thomson-Leeds Company Inc., New York