Kraft, Coca-Cola Reunite for 'Emeril' Super Bowl Promotion

Glenview, Ill. -- Kicking their Super Bowl co-promotion up a few notches this year, Kraft Foods North America and The Coca-Cola Co., Atlanta, called on celebrity chef Emeril Lagasse to spice it up. P-O-P materials highlighting the promotion, which encompassed Kraft, Nabisco and Coca-Cola brands, included a standee and a display spectacular featuring Emeril in New Orleans, home of Super Bowl XXXVI."This year we put Emeril together with the Super Bowl and the festive nature of New Orleans to set us apart from the competition," says Donna McCabe, associate director of scale events at Kraft. "We keep pushing the boundaries of what we're doing." The two companies worked very closely with each other and with their agencies, McCabe adds. "It's really driven by both of us together."The promotion included a "Big Easy Super Bowl Bash" sweepstakes, which kicked off Dec. 30, and the displays appeared in supermarkets through Feb. 3, the day of the Super Bowl. Consumers could win four tickets to the game and a chance to meet Emeril and dine in one of his restaurants.Kraft used its "hub and spoke" strategy to highlight the campaign in supermarkets, says McCabe. The hub was a spectacular, a large pole topper standing above product, and the spokes were supporting P-O-P such as shelf talkers, additional pole toppers, inflatables, standees and pennant strings."It's high-impact, lobby-first, with pieces for Coke, Kraft and Nabisco pooling out of the same creative look," McCabe explains. The secondary pieces were set up in multiple locations such as the frozen pizza aisle or cheese and cracker section. Some displays featured specific brands more prominently, she adds. "We want consumers surrounded and immersed in [the campaign]."The look of the P-O-P ranged from solo shots of Emeril to shots focused on food or Emeril in a party atmosphere. Measuring five feet wide by three feet high and featuring a New Orleans street scene as a backdrop, the spectacular was mounted to corrugate. Kraft and Coca-Cola lug-ons added dimension to the display. The Integer Group, Denver, produced approximately 10,000 spectaculars and standees and more than 100,000 pole toppers. The life-size corrugated standee of Emeril was designed for front-of-store placement. 141 Communicator, Chicago, designed the displays."Emeril is a unique twist," McCabe says. "He's a natural celebrity to gravitate toward. His hometown is New Orleans. He's known for Cajun cooking. He's very exciting and impactful." Part of the strategy was to use Emeril's image and the high-impact displays to set food products apart from the competition in supermarkets and to tie together Super Bowl parties with football and Kraft food, McCabe says."We're targeting principally women, heads of households cooking for Super Bowl occasions," McCabe says. The P-O-P received a terrific response and was rolled out to major supermarket chains nationwide, including Publix and Albertson's, she notes. FSIs and an Internet presence also accompanied the sweepstakes. In addition to the Super Bowl giveaway, consumers could win a home-theater system. Coupons were available in specially marked packs of Coke, Dasani, Sprite, Tombstone pizza, Nabisco crackers, Planters trail mix, Kraft dips and Stove Top stuffing.

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