Kraft Foods Activity Report, May 2009-May 2010

GENERALSpring 2010Kraft Foods launched its now-standard "S'mores" promotion in conjunction with Hershey Co. The campaign positions "S'mores" -- a campfire snack formalized by the Girl Scouts in the early 1900s -- as a summertime treat made from Kraft's Jet-Puffed marshmallows and Honey Graham crackers and Hershey's milk chocolate.January 2010Kraft executed a "Game Day Greats" theme around a sweeps awarding a $44,000 "home makeover" (priced to match the 44th Super Bowl) promoted on floorstands, standees, violators, shelf talkers and floor clings that emphasized the Ritz, Wheat Thins, Triscuit and Planters brands. Violators carried recipes and directed shoppers to a promotional website for more meal ideas. A corresponding instant-win game gave away five high-def televisions, 20 cookware sets, 50 $100 cash prizes, 20 serving platters and 1,000 football jerseys. Running Jan. 4 through Feb. 8, the program earned Kraft its typical strong seasonal placement.The company also partnered with Anheuser-Busch's Bud Light on a coupon booklet carrying about $10 in coupons for Kraft snack brands and mail-in rebates of $15 on the combined purchase of beer and store deli platters; $10 with beer and bottled water. The Bud Bowl logo also made a cameo appearance on shippers for Kraft's Velveeta offering a recipe for "spicy buffalo beer dip" as a game-day treat.2009 (Ongoing)A coalition led by The Dannon Co. and Kraft sought to make the dairy aisle a department on par with other fresh perimeter departments, like produce, meat and deli. (See Related Article.)Spring 2009Hershey Co. and Kraft staged a "S'mores Truly Yours" contest, asking consumers to submit photos of family and friends "enjoying a S'mores treat" to a dedicated website. The grand-prize winner got $20,000 to be used for a backyard makeover. A corresponding instant-win game awarded 100 digital cameras, 100 portable grills, and 100 S'mores kits with coupons for free product. Introduced with an FSI drop on May 17, the promotion ran May 11 to Sept. 14. The partners join forces each summer. (See Related Article.) SUPERMARKETSA&P/Pathmark January 2010Pathmark offered a free private-label or Hormel ham to shoppers who purchased $40 in Kraft products with a loyalty card from Dec. 4-17. Vouchers were printed on receipts and redeemable from Dec. 11-24. Shoppers could opt to receive a $10 discount on Nestlé's Stouffer's frozen lasagna or any item from the meat department. Circular features supported.Spring 2009Pathmark united its various value programs to stage a two-week "Big Save Event." The May 8 circular directed consumers online to download $50 in product coupons from Kraft Foods.Ahold USAApril 2010Stop & Shop offered free private-label eggs with purchase of two Oscar Mayer sliced bacon SKUs, and later in the month $5 off the purchase of $20 in various brands.January 2010For the Super Bowl, Giant-Landover and Stop & Shop dangled $5 off at checkout to loyalty cardholders who bought $20 in select Kraft products, including DiGiorno, Maxwell House, Philadelphia, Breakstone's, Velveeta and Oscar Mayer. The offer was promoted in circular features containing a "kick off your game day party" message. Online, the two chains promoted deli orders and provided recipes for dishes such as "cheesy football" using various Kraft brands, including Oscar Mayer, Planters, Philadelphia, Ritz and Kraft.Small Victories, the new publication for loyalty cardholders being distributed by Stop & Shop and Giant-Landover, launched a companion website to facilitate reader feedback and create a content library. The mini-magazine is already claiming one million readers. The publication's winter 2010 edition carried 10 coupons of $1 or greater for products from Kraft, General Mills, Hormel, ConAgra, PepsiCo, Perdue and Caribou Coffee, and two coupons for free private-label SKUs. It also contained ads for Kraft's Oscar Mayer Lunchables and Natural Cheese.Giant-Landover used price labels to promote an offer for $5 off a future receipt with the loyalty-card purchase of five Kraft cheese SKUs from Jan. 1-24.Fall 2009Kraft offered $5 off a future receipt to loyalty cardholders who bought five Maxwell House SKUs from Oct. 16 to Dec. 31. The offer was communicated on shelf labels. Shoppers could track their progress on receipts, and received the vouchers at checkout.Summer 2009Stop & Shop partnered with Kraft on a "thrilling grilling" promotion that offered loyalty cardholders instant savings on ground beef with the purchase of Kraft cheese SKUs. Shelf signs promoting the offer also directed shoppers online for grilling ideas from Kraft.Delhaize AmericaApril 2010Food Lion offered $5 off at checkout with purchase of five participating products, while Hannaford offered a free box of Ritz with purchase of two Planters nuts SKUs.February 2010Food Lion kicked off its annual "Shop & Care" campaign, which raises money for Easter Seals. The program pledged a donation to the nonprofit for each purchase of eligible national-brand and private-label products from Feb. 10 to March 9. The roughly 225 participating products were identified via shelf tags carrying the campaign's name. Among the supporting manufacturers were Kraft Foods, which offered 25 cents with select purchases using a special coupon.Food Lion also dangled a free DiGiorno pizza SKU with purchase of an Oscar Mayer sub kit and 48-ounce package of Kraft Singles.December 2009Hannaford dangled $5 in instant checkout savings on the purchase of two SKUs each from Nabisco and Planters from Dec. 27 to Jan. 2.H-E-BJanuary 2010Visitors to H-E-B's website were given sneak previews of the chain's regional Super Bowl TV spots before the game. The site also offered instructions for holding a "Game Day Appetizer Party," providing snack recipes and spotlighting private-label Hill Country Fare products, Wilton decorations and Kraft Foods' Wheat Thins and Planters.Among the month's "Combo Loco" offers were a free package of Oscar Mayer Lunchables with purchase of private-label Fully Cooked chicken breast chunks or popcorn chicken; free Bimbo Bakeries' Oroweat bread and Kraft mayonnaise or Miracle Whip with purchase of a package of Oscar Mayer lunchmeat.November 2009Ceiling signs promoted the chain's ongoing "Combo Loco" promotion, which offers one free product with purchase of related items using in-store coupons. Recent offers included a free package of private-label meatballs with purchase of Kraft Foods' Parmesan cheese.KrogerMarch 2010Kroger tapped into the National Collegiate Athletic Association's annual basketball tournaments with a "March to Savings" promotion communicated on signs, circular features, online activity and emails to loyalty cardholders that presented an offer for $4 off the bulk purchase of eight items from participating manufacturers including Coca-Cola Co., Kraft Foods, Kellogg Co., Procter & Gamble, Unilever and PepsiCo. The eligible products were identified by special shelf tags. Kraft provided custom pallet displays for the program.Fifteen Kroger chains also hosted an online "March to Savings" sweeps that awarded 50 Pop-A-Shot basketball games as grand prizes. Sweeps entrants also could play an instant-win game that awarded 88,000 prizes in the form of electronic coupons loaded directly onto loyalty cards. The prize pool consisted of 5,000 free-product coupons for Kraft brands Maxwell House, Kraft Naturals, Planters, California Pizza Kitchen and Oscar Mayer, as well as 23,000 for Hershey Co.'s Reese's and 10,000 for Coca-Cola Zero.Meanwhile, Kraft activated its official NCAA sponsorship with shippers for Nabisco snacks that carried the NCAA Women's Final Four logo, a "Munch Madness" slogan and $1 coupons. Graphics also communicated a co-op message identifying Kraft's Ritz and Planters and Coca-Cola beverages as the "official cracker, nut and refreshment of the NCAA."January 2010Kraft's Nabisco provided floorstands featuring imagery of the No. 4 Stewart-Haas Racing car sponsored by Oreo and Ritz in the NASCAR Nationwide Series as its side panels.November 2009All chains offered a free package of Kraft Foods' Maxwell House or Yuban coffee with purchase of a Mr. Coffee coffeemaker from Jarden Consumer Solutions.Colorado-based King Soopers hosted a Kraft sweeps that awarded four tickets to a National Football League Denver Broncos home game.Ralphs offered loyalty cardholders 500 bonus reward points with purchase of $15 in participating Kraft products.October 2009Kroger was among the first supermarket operators to usher in the holiday season, introducing displays from national brands and its own seasonal messaging even before Halloween had arrived. Kraft's Jell-O was among the manufacturers providing displays carrying the campaign's "Ring in the Season" slogan.Kroger also conducted what easily was the most extensive retailer-driven campaign in support of Breast Cancer Awareness Month. The supermarket operator's fourth-annual "Giving Hope a Hand" effort enlisted Kellogg Co., Kraft Foods, PepsiCo, General Mills, Campbell Soup Co. and numerous other manufacturers to provide exclusive packaging to raise $3 million for breast cancer-related charities.Spring 2009Kroger staged an integrated campaign to promote the nutritional benefits of dairy. (See Related Article.) Weekly circulars directed consumers to a special microsite that featured product coupons, daily recipes and nutrition-themed content developed by Kraft.PublixJanuary 2010The chain hosted a "Return to School" sweeps from Kraft awarding four $1,000 store gift cards and 500 $100 cards. Entry was on a Kraft microsite from Jan. 1-31. Circular features supported.Summer 2009Publix also partnered with Kraft for an exclusive "Save Your Lunch Money: Cooking with Kraft" promotion. Plastic pole toppers on promotional coffin coolers directed shoppers to a Kraft website delivering low-cost lunch recipes and links to printable Publix coupons redeemable on the combined purchase of Kraft lunchmeats and cheeses.The "Come Together for Back to School" campaign advised families to "Dine in. Study up. Play on." The slogans were used on pallet displays directing shoppers to a Kraft website featuring "$4 per serving" recipes. Tearpad coupons distributed on the pallets offered savings on the purchase of DiGiorno pizza. The "Come Together" promotion also included a sweeps that awarded gift cards to both Publix and video game retailer GameStop. Entry was online using on-pack codes from 10 participating Kraft products, including Easy Mac and Planter's Trail Mix pouches. Twelve grand-prize winners received $750 GameStop cards, while 500 first-prize winners got $100 Publix cards. The sweeps ran July 20 through Nov. 27.SafewayMarch 2010In Arizona, Safeway touted an exclusive "Racing Experience" sweeps from Kraft awarding tickets to an April NASCAR race in Phoenix and a meet-and-greet with a Nabisco-sponsored driver. Entry was automatic with loyalty-card purchase of three Nabisco products from March 3-16. Account-specific signs on Nabisco floorstands supported.January 2010Safeway, Dominick's and other chains promoted an offer from Oscar Mayer promising $5 in instant savings on the purchase of five SKUs. Circular features, violators and stanchion signs distributing take-ones with coupons and recipes supported.December 2009Signs on shelves and product shippers touted an exclusive offer from Nabisco dangling $5 in instant savings with loyalty-card purchase of five cracker SKUs from Ritz, Honey Maid or Wheat Thins between Dec. 9, 2009, and Jan. 7. At Genuardi's, violators promoted $5 in instant savings with loyalty-card purchase of five Kraft cheese products from Dec. 2-15.ShopRiteMarch 2010The chain unofficially tapped into the National Collegiate Athletic Association's "March Madness" basketball tournaments with features inviting shoppers to purchase select Kraft snacks and Coca-Cola Co. beverages in a "Munch Mania" event. Loyalty cardholders who bought $20 in eligible products in a single transaction from March 7-13 received checkout coupons totaling $17 redeemable in stages over five subsequent weeks.SupervaluMarch 2010Supervalu hosted a "Make it Easy, Take it Easy" program from Kraft and Procter & Gamble that offered loyalty cardholders $10 off a future receipt with purchase of $30 in select products from March 4-10. Eligible products included Kraft's Singles, Ritz and Oscar Mayer and P&G's Tide, Bounty and Cascade.January 2010Farm Fresh, Albertsons and Acme dedicated circular space to coupons for Kraft products and features that promoted a KraftSupervalu.com website offering $10 in additional coupons, entertaining tips and recipes. In the week leading up to the Feb. 7 Super Bowl, the site (launched in August 2009) offered a "Game Plan" of recipes and other information, along with $1 coupons for Philadelphia cream cheese, Planters nuts, Claussen pickles and other products. (The URL now defaults to an area on kraftrecipes.com housing the above-mentioned joint promotion with Kraft.)Acme ran a full-page "Look what's new and delicious from Kraft" circular feature that promoted five newly launched products.December 2009Features in the Dec. 4 circulars for Jewel, Shaw's, Acme and Albertsons also presented an offer for one free rental from in-store Redbox DVD kiosks with purchase of two Oscar Mayer Lunchables SKUs between Nov. 29 and Dec. 18.November 2009Jewel-Osco, Shaw's, Acme and Albertsons offered a free Redbox rental with the combined purchase of one Kraft Singles SKU and two cans of Campbell's condensed tomato soup from Nov. 23 through Jan. 3. SmartSource shelf talkers spotlighting both products and a feature in Shaw's' Dec. 4 circular promoted the offer.Summer 2009Kraft gave Supervalu an exclusive promotion that offered shoppers $25 in free groceries. The program dangled a $5 coupon off a future store receipt with the purchase of $25 in participating Kraft products, including various cheeses, DiGiorno and California Pizza Kitchen frozen pizzas, and Nabisco crackers and cookies. Shoppers also received a form at checkout that let them mail away to get a $20 rebate -- ostensibly making the purchase free.Winn-DixieApril 2010Kraft helped the chain present ideas for five weeknight dinners using the packaged goods maker's Tombstone, Stove Top, Taco Bell and Kraft brands, and a recipe for "weeknight chicken fajitas" using Kraft shredded cheddar cheese and salad dressing.Under its "Make a Meal" program, the chain offered free Dole bagged salad, General Mills' Totino's pizza rolls, Unilever's Breyers ice cream and Pepsi-Cola with purchase of two DiGiorno pizzas.January 2010Kraft teamed with the chain to offer loyalty cardholders five dinner ideas "for about $50" in total from Jan. 6-12. Circular features presented hamburger, pizza and pasta meals, directing shoppers to Kraft displays for ingredients lists and recipe brochures.Summer 2009Winn-Dixie teamed with Kraft on a merchandising campaign that presented "5 Great Meal Ideas for About $50." A dedicated endcap stocking Kraft products distributed take-one lists of ingredients needed to make the meals. The ingredients purportedly could all fit in one shopping bag and would feed a family of four for one school week. (See Related Article.)MASS MERCHANTSMeijerJanuary 2010Meijer used football graphics on in-line headers to promote a cross-merchandising offer dangling free SKUs of Kraft's Taco Bell salsa and Velveeta cheese with purchase of a Grand Gourmet private-label chip-and-dip tray for $19.99 from Dec. 27 to Feb. 10. The headers also directed shoppers to a microsite containing recipes and "gear guides." Kraft also provided seasonal graphics for its long-term "Dining In Makes $ense" endcaps.Elsewhere, Kraft delivered $3 in instant savings with purchase of three Nabisco single-serve tray packs, a Kool-Aid Jammers SKU or a four-pack of Easy Mac cups from Jan. 28 to Feb. 3.December 2010The chain also offered $2 (or $4) off a future receipt with purchase of three (or four) Kraft salad dressings between Nov. 9 and Dec. 31. A floor graphic directed shoppers to Meijer's Mealbox meal-planning website.October 2009Meijer used in-store signs to trumpet its pledge of $200,000 to breast cancer-related causes in conjunction with vendor partners including Kraft, General Mills, ConAgra Foods, Mars Inc., Kellogg, and PepsiCo. Stores held "Breast Cancer Awareness Day" events on Oct. 3, at which shoppers received giveaways, free "Health Matters" booklets and product samples. Circular features supported.Summer 2009Meijer stores began installing in-line "Lunch Spot" displays to merchandise the various components of a "tasty lunch." The display comprises a shelf set of Kraft snack, beverage and condiment brands, including Nabisco, Capri-Sun, Crystal Light, Miracle Whip and South Beach Living, alongside a cooler case carrying refrigerated foods from Kraft Cheese, Oscar Mayer and Jell-O. A handful of private-label SKUs was merchandised alongside their Kraft counterparts. (See Related Article.)The partners also staged another flight of the "Dining in Makes $ense" campaign first introduced in winter 2008. The program offers discounts on future Meijer shopping trips with purchase of multiple Kraft products. (See Related Article.)Spring 2009Meijer kicked off a "75 Years of Savings" anniversary campaign in mid-May, using that slogan in weekly circulars and on signs. The materials included a dedicated endcap from Kraft and headers atop an upfront gondola that sported brand logos from top packaged goods vendors, including PepsiCo, Coca-Cola and Kellogg. (See Related Article.)TargetMay 2010Target's website offered $50 worth of printable BOGO and cents-off coupons for various Kraft Foods brands from May 16-22. The offer's online feature also included links to recipes from Kraft's library using the promoted brands.WalmartMarch 2010Kraft provided exclusive promotional packaging to the merchandising program Walmart executed in conjunction with DreamWorks Animation theatrical release How to Train Your Dragon. (See Related Article.)November 2009Kraft provided exclusive packaging to Walmart's tie-in to DreamWorks' Merry Madagascar, a DVD sold exclusively at the chain beginning Nov. 18. (The 30-minute holiday special premiered Nov. 17 on NBC.) A promotional website featured links to games and recipes from Kraft and Kellogg, which splashed animated characters on packaging for Chips Ahoy, Easy Mac and Rice Krispies Treats. Circular features supported.DRUGSTORESRite AidJanuary 2010Kraft's "Race to Win" sweeps, running Jan. 24 through Feb. 27, was an exclusive overlay to its national "Nabisco Race Team" sweeps and starred NASCAR drivers Tony Stewart and Ryan Newman. The overlay awarded one grand-prize $1,000 Rite Aid gift card, one $500 card and 100 $25 cards. Entry was by mail with a form included in the chain's February Single Check Rebates catalog.WalgreensMarch 2010The chain offered Register Rewards of $5 with purchase of $20 in Oreo, Nutter Butter, Chips Ahoy, Oscar Mayer, Lunchables, Kraft Singles, Planters or DiGiorno.OTHER CHANNELSFamily DollarApril 2010Family Dollar deployed endcap headers, window posters and stanchion signs with product shots representing such manufacturers as Procter & Gamble, Kraft Foods, PepsiCo, Bayer Corp., Novartis Consumer Health and Johnson & Johnson to promote its ability to offer national brands at lower prices than grocery stores. The campaign also included circular features, online ads and a back-page feature in the chain's March coupon book. The book carried $16 in coupons for such brands as Unilever's Ragu, Kraft Macaroni & Cheese, Hormel Foods' flagship chili and General Mills' Cheerios, along with 15 recipes incorporating the participating products.Sam's ClubSummer 2009The chain promoted in-store events for Kraft products and sirloin steak that provided affordable lunchtime ideas and grilling recipes.

Kraft Foods Activity Report, May 2009-May 2010

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