Kraft Huddles Up for Game Day

Kraft Foods has anchored its Super Bowl campaign on a giveaway that steers consumers to P-O-P displays in stores.The packaged foods maker unites its Planters, Nabisco, Kraft Cheese and Cracker Barrel brands for an instant-win game that will award product coupons worth up to $15 to 43,000 winners. Dedicated spectaculars comprised of floorstands and other P-O-P materials communicate the game and feature the message, "So Good Together on Game Day." The displays (designed by EastWest Marketing Group) instruct shoppers to enter by submitting a game code ("So Good") via text message. (Consumers can also enter online without a game code.) Brand-specific displays, such as shelf talkers for Nabisco's Ritz crackers, offer alternate codes to submit. Kraft dropped an FSI promoting the game on Jan. 25 (see Related Articles), and is using SmartSource shelf talkers at participating retailers to provide at-shelf support. Launched Jan. 5, the campaign runs through Feb. 2, the day after Super Bowl XLIII. Marketing collateral leverages the game through generic images of football helmets and fields because Kraft is not an official sponsor of the National Football League's annual championship game.Kraft hosted a multi-brand promotion around the 2008 Super Bowl that received similarly strong support from mass merchants, supermarkets and drugstores. (See Related Articles.) The manufacturer is also teaming with Coca-Cola Co. to present co-branded rebates, including a national offer for $3 off the combined purchase of two Coke 20-packs and two Nabisco SKUs. Displays for Coke communicate the offer at such retailers as Supervalu's Jewel-Osco, Meijer and CVS. Among concurrent account-specific activity: Kraft is pairing with Supervalu's Albertsons division to host a "Home Party Advantage" event featuring various rebate offers. Incentives include a free cheese SKU with a three-box purchase of Nabisco crackers; $1 off private-label creamer with purchase of any Maxwell House or Starbucks coffee SKU; and $5 off a purchase of $20 in DiGiorno, California Pizza Kitchen or Coca-Cola beverages. Weekly circulars communicate the offers and direct consumers to Kraft's website to find entertaining tips and party recipes. &nbsp ShopRite unites Kraft, Coca-Cola, Georgia-Pacific's Dixie/Vanity Fair and private-label products for an incentive offering a "winning pre-game party platter" worth $29.99 with purchase of $75 in eligible product.&nbsp Ahold USA's Stop & Shop makes Kraft the key player in its ongoing Gas Rewards program, with shoppers earning an additional 10 cents off per gallon with each purchase of four Kraft products.

Kraft Huddles Up for Game Day

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