Kraft 'Powers Up' Breakfast with Belvita

East Hanover, N.J. — Kraft Foods has brought its Belvita line of breakfast biscuits stateside after 10 years in Europe. The company launched a promotional and advertising campaign in support of the brand in February, saying it not only is a new product, but a new category.Sold in the cookie/cracker aisles, Belvita consists of baked crunchy flat biscuits. "Extracting key learnings from Europe was very helpful, especially when determining where to place Belvita in-store," says Janda Lukin, Kraft's director of innovation. Kraft conducted a Belvita Energy survey revealing that while 61% of Americans know breakfast is the most important meal of the day, only 48% actually eat breakfast. "Through our research, we know there is a tension in the morning – Americans know they should eat breakfast, yet they often don't have the time," Lukin says.She says marketing efforts are focused on building awareness of the brand and its benefits, and getting consumers to taste the product. The program includes:An advertising campaign that commenced during Super Bowl pregame coverage and continues with placements during high-profile TV programs. Using the tagline "Power Up, People," the spots feature a small-town police force fueled by Belvita. The ad creative and digital agency is Crispin Porter + Bogusky, Coconut Grove, Fla.; MediaVest USA, New York, handled the media buying and planning.16 million free samples of Belvita biscuits distributed nationwide. This is one of the largest sampling efforts in Kraft's history, Lukin says. Samples are distributed in-store, as well as health and fitness clubs, hotels, and at nutrition conferences. Pierce Promotions, Chicago, led the mass sampling effort. "In addition to our large-scale sampling effort, we have partnered with several large retailers to create sampling events that reinforce the breakfast occasions – including programs with Gevalia Coffee," Lukin says. Walmart featured the Gevalia/Belvita sampling events as part of its In Stores Now program.In-store displays that are designed to drive awareness and trial. "We've strategically placed our impactful displays in areas of the store that reinforce the breakfast occasion, such as the coffee and dairy aisles, and offer consumers high value coupons," says Lukin. Displays have appeared in stores such as Winn-Dixie and Delhaize's Food Lion.FSIs and the brand's Facebook page, which direct consumers to the cookie/cracker aisle to find the product.In-store agencies and designers included Draftfcb, Chicago (consumer promotions); Strive Group, Chicago (pre-packed shipper); EastWest Marketing, New York (display unit design); and Landor Associates, Cincinnati (package design). Edelman, New York and Chicago, handled public relations, while Edelman market research company StrategyOne conducted the Belvita Energy Survey.Nabiscoworld.com/belvita provides detailed nutritional information. Kraft has also created a panel of consumers called "Power Up Pros" to create content that illustrates the Belvita lifestyle. It posts the content on Belvita's Facebook page.Lukin says hard numbers about the success of the campaign are not yet available, but response to shopper marketing elements and the sampling efforts have been "incredible." "We've seen a positive response from retailers on both of our custom display items. Our sales force has been effective at securing displays in key locations throughout the store – including outside of the cookie/cracker aisle – that help reinforce the breakfast occasion with consumers."

Kraft 'Powers Up' Breakfast with Belvita

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