Personal Approach Pays Off For Kraft, Hy-Vee

Consumers more and more are looking for quick meal ideas. So Kraft Foods last summer began producing a series of integrated food-solution programs that retailers could customize from a series of merchandising fixtures. The first such program was its "No Oven Summer" campaign, using a group of racks and coolers to give each retailer the approach it wanted to highlight. At Hy-Vee, a 174-store Midwest supermarket chain, the program took a "Backyard BBQ" concept that combined Kraft's products with the retailer's local marketing ideas."Our goal is to tailor each local program to fit the retailer's specific demographics and customize the program in a way that goes well beyond putting a logo on it," says Wendy Kritt, Kraft's director of consumer promotions. "The fixtures and coolers are already in place for our dry goods products and refrigerated brands, so we want to create food-solution types of co-marketing programs that we can customize for each retailer for the slower promotion periods."Hy-Vee's local ad agency helped develop the advertising and promotion campaign in each of the retailer's five major markets. Local broadcast media ran a tailored 40-second spot for a "Backyard BBQ" sweepstakes for a free party for 20 guests.Kraft in turn provided special destination displays for 85 stores based on its modular rack and cooler system. The product assortment in each location and the displays to be installed were decided by the local branches to best meet local consumer preferences.The result of the campaign, Kritt reports, was increased brand and category volume for the 12-week program. Hy-Vee's category consumption grew 12 percent in the dry and refrigerated categories involved. "Kraft saw a substantial increase in volume for the multiple brands in the promotion, as well as overall category growth," she says.

Personal Approach Pays Off For Kraft, Hy-Vee

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