Kraft Heinz Co.

Ethnic marketing is rife with challenges and opportunities for brand marketers who understand their audience.

Client: Nabisco, East Hanover, N.J.
Producer: Oxford Innovations Division of Tim-Bar Corp., New Oxford, Pa.
Comments: This display was created to increase sales of the featured Nabisco cookies and crackers to households with kids between the ages of six and 12, and to encourage the cross-purchase of Nabisco products among kids.

Client: Nabisco, East Hanover, N.J.
Product Promoted: Nabisco crackers
Objective: To develop a merchandising vehicle that would help drive volume among heavy cracker consumers, especially during a peak snacking and party occasion - the Super Bowl.
Number of Displays: 10,000
Construction/Materials: Corrugated
P-O-P Company: Oxford Innovations Division of Tim-Bar Corp., New Oxford, Pa.

Client: Nabisco Foods Co. - Planters Division, Parsippany, N.J.
Products Promoted: Planters snacks
Objective: To provide a temporary floor unit that would support Planters' 4th Quarter Baking Programs and to provide a merchandise vehicle that would hold both pieces and bags.
Number of Displays: 4,000
Construction/Materials: Corrugated
P-O-P Company: Oxford Innovations Division of Tim-Bar Corp., New Oxford, Pa.

Patent: 6,050,419
Issued: April 18, 2000
Inventors: Therese A. Flanagan, Chicago; Keith C. Evans, Farmer City; both of Ill.
Assignee: Kraft Foods Inc., Northfield, Ill.

Peapod's 'cyber-merchandising' may help marketers hone promotions

Client: Nabisco, East Hanover, N.J.
Distribution: Supermarkets and mass merchants
Size of Run: 10,000
Producer: Oxford Innovations Division of Tim-Bar Corp., New Oxford, Pa.
Division: Temporary, Snacks, Cookies and Crackers
Objectives: The large display was designed to help drive trial and awareness among the 18-year-old to 34-year-old market. The NCAA Finals are second only to the NFL in fan intensity, so the client thought the unit would draw attention.