Kraft Foods, finalist in the 2000 David Ogilvy Research Awards, found through research on 1,000 women that they needed to convey the message that Stove Top Oven Classics were convenient, tasty and new when they introduced the product. Foote Cone & Belding developed a set of campaigns for Kraft and found out from respondents that with one simple idea - five minutes of preparation and 30 minutes of baking - they could convey the notion that Oven Classics would make lives easier. Using campaigns fe...

BPIR Categories

4.1.2 Manage advertising & promotional activities
1.2.1 Product strengths/weaknesses/opportunities/threats

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