Kraft Canada, semi-finalist in the 2000 David Ogilvy Research Awards, faced the challenge of getting consumers to use more Shake 'n Bake. After conducting research with Canadian Facts, Kraft Canada went to BBDO Canada (an advertising consulting company) and developed the "Versatility" campaign. After only eight weeks of advertising, the campaign had accounted for 54%…

BPIR Categories

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

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