CASE STUDY:

KRAFT & NABISCO STRATEGY, PROMOTIONS & MERCHANDISING

CASE STUDY DESCRIPTION:

Over time, I’ve provided Kraft and Nabisco with strategic, conceptual and execution expertise as part of their C-level CMI planning process, working side-by-side with senior Kraft brand and marketing management on literally scores of promotion programs like those below.

  • One example: I pitched Kraft’s Nabisco group on their first-ever mobile-based promotion around the Super Bowl, mounting a promotion intended to drive consumer action at or near-shelf.
  • The program was an enormous success, and labeled a “benchmark example,” in their words, for future tentpole promotions.
  • I also created Kraft’s first-ever online promotion to celebrate their 1ooth anniversary.
  • That’s a thin slice of the many programs I’ve concepted and directed for Kraft – including many multibrand events with digital, promotional, collateral and in-store components.

Kraft POS