Shopper Innovation Awards: Kraft embraces Quebecois foodies

The CPG company partnered with Loblaws to target French Canadian shoppers, picking up a Bronze.
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Bronze: Small budget, big impact

Kraft had partnered with Loblaws for a Quebec-specific program to target French Canadian shoppers, but after five years, the program was showing declining sales and engagement. The brand decided to refresh it to resonate with young Quebecois mothers who are passionate about food and support locally-made products.

The “Made in Quebec” campaign, by Shopper DDB, embraced French Canadian food culture and included a new logo that featured the patriotic fleur-de-lis, an important symbol in Quebecois culture. The brand partnered with the hosts of the popular Kraft-sponsored Quebec cooking show Qu’est-ce qui Mijote to offer recipe inspiration and the chance to win a dinner with celebrity chef Martin Champoux and co-host Jean-Michel Riverin at a high-end Montreal restaurant.

Kraft sent email blasts to French subscribers in its “What’s Cooking” database that featured iconic French recipes created using “Made in Quebec” products. The emails and retail flyer inserts promoted the contest and featured products on promotion to drive consumers to Loblaws.

In store, headers and branded displays drew shoppers to “Made in Quebec” products. Recipe tear pads featuring locally-made products were also featured in store, and Facebook posts further encouraged consumers to enter the contest as well as find additional recipe ideas on Kraftcanada.com.

Sales increased by 10% on “Made in Quebec” products. In-store display signage increased 14% versus the year before, and the open rate of the e-blast was 32%, while the click-through rate to the recipe landing page was 14.3% (double the Kraft benchmark on each metric).

Credits:

Brand: Kraft Canada
Director, shopper marketing: Jennifer Salter
Shopper marketing manager: Sheem Khan
Associate shopper marketing managers: Christina Mehra, Liliana Marando
Manager, CRM: Monica Dargan
Mac production artist: Jason Taylor
Agency: Shopper DDB
VP managing director: Jason Dubroy
Account coordinator: Lillian Mak
Copy writer: Eric Grimes
Creative group leader: Italo Siciliano