In order to develop a personality profile for Kraft Dinner, the strategic planning team at J. Walter Thompson asked research groups to undertake two specific exercises. Here’s what they asked:
1. ‘Kraft Dinner has died. You have to write the obituary that goes in your local paper.’
2. ‘You’re a psychiatrist and Kraft Dinner has come to see you. Analyze the problem and tell him a solution.’
From the obituary pages
* ‘Tragically yesterday the hero of many a Canadian meal died accidentally.’
* ‘He was affectionately known as KD by his many friends.’
* ‘KD was well loved by his friends and accepted by races and ages of all types and creeds.’
* ‘There was an easy way about him that was both knowing and comforting.’
* ‘KD valued his time with friends.’
* ‘There is no other to be a replacement.’
Interpretation
Kraft Dinner is:
* Dependable
* Comfortable
* A friend
* Multicultural
* Nonjudgmental
* Easy-going
* Unpretentious
* Trustworthy
* Loved by all
From the psychologist’s couch
* ‘Kraft has low self-esteem and insecurity.’
* ‘Kraft Dinner is feeling guilt and anxiety about his image.’
* ‘Kraft has feelings of abandonment and insecurity, a lack of self-confidence, concerns about looking out of date.’
* ‘Kraft has low self-esteem, is old, lethargic and withdrawn.’
Recommended therapies
* ‘Build self-confidence.’
* ‘Remember and promote the immortal place he holds in our hearts.’
* ‘Raise self-esteem.’
* ‘Get across the point that you’re worth more.’
* ‘Stop price-cutting yourself.’
Taking these results, coupled with previous research, Kraft raised the price of Kraft Dinner, redesigned the packaging, launched a new KD Web site and created a series of TV spots targeting young people who grew up eating the product.
Creative tracking and Millward Brown link testing showed the spots outperformed all others in the category in North America. More importantly, according to Sarah Moran, VP, director of strategic planning at JWT, KD, already the biggest selling grocery item in Canada, ‘significantly increased the percentage of base brand sales.’
