GOLD

Client: Kraft Canada, Toronto

Campaign: What’s Cooking: Recipes by E-mail

Agency: Digital Cement, Toronto

To support Kraft Canada’s CRM vision, which focuses on driving loyalty among core consumers by delivering simple food solutions, the consumer packaged goods company has established an integrated suite of meal solution-focused communications: the quarterly What’s Cooking magazine, the kraftcanada.com Web site, a 1-800 customer support call centre and hands-on cooking classes.

To further increase the frequency and customization of the food solutions content they share with customers, as well as increase the depth of measurable interaction, Kraft opted to deliver personalized relevant content via weekly e-mails – in the form of recipes and tips – to permission-based subscribers.

The e-mails also served to drive awareness of Kraft Kitchens’ other marketing communication, including the magazine, Web site and cooking classes among the target audience – typically families with children and young or older couples with no children at home. E-mail messages are sent out at the same time every week and are short and scannable to respect the time constraints of the target audience.

Data collected from consumer surveys helped drive the customers’ preferred message format (HTML, text, AOL), geographic targeting and content targeting.

Offline sources, including direct mail, the magazine and call centre, were used to expand the program and increase the number of opt-in subscribers – as were online mechanisms, such as ‘send-to-a-friend.’ An online preference centre also allowed users to update and revise preferences and personal data.

The program has sustained high levels of consumer attention and interaction, surpassing comparable industry benchmarks by 60% for open rate and 130% for click through. In the first eight months since launch, the number of active opt-in subscribers grew by 235%.

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