Shopper Innovation Awards: Kraft celebrates community pride

The CPG co launched its Celebration Tour and partnered with Loblaw to communicate with PC Plus members.

kraft2This story appears in the May 2015 issue of strategy.

Bronze: Partnering

In its fifth year, the Kraft Celebration Tour (KCT) connects Canadians through shared stories of community pride, perseverance and the love of sport. In 2014, Kraft wanted to make an even bigger impact on Canadian communities by giving away more prizes than ever, including a $100,000 grand prize to support local community projects.

The top 10 communities would also receive a $25,000 donation to go towards improving their sports or recreational facility, a TSN SportsCentre/RDS Sports 30 live broadcast from their community and local celebratory event sponsored by Kraft and Mondelez.

In April 2014, Kraft launched the Kraft Celebration Tour across the country and collaborated with Loblaw to bring the KCT story directly to its consumers. Using the PC Plus email list, Kraft created vendor specific e-blasts with relevant offers. In August, Kraft sent out another 10 separate emails to PC Plus members living within the winning communities to congratulate and invite them to the celebratory event, as well as offer customized PC bonus points on participating Kraft products.

The e-blast campaign had an average response rate of 1.02% (2,486 PC Plus members). This directly led to sales of 47,000 participating Kraft products and close to 5,000 redeemed
through PC points. The overall e-blast campaign also issued over four million PC points.


Advertiser: Kraft Canada
Shopper marketing manager: Sheema Khan
Customer insights manager: Brad Hodgins
Director, shopper marketing: Jennifer Salter
Brand manager, portfolio marketing: Kelly Fleming
Sr. brand manager, portfolio marketing: Joanna Milroy
Shopper marketing manager (Mondelez Canada): Johnny Liu
Agency: LPi Group
Account director: Erin Henry
Sr. account manager: Jennifer Marcelino
Director, strategic planning: Ken Youngberg