GOLD
Client: Kraft North America, Toronto
Campaign: 2002 US CRM Launch
Agency: Wunderman & Redwood Custom Communications, Toronto
Group Creative Director: Brian Langerfield
Copywriter: Nancy Clark
Art Director: Janice Maarhuis
The entry of packaged goods into the burgeoning arena of CRM signals a historic paradigm shift in marketing.
Recognizing the importance of nurturing one-on-one relationships with customers, as demonstrated by its Canadian pilot CRM program, Kraft launched a parallel program in the U.S. in January 2002.
Targeting households that use a high volume of Kraft products, and those seeking simple ideas and tips for meals, it set about to change the perception of Kraft from that of food manufacturer to that of food solution provider. Kraft identified households – in its actionable proprietary prospect database – in three markets: St. Louis, Chicago and Minneapolis.
The goal of the CRM program was to build the database of permission members (using its various integrated channels, including food & family magazine and targeted direct mail) and increase sales and market share. The campaign included two waves – with all communications encompassing an empathetic common tone and manner, with visuals of the Kraft Kitchens experts to maintain a human touch. The common offer was for prospects to complete a personal profile to join the Kraft Kitchens community and continue receiving the magazine free.
The first wave included a pre-announcement postcard to introduce food & family; a personalized five-page insert stitched into the magazine; and an oversized DM package.
Wave two consisted of a five-page insert for prospects who did not respond to wave one; a self-mailer to a new group of prospects; and online, a unique, trackable URL linked to the main kraftfoods.com site.
The program well exceeded Kraft’s original objective of enrolling 50% of the total number of new permission members targeted for all 2002 within the first six months – enrolling a whopping 64%. Based on the success of the launch, the CRM program will roll out across the entire U.S. market in 2003.
SILVER
Air Canada, Dorval, for its ‘U.K. TAM TAM’ campaign, created by FCB Direct Canada, Montreal
MERIT
Ontario Tourism Marketing Partnership (OTMP), Toronto, for its ‘Come on Over’ DRTV campaign, developed by Proximity Canada, Toronto
