Advertiser: Kraft HeinzBrand: Kraft Macaroni & CheeseAgency: Crispin Porter & BoguskyCountry: United States
Objectives
- Sales: Increase sales vs previous year
- Marketing Objectives: Reverse downward trends in Household Penetration.
- Communications Objectives:
- Image + Awareness: Mitigate loyalist concerns about the new recipe while building awareness among switchers.
- Ad Testing: IPSOS ASI Copy Effect Index (CEI) score above norm (120+).
- Post Testing: Nielsen Brand Effects scores on general and branded recall and brand linkage at or above norms.
In 2015, Kraft Macaroni & Cheese faced the same challenges...