| Kraft Foods/Nabisco Biscuit Division
2007 ReBrand 100 Winners > merit
Industry: Food - Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Consumer traffic in the cookie and cracker aisle of traditional grocery stores was in decline for a variety of reasons including:
• Changing Eating Habits
• Stigmatization of the Product Category
• Health Trends
• Low Center Store Traffic
• Perimeter Growth
Challenge - Our challenge was to change consumers’ perceptions and improve their interactions with cookies and crackers by presenting them in a fundamentally different way.
Strategy - Cookies and crackers inherently own positive associations about reward, enjoyment and delight. We wanted to remind consumers of these qualities by creating a genuine, authentic realm based on “Mom’s Kitchen.” By changing the context of how Nabisco products were merchandised, we were able to re-connect with consumers on an emotional level and remind them of the nostalgic value of Nabisco’s heritage and the role their products play in consumers’ lives.
Result - The perception of Nabisco cookies and crackers successfully changed from negative associations to positive associations, as evidenced in 84.4% of consumers rating the new section as “Very Good” or “Excellent” across three different store designs. Furthermore, Nabisco sales increased 5% in one store to as high as 32% in another, while the whole category enjoyed a double digit increase, as well.
Credits:
Client: Kraft Foods/Nabisco Biscuit Division - www.kraft.com
Client Representatives:
Patrick Hare, Director, In Store Marketing Center of Excellence, Kraft Foods
Michael Bombowsky, Director, Customer Development Insights East, Kraft Foods
Ameeta Jain, Manager, Customer Development Insights and Analytics, Snacks Sector, Kraft Foods
Brand Strategists/Designers: Shook Kelley - www.shookkelley.com
Project Team:
Rosalind Doty, Steve Fenton, Diana Jess, Kevin Kelley AIA, Jennifer Kim, Paula Garron Lopez, Mike Nicholls AIA, Kristin Snow
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