kraft foods

Kraft Foods is one of the largest and most successful packaged food
companies in the world. Many brands operate under the larger brand,
each with their own, unique product and brand challenges to overcome
and benefits to communicate.

Having spent several years working with many of these brands, I have
developed a deep understanding of the emotional connection between
people and food.

At a time when very few agencies could deliver branded content - we
created Food and Family magazine for Kraft that reached millions of people
in Canada and the US. Recipe focused video content was produced and
shared online. Each video delivered a cooking “how-to” session of either
a specific recipe or a more general subject like “BBQ Tips”.

Online video content also helped present the Kraft Kitchen Experts on
a more real and human level than print or traditional TV could allow,
adding to the overall personality of the brand. Product mentions were
limited in scripting and were not included visually to help tip the scales
in favor of content before advertising.

Agency - Strategic Content Labs (formerly Redwood CC)

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