Kraft CRM (what's cooking and food & family)

Problem

Kraft Foods faced volume and revenue challenges brought on by an increase in competitive product proliferation, including an onslaught of private label substitutions.

Solution

• Conduct data analysis to identify Kraft's most valuable consumers
• Reallocate marketing investment and activities to focus on engaging and communicating with Kraft's most valuable consumers through multiple channels (email, direct print, web)
• Drive incremental product purchases by shifting approach from a product-centric focus to a customer-centric meal solutions offering, promoting cross-sell of complementary Kraft products
• Develop sustainable relationships with Kraft's most valuable consumers, by meeting their need for meal solutions and helping them make their lives easier by integrating Kraft brands into their everyday lives

KRAFTFOODS.COM WEBSITE

Results

• Consumers in Kraft's food&family program purchased an average of 50% more Kraft products than Kraft's average consumer
• The program gained participation of over 10MM permission households within North America
• Kraft's food & family email and web engagement metrics were 2-4X higher than industry average for similar programs
• Kraft food&family became the #1 website destination for Canadians seeking meal solutions in both English & French markets
• Forrester Research ranked the Kraft food&family program as North America's #1 CPG email program in 2006