KRAFT: WARM UP

Credits:

Type of Entry: Use of Media
Category: Best Use of Outdoor
Title: WARM UP
Advertiser/Client: KRAFT
Product/Service: STOVE TOP STUFFING
Entrant Company: MEDIAVEST USA New York, USA
Media Agency: MEDIAVEST USA New York, USA
Creative Credits
Name Company Position
Norm Chait Mediavest SVP/Director Of OOH
Drew Carter Mediavest Activation Associate Director
Kerry Henderson Mediavest SVP/Group Director
Robyn Gough Mediavest Associate Media Director
Mary Knight Draft Fcb Group Creative Director
Rob White Draft Fcb Copywriter
Chris Kloet Draft Fcb Art Director
Laurie Rubin Draft Fcb Photographer
Kimberly Nosalik Draft Fcb Producer
Carolyn Humbertson Draft Fcb Producer
Jennifer Rowland Draft Fcb Group Management Director
Cailen Corrigan Draft Fcb Account Executive
Ellen Thompson Kraft Brand Manager
John Marson Kraft Senior Media Planning Manager
Rob Sherlock Draft Fcb Chief Creative Officer
Details
Results and Effectiveness:
The campaign drove a 7% increase in sales volume versus the same time period last year. Grateful consumers raved about Stove Top and the heated bus shelters. Stove Top’s bus shelter campaign was picked up by the New York Times, Fox Business Network, Advertsing Age, and all major Chicago media outlets, resulting in over 37.2 million media impressions. The campaign was featured in Advertising Age’s Top 5 Creative List for the week of 12/15 and was honoured as one of the New York Times’ best of 2008 marketing programs.
Creative Execution:
We created the first-ever heated bus shelter campaign. Stove Top installed heaters in 10 bus shelters in Chicago to bring consumers the gift of warmth during the cold winter. The heated bus shelters were placed in high-traffic commuter and shopping areas, creating a winter oasis for pedestrian traffic while also providing Brand visibility to vehicular traffic. While waiting for the bus ride home and thinking of their dinner plans, consumers were warmed by the bus shelter wrapped in Stove Top messaging. We used sampling to further extend Stove Top’s gift of warmth. Our brand ambassadors handed out New Stove Top Quick Cups near the heated bus shelters. We activated a national PR campaign to spread the warmth that was happening in Chicago. We leveraged the news value of launching the first-ever ad-sponsored heated bus shelters in the United States to drive additional media exposure.
Insights, Strategy and the Idea:
Stove Top stuffing has been a classic American comfort food for decades. Our challenge was to keep consumers’ love for Stove Top top-of-mind to drive sales volume during the key December sales period. When the temperature plunges in the cold winter months, there is nothing better than coming home to the comfort and warmth of Stove Top stuffing. We needed to activate our small budget in a way that would give consumers the “gift of warmth” on colds days and make Stove Top the hero.