YUMM! for Kraft

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YUMM!

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Philippines
Released July 2012

Credits & Description

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: KRAFT FOODS (PHILIPPINES)
Product/Service: FOOD
Director for PR & Communications: Amor Maclang (GeiserMaclang Marketing Communications)
Managing Director: Brad Geiser (GeiserMaclang Marketing Communications)
Head of Accounts: Alma Buenviaje (GeiserMaclang Marketing Communications)
Head of Content and Creatives: June Javelosa (GeiserMaclang Marketing Communications)
Category Marketing Manager: Mr. Alex Tacderas (Cheese and Spoonables)
Manager: Mark de Joya Brand (Kraft-Eden)
Brand Manager: Timmy Ong (Kraft-Eden)
Media placement: TV Media - 4 spots - ABS-CBN - December 14 - 25, 2009

Summary of the Campaign
In light of the typhoon Ondoy tragedy in 2009, Eden as a brand wanted to become significantly meaningful and inspire Filipinos to rise above it all. Anchored on the brand’s thrust on versatility, Eden launched a campaign dubbed, Your Ulam Mas Masarap (YUMM), which translates to making every dishes delicious with cheese. This campaign centered on the country’s bid to break the World Record in The Most Number of Dishes on Display in a Single Day. To bring it back to the brand, all the dishes entered were cheese-based recipes, allowing Eden to engage an entire nation’s participation to make history together while in the process hammering the point that the brand was the most versatile food enhancer!

The Goal
Define a culturally and socially relevant initiative that taps on the inherent inventiveness and creativity Filipinos, particularly Eden’s target market young Filipino housewives - while amplifying brand’s thrust on versatility by showcasing the extensiveness of Filippino cuisine and the applicability of using cheese to enhance and make dishes more flavourful!

Results
In a market that was traditional in its media strategies, Eden broke the mold by using social marketing. It was the first to successfully use the difficult-to-penetrate News & Public Affairs of TV. Because of the magnanimous idea of establishing a new World Record as a means to offset the social climate of loss, networks recognized the brand. Online media values totaled 9,904,937.25; mainstream media generated 49,697.97 (Print) and over 42 million (TV). Marketing-wise, the results were also outstanding—with Eden registering a second-straight year of double-digit growth (in a stagnant category) at 13%, with an all time high market share, up by 5% (65-70%; the biggest market share gain in a single year!) Eden came up with 5,845 unique dishes that broke the current world record. From a purely functional intent, the campaign tagline “Kay daming nagagawa” (Oh, the things you can do!) organically evolved into celebrating the creativity of Filipinos.

Execution
Eden roused Filipinos to help make over 5000 cheese-inspired dishes through several elements: · Kick-Off: YUMM World Record Breaking Event announced the Philippines bid to break the World Record in The Most Number of Dishes On Display, In a Single Day. · www.sarapngbuhay.com: campaign’s aggregator site; featuring the following elements: o YUMM Club registration o YUMM recipes-a collection of cheese-based dishes culled from members of the site o Will it Cheese- an online polling system that engages site visitors to vote on whether popular Filipino dishes will work with or without cheese. o User profile pages for all the members of the site. o Live video streaming feature of the actual event. o Susan de la Vida, a composite personality representing Eden’s core market was created to be the main brand ambassador and information source. o Culmination was held at the Araneta Coliseum and culled 5,845 dishes on display.

The Situation
In the Philippines, cheese was largely considered a luxury and consumed only during Christmas. The brand’s goal was to ingrain the idea among their target market that cheese can actually make their everyday cooking and dining experience more delicious, thus making it a staple in every household. In addition, the country was still reeling from one tragedy after the next. This gave Eden the opportunity to provide a new way for Filipinos to rise above the recent challenges they have faced and use Eden cheese to creatively interpret the breadth of local cuisine and the ingenuity of the Filipino woman.

The Strategy
Straddling the brand’s objective and the intent to provide a culturally and socially relevant initiative for the country given the recent challenges the nation has faced, Eden sought to take on India for the Guinness Food World Record of Most Number of (cheese) based dishes in one day/venue. This initiative was dovetailed with the opportunity save Christmas for families with circumstances that may prevent them from celebrating the holidays.