KRAFT CAMPAIGN

Creative Center: Los Angeles

Branch: Chicago

THE CHALLENGE. From a consumer point of view, Kraft has always known who we are and how we really live. They knew what we wanted when we woke up in the morning, and what we craved when it was very late at night and we were standing in front of an open refrigerator. In short, Kraft has always known what we were hungry for. As an employer, Kraft needed to be equally aware of who we are, how we live and what we’re hungry for. It was the great leap the company had to make if it was going to fulfill their goal of achieving a One Company branding.   THE SOLUTION. We came to the conclusion that building the brand on the outside started with building the brand on the inside. People lead busier lives now than at anytime in recent memory. With only one household in 5 having a stay-at-home parent, the rush to get everything done necessitates people making their lives less rigidly structured and more "organic." Therefore, we determined that the Kraft customer IS the Kraft employee. They inhabit the same time and the same city. They face the same pressures and seek the same solutions. So just as Kraft creates and markets products to leverage the realities of life, its advertising must market employee benefits and programs that leverage those same realities. It must communicate that Kraft does what it can to help its people deal with life and work, which are no longer separate existences. The ultimate goal is for Kraft to become more than a famous brand and a famous company. We want it to become a famous employer, not just the brand people buy most, but the employer people want to work for first. To begin accomplishing these goals our message to everyone, no matter where on the food chain they happen to be standing is: KRAFT. We know what you’re hungry for.
	(More samples will be available shortly.)