In marketing, reputation is everything. It’s what everyone obsesses over day in and day out. And once again, Marketing has partnered with Leger for a consumer survey of hundreds of brands active in the Canadian market to produce the scorecard of who has the best brand reputation.
In the May 20 issue, subscribers will find The Top 100 ranking and company profiles of the biggest movers and shakers from the Marketing/Leger Corporate Reputation Survey. Meanwhile, MarketingMag.ca is highlighting a few of the biggest stories to emerge from this year’s research.
#7 – Kraft Canada
Tassimo and Mio reach multiple targets to keep Kraft riding high
Last year “was really about driving new categories and improving experiences for consumers,” says Chris Kempczinski, president of Kraft Canada. In the spring Kraft introduced its Mio (“mine” in Italian) liquid water enhancer after conducting several rounds of consumer research to ensure the product, format and formula made sense for the Canadian market. (Mio has become a $100-million-dollar brand in the U.S. since launching in 2011.) Kraft supported the launch with a national English- and French-language multimedia marketing campaign.
Another research driven initiative was the introduction of peel and re-seal packs for six Cracker Barrel cheese varieties. Kraft found that convenience was the primary motivation for buying sliced cheese and redesigned the packaging to meet those needs.
Best Reputations:
• Google on top again
• Shoppers Drug Mart remains a trusted brand
• Reeboks’ big move
• CBC/Radio-Canada steps up
• Sobeys’ focus on food, customer service
• Grand & Toy jumps up the reputation rankings, rebrands to the Max
The company engaged with younger audiences on the social media side, with a Facebook battle zone that encouraged consumers to participate in a series of challenges as part of a larger marketing campaign for the Kraft Dinner brand. The effort helped quadruple the brand’s Facebook presence to over 400,000 fans. Another highlight for the company this year was the growth of its single-serve Tassimo coffee systems. Kraft has sold over one million machines to date and last year announced new partnerships with Second Cup, Tetley, President’s Choice and Tim Hortons.
Subscribers get full access to our coverage of the Marketing/Leger 2013 Corporate Reputation Survey. Sign up today, and check us out on your iPad.
