Kraft Canada is in the midst of an integrated advertising campaign for its Cracker Barrel and P’tit Québec natural cheese brands that also includes new packaging and flavours.
In January, the food company introduced its peel and re-seal pack for six of its Cracker Barrel varieties. Kevin Smith, senior brand manager said the idea behind the new packaging was to introduce a “pack format that would be easier for consumers, stand out at shelf and create excitement for retailers.”
Kraft conducted research to better understand consumer buying habits around block versus sliced cheese and found that convenience was the primary motivation for buying sliced cheese. “With consumers looking for convenience, it was also critical that the packaging mirrored their needs, and the peel and seal makes it easy and quick to get your slices and keeps the cheese fresh,” he said.
With the package redesign, Kraft also introduced Havarti and Light Medium Cracker Barrel cheese in the sliced format, and Swiss and Mozzarella in slices for P’tit Quebec.
Packaging for other products like the brand’s block cheese has also been updated with a more modern, bold white typeface and design.
Kraft is supporting the effort in English Canada with 15- and 30-second television commercials that continue the “Welcome to Wholesome” positioning the company launched in 2009.
The spot revisits the fictitious town of Wholesome where Cracker Barrel Cheese is always made “without artificial preservatives” and “no antibiotics.”
Meanwhile, English-only print ads focus on the product benefits around the convenience of cheese slices while highlighting the new packaging.
“We really wanted to create a visual that would stop readers as they were flipping through the magazine. The ad also brought to life real food usage occasions, like making a sandwich, to really show how Cracker Barrel slices make your life easier,” said Smith.
DraftFCB developed the creative while MediaVest handled the buy.
