Kraft Canada is offering consumers quick and easy holiday meal ideas through its national “Gather Round” campaign.
Two 15-second TV commercials, created in-house, demonstrate how easy it is to prepare festive fare including appetizers and desserts. In one spot, a Kraft kitchen expert prepares a chocolate cake using Kraft’s Cool Whip and Baker’s Chocolate brands. The second commercial features a recipe for a pear and blue cheese appetizer using Ritz crackers. Another 15-second spot, either for Kraft’s Cheese Whiz or Philadelphia Cream Cheese brand, precedes each commercial.
The spots draw consumers to KraftCanada.com, where they can see how easy it is to make the recipes, said Jim Kozak, senior promotions manager, marketing services group, Kraft Canada.
The site houses the holiday how-to centre with videos on party planning, entertaining kids, baking and the “Holiday Helper Cooking School.” Searchable recipes are separated into “Celebration Menus,” “Festive Recipes” and “Spectacular Desserts” categories.
“We really want to remind consumers that the holiday season doesn’t have to be stressful when it comes to food, and therefore Kraft provides simple food ideas that are perfect for all occasions, and take the stress out of entertaining,” said Kozak.
Kraft is also supporting the Gather Round initiative with a one-hour cooking special on the W Network, e-blasts, in-store displays, the What’s Cooking (Qu’est Qui Mijote) mini magazines, as well as grocery store flyer ads.
“If we can engage [consumers] via the different communication vehicles—through the simple food solution recipe ideas—we think we can make their life easier during the festive holiday time frame,” he added.
MacLaren Momentum created the point-of-sale materials; Meredith Integrated Marketing developed the CRM elements, while MediaVest handled the buy.
