Using a combination of products, Kraft, LU, Cracker Barrel and Publix teamed up to create a selling opportunity for themselves and a delicious appetizer for its customers. The promotion was titled, “CHEESE loves COMPANY,” but from a brand strategy perspective it could be called, “MORE BRANDS equals MORE RETAIL SALES.” Let’s consider the not so obvious from the consumer’s perspective.

Kraft Foods makes cheese. Cracker Barrel sells their own brand of cheese. Kraft Foods owns Cracker Barrel. LU makes crackers. Kraft Foods owns LU. Because of these factors and many others Publix welcomes a cross-promotion of this kind from Kraft Foods.

By grouping together several complimentary products in a promotion, a marketer can sell more of its products, particularly when they are well-balanced.