Cooking with Kraft.com takes it local
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.
Share This Story, Choose Your Platform!
Tom Marin is an organizational consultant at MarketCues, a specialized firm he founded serving CEOs of companies focused on growth. He is the author of the book, RETHINK: An Inside Look At Smart Organizational Strategy, the architect of the SmartPlan360™ SaaS program that helps companies rethink foundational assumptions about alignment, integration, awareness and relevance. His consulting and coaching work spans four decades of serving senior leaders of private, public and nonprofit institutions. He produced the Rethink For A Change Workshop Series that has engaged leadership teams throughout the US. He holds Certificates in the DiSC Application Suite, Five Dysfunctions of a Team, ACT the Agile Model, and he is an accredited member of the national and international chapters of the Business Marketing Association. Tom received his Bachelor's in Social Science and Education from Northern Illinois University.