Slated to break the week closing October 23, the campaign will be spearheaded by a Kraft calendar available with high-circulation women's magazines, including Australia Women's Weekly and House & Garden. It will include Kraft's ideas for entertaining, along with a salad and barbeque cookery booklet on the cover of the magazines.
Targeted at women aged between 25 and 54, the campaign will be supported by TV, radio, print, online and outdoor executions. The TV component includes advertorial and recipe ideas through Network Nine's Fresh TV cooking show, and there will be significant POS promotions featuring in-store sampling in major supermarket chains Coles and Woolworths, along with outdoor signage.
"Throughout the summer we see a downward trend in television viewing within Australia as more people are out and about," said Stephen Deane, business director, MindShare Melbourne. "Our choice of conversational media, magazines, supported by radio, online and outdoor was essential to break through the clutter."
The calendar was conceived and implemented by MindShare Australia and Australian Consolidated Press, while JWT Australia handled the magazine and radio brand creative.
Deane added the campaign is aimed at taking the fight to Kraft's biggest competitor in Australia, Praise, along with other brands from Nestlé, Danone, PepsiCo and Heinz.
