Kraft Foods

Industry:   Consumer Packaged Goods 


The Company:

Kraft is a one of the largest food businesses in the world with a wide range of premier brands including Oscar Mayer, Claussen Pickles, Jello and many others.


The Challenge:

The Claussen pickle business was experiencing flat revenue and profit performance for years. The brand was losing share to category leaders like Vlassic who was outspending Claussen by a wide margin.


What We Did:

Re-launched the brand via broadcast advertising, print, labeling, and ground breaking in-store promotions that focused on a unique and demonstrable product advantage (Always Crisp, Never Cooked).



Grew profit by 47% and ROI by 23% to become the highest ROI business within Kraft General Foods during the year of launch.



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