Velveeta - Liquid Gold
Автор: Kraft Spire Awards - Best Overall Communication Plan
Загружено: 2014-04-01
Просмотров: 92145
Описание:
Velveeta is a $1B brand with 40% HH penetration driven by a passionate fan base...Vel Nation. With the brand spread across 2 BU's with multiple products and multiple consumer targets, In 2013 the team made significant strides in acting as "one brand" voice under the campaign of "Liquid Gold" sharing agencies and coordinating IMC together for the first time.
The brand succeeded across both BUs as a result of the campaign. Velveeta loaf delivered consumption growth of 8% during Q1 of the launch, grew share by +0.6 pts, and increased purchase intent and significantly improved equity ratings. For Velveeta Meals, Velveeta Shells & Cheese grew 5.4% and Velveeta Skillets grew 2.5% in retail dollars. Both TV spots released had above average ASI scores.
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