Customer insights spur Kraft shopper marketing campaign

Shopper marketing programs rarely get much press. But they should because they are becoming an important part of the grocery industry’s efforts to boost sales.

One recent program saw Kraft move its “What’s Cooking” program into supermarkets in Quebec, pairing it with the company’s five-year-old “Made in Quebec” in-store initiative.

The program incorporated in-store displays, flyers, Kraft’s What’s Cooking videos on YouTube as well as e-mail blasts to 260,000 Quebecers and a contest that gave a chance to win a dinner with well-known Quebec TV chef Martin Champoux.

“What’s Cooking has never really lived in-store with the customer,” Kraft’s director of shopper marketing, Jennifer Salter, told Strategy magazine. "We didn't really the wealth of content and the relationship with our consumer at the store level."

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