How Kraft eliminated TV 'waste' by matching purchases with programming
Geoffrey Precourt Warc
The problem for Kraft Foods was simple. "We felt that there was a lot of wasteful spending on TV programs related to our key consumer target for our products," explained Mike Judge, the company's Senior Director/consumer insights and strategy. "We felt like we were buying a fair amount of TV that wasn't optimized against that audience – we didn't have their eyeballs glued to that program or that channel."
The company's TV budgets were not about to get any bigger, he added. "What we needed...