Athenos Hummus: Party

Kraft's Athenos brand of hummus was at risk of being delisted from retailers in the United States, following several years of steady decline.

Athenos Hummus: Party

Agency: Droga5Client: KraftProduct: Athenos

Objectives

In July 2010, Kraft's Athenos brand was in a difficult position. Its hummus business was in steady decline, having lost national sales volume in 2007, 2008 and 2009. The brand was at risk of being delisted from retailer shelves if they couldn't change that trajectory and generate some energy within 12 months. Delisting would have been a disaster. Not only would it have meant missing out on major growth expected in hummus, but it could also hurt the Athenos brand in two other categories: the large and...

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