Kraft Dinner

1999 television campaign for Kraft Dinner. Brand, though leader in category, had been losing equity, being increasingly bought on deal to compete with private label.
Agency: J. Walter Thompson, TorontoAuthor: Not credited

PACKAGED GOODS FOOD SILVER

Kraft Dinner

Executive Summary

Sun Zhu would have loved the Kraft Dinner case. It corroborates at least one gem of wisdom on the art of wardo not fight the battle on your enemy's terms. Know your true strength and use it (Crossover Note 1).

This case also illuminates what should be enshrined as a modern marketing axiom. Advertising is most potent when you persuade your customers that you understand them. If you succeed in this, you will always add value to your brand.

In 1997, KD...

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