How Kraft eliminated TV 'waste' by matching purchases with programming

This article describes how Kraft set about eliminating waste from the TV budget of its Selects lines of Oscar Mayer hot dogs, cold cuts and bacon.

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...

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