Kraft: Hockeyville USA

This case study describes how Kraft USA tweaked the Kraft Hockeyville concept that was successful in Canada in order to have a similar national program in the US.

Kraft: Hockeyville USA

Anomaly Inc.Kraft Heinz

Situation analysis

Overall assessment

In early 2014, Kraft USA faced a challenge: the American organization lacked a truly national program it could leverage to drive sales for its retail customers and build consumer loyalty and trust. This left Kraft at a strategic disadvantage against its key competitors. In search of a solution, the organization looked north, to the Canadian, award-winning Kraft Hockeyville program. That program was national in scale, and has been successfully helping to drive the Canadian unit's business results for ten consecutive years. With that track record, the decision was made...

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