Kraft: Carte Noire Readers

Kraft's Carte Noire wanted to overcome discerning coffee drinkers' negative perceptions concerning quality and taste, raise awareness and reengage previous triallists.

Kraft: Carte Noire Readers


CLIENT • Kraft

THE TEAM • Cressida Chester-Read, Louise Dawson, Adele Greenwood, James Barmes, Garry Munns, Lindi Radomsky, Karen Reed, Simon Gregory, Chris Dale.

WHAT IS WONDERFUL ABOUT THIS WORK? • We seduced women coffee lovers into trial of Carte Noire with The Carte Noire Readers campaign. 28,609 people, who had been contacted just once in the previous year, were mailed. There were over 2,000 hits the day the mail landed. 7.9% of the MONP coupons were redeemed.

OBJECTIVES• Overcome discerning coffee drinkers’ negative perceptions of the product and drive...

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