Kraft Foods Inc.: Magic Carpet campaign
Allison I. PorterOverview
The sales volume of Kraft Foods, Inc., brand cheese slices increased by 7.1 percent following the local "Magic Carpet" campaign launch in 1995. This was especially impressive given that Kraft charged an average nine cents more per pound for the brand compared to private-label cheese slices and that price competition was the determining factor in this large and flat category. Kraft's advertising agency, J. Walter Thompson of Chicago, accomplished this growth in volume by targeting the campaign to the ultimate consumer—children between five and seven years of age—instead of aiming...