Kraft Foods Inc.: Magic Carpet campaign (1995)

The sales volume of Kraft Foods, Inc., brand cheese slices increased by 7.1 percent following the local "Magic Carpet" campaign launch in 1995.

Kraft Foods Inc.: Magic Carpet campaign

Allison I. Porter

Overview

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands