Kraft: Musical Recipes

Rifaat Fakih

Kraft, a cheese brand, launched a campaign in MENA to increase quantity sold, gain an uplift in brand power, and increase engagement and page followers.

Campaign details

Brand: Kraft Brand owner: Arla Foods Entrant company: Arla FoodsIdea creation: FP7 McCann Dubai Market: Saudi Arabia Sector: Dairy products, fats, oils Media channels: Online video, Social mediaBudget: Up to 500k

Executive summary

This is the story of how Kraft, a brand that’s been declining on penetration, reach, and equity, wasn’t only able to reverse its downward trend, but more than doubled the sales of its products, saw a 15.2% brand power increase and gained 20,000 new followers.

By ditching the traditional...

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