Kraft Foods - LEO - Rudi

In 2009 LEO of Kraft Foods, the makers of the famous Belgium waffle, wanted to launch a campaign that would allow it to continue to hold its own in a very competitive market with a budget of around 10% of that which its competitors enjoyed.

Kraft Foods – LEO – Rudi

Agency name: Ogilvy Group NV Client name: Kraft Foods Belgium Category: Innovative Idea or Concept

BACKGROUND

The ‘countlines’ market is a very competitive market driven by visibility/innovation … to trigger consumers. The buying act in the countlines segment is very impulsive. Due to a strong competitive pressure, especially from Ferrero, LEO had to defend its category leadership.

In 2009 LEO wanted to keep its n°1 position in market share volume and become again the n°1 in market share value (vs. Ferrero) within the countlines segment with an innovative 360°...

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