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In teams, we were required to do extensive research and create an IMC proposal complete with advertisement ideas and sketches, a GANTT chart, and a budget (of $5 million) to celebrate the anniversary of a product or service in Canada.
We chose to celebrate and promote the 75th Anniversary of Kraft Dinner in Canada. This required extensive research on previous campaigns as well as possible new target markets.
The “Big Idea”
We decided that this anniversary campaign would be targeted to women aged 35-55 as, according to our research, they are usually the primary household decision makers especially when it comes to family meal choices. We also found that 35-55 year olds make up the majority of North American Facebook users meaning that social media could be an important part of this campaign.
The tagline for this campaign would be “KD for Life” and it would focus on the target market’s memories associated with Kraft Dinner — from their first meal in a residence hall to their first meal in their family home. Through television commercials and magazine ads, the target audience would be encouraged to share both recipe ideas and Kraft Dinner memories on Facebook, Twitter, Youtube, as well as on the Kraft Dinner website.
To address the rising emphasis on health foods in Canada, the target audience would be able to order a Kraft Dinner Recipe book titled “Kraft Dinner Creative Solutions” which would outline delicious and healthy food ideas for families and would be distributed with a coupon.
The experiential marketing portion of the campaign, titled “Kraft Dinner Food for Life” would involve the placement of a giant Kraft Dinner box in shopping malls across the country. Shopping malls are frequented by many people including members of the target audience and are often located close to grocery stores from which people would be able to purchase food to later donate into one of the boxes or to their local school. The school district that raises the most food per capita for their local food bank would be given $750,000 (“75″ was chosen to place further emphasis on the 75th anniversary).
My team’s excellent planning allowed us to complete the project ahead of time and begin preparing our 40 minute presentation of the IMC campaign. The presentation was creative and we were all prepared for the question period that followed.
This term project gave me insight into the amount of work and thought that goes into a IMC campaign. It allowed us to see first hand the importance of effective communication and planning in order to complete a presentation on time.