Kraft Athenos Case Study

CHALLENGE

Consumers were rejecting Kraft's Athenos Hummus and Feta Cheese as unknown or too foreign.

Solutions

Reposition brand to be "less ethnic and exotic" by crafting a new identity for Athenos. Target women who entertain often, positioning Athenos Hummus as "just another dip!"

• Build awareness via new communication strategy primarily utilizing non-traditional media (web and out of home media)

• Educate consumers on the category/product to overcome penetration barriers (what is it, how do I use it, where is it located in store)

• Drive trial & repeat purchase via sampling, purchase incentives and usage communication.

• Integrate promotions with content appropriate leading food website, women's portals and other relevant lifestyle sites.

• Products were sampled at High end food festivals through prepared recipes.

• At retail, sampling and POP drove product sales

Results

• Reversed category decline.

• Increased sales by more than 13%.