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Kraft
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Breakthrough:
- Developed new positioning strategy of "just another
dip"
- Took Athenos brand on the road to food festivals and
other events, so consumers could experience the
"regular" flavor of Hummus
- Built awareness of new communication through non-traditional channels: web, events, and out of home
media.
- Drove trial and repeat purchases via sampling,
couponing, and recipe/usage recommendations
- Integrated promotions with content on leading food
and lifestyle sites
- Developed attention -getting POP that drove
incremental sales
Results:
- Reversed category decline
- Increased sales by more than 13%
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MS3’s challenge was to take an ethnic and exotic brand and help to
mainstream it
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