Kraft Barbecue Sauce:
For the Delicious Moments in Life campaign
Brief Summary
With the barbecue sauce market growing and more competitors coming onto the scene, how can Kraft Barbecue Sauce gain market share amongst category leaders?
Overview
For my thesis project in Temple University’s Strategic Advertising and Marketing Master’s program, we were tasked with creating a marketing and advertising plan for Kraft’s Barbecue Sauce. We worked directly with staff members at Kraft Heinz and M Agency. My team consisted of six individuals who contributed to our project’s success. After hundreds of survey responses, interviews, competitive research, and taste tests, the winning campaign was “For the Delicious Moments in Life” which was supported by a $1-3M marketing budget.
My role
Marketing and creative research, strategy, and design
The challenge
The process
The solution
Launch “For the Delicious Moments in Life” campaign with a $2.3M spend.
Impact
5% ROI with an increase in sales by $10.7M.
With the barbecue sauce market growing and more competitors coming onto the scene, how can Kraft Barbecue Sauce gain market share amongst category leaders?
Overview
For my thesis project in Temple University’s Strategic Advertising and Marketing Master’s program, we were tasked with creating a marketing and advertising plan for Kraft’s Barbecue Sauce. We worked directly with staff members at Kraft Heinz and M Agency. My team consisted of six individuals who contributed to our project’s success. After hundreds of survey responses, interviews, competitive research, and taste tests, the winning campaign was “For the Delicious Moments in Life” which was supported by a $1-3M marketing budget.
My role
Marketing and creative research, strategy, and design
The challenge
- Consumers are either not aware Kraft BBQ sauce exists or are not aware of its superior taste.
- The objective: Position Kraft BBQ as a delicious tasting sauce that embodies the values of family, community, and joy through consistent advertising and heightened social media marketing.
The process
- Competitor Research
- Analysis of Bull’s Eye, Heinz, Sweet Baby Ray’s, KC Masterpiece, and Primal Kitchen
- Market Research
- Over 300 consumers surveyed, 30 interviews, blind taste test
- Segmentation, Positioning, and Targeting
- Three audiences were identified, with “BBQ Regulars” being the primary. These Regulars are young professionals and young parents who consume BBQ sauce regularly, but aren’t brand loyal.
- Campaign
- Three campaign concepts were tested resulting in “For the Delicious Moments in Life” being the clear winner. This concept includes diverse imagery of modern families and friends, enjoying Kraft BBQ Sauce year round.
- Tactics
- This campaign is supported by a heavy paid, owned, and earned social media presence, a digital presence, traditional OOH advertising, coupons, and samples.
- Budget
- Included options for a $1M, $2M, and $3M spend.
The solution
Launch “For the Delicious Moments in Life” campaign with a $2.3M spend.
Impact
5% ROI with an increase in sales by $10.7M.
Interested in the complete marketing plan? Contact me.