Kraft Foods Canada Case

Introduction

The case involves Kraft needing to target Millennial moms who want less processed foods (cheese) and more natural quality foods. Millennials as a population are rising and sales of Kraft processed cheese slices are declining. Kraft needs to find a way to market to Millennials without alienating traditional families who still buy its products. Millennials overall tend to prefer fast casual (Chipotle) to fast food (McDonald's) and they need incentives in order to come back to Kraft. This paper explores how to market to this population.

Background

Kraft Foods Canada is facing a challenge in targeting millennial moms who prioritize natural and organic foods over processed products. The sales of Kraft's processed cheese slices are declining as millennials shift towards fast-casual dining options like Chipotle and healthier lifestyles. To maintain its market share, Kraft needs to develop a strategy that targets millennial moms without alienating traditional families who still buy its products. Kraft also needs to address the growing demand for sustainably produced foods among millennials.

Some options Kraft has used in the past included relying on influencers and user-generated content to jumpstart a campaign to promote Mio. Other options it used were to create an emotional appeal like it did with teddy bears and peanut butter to get Millennial moms to buy more peanut butter.

1. Develop a social media influencer marketing campaign: Kraft Foods Canada can develop a social media influencer marketing campaign targeted at millennial moms. By partnering with popular influencers who align with the company's brand values, Kraft can reach a wider audience and create brand awareness among the target demographic.

2. Launch a user-generated content campaign: Kraft Foods Canada can launch a user-generated content campaign that encourages customers to share their experiences with the company's products on social media platforms. By creating a branded hashtag and running a social media contest, Kraft can engage with customers and increase brand loyalty among millennial moms.

3. Create an educational or emotional marketing campaign: Kraft Foods Canada can create an educational or emotional marketing campaign that highlights the nutritional and organic qualities of...…influencer and user-generated content marketing to reach millennial moms. The company can partner with popular social media influencers and mom bloggers who align with its brand values and create engaging content that showcases its products in a natural and authentic way. Kraft can also encourage customers to share their experiences with its products on social media platforms by creating branded hashtags and running social media contests.

Highlight Nutritional and Organic Qualities of Its Products

Kraft Foods Canada should highlight the nutritional and organic qualities of its products to appeal to health-conscious millennial moms. The company should clearly label its products as organic and natural, and provide information on the nutritional value of its products on its website and packaging.

Emphasize Sustainability and Eco-Friendly Design

Kraft Foods Canada should emphasize sustainability and eco-friendly design in its product packaging and marketing materials. The company can use recyclable materials for its packaging, and include information on its sustainable production methods on its website and packaging.

Recommendations/Conclusions

Kraft Foods Canada faces a significant challenge in targeting millennial moms, who have different priorities and…