This paper examines the marketing challenge facing Kraft Foods Canada as declining sales of processed cheese slices coincide with a generational shift toward natural, organic, and sustainably produced foods. Millennial moms — a growing and influential consumer segment — tend to favor fast-casual dining and health-conscious choices over traditional processed products. The paper reviews past Kraft campaigns, outlines three primary marketing approaches (influencer marketing, user-generated content, and emotional/educational campaigns), evaluates alternative strategies including loyalty programs and experiential marketing, and proposes a multi-pronged solution emphasizing social media influencers, nutritional transparency, and eco-friendly packaging to capture the millennial demographic without alienating existing customers.
This case involves Kraft Foods Canada needing to target millennial moms who prefer less processed food and more natural, quality options. As the millennial population grows, sales of Kraft's processed cheese slices are declining. Kraft must find a way to market effectively to millennials without alienating the traditional families who still buy its products. Millennials overall tend to prefer fast-casual dining (e.g., Chipotle) over conventional fast food (e.g., McDonald's), and they require meaningful incentives to re-engage with a legacy brand like Kraft. This paper explores how to market effectively to this population.
Kraft Foods Canada is facing a significant challenge in targeting millennial moms who prioritize natural and organic foods over processed products. Sales of Kraft's processed cheese slices are declining as millennials shift toward fast-casual dining options and healthier lifestyles. To maintain its market share, Kraft needs to develop a strategy that targets millennial moms without alienating the traditional families who continue to purchase its products. Kraft must also address the growing demand for sustainably produced foods among this demographic.
In the past, Kraft has employed several relevant tactics. These included relying on influencers and user-generated content to jumpstart a campaign promoting Mio, as well as crafting an emotional appeal — such as pairing teddy bears with peanut butter — to encourage millennial moms to purchase more peanut butter. These precedents offer a useful foundation for developing new campaigns.
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 its products, or that reinforces the bonding experience of passing down beloved childhood foods — such as peanut butter — from mothers to their children. The company can use social media, email marketing, its website, and in-store promotional placements to communicate the benefits of natural and organic foods, or to strengthen emotional connections by selling complementary products (like teddy bears) tied to those shared experiences.
Loyalty program for millennial moms. Kraft Foods Canada can create a loyalty program specifically targeting millennial moms. By offering incentives and rewards for repeat purchases and referrals, Kraft can cultivate a loyal customer base and increase sales among the target demographic.
Cause-related marketing campaign. Kraft Foods Canada can launch a cause-related marketing campaign that aligns with the values and beliefs of millennial moms. By partnering with a charity or social cause that resonates with this demographic, Kraft can build a positive brand image and deepen customer loyalty. Research on cause-related marketing suggests that authentic alignment between a brand and its chosen cause is essential for this approach to succeed.
"Loyalty programs, cause marketing, experiential tactics"
"Recommended influencer, nutrition, and sustainability actions"
"Synthesized strategy to capture millennials, retain base"
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