Kraft Foods Canada: Marketing to Millennial Moms
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.
- Introduction: Core problem: declining sales, millennial shift
- Background and Context: Market trends and past Kraft campaign examples
- Marketing Strategy Options: Three campaign approaches targeting millennial moms
- Alternative Approaches: Loyalty programs, cause marketing, experiential tactics
- Proposed Solutions: Recommended influencer, nutrition, and sustainability actions
- Recommendations and Conclusions: Synthesized strategy to capture millennials, retain base
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What makes this paper effective
- Clearly identifies a specific target demographic (millennial moms) and consistently anchors every proposed strategy to that audience's known preferences and values.
- Balances breadth and focus by presenting multiple strategy options and alternatives before narrowing to a cohesive set of recommendations, giving the analysis a structured decision-making feel.
- Grounds recommendations in concrete, real-world examples — such as the Mio influencer campaign and the teddy bear/peanut butter emotional appeal — lending credibility to the strategic proposals.
Key academic technique demonstrated
The paper demonstrates the classic business case analysis format: it states the problem, surveys background context, enumerates strategy options with reasoning, presents alternatives, and converges on prioritized recommendations. This mirrors the Harvard Business School case method, where students must move from diagnosis to prescription with supporting justification at each step.
Structure breakdown
The paper is organized into six logical sections. The introduction frames the core problem. The background section adds market context, including past campaign examples. The marketing strategy options section outlines three campaign types. The alternatives section presents three additional strategic routes (loyalty program, cause marketing, experiential marketing). The proposed solutions section collapses the options into three actionable recommendations. The conclusion synthesizes all threads and reinforces the dual goal of capturing millennial moms while retaining the traditional customer base.
Introduction
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.
Background and Context
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.
Marketing Strategy Options
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.
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