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Empowering the Kraft Consumer

iMedia Brand Summit

February 2004

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Business GoalCreative ExecutionsResults

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Business Goal

Grow topline volume through ownable, equity building food and nutrition messaging, content and functionality

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Defining The Strategic Value ConsumerIdea and Time Starved Cooks

MotivationI turn to the resourcesI can depend on eachand every time to give

me food ideas thatsave me time and makeme feel good about thefood I am putting on the

table for my family

InsightCooking for my family

is one of the mostimportant ways I can

show how much Ireally care for them

but it has to be simple

and delicious

Relevant Brand DifferenceEmpower any cook by providing simple everyday food ideas

Strategic “One Thing”An experience that gives me quick and easy ways to use my

favorite Kraft products my family already trusts and loves

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Consumer Insight At home or at work, Moms are challenged daily to come up with dinner ideas the whole family can enjoy

Solution Develop messaging that speaks to consumer mindset Employ time-driven messaging and day-part targeting to create relevancy Provides “real-time solution” for daily dinner dilemma Include offer to opt-in for future communications

Creative Execution: Everyday Food Simple

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Creative Execution: Seasonal/Holiday Messaging

Consumer Insight Consumers actively seek recipe

and party ideas to make the holidays special for their families

Solution Engage user in seasonal experience Provide value through themed

recipes and activities Showcase multiple Kraft brands Target placements two weeks prior to event

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Creative Execution: Cooking School

Consumer Insights Cooking is an exciting, yet scary, proposition for starter cooks

preparing meals on their own for the first time Consumers love to discuss and share recipes and cooking

techniques with friends and family

Solution Develop a “skill building” experience Utilize the functionality available within new IMVironments to reach

emerging cooks Enables users to control video play Provides tutorial and viral capabilities

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Kraft Cooking School IMV Demonstration

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Helping Consumers Live Better/Eat Better

Creative Execution: Counting Carbs

Consumer Insight Consumer wants to eat healthier

but it’s way too confusing Jell-O at 105 years old is as much

on trend as ever

Solution Demonstrate the depth and breadth of content Showcase contextually relevant content Showcase recipes from an American Icon that help you eat better if you’re counting carbs or calories Allow consumers to make their family a homemade dessert in minutes

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Creative Execution: Counting Carbs

Low Carb JELL-O Recipe

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Creative that Delivers

Empower

Engage

Demonstrate

Branding

Drove qualified traffic and customer acquisitions

3.5% CTR with a 25% Interaction Rate

150,000 active users per day

Double digit gains in purchase intent and unaided awareness

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Thank You!