Every now and then it's fun to take a company who is doing things right and make an example of them. This week, that company is Kraft foods. I've been meaning to write about a content idea of theirs for awhile now, one that does an excellent job of serving their target audience and also opening the door to draw a new audience.

Kraft Foods has always had an excellent web site absolutely full of recipe and food ideas. Kraft has long understood that if you want people to use your products, you need to help them know how to use them. They also understand the power of recipe branding. When people read a recipe that calls for "Kraft Macaroni and Cheese" a large portion of them will go buy "Kraft Macaroni and Cheese." (The rest of us buy whatever brand is on sale and substitute.)

Create Valuable Content by Putting a New Twist on an Old Idea

Of course offering up recipes when you are a food company isn't really surprising content. Most of the major food manufacturers do this. What Kraft did to take it a step further was to create a variety of "One Bag, Five Dinners" meal plans.

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The basic idea is to create a week's worth of dinners that are healthy, feature a variety of foods, yet require only one bag of groceries to make. That means repeats of the same ingredients used in creative enough ways you don't feel like you're eating a million versions of the same thing. It also means lower food bills because shoppers aren't buying an entire bottle of Italian dressing simply to get two tablespoons for a single recipe.

Kraft breaks the options down into Chicken and Beef bags, Chicken and Pork bags, Chicken and Seafood bags and "Healthy Living" bags, then offers a variety of meal plans for each type. Kraft has created 16 weeks worth of these meal plans, providing enough options to make almost any family happy.

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Kraft's One Bag, Five Dinners option is noticeable because it's different. It goes beyond the standard content we're used to being offered and puts a new twist on it.

Create Valuable Content by Offering Something Timely

Another reason Kraft's One Bag, Five Dinners series works so well is because it's timely. With a recession in full swing, millions of people who never used to cook are pulling out their pots and pans and dusting off their grandmother's recipe books in an effort to save money. The problem is, there's an entire generation of adults out there with very little experience outside the frozen food section at the grocery store.

Kraft recognized this. They knew more people would be starting to cook and they knew these budding home chefs would need some guidance. Offering up this new content gives Kraft a great way to create brand loyalty because they're the company swooping to the rescue with an easy solution.

The Kraft recipes are simple, they're quick to prepare, they're tasty and they include a full rundown of nutritional information. This is exactly what consumers are looking for as they tighten their belts and cut their take-out food budget.

Create Valuable Content by Giving Them Exactly What They Need, How They Need it

You might think Kraft could have stopped there. They served up some nice, juicy content bound to appeal to a broad audience. They didn't. Instead, they also offered up outstanding PDF content for each week's plan. Once consumers decide which week's plan they'd like to prepare, they can download and print out a PDF meal plan that includes a shopping list and detailed recipes with photos.

Kraft knew people were going to have to have shopping lists if they were going to remember every single ingredient. Why not create those shopping lists themselves to make sure people remembered to buy Kraft brand Italian dressing instead of store brand?

Reap the Rewards of Creativity

The One Bag, Five Dinners menu plan was such a simple twist on a classic content idea and yet it plays quite well. In fact, a quick Google search for "1 bag, five dinners" turns up nearly 600,000 results. I scanned through the first several pages and found everything from YouTube videos of the recipes to blog posts to forum posts raving about how convenient they are. Of course when you combine the links with all the great keyword content they generate, you've got some nice indexable content to run with.

Kraft does this one up right. Great content with a timely twist that creates linkable keyword rich content. Isn't that really what it's all about?


January 15, 2009





Jennifer Laycock is the Editor of Search Engine Guide, the Social Media Faculty Chair for MarketMotive and offers small business social media strategy & consulting. Jennifer enjoys the challenge of finding unique and creative ways to connect with consumers without spending a fortune in marketing dollars. Though she now prefers to work with small businesses, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children.





Comments(6)

Great article Jennifer. It helps businesses to see examples of things done well. I'm going to have to check out some of these 1 bag, 5 dinner things too :)

This is a brilliant marketing technique by Kraft! I like the message "exactly what they need, how they need it." If you come up short in one area or the other, your customers just won't care.

Thanks for sharing!

~Kimberlee

Including your own products into the recipes online is a brilliant tactic.

I found that the best marketing technique is by helping consumer to solve their problem. In this case, Kraft helps consumer to cook simple, fast, and delicious recipe which is in the end make the customers the products more.

Calvin Fredly

I really love this article; it's based on simple principles in Marketing Communications which have been 're-invented' to fit the current climate. Good job for the aricle and well done craft

This is totally interesting and very helpful for moms who are sticking to their monthly budget. This is a whole new marketing strategies and I like it.

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Search Engine Guide > Jennifer Laycock > A Content Case Study: Kraft Plays to Their Audience