COOKINGWITHDRAFT.COM TAKES IT LOCAL

Using a combination of products, Kraft, LU, Cracker Barrel and Publix teamed up to create a selling opportunity for themselves and a delicious appetizer for its customers. The promotion was titled, “CHEESE loves COMPANY,” but from a brand strategy perspective it could be called, “MORE BRANDS equals MORE RETAIL SALES.” Let’s consider the not so obvious from the consumer’s perspective.

Kraft Foods makes cheese. Cracker Barrel sells their own brand of cheese. Kraft Foods owns Cracker Barrel. LU makes crackers. Kraft Foods owns LU. Because of these factors and many others Publix welcomes a cross-promotion of this kind from Kraft Foods.
By grouping together several complimentary products in a promotion, a marketer can sell more of its products, particularly when they are well-balanced.

________________________________________
Tom Wants To Hear About Your Branding Issues: Tom Marin, Managing Partner of MarketCues, wants to hear from you! Follow MarketCues on Twitter for branding and social media tips - as well as the latest trends. Tom also welcomes emails, new LinkedIn connections, calls to 407.330.7708 or visit www.marketcues.com. How can he help solve your branding issues?

Note: If you are a printing company or product/services company serving the print-media market, and would like to be considered for a feature in this blog, please contact Tom Marin for an interview.