iSNACK LAUNCH
When the Australians’ favorite food emblem, Kraft’s Vegemite had run the “How Do You Love Your Vegemite?” campaign, on social media and local communities, the results that showed up were exceptional. It was the largest marketing campaign Kraft has ever made. The key insight that Kraft had noticed, as a key result of campaign was that Vegemite users loved using it while mixing it with other foods like avocado and tomato. And for the classic portion of mothers and children in Australia and New Zealand, Vegemite was mixed and eaten with Philadelphia Cream Cheese (which is also a Kraft’s well-known brand). This mixture’s recipe, from the consumer’s perspective, was a healthy choice. This made Kraft to think upon a product that was smoother and easier to spread. It wanted to make a lower-fat product. Resulting, the Vegemite-cream cheese combination had been released into the market. From the Kraft’s bureau, this was a remarkable move they’d made in order to bring out something that’d be loved by most of the Vegemite lovers. Kraft witnessed a sale of 2 million jars. This mixture was initially launched namelessly. Later, the “Name Me Campaign” that …show more content…
In order to sustain in the different markets and retain the core values of the brand, it is always something that has to be delivered to the audience more than just what they expect and more than just a product. The situation that Vegemite had fallen into is non-commendable. Having heard such an unexpected market response to the launch of iSnack 2.0, the brand team should either change the name of the new Vegemite to something which people love or to stick to the name and promote the concepts and quality behind the product. There are again two possibilities. The consumers would either accept the name in long run, digesting the concept and healthiness behind the new Vegemite or the consumers’ number would fall off without bearing the
When the Australians’ favorite food emblem, Kraft’s Vegemite had run the “How Do You Love Your Vegemite?” campaign, on social media and local communities, the results that showed up were exceptional. It was the largest marketing campaign Kraft has ever made. The key insight that Kraft had noticed, as a key result of campaign was that Vegemite users loved using it while mixing it with other foods like avocado and tomato. And for the classic portion of mothers and children in Australia and New Zealand, Vegemite was mixed and eaten with Philadelphia Cream Cheese (which is also a Kraft’s well-known brand). This mixture’s recipe, from the consumer’s perspective, was a healthy choice. This made Kraft to think upon a product that was smoother and easier to spread. It wanted to make a lower-fat product. Resulting, the Vegemite-cream cheese combination had been released into the market. From the Kraft’s bureau, this was a remarkable move they’d made in order to bring out something that’d be loved by most of the Vegemite lovers. Kraft witnessed a sale of 2 million jars. This mixture was initially launched namelessly. Later, the “Name Me Campaign” that …show more content…
In order to sustain in the different markets and retain the core values of the brand, it is always something that has to be delivered to the audience more than just what they expect and more than just a product. The situation that Vegemite had fallen into is non-commendable. Having heard such an unexpected market response to the launch of iSnack 2.0, the brand team should either change the name of the new Vegemite to something which people love or to stick to the name and promote the concepts and quality behind the product. There are again two possibilities. The consumers would either accept the name in long run, digesting the concept and healthiness behind the new Vegemite or the consumers’ number would fall off without bearing the