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Mondelēz International
Timeless Holiday Favorites by HONEY MAID & NILLA - Kroger

RAN IN: United States

CLIENT
Mondelēz International

Stephen McGowan, RVP, Shopper Marketing & Strategic Partnerships
Jillian Durojaiye, Customer Director, Shopper Marketing
Gerald Dyrsten, Shopper Marketing Operations Manager

AGENCY
VMLY&R Commerce *Lead Agency

Annette Fonte, EVP, Managing Director
Kayla Ovington, Associate Account Director
Tony Brost, Associate Account Director
Manuel Bordé, Chief Creative Officer
Chad Ingram, Executive Creative Director
Jowita Kostek, Associate Creative Director
Will Wilson, Associate Creative Director
Rohan Mandelia, SVP, Head of Strategy
Daina Kiela, Copywriter
Garret Bader, Assistant Strategist


SUMMARY

HONEY MAID Graham Crackers and NILLA Wafers have a well-known recipe heritage but struggled to provide modern inspiration fit for trendy Kroger Millennial moms. The challenge was to ensure these brands found their place on today’s holiday table, and with only 8.1% of market share at Kroger, it proved to be a difficult task. It was key to reach these shoppers with recipe inspiration where they looked most: social media. The full activation won over Kroger shoppers and increased brand sales — growing the full category and gaining market share.

CASE VIDEO


Language: English