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Kraft
The Kraft World Cup Burger Joint

RAN IN:

CLIENT
Arla Foods

Karim Farid, Kraft Brand Lead | Cooking Cheese - MENA
Hend Raafat, Content Lead - MENA (Creative Studio Head)
Dana Malek, Project Manager (Content) at Arla Foods
Dafne Perez, Regional Head of Consumer Marketing MENA | Cooking brands and categories
Gokce Yazan, Regional Category Customer Shopper Marketing Manager MENA
Marie Hossatte, Head of E-Commerce MENA

AGENCY
FP7 Dubai *Lead Agency

Maria Lyan, Account Director
Jovir Alipio, Designer


phd dubai *Lead Agency


SUMMARY

During World Cup season, people are too busy with football. They go all in on ordering rather than cooking. This was a problem for Kraft Cheddar, a cooking brand that was competing with the might of delivery apps. When we discovered that the top item ordered during the World Cup was CHEESEburgers, we decided to go up against them: During World Cup season, Kraft will turn from a cheddar company to a burger joint. We beat delivery apps, achieving +60% off-take, +80% e-com sales uplift, 219M impressions, and 37M engagement.

CASE VIDEO


Medium Featured On Video: Digital Mktg. – Display Ads,Digital Mktg. – Influencers,Digital Mktg. – Short Video (:15-3 min.),Events,Retail Experience: In Store,Sampling/Trial,Influencer / Key Opinion Leader

Language: English