Category: Fast Moving Consumer Goods
Advertiser: KRAFT FOODS
Product/Service: PHILADELPHIA
Agency: PKP BBDO
Creative Head: Roman Sindelar (Proximity Vienna)
Creative Director: Christian Gosch (Proximity Vienna)
Art Director: Robert Dassel (Proximity Vienna)
Art Director: Karl Royer (Proximity Vienna)
Copywriter: Stefan Grgic (Proximity Vienna)
Designer: Florian Kozak (Proximity Vienna)
Designer: Anna-Pia Kubala (Proximity Vienna)
Account Director: Sabine Arrocker (Proximity Vienna)
Account Assistant: Daniela Gullner (Proximity Vienna)
Media placement: In-Store Promotion - Supermarket Receipt - 13 February 2012
Describe the brief/objective of the direct campaign.
For Philadelphia Cream Cheese, 2012 is ‘the year of cooking’. The year in which existing users should learn that Austria’s most popular spread should become an equally popular and convenient cooking ingredient.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Cooking requires a number of ingredients, which are customarily bought at a supermarket. We therefore launched a co-operation with one of Austria’s largest chain of supermarkets and developed entirely new computer software for their cash register system.
This is how the software worked: Whenever a customer bought a Philadelphia product, the receipt turned into a recipe. A customised recipe - consisting of ingredients from the customer’s purchase - was printed directly onto the receipt.
In addition, the customers themselves were asked to develop their own recipes and submit these to the website.
Explain why the creative execution was relevant to the product or service.
Cooking requires a number of ingredients, which are customarily bought at a supermarket. We therefore developed an entirely new computer software for their cash register system that generated a custom made cooking recipe from the customer’s purchase and printed it directly onto their receipt.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Just over 10,000 submitted recipes for a media budget of €0.
The campaign was a huge success - and 300 of the best recipes have been published in the form of a cookbook, which has gained immense popularity.
But most importantly: Within a few mere months, Philadelphia has advanced from a cream cheese star spread to an Austrian saucepan superstar.