Case Study: Kraft boosts Boston brand awareness with Lamar Advertising out-of-home campaign

Kraft - Customer Case Study

Kraft wanted to build awareness for Back to Nature cookies and crackers in the competitive Boston market, especially among college-educated moms ages 25-39 who were not yet considering it versus brands like Kashi, Annie’s, and Cascadian Farms. Lamar Advertising Company helped Kraft address the challenge with an out-of-home campaign centered on reaching consumers near the point of purchase.

Lamar Advertising Company deployed a mix of bulletins, wallscapes, 30-sheets, transit shelters, subway 2-sheets, taxi tops, trolley wraps, and street teams across Boston from September 6 to October 31, 2010. The campaign delivered more than 56 million eyes-on impressions among women 25-49, while brand ambassadors distributed 13,000 coupons and samples of Choc Chunk Cookies each weekend, helping drive awareness and buzz for Kraft’s Back to Nature brand.

Kraft