Case Study: Kraft Foods achieves 9% of Velveeta Shells & Cheese's annual incremental sales with Pandora For Brands

Pandora Drives 9% of Velveeta Shells & Cheese’s Annual Incremental Sales

Kraft Foods enlisted Pandora For Brands to bolster Velveeta Shells & Cheese as the go-to comfort food and drive shoppers into stores. Facing the challenge of convincing “Comfort Seekers” to keep Velveeta on-hand, Kraft sought a partner who could reach listeners throughout their daily routines and deliver value through engaging, audio-first executions and sponsorships on Pandora’s platform.

Pandora For Brands implemented a multi-touch audio campaign featuring a western-themed “liquid gold” message across audio, mobile, connected home/car, and display, plus a beta Sponsored Listening unit that offered an hour of ad-free listening and on-site sampling at Pandora’s Country Event. The program drove measurable results: it accounted for 9% of Velveeta Shells & Cheese’s annual incremental sales, exceeded Nielsen Catalina Solutions benchmarks for Kraft national brands (+3%) and the food category (+7%), delivered a 2X ROI, and generated over 1 million engagements with Sponsored Listening.

Kraft Foods