Kraft Singles Celebrates Mother’s Day with Samples, Gift Coupons
Promo
May 7, 2008
Still looking for
a Mother’s Day gift? Kraft has an option: grilled cheese
sandwiches.
Kraft Singles is teaching kids and husbands how to make
the sandwiches by offering in-store cooking
demonstrations topped off with samples of the finished
product. Reps will visit select grocery stores through
May 11. During the demos, in-store TV will feature Kraft
Singles’ “Have a Happy Sandwich” ad.
More than 675,000 samples will be distributed. In
addition, Kraft reps are also handing out 250,000
Singles Savers, special square tubs used to store Kraft
Singles Cheese.
“For many people, the first grilled cheese sandwich they
ever had was one prepared by mom,” said Kraft spokesman
Basil Maglaris. “Kraft Singles is providing fun ways to
help children, fathers and husbands celebrate moms and
all they do.”
The firm is also teaming up with American Greetings.
In-store, the greeting card company is giving out free
Happy Mother’s Day “Grilled Cheese Sandwich” gift
certificates, which kids (and husbands) can give to mom
on her special day. Each comes with cooking
instructions. It’s also supporting the promotion with
in-store signage in its greeting card section.
Online at http://www.AmericanGreetings.com, kids can
send free Kraft Singles-branded e-cards to mom with
customizable coupons. The coupons can be redeemed for
everything from a grilled cheese sandwich and a kitchen
clean up to a hand-drawn picture or a week of bed
making. Husbands, too, can send e-cards with their own
coupons for countless compliments, a romantic
rendezvous, or trash takeout. Banner ads support the
effort.
Print ads in Sports Illustrated and in select women’s
magazines also include a “Grilled Cheese I.O.U” voucher
for moms.
Ogilvy Action is handling the promotion, sampling and
American Greetings partnership. Digitas handles the
online portion of the campaign, while Nitro is
responsible for the creative/advertising.