Kraft Share a Little Comfort
In response to a tough economy, three Kraft mac and cheese brands pooled their marketing dollars in order to create a larger impact than possible alone. Draftfcb created a cause-marketing campaign: Share a Little Comfort. An integrated campaign drove consumers to a website, where with one click, they could contribute to Kraft's goal of donating 1 million boxes of Kraft Macaroni & Cheese to Feeding America. Website included a recipe generator for combining on-hand ingredients with Kraft products to make great family meals. Consumers could also receive coupons and compare cost-per-servings of other family foods to Kraft products.Role: Helped develop initial cause marketing concept that served as basis of campaign. Art direction and design support as necessary. Won individual Above & Beyond award within agency for role and participation in project.
Skills:
- Design
- Photoshop
- Illustrator
