It seems the people at Kraft have reached out to the hearts, mouths and temperatures of the American public in their latest soup campaign.
According to the New York Times, the campaign, which is estimated to cost Kraft more than $100,000USD, is a collaboration of JCDecaux North America; the Stove Top, MediaVest and Draft FCB. The campaign was executed in select Chicago bus stops over a month and as Springwise explain:
Kraft has already posted ads in 50 bus shelters around Chicago featuring the tagline, "Cold, provided by winter. Warmth, provided by us. It's a good night for Stove Top." Earlier this week the company went a step further and began heating ten of those shelters to give consumers within a little sympvertising in the form of relief from the cold. Next, beginning today and continuing for three weeks, Kraft will also be giving out samples of its Quick Cups at those heated shelters, for a dose of tryvertising as well., and also featured 'tryvertising' by handing out samples of hot soup.
While we haven't uncovered any measurement of the campaign, we would be very surprised if this investment didn't produce a fantastic sales result. The PR alone will have served them well.
Food for thought as the southern hemisphere heads in the chiller part of the year...
Thanks to Springwise.com for the original post and to NYTimes for original story.
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