kraft canada is in the center of an integrated advertising campaign for its p&rsquotit québec and cracker barrel natural cheese brands that also include new flavors and packaging. in january, the food company unveiled its peel and reseal pack for its cracker barrel varieties. kevin smith is the senior brand manager. he said the thought behind the new packaging was to launch a pack format that would stand out at shelf, create excitement for retailers, and be easier for consumers. kraft conducted a research to understand customer buying habits around block versus sliced cheese. this research showed that the main motivation for buying sliced cheese was convenience. he said that, as consumers are looking for convenience, it was also decisive that the packaging mirrored their requirements, and the peel and seal make it quick and easy to get cheese slices and keeps the cheese fresh. along with the package revamp, kraft also launched light medium and havarti cracker barrel cheese in the sliced format, and mozzarella and swiss in slices for p&rsquotit quebec. packaging for other products such as the brand&rsquos block cheese has also been revamped with a more updated, bold white typeface and design. this effort is supported by kraft in english canada with 15 and 30second television advertisements that continue the &ldquowelcome to wholesome&rdquo positioning that the company launched in 2009. the spot revisits the fictitious city of wholesome where cracker barrel cheese is always made without any artificial preservatives and antibiotics. meanwhile, englishonly print advertisements focus on the product benefits regards to the convenience of cheese slices while emphasizing the new packaging. smith said that they really wanted to develop a visual that would catch the attention of readers as they were flipping through the magazine. to show how cracker barrel slices makes life easier in really terms, the advertisements also brought to life real food usage instances, like making a sandwich. while mediavest handled the buy, draftfcb developed the creative. source of information httpwww.marketingmag.canewsmarketernewskrafttoutsnewproductspackagingforche…
