Kraft brands String Cheese and Polly-O String Cheese have partnered with Crayola to launch a back-to-school promotion which will run till October.
During the promo period all buyers of the string cheese brands and their respective cheese will get a coupon inside each cheese package good for $3 off Crayola products. The package design of the cheese products was changed to resemble Crayola’s iconic crayon boxes and each cheese stick’s wrapper is stylized as a Crayola crayon in different colors.
“The goal is to ‘disrupt’ the string cheese shelf with unexpected packaging that leverages Crayola’s equity, in combination with a great consumer offer,” said Camille Vareille, brand manager, cheese snacking for Kraft Foods.
The campaign targets moms of kids 6 to 12 who are concerned of what their children eat at school. Kraft offers healthy snacks in a fun package that can be enjoyed at school breaks. Kraft Foods markets the Kraft-branded string cheese and Twists products west of Pittsburgh, and the Poly-O-branded products east of Pittsburgh, says Marketing Daily.
The promotion includes in-store displays, banners and shelf-talkers. Web site cross promotions is rolled out on KraftBrands.com and Crayola.com, also offering free downloadable kids’ activity pages (on Crayola web site), and links into string cheese recipes (on the Kraft site).
Kraft also rolls out a Facebook and Twitter activity and invites 30 ‘mommy bloggers’ to use coupons and Crayola products as prizes in reader contests in posts about the promotion. On Facebook, paid targeted ads will also appear, while print ads will feature in Kraft Foods’ Food & Family Magazine.
KRAFT Mac and Cheese brand is currently running another children-oriented promo which offers them to use an iPad app to save thousands of boxes of KRAFT Mac used for macaroni art.