Kraft Foodservice - Kraft Works - B2B CRM Program - Integrated
With competition heating up from companies such as Sysco and Gordon Foodservice, Kraft Foodservice needed a competitive edge. This edge came in the form of Kraft Works, a CRM program that first launched as hard copy brochures then turned into a digital program including a member website and personalized emails. The Kraft Works program targeted small and medium sized restaurants with the promise of a fresh take on building their business. Kraft Works focused on three key pillars: recipe creation, products, and marketing ideas to help build their business.
Kraft Works website (kraftfoodservice.ca) & email campaign.
Target: Small and medium sized restaurants.
Insight: Competition from brands such as Sysco and Gordon Foodservice offered product parity for less.
Challenge: Challenge price by offering value over and above what their competitors have in-market.
Concept: Kraft Works B2B CRM Program
Solution: Ongoing CRM program that offers special product discounts, new product info, recipe and menu creation strategies, and marketing tactics to help build their business.