KRAFT FOODS US CANADA MEXICO EMAIL PROGRAM
We were tasked with developing an email strategy and design that reflected the priorities of both the corporation and the individual brands of the Kraft Foods family. The email program was one component of a holistic redesign that also encompassed web and print collateral. The result was a contemporary and consistent look and feel that ensured a seamless experience across all media and allowed food enthusiasts and advocates alike to collect and share the latest recipes, products and food ideas. Based on registered user information, emails were customized to create a personalized end-to-end user experience. This redesign included the US, Canadian, and Central and South American markets. As a result, Forrester Research ranked the Kraft Food and family program as North America's #1 CPG (Consumer Packaged Goods) email program in 2006. Kraft's food & family email and web engagement metrics were 2-4 times higher than industry average for similar programs. The program gained participation of over 10M permission households within North America.