KRAFT FOODS | KRAFT DINNER WEB ROCKS YOUR WORLD

Kraft Canada wanted to expand the demand for its Kraft Dinner product beyond a "kids-only" offering to attract a new audience of teenage consumers. To achieve this objective, Kraft needed to change teens' perception of Kraft Dinner and engage this consumer segment. The creative concepts developed for Kraft ranged from the traditional template site to more innovative approaches such as the approved interface design displayed here. The concept behind the experience was the kitchen table: a simple menu system at the bottom of the screen allowed users to navigate from one area of the table to the next. The sections included recipes, promotions, history and a ‘what’s new’ segment. Contests were a frequent fixture, featuring games that allowed users to earn points to increase their on-site status and win prizes.