Kraft Foods: Jacobs Coffee

Kraft Foods gets a taste of mobile advertising success with Jacobs 3in1

The client – Kraft Foods

With revenues of $34 billion, Kraft Foods Inc. is one of the world’s largest food and beverage companies. Kraft products include many of the world’s best-known household brands, over 40 of which are more than 100 years old. The company has more than 90,000 employees and 159 manufacturing and processing facilities worldwide. Jacobs is one of Kraft Foods’ major coffee brands. It has been popular with German coffee drinkers since 1895.

The challenge – Encourage trial of new product

Kraft Foods’ campaign was designed to encourage coffee drinkers to trial the new Jacobs 3in1 ready-made coffee mix. The company felt that mobile users would be of the right profile to be inclined to test the new innovation.

The solution – A test mobile advertising campaign

Kraft Foods‘ mobile agency YOC AG, which produced the company’s first WAP portal, approached Nokia Interactive Advertising with the idea for the campaign. They quickly agreed on a series of test advertisements to be delivered to suitable users across Germany via the Nokia Media Network.

The results – 10% average CTR

The results of the test campaign were very encouraging, achieving a click-through rate of 10% across the initial 100K impressions. Kraft is looking forward to rolling more mobile campaigns in the future.

To see mobile advertising in action, please visit nokia.mobi/advertising on any mobile device.