Kraft Promotes Bagel-fuls with Sampling, Tour

Kraft is kicking off a sampling campaign today to promote its newest breakfast product, Bagel-fuls.

The company is using sampling as a major hook to drive trial and boost sales of its latest innovation, bagels sticks filled with Philadelphia Cream Cheese.

Today, Kraft is slated to take over a Manhattan bagel shop, Bagel & Bean at 1710 Broadway between 54th and 55th streets and temporarily re-name it the “Bagels-ful Café.” Reps on hand plan to distribure free samples to customers from 6 a.m. to 2 p.m.

Joy Behar, co-host of ABC’s “The View” is also scheduled to pitch in and distribute Bagel-fuls to customers, Basil Maglaris, Kraft spokesman, said.

Street teams will deploy branded pushcarts throughout New York City to offer free samples as well.

“Sampling gives people an opportunity to try it themselves,” Maglaris said. “When they do try it, they typically like it.”

Following the New York event, Kraft will embark on a tour of more than 20 citites with the pushcarts and branded trucks to dole out samples through the summer. Stops include Dallas, Chicago, Orlando, FL, and Atlanta. About 275,000 samples will be distributed in all.

It’s the on-the-go consumer Kraft is trying to target with its new offering.

A recent survey found that nearly 70% of moms said the availability of quick and easy options is the most important characteristic when preparing breakfast for their family. Other important breakfast traits include offering wholesome products (54%), something that tastes great (50%) and warm at (36%).

More than 60% of moms said they would eat breakfast more often if their favorite options were available on the go, according to the Impulse Research survey, which polled 1,061 women 18 and older in January.

Kraft Bagel-fuls, which will have nationwide distribution this month, comes in five varieties: Original, Cinnamon, Whole Grain, Strawberry and Chive. Bagel-fuls are available in 10-oz packages containing bagels and retail for $2.39 each.

TV spots will break later this month supporting the product.

Momentum Worldwide handles the promotion, Edelman oversees PR, The Kaplan Thaler Group is in charge of advertising and MediaVest is responsible for media buying.

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