Kraft Foods is using classical music to boost Canadians’ appetite for cereal.
The Kraft Canada division has increased sales of its Post Cereal adult brands with an on-pack CD of classical music. Three CDs pair music with nature sounds; a multimedia overlay lets consumers put the CDs in their computer to get more information on Post (in English or French), and to sign up for a number of Kraft’s CRM programs, including What’s Cooking magazine and a subscription e-mail newsletter.
The CDs are packed on 1.3 million cereal boxes across five brands: Shredded Wheat, Banana Nut Crunch, Honey Bunches of Oats, Cranberry Nut Crunch, Blueberry Nut Crunch. Promotional materials encourage consumers to collect all three CDs. Sugo Music, Foster City, CA, handled the CD giveaway for Kraft Canada.
Promotional boxes hit store shelves in December; results have been strong. Shredded Wheat—which gets no price-cut or display support—earned 50,000 pounds of incremental volume over two months, after several months with flat or declining sales.
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