Kraft increases investment in its digital media mix with a focus on nostalgia and millennial parents
Kraft is boosting its digital media mix with a focus on digital out-of-home, and is following the shopping habits of millennial parents in an effort to capture their attention where they spend their time.
The strategy follows Lactalis Heritage Dairy’s acquisition of the cheese division of the brand in 2021 from Kraft-Heinz. It’s Kraft’s first multimillion-dollar campaign following the acquisition, and the brand’s goal is to establish a strong connection with millennial parents, particularly during the spring and summer months.
According to Ken Padgett, marketing director of Lactalis Heritage Dairy, Kraft’s marketing strategy has been in the works for 14 months. In addition to preparing television and sponsored ads, Kraft has also taken an interest in digital OOH and social media displays to account for how consumer shopping habits have changed. For example, millennial and Gen Z now shop more often through apps like Instacart, Uber Eats and shoppable experiences on social media platforms Facebook, Instagram, and TikTok.