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Brand Anniversary Marketing - US
Three examples of marketing campaigns from FMCG or CPG brands celebrating anniversaries in the US include Kraft Food, Chicken of the Sea, and Mars Chocolate. All three brands celebrated a milestone anniversary and were able to create a unique and disruptive experience through their marketing efforts.
Kraft Foods Group: America's Favorite Cheese Brand Celebrates 100 Years
- Kraft Foods celebrated 100 years in collaboration with their cheese fans.
- The company also enlisted the help of country star Brad Paisley for their summer-long celebrations.
- In celebration of its 100th anniversary, Kraft created an integrated marketing program titled "For the Love of Cheese."
- Through its multiple brands, including Kraft Natural Cheese, Kraft Singles, Velveeta®, Cracker Barrel and Philadelphia Cream Cheese, the company offered fans the chance to win a lifetime supply of cheese and a VIP Brad Paisley concert experience.
- Fans were also able to earn a bonus sweepstakes entry by tweeting about what they would do for their love of cheese with the hashtag #fortheloveofcheese.
Links
- America's Favorite Cheese Brand Celebrates 100 Years
- For the Love of Cheese
Why the campaign was considered disruptive
- Kraft enrolled the country music superstar Brad Paisley to help spread the cheese love across the country. The company sponsored his 2014 World Tour that kicked off in Philadelphia on May 16.
- His fans were able to show their love of cheese in a variety of fun and engaging ways, including the opportunity to take part in Kraft's "Cheese-loving Karaoke," where fans sing along to some of Paisley's biggest hits and share their music video on social networks.
- Paisley also co-created and co-directed humorous videos in collaboration with Kraft to show his love of cheese.
- The company also invested in "For the Love of Cheese" signs and promotional displays in more than 25,000 grocery stores nationwide. The advertisement was also featured on more than 4 million Velveeta® packages.
Results of the campaign
- Kraft's "For the Love of Cheese" campaign is a winner in the 2015 Pro awards and received second place in Best Caused-based Campaign of 2015.
Chicken of the Sea celebrates its 100th anniversary
- In 2014, Chicken of the Sea celebrated its 100th anniversary as a leading provider of healthy and sustainable seafood with its “100 Years of Good” initiative.
- The San Diego-based company provides tuna, salmon and seven other varieties of seafood in cans, cups and pouches as well as innovative new products that build on the idea of seafood as a healthy ‘new’ protein choice in America.
- Chicken of the Sea wanted to try something different to celebrate its centennial to set itself apart from the competition.
- According to company executives, while the consumer is loyal to Chicken of the Sea, they need to be reminded of the brand’s long-standing history and commitment to operate a socially and environmentally responsible business.
- Therefore, rather than talk about itself for a year, Chicken of the Sea chose to celebrate its 100th anniversary by paying it forward.
- As such, Chicken of the Sea invited consumers to engage in an ongoing conversation by creating a contest to name the famous mermaid, providing $10,000 gratitude awards, and multiple traditional and social media efforts.
Links
Why the campaign was considered disruptive
- Chicken of the Sea partnered with Amusement Park to develop one of the largest cause-related marketing initiative in consumer packaged goods history. The advertisement was designed to boost awareness for the seafood provider through unique national media placements.
- A major initiative in this year’s national campaign has been the publication of the “Great American Gratitude Tour,” designed to take the brand’s iconic story, recipes, culinary traditions and pay-it-forward spirit to Americans in 39 cities throughout the country.
- Chicken of the Sea is also investing $1 million in gratitude awards to 100 charitable individuals and nonprofits to allow them to continue their grassroots community service.
Results of the campaign
- Four months into the tour, the groundbreaking “100 Years of Good” campaign and its Great American Gratitude Tour has helped build upon Chicken of the Sea’s stance as an industry leader while re-enforcing its commitment to American culture.
- The campaign was able to generate 1.7 billion impressions through television, radio, print and online outlets.
- Thirteen major U.S. markets (including Los Angeles, Chicago, NYC, Dallas and Detroit) have featured Chicken of the Sea in morning news shows as well as in newspapers, and magazines.
- National television segments were secured on Fox and Friends, Better TV and The Daily Buzz.
- The 100 years of Good campaign was also recognized in the 2015 Pro awards and received third place in Best Caused-based Campaign of 2015.
Mars Chocolate — M&M’S 75th Anniversary Campaign: "Celebrate with M"
- To celebrate their anniversary, M&M's decided to celebrate with their fans throughout the whole year.
- M&M’s 75th anniversary provided the backdrop for Mars to not only showcase the brand’s history but to create a modern experience completely centered around M&M’s most beloved asset: the spokescandies.
- Life-sized apartments were specifically designed for all six M&M’s spokescandies in NYC.
- The entire evening was capped off by an exclusive live performance of M&M’s 75th anniversary anthem “Candyman” by Aloe Blacc and DJ Zedd, right in the spokescandies’ living room.
- In 2016, M&M's launched one of the largest marketing campaigns in the brand's history: "Celebrate with M."
- The campaign featured star-studded events, product innovation, iconic collaborations and unexpected partnerships that cemented the brand's place in pop culture history.
- On February 29, M&M's announced that fans can follow the #CelebratewithM hashtag in social media to win epic birthday surprises, exclusive access to one-of-a-kind experiences, and the ability to determine the next M&M'S flavor to hit store shelves.
- The company focused on building brand awareness among Millennial and Generation Z consumers by introducing modern elements to classic themes.
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Why the campaign was considered disruptive
- More than 400 guests attended the party, including 140 media/influencers, whose shares resulted in 6.9 million impressions, with many sharing more posts than their original contracts.
- To ensure that those who could not make it to the super-secret apartments could have the same immersive experience, 360-degree videos were shot for each room to create an exact replica of the apartments using virtual reality.
Results of the campaign
- The campaign has generated more than 341 million impressions to date.
- Coverage of the 75th anniversary milestone appeared in top industry and entertainment outlets including the Today Show, USA Today, Adweek, CNBC, Parade, iHeartRadio, and Billboard.