Partnership

Clients  Kraft/Kroger/Pinterest

Challenge
Create relevancy to Kroger's Millennial Shoppers online and in store by leveraging the "made with JELL•O•V•E" campaign to drive awareness of trending JELL-O content as well as traffic to Kroger's InspiredGatherings.com. For the first time, Kraft partners with Pinterest as a beta test to connect and inspire the Millennial Shopper to use JELL-O and drive her center store.

Insight
Millennial Shoppers are shifting to other convenient baking and dessert solutions as they feel JELL-O doesn't offer relevant or inspirational content for her and her family.

Idea
Re-invent family time and fun when you create something new with JELL-O.

How it works
By leveraging the fun, colorful campaign, "made with JELL•O•V•E", Kraft shows her top trending desserts/recipes she can do with her family from one of her favorite inspirational resources, Pinterest. Exclusive JELL-O recipes were also made just for Kroger's Pinterest page along with creating occasion-based ideas to help drive online traffic to Kroger's site, InspiredGatherings.com to help her create more smiles, more fun, and more family time.

Results
Kraft and Kroger decided to continue the Pinterest partnership as it was very well received and is planning on how to build further to continue its success.