| Kraft® Taco Bell Home
Originals®
Staying “On-Track” with
a Unique Taco Holder
Background
The amigos on Kraft’s TACO Bell
Home Originals brand team wanted to create an innovative
premium promotion, for in-pack. The original plans were
for a taco related item. However, with Kraft’s corporate
commitment to NASCAR, and the brand team’s desire
to support the licensing partnership, the promotion evolved
into a tie-in with Nascar.
Objectives
- Encourage incremental sell-in to retailers
- Incent purchase frequency
- Encourage trial of newer and/or lower
producing SKUs
- Differentiate the brand at point of
sale
Challenges
- Design premium go fit as an in-pack
within package parameters
- Ensure premium’s full compliance
with FDA test and regulatory standards
- Produce premium inexpensively
- Source stickers that are both food compliant
and able to withstand the 190°F heat of the packaging
process
- Engineer package insertion plan that
will not affect the delicate taco shell product
- Work with the strict licensing agreements
of NASCAR/Rousch Racing and Taco Bell Home Originals
Solutions
- Taco holder was designed to look
like a NASCAR racing car
- Special food compliant, heat resistant
stickers were created with sponsor and driver logos
to add authenticity and enhance “fun” factor
- Cars were packed in open position, due
to space constraints
Results
- Promotion was so successful that program
was expanded to five different licensed cars and drivers
- Incremental sell-in objectives were
achieved due to the trade’s excitement over the
value-added in-pack
- Key accounts substantially increased
their buy-in
- Purchase frequency goals were achieved
- Premium directly tied in to product
usage and solved a consumer need, resulting in a huge
positive consumer response
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