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[UIUC] MACS364: Food Networks - S2014

Anita Chan, Author

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Part A:

-“The Food Chain’s Dominant Duo,” Betsy Spethman, May 6, 1996

-"The Kraftsman," Krafts Food Company, 1943-1967

-"J.L. Kraft: The Founder of Kraft Foods," Rebecca Vickers, 2005

Part B:
This was a commercial for Nabisco’s Anything Dressing. The thing that I really found interesting about this commercial was the personification of the food items and how it made a point of showing that consumers can use the product for things other than salad. I chose the commercial because it was more recent example for the brand in advertising and I thought it was a good example of a different look at how to market a product to give consumers more reasons to buy the product. In this case, it gives consumers a reason to buy the dressing as a condiment for foods other than salad. I think that the audience for this particular commercial has quite a wide range. It’s light and funny so it doesn’t have much of an age restriction but is definitely more understandable for anyone who has gone for a break up and can relate.

Wheat Thins is another food category for Kraft/Nabisco and they have a great advertising campaign called #MustHaveSquared. This commercial highlights one of their subcategories, Chili Cheese Wheat Thins. This commercial is noteworthy to me because of the randomness of the characters and storyline. It is funny, light, and catches the consumer’s eye when they watch it because they’re trying to figure out what is going on. This ad is definitely trying to emphasize light heartedness and make the brand seem so remarkable that everyone is doing everything they can to get their hands on a box. The audience is definitely a younger crowd probably ages 18-28. The interests of these consumers are going to be based on the eye catching ridiculousness and snack foods (like Wheat Thins).

This advertisement is a part of Oreo’s latest campaign, “Wonderfilled,” in honor of the brand turning 101 years old. What I find the most interesting of this ad is its simplicity. Oreo has a classic, simplistic approach that they have latched on to and while it still had the lightheartedness of the previous two, it differs from the other Kraft/Nabisco ads because it doesn’t try to attract the consumer with funny scripts and characters, instead it portrays a sweet, childlike effortlessness that attracts the consumer. For these reasons, I selected this particular advertisement. This campaign definitely emphasizes the simpler things in life that “celebrate the kid inside”. The audience is focused mainly on adults because the brand wants to convert everyday moments in the lives of adults into fun-filled childhood memories.

Here is a vintage commercial from the 1960s for Nabisco's Team Flakes.

Part C:
These few different advertisements I believe Howard Moskowitz would relate to very well. Some of his main focuses in his studies are on, one, what makes people crave certain foods, and two, why brands offer a variety of different extensions and advertisements to attract as many consumers as possible. Looking at the Wheat Thins campaign, their main focus is that the consumer “must have” the product. This strategy is to subconsciously put in people’s minds that they want, need, must have – and in Moskowitz’ words – crave Wheat Thins. As for his thoughts on variety among brands, the Wheat Thins ad also is an excellent example of horizontal segmentation by the brand creating extensions of itself (Chili Cheese Wheat Thins) to meet an even broader audiences needs. Additionally, the Anything Dressing commercial is also a terrific example of a brand offering variety. In this case, though, it is not simply an extension, but rather an advertisement that makes viewers see that the product meets supplementary needs and wants. Here the dressing is not just for salads, but it can be used for all kinds of different foods and the brand is specifically trying to emphasize this in their commercial. As Moskowitz states in the test, “The importance her was not simply to identify these two different mindset…[but instead] what specific messaging would drive purchase.”

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