Kraft Easy Cheese radio ad in Arabic

This is an example of a radio ad that we did for Kraft Foods.

Kraft Easy Cheese Promotion in press

Thanks to everyone for entering the competition in the Future, El Telegraph and Al Furat newspapers; and 2MORO, 2ME. and 2MFM. The winners are:

Zainab Reslan, Bondi
Najdat Gabo, Punchbowl
Joan Naiun, Sutherland
Munira Altabbah, Bexley
Renas Khoshnow, Heckenberg
S. Khachouf, Kingsgrove
Maria Maalouf, Guildford
Mantoura Khoury, Eastwood
Nisrine El Hashmawi, Greenvalley
Elie Naddaf, Mount Waverley
Issam Hawash, Bankstown

VEGEMITE 亞洲串燒明蝦

供4人用  準備時間: 15 分鐘      烹製時間: 6 分鐘

材料: 
1 1/2湯匙VEGEMITE
2茶匙切碎蒜頭
2茶匙切碎姜絲
2茶匙麻油
2茶匙油
1 1/2湯匙胡荽醬
1 1/2湯匙甜辣醬
500克生蝦肉(去腸)   
燒烤蔬菜伴碟用 

製法﹕
浸 -  把串燒叉子浸在滾熱開水中20-30分鐘。把VEGEMITE和蒜頭、姜絲、油、胡荽醬及甜辣醬混合成醃料。
串 -  把每一塊蝦肉在竹叉子上垂直串起來﹐塗上醃料後放入冰箱30-45分鐘。
烤 -  用中火燒烤蝦肉5-6分鐘直至熟透﹐間中翻一下﹔馬上用已燒烤好的蔬菜伴隨上碟。

Chinese steamed buns with Vegemite

This is an innovative product from one of MMM's clients, Kraft:

VEGEMITE馒头
做16个
准备时间： 2小时
烹调时间： 10分钟

食材：
1汤匙干酵母
1汤匙糖
1½ 杯温水
4杯普通面粉
3至4汤匙VEGEMITE用于涂抹

方法：
1. 将酵母、糖和1/3杯的温水混合在一起，放置15分钟直至发酵。
2. 将酵母混合物和其余的水搅拌在过筛的面粉里，然后和成面团。 （如果必要的话额外加一点温水） 。适当用力和面，直至面团表面光滑为止。
3. 将面团放入抹过油的容器里，用保鲜膜封好，放在一个温暖的地方约一小时，或面团膨胀了一倍。用力和面直至面团恢复原体积，再把面团放回容器里，盖好后放置20分钟。
4. 揉好面团，分成两份 。在铺有面粉的面板上将每个面团分别擀制成30 X 20厘米的长方形饼状，上面涂抹VEGEMITE，沿长边卷成圆柱形，涂抹层裹在里面。将面卷切成8段，切面朝上，间隔2厘米，放入抹过油的竹蒸笼。
5. 蒸10分钟，或直至馒头熟透。做好后立即上盘。

Kraft multicultural marketing project wins brand extension award

Vegemite won the Brand Extension Award at the 2009 National Australian Marketing Institute (AMI) Awards for Marketing Excellence.

Vegemite is an iconic Australian product, selling almost 23 million jars in 2008. However, household penetration had been declining for the first time in 20 years.

Kraft discovered that Vegemite wasn’t engaging with new Australians; children were no longer being brought up on the spread.

With the help of Multicultural Marketing and Management (MMM), Kraft developed a communication strategy that engaged with multicultural Australians – to ascertain if Vegemite could be extended into the diets of ethnic communities.

The City of Sydney Chinese New Year Celebration was chosen as a communication platform, as it engages directly with Australia’s largest ethnic group, the Chinese.

Engagement was focused on demonstrating how Vegemite could be incorporated into Asian recipes.

On-site cooking demonstrations, food tastings, product giveaways, recipe leaflets, plus feedback surveys were utilised to engage with festival attendees.

All materials produced were bi-lingual in Chinese and English. Consumer response was overwhelming, with participants surprised by the innovative uses of Vegemite as a cooking ingredient for Chinese dishes.

Approximately 12,000 people visited the Vegemite stall over three days of Chinese New Year events, and 2,000 surveys were conducted. A good per cent of non-Vegemite buyers to the stall are likely to buy the product due to the positive food tasting experience.

AMI’s Brand Extension Award is given to campaigns with planning and implementation that demonstrate measured effectiveness in improving total brand equity. This new equity must deliver sustained commercial benefit, rather than delivering short-term sales results.

Judge’s Comments

It is not very often that you come across an entry for an 85-year-old Australian icon in a marketing award. Being Australian born, Vegemite has been with me almost all of my life, and I was somewhat surprised to read that brand penetration was down by almost 10 per cent over seven years.

Although the identification of the problem appears to be simple, the solution adopted was imaginative and highly targeted. The solution, focused on taste within traditional cooking, provided an opportunity to obtain almost instant feedback that enabled activity to not only commence to claw back lower penetration but also provided an export opportunity.

I particularly liked the way in which the activity was used to provide feedback for future product development – a bonus!

- Excerpt from AMI Award Program