Kraft Dinner Hacks - Twist that Dish
Kraft needed to get their portfolio of products in the shopping carts of moms at the end of the month when money was tight. To address this, I created a series of mom hacks called "Twist That Dish" that showed cash-strapped shoppers how to stretch their budget in fun, creative ways that would keep the family happy—and prevent her from buying store brands. Plus, if they shared their own hack on social media, they could win a twist of their own -- $10,000 to remodel their kitchen.
Kraft sales saw an uptick of 2.5% above goal during the promotion
Website visits topped 100,000 in the first two weeks
Over 1,000 people submitted their own hacks for the $10,000 kitchen makeover
Two Golden Reggies
A total of 12 different in-store pieces were designed to show off the wide variety of applications of Kraft products.
From hot dogs on stanchion signs to Philly Cream Cheese on floor clings, shoppers saw a host of ways to Twist That Dish.
The "Twist That Dish" site contained scores of recipes, dozens of videos and countless tips and tricks to inspire. It also showcased all the entries into our "Give Your Kitchen A Twist" sweepstakes, where shoppers who posted their hacks could win a $10,000 kitchen remodel.