2010 Winners & Shortlists

Results and Effectiveness

5,100 recipes submitted (2,100 online and 3,000 in-store) over just 6 weeks (Source: Online – Google Analytics; In-Store: Kraft Trade Marketing) Volume share of Kraft Cheddar increased by 5.7% points vs. SPLY (Source: AC Nielsen Retail Audit) 169,000 page views on the micro-site with an average of 7 minutes spent per user (Source: Google Analytics) USD 110,000 worth PR value delivered (Source: Golin Harris)

Creative Execution

Cooking shows have become clichéd, and we wanted to stand out. Invitations were delivered via short videos on Fatafeat for 6 weeks. Housewives were able to send their recipes through a branded micro-site on the Fatafeat portal or through an in-store activation across all GCC markets. To further excite housewives, we also staged on-ground ‘cook with a chef’ events. The 10 winning recipes were then given their own ‘moment of fame’ – for the first-time ever in the region, Fatafeat’s professional chefs turned these into branded vignettes and aired them for a month, making stars out of these everyday housewives. And, most importantly, each recipe carried the name of its creator, and, we put the 10 winning recipes onto a DVD which we gave away at POS, helping to lodge their name into the cooking hall-of-fame forever.

Insights, Strategy and the Idea

Kraft Cans was increasingly being perceived as old-fashioned. We had to reposition it by convincing Arab mothers that it’s a modern and versatile product. The Arab woman secretly craves fame and recognition, but can only dream of it in a society where her self-expression is restricted. Recognition for these women is not measured in monetary terms but something with an emotional significance. Our strategy was to turn the everyday housewife into a household name by creating a platform where she could use her passion for cooking to earn her ‘moment of fame’. To do this, we partnered with Fatafeat, the region’s one and only food channel, to create ‘Recipes to Fame’ – the Arab world’s biggest recipe challenge, inviting women across the region to send in their favorite recipes using Kraft Cans.