"Snacking is clearly on the rise, and Kraft identified an untapped opportunity in the cheese section," said Tyler Williamson, brand manager for Northfield, Ill.[image-nocss] -based Kraft's cheese business.
Kraft Foods engaged Santa Ana, Calif.-based Display Boys in February 2008 to reinvent the snacking section of its retail cheese aisles in recognition of the broader snacking category growing to more than $90 billion. Display Boys developed the new Kraft Snacking Cheese Center, a branded structure that allows for easy navigation; builds a relationship between the consumer and the brand, as well as between the brand and the retailer; and creates a "one-glance" interaction.
The rollout began in October 2008 and is expected to be completed by the end of the year.
"In general, with 30% of shoppers around the world waiting until they're actually inside the store to decide which brand they'll buy, it is critical to be forward-thinking and consider designs that fill the needs of the consumer, brand and retailer simultaneously," said John Riley, co-founder and vice president of Display Boys. "We've worked with Kraft in the past to reinvent their coffee and pizza aisles, developing a distinctive P-O-P [point-of-purchase] destination site that draws the consumer's attention to both brand and product. It's a success story we hope to repeat for Kraft in cheese."
Research shows consumers who buy cheese have significantly longer shopping trip times versus noncheese buying shoppers (40 minutes versus 24 minutes). Display Boys' strategy in the aisle reinvention initiative was to design a visual structure that would directly engage consumers and potentially convert in-store traffic into actual shoppers.
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