Kraft Enhancers
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Kraft Enhancers ⋆
For this renovation project, the client needed new mobile heroes, carousel images, an a+ page, and an Instacart page to reflect their new packaging and branding. Our job was to create these graphics and highlight the key benefits of their product.
the ask
For the mobile heroes, the main objective was to prioritize branding, product name, taste appeal, and size of the product. For the carousels, we wanted to highlight the flavor, texture, and usage occasions. The usage occasions are shown visually in majority of the images with various taste appeal options. They are also called out in the copy (Dip, Drizzle, Spread, Slather, etc).
mobile heroes and carousels images
Kraft Mayo
Kraft BBQ
Kraft Dressing
For the A+ page, we wanted to be consistent with the language being used in the carousels and other marketing materials for this line of products. The first module establishes the tone of the page with branding, a tagline, and a family shot of some of the top skus for this line. The second module speaks to the three main usage occasions with taste appeal images to reflect those actions. The third module is a collage of taste appeal imagery to show the wide range of options in this product family. The fourth module has four subgroups to reflect the four categories of products (Mayonnaise, Dressings, BBQ Sauces, and Condiments). Each group is represented by three products and live copy. The fifth and final module is a footer encouraging the consumer to purchase the product and establishes branding once again.
a+ page
For this Instacart page, we wanted to keep the same look and feel as the other marketing materials we have created for this brand. To start the page, we included a header to establish branding and the tagline for this product line. Then, the page is separated into three sections (Sauces, Dressings, Mayonnaise and Miracle Whip). Each section is represented by a key visual made up of taste appeal imagery, branding, and a copy line. The key visuals are paired with a copy blurb with a header and body copy that speaks to the flavor profile, texture, and variety. The footer module for this page includes hero products for each category and the main usage occasions (Dip, drizzle, & spread).
