Kraft

The Company

Kraft Foods Incorporation is an American Food Company, founded 1903 in Chicago, Illinois by James Lewis Kraft. He immigrated into the USA from Canada and started a cheese business. James Kraft was soon joined by his brothers, forming a new and bigger company. They were the ones who invented pasteurized processed cheese of which they sold millions of pounds to the U.S. Army in World War I. In 1927 the company entered the European market and became internationally successful. Over the years it merged with all kinds of food companies and thus extended its range of products with chocolate, biscuits, beverages and many more.

Kraft’s revenue accounted $54,365 billion in 2011. It sells in about 170 countries, owns circa 180 brands, whereas 12 of its brands earn more than $1 billion worldwide and many of its brands are over a century old.

The company is engaged into a vast field of charity work, most of them are somehow connected to food. They donate for children’s hunger, provide sustainability in their product and its ingredients’ origin and they include workplace safety as part of their business plans. What may seem a little paradox at first sight, is their support of initiatives to educate consumers on nutrition and physical activity and their fight against obesity. Since they are selling all the unhealthy products that contain so much sugar and fat. But from an economically point of view these campaigns are very clever, because the company tries to turn their image upside down. From selling mostly sugar and fat into making the world a healthier place by letting the people know how to live healthy. This emphasises the company’s concern about their consumers. Which further leads to a brand-consumer-bond. 

Company Commercial

Kraft USA

Kraft Europe

These videos are no product commercials but image commercials. The two of them do not differ a lot, the main difference is in the shown products. They chose the local brands of cheese and sweets, the ones that are more common and known in the  target group (Europe vs America). The commercials are very playful and colourful and the music is happy and motivating. The food seems to make life more easy-going and an enrichment to daily life. Thus Kraft tries to establish a positive, young, modern and happy image of their company.