Sabemos que te va a encantar. (We know you're going to love it.)
After almost six years without dedicated marketing efforts and ensuing declines in consumption, KRAFT set out to reconnect KRAFT Macaroni & Cheese with less acculturated Hispanics. The objective of this campaign was to reach Hispanics through in-language communications and prove the effectiveness of dedicated efforts in four local test markets. KRAFT surpassed expectations in its Hispanic-designated test stores with a four percent same-store sales lift, higher weekly per-store sales (+$28.31 for Blue Box SKU and +$51.67 for Total KRAFT Macaroni & Cheese), along with a 39 percent ROI above Hispanic TV Industry average (29 percent) and in-line with KRAFT Hispanic TV ROI benchmarks (41 percent).
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