Project Overview

The arm of the corporation that handles business to business sales, Kraft Food Service caters to restaurants, diners and coffee shops, but also to large scale clients such as hospital, school and factory cafeterias.

With so many different sub-brand offerings on top of these multiple client types, the challenge was to use imagery and wording that spoke to the widest group of personas, maximizing the reach while staying true to the Kraft brand.

Examples of Magazine Ads

One of the best ways for Kraft to speak to their client demographic is through print advertising. Trade publications and catalogs, for example, cut the straightest line to speak directly to restaurateurs and administrators in larger facilities, opening channels for further dialogue through face-to-face meetings with sales staff or information gathering on the part of the client at a later time.