Carol Fitzgerald of BuzzBack and Amelia Strobel of Kraft gave their story of "Exploring Dimensions of Delicious with Kraft Foods" in the Explor Awards track this afternoon.
The project developed in order to build a corporate theme for Kraft. They wanted to develop a company positioning around the idea of: "make today delicious."
They wanted to know how they could communicate delicious and whether or not there was an emotional connection to a theme that tied closely to food.
They used a variety of techniques offered by Buzzback and found that delicious is: warm, intimate, and highly positive. They have extended "delicious" throughout their organization and are now sponsoring "Make a Delicious Difference Week" working with two organizations: Feeding America and Save the Children.
Please view the video because every view helps feed the hungry....
April Bell
1 comments:
Hi April. I also got to sit in on this presentation at the conference and thought it was very interesting. We had the pleasure of speaking at my booth. My name is Josh, and alongside my co-worker Dave pitched you on our Emotional Monitoring qualitative technique that you thought could be a good fit with the energy company you are working with. Anyway, just wanted to say hi, and say I liked your play by play blog following around the conference. Look forward to hopefully hearing from you in future.
Josh Monroe, The Pert Group
joshua.monroe@thepertgroup.com
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