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Kraft Canada readies KD Fun Shop promotion
By Adnews Staff
Kraft Canada will conduct a promotion later this month for its Kraft Dinner product line. The initiative will take the form of temporary retail locations in Montreal, Toronto and Vancouver at which consumers will be able to buy Kraft Dinner products using "fun" as a currency. Each "KD Fun Shop" will be open for three days and will carry products described by the company as "never-before-seen." Consumers will be asked to do something "fun" to pay for their purchases.
The Toronto store will be open from July 16 to 18 before moving to Vancouver from July 23 to 25 and then to Montreal from July 30 to Aug. 1. During the promotion, traveling installations called "KD Fun Kiosks" will also be located in each city to service consumers who cannot visit the stores. The campaign also includes social media activities.
"We're on a mission to encourage Canadians to let the fun out from coast to coast," said Kristen Eyre, brand director for Kraft Dinner at Kraft Canada. "The KD Fun Index helped us to understand the state of fun in Canada. What we found was that at any given time, only one in five Canadians are having it. Canadians are ready to have more fun. We're going to give it to them."