Allison Bullen's Blog

Kraft Foods Group company ‘Jell-O’ have had sales fall 0.45 percent to 154 million dollars. The decline in sales has caused marketers for the company to create a new campaign for Jell-O. The company’s goal is to reestablish what their core purpose and motto ‘food for fun’ really means. Kraft will be ending the recent adult-targeted approach and will refocus on families and fun. One of Jell-O’s new ads (https://www.youtube.com/watch?v=gporNcuC76M) shows the attempt at targeting families in a humorous manner. It shows a father and his son, bonding over Jell-O pudding while the father explains that the “the chocolate taste of Jell-O pudding” makes up for all the adult struggles he goes through. One fault for a decline in sales is the reduction in marketing and advertising. Measured media spending fell by more than half to 15 million dollars last year. However as a part of the new campaign, marketing spending on Jell-O will double, which includes money spent on television, print and digital ads. With Kraft Foods’ new slogan targeting a new age range and the recalculation of where their money will be spent, will the brand be able to reverse their sales? Although it has taken the company some time to announce their new campaign, it is here now and as Kraft CEO Tony Vernon says in an interview, “… it takes time to develop great advertising”.