In one of the largest giveaways in Kraft Foods history, Kraft through May will distribute more than 16 million free samples of belVita Breakfast Biscuits. The sweet, crunchy biscuits, which hit retail shelves on Feb. 6, are a new breakfast category for the company in the U.S., but have been sold in Europe for decades.
An integrated campaign to raise awareness and increase product trial and consideration includes the sampling effort as well as TV ads and other initiatives. Sampling will take place primarily in-store but also at health and fitness clubs, airlines, hotels, daycare drop-offs, through Twitter activations and at conferences.
Local police officers got the first taste of the biscuits in the U.S. through a partnership with the National Association of Police Organizations (NAPO) that sent samples to 128 police groups across the nation. The company also has aligned with cultural tastemakers, dubbed the “Power Up Pros,” who have created short films and inspiring photographs that illustrate their take on the belVita breakfast lifestyle. Power Up Pros include fashion photographer Meagan Cignoli; Luke Holden, owner of Luke’s Lobster in New York City; and fashion designer and illustrator Katie Rodgers. Their content is available on belVita’s Facebook page, www.facebook.com/belVita.
“Getting people to try our new kind of breakfast—the breakfast biscuit—is an important part of our plan,” Janda Lukin, director of innovation at Kraft Foods, told Buzz. “Through consumer testing we have found that once consumers try it, they like it.” Agencies: Pierce Promotions, Portland, ME, sampling and experiential; DraftFCB, New York City, in-store and consumer promotions.