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Kraft Coffee Retailer Leadership
Kraft was seeking a coffee category point-of-view to take to retailers to help elevate the aisle and to bolster the relevance of product across the segments. Kraft provided piles of internal research which we harvested to find insights and strategies that would energize the aisle.
After recognizing the categories constraints and opportunities, we established multiple themes with which to develop sets of thought starter engagements and tools to connect with shoppers in appropriate ways. Each theme featured its own look & feel, objectives, and tools.
Kraft and RTC presented our strategies to a number of grocery retailers to help them think differently about their coffee department. In some instances, like with ShopRite Grocery Stores, we were invited to apply our strategies to their specific needs and environments. Retailer specific strategies, plans, and designs were developed for individual chains to execute.
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