food

Kraft Takes Stove Top To The Streets, Bus Shelters

Stove Top quick cups

In the Windy City this month, frozen commuters and holiday shoppers will be treated to heated bus shelters and samples of Stove Top's new Quick Cups instant stuffing, courtesy of Kraft Foods.

In what the Glenview, Ill.-based company is calling a national advertising first, Stove Top Stuffing will heat 10 bus shelters at high-traffic locations during the first three weeks of December.

The effort is part of a larger, integrated campaign that includes print ads in more than 50 bus shelters.

"Stove Top Stuffing is all about warming up families with hot, delicious meals when the temperatures drop," said brand manager Ellen Thompson in a release, "and we wanted a stand-out way to demonstrate this to consumers this holiday season."

advertisement

advertisement

1 comment about "Kraft Takes Stove Top To The Streets, Bus Shelters ".
Check to receive email when comments are posted.
  1. Drew Neisser from Renegade, December 3, 2008 at 9:35 a.m.

    When advertising no longer talks at you but actually does something for you, then it becomes a service. Samsung places charging stations in airports and road warriors get the fuel they need to carry on the battle. The longer the program runs, the longer everybody wins. Samsung gets meaningful exposure, airports get happier travelers and consumers come to recognize Samsung as a helpful and reliable "mobile" resource. The exchange of value is crystal clear.

    That's why I'm only lukewarm about this new program from Kraft. Imagine for a moment Kraft committed to bus shelters in cold cities the way Samsung has to airport terminals. Commuters would be thanking Kraft by the bus load and telling all their friends how the kind folks from Glenview warmed them up on a frigid morning. Cities would be competing to get the Kraft bus shelter program as a way of encouraging and rewarding the use of public transportation.</p>

    Okay, maybe I'm dreaming but I'd bet on this approach versus 49 markets worth of bus shelter posters that get the cold shoulder treatment from ad-weary consumers. <a href="http://www.thedrewblog.com">Marketing as Service</a> has the potential to transform the way consumers interact with and perceive your brand. And to quote one genius at self-promotion, "that's hot."</p>

Next story loading loading..