When Kraft Foods Group pitches bacon, it no longer always finds its target consumer by making a big TV buy on a certain network or other. Instead, the company often produces content about bacon that it distributes to a targeted audience in a variety of ways. For one campaign, that meant digital video, social media and a microsite.
It's part of Kraft's broader approach to "agile marketing," Deanie Elsner, exec VP-CMO at Kraft Foods, told a room full of marketers at the Ad Age CMO Strategy Summit in San Francisco Wednesday.
Agile marketing for Kraft -- which reported $18 billion in revenue last year -- involves a media strategy that shifts from buying broad demographics in a single medium to finding individuals across various media, according to Ms. Elsner. That move has broad implications for agencies.
Ms. Elsner also said that agile marketing at Kraft leans on three pillars: data, infrastructure and content. "Data, going forward, becomes the new currency," she said. That helps inform both the content it creates as well as where it places the content.
So, when it sought to promote Oscar Mayer bacon, for example, Kraft rolled out "The Great American Bacon Barter," in which one man drove across America with only a trailer full of bacon to use as currency. Kraft packaged the experience into short videos, promoted it on social media and created a microsite.