Hasta La Creative!

As far as Kraft Comida is concerned, futbol and fruity Jello desserts go hand-in-hand. When Kraft Comida looked ahead to this year’s World Cup, the Hispanic market-aimed group spotted an opportunity to score with moms they expected to whip up nibbles to munch during the games.

Kraft has taken a strategic approach to its World Cup-themed effort, deemed Flavors of the Championship, or Sabores del Campeonato, looking to data reflecting social commentary and search trends to inform recipes they suggest in emails, Facebook posts and on YouTube.

Kraft’s social media monitoring hub, dubbed “Looking Glass” is a primary source of information for the program, though the company also includes data from third-party research and data on targeted markets.

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