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Kraft/Nabisco: Mom's Kitchen
Nabisco’s Oreo cookie is a century old mega-brand, a pop culture icon that is known and loved throughout the world. But no brand can rest on its laurels. Nabisco’s parent brand Kraft approached Shook Kelley to look at ways to tackle the problem of lagging sales throughout the supermarket’s “center store.”
Over the last decade, shopper traffic in the cookie and cracker aisle of the traditional grocery store was in decline for a variety of reasons, including: changing eating habits, stigmatization of product categories, health trends, declining overall traffic throughout center store and grocery store innovation cycles that favor the perimeter of the store over the aisles. Shook Kelley sought to change perceptions and improve interactions in the cookies and crackers aisle by presenting the category in a fundamentally different way.
Cookies and crackers inherently own positive and meaningful associations around reward, enjoyment and delight. Shook Kelley sought to reposition the category by reminding people about these qualities and designing a genuine, authentic realm based on “Mom’s Kitchen.” By changing the context of how Nabisco products were merchandised, the new design re-connected with consumers on an emotional level and reminded them of the nostalgic value of Nabisco’s heritage and the role their products play in consumers’ lives.
In the Midwestern test stores where Mom’s Kitchen was installed, the perception of Nabisco cookies and crackers successfully shifted from negative to positive associations, as evidenced in 84% of consumers rating the new section as “Very Good” or “Excellent” across three different store designs. Further, Nabisco sales at test stores increased by as much as 32%, while the whole category of cookies and crackers enjoyed double digit increases.
The new design re-connected with consumers on an emotional level
Even famous old brands like Oreo need to be reinvigorated now and again. The “Mom’s Kitchen” project was a powerful way to get people to reconnect and re-identify with this meaningful and nostalgic brand. And the real magic of this in-store innovation was that it could connect people to the Oreo brand in a real place. Post-evaluation research of the project showed that the new design prompted people to spend significantly more time lingering and engaging with Oreos and the rest of the cookies and cracker aisle products. Mom’s Kitchen became a stage for this powerful brand to tell its story.
Over the last decade, shopper traffic in the cookie and cracker aisle of the traditional grocery store was in decline for a variety of reasons, including: changing eating habits, stigmatization of product categories, health trends, declining overall traffic throughout center store and grocery store innovation cycles that favor the perimeter of the store over the aisles. Shook Kelley sought to change perceptions and improve interactions in the cookies and crackers aisle by presenting the category in a fundamentally different way.
Cookies and crackers inherently own positive and meaningful associations around reward, enjoyment and delight. Shook Kelley sought to reposition the category by reminding people about these qualities and designing a genuine, authentic realm based on “Mom’s Kitchen.” By changing the context of how Nabisco products were merchandised, the new design re-connected with consumers on an emotional level and reminded them of the nostalgic value of Nabisco’s heritage and the role their products play in consumers’ lives.
In the Midwestern test stores where Mom’s Kitchen was installed, the perception of Nabisco cookies and crackers successfully shifted from negative to positive associations, as evidenced in 84% of consumers rating the new section as “Very Good” or “Excellent” across three different store designs. Further, Nabisco sales at test stores increased by as much as 32%, while the whole category of cookies and crackers enjoyed double digit increases.
The new design re-connected with consumers on an emotional level
Even famous old brands like Oreo need to be reinvigorated now and again. The “Mom’s Kitchen” project was a powerful way to get people to reconnect and re-identify with this meaningful and nostalgic brand. And the real magic of this in-store innovation was that it could connect people to the Oreo brand in a real place. Post-evaluation research of the project showed that the new design prompted people to spend significantly more time lingering and engaging with Oreos and the rest of the cookies and cracker aisle products. Mom’s Kitchen became a stage for this powerful brand to tell its story.