Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Media Edge: Kraft Mac & Cheese introduces frozen meals with campaign
Media Sales Lead: Kraft Mac & Cheese (KM&C) just rolled out its first-ever frozen product. The new Kraft Mac & Cheese Deluxe Frozen comes in Original Cheddar and Four Cheese varieties and is available nationwide at most major retailers. The company is supporting the launch with a new campaign from its creative AOR, Johannes Leonardo. The campaign includes three spots that will be supported through TV, digital, and social. The push includes print ads as well.
Key Lead Takeaways: This looks like a great opportunity to score some extra ad dollars. Contact KM&C's DMs now to offer ad space.
Target demographic: Gen-Zers & millennials seeking quick and easy meals.
Key Spend Notes:
- Media planning period: Q2
- Media buying period: Q1
- Top spending period: Q4
National Broadcast Analysis & Spend Breakdown:
**Note that iSpot categorizes KM&C under Food & Beverage: Bread, Rice, Pastas, & Sides**
- 2023 YTD Spend: $3m
- 2022 FY Spend: $8.5m
- 2021 FY Spend: $13.5m
- 2020 FY Spend: $12.1m
Ad Flight Breakdown (by spend): KM&C has aired eight spots in 2023; the top five were "Cloudy Day Rainbow: Help Yourself," "Texting Hey," "Help Yourself: Family Feud," "Ballooned," and "Help Yourself: Take Your Seat."
Top Daypart (by impressions): Primetime (199m), Day Time (130m), Early Fringe (115.4m), Weekend Afternoon (105.2m), and Overnight (85.3m).
Top Networks (by spend): ABC, SYFY, TV Land, TNT, and NBC.
Top Shows (by spend): The Bachelor, The Voice, NICS: New Orleans, Two and a Half Men, and American Idol.
Top Industry/Vertical Spenders (by spend): Ben's Original (29%), Knorr (23%), Kraft Mac & Cheese (22%), King's Hawaiian (11%), and Nature's Own (6%).
Digital Display & Social Media Spend Analysis & Breakdown:
**Note that Pathmatics categorizes KM&C under Food Items**
2023 YTD Spend: $3m
2022 FY Spend: $7.4m
2021 FY Spend: $9.8m
2020 FY Spend: $7.3m
2022 Ad Flight Breakdown:
- Q1 2022 Spend: $2m
- Q2 2022 Spend: $1m
- Q3 2022 Spend: $1.4m
- Q4 2022 Spend: $3m
Impressions: 284.2m
Top Ad Types (by spend): YouTube (68%), Instagram (19%), and Facebook (12%).
Top Purchase Channels: Direct (100%).
Top Publishers: youtube.com, facebook.com, instagram.com.
Top Industry/Vertical Spenders: Hershey Candy (8%), Mars Wrigley (5%), Frito-Lay (4%), Ferrara Candy (4%), and Ritz Crackers (3%).
Top Creative (by spend; see below): Pathmatics reports that 43 creatives have run during 2023 (note that not all creatives debuted in 2023).
Current Agency Roster:
- Johannes Leonardo: creative AOR
- VaynerMedia: digital & social AOR
- Alison Brod Public Relations: PR AOR
- Starcom Worldwide: media buying & planning
