Kraft Crafts Chief Marketer
Kraft Foods named its first-ever chief marketing officer in May, tappinglong-time staffer Paula Sneed to take the job. Sneed has been seniorvp-marketing services since ’95. She adds the cmo title now as the foodgiant refines efforts to build the Kraft name as an umbrella brand amongconsumers and tighten alliances with retailers.
“The time is right to create this position because world-class marketingcontinues to play a pivotal role in helping Kraft achieve undisputedleadership of the food industry,” says Kraft exec vp Betsy Holden. “Paulais the right person for this post because of her expertise in all marketingdisciplines, the excellent job she’s done heading up the marketing servicesfunction, and the role she continues to play in leading our efforts tobuild the equity of Kraft Foods among consumers.”
Sneed oversees promotions and database marketing as well as advertising,media, and creative services; new-product development; Kraft Kitchens andthe consumer information center; and ethnic marketing. She also takescharge of the Kraft Foods equity campaign, which evolved into Kraft’sco-marketing platform when the company scaled back its $50 million image adcampaign earlier this year (March 1999 PROMO).
Sneed has been with Kraft since ’77, rising from assistant product managerto senior vp-marketing services. She reports to Holden, who overseesoperations and R&D as well as marketing.
Separately, Kraft’s vp-advertising services, Dick Helstein, retires Aug. 1after 30 years at the company. Helstein led the Kids Task Force team thatdeveloped Kraft Kids, the first major umbrella marketing program toleverage Kraft’s many brands (See Consumers). He also oversaw developmentof the Kraft Kitchen Web site. Helstein is replaced by Barbara Ford, whowas named director of advertising in ’98.
When Red Lobster president Dick Rivera outlined the chain’s new operationguidelines for managers early this year, he set a high standard: Run thingsthe way you’d want them if your mom were visiting your restaurant for thefirst time.
That captured the attention of Tatham Euro/RSCG staffers charged withpresenting Rivera’s operations manual, “The Compass,” to the 1,000 or somanagers of Red Lobster’s 650-plus restaurants. The Mom Challenge struck achord, so Tatham turned around a direct-mail piece in time for Mother’sDay. Managers got a letter from Rivera and a card to give Mom that read:”When I was little, I ate with my hands, got messy and wore a bib. Now it’syour turn.” Each card carried a coupon for a free meal.
“A lot of moms thought that’s all they were getting for Mother’s Day, butthey were thrilled,” says Tatham category manager Mike Holsinger. “We’vehad dozens of voice-mails from managers saying ‘This is the proudest momentof my career.’ It started as a way to teach The Compass, and grew into astrong message about the Red Lobster brand.”
Red Lobster broke consumer ads in March to refresh its stale image.Periodic price promos support, as the chain touts improved food, service,and atmosphere.
Will the upgrades meet with Mom’s approval? Managers are on their toes tomake sure women redeeming their coupons like what they see. “They realizesome other manager’s mom could walk into their restaurant any day,” saysHolsinger, who gave his own mom a card that she’s been showing off tofriends. “They want everything exactly right.” Coupons are good throughDecember.
Wonder what Mom will get for Christmas?
