NORTHFIELD, IL: Kraft Foods is launching its belVita Breakfast Biscuits in the US by promoting them as a new morning concept for American consumers.
BelVita biscuits have been available in France for 10 years, noted Basil Maglaris, associate director of corporate communications at Kraft. The product is sold in 10 countries, most recently launching in the UK and Brazil last year, he added.
Maglaris explained that “PR and marketing play a huge role” in the belVita US launch because biscuits are largely a new breakfast category for Americans.
“We've seen in the US there's this tension on breakfast,” he said. “People have many choices, yet they still continue to skip breakfast. We felt there is a clear need here, and people want breakfast options that will fit in their on-the-go lifestyle, but be delicious and nutritious at the same time.”
Kraft and Edelman, which works on several Kraft brands, are reaching out to influential nutritionists and dieticians to spread the word about how the biscuits are made with whole grains and are a good source of fiber, said Maglaris. He added that the influencers the campaign is targeting are also communicators, with their own blogs and Twitter followings.
In addition to connecting with health and wellness professionals, Maglaris said Edelman has been “instrumental” in selecting influencers in fashion, food, film, and fitness for the “Power Up Pros” group. Edelman picked experts for the group who “really live the belVita breakfast lifestyle” and who are “tackling everyday early and with energy.”
Members of the group will create content, like inspirational photos and videos, to post on belVita's Facebook page, which has a tab specially created for the group.
Edelman also helped to form a relationship with the National Association of Police Organizations, which worked with Kraft to distribute samples of belVita to police officers around the country, said Maglaris. Kraft will distribute more than 16 million samples, the company's largest-ever food giveaway, at retail locations, hotels, and airports around the country, he added.
BelVita biscuits will make their debut on shelves nationally on Monday, the day after the company airs its first TV commercial for the product during Super Bowl pre-game coverage.