Kraft Foods revamps brand

Food giant Kraft will today unveil a new corporate identity to the press that will be rolled out across the globe.

Kraft: unveil new branding
Kraft: unveil new branding

Two years into its three year turnaround plan, CEO Irene Rosenfeld will unveil a new corporate logo and brand identity - ‘make today delicious'.

‘The first two years of the turnaround has enabled us to fix the base of the company,' Perry Yeatman, senior VP, corporate affairs told PRWeek. Now its time to build an identity for the new Kraft Foods that will provide the platform for our corporate strategies beyond 2010.'

The implementation process is being led by the firm's corporate affairs, marketing and human resources teams.

The firm used London-based marcomms agency Nitro to help lead process. The agency was behind the concept of ‘co-creation' the initiative has been formed around. Employees and consumers in France, Japan and US met in company-staged events to play a key role in the evolution of the new corporate ID and set of brand values.

‘This is about defining the new Kraft foods and uniting and inspiring employees,' Yeatman said. ‘During the current economic environment it is even more important to be united and inspired around a common purpose and commons vision.'

The initiative was revealed to employees last week during a ‘global town hall' meeting (pictured) where 100,000 staff across the world participated digitally, while others were invited to attend the event in Chicago in person.

The drive will initially be internally led, but one internal buy-in is achieved will be rolled out externally to influence consumer brand preference and ultimately investor preference.

A key focus of the re-branding is to ensure that it is replicable in international markets. Each country will have the ability to tailor the core messages to their domestic markets.

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