Epsilon’s agency team, Aspen Marketing, and Kraft were honored with the 2012 Gold ECHO Award at last night’s 2012 International ECHO Awards gala dinner, during the DMA2012 Conference & Exhibition in Las Vegas. The prestigious ECHO awards honor the world’s outstanding marketing campaigns that demonstrate exceptional creativity, visionary strategy and results.
Kraft and Epsilon received the award for the Kraft Canada First Taste “Samplicious” program, designed to connect Kraft’s most valued consumers with the Kraft brands they love. The program delivered full-size product samples, high value coupons and What’s Cooking magazine directly to the doorstep of key food influencers. Kraft recognized that these consumers are influential among their peers and are likely to try, taste and talk about their food experiences with a wide circle of friends and family. By targeting this group of consumers Kraft and Epsilon were able to build buzz and drive purchase behavior amongst the influencers and their personal network.
“This is a tremendous honor. All of the ECHO award finalists demonstrated a keen understanding of consumer behavior and the ability to deliver strong marketing results,” said xx, title at Kraft. “We are incredibly proud of our Samplicious program. Alongside Epsilon, our agency partner, we created a successful strategy that leveraged insight and forged strong consumer connections that drove measurable results.”
“Today’s savvy consumers are generating more and more conversations about products they admire. Therefore, brands need to deliver relevant content at the most appropriate time and across the right engagement channels to interact more effectively and get involved in these conversations,” according to Pat O’Rahilly, President of Aspen Marketing, a division of Epsilon. “The Samplicious program focused on customer experience and empowered consumers. It was not only a unique, award-winning approach, but it was also a highly effective one.”
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About Epsilon
Epsilon is the global leader in delivering direct-to-customer connections that drive business performance. Epsilon's integrated solutions leverage the power of rich transactional and demographic marketing data, strategic insights, analytics, award-winning creative and robust digital and database marketing technologies to connect brands with consumers both online and offline, increasing engagement to generate measurable marketing outcomes. Founded in 1969, Epsilon works with over 2,000 global clients and employs over 3,500 associates in 37 offices worldwide. For more information, visit www.epsilon.com, follow us on Twitter@EpsilonMktg or call 1.800.309.0505.
About Kraft Foods Group
Kraft Foods Group, Inc. (NASDAQ: KRFT) is a new company that has been around 109 years. North America's fourth largest consumer packaged food and beverage company, Kraft had revenues of approximately $19 billion in 2011. The company has an unrivaled portfolio of products in the beverages, cheese, convenient meals and grocery categories. Its iconic brands include Kraft, Maxwell House, Oscar Mayer, Planters and JELL-O. Kraft's 25,000 employees in the U.S. and Canada have a passion for making the foods and beverages people love. Kraft Foods Group became an independent company on Oct. 1, 2012 and will be a member of the Standard & Poor's 500 index. For more information, visit www.kraft.com.