In 2013, the Bel group brand wants to become the benchmark dairy product for children aged 3 to 5. To do this, Kiri runs several marketing campaigns throughout the year, and we are revealing it to you.
A promising marketing campaign for Kiri
Kiri, brand of the group Feel free to call, unveils its media plan for 2013: a new communication platform, a revamped website, a brand new design of its packaging, a new product. The goal of the favorite brand of astronauts in shorts is to strengthen their bond with mothers of children aged 3 to 5.
In a difficult context for mass consumption products, the children's cheese category had a good year and even became the driving force behind the cheese market with volume growth of + 1,9% (source: IRI). In this segment, Kiri is growing faster than the market with volume growth of 4%.
This performance is achieved thanks to the flagship product of the range, Kiri Crème. Indeed, it is reinforced with its core target: families with children in kindergarten.
In 2013, Kiri will release an overhaul of its Grand Site website and a completely redesigned packaging! Several “draw your cow” TV spots are in progress and will animate French TV channels throughout the year. Kiri doesn't stop there! The “Kiri goat” range will be launched in March with a design all its own! In May, Kiri will continue its momentum and offer in-store cooking workshops. Children accompanied by their parents will be able to make recipes based on Kiri, they will leave with a recipe book and will be able to follow filmed recipes on the internet and take part in many contests!
So we are not ready to miss kiri this year!