CPG Marketing Trends: General Mills and Kraft Foods Test the Waters of Pinterest

It’s no surprise anymore that brands no longer depend solely on traditional advertising and must move toward creating brand experiences that form emotional bonds with consumers. Brands are honing in on social media for content marketing, where they serve a purpose and play a role in consumers’ lives. But as more and more options become available, it’s difficult to know which ones will actually take off. It appears Pinterest is one social site that more and more marketers are paying attention to.

Kraft Recipes on PinterestFor Kraft, it took a year of monitoring Pinterest before they decided to jump in and join the platform. Since food is a top category pinned on the site and 41% of users like to cook for fun, Pinterest allowed Kraft the opportunity to engage their consumers in a place that provided a seamless fit.

Promotions like the “Pin and Win” Sweepstakes allowed users to pin Kraft recipes that inspired “spring entertainment” ideas onto their own boards for a chance to win KraftStore.com gift cards. The result was broad brand engagement and minimal dollars spent.

General Mills decided to get their feet wet, too, when they partnered with Hungry Girl to create a Fiber One sponsored board. Hungry Girl searched for Moms pinning fun and creative recipes for kids and repinned these “Snack Champs” onto her Fiber One Chewy Snack Champs board. The board’s description notes the new Fiber One bars as Hungry Girl favorite, and also offers a coupon on the board for the new product.

Brands like Honda, Michael Kors and L.L. Bean have also added Pinterest to their social strategies. With the relatively low investment that’s required to participate on Pinterest, this is a great outlet to use social and the new environment of advertising to truly capitalize on your brand’s point of difference, while driving traffic to your website and increasing sales.

How long before adding Pinterest into your social strategy is a must for CPG brands?


Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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