QRCA Symposium – May 7, 2009

Gazing through the Crystal Ball Anticipating Emerging Trends QRCA Symposium – May 7, 2009 Patrice Wooldridge Eileen Thompson 1717 West Rascher Avenue Chicago, IL 60640 Phone: 773-769-0993 www.WAstrategy.com 1 Kraft Court Glenview, IL 60025 Phone: 847-646-2000 www.Kraft.com

ISSUE How can we predict the future? The rate of change is more and more Influenced by technology.

Kraft Foods needed to anticipate reactions to new trans fats label rules Case Study Background • Anticipated media coverage • Changes in trans fat labeling

What was the consumer mindset in that moment and how much might their opinions change? Objectives • How might the products, labels, and marketing communications need to change?

Method Online Bulletin Board Discussions naturally evolve over time.

At that time, total Fat was an issue With consumers but not trans fats Initial Reactions

Confusion & trying to help one another! Reactions “Recently I heard that margarine is worse than butter, when in the past it was that butter is worse than margarine! It’s so confusing!” • Few consumers knew whether trans fats were good or bad – so the ones who knew found Internet links to inform the others

What if you read or saw…. Exploring the Future • How would you feel if you heard you shouldn’t have any trans fatty acids? • What if the nutritional label changed in this way…? dee 11/7/2002 11:30 AM I guess im just a hopeless case leslie 11/7/2002 1:47 PM Dee, you're not hopeless! And more importantly you aren't helpless! I think that this forum has been a learning experience for all of us.

Individual vs. Group • Allows us the ability to look at the individual or group transformation

Soon the consumers agreed they would be avoiding trans fats in the future Kraft Response Shared info on how to detect and avoid - even before the labels changed! Kraft recognized this same “education” would happen quickly in real world as media covered story -- and so, speeded up plans to remove trans fats Ingredients: ENRICHED MACARONI PRODUCT (WHEAT FLOUR, NIACIN, FERROUS SULFATE [IRON], THIAMINE MONONITRATE [VITAMIN B1], RIBOFLAVIN [VITAMIN B2], FOLIC ACID), CHEESE SAUCE MIX (WHEY, MILKFAT, MILK PROTEIN CONCENTRATE, SALT, SODIUM TRIPOLYPHOSPHATE, CONTAINS LESS THAN 2% OF CITRIC ACID, LACTIC ACID, SODIUM PHOSPHATE, CALCIUM PHOSPHATE, MILK, YELLOW 5, YELLOW 6, ENZYMES, CHEESE CULTURE). Size: 5.5 OZ

Kraft Next Steps Recognizing value of on-line qualitative, Kraft worked with Communispace to create on-going on-line panel1600 participants, in place since 2003

Kraft On-going Effort Ex: Kraft Consumer Channel helped us understand “Delicious” • “This recipe is such a family hit I’ve actually had to make double batches to keep my hubby and boys from wrestling for leftovers!” Jeanne M. from Patterson, LA. Member Age: 30 – 41

Kraft On-going Effort In today’s world consumers are more likely to ask guests to bring a dish to help minimize costs • Even some of the consumers that plan on bringing food or beverage items to a holiday gathering will look to cut back on costs by bringing less expensive items. Member Quote: “In the past, I've always just gone all out and made whatever dishes I wanted to bring & never even thought about money. And while we're financially fine, I just feel poorer for some reason.” [Safeway MVC]

New qualitative methodologies help speed up the process in order to predict what will happen. Summary Thank you

QRCA Symposium – May 7, 2009