May 19, 2020

Kraft Dinner rebranding in Canada—Learn when and why it's time to make a change for your business

Kraft Dinner
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3 min
Kraft Dinner rebranding in Canada—Learn when and why it's time to make a change for your business

Are you a big fan of cheese? If so, then you may be interested in learning that Kraft Dinner is changing—in Canada, anyway.  Before you start panicking, learn about this company’s new rebranding technique and decide for yourself if it will work.

Furthermore, we’re also going to take a look at brands in general to see when and why rebranding for a particular company may be appropriate. And even if rebranding is appropriate, does the ploy always work?

RELATED TOPIC: Will McDonald’s new menu items last?

Kraft Dinner, which has for quite some time been referred to as “KD,” is rebranding.

In a recent statement, Kristen Eyre, brand director, said this on the subject: “Why would we continue to call it Kraft Dinner when Canadians don’t refer to use that way? The way Canadians refer to Kraft Dinner as KD is as much a term of endearment as when you call a relative or a friend by a nickname—it’s such a love mark for them, and we should be reflecting that.”

Other past and future changes to the food include the reduction of sodium by 19 per cent, the removal of all artificial colours from the macaroni and cheese and the introduction of turmeric, paprika and annatto.

RELATED TOPIC: Maggi noodles deemed safe in Canada—How other imports can avoid potential health risks

Success is no stranger to Kraft, have commanded 55.1 per cent of the market over all. However, in recent years, sales have fallen by 5.3 per cent—hence the rebranding technique.

Now, it’s probably not a big surprise that when a company chooses to rebrand, several different things can happen, including an increase or decrease in sales. In short, rebranding is a risk, but sometimes that risk is needed and can pay off.

For example, in an attempt to decrease the negative connotation of fried food, Kentucky Fried Chicken shortened its name and became KFC. This method worked; customers are more likely to relate to a new identity when the changes promote positive messages.  

But the pendulum can and does swing both ways: When famous clothing store Gap changed their safe and comfortable logo, trouble ensued—the store lost business.

It all goes back to risk. Sure, if your company is suffering and your known product doesn’t seem to be doing as well, then rebranding is a likely and common option.

Specifically, if you’ve tried other avenues and nothing else has seemed to work, then making a positive change in your logo or product is probably needed. However, it can take time to see results. If you’re losing money, don’t expect to see improvement overnight—give yourself, as well as your customers, time to accept the alteration.

It also pays to know your customers, to know what they like and what they don’t like. For example, Kraft’s rebranding is a low-risk move, as a survey has shown that 80 per cent of Canadians already know what KD is without being told.

Bottom line: Don’t be afraid of rebranding. However, when rebranding, make sure it’s the right time, the right technique and most importantly, make sure that you’re not abandoning your loyal client base.

For the latest news in the food industry, visit our sister brand Food Drink & Franchise

[SOURCE:  The Globe and Mail]

RELATED TOPIC: If Canadian restaurants continue to increase menu prices, will residents quit eating out?

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Jul 5, 2021

CGI: Driving local solutions with global expertise

City of Mesa
3 min
Embrace digital transformation and infuse it with a spirit of agility, says Aleta Jeffres, CGI Vice President Consulting Services

Embrace digital transformation and infuse it with a spirit of agility, is the message to the public sector from Aleta Jeffress, CGI Senior Vice President Consulting Services.

“We partner with clients to drive value and innovation,” said Jeffress who has been working with the US City of Mesa, AZ on their digital journey for their local citizens.

Founded in 1976, CGI is one of the largest IT and business consulting services firms in the world. It is insights-driven and outcomes-based to help accelerate return on investments. CGI operates across 21 industries in 400 locations and provides scalable and sustainable services that are informed globally and delivered locally.

“We have expertise in developing and executing strategies to help companies transform their IT to align with the business through cloud strategies, application rationalization, modernization and outsourcing,” said Jeffress speaking from the Denver CGI offices.

“Digital change can be exhausting, but take the opportunity to embrace it and look for new opportunities,” said Jeffress who pointed out projects should have a sense of agility and specific focus on the end-user.

“This can be a big culture change for some clients but by making sure your implementations are not a big bang theory but you can take smaller chunks which you’re able to do over and over again as it's just going to continue to evolve,” she said.

Informed globally and delivered locally

Commenting on CGI’s partnership with the City of Mesa, Jeffress said: “We are providing a solution that has a lower cost of ownership and helps them streamline business processes and helps increase efficiency. 

“The City sought a single source of truth for their ERP business processes. With CGI Advantage, they found a partner in their digital transformation journey with a configurable, unified solution that supports their HR, financial management, and performance budgeting business processes.  

“With CGI Advantage, the City is working with a single source of truth that lowers total cost of ownership, streamlines business processes, and increases efficiency - additional benefits include: 

• A decrease in customizations and staffing requirements resulting in faster upgrade cycles. 

• Empowering HR resources to focus on strategic efforts by removing the need for manual and duplicate data entry. 

• Increased accuracy with reporting. 

• Process improvements shifting from customized or paper-based processes to automated processes. 

• Increased pay transparency and accuracy by leveraging process improvements and configurable support 

A trusted partner 

CGI is a company that focuses very intently and very intentionally on delivery - that is something that really sets us apart,” said Jeffress. 

“We have an internal process where we meet with clients twice a year to ask a specific set of questions. How our clients answer those questions allows us to be sure we are aligned and can be a trusted partner with all of our clients.”

“As an international company, we can provide key resources when our clients need it in a very timely manner,” she said.

Reflecting on the challenges posed by COVID-19 Jeffress said there had been a true evolution in technology services.

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